Pinterest is more of a visual search engine that allows users to find images and videos for inspiration or product discovery.
The platform is creating a buzz in many industries and helped numerous brands grow, reach their target market, and boost their marketing strategy. But is Pinterest marketing worth it for your business?
What Businesses Should Use Pinterest Marketing?
Pinterest is a growing platform, but it’s not a good fit for every business model. Before you jump into Pinterest marketing, it’s important to evaluate whether your business can use Pinterest effectively.
Here are some things to consider:
- Pinterest has a demographic of primary women between the ages of 25 and 54.
- Men are getting into the platform and account for about 50 percent of new signups.
- Pinterest users have a lot of purchasing power – most of the users have high incomes of $75,000 or more per year.
You understand your business and your product or service better than anyone else. If most of your target audience is on Pinterest, your brand should be.
Here’s some insight into Pinterest audiences:
- Pinterest has a demographic of primary women between the ages of 25 and 54.
- Men are getting into the platform and account for about 50 percent of new signups.
- Pinterest users have a lot of purchasing power – most of the users have high incomes of $75,000 or more per year.
Why Should Your Brand Be on Pinterest
Pinterest users go on the platform to find a specific product or solution to a problem. When they see what they like, they pin it on their personal boards and return to it later. This is valuable for visual brands since an aesthetically appealing pin can grab a user’s attention while they’re browsing.
If your brand can provide what a user is looking for, such as an online course or a recipe, and a solution, they’re more likely to become your customer.
This concept is similar on social media, but with one key difference – 97 percent of searches on Pinterest are unbranded. Users aren’t as interested in searching for a particular brand name as they are in searching for the solution they need. The followers your page has made little difference.
Because of this, Pinterest is the only platform where you can be found organically. There’s no need for a substantial marketing budget with Pinterest.
Is Pinterest the Best Fit?
Pinterest marketing can be powerful for businesses, but only if they’re online. Building a following on the platform is pointless if you don’t have a website or blog to direct users to. If you do have a website or blog, Pinterest can help you:
Generate Leads and Customers
You can use Pinterest marketing to get new customers and leads. Users are on Pinterest to find products or services to solve problems, and if they happen to fall upon your brand or product, they’re more likely to buy.
In fact, about 80 percent of weekly users discover new brands or products on Pinterest, giving your brand an opportunity to be discovered by a new audience.
Boosting Organic Traffic
Driving traffic on social media can be challenging. Many platforms are favoring paid ads, making it more difficult for brands to grow organic traffic without viral content. The competition is also fierce, meaning you need a big ad budget to reach the people you want.
Pinterest offers an opportunity for organic growth according to targeted audiences and keywords. If your current social media isn’t delivering results, Pinterest can help.
Driving Conversions
Conversion goals are vital to any marketing strategy. If you don’t know what you’re aiming for, it’s impossible to develop a strategy directed at achieving it. Pinterest is no different. You need a clear vision of your goals and established metrics to see if your efforts are working.
Pinterest is an ideal platform to create and share pins that provide potential leads with the solutions they’re searching for. When you have clear goals in mind, you can target your pinning efforts and convert your site visitors into customers.
Reaching Your Audience
Successful Pinterest marketing relies on knowing your target audience. Even if you have a broad idea of your audience, you must understand how they use Pinterest and how it differs from other platforms. You can find this information by reviewing your trends page, analytics page, and keywords.
The more specific you can be with the audience, the more effective your marketing strategy can be.
Engaging with Idea Pins
Following requests from millions of Pinterest users, the platform created Idea Pins that allow users to engage with video and content directly. The feature users multi-page video formats for direct interaction, meaning that business owners can create compelling content that increases engagement.
With Idea Pins, you can publish quality content that can be saved on Pinterest. Idea Pins appear at the top of the feed, so users can see new content as it’s posted. They also appear in more places, such as search, the Today tab, and the top of business profiles. Idea Pins get an average comment rate nine times that of standard Pins.
Launching Pinterest Marketing
Pinterest has excellent opportunities for brand awareness, but only if you craft an effective marketing strategy. Once you have your target audience and goals, you can develop and launch your campaign.
There are two important factors in successful Pinterest marketing: Consistency and adaptability.
Like social media, you have to be consistent on Pinterest to reach your audience. If you publish posts regularly and use the appropriate keywords, Pinterest will put your content in front of the ideal users. This can take time, Pinterest is not a sprint it’s a marathon. Pinterest is constantly adding new features such as idea pins, takes, etc. You may need to tweak what you’re doing on the platform regularly to see what’s working and what isn’t. You should also experiment with all the new features that they’re adding.
Ready to Get Started?
Pinterest is a remarkable visual discovery engine to increase traffic to their website, but that doesn’t mean that it’s the best choice for every business. Before you start marketing your business on Pinterest, decide if your brand has the ideal audience for the platform.
If so, you can craft an effective Pinterest marketing strategy to build your audience, drive organic traffic to your website, and convert visitors.
