Chances are if you clicked on this article you’re not new to the idea of social media marketing. With 74% of the adult population active on a variety of social networks, it’s evident something is working when it comes to connecting with customers online. That’s basic marketing 101 - be where your customers are.
Picking the right social media platform to connect with your customers is a bit subjective. As I am sure you can guess, most businesses invest the bulk of their energy into the more obvious platforms like Facebook. But there is one network in particular that deserves a lot more attention—Pinterest.
Launched in March of 2010, and boasting more than 49 million active users, Pinterest is one of the fastest growing social platforms. And while that’s significantly less than Facebook’s 1.19 billion users, Pinterest is a completely different ball game.
A dose of Pinterest psychology
You see, Pinterest was invented to help people create online collections of the things that they love and inspire them. And while this collection may look like a mash-up of recipes, DIY projects, and home decor ideas it is simply a visual representation of who we are and who we want to be.
In his book "Jab, Jab, Jab, Right Hook," author and social media expert, Gary Vaynerchuck, explains that Pinterest evokes that same urge that compels a teenager to decorate their locker with pictures of their favorite bands or a driver to slap a bumper sticker on their car. “As humans,” he explains, “we love displays and symbols and stuff that silently tells the world who we are.” He further explains, “Aspiration and acquisition are two of the most powerful human drivers that lead people to buy, and Pinterest can satisfy both.”
The truth behind why your business hasn’t clicked the “Join Now” button
If your business has not created an official Pinterest account (Check ours out here), or if you have one but never use it, I have a hunch it’s because you simply don’t understand how it all works. And I get it. Learning a new social networking platform can be daunting. (And honestly, how many social media accounts do we need?!) However, Pinterest is incredibly simple to use. This platform's non-intimidating, user-friendly interface makes it easy to create and share content while building a steady following.
To grasp a basic understanding of how it all works, I highly recommend you watch this video. The better you understand how the platform works, the better you’ll be able to use it.
Why your business should be on Pinterest
# 1 Generate more sales
While Pinterest users are browsing to gather ideas and inspiration, they are also often in the mood to shop! In fact, 70% of account holders use Pinterest to gather inspiration on what to buy, with 80% of users making a purchase within three weeks of pinning. It’s no wonder the site dominates 41% of all e-Commerce traffic.
Do these numbers leave you scratching your head? The proof is in the site’s demographics.
The average household income of a Pinterest user is over $100,000, versus the average household income of a Facebook user which is $69,900. In fact, compared to Facebook and Twitter users, Pinterest users are twice as likely to buy something and will often spend twice the amount of money to get it.
The conversion of browsers into buyers is certainly where Pinterest has a leg up on other social media sites. And with the implementation of a “buy now” button (currently in the works), Pinterest will be able to further establish itself as more than a social site, but an online shopping hub.
#2 Drive traffic to your site
One of the best things about Pinterest is the ability to create and upload original pins. Each pin possesses its own inbound link which is why creating and uploading original content is so valuable. Creating pins is a fantastic way to drive traffic to your website.
For example, for every blog we post on our Rough Draft Solutions website, we’ve created a pin to go along with it. When a Pinterest user clicks on the image of our pin, they will be directed to the corresponding blog post. Thus, driving traffic to our site.
Another great thing about Pinterest is its high level of engagement. While your account may not have many followers, your pin will be seen by users outside of the ones who follow you. And with Pinterest’s detailed analytics, you will have exclusive access to what pins are getting the most attention, click-throughs, and so on. Cool, right?
This kind of interaction is why Pinterest experts stress the importance of creating “rich pins.” Since Pinterest is such a visually driven site, the pins that are visually appealing will ideally receive more likes, comments, and re-pins. The more people that save your pin to their board, the more other people will see it.
Pinterest is one of the best ways to help your company grow and succeed
After doing the necessary research and training myself, I am completely convinced that if your company wants to take that next step to grow and succeed, you need to be on Pinterest.
If your customers are on Pinterest to buy why are you not on Pinterest to sell? Once you get the hang of pinning, I promise it won’t be so scary. Click the “Join Now” button and start sharing your content. The increased sales and traffic will prove you made the right choice.
Do you need a little more convincing? Check out this video on how to use Pinterest for your business.
Check out and follow our Pinterest page!
What are your thoughts? What questions do you have about using or starting your Pinterest page?
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