Are you currently using Pinterest to market your business? If not, here are the top four reasons you should consider giving Pinterest for business a try!
#1 You can meet your ideal clients or customers where they likely already are.
According to Pinterest, there are currently 200 million active users on Pinterest. This makes it the fourth most popular online platform for adults, behind YouTube, Facebook, and Instagram. Right now, 40% of the site’s users are women, but men are the fastest-growing population on the platform.
If you’re trying to reach millennials, Pinterest is the place for you, as 1 out of 2 millennials reported using Pinterest every month. Are families more your audience? You’re in luck because 7 out of 10 U.S. moms and 1 in 3 U.S. dads use Pinterest. When it comes to their spending power, Pinterest users tend to be well-educated and have an above-average income.
There are also 100 billion pins. These span across categories such as retail, auto, food, style, home, entertainment, arts & crafts, and many more. People come to Pinterest to discover new ideas, find information, and plan their purchases. In fact, 93% of pinners say they have used Pinterest to plan purchases.
#2 By signing up for a business account, you gain access to additional tools.
With a Pinterest business account, you have access to your account analytics, are able to claim your website and utilize rich pins, and can run promoted pin campaigns. With analytics, you can find information about your boards and pins, your audience, and the performance of pins leading back to your domain. One way you can utilize this information is to plan future content and your pin strategy. Consider what pins are performing well and use that to create more content on related topics, or similar image styles if you are testing multiple images for the same pin.
Claiming your website allows you to enable rich pins. Rich pins show more details about a pin, adding context for both Pinterest and the user. With the additional context, Pinterest can better show the pins to the right users. There are four types of rich pins: product, app, recipe, and article.
- Product pins are useful for e-commerce and include pricing information and where to buy the product.
- App pins are currently only available for iOS and include a download like to get the app directly within Pinterest.
- Recipe articles are commonly used by food bloggers and recipe websites. These pins show ingredients and other details about the linked recipe.
- Article pins are used by the majority of non-food bloggers, showing headlines, authors, and story descriptions.
Having a business account also allows you to run promoted pin campaigns. These are akin to “sponsored posts” on Facebook or Instagram. On Pinterest, they look like any other pin with the addition of “Promoted by” before the business name. Promoted pins are not necessary to be successful on Pinterest, but they are a good option if you have a marketing budget and want to do some paid advertising. Promoted pins are still fairly new to the digital marketing game, so it is still possible to run inexpensive successful campaigns.
#3 You don’t need a ton of followers, money, or content to be successful.
With the introduction of Pinterest’s Smartfeed in 2014, you no longer only see pins from people you follow on the homepage. Instead, you will see a mix of sources and pins based on quality, not necessarily chronologically. The pins in your Smartfeed are a mix of pins from people you follow as well as pins related to what you are searching for and pinning.
Because of this, you don’t need to have a large number of followers to be successful! If you’re worried about being behind if you start using Pinterest now, don’t be! It’s more important to have relevant, high-quality pins that appeal to your target audience and to pin consistently.
Due to the platform’s emphasis on high-quality pins that add value for the Pinterest community, you don’t need to pay for promoted pins to be successful on Pinterest. The Smartfeed will show relevant quality pins whether they are promoted or not. However, you can also run inexpensive paid pin campaigns with high return on ad spend. This is especially useful if you want to reach a specific customer group, allowing you to target your campaign rather than rely solely on them finding you via search or the Smartfeed.
Pinterest’s emphasis on adding value also means that you don’t need to have a ton of your own content to get started with Pinterest marketing for your business. It is highly encouraged that you don’t just pin your own content, but that you share or repin relevant content from other sources. This makes it easier to consistently pin when you don’t need to be creating all the content yourself.
Speaking of content, the lifetime of a pin is longer than a post on any social media network. A pin’s lifespan is around seven months. For perspective, a tweet’s lifespan is seven minutes. This means that all the work you did on previous pins will continue to pay off long after they were pinned. Sometimes pins will even go viral years after they were originally shared on the platform.
#4 As the beginning of a funnel, Pinterest can achieve multiple marketing goals for your business.
Pinterest is a great platform to serve as the top of your sales funnel or “client journey.” The top of the marketing funnel is awareness, which can be achieved by using Pinterest to increase traffic to your website, grow your email list, find qualified leads, and increase sales. If you create attractive pins with descriptions and text overlays that appeal to your ideal client, link the pin to a webpage that will help you achieve one of your marketing goals and watch the Pinterest magic happen! According to Shareaholic, about 5% of all website traffic comes from Pinterest. This is second to Facebook. Choose one marketing goal for your pin and tailor the linked content, pin image, pin description, and call to action accordingly.
Now it’s time to get pinning! Have any questions? Drop them in the comments below!
If you want to start using Pinterest for business but you don’t have the time or don’t know where to start, I can help you out! Check out my one-time Pinterest account setup or monthly management services here!