While many people label the often-overlooked Pinterest as “just another social network” where moms share their favourite recipes and inspirational quotes, it’s actually so much more than that and can be a powerful tool to help build your brand.
What is Pinterest?
Pinterest is a visual search engine that connects users to content related to the terms they search for. With over 367M users on the platform, it’s a great opportunity for businesses to reach consumers who use it to spark their inspiration and also drive their purchasing decisions.
Primarily, Pinterest works best for B2C businesses (retailers and CPG brands) compared to B2B, with the top categories on the platform being travel, health and fitness, DIY home renovation, education, women’s style, beauty, and food and drink.
With a solid Pinterest marketing strategy, your company can use the platform as a visual showcase to display products, services and practical tips and information.
Here are three reasons why your company should consider investing in Pinterest.
1. Become more discoverable
Pinterest is powered by discovery and search, which means the content doesn’t fade like it does on other social media platforms. Pinterest content has a longer shelf life and users may find and re-pin your content months or even years after it was originally published.
Brands that distribute content that’s highly evergreen have a greater chance of being seen on the platform. Plus, including Pinterest ads in your marketing mix creates a powerful combo to help your company’s content receive more exposure, awareness and engagement, which work together to drive potential sales.
2. Target potential customers who are ready to buy
According to research released by Millward Brown, 87% of Pinners have purchased a product because of Pinterest, and 93% of Pinners have used the platform to plan a future purchase. Also, half of Pinterest users earn $50K or greater per year, with 10% of Pinner households making greater than $125K.
This means that more often than not, people who use Pinterest have a disposable income and are ready to take action. Pinterest helps reduce the number of steps from discovery to conversion. Therefore, visitors to the platform are more likely to convert into leads or sales faster than on other sources.
3. Improve SEO and website traffic
Pinterest is a huge driver of traffic to websites across all industries and is responsible for about 5% of all referral traffic. Businesses that create click-worthy content on Pinterest have a better shot at driving traffic and other desired actions on their website compared to other platforms.
Plus, the more Pins linking back to your website the better your SEO ranking, signaling to Google that your domain has high authority and value.
Pinterest presents a unique opportunity for businesses and is a great platform to connect and engage with potential customers by communicating about your brand and what you can offer in a visual format.
If you would like to learn more about how your business can use Pinterest to promote its products and services, feel free to contact us at firstname.lastname@example.org.