Did you know? Although Pinterest is a visual search engine, it is very often considered a social media. And as such, is included in a lot of social media strategies. Bloggers have discovered its potential some time ago and now, it is time for businesses to jump on the bandwagon. However, still a lot of companies and brands are hesitant to use Pinterest for marketing.
In 2019, Pinterest grew to 335 million users, which represents a 26% growth. Although it is still a small website, it is the third largest for traffic in the US, has the highest engagement and is the fastest growing. There are 2 billion search queries each day and 200 billion pins are saved to 4 billion boards. And yet, despite its rapid adoption, businesses still avoid using Pinterest for marketing.
Your business needs Pinterest for Marketing
Because “it is for women“. Furthermore, “it is just to find recipes” or “to plan your wedding“. And even, “my target audience is not on Pinterest” or “I do not have time for another social network“. Well, these are all misconceptions and your business should definitely be using Pinterest for marketing because it can only benefit from it!
1. Pinterest drives tons of traffic
Not only is Pinterest a great tool to increase backlinks to your website (more on that later), it is also an amazing source of traffic to your website. For example, Pinterest drives more traffic to the Real Simple website than Facebook. Furthermore, Pinterest is the main source of traffic for a lot of bloggers who learnt how to leverage its capabilities.
5% of all referral traffic comes from Pinterest, despite it being a fairly small social network. That means businesses with clickworthy content on Pinterest have a better shot at driving conversions and other desired actions on their website. For reference, Facebook is the first referral traffic with 25%.
Pinterest is a visual search engine that does not make users rely on their follower count to go viral or get traffic. Instead, it relies on Pinterest SEO. Sure, the more followers you have, the bigger the audience that will see your pin.
However, what matters most is that people save or repin your content. Then, their audience will see your pin. As they save and repin your pin, it will travel across Pinterest, go viral, increase your stats and get you more traffic. It is the virability of pins that matters most, with good Pinterest SEO that will make your content pop up first in search results.
2. Pinterest has a high return on investment
Small businesses should use Pinterest for marketing because it is free to use (except if you do ads, but even those have a very low cost per click) and can produce very high returns on investment.
Pinterest has 335 million users. 67% of Pinners are younger than 40% and 54% of women aged 35 to 44 years old are on Pinterest. Male monthly users have grown 120% this year. Furthermore, 35% of women on Pinterest have a household income over $100,00. Thus, they have a lot of disposable income. Active Pinners have a 9% higher average income than non-users.
Furthermore, 87% of Pinners are happy to follow their favorite brands on Pinterest and 67% would rather follow their favorite makeup brand than their favorite makeup artist. Thus, Pinners are definitely open to marketing on the platform.
Pinterest users are also loyal and engaged advocates. Indeed, 87% of Pinners have purchased a product because of Pinterest. They also found that 93% of Pinners have used Pinterest to plan a future purchase.
The average order value from Pinterest referral traffic is $58.95, compared to $55 for Facebook, according to Shopify research. People on Pinterest go their for inspiration and may save wedding ideas, but they are also in the shopping mood and ready to purchase.
3. Pinterest integrates with your website and other socials
The more is a website seen online, the more successful it becomes. That is how awareness grows. We are not saying that your business should use every single social network out there. It should on the contrary select a few and use them strategically.
However, a critical factor to success for social media websites is connectivity. These sites can’t get away with being a silo, and Pinterest has identified that right out of the gate. Pinterest can be integrated with Facebbok, Instagram, Youtube as well as Etsy shops.
Users can then automatically post new pins to their Facebook news feed for others to see or have all their Instagram posts automatically added to a dedicated board. If you sign up for Pinterest using the same email address used for your Twitter account, you can automatically share the pins you post to your Twitter account.
Generally speaking, linking your other social media to your Pinterest account and enabling rich pins will help raise awareness, get your brand noticed and drive traffic to your website.
4. Pins get more inbound links
Marketers love inbound links. Simply because they are great for SEO and to boost website authority. The more blogs and other websites link to yours, the more it makes you seem like an expert in your field, a strong voice to be reckoned with. Which is something Google loves.
Each pin published on Pinterest include a link, which leads back to the source of the image. More often than not, the image illustrates either a blog post or a product. Links built through images are some of the best links you can acquire when it comes to actual engagement.
About 95% of the images on Pinterest were either pinned or re-pinned from the web. With Pinterest’s growing popularity, this could provide you with very valuable inbound links. While these are nofollow links, any link directing visitors back to your website is always beneficial.
Furthermore, website and blog visitors have the opportunity to save your content to Pinterest directly from your website if your website allows it and if they have the Google Chrome extension. That is where it is important that you post high quality and informative content so that people want to save it to Pinterest, where it could go viral.
5. Pinterest tells you what your audience loves
Last but not least of all the reasons why you need to use Pinterest for marketing is simply that the platform gives you great insights into your audience. Pinterest is a visual search engine and is an amazing places to discover new trends.
Not only can Pinterest trends help you create content that your target audience is actively searching for, but it can also help you understand them better. Pinterest can give you powerful signals into emerging trends and popular products in a given industry, especially in fashion, home and garden, food and beauty.
Pinterest search bubbles up popular keywords and trending products in real time. When you use Promoted Pins, you can also track which products are in style or might be losing traction in the market. This info can help your business improve its line of products and services.
You can also use key influencers in your target audience to see what type of content they are researching and saving to give you idea of what type of content to focus on.
Businesses of all sizes should use Pinterest for Marketing as it can be a great source of traffic to their website. However, small businesses can especially benefit from Pinterest marketing. It is indeed free and can produce results quick. While it takes some time to get the hang of it, create fresh pins daily, learn Pinterest SEO, it is well worth it!