Got Interest in Pinterest? Here’s Some Insight

Got Interest in Pinterest?  Here’s Some Insight

Jun 5, 2012

First, what is Pinterest and what can marketers do to incorporate it into a company’s social media strategy?  The team at Girardbrewer.com wants to help you better understand this growing phenomenon.

The main idea of Pinterest is to get Web traffic to come to you. What you do with it from there is up to you.

Pinterest is:

  • The latest expression of social networking and sharing.
  • An image-driven pinboard-style social photo and video sharing website.
  • Multiple virtual pinboards–as many “boards” as you like.
  • A visual bookmarking site.
  • A personal directory of categorized website recommendations.
  • Somewhere online to post and share images or resources you find interesting.
  • A huge potential source for copyright violations by its users.

As a social image bookmarking system, Pinterest allows users to save images and categorize them on different boards. Users can follow other user boards if they have similar tastes. Popular categories are travel, cars, film, humor, home design, sports, fashion, and art.

Types of businesses that are using Pinterest include retail, journalists, news agencies, schools, health and beauty product sales, gadget companies and many more.

Hubspot offers “6 Compelling Reasons You Should Use Pinterest for Marketing.”

  1. Pinterest converts more browsers into buyers.
  2. Pinterest drives tons of traffic.
  3. Pins get you more Inbound Links.
  4. User Engagement is addictively high.
  5. Connectivity–Pinterest integrates with your website, Twitter account and Facebook profile.
  6. Pinterest is a great place to discover trends and learn what your audience loves.

Some stats: Pinterest is now the third most popular social network (behind Facebook and Twitter) in the U.S. in terms of traffic (Experian).

As of February 2012, Pinterest had accumulated 10.4 million users (AppData).  In comparison, Facebook reports 901 million members and Twitter 140 million.   A study by Shareaholic.com states that, for Q1 2012, Pinterest was responsible for 0.9 percent of referral traffic to sites, greater than Twitter’s 0.85 percent and 1/7th of Facebook’s 6.46 percent.

Why does Pinterest drive so much traffic per user?

On other social networks, people might read the headline that is shared, and move on to the next. On Pinterest, the “Pin” really acts as a visual bookmark.  As a user, if you want the context behind the image, you often need to click on it.

Also, Facebook and Twitter content is shared in a linear fashion–and once shared it slowly expires. On Pinterest, content is discoverable for a longer time.

“For example,” says blogger Joel Rothman, “I have never looked backwards and read all of someone’s tweets.  On the other hand, when I find an interesting Pinterest page, I usually devour all the content they share.

Hubspot’s Ultimate Guide to Mastering Pinterest for Marketing

“The Ultimate Guide to Mastering Pinterest for Marketing,”  posted on Hubspot by Pamela Vaughan, discusses ways to go about incorporating Pinterest into your company’s social media strategy.

Advice: Feature your visual content, create a user-generated Pinboard, host a contest.

“Follow Social Media Best Practices,” writes Vaughan.  “Pinterest is a social network, so it’s a great idea to follow the best practices you operate under for most other social networks. Spend time to increase your following, be engaging with your followers, keep your Pinterest account regularly updated, and drive traffic back to your website when possible to increase conversions.”

Comment – Kathi, Jan. 31, 2012: “It’s important to understand the demographics of the site to make sure it meshes with your business – from the numbers I’ve seen, the user base is 80% women, over half are between 29-44 years of age, and only about a quarter of them have a bachelor’s degree (or higher). Second, I think your business needs to have a very visual element to it in order to be successful here.”

Marketing Your Business With Pinterest

“Marketing Your Business With Pinterest,” posted on WebProNews by Mike Tuttle, states that any business that can express itself in a graphical manner can benefit from the notice they get on Pinterest.

“How that notice is converted to sales depends on the business,” notes Tuttle. “Is there a direct purchase possibility on your website? Or does the potential customer have to pick up a phone or some other contact method? Typical marketing rules begin to apply here. Pinterest is amassing a great record for getting (visitors) to your door/site.”

Comment – Wendy Guerin, Feb. 12, 2012: “We have a vintage and used cookbook store online. It launched recently and Pinterest share was a key requirement. We had one sale that happened seconds after a pin. Twitter has not been effective as it’s difficult to break through the clutter of Tweets.  Pinterest being so visual, evens the playing field and allows smaller businesses’ products to shine.  Brand barriers fade.  Your pin or item (in the case of retail) gets seen on its own merits.  It’s not about how much Adwords budget you have or ‘Klout.’  It goes back to basics…visual display.”