Though not as popular as Facebook or even Instagram, Pinterest stands out as one of the platforms with strong engagement numbers. 93% of Pinterest users use the platform to make or plan purchases, and Pinterest drives 25% of all retail website traffic, making it an ideal choice for branding and lead generation as well as for driving sales for a number of business types.
The success of any digital marketing campaign hinges on your ability to accurately reach your desired audience. You need to know where your target customers hang out and reach them with the right messages.
Pinterest makes that job easy if your primary market is American females. According to a 2014 ComScore study, up to 74% of Pinterest users in the U.S. are women, with 54% of U.S. women aged 35-55 having accounts on the platform. These figures are enough proof that you can’t overlook Pinterest.
On other social media networks like Facebook and Instagram, users mostly follow celebrities and popular personalities. This trend often leaves brands struggling to create and maintain strong communities on those platforms.
Pinterest is different. Rather than follow celebs, Pinterest users seem to favor brands. According to research by Ahlogy, up to 83% of Pinterest users follow a brand. This usually allows brands to build large communities of enthusiastic pinners.
The purpose of any marketing strategy is to generate traffic, leads, and ultimately sales. Pinterest does extremely well in all the three. According to a Shareaholic study, around 5% of all referral traffic in the U.S. comes from Pinterest. Second to Facebook which drives around 25% of referral traffic on the web.
[click_to_tweet tweet="A recent Millward Brown study shows that 87% of Pinterest users have purchased after learning about a product on Pinterest." quote="A recent Millward Brown study shows that 87% of Pinterest users have purchased after learning about a product on Pinterest."] Even better, the average order value of Pinterest referral traffic is $58.95 compared to $55 for Facebook, according to Shopify.
Pinterest helps brands stay abreast of new trends. Fashion, design, styling, and art brands won’t be left behind.
Pinterest helps you learn about all developments in your industry. By keeping an eye on your competitor's pins and promoted pins, you can notice trends in your industry and adjust your campaign appropriately to take advantage.
With the four reasons discussed here in mind, if these areas are important to your business, you should open a Pinterest business account and make it a priority to use. You’ll be glad you did.
Mike Gingerich is President of Digital Hill Multimedia (www.DigitalHill.com), a Goshen web design and marketing agency. He is also a co-founder of TabSite.com and Waftio.com, leading software tools for contests and lead capture, and author of the book Game Plan for Social Media Lead Generation. Find out more at www.MikeGingerich.com/book.
Please enable pop-ups to receive the download.