The forgotten social: How Pinterest can be an effective marketing tool

Pinterest. The often forgotten about marketing tool. But, with over 250 million people on Pinterest worldwide, why shouldn’t you market your business on this platform?

90% of users say they use content on the network to make purchasing decisions, so it’s a no brainer really!

Pinterest gives brands the opportunity to experiment with strategic, visual marketing strategies, and show customers who they are and what they offer.

We know you might be thinking, ‘this is a B2C thing’, however, this is a common misconception. Data gathered by Pinterest indicates that it has great potential for B2B brands and has proven to be a beneficial component of a diverse branding strategy.

So, how can Pinterest be an effective marketing tool?!

  1. Helps with content distribution.

87% of ‘Pinners’ (Pinterest users) look for and prefer visual content. As a result, Pinterest is a particularly effective platform for distributing all kinds of content, including blog posts.

Content on Pinterest is shared through Pinterest boards. Boards save and distribute your content for your followers to discover. You can create as many boards as you want, and organize them into themes, ideas, plans, or types of inspiration so that your audience can easily find the content they’re looking for.

If you want other contributors to add content they believe works with your board’s theme, you can also invite them to join your boards, making yours a “group board”. This will help you increase engagement and interaction.

Additionally, Pinterest offers a deep and highly refined search function. Be sure to select a category for each board when you use keywords in the title to make it easier for users to find.

Pinterest is also very different from other social channels, such as Twitter and Facebook this is because of the life of the content it contains. Let’s say a tweet may live for about 5-25 minutes once it’s posted and a Facebook post may live for about 60-80 minutes, but pins live forever!

Several studies have shown that pins can take off and rapidly gain popularity months after they were initially pinned. By that time, most content on Twitter or Facebook is long forgotten. So, this simply shows that content on Pinterest is timeless 

  • Builds a network.

Online communities bring like-minded people together and function as useful hubs for companies.

With a Pinterest community, you can expect your followers and admirers to interact with your boards, consume your material, and visit your website, resulting in increased traffic.

You may establish a loyal community of Pinterest users who may become customers by using your Pinterest board as a two-way street through which you can connect with and engage consumers unlike a static billboard advert.

You can build a network on Pinterest in a few different ways….

  • Promote your Pinterest account via your other social networks.
  • Follow accounts you believe would want to follow you back, local businesses and chambers.
  • Watch what your competitors are doing to increase their base of followers and learn from their techniques.
  • Use keywords and hashtags in your posts.
  • Ask influencers to re-post some of your content to gain the attention of their followers.
  • Share content consistently, to keep building and engaging your community.
  • Let’s you educate your audience.

On Pinterest, there are many tutorials, infographics, how-to guides, and links to websites with additional educational content. As everything on Pinterest is visual, it’s a powerful marketing tool that can be utilised to educate customers about your products and services.

When creating and sharing content on your Pinterest account and then utilising it for marketing purposes, it is essential to keep your target audience in mind. Ask questions such as, what would my ideal customer want to see/share – think like the customer 

Think of it as if you were creating new products, developing your branding, or simply posting to other social medias.  You want to ensure you’re creating and putting out content that appeals to your target audience, current customers, and potential customers on Pinterest!

  • Increases online sales and website traffic.

Unlike Instagram, Pinterest allows you to link your visual content to another website – your own. You can share both written and visual content with this feature, as well as link back to your website.

Boosting online sales with this is a powerful marketing tool. Companies use Pinterest to highlight their products.

Pinterest boards, such as this one created by IKEA, provide inspiration for bedrooms, living rooms, and even bathrooms, paired with real products to get their audience interested in their brand and lifestyle.

Pinterest is a great way to reach customers since 87% of users have bought something after visiting the site.

There is a lot of variety on Pinterest – its categories include everything from art to technology – but it is best known as a resource for craft projects, recipes, fashion, home décor, and health-related articles.

Pinterest’s U.K. monthly active user base sits at 16.7 million, this means that it can open your business up to millions of new customers.

  • Cost-effective sponsored content

A Pinterest ad is a regular pin that appears as an advertisement. There’s only one difference: you’re paying to make your pins more visible.

Pinterest ads can be very targeted. If you use ‘geotargeting’ on Pinterest, your ads will only appear to people in your area. You can get additional exposure from Pinterest re-pins without having to pay for them. You can advertise using Pinterest depending on the topic and keywords you use. And thus, some users will see your ad and share it with their friends.

Promotional Pins can have a snowball effect, driving more visibility to your pin than you paid for. The Promoted Pins need to look like regular pins and add value to be successful.

Among social platforms, Pinterest is unique because its users are especially interested in discovering new products and are responsive to advertisements. With Pinterest ads, you can earn 3x more conversions and twice as much return on your ad spend when combining free and paid tools. Plus, Pinterest has one of the lowest CPCs in social media advertising.

  • Pinterest users are 7x more likely to say the platform influences their buying decisions.
  • The reach of Pinterest’s advertising is growing at a rate of 6.2%, compared to Facebook’s 2.2%.

Key Takeaways

• The use of Pinterest for your business can expose your brand to a wide audience and influence your customer’s buying behaviours.
• It helps to increase customer traffic to your website and in turn drive sales.
• Sponsored content is very effective, from the cost to the distribution and targeting.
• Pinterest allows for customer engagement on a very personal level.

Do you think Pinterest is an effective marketing tool? Will you start using Pinterest to promote your products or services?! Let us know!