As a small business owner you’re in a great position to start exploiting social media for all its worth. Although social media can be a fairly time consuming practice depending on how many platforms you choose to use, it’s also the key for a small business to develop awareness, raise its profile, gauge its market and interact with existing and future customers. Pinterest is a three year old visual media platform that has exploded onto the social media stage and gained traction with about 70 million users. The increasing popularity of Pinterest may have you asking, “Should I use Pinterest for my business?”
Some Pinterest Statistics
- Pinterest has more than 70 million global users.
- Pinterest is one of the fastest growing websites in history.
- 79% of the active Pinterest users are from the U.S.
- Pinterest drives more traffic to brands than Twitter, LinkedIn, Reddit and Google+ combined.
- Pinterest shoppers in the US spend an average of $140 – $180 per order, compared to Facebook and Twitter shoppers who spend on average $60 – $80.
- Pinterest represents about 41% of e-commerce traffic.
- 90% of US online specialty retailers use Pinterest.
- 25% of Fortune 100 companies are on Pinterest.
- The average Pinterest user has a household income of over $100,000 per year.
- 47% of online shoppers in the U.S. have made a purchase based on a recommendation via Pinterest.
Advantages of Pinterest
Pinterest is by its very nature a visual medium: everything on the site you post is an image. Images are the fastest and most direct form of communication we have.
Pinterest is magnetic: users spend more than an hour and a half on the site every month, sharing and re-sharing content. It’s a site that’s very easy to get lost in (aptly nicknamed “the rabbit hole”), so retaining the user’s interest is key. Therefore the more varied and interesting your content is the better.
Pinterest is a viral marketing machine: more than 80% of content consists of re-pins. Users actively promote your company for you. In fact 70% of brand engagement on Pinterest is generated by users themselves, not brands.
How can your small business use these advantages?
Be visual – This means using bright, bold colors, large interesting images and consistent yet imaginatively themed boards. The more visually captivating your pin is, the more likely it is to be re-pinned. The best boards have a good mixture of photographs, graphics and a small amount of text. Keep it varied.
Be resourceful – Large brands pin images of their own products to their boards; it’s easy for the user to click on an image and be taken directly to the brand’s own ecommerce page where the user can purchase the product.
Be friendly – Create a board called “Inside your company”. Give the viewer a sneak peek at the faces and what’s going on behind the scenes. This lets users take a closer look at the company, and personally identify with it in ways that perhaps couldn’t be achieved via other channels.
Be informative – Whatever your business, you can use specific boards to offer help and guidance on how to do all kinds of creative or practical things; tying into the products or services you offer. Perhaps if you run a gardening business you could offer advice on planting at the right time of year, if it’s a DIY business, you could offer advice on how to build something.
Be entertaining – It’s important on Pinterest to show a desire to provide a deeper consumer experience by going beyond self-publicizing.
With Pinterest you have access to countless images and an almost infinite number of themes, it’s easy to get lost among the ‘PINS’. If your company is only touting its corporate message and promoting its wares, you probably won’t achieve mass engagement and users will quickly move on.
Though Pinterest may not be thought of in the same way as Twitter and Facebook for marketing purposes, this research proves that Pinterest is quickly becoming a powerful marketing tool for businesses. Give it a try and if you get caught up in the “Rabbit Hole” and aren’t sure which way to turn, seek professional help for advice and guidance.