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Are you considering if Pinterest is a smart investment for your digital marketing strategy?
If you're not, you should be. Pinterest has grown to more than 400 millions users worldwide, and the growth will only continue on an upward trajectory. And if you think the platform is only a forum for recipes and travel ideas, it's time for you to rediscover the power of Pinterest.
Small business marketing has changed the way many companies expand their audience. The online world provides business owners, in all industries and all sizes, with the opportunity to reach their target audience conveniently and quickly. If you're ready to learn more about this powerful platform and how it can help you reach your audience, keep reading here.
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Pinterest is a social network for sharing and collecting ideas. Some categorize it as a social media platform, but it's more of a search engine than a social media network. You can actually think of it as the world's largest discovery universe with search functionalities.
Users visit Pinterest to find ideas and inspiration for almost anything, from dinner ideas to crafts and even motorcycles. Certain industries will perform better on Pinterest than others. But as mentioned, millions of people are on this platform, and it's likely that your target audience is too.
The name Pinterest comes from the activity users engage in when they find an idea they want to save to their digital bulletin board. Pinterest allows users (called Pinners) to organize images and videos (pins) into personal collections known as boards. On Pinterest, users often revisit their saved content before actually turning to their preferred search engine. For the same reason, Pinterest is your unique opportunity to increase your company's visibility.
Every month, there are 459 million active users searching for ideas and inspiration on Pinterest.
Users save inspiring content on Pinterest every day, which they want to remember and revisit later.
A quarter of the user time on the platform is actively spent searching for and purchasing products.
On Pinterest, a post has an average lifespan of 3-4 months, while on Facebook it's 5 hours, Instagram is 48 hours, and Twitter is 18 minutes.
Pinterest is the third-largest social network in the USA. However, Pinterest is now growing faster in the rest of the world than in its American base.
The average Pinner performs 8 searches per month. When you multiply that by the number of users on Pinterest, it amounts to more than 2 billion searches every month.
When you create an account, Pinterest asks for your interests and hobbies so it can create a personalized profile for you with content you prefer and find inspiring.
As a user, you can pin the content on the platform that you like. These small pins act as bookmarks, saving the content for later and helping you discover similar content. With each new pin, your virtual boards expand, which you can later access, search, and learn more about.
Users can find saved pins in two ways. They can either scroll through their home feed, which consists of content based on previous searches, or they can search for something specific. Pinterest allows users to create individual virtual bulletin boards by grouping interests to make the experience more targeted and structured. For example, instead of having just one field titled "Things I Like," the user will have multiple boards based on different categories like "Dinner Ideas," "Organization Ideas," and "Home Decor Ideas" - all tailored to the user's interests and needs. Pinterest is a lifestyle search engine app that enables users to find inspiration, and many use it to let their dreams and ideas run free.
As a business, you can use Pinterest to share information and ideas on how your company can help and inspire your target audience. For example, a chiropractor can write an article on the top ten tips for treating back pain and then create a pin on Pinterest with that title. Here on the site, we will delve into more details on how to use Pinterest to grow your business. But for now, we hope you have become aware of how advantageous the platform is for many business owners.
A business account allows you to create and upload pins, video pins, and idea pins. The different types of pins make it easy for you to showcase your products and services to your target audience.
Only with a business account can you create Rich Pins and track your analytics. Rich Pins are important as they allow you to share more information with your viewers on Pinterest.
When sharing content on Pinterest as a business, it's a good idea to provide some information and benefits in the image and accompanying text, revealing what the recipient can gain by clicking on the content. This piques interest and entices the recipient to click, resulting in a higher click-through rate.
On your business account, you need to create virtual boards. These boards should tell Pinterest exactly what your account is about. There's no time to fumble in the dark and be imprecise. Titles and descriptions are searchable on Pinterest, so make sure to use the exact keywords you want your business to rank for.
Keywords are an essential part of Pinterest. In fact, it's Pinterest's unique search function that sets it apart from other social platforms like Instagram and Facebook. So, use it to your advantage and set up your account with sharp and well-defined keywords from the beginning.
And if you already have an account, take the time to go back to your profile name, description, board names, and descriptions to ensure you're sending the right signals to Pinterest's search algorithm.
Finally, it's time to create your pins. It's all about creating fantastic graphics and images that are so compelling that they entice the recipient to click and check out the content. As mentioned, you can add text overlay to your images to provide the recipient with additional insight into what they can expect if they choose to click through to your website.
In the example of the chiropractor's article on back pain, for instance, the chiropractor can use an image of a person experiencing back pain with overlaid text that says, "10 ways to recover from back pain this weekend." This communicates the exact benefit the viewer will receive when they click to read the article.
Pinterest is used to search for ideas, inspiration, and dreams. For that reason alone, it's crucial that you ask yourself: What does my business offer to the audience? By keeping that question in mind, you'll best reach your target audience on Pinterest.
The key to success on Pinterest is to center your content around the customer. You can do this by considering the questions your customers are already searching for online and creating content on your website that answers those questions. Your pins on Pinterest can help your potential customers find this information on your website rather than with your competitors.
So, go ahead and create pins that share your industry expertise while inviting the recipient to explore the many benefits you can offer. By doing so, you'll experience organic growth for your brand.
Yes, organic search traffic is great for long-term success. However, you also need customers and new business here and now. With changes in privacy, many are turning to paid Pinterest traffic.
Due to its amazing search capabilities, Pinterest offers a unique way to reach your audience through paid advertising. With Pinterest ads, you can target your audience based on keywords, interests, age, and location. The ability to boost your pins in a search feed is Pinterest's strength and what sets the platform apart from other social media platforms.
Previously, you could use retargeting and look-alike audiences to reach your customers on other platforms. However, you were still reliant on reaching them when they were ready to make a purchase. When your customer searches for a specific keyword on Pinterest, they already have the intention to find the information they need.
That's why there is a much higher conversion rate from search traffic compared to paid traffic from other social media platforms. So, take the time to get to know your audience and research what they are searching for online.
Once you have a better understanding of your audience, you can create a paid campaign that targets your keywords. When your potential customer searches for your keywords, Pinterest will display your pin near the top. Over time, your organic pins will also start to rank for these keywords, but in the meantime, use the power of paid advertising to accelerate the process.
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