Using Pinterest to Grow Your Business
Posted 09 August 2013
Pinterest, the 3rd most popular social media site, remains something of a mystery to many businesses.
We tend to understand the value of Facebook, Twitter, Google+ as direct and indirect marketing tools. However, Pinterest is something quite different.
How does Pinterest work? Well, quite simply, users ‘pin’ images that they find on the internet using a tool which is installed in their internet browser. They can then group their pinned images in folders alongside similarly themed inspiration.
It’s hugely popular with art and design aficionados and has a meteoric following amongst home improvement enthusiasts who can essentially use the platform to produce mood-boards and share favourite design ideas.
However, until now Pinterest has proved to be rather elusive for businesses and marketers trying to gain an advantage over their competitors and increase the scope of their audience and influence.
Until now, that is.
Here is a little update from e-commerce platform Shopify explaining the impact that Pinterest is having for e-commerce websites:
While it’s still relatively new to the social networking scene, Pinterest is already having a huge impact on the ecommerce industry. After analyzing data from 25,000 Shopify stores, we discovered that referral traffic from Pinterest to Shopify stores is equal to traffic coming from Twitter. Of the traffic from Pinterest, shoppers are 10% more likely to make a purchase compared to those who arrive from other social sites. Of those purchases, the average order is $80 – double the average order of customers coming from Facebook.
In other words, the quantity and quality of referral traffic from Pinterest mean that for e-commerce stores it is currently outweighing Facebook and Twitter. If this is the case, and the statistics are certainly compelling enough, how can businesses leverage Pinterest to connect with more people and ultimately increase sales?
It has to be said that getting started is simple enough. It will also have the added benefit of helping you appreciate what your site visitors enjoy visually – particularly helpful when thinking about how your website design should look.
Here are 2 obvious ways to begin using Pinterest to grow your business:
1. Have a Pinterest Business Profile
Setting up a Pinterest business profile is a no-brainer. You’ll have a profile and be able to organise boards as you choose. Anybody viewing your profile will receive a highly-visual indication of the kinds of products/services/images that they can expect from your business.
This will give you the opportunity to become a resource. If you find something interesting, beautiful or compelling, ‘pinning it’ will enable your followers to find it too. You’ll become an authority.
As with all social media platforms, it’s another great way to drive your search engine optimisation, building your authority and increasing the number of links to your website.
2. Share Your Content and Photos
Pinterest will also give you an opportunity to share photos and images relating to your business. If you’ve got great products, by all means ‘pin’ them from time to time. However, ensure that you’re offering a balanced and genuinely attractive selection of visuals to your followers.
The beauty of Pinterest is that it allows businesses to share their brand, and, just as importantly, continue to find inspiration to help them connect with customers better than ever before.
*Top Tip: if you’re keen to dip your toe into the Pinterest waters but aren’t sure quite what you’re doing, creating private boards will help you get up to speed without sharing your findings with the world!