Why Use Pinterest, Anyway?

Posted by: Chris Marentis

Why Use Pinterest, Anyway?


Pinterest is different.

That’s the first thing you have to understand before you dismiss it as just another social media site. Even though you’re likely running campaigns on larger sites like Facebook and Twitter, Pinterest offers unique tools that can reach your market more effectively.

The main advantage of Pinterest for businesses is that users utilize Pinterest less as conversation platform and more as an online shopping tool. To prove this point, in anticipation of Cyber Monday, users pinned various items they wanted to buy and then purchased them during the sale. Sales stats reveal that Pinterest revenue tripled during the event, showing that people pin things because they have the intent to buy.

pinterestMoreover, since repins make up 80% of the site’s activity, every follower or sale you make spreads your brand name to a growing audience. This means that marketing on Pinterest is easier and faster than many other social sites because the site’s members are already in the consumer mindset.

Maximize the Effect of Your Posts

The features that make Pinterest good for businesses also make it challenging. Consumers navigate through thousands of pins that compete for their attention on every page or board they visit. Here are some things you can do to get the most out of your posts:

  1. Direct Users to Your Website – According to Social Media Examiner, Pinterest brings in more referral traffic than Google+, LinkedIn, and YouTube combined. You can take advantage of this by pinning content from your company website to expose your goods and services to your followers.
  2. Make Your Posts Useful and Educational – You can increase people’s confidence in your brand by constantly pinning relevant information about your industry. For instance, if you’re a roofing contractor, you can post helpful tips about how to install shingles or how to maintain them properly. But be sure to include visuals to keep viewers interested.
  3. Think of Quality Over Quantity – Posting too much might make users treat your content as spam. On the contrary, it’s better to be selective of what you show off because if you post only the most attractive and applicable visuals, people are more likely to repin your pages.
  4. Pay Attention to Trends – You can keep discussions alive by using hashtags that the online community can keep track of. For this to work, make sure that the topics of your posts are in line with what’s popular so that it’s easy for users to jump in.

Aside from these hints, we have another blog post about how you can further increase the effectiveness of your Pinterest marketing by optimizing your images and content. Not all social media platforms have the same purpose and being active on multiple social sites is essential to generating more leads. Always remember that one of the most important rules in advertising is to go where your customers are.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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