Pinterest

The Art of Pinterest Marketing

Pinterest logo

 

Social media has become a huge part of digital marketing strategies. Facebook, Twitter, Instagram, LinkedIn… But one that really stands out to me is Pinterest.

I love Pinterest for personal reasons: I find delicious recipes, fashion inspiration and messages that empower me. But Pinterest is not just a fun, mindless social media outlet. It has the potential to make a significant impact on your business.

Visual Content

You already know how I feel about visual content. And it doesn’t get much more visual than Pinterest. Create different boards showing off your products/services. Re-pin brands you admire and align with. Show users who you are as a brand through your pins- show them you’re human, not just a “machine.” And yes, a lot of this can be done through Instagram, but that brings me to my next point…

Referrals

According to a Business Insider article, Pinterest is the second biggest source of social referral traffic. And isn’t that everyone’s goal? More traffic to their site? More traffic, more conversions, more $$. Starting to see the draw?

Engagement

Facebook and Twitter may have Pinterest beat in terms of users, but Pinterest wins in other ways. The half-life of a social media post is when the piece of content has reached 50 percent of its total engagement. According to a Wisemetrics blog post, the half-life of a Tweet is 45 minutes and of a Facebook post is 90 minutes. So relatively soon after you post something on either one of these platforms, it disappears. But this is not the case for Pinterest. A Piqora study shows that pins are discovered long after they are posted. In fact, “50 percent of visits happen after 3.5 months of first pinning.”

It is time to embrace Pinterest as an effective marketing tactic. Pin to boards, engage with users and add a “Pin It” button to your site. The numbers don’t lie.

Technology and the Rise of DIY

Ten years ago, if you heard people talking about sewing, scrapbooking or crafting, you would assume they were referring to their grandmother. But in the past few years there has been a huge shift in behavior and DIY is once again trendy—and not just for the older generation. In fact, according to a Cricut survey, more than half of DIY-ers are under the age of 35!

The obvious answer to this change is the economy. With a poor economy, people are more frugal and thus more likely to “do it yourself” rather than buy a product or hire someone to complete a service. And there is no denying that the current state of our economy plays a role in the rise of DIY, but I think it is technology that truly ignited the fire.

There are 70 million users on Pinterest worldwide, according to an Omnicore infographic. And the top two categories are “Cooking & Dining” and, yep, you guessed it, “DIY & Crafts.” I personally never really considered myself a huge crafter, but after a few pinning frenzies, I had a whole board dedicated to different DIY projects. And in an age where validation comes in the form of likes, comments and shares, the next step is to take photos of these beautifully crafted homemade trinkets and post them on social media.

Crafting has even become an easy business venture with online stores—the most popular of them being Etsy, which features over one million artisan sellers. People can create their own “shop” on Etsy’s website and sell their handcrafted items to people all over the world. How cool is that.

So while the return to crafting and homemade projects may seem a little retro, the addition of technology really adds a whole new dimension to the term DIY.

The New King

I keep hearing the phrase “content is king.” And while I have to agree with this statement, I believe it even goes a step further.

Visual content is king.

People are drawn to images. Don’t believe me? Take a look at your Facebook newsfeed. I can guarantee it is filled with pictures. Need more proof? How about we examine a few statistics:

  • According to Shareaholic’s 3rd Q 2014 Social Media Traffic Report, Pinterest is the second largest driver of online traffic (second only to Facebook—which we have already discussed is heavily saturated with images.)
  • Instagram has confirmed it has more than 200 million active users.
  • A Mushroom Network infographic shows that YouTube is the second largest search engine in the world (second only to Google and, well, it’s Google.)
  • And speaking of infographics…Kissmetrics says infographics (visual representations using both images and words) are 30 times more likely to be read than plain-text articles.

And if you think about it, it makes perfect sense. Do you learn more by reading words or by seeing a visual representation?  Maybe you have a photographic memory, but if not, I am going to guess you picked the latter.

People love images. So use this information and work it into your marketing tactics. Start a Pinterest board, post to Instagram, create an infographic—your company and/or client will thank you. Promise!