Visual Content

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.

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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!