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Most people are familiar with Pinterest due to its abundance of recipes. (With almost 900 Pins on my Food & Drink board alone, I would know.) However, what many marketing companies, retail businesses, and advertisers don’t know is that building a presence on Pinterest can do wonders for their advertising strategy. Facebook is a great platform for building relationships with customers—and Instagram may make your business look pretty—but when it comes to sales, Pinterest rivals other forms of social media.
- 83% of Pinterest users are female, and women are four times more likely to use Pinterest than men (Business Insider, 2014).
- 150 million people use Pinterest every month. Of that amount, 60% of new signups are women and 40% of new signups are men. (Pinterest, 2016).
- Over half of Pinterest users and 75% of new signups are from outside the US (Pinterest, 2016).
- Millennial use of Pinterest has increased more than any other social network—even Snapchat. (Business Insider, 2014).
- Though the median age of Pinterest users is 40, the majority of users are under 40 (Pew Research Center, 2016).
- 30% of social media users in the US are Pinterest users. (eMarketer, 2015).
When it comes to social media strategy, you have to consider the widespread audience you’re trying to target. With the number of Pinterest users rapidly increasing, and with those users becoming even more diverse, Pinterest is a golden opportunity to focus your brand’s efforts to market to a broader demographic. From college grads moving into their first apartment to homeowners planning a remodel, your reach on Pinterest can extend far beyond those typically visiting your website or Facebook page.
How Are Consumers Using Pinterest?
- 87% of Pinners have purchased a product because of Pinterest, and 93% of Pinners have used it to plan a future purchase (Pinterest, 2015).
- 83% of people said they’d rather follow their favorite brand than their favorite celebrity on the platform (Pinterest, 2015).
- 5% of all referral traffic to websites comes from Pinterest (Pinterest, 2015).
- Active Pinners have a 9% higher income than non-users (Pinterest, 2015).
- Pinterest users claim to spend less time using traditional media (TV, magazines, and catalogs) than others, meaning they pay more attention to advertising through Pinterest (Hootsuite, 2016).
- 67% of Pinners reference Pinterest on their mobile devices while shopping in retail stores (Pinterest, 2015).
- 84% of Pinners use Pinterest across multiple devices, and over 75% of them use Pinterest on mobile devices (Hootsuite, 2016).
- Pinterest users who interact with a Promoted Pin spend 7x more than others and have 50% higher intent to purchase (Hootsuite, 2016).
Unlike social media platforms that focus on likes and engagement, Pinterest is focused on drawing users’ attention to specific products. This, in turn, can bring you sales and enhance your brand’s image. By using high-quality images, creating optimized product descriptions, and pinning actively, your customers will be more likely to follow your page and buy products from you. Pinterest isn’t just a vessel for crafts and cookie recipes; it’s a platform to draw in potential customers and build a reputable image for your brand.
How Pinterest Benefits Advertisers
- Advertisers receive approximately 20% more clicks in the month following a Promoted Pin campaign launch (Pinterest, 2016).
- More than 75% of Pins saved to Pinterest come from businesses (Pinterest, 2016).
- 70% of sales from Promoted Pins are from new customers (Hootsuite, 2016).
- Pinterest is the #2 source of all social media traffic to Shopify stores (Shopify, 2015).
- The average order value of sales directed from Pinterest is around $50, which is higher than any other social media platform (Shopify, 2015).
- People referred by Pinterest are 10 times more likely to make a purchase from an ecommerce site than on any other social media platform (Shopify, 2015).
- Pinterest is currently valued at over $11 billion and continues to grow (VentureBeat, 2015).
- Orders from Pinterest on mobile devices has increased by 140% since 2013 (Shopify, 2015).
- Every day, nearly 2 million people save product-rich Pins (Marketing Land, 2015).
- Average time spent on Pinterest per visit is approximately 14 minutes (Mashable, 2012).
Unlike Facebook’s news feed algorithm and Google’s ranking algorithm—which can make your post or page vanish from people’s sight in an instant—Pins never go away. The more you post to Pinterest, the more people will Pin your products. The more Pins you get, the more visibility your business receives. With the simple click of a button, your customers can spread your brand name like wildfire. Instead of paying per click for a standard Google advertisement, you can invest in a Promoted Pin that’ll drive your sales exponentially. Plus, these sales have the potential to bring in more money than you would’ve gotten from another social media platform.
Pin for Later: Invest in Marketing on Pinterest to Increase Your Leads & Sales
Many small business owners may assume that social media marketing is nice as an added bonus alongside standard marketing techniques, but it’s not necessarily the bread and butter of generating and converting leads. However, in the age of laptops and smartphones, social media is almost as crucial—if not more crucial in some senses—than traditional advertising practices.
Social media marketing not only makes your brand more reputable in eyes of your customers, but it also makes their path from product to sale much more efficient. Think about it: someone can read a page all about your products on your website, but if you have eye-catching visuals on a social media platform, they’ll be much more likely to click. In addition to enabling consumers to save ideas for later, Pinterest opens to door to more brand visibility for your business.
In order to best take advantage of the myriad social media marketing opportunities available to your business, you need a digital marketing company that has a proven process based on data-driven decisions. At Blue Corona, we believe that your website is a digital sales rep—it ultimately carries the growth of your company. If optimized properly, you can maximize your online real estate and establish your company as the authority in your industry. If you’re ready to use all of the marketing tools available to you—Pinterest included—contact Blue Corona today.
About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
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