Since its launch three years ago, Pinterest has taken the social media world by storm. It has become the third highest-trafficked social media site in the United States. The number of people who haven’t heard of Pinterest is drastically dwindling. However, there are still a number of people who don’t know how Pinterest can be useful in marketing their brand or business.
First, Pinterest is more than just cats, cupcakes, and crafts. The pinboard-style website allows users to create and manage theme-based image collections. Essentially it’s a place to collect and curate anything that visually appeals to you. It’s designed to be visual and, more importantly, social.
Each month, Pinterest has more than 20 million monthly active users spending on average over 90 minutes on the site. These users are browsing through pins, re-pinning, liking, and clicking through to websites. In fact, the social network has become known for driving referral traffic. A study done last summer revealed that the site had passed Google, Bing, Twitter, and StumbleUpon in referral traffic. As of September 2012, it was the fourth largest traffic driver worldwide.
So what does this mean for your business?
Pinterest provides an outlet to promote your brand or business in a completely different way. It’s a more relaxed way of advertising. In addition to pinning items that are related to your business, you can also share items that reveal a little more about your business’s personality. For example, our company’s Pinterest page has pinboards for analytics and SEO information, but we also show our fun side through a board of funny things we’ve found around the web.
In a recent article on the benefits Pinterest offers to businesses, marketing consultant Shell Robshaw-Bryan said, “As with all social networks, one of the benefits of using Pinterest is that it gives you the ability to define not only a brand, but to expose the person or person behind that brand.”
“This makes it much easier for people to relate to your brand and showcasing your passion, interests and areas of expertise is a great way of connecting with potential customers.”
Since we last wrote about the pinning phenomenon on our blog, Pinterest has started offering business accounts and paving the way for businesses and brands to participate on their site.
They took it a step farther recently by rolling out an easy-to-understand Web Analytics tool specifically geared towards businesses. The free tool allows businesses to see how many people have been referred to their websites through Pinterest, as well as how many people have pinned from their website and the number of views each pin has.
Pinterest is proving itself as a valuable marketing tool. We’ve included a brief list below of ways in which you can use Pinterest to benefit your business or brand.
- Pin interesting things happening in your industry. Don’t worry about pinning content that is exclusively yours. Share interesting and helpful resources that relate to your industry.
- Stay balanced. Create boards that promote or explain your product, but add some fun or inspirational boards into the mix as well.
- Share articles and blog posts. Pinning your blog posts is a great way to drive traffic to your company’s blog. A catchy photo and caption may capture the attention of someone who has never heard of your business before and result in a click through to your website.