When most of us think about developing a social media strategy for our business, we often don’t get past FaceBook, Twitter and LinkedIn. But with new ideas and advancements popping up all the time, the likes of Pinterest could take pride of place in our future social media engagement plans.
With 25.3 million unique visitors, Pinterest now accounts for almost 10 percent of all traffic from social media engagement sources and is still growing. Studies have shown that a Pinterest user is 72% more likely to have found an item to buy on the site than a Facebook user on Facebook. Therefore, Pinterest could be an interesting new marketing tool for you. But how should you use it?
Before diving head first into Pinterest, you should first assess if it is the right social medium for your business. For most companies, we advise you to use Pinterest only if your profession, products or services have any pinnable content. For example, if yours is an educational company that offers courses, your pinnable content is likely to be considerably less than that of a clothes retailer. It is important you remember that social media for business needs to be carefully selected, not simply used because it seems popular. Make sure you have enough images that can be shared, so your account remains interesting to share and follow.
To help you make the right decision about whether Pinterest could be a valuable part of your social media strategy, consider these statistics:
- 28.1% of users have a household income over $100,000.00.
- Users spend an average of 15.8 minutes on the site, per visit.
- 50% of users have children.
- 68.2% of users are female, 31.8% are male.
- 97% of Pinterest’s Facebook fans are women.
- There has been a 2702.2% increase in unique visitors since May 2011.
- Most Pinterest users are aged 25 to 34, with 18 to 24 and 35 to 44 year olds also significant user groups.
- Pinterest has 1.36 million visitors every day.
- Apparel retail referrals from the site rose 289% from July to December 2011
Once you’ve decided Pinterest is the right social media engagement fit for your business, the key is to start simple. Check out the Pinterest Goodies page to find out what you need and select options that best work for you.
Your next step will be to get more involved. Think about your business and what you have to offer, and start creating pinnable content. Find the right imagery or content and make it interesting, creative and fun. Promote your Pinterest boards and encourage customers to use the Pinterest buttons you’ve setup.
To ensure your site translates into an avenue for new business, your social media strategy should also encapsulate how you will approach optimising for search engine results or SEO. One simple method is to think about the words you use. When creating a description for a new pin, carefully select and include relevant keywords.
The final step in your Pinterest social media strategy, as in website or mobile development, is to monitor and evaluate your success. Connect with your brand ‘representatives’ and visit the ‘sources’ subdomain to find out who is sharing your content on Pinterest and what is being shared. This will help you in deciding what content is really ‘pinnable’ and useful to potential customers and what is not.
Like FaceBook, Pinterest can be a valuable part of your social media strategy and integrated into your approach to eCommerce. When planning how you will integrate the two, think about the type of product images or graphics consumers may be interested in and how you can link those back to your eCommerce site or mCommerce site. Intertwining other social media with your Pinterest, such as Facebook and Twitter will also make your communications more interactive and help you reach a larger group at once.
If you have created your Pinterest account, here are some simple but effective rules from our social media experts:
- Update your Pinterest account regularly.
- Keep an eye on what others are saying about you.
- Put time and effort into posting useful information with good content.
- Promote your other sites by making connections to Facebook, your corporate site or your blog.
- Encourage visitors to participate interactively, as this will make you more visible to other clients.
- Make sure your content can be shared, so conversations about your products and services increase.
- Consider how your social media presence can influence your eCommerce success.
For more information about developing your social media strategy, please contact Platform on (02) 9911 7788.