In the ever-evolving landscape of digital marketing, you and other small businesses should constantly be seeking innovative ways to stand out and connect with your target audience. One platform that often gets overlooked (or gets underrated) is Pinterest, which has gained immense popularity in recent years. Some would even say with the rise of highly visual social platforms like Instagram and TikTok, Pinterest has become the equivalent of Google in the visual realm of search engines, appealing to the mindset of this generation. Pinterest may be the gateway you're looking for to improve your business’s marketing efforts.
Pinterest by the Numbers
Before delving into the benefits of Pinterest for small businesses, take a look at some of these statistics which should help you realize how impactful it can be:
Active User Base: With over 440 million monthly active users worldwide, Pinterest ranks number 14 on the list of most popular social media platforms (and that’s including platforms like Weibo, QQ, WeChat and others that are more popular in Asia, and may not be used by your target audience).
High User Engagement: Pinterest users are known for their high level of engagement. One study showed that compared to other social media sites, pinterests users are three times more likely to click on the links which lead to a company’s website, which helps explain why 28% of social media referral traffic comes from Pinterest!
Purchase Intent: One of Pinterest's unique strengths is its influence on purchasing decisions. According to a study by Pinterest, 83% of weekly pinterest users have made a purchase based on Pins they saw from brands.
Now that we have a glimpse of Pinterest's potential, let's explore why small businesses should consider harnessing its power.
10 Reasons Why Small Businesses Should Use Pinterest
1. Visual Storytelling
Pinterest is all about visuals, making it ideal for showcasing your products or services in an appealing and creative way. Small businesses can leverage Pinterest to tell their brand story utilizing images of their products.
2. Drive Traffic to Your Website
Each Pin on Pinterest can include a link back to your website. This means you can use Pinterest to drive traffic to your online store, blog, or landing pages, ultimately increasing your website's visibility.
3. SEO Benefits
Pinterest is essentially a search engine for images and ideas. Optimizing your Pins with relevant keywords can improve your discoverability on both Pinterest and major search engines like Google, giving your business an SEO boost.
4. Connect with a Target Audience
Pinterest allows you to target specific demographics and interests, ensuring your content reaches the right people. You can create boards and Pins tailored to your ideal customer, increasing the likelihood of engagement and conversions.
5. Inspiration and Trends
Small businesses can keep a close eye on trending topics and ideas within their niche by following trends on Pinterest. This can spark creative marketing campaigns and product development.
6. Increase Brand Awareness
Consistent and visually appealing Pins can help increase your brand's visibility on the platform. As users engage with your content, more people will discover your business, leading to organic growth.
7. Rich Analytics
Pinterest provides valuable insights into your audience's behavior and the performance of your Pins. These analytics can inform your marketing strategy, helping you refine your approach over time.
8. Collaboration Opportunities
Pinterest allows collaboration on group boards. Small businesses can partner with influencers, customers, or complementary businesses to expand their reach and engage with new audiences.
9. Advertise Effectively
Pinterest offers paid advertising options, such as Promoted Pins, which can help small businesses target specific demographics and drive more traffic and conversions.
10. E-commerce Integration
Pinterest offers shopping features that allow users to purchase products directly through the platform. This seamless integration can boost sales for small businesses with online stores.
Tips for Small Business Success on Pinterest
Now that you understand the potential benefits of Pinterest for small businesses, here are some tips to make the most of this platform:
Integrate it into your Social Media Posting Schedule
If you're already making the effort to post regularly on platforms like Instagram, Facebook, and LinkedIn, consider adding Pinterest in the mix of posts. While there is some customization that's recommended to help people better scan your content, this helps get your expertise on the visual search engine as well.
ProTip: Don't have a social media manager on staff? Our Media Team does social media partnership, which includes several curated posts a week upon your approval to your socials, including Pinterest. We can also assist in curated stylistic templates for each platform that match your brand and goals.
Create High-Quality Visual Content
Invest in high-quality images and graphics that reflect your brand's aesthetics and messaging. Pinterest is a highly visual website, so you want to make sure your business looks great.
Optimize Pins for Search
Use relevant keywords in your Pin descriptions, titles, and boards to improve discoverability.
Consistency Matters
The same as other social media platforms, consistency is king. Maintain an active presence by regularly pinning fresh content.
Leverage Analytics
Regularly review Pinterest analytics to track the performance of your Pins and boards and make data-driven decisions. Look for patterns on which of your pins have been performing well, and try to replicate anything you think is leading to success.
Engage with Your Audience
Respond to comments, interact with followers, and build a community around your brand. It’s the same with other social media sites - if you want to influence people, you have to know how to connect with them.
Promote Your Best Pins
Invest in Promoted Pins for increased visibility, and don’t forget to aim those at your target audience.
Utilize Rich Pins
By enabling Rich Pins, you can provide additional product information, including pricing and availability. This makes it easier for potential customers to purchase your products through Pinterest.
Tell Your Brand Story
Use Pinterest to narrate your brand's story, values, and mission through visuals. Boards give you a chance to put a lot of visuals in one place, making it easy to show off what your business is capable of.
With its massive user base, engagement potential, and various features tailored for businesses, Pinterest is a versatile platform that offers small businesses a unique opportunity to enhance their marketing strategy. If you plan on pinning your way to success, but may be lacking the media or manpower to make it happen, then give us a call and see how we can help you. Maybe you need some custom-made pin templates or maybe want some quality photos of your products to post - we can help you out. You can drop by our Nashville office, shoot us an email, or contact us in whatever way works best for you.
SOURCES:
West, Chloe. “24 must-know Pinterest stats for marketers in 2023.” Sprout Social. 8 March 2023 (accessed 6 September 2023)
“The Most Surprising Pinterest Statistics And Trends in 2023.” Gitnux. (accessed 5 September 2023)
Lua, Alfred. “21 Top Social Media Sites to Consider for Your Brand in 2023.” Buffer. 15 March 2023(accessed 6 September 2023)
Mistakidis,Allie. “The Ultimate Guide to Organic Pinterest Marketing for DTC Brands.” Triple Whale. 16 August 2023 (accessed 7 September 2023)