insightfulmarketing

Simple, effective and insightful small business marketing

How Pinteresting February 22, 2012

How many of you are pinning?  Pinterest, the newest social media site, just hit more than 10 million unique visitors, making it one of the fastest growing websites ever. In the past six months, visits to Pinterest grew by 4,000%, receiving 11 million hits in just one week! I have been seeing or hearing about the site everywhere…from the delicious recipes I was perusing on Lynn’s Kitchen Adventures that had a link to her Pinterest page to the friend at my son’s basketball game last weekend that shared she recently got an amazing recipe and her kid’s Valentine idea from the visual pinboard.

English: Red Pinterest logo

Pinterest was named the best new start up of 2011 by TechCrunch and is doing a great job of driving traffic, leads, and sales. In fact, early research indicates that Pinterest is more effective at driving traffic back to a website compared to other social media sites, even Facebook. Josh Davis includes some interesting stats on his blog:

  • Pinterest is now driving more traffic to the Real Simple website than Facebook is.
  • Warbly Parker, the hip but inexpensive eyeglass retailer, reports that 11% of its social traffic is coming from Pinterest. 18% is coming from Twitter.
  • Like many early bloggers, Kate Bryan managed a blog that was based around her interests, but it never generated many readers. She blogged about her professions of hairstyling and jewelry making, and also her craft projects. Hairstyles are extremely popular pins on Pinterest. Kate started pinning her own work and rapidly started generating traffic. In five months, she achieved over 14,000 new subscribers to her site as well as generating over one million page views from Pinterest.

What’s unique about Pinterest compared to most social media websites, is that it reduces the number of steps from discovery to the coveted conversion. This means that visitors from Pinterest convert into leads or sales faster than from other social media sources. Pinterest is also a great tool for increasing links back to your website, thus driving more traffic.

Image representing Twitter as depicted in Crun...

Let’s look at Twitter, as one example. If a person reads a tweet regarding a product, it’s less likely that a user will buy that product from just seeing one tweet – well, we’re all a little shallow so maybe unless it’s celebrity-endorsed. Are you in the market to pay big bucks for Snoop Dog, Tori Spelling or the Kardashian’s to endorse your tweets? Ummm, probably not!

The site now connects with Facebook, according to a recent Open Graph announcement, which enables users to automatically post new pins to their Facebook news feed for others to see. This translates into more people from other channels getting access to the images you post to Pinterest. However, for business marketers, right now Pinterest only connects with personal Facebook profiles, not business pages, so there is no way for businesses to automatically share their pins to their Facebook pages. In order to do so, marketers must manually share the link to the pin on their business page.

Yet, if marketers sign up for Pinterest using the same email address used for their corporate Twitter account, they can automatically share the pins they post to their Twitter account.

So ask for your invitation and start helping your customers plan their wedding, select their next pair of shoes or just let them get to know your business brand better through the visuals you pin.

Happy pinning!

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