Understanding the Pinterest Advantage: Part 1
Pinterest was launched in March 2010. By September 2013, Pinterest.com was already ranked 49th in world web traffic. With 23% of Pinterest’s 70 million pinners using the site daily and contributing to 2.5 billion page views monthly, the Pinterest marketplace never sleeps!
Last year, web traffic referred from Pinterest increased by 66.5%. So if you’re interested in boosting your inbound marketing efforts and online sales, keep your eye on Pinterest.
Steady referral traffic is one thing, but online sales are another. Does click-through traffic from Pinterest really convert to online purchasing more effectively than referral traffic from other social networking sites? Well, yes. It does.
Pinterest is ideal for introducing your brand and products to new customers for a number of reasons. Pinterest is not only visually and emotionally engaging, but pins are easy to share. Good visual pins draw like-minded pinners to connect with you, re-pin your content, and follow your pinboards. Ideally each of your original pins links back to one of your web pages.
We know that an average of 5 million items are pinned on Pinterest daily, and 80% of these items are repins. That’s 4 million pin shares every day, and Pinterest doesn’t filter the pins and repins posted in your feed, as Facebook does. A repin can travel far. And the creative and strategic marketing possibilities are endless. Your pinboards could include product images, stunning location shots, industry infographics, clever memes, inspiring quotes, delicious meals & recipes, entertaining YouTube videos, or enticing photos and snippets from your blog.
In January, 2014, Pinterest also introduced gifs. So how does all this shared and visual content lead to a sale? Because Pinterest pins are highly shareable and repined 4 million times daily, social sharing generates high referral traffic through backlinks.
When you create your pins with a backlink to a specific page on your website you are building a system for inbound traffic to an article, your gallery, a sales page, your products, an offer, or to one of your other social media pages. You might backlink to your blog posts on WordPress, Blogger, or Tumblr, your Facebook Page, your Instagrams, or LinkedIn articles. Then, it becomes a question of what happens once a pinner clicks through to your website.
It’s important to realize that Pinterest puts us in a relaxed, positive and engaged state of mind as we browse the pins that interest us. We let our minds imagine and create when we come across new ideas and products we want or need. Every Pinterest user is browsing, and many of them are purchasing.
Understanding the Pinterest Advantage: Part 2
With 4 million repins daily, social sharing on Pinterest not only creates new awareness of your business by circulating your pins among hundreds or thousands of other pinners, but it finds a target audience of potential customers naturally because of the nature of like-minded sharing.
A potential customer shows their interest by liking or re-pinning your pins, following your boards or commenting on your posts. The beauty of Pinterest is that after a pinner engages with your content, you can browse their pinboards to understand their interests and needs better.
Social sharing on Pinterest is an opportunity to actively connect with potential customers. Once a pinner clicks through on your pin to your website, it is an indication that their interest is moving toward desire. And, the link back to your website moves them toward a purchase.
Studies that track referral traffic from Pinterest, and other social networking sites, and look at all the activity that resulted in revenue, have measured the first-touch revenue from customers. Pinterest generates over 400% more revenue per click than Twitter and 27% more revenue per click than Facebook. Pinterest’s strong performance with first-touch revenue confirms that customers find and connect with new retailers and brands, selling on Pinterest.
These customers are not merely reinforcing a pre-existing interest they have in a particular brand. And they aren’t using Pinterest merely as a navigational method to visit brands online that they are already familiar with. Pinners are browsing, discovering, and purchasing from new brands and products.