Is Pinterest right for your business?
Since it launched in 2008, Pinterest has embarked on a growth trajectory that has confounded sceptics. In March this year, TechCrunch reported that the virtual pinboard was trouncing social media rivals such as Twitter when it comes to generating search referral traffic.
The social sharing site, which invites users to collect and curate images and inspiration from around the web, has proven highly addictive – a June 2012 article by Search Engine Journal states that Pinterest counts nearly 10.4 million users and has clocked a growth rate of 400 per cent month on month.
Unsurprisingly, the highly visual nature of Pinterest has resonated most with food lovers, design fans and the fashion obsessed, equipping businesses in those categories with powerful insights into emerging trends and shifting tastes. Pinterest’s role as a consumer radar can help brands shape a product offering that responds to their target market – a fact that pays dividends for customer loyalty, repeat business and sales.
Although it’s tempting to jump on the Pinterest bandwagon, doing this without a strategy is a recipe for disaster. Here are some questions you should ask yourself before taking the plunge:
Will Pinterest work for my target market?
Pinterest is naturally suited to businesses with a strong visual focus, which puts lifestyle, fashion and consumer brands in the perfect position to reap its rewards. If your business doesn’t fall into these categories, Pinterest might not be the best use of your time and resources. If you sell office equipment or provide a service instead, you just need to project your business in a more visual way. Take creative images of the office supply being used or take photos of the finished product of your service or images of inspiration. The options are endless, you just need to be a little creative.
Am I being selective about the images I curate?
Pinterest is about forging authentic connections and fostering dialogue with users that are engaged with your brand. That’s why you should focus on creating content that will resonate with your target audience, rather than blind promotion of your products and services. Taking a considered approach to the content you curate will also spark greater levels of sharing and more repins – factors that are proven catalysts for search traffic and conversion.
Can I back up my Pinterest strategy with statistics?
Make sure you keep on top of Pinterest statistics by tracking the users that pin and repin your posts. This will allow you to foster relationships with influencers and drive referral traffic back to your site. It also helps to embrace tools such as PinReach and Pinerly – resources that let you measure trending pins and view data related to your Pinterest account. But if you’d like to assess your conversion patterns, you can’t go past Google Analytics. The popular analytics platform will let you pinpoint the content that helped generate the sale and help you refine a formula for Pinterest success.
Pinterest can serve as a powerful resource for businesses, but its value depends on the effectiveness of your strategy. Embark on some careful planning before diving in and you’re sure to see the results.
Make sure you explore your social marketing options and choose the best strategy to suit your business and its nature. If you are unsure on where to start, WebCentral provides a wide range of online marketing strategies that will help grow your business online. Call us on 1800 800 099.