How To Use Pinterest To Help People Discover Your Business
Posted on May 9, 2014
Filed Under Brand Building, Content Marketing Strategy, General, Internet Marketing, Marketing, Pinterest, Social Media, Social Media Marketing, Social Networking, Social Networks, Traffic Building, Viral Marketing
On November 20, 2013, Pinterest introduced Place Pins. Now, we are going to go deep into this latest addition to the Pinterest arsenal, but before that, let’s look at some updated Pinterest stats that will no doubt reflect the reason why Pinterest is not just another social network. It is, in effect, the fastest-growing social media site of all time and in its 3 years of existence, Pinterest has become a huge traffic referral for businesses.
1. The conversion rate of traffic referred from Pinterest is 50% higher than the conversion rate of traffic from other sources.
2. Pinterest users are spenders. They spend more money on more goods more frequently than Facebook, Twitter and Google+ users.
3. Pinterest generates four times more revenue per click than Twitter.
4. Pinterest generates 27% more revenue per click than Facebook.
5. 47% of U.S. online consumers have made a purchase based on a recommendation from Pinterest.
6. 80% of Pinterest pins are repins, which means that, although Facebook is the all-time social sharing champion, Pinterest is not far behind.
With stats like those, it comes as no surprise that an increasing number of businesses are leveraging the Pinterest platform to 1) help people discover them, 2) increase visits to their websites and subsequently 3) generate leads and sales.
And it’s working!
About Place Pins
Last year, right before the holiday season, Pinterest launched a new feature that will potentially benefit local businesses massively in increasing in-store traffic. This new feature is called Place Pins. Basically, Place Pins is a new type of pin. It allows Pinterest users to map their pins to certain locations. Originally, the point of this new feature was to benefit travel planners (Every day people pin about 1.5 million places of which more than 750 million pins are of travel destinations). But now that the feature is rolled out, it’s fairly obvious that it has great application for local businesses as well.
The Significance of Place Pins
In effect, Place Pins combine the beautiful imagery that you would expect of a travel magazine with the practicality of an attached online map that you can share with your friends. These maps can be accessed from anywhere on your Android device or iPhone. This means that, with Place Pins, you can find places and get directions on the go. Imagine how convenient such a tool would be if you were in the middle of nowhere in Spain and you needed somewhere to crash or somewhere to go for a warm meal. Place Pins also include details like an address and phone number right on the Pin.
To create a board of Place Pins, simply select “Add a map” when you create a new board. You can also convert an existing board to a board of Place Pins. You can then map your new and existing Pins on the board.
Place Pins for Local Businesses
For local businesses, Place Pins have great potential. You see, with this new feature, Pinners can now explore Pins in a map-like setting. It’s like Foursquare and Yelp all rolled into one. And because people can access Place Pins on the go using their mobile devices, with the right board and pin settings, you can help people find your business and share it with their connections. Place Pins are, in essence, information-rich Pins. They contain extra details that will help people find you. So don’t lose out on this marketing opportunity.
To help people find your business with Place Pins:
- The images on your website need to be mapped and converted into Place Pins.
- Create boards of Place Pins that resonate with your audience. Think local here. For example, your boards could contain a local guide for out-of-towners.
- Hang signs in your store to encourage people to pin your location.
- Offer your local customers an incentive for pinning your images and location.
Pinterest is one of those social media sites that users get totally immersed in and spend hours at a time enjoying the soothing effect of amazing imagery via pins. Businesses, irrespective of size, should leverage the popularity and practicality of Pinterest. As we’ve covered, more than 80% of the content shared on Pinterest consists of Re-pins, which is basically free publicity by active participation of users. In addition, more than 70% of brand engagement on Pinterest is generated by users themselves without any active promotion by brand owners. Pinterest is also constantly improving its user experience. We’ve discussed Place Pins. Last year, Pinterest also introduced the Pinterest Holiday Giving Guide to assist users in buying gifts for their friends and family for the holiday season. So yeah, it would be a wise decision to start investing some time on it.