As a business owner, you know the importance of identifying your target market and engaging them on their own terms. In the smartphone era, this means identifying which social platforms your target audience uses and creating engaging marketing copy that will encourage them to navigate away from their feeds and towards your products. But in adopting an omni-channel approach to social media, there’s one platform that’s consistently overlooked. Brands are always keen to make their presence known on Facebook and Instagram… but rarely do they use Pinterest.
This overlooked and underappreciated platform can help you to make a big impression on your target audience. It’s not all about wedding dresses, puppies and interior decor ideas. It can give your brand a significant headway in the markets that matter most to you, even if you have your sights set on the B2B market.
What is Pinterest?
In case you are unfamiliar with Pinterest (or have only heard of it in passing), it is equal parts search engine and social platform. Users search for images using the platform’s search engine which are then “pinned” to a virtual board. It has over 291 million active users a month worldwide, creating over 175 billion “pins”. The majority of users (just shy of 80%) are female. If you’re targeting a younger female market, it behoves you to establish a presence there.
Here are a few reasons why…
Pinterest is used regularly and actively and when properly leveraged can drive a huge amount of inbound traffic to your online presence. Take a look at some of these stats;
- 50% of millennials use Pinterest on a monthly basis.
- Almost as many (47&) millennials on Pinterest buy something they interact with on the platform.
- 83% of women on Pinterest use it to plan life moments. This is compared to 44% for Instagram and 53% for Facebook.
- 52% use it to learn more about food and drinks.
- 70% use it to find watches, jewellery and accessories.
- 78% of users say content from brands is useful.
In light of those stats… what are you waiting for?
It can provide useful audience insights
Need to get to know your target audience a little better? Pinterest has excellent analytics to help you ascertain which pins are performing well, who is looking at them and what else they’re interested in. And that’s invaluable data for building customer profiles.
It’s a great visual search engine
The visual nature of Pinterest allows you to engage users with beautiful images of your products and help to tell them a lot about the quality of your products without actually saying a word.
Using Pinterest can also give your SEO a boost. Pins are crawled and indexed by Google and other search engines, and though pins don’t have the “link juice” needed to boost domain authority, they can drive traffic to inbound links by matching pins to search queries.
Tell your brand story
Finally, brand storytelling is an important means of creating a good relationship with your clientele and communicating the heart and personality behind your brand. With the right images, you can tell your story and sew the seeds of emotional investment in your brand.