How often have you asked yourself a similar version of this question? More often than not, the answer is yes. When it comes to growing brand visibility, from Instagram to Tik Tok, the possibilities are quite endless to get in front of your target audience. Pinterest in particular can be a bit more time consuming than Instagram or Facebook but with a few strategic hours and Tailwind, you can be driving higher traffic and increased sales.
So how can YOU determine whether or not Pinterest should be part of your marketing strategy? Consider the following:
Does your business target women under 55?
Women ages 35-55 make up the largest group of Pinterest users. Combine that with their expendable income and you’ve got a highly motivated group of buyers on the platform. If your business is looking to target this group, then it’s a great platform to be on. Are you a business in fashion, retail, housewares, or food? Double score as these are some of the highest searched interest segments on Pinterest.
FACT CHECK: According to Ahalogy, 67% of Pinners are under the age of 40, a 27% jump from last year. Additionally, 54% of women aged 35-55 are active on Pinterest and 35% of users have a household income of over $100K.
Are you already receiving referral traffic from Pinterest?
If you’re not sure, then it’s the perfect time to find out. You can go about this a couple of different ways. One is to look at Google analytics and look at your referral traffic or social sources. Likewise, some website platforms like Shopify and Squarespace feature their own analytics platforms to help you better understand where your website traffic is coming from. If once checking these sources, it seems you’re already receiving web traffic without actively being on the platform then it’s a GREAT indicator your content will perform well and continue to refer website traffic. It is also likely that others are already visiting your site, liking your content, and saving it to their own Pinterest boards.
FACT CHECK: Around 5% of all referral traffic to websites comes from Pinterest, according to Shareaholic research. This is second only to Facebook, which drives almost 25% of all referral traffic on the web.
Are you a web-based retail business with a dreamy aesthetic that is already driving leads?
If so, then sharing your click-worthy content on Pinterest has a strong shot at driving conversions and other desired actions on your website. The majority of Pinterest content is aesthetically pleasing so brands that fit that model are a great fit for Pinterest. Lifestyle photos, inspirational quotes, how-to lists, recipes, and blogs are all ways for your brand to publish Pinterest-worthy content that puts your product or brand front and center! If you’re not sure what content to post, check your current social platform analytics to get a better idea. Once you’ve started posting, make sure that you’re using the Pinterest analytics tool to review your content performance monthly in order to adjust your strategy.
If you're not on Pinterest, what's the main question or concern you have that's holding you back? If you are, how has Pinterest helped your business? Ready to take your Pinterest game to the next level? Contact me today and let’s get started!
Image source: Social Squares