How to use Pinterest Effectively to Promote Your Small Business

When I first heard about Pinterest in 2011, I thought it would be a great platform to collect and organize my personal interests—books, recipes, wines. I did not immediately see it as a business tool. But as Pinterest evolved, many businesses found it to be a dynamic platform for engaging customers. Find out if it is right for you.

If you are on Facebook, do you need Pinterest?

Many small business owners tell me they have a Facebook business page so they don’t need Pinterest. But this is not an either/or decision. These two platforms complement one other. People use Facebook as a social platform to find out what their friends are up to, what they like and what they recommend. Your Facebook business page gives you great visibility and an opportunity to engage with people beyond those who are following your business.

People who use Pinterest are not looking just to socialize. They want information and inspiration. Visuals and infographics capture their attention. If they find something they like about your business—whether it is from your website or not, they can pin it to one of their boards. With that one action, they collect, organize and store information for future use. They may not buy your product now, but they have filed your information away for future use. Although it is possible to save items on Facebook, it is not what most users do.

Still not convinced? Take a look at these statistics.

  • Pinterest pins drive more revenue to ecommerce’s stores than any other social share site. (Source:  AddShoppers 2013 social commerce report.) 
  • Pinterest users were nearly twice as likely to purchase as Facebook users. (Source: The Social Shopping 2012 survey conducted by SteelHouse and uSamp.)
  •  66% of Pinterest users regularly followed and re-pinned retailers while only 17% of Facebook users said they look to Facebook for purchasing inspiration. (Source: 2012 BizRate survey.)
  • 52% of daily users consult Pinterest for purchasing guidance while in a store. (Source: Digital Marketing Ramblings 2014 By the Numbers: 120 Amazing Pinterest Statistics.)
  • The average sales order value from a visitor referred to your business by Pinterest is $58.95. (Source:  Digital Marketing Ramblings 2014 By the Numbers: 120 Amazing Pinterest Statistics.)
  • 47% of US online shoppers bought something as a result of a Pinterest recommendation. (Source:  Digital Marketing Ramblings 2014 By the Numbers: 120 Amazing Pinterest Statistics.)
  • Pinterest sends more traffic to websites than YouTube, Google+ and LinkedIn combined. (Source: Beth Hayden, author of Pinfluence, (2013).)

But Isn’t Pinterest Only for Women?

It is true that women users greatly outnumber men on Pinterest. That doesn’t mean that if your product is only for men, Pinterest isn’t for you. Pinterest has a strong following among affluent women in their 20s and 30s who are the decision makers when it comes to buying for their families. They may not be your users but they may well be your buyers.

Whether you are a B2B or B2C business, Pinterest business pages can offer great opportunities for lead generation and sales.

Do you have a Pinterest page? How does it help your business?



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