Pinterest is a powerful visual search engine and social media platform that businesses cannot afford to overlook in their marketing strategy.
With over 400 million monthly active users, Pinterest provides businesses with a unique opportunity to connect with potential customers and promote their products and services through organic marketing.
Unlike paid advertising, Pinterest organic marketing is free and relies on building a strong presence on the platform through a combination of quality content and strategic optimization.
When done correctly, Pinterest organic marketing can help businesses reach new audiences, increase brand awareness, drive traffic to their website, and increase sales.
Pinterest organic marketing can help brands reach a vast audience by providing insight into combined Pinner intent and action, which helps define the consumer journey.
Pinterest analytics play a significant role in both paid and organic marketing on the platform as they provide specific insights into impressions, pin clicks, outbound clicks, saves, add-to-cart, checkouts, and revenue.
A Different Platform, A Better Way to Market:
The Importance of Organic Pinterest Marketing
Audiences are driven to Pinterest for ideas they can take action on. Pinner intent, therefore, contributes to ecommerce marketing in a big way.
97% of searches on Pinterest are UNBRANDED!
Which means, your audience isn’t looking for Nike sneakers.
They’re looking for cute spring shoes and your brand (if you’re playing your search cards correctly), WILL pop up in the search feeds of very hungry buyers.
Here’s a few other delicious Pinterest “snacks” you’ll want to know when considering both organic and paid marketing on Pinterest:
85% larger baskets at checkout
33% more click throughs to websites versus Facebook
83% Of weekly pinners made a purchase based on a brand they saw on Pinterest
84% Weekly pinners Use Pinterest when Considering products and services to purchase
Organic Pinterest marketing can help businesses build their brand, increase website traffic, and ultimately drive sales.
Here are some core reasons why your business should be on Pinterest:
1. Content Distribution as a Visual Search Engine
Unlike other social media platforms, Pinterest is designed specifically to help users discover new ideas, products, and services through visual content.
Tired of your content laying flat on Facebook and Instagram?
Nearly 85% of shoppers on Pinterest prefer visual content more than text information, putting Pinterest at the forefront of content marketing for brands.
When users search for something on Pinterest, they are presented with a feed of relevant pins that match their search query.
This means that businesses have a unique opportunity to showcase their products and services to users who are actively searching for them.
By optimizing your content for search and creating high-quality pins that showcase your products or services, you can increase your chances of appearing in these search results and connect with potential customers who are interested in what you have to offer.
2. Pinterest has a High Conversion Rate
Another reason why Pinterest organic marketing is important for businesses is because Pinterest has a high conversion rate compared to other social media platforms.
According to a study by Shopify, the average order value from a Pinterest user is $50, which is higher than the average order value from users on other social media platforms.
This means that if you can effectively market your products or services on Pinterest, you have a higher chance of converting users into paying customers.
By creating high-quality pins that showcase your products or services and optimizing your content for search, you can attract users who are interested in what you have to offer and increase your chances of driving more sales.
3. Pinterest Allows Businesses to Target Specific Niches
One of the unique features of Pinterest is its ability to allow businesses to target specific niches.
Pinterest users often search for specific topics or categories, which means that businesses can tailor their content to appeal to specific audiences.
For example, if you sell home decor products, you can create boards and pins that showcase different styles of home decor, such as modern, rustic, or bohemian.
By creating content that appeals to specific niches, you can attract users who are interested in those topics and increase your chances of driving more sales.
4. Pinterest Content Has a Long Lifespan: like FOREVER
Unlike other social media platforms, where content can quickly become outdated and disappear from users’ feeds, Pinterest content has a much longer lifespan.
Pins can continue to appear in search results and in users’ feeds for weeks, months, or even years after they are initially created.
This means that if you create high-quality pins that are optimized for search, you can continue to attract new users and generate more leads over time.
By consistently creating new content and optimizing your existing content, you can increase your online visibility and connect with potential
5. Pinterest drives traffic from platform to site and store like no other.
Different than Instagram, Pinterest allows you to claim your website which allows you to share ALL of your content directly with your users.
In fact, Pinterest’s mission is helping it’s audience to create a life they love.
Pinners are encouraged to find their inspo on Pinterest and hop onto other sites, like yours, to pursue their passions.
Another fun fact?
Pinterest drives more referral traffic than other social media platforms like Twitter and LinkedIn.
By creating high-quality and visually appealing content on Pinterest, you can drive more traffic to your website, resulting in higher conversion rates and increased revenue.
Because Pinterest is the hub for inspiration and ideas, it’s particularly effective platform for businesses that sell products that lend themselves well to visual representation, such as fashion, beauty, home decor, food, and travel.
In other words, if you sell products or services, your audience is searching for them on Pinterest.
Pinterest All Across the Board
Learning how to leverage Pinterest effectively, every type of business from Michaels Craft Store to Cartier, to local brands can use it as a powerful tool for driving growth, traffic and engagement.
Through careful monitoring and analysis of Pinterest analytics, businesses can also gain insights into their target audience's interests, behaviors, and preferences, allowing them to refine their marketing strategy and create more effective content.
Here’s a quick dive into how to measure your return on Pinterest.
Measuring Your ROI: A Quick Guide to Pinterest Analytics
Sorting through data is enough to cause any marketer’s head to spin.
Pinterest isn’t short on data measurement, either.
Pinterest analytics play a significant role in both paid and organic marketing on the platform as they provide specific insight into combined Pinner intent and action, which helps to define the consumer journey.
For example, ad views play a critical roll in the purchase journey and aren’t measured by many analytics tools.
The Pinterest tag captures views across consumer sessions, browsers and devices.
This is extremely important because 95% of conversions captured by the Pinterest tag are based on views.
As a visual platform views can translate into many different actions by an audience. Engagement can range from a simple view, to Pin click, to saves to click throughs to a website and conversions.
Pinterest uses that enagement information to determine what content is relevant to share with users.
Because engagement is driven by what users want to see, and that changes over time, understanding and using Pinterest analytics to monitor views, engagement and other metrics, plays a big role in successful marketing on Pinterest.
Understanding how Pinners engage with content helps marketers to revise or refresh content which directly impacts their marketing on Pinterest.
While all aspects of data measurement are important, there are key analytics you’ll want to pay close attention to when analyzying your movement on Pinterest.
Impressions: are the number of times one of your Pins shows up on a user's screen.
High Pin impression rates signify that your content is on-trend or worked well with the Pinterest algorithm.
Pin Clicks: represent when people click on your Pin to learn more.
It allows marketers to understand whether their content is resonating with their target audience and helps them improve their strategy in both paid and organic marketing on the platform.
Outbound Clicks: allow us to gauge how actionable our content is on Pinterest.
Saves and Save Rates: play a significant role in defining user intent on the platform and are used in determining how your content is distributed across the feed.
The algorithm pays close attention to saved content as it signals what content is resonating with users.
Add to Carts: demonstrate the relevance of brand products on the platform, and shows brands Pinner intent to purchase.
Checkouts: can indicate content and product relevancy on the organic side of Pinterest marketing.
Revenue: shows brands how much their products are making with organic content on Pinterest.
Creating a solid data driven strategy is key and with Pinterest analytics, marketers are able to direct their brand’s performance in a way that’s effective for driving traffic, leads and sales on Pinterest.
By understanding and using Pinterest analytics to monitor views, engagement, and other metrics, brands can create successful marketing campaigns on Pinterest.
Best Tips for Effective Pinterest Organic Marketing
While analytics and data is significant, the ability to understand HOW to reach your targeted audience is also key in successful Pinterest organic marketing.
Pinterest provides marketers with an opportunity to tap into the planning process of Pinners and help them through the purchase journey to your products.
Here are some key ways to ensure your brand is utililzing Pinterest effectively from an organic marketing perspective:
Leverage Moments to reach your targeted audience:
Pinners are inspired by three types of moments on Pinterest: everyday moments, calendar moments and life moments.
Knowing how your brand fits into each of these specialized moments will help you to create content that will resonate with your audience every time you post.
The Significance of SEO: Know how your audience searches on Pinterest
Keywords are essential for SEO on Pinterest. By using relevant keywords in your pins, boards, and descriptions, you can increase the visibility of your content and drive more traffic to your website.
Take a spin at the Pinterest search bar to test out how your brand’s keywords show up in search on Pinterest.
Optimize Your Profile:
Your Pinterest profile is the first thing that users will see when they come across your brand on the platform.
Therefore, it is essential to optimize your profile by including a high-quality profile picture, a keyword rich bio, and a call to action.
Create High Quality, Scroll Stopping Pins:
Image and relevancy are KEY on Pinterest. High-quality and visually appealing content is crucial for organic Pinterest marketing.
By creating high-quality, visually appealing content that resonates with their target audience and optimizing it for Pinterest, businesses can increase their visibility on the platform and attract more users to their website.
Engage with Your Audience:
Engagement is key to building a loyal following on Pinterest.
By engaging with your audience through comments, likes, and repins, you can establish a strong relationship with your followers and build a loyal fan base.
Monitor Your Analytics:
Monitoring your analytics is essential to track your performance on Pinterest.
By analyzing your analytics, you can understand what works and what doesn't work for your brand and make necessary adjustments to your strategy.
If you’re looking for a more in-depth approach to your organic marketing, download our Pinterest Organic Marketing Cheat Sheet right here.
Don’t Just Put a Pin It: Start Marketing On Pinterest:
Pinterest organic marketing is a powerful tool for businesses looking to increase their online visibility, attract more targeted traffic, and drive more sales.
By leveraging the unique features of Pinterest and creating high-quality content that is optimized for search, businesses can reach a wider audience, establish their brand as an authority in their niche, and build a loyal following of customers who are more likely to return to their website or online store in the future.
Whether you’re a small business owner or a large corporation, Pinterest organic marketing can help you achieve your marketing goals and drive more revenue for your business.
So why not start leveraging this powerful platform today?
In today's digital age, a one-size-fits-all marketing strategy simply won't cut it.
To stay ahead of the competition and reach your audience effectively, you need to leverage the different stages of the customer journey with a multi-channel approach.
It's not just about reaching more people; it's about reaching the right people, at the right time, on the right channels with a message that resonates so you move people along the customer journey quickly and effectively.
If you are ready to revolutionize your marketing strategy and make a lasting impact on your target audience join our 3 Pillars Masterclass.
Gain the knowledge and tools needed to craft compelling brand narratives, create engaging content, and nurture meaningful relationships.
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