Pinterest Promotion, Product Affinity, and Purchase Intent

By on April 16, 2014
pinterest


Facebook, Twitter, Google+, YouTube and LinkedIn are considered as the “Big 5” of social media, but there’s an oft-forgotten social network that may trump the others when it comes to driving B2C sales.

With an active user base of “only” 70 million, Pinterest is not a user-hungry behemoth like Facebook, Twitter, and Google+.

However, where Pinterest lacks in size it compensates in referral traffic and conversions.

The only reason users spend time on this social network is to discover and pin a visual expression of what their interests are. This creates product affinity (syn: fondness, rapport, attraction) and, if not already bought, opens the door to purchase intent.

Take a look at the following images to see the latest Pinterest data:

This slideshow requires JavaScript.

You may be concerned that your brand is not a B2C company or that your product is not retail or fashion-oriented, but there are several ways you can take advantage of this social network no matter what kind of business you are marketing.

Here’s How to Get Started With Your Pinterest Promotion:

You will want to make it easy for you and your website visitors to pin images.

For yourself, this can be done simply by adding an extension to your Browser to save time. If you use Google Chrome, you can find Pinterest extensions by clicking on the image below.

Pinterest Promotion Chrome Extensions

After adding one of the Pinterest extensions to your browser, you can just click on the icon and choose one of the images from a webpage to pin.

Pinterest Promotion Pin-up Extension

Then, you or your website administrator will want to set up social share plugins so that visitors can also pin your images quickly.

For our WordPress site here on Social Media Impact, we are currently using the plugins in the images below.

(Click the images to be taken to the respective plugin’s website)

Pinterest Promotion WordPress Plugin 1 Pinterest Promotion WordPress Plugin 2

Edit Your Profile

In order to drive referral traffic back to your website, you will first want to add your website to your profile and then have your administrator add the verification code to your website.

Pinterest Promotion Site Verification

Also, update your description with keywords and relevant information and include your social networks.

Pinterest Promotion Twitter

When and What to Pin

Generally you will want to pin in the morning and afternoons during normal work hours. Pam Dyer posted the following image on her site which suggests that the optimal time to pin an image is on Saturday morning, 2-4PM and 8-11PM.

Pinterest Promotion Fast Facts

Full Infographic via Pamorama.net by Fannit.com Internet Marketing

What you should pin is really up to you to define, but you will also need to have your audience and the typical Pinterest user’s demographics in mind (68% female).

Some ideas on what to pin:

  • Products & Services
  • Coupons & Offers
  • YouTube Videos
  • Employees and Company Culture
  • Blog Posts

Agency execs say that studio-produced and polished photos resonate better on this platform and, in addition, it’s also a good practice to see how your competitors are organizing their boards before you begin experimenting with your own.

The great thing about Pinterest is that you can Pin something and then edit the Source to redirect users to another page. For our YouTube video example below, if someone clicks on the source then it will send them to our latest Newsletter where the video is embedded.

Pinterest Promotion YouTube Video

Pinterest Promotion Edit Pin

We hope you enjoyed our guide today on how to leverage Pinterest for your B2C or B2B brand.

Make sure to Follow our Pinterest Boards for additional inspiration and marketing tips!

SMMU Pinterest Promotion

About David Ahn

David entered the business world as a marketing intern at NanoLumens – an Atlanta tech startup that provides unique digital LED signage. While interning for the company, he found a particular interest in content marketing, social media, and visual branding. After completing the internship, he began his professional career with iFusion Marketing working with Atlanta tech startups. In 2013, he joined SMMU as a blogger, copywriter, and social media manager. Connect with him on Twitter @Dav1dAhn.
  • Lilia MacCannell

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