Pinterest Could Be the Best "Search Engine" For Marketing Your Business
Back in 2015, I just rolled my eyes when I read that “Pinterest is the new Google,” but for certain industries, this is absolutely true. Should your business focus on Pinterest?
Google still commands more than 90% of search activity, but Pinterest has been growing year-over-year since I first wrote about it. Along the way, it has picked up a younger audience as well as more men. The platform now boasts more than 443 million monthly active users.
Personal experience underscores these stats. If I’m looking for clothing styles and want lots of ideas – I search Pinterest. If I’m looking to buy décor for my house – I search Pinterest. If I want inspiration for invitations or party décor – I SEARCH PINTEREST.
Many times, when I find something I like on Pinterest, I’ll go ahead buy it right away, and I’m not the only one. Industry reports say that 82% of Pinterest browsers make a purchase based on a brand’s Pinterest content. But here’s an important fact to note: A full 97% of search queries are unbranded. That means people aren’t searching for a specific brand. Rather, they are searching for a certain kind of product or service. That levels the playing field for even the smallest of small businesses. If they’re optimizing correctly!
So how do you optimize correctly? The options have grown a bit since I first shared my recommendations, which I will detail in a fuller article soon, but the basics are still the same and still as important:
- Pin consistently
This is crucial! With so much content competing for attention, you have to keep providing something new. Get on a schedule and stick to it.
- Be timeless
Even your old content is new to someone who hasn’t seen it before. Plan your pins to look fresh for a long time instead of looking dated.
- Optimize your profile
Make the most of what’s provided by thoughtfully strategizing how to fill in the blanks for your user name, bio, and profile image.
- Optimize your pins
There is a ton of information on best practices for pin optimization and we’ll talk more about this later, but at the very least, be sure you are complying with Pinterest’s format specifications. https://help.pinterest.com/en/business/article/pinterest-product-specs
“Inspiration” is the main lure for Pinterest’s audience, which is still overwhelmingly made up of those who identify as female. Can your business inspire women to create, build, decorate, or flourish and then provide the products or services to help them fulfill that inspiration? Then you should be focusing on Pinterest!
Need help? From optimizing, to analytics reporting, to strategy, our team at Sprocket Websites is ready to support your marketing effort. Just give us a call to talk it over!
Photo by Pavel Danilyuk
This article is an update to “Users Turning to Pinterest Over Google to Search” dated 4/15/2015.