Why Pinterest Marketing Makes Sense for Your Brand

Mark Cooper
Mark Cooper Co-founder/VP Customer, Offerpop

Posted on September 21st 2013

Why Pinterest Marketing Makes Sense for Your Brand

It’s no secret that consumers love Pinterest. The network has soared to 70 million users, who spend more time there than any other social site.

Yet some marketers are wondering whether Pinterest can drive real business value.

Read on to learn why Pinterest is the marketer’s dream. 

It’s Brand Advocate Central
According to Mediahunter, 74% of consumers rely on social media to influence their purchasing decisions and 81% of consumers are influenced by their friends’ posts. The upshot: it’s crucial for brands to convert social followers into brand advocates.

What’s the difference between a follower and a brand advocate? Brand advocates share your content passionately and consistently. You can find your advocates on any channel, but on Pinterest, interactions are propelled by sharing third party content. And users love to share their favorite products.

Just take a look at the data. On Pinterest, the top verbs used by users are “want to” and “need to’— the impulses that drive commerce.

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It Gets Results
Pinterest users spend nearly twice as much money on follow-through purchases than users on other networks.

That’s one killer stat. But how do you know whether it applies to your brand?

Use Pinterest’s free analytics tool to understand your performance. You can measure your brand’s pins, repins, impressions, reach, clicks and website visitors. Figure out what your followers love, and use that knowledge to inform future content.

For insight into revenue, create pins with unique, trackable links back to items on your site, and track conversions via your website analytics tools.

You’ll get insight into Pinterest-driven commerce, and adapt strategies to maximize conversions.

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It’s Not a Full-Time Job
Still not sure Pinterest is a worthwhile investment? Consider this: 70% of brand engagement on Pinterest is generated by users and not brands. Which means it’s a cakewalk compared to engaging on Facebook and Twitter, where the onus is on marketers to create engaging images and copy. On Pinterest, your followers and customers will do most of the content sharing and engaging for you.

Repinning user content is a great way to drive lightweight engagement. Don’t just repin your own products – sharing fun content that’s brand-relevant but not “salesy” will earn you more followers.

Of course, creating unique and engaging visuals for Pinterest will make a big impact. Mix original, existing, and follower-generated content for maximum impact.

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Want more marketing tips? Follow Offerpop on Pinterest.

Mark Cooper

Mark Cooper

Co-founder/VP Customer, Offerpop

Mark is Co-Founder and VP Customer of Offerpop, a leading social marketing software company.  Offerpop helps marketers engage audiences everywhere. Launch powerful social marketing campaigns inminutes across all major social networks and marketing channels on any device subscribers.

Mark has helped launch an array of online, mobile and media businesses, including the first TV product placement ratings service (Nielsen IAG) and the wireless industry's first mobile virtual network operator (ESPN Mobile).  He began his career building brand campaigns for leading consumer marketers in the US and Asia / Pacific, including NIKE, General Mills and Apple. Mark holds a BA in History and a BA in International Economics from Brown University.

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Comments

Great advice! I agree....Pinterest is excellent for marketers and brands because it really is easy. The best part is that Pinterest isn't, as you say, "salesy." Pinterest thrives on ideas, so brands benefit when their products are an integral part of a craft or food. However, I think that established brands, who already have brand advocates, are the ones who should be most interested in Pinterest, rather than brands who are just getting started. Brands should start by getting a following on Facebook and Twitter and then, once established, let their consumers take over on Pinterest. I'm definitely going to pay more attention to the ingredients and materials of pinned items now! 

I agree with you Amanda. As someone who works in a sales and marketing role for a company who's "product" is not tangible such as a craft or food, I am struggling to figure out how Pinterest would fit into our social media/branding scheme. When ones company performs a service, how can they use Pinterest to convey this service? How can Pinterest add to a personal brand for a B2B company that provides a service? I'd love to try it, but am searching for ideas! 

Pinterest really makes it easy to search, share, and comment on content than Twitter and Facebook. I think that is the biggest reason for the user engagement. Plus, Pinterest is just so much fun to organize content around topics. I really do like the top 3: Facebook, Twitter, and Pinterest. I use each one for different purposes. Based on your reasearch, companies should be marketing on Pinterest to build their brand. Great article.