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Reaching Customers in Pinterest

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Pinterest, which launched in 2008 but experienced record-breaking growth this year, is becoming more than just an image-dominated social network. It’s driving traffic, and it’s leading to sales.

Back in July, Shareaholic reported that Pinterest surpassed Twitter, StumbleUpon, Bing and Google in referral traffic. This came seven months after Pinterest passed Google+, LinkedIn and YouTube combined for referral traffic. It then surpassed Yahoo organic search traffic in August, leaving it trailing only Google organic, direct traffic and Facebook for visits. Not bad for a social site that has essentially flown under the radar until 2012 and has now become a power player among social media giants.

Trend of Share of Referral Visits Across All Industries

What can Pinterest do for my brand, business and/or website?

While Pinterest’s referral-traffic numbers are nowhere near those of Google organic traffic (41.28 percent of traffic vs. Pinterest’s 1.84 percent in August), the virtual-Pinboarding site can’t be ignored. The power of Pinterest is real, and the brands that adopt, adapt and utilize the e-commerce catalyst will certainly see the effects if they haven’t already.

It wouldn’t be wrong to say that Pinterest is the new “window shopping.” BizRate Insights reports Pinterest users consider the social site a place to:

  • “get inspiration on what to buy”
  • “help keep track of or collect things (users) like”
  • “keep up with the latest trends on things that (users) like”

If that’s not virtual window shopping, what is?

Even more impressive is the fact that a flourishing 70% of surveyed Pinterest users claim they use the site “to get inspiration on what to buy.” It hasn’t replaced real-life window shopping (yet), but it’s emerging as a productive and satisfying alternative.

On the heels of the news that Pinterest recently cracked comScore’s list of the 50 top websites, it’s pretty clear that the Pinboard conglomerate will continue to be a player, and one can only expect its impact to continue to grow.

How can your brand capitalize on Pinterest?

  • If you haven’t already, start a personal Pinterest account to become familiar with the platform, best practices (by brands, other users, popular pinners), best times to pin, etc. Then start interacting with others (users and brands alike). Nothing will teach you about the platform like actually using it.
  • Form a Pinterest strategy based on quality market research and your brand’s overall mission.
  • Assess and evaluate images and captions to be used on your brand’s Pinterest account. Brainstorm where they will live (What will the name of your brand’s boards be? What categories should you look to satisfy? What topics are you trying to be relevant in?) and use these to finalize your Pinterest strategy.
  • Start building up your following. Use the social outlets already available to your brand like Facebook, Twitter, e-mail, etc.  Some ecommerce-based brands even go as far as putting their brand’s Pinterest URL on their business cards. Be creative and efficient — two things Pinterest users love.
  • Stay current with your account by interacting with other users and brands, staying informed about the platform as it continues to evolve and utilizing special capabilities (things like Pinfluencer) and following through with your  strategy to help drive traffic to your site via Pinterest!

With election season coming to an end and the holiday season approaching, Pinterest should see an even more significant jump in lieu of the high volume of ecommerce transactions anticipated to take place.

Google has coined the upcoming holiday season as the first “Nonline” shopping season, “meaning that the line between offline and online shopping has truly become blurred for users. They don’t see a line between their online and offline experiences, and neither do smart retailers,” says to WebProNews.

“We found that 80% of shoppers will research online before making a purchase this season, and they switch (among) devices to suit their needs,” added Google Retail Industry Director Todd Pollak.

Only more good news for Pinterest, which is accessible from pretty much any device, and is sure to offer something that piques your interest. And if there isn’t, offer it yourself by pinning it!

To learn more about how Acronym can help your business connect with your customers on powerful social networks, send us a note at info@acronym.com or leave a comment below.


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