Can Local Businesses Jump On The Pinterest Train?

It’s the ‘new’ social network everyone is talking about – and if you’re a local business owner, it could be a strong addition to your online marketing strategy.

For the past few years, marketers have stressed the need for local businesses to leverage social networks like Facebook and Twitter to drive engagement with existing and potential customers. Now Pinterest, the visual scrapbook network that allows users to “pin” images and video they want to share from across the web, is becoming part of the conversation for a number of reasons:

  • Unprecedented user growth. In March, Pinterest had nearly 19 million users, according to comScore, and is one of the fastest-growing standalone sites ever.
  • High usage. Pinterest users spent an average of 89 minutes on the site in January, far surpassing Twitter and LinkedIn and second only to Facebook, according to comScore.
  • Young, female, relationship-centered demographic. While women make up 65% of Pinterest users, they represent 84% of both minutes spent on the site and pageviews, according to comScore. The firm also found that the average pinner is 32-years-old and a strong majority are married or in a relationship.
  • Defined interests. Pinterest users have clearly defined interests in creative and visual categories like jewelry, clothing, furniture, photography and other lifestyle and vintage goods.
  • Unlimited future opportunities. Just this month, Pinterest raised $100 million from a group led by Japanese online retailer Rakuten, indicating that investors see big possibilities for the site and its ability to capture advertisers and consumers alike.

Most importantly for your local business, Pinterest is already becoming a notable player in social commerce.

Shopify recently released an infographic from results of a study that analyzed data from more than 25,000 of its online stores. The study found that referral traffic from Pinterest is now equal to that of Twitter. The study also indicated that shoppers referred from Pinterest are 10% more likely to make a purchase than those from other social networking sites.

Businesses of all sizes are certainly recognizing the opportunity. National brands like Coca-Cola and Neiman-Marcus are jumping on the Pinterest bandwagon, and The Wall Street Journal recently profiled several small business owners across the country who said they are experiencing notable jumps in website traffic and online revenues being driven by referral traffic from Pinterest.

So what should your local business be doing to increase visibility and generate sales on Pinterest?

1.  Determine If Pinterest Is Right For Your Business

There are several key factors to consider when deciding if Pinterest will work well for your local business:

  • Do visuals play a key role in your products or services? If your business sells jewelry or art, prepares gourmet meals, landscapes beautiful lawns, or remodels kitchens, Pinterest may be an ideal place to engage your target consumer with photos and videos highlighting your products, past work, customer testimonials, and other content. If you’re a lawyer or an accountant, Pinterest is probably not the best place to dedicate your marketing resources.
  • Do your visuals link to products and services featured on your website? One of the major benefits of Pinterest is that users can follow links to business websites where they can move forward with online purchases, call in an order for pickup / local delivery or find the address to nearby locations.
  • Does your business cater to women? As the statistics above indicate, women represent the majority of traffic on the site.
  • Are you prepared to dedicate the time and resources necessary to make Pinterest a success? This involves preparing new and original content and engaging with other users on a daily or near-daily basis – in addition to moving forward with your other online and social media efforts. 

2. Ensure Pinterest Is Set Up In Ways That Maximize Your Presence

Setting up an account on Pinterest is easy (once you’re sent an invitation to join, which typically doesn’t take too long), but taking the right steps to reach your target audience requires some additional effort:

  • In the “About” section, add descriptive keywords about your business and its location.
  • Add your website URL to your profile and link your account to your Facebook and Twitter channels to further the reach of your content.
  • Add the Pinterest “follow” button to your website and “PinIt” buttons to each product and service page featured on your website.
  • Create individual boards on your profile with easy-to-identify names that highlight specific product and services. For example, if you sell women’s shoes, create boards with names like “Boots,” “Evening,” “Sandals.” Also create boards that promote discounts: “Under $50″ or “On Sale.”
  • On each board, pin images and videos featured on your website. Use descriptive language in each pin and make sure to include prices where applicable (according to Shopify, pins with prices receive 36% more likes than those without). Users that like a specific product or service featured in a pin can easily click the image or video to see the offering on your website.
  • Don’t use your boards to just promote your own content. Regularly pin other relevant content that you think your followers will enjoy, even if you don’t sell it. Also take the opportunity to showcase images with advice and tips – for example, how to wear a scarf or a belt – so that users begin to see your brand as a resource.

3.  Engage The Pinterest Community

There are numerous ways to participate in the Pinterest community and increase visibility for your business in the process:

  • Follow like-minded businesses in your area, local community influencers, and even your own customers so that they know you’re interested in their content, but also so you can monitor and react to what they’re sharing.
  • Comment, like, and re-pin content to generate a positive conversation about topics you and your followers care about.
  • Host contests to generate activity for your Pinterest profile and attract more eyeballs for your products and services.

4.  Remain Active & Integrate Activities Into Larger Social Media Plan

It’s important to remember that your business’ Pinterest presence will only be successful if you dedicate time and resources to updating content and engaging with other users. If you choose to engage on Pinterest, update it with the same priority as you would pick up a call to your store or stock your shelves.

Also take the time to review what content your followers enjoy most and what specifically drives increased traffic to your website and in the end, generates greater sales.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Beginner | Channel: Social | How To | How To: Social Media Marketing | Local Search Column

Sponsored


About The Author: is an award-winning print and online Yellow Pages executive with broad domestic and international experience, and is the Local Search Association vice president of communications. She also blogs about the industry on the Local Search Insider blog. Follow @localsearchassn on Twitter.

Connect with the author via: Email | Twitter



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • http://twitter.com/BelindaMath Belinda M. Mathew

    I’ve used pinterest to optimize my site and the result was amazing my site was jumped from #234 to #9 in few weeks time. 

    The trick is we must got our website pinned and repinned by many people this is the hardest part. Most of pinterest users won’t doing repin when they aren’t like what we pinned. 

    I do simple thing to outsource it on fiverr and got my site pinned by 75 people, I don’t know how can he did it just search by typing pinterest on fiverr and you will find it on the TOP. Many other seller offer pinterest service on fiverr but in my experience they can’t make my website increase in SEO. I don’t know why.

    As I know currently pinterest is best for SEO for these reason:
    1. Once our website pinned it has 3 backlinks counts
    2. Google interest in social media signal so it will not tagged as links farm
    3. Currently pinterest links are dofollow even the image
    4. Even not support anchor text (except the url link), it’s still perfect for placing our keywords in description. Google will READ it!!
    5. You need to ping the links of your pins to the  to get your website increase in SEO
    6. Obama The President and Mark Zuckerberg now pinning on Pinterest lol.

  • http://www.gg2.net/ Garavi Gujarat

    Yeah, every small and local business owners wants to try pinterest, because it will be get more traffic for their site,i found it very helpful in my friends local business.

  • http://twitter.com/daveburris Dave Burris

    That’s a great list of tips. One thing I would add is that specifically for local businesses, it is critical before you engage that you determine if your local community has enough Pinterest users to justify your efforts. It would be frustrating to put in the effort and not reap the benefits simply because there aren’t enough local users. 

    With 19 million users, not all of whom are active, it makes a ton of sense for many businesses but at the same time many suburban and rural areas don’t have the Pinterest user base to justify the time investment on the part of local businesses. 

    That said, if the numbers justify it, you’ve offered a great list of actionable tips for people to pursue. Thanks for the info.  

  • BondMarissa

    my friend’s mother-in-law makes $85 every hour on the computer. She has been out of a job for 6 months but last month her paycheck was $19177 just working on the computer for a few hours. Read more her

    ⇛⇛⇛⇛► (Click At My Name For Link)

  • RichardsonLoretta76

    my best friend’s sister-in-law got paid $14696 the prior month. she is making money on the inte<!–truth is almight–>rnet and bought a $372500 home. All she did was get blessed and work up the steps uncovered on this link 

    ⇛⇛⇛⇛► (Click At My Name For Link)

  • http://lazycash1.com/ Anonymous

    my friend’s aunt made $17398 the previous week. she is making income on the internet and bought a $578000 house. All she did was get lucky and try the steps written on this website

    ⇛⇛⇛⇛► (Click At My Name For Link)

  • GrimesCorey

    my friend’s aunt made $17398 the previous week. she is making income on the internet and bought a $578000 house. All she did was get lucky and try the steps written on this website

    ⇛⇛⇛⇛► (Click At My Name For Link)

 

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide