Attention B2B and Publishers: Why Ignoring Pinterest Is A Costly Mistake

Pinterest Consultant reveals that Pinterest the social bookmarking site, now valued at $11 billion, is one of the fastest growing social networks of all times. Females make up the majority of Pinners in the U.S. but this discovery tool is balanced internationally, and one-third of all sign-ups now come from men.

2015 Pinterest Stat and Facts

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According to Kevin Roose from New York Magazine, “Pinterest’s growth should scare the hell out of Facebook, Twitter, Google, and every other company that will have to compete with it for the marketing budgets of big companies.”

Many publishers are still unaware of why their business should use Pinterest. They don’t get how creating images and repinning (sharing) images will help them with their business. They don’t get the whole picture. And they don’t understand how all these images drive traffic to their websites to increase sales. As a result they are allowing their competition to get ahead of them.

Tip # 1, get on Pinterest bigger than you are today and make sure you are doing it right.

Here is a simplified explanation of how Pinterest works;

  1. A business takes images from their website and pins them on their Pinterest page
  2. When people on Pinterest find those images and click on them they are taken back to the company’s website

In that way Pinterest is driving traffic to your business’s website.

Pinterest has become the first or second referral source for many lifestyle publishers in the U.S.

Specifically, publishers such as BuzzFeed are capitalizing on the influence of Pinterest. Since September of 2013, over 5 million articles are being shared on Pinterest daily. BuzzFeed’s creative director Emily Fleischaker told the New York Times, “We think of Pinterest as our newsstand. We have to think of what works on Pinterest and mobile Pinterest every step of the production process.”

Pinterest’s hire of former Google employee Robert Macdonald as head of media partnerships proves that Pinterest is prepared to benefit from publishing partnerships.

As the owner of a B2B service company myself I can tell you that our number one source of traffic is organic search and our second largest source of website traffic is from Pinterest.

That tells me our Pinterest efforts are producing a significant business result for us.

Pinterest Consultant

 

In fact because of our SEO strategy we rank very highly in organic search on Google. Usually, we are found in the first or second position of page one. I see plenty of evidence of service businesses doing well on Pinterest.

To this day we have not bought any AdWords for our business.

So what I tell my clients is that you need to SEO your Pinterest account so that you rank high on Google’s search engine. Pinterest is a vehicle you can leverage to rank high on the Google search engine, just like I have.

Pinterest is a visual discovery tool and users go there to look for ways to make their lives better. So even if a user does not search for your service on Pinterest (although they can) if you correctly apply SEO tactics on your Pinterest page it will help you rank higher on Google and they will find you with a Google search.

Look at how I’ve ranked first on Google as Pinterest expert because of my Pinterest page.

Pinterest Consultant

 

Bottom line: Optimize your Pinterest page so you get found on Pinterest and Google.

I often get asked how Pinterest is different from other social network for publishers. In lots of ways!

Pinterest is now the 2nd largest driver of traffic from social media sites (next only to Facebook). That’s a pretty impressive stat when you think about Facebook being six years older than Pinterest.

What’s interesting is that when you interview the executives from Pinterest they’ll tell you that Pinterest is not a social media site. According to Pinterest Head of Brand David Rubin “Pinterest is not social media. Yes, people share what they have discovered with others and are indeed giving advice to others. But the reality is that people are on Pinterest for themselves. This is really about ME, not YOU.

Pinterest is not a social medi

Pinterest offers something Facebook and similar social media sites lack, a true look into consumers’ needs, provided by the consumers themselves. Pinterest users “pin” images to boards that center on their future plans, interests and wish lists; effectively giving marketers a tailored list of things a specific person is in the market to buy.

Pinterest’s visual layout effectively caters to our visually driven generation. Pinning an image “triggers” you to take action. Plus, pins are not as thoughtless as one might believe. It’s content that’s generated with authentic users pinning stuff that they really love.

Pinterest allows you to pin for your future, rather than scrapbook your past. CEO of RJMetrics Robert J. Moore wrote, “Pinning says, ‘I want this.’ It’s aspirational. People pin products they’d love to own, recipes they want to cook, and projects they want to tackle.” Social networks tend to focus on the past or present. You go to Facebook to find out what your friends are up to and Twitter is about real-time conversations. Not a whole lot of conversations actually go on Pinterest. It focuses on helping Pinners discover the things they love, and inspires them to go do those things in real life.

A Pin Lasts 1,680 X Longer Than A Facebook Post

Pinterest has a longer lifespan than Facebook & Twitter. 50 percent of visits happen after 3.5 months of pinning. According to Wisemetrics, the half-life of a Tweet – that is, the time in which you earn 50% of all clicks and views is approximately 24 minutes and Facebook content only lasts about 90 minutes. This means a single pin lasts approximately 1,680 times longer than a Facebook post.

We all know how much work is involved in creating content and our goal on social media is to have many people share our Facebook posts, pins and tweets as possible.

According to Ignite, social research shows that brands reach on Facebook is down from 16 percent to 3 percent and you have to pay for ads to be seen on Facebook so it’s harder to get noticed.

Pinterest Consultant

With Pinterest, people continue to share your content for several months – this does not happen on any other social network.  Your work on Pinterest has a much greater potential to produce a positive business result because it has a longer shelf life.

Ok so now what?

1. If you’re not sure where to start on Pinterest the first thing you need to do is get Chapter 1 of my Pinterest Marketing for Business course for FREE.  It explains how to open a Pinterest business account or if you already have an existing personal account convert that into a business account. I go into detail about how to optimize your profile page so you rank high on Pinterest’s search engine.

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2. Second, make your website and/or blog is Pinterest friendly so people know you’re on Pinterest You do that by making sure that you install the PIN IT button – AND make sure it’s above the fold. Having the PIN IT button will trigger people to share your images on Pinterest. A study done by 8th Bridge, after analyzing 872 retailers, concluded that Pinterest’s ‘Pin It’ button has now overtaken Facebook’s ‘Like’ button and Twitter’s ‘Tweet’ button on brands’ product pages.

You can also install the PIN IT BUTTON on your blogs to make it easy for people to share your content. That red button automatically triggers them to share it. Imagine how you would feel if you received a fraction of those shares on your website? This feature allows your readers to pin and read it later. Since each Pin is repinned an average of 11 times, every user who adds your content to Pinterest is helping to get your content in front of many more people, creating engagement and traffic for you.

3. My 3rd tip is to verify your website immediately so you can have access to Pinterest’s analytics. It will show you what content Pinners are sharing from your website and offer publishers the best insight as to what content is driving the most value.

4. Next, install the Article Rich Pin which helps you stand out (as shown below where the red arrow in pointing). They include headlines, author name and story description, helping Pinners find and save stories that matter to them. More importantly they rank higher in Pinterest’s search and because it’s more visible in a user’s home feed has a higher click-through rate too.

Pinterest Consultant

Naturally there’s plenty more but my last tip today for getting more Pinterest users sharing your pins is to adopt my 80-20 rule. I’m sure many of you have heard of this concept.

When creating your content for your Pinterest account I recommend you create 80% of it with a helpfulness focus.  Create content that your target audience will crave.  Helpful means ideas related to their main goals, values and problems given their customer profile. If I sold make up I’d post content on how to eat for healthy skin or how to protect your skin from the sun.  Helpful lifestyle tips my target audience would love.

The other 20% is dedicated to your products & services. Share your best content about who you are, what you do and your services and products.

As a service business I pin images of things that will help my target audience solve their problems. My focus is offering helpful tips.

Infographics are the quickest way to show someone how to do something.

Pinterest Consultant

Humans process visuals 60,000 times faster than text. This is why sharing and creating infographics is so popular and people tend to share them more often.

Yes, Pinterest is about pretty images but you can’t expect your images to do all the heavy lifting to get you those click throughs. Success on Pinterest isn’t just one thing; there are multiple smaller factors that contribute to operating a successful account. I have said this before; there is a lot of science to Pinterest success.

The challenge for many bloggers, marketers and business owners is finding a way to create attention sucking, eye ball grabbing images that stand out and make pinners care about clicking through your image amidst all the hundreds of other ones on their home feed. All the tips are explained in my course.

Make no mistake about it, you are competing for eye balls and attention on Pinterest… are you playing to win or mailing it in?

There are many ways to create images that drive traffic to websites. Businesses can buy images, make images and get their followers to help them collect images too.

Every business is unique, I help brands and businesses decipher what images they should create based on their Pinterest goals and where to get them.

Ignoring Pinterest is a costly mistake.  

Not only are you leaving sales on the table but you may be leaving the door wide open for your completion to get a head start and capture Pinterest traffic that should be yours.

Use these tips provided above to improve your Pinterest effectives and grab Chapter 1 of my course for free.  It will help you set up a solid foundation for your Pinterest success.

 

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