If Pinterest is passing you by, look out. In January 2012, Pinterest drove more referral traffic to business websites than Google+, LinkedIn and YouTube combined, according to Shareaholic’s monthly Referral Traffic Report. What’s more, it’s only a fraction of a percentage point behind Twitter – amazing for a two-year-old site that only accounted for 0.17 percent of referral traffic in July 2011.
Several influential blogs have commented on the Shareholic report; Mashable, using a comprehensive infographic, notes that Pinterest is now a top-five source of referrals for retailers – understandable given the almost entirely visual nature of its engagement with users. A word of caution, though, as the piece also notes that Pinterest remains unproven as a potential sales channel.
So why does Pinterest matter to your business? And how does it differ from other, established social media sites? Pinterest’s home page conveys the visual nature of the site at first glance. If you can represent your product or service with an eye-catching image, then you should take a long, hard look at the potential audience to be reached using the site. The main menu gives away one angle that clearly has wide appeal – gifts – and the “Gifts: $500+” page is a real eye-opener.
Business owners beware – Pinterest is not just an online catalog. Site users expect involvement in the community and two-way activity from other members, and a company that is there only to promote its wares is unlikely to succeed. The essence of the site is simple: “Pinterest lets you organize and share all the beautiful things you find on the web.” The key to success is finding a commercial niche that has wide visual appeal within the Pinterest community.
As of March 2012, Pinterest is still technically an invite-only membership site. That said, it’s still the fastest-growing social media referrer bar none, ahead even of Facebook on growth rate. Once you clear the membership hurdle, you start “pinning” pictures of things that appeal to you, setting up various virtual pin-boards that group your images in related subject areas.
As a business member, remember to think laterally. For example, a conveyancing lawyer might pin pictures of attractive properties that appeal to other members, and focus elsewhere on property-related products or services. Pinning interior décor or landscaping images should also capture the interest of would-be home buyers that might in time require an attorney.
Most commentators are in agreement – businesses need to be using Pinterest, even if only to assess its suitability for a particular market sector. Wild Hair Media uses a case study to illustrate how businesses can “tip-toe the line” that divides acceptable use from blatant self-promotion. It also reminds readers that 70 percent of Pinterest users are women, which in turn may influence the angle you use to engage with your audience.
Tips and tricks for new pinners are there in abundance: Inc.com recommends including complementary products on your boards to broaden your appeal; Social Media Examiner reminds users to observe and comment, encouraging community engagement. OPEN Forum suggests using your boards as an online portfolio –provided, of course, that you operate in an appropriate niche.
A word of warning; ensure you avoid potential pitfalls that may damage your business. As well as showcasing personal content, Pinterest allows – indeed encourages – users to pin images that they do not own. While this may not be an issue for an individual wanting to show off a new car or item of furniture, a commercial user needs to tread carefully. Pinning someone else’s image to your board may result in a claim for copyright infringement by the owner.
AdAge Digital offers advice for business owners wanting to stay on the right side of the law. A common-sense approach covers most risk areas. In particular, warns Brian Heidelberger, an advertising lawyer, don’t even think about using images of celebrities or third-party trademarks – you’ll almost certainly hear from an irate attorney in double-quick time.
It looks like Pinterest is here to stay. If your business fits, don’t miss the opportunity to get it in front of an appreciative audience, but play by the rules. You could win big-time – a number of companies report significant increases in web traffic from referrals, and in some cases, corresponding sales growth. Make sure your business is among them.
