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New Site Sparking Brands’ and Businesses’ “Pinterest”

I’m sure you’ve at least heard some type of buzz about Pinterest in the past months, or at least heard the name. Pinterest is a social media site that was founded in 2010. You can liken it to a modern day bulletin or mood board where you pin pictures of things you like (ie. Clothing, gifts, recipes, quotes, etc.). You have different boards named with different themes and you can pin different images to these boards. All the boards together make up your Pinterest. Right now the site is in open Beta testing and there is a slight waiting list for membership (but you should be accepted within a couple of days!).

 

Pinterest Sparking Business Interests New Site Sparking Brands and Businesses “Pinterest”

Check out the Numbers

Because of the typical theme of “pinned” images, this website is especially popular with women (58% of users) and people ages 25-44 (59% of users).  The site is the fastest growing independent site ever with 10 million unique monthly visitors. To give you an idea, Pinterest has generated more referral traffic than YouTube, Google+, and LinkedIn combined.

 

pinterest traffic New Site Sparking Brands and Businesses “Pinterest”

Pinterest generates traffic similiar to Twitter and Google

What well-known brands are doing…

Several well-known brands have Pinterest listed as one of their main referral sites, including Etsy, Google, Martha Stewart, Better Homes and Gardens, Amazon, and more. Major brands have already taken notice and created their own “Boards” as well, like Whole Foods, Chobani Yogurt, Kate Spade, Williams-Sonoma, and several others.

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Some of William-Sonoma's boards on their Pinterest

Major sites are even providing links to their Pinterests right next to their Facebook and Twitter Links.

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The very top of the Bergdorf Goodman main website

What is the hype about and can it help your business/brand?

First of all, this site has had exponential growth in the past few months and is being recognized by Time, TechCrunch, Mashable  and other important figures in the online community  (even Mark Zuckerberg has his own Pinterest!). Not only is it getting a lot of press, but the site is also designed to feed your addiction to its multitude of pin boards. On Pinterest, your news feed or “bulletin board” is a grid style layout. The grid was designed by Evan Sharp, Pinterest Designer, Co-Founder, and former designer at Facebook. The site is addicting because a user tailors the Pinterest experience to his or her own interests.

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Pinterest's signature grid-style layout.

Some tips…

1. Try not to promote yourself directly. If you are a Bridal shop, don’t just pin today’s latest wedding dresses, give tips for de-stressing before the big day or show a whimsical DIY centerpiece. This way Pinterest is showing what your business/brand stands for, the ideals behind it. It’s not direct promotion this way, but users following your pins will feel a deeper connection to you.

Ex: Chobani

This greek yogurt company doesn’t just show their new product. They have several different boards promoting different themes such as where they get their inspiration, recipes that include yogurt, how to include yogurt in a healthy diet, and so on.

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Chobani's boards on their Pinterest

2. Interact with users and other brands. Follow, re-pin, like other users content. This comes off as a more personal interaction and increases your engagement within the Pinterest community.

Ex: Bergdorf Goodman

This well-known high end department store follows Nina Garcia, Neiman Marcus, Newsweek, Glamour, and several other individual users.

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Some of the Pinterest users that Bergdorf Goodman follows.

3. Create pins that link back to your site. While you shouldn’t outwardly promote your product, it is still a good idea to link relevant pins to your site, such as an article or tip from your blog.

Ex: William-Sonoma

They don’t necessarily mention their product specifically. They pin about experiences of their employees for example that link back to their site. From there a user could easily go to the William-Sonoma retail section.

 

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William-Sonoma pinned a photo from their blog.

 

4. Be Impulsive. If something catches your eye that reminds you of your company or brand, pin it! Some pins don’t have to be so obvious, like maybe an inspirational quote that got you through a stressful day. Pin it and share your company/brand story.

Ex: Etsy

Etsy has a board devoted to good reads. While they don’t sell these books on their website they do reinforce the ideals the company holds.

 

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Etsy pinned a book from Amazon.com

 

On the other hand, Pinterest may not be for everyone. So a used car dealer, for example, may not want to start their own boards because people are not on Pinterest for that sort of information. Also keep in mind the feminine demographic, your business may be suited for another site (possibly Gentelmint the “man’s” version of Pinterest). Most importantly have fun with the experience. Joining Pinterest should only help your business and be a compliment to other social networks (side note: all pins can be linked to your Facebook and Twitter accounts).

If anything, just check Pinterest out and test the waters. Just put yourself on the waiting list now and let us know how your experience is in the comments below. Happy Pinning!

More Information

Learn more about EverSpark’s approach to SEO by visiting our blog for regular updates about anything and everything going on in the interactive marketing world. Have questions that are more specific to your business? Give us a call at 770-481-1766.

 

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Have Your Say



7 Responses

  • Great post Alissa!

    This is a useful overview of the elements of Pinterest you should consider if you want to create a brand or referral board.

    Do you think part of the reason Pinterest has grown such a large following so quickly because its focus is content marketing, and the UX?

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    • Mary – I think, you’re right! The user experience is first and foremost why they have grown so quickly. Pinterest is primarily concerned with helping the user in their everyday lives (sharing things they are most interested in). The fact that content marketing has become so big on Pinterest is an achievement I don’t think they were even considering when they developed their concept. But that being said its giving them a lot of press and only feeding their success more!

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  • Now a day’s I am hearing a lot about P interest lately for SEO purposes. Seems like it could work really well. It doesn’t drive as much traffic as Face book, but it drives a good amount surely will better in future for sure because P interest have potential a lot, no doubt that.

    http://www.thesearchsource.com

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    • Searchsource –
      We totally agree with you the traffic that Pinterest is directing to other sites is growing exponentially. And while right now this is only a fraction of the traffic Facbook sees there is a lot of time for growth. Pinterest is definitely a force to be reckoned with!

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