Retailers are constantly working to stay ahead of the social marketing curve. Whether they’re using Facebook, Twitter, Pinterest, or Instagram (to name a few), they are thinking of new ways for their products to get in front of a large audience. Better yet? To get in front of a large audience at minimal cost.
Over the years, Facebook has proven to be a productive way of referring customers to your website.
The formula: Interesting Images + Engaging content + Links = Increased Web Traffic
However, there is a limitation to what Facebook provides. Once the platform introduced the People Talking About This metric (PTAT), it shortly became no secret that when a brand page posts something, only a small percentage of its fans will see the post. You are required to solicit engagement from your fans, or actually pay money, to reach a more reasonable percentage of your followers.
Oh, bah humbug!
But, wait! That’s the beauty behind Pinterest. It’s a visually stimulating and free website that allows you to promote your products to thousands of people. Not to mention, that people who are using it are searching for ways to be inspired.
Don’t believe me? A recent research study conducted by BloomReach showed that Pinterest traffic spent 60% more than traffic coming from Facebook and converted to a sale 22% more than Facebook.
We recently put the numbers to the test for one of our retail clients by working with a popular fashion blogger. She simply took a picture of a cute monogrammed tumbler, posted it to her social channels, and allowed us to also use the image for promotional purposes.
The key to success was not that we simply used Pinterest – but that we partnered with an influential women in the blogging/Pinterest space. Through this partnership, we were able to reach people who were our client’s target customers, but may have never heard of our client’s brand.
Here are some top line results from the Pinterest/Blogger partnership:
- The image was repinned 1,100 times in a two week period
- Referral traffic accounted for 50% of total website traffic
- In a 30 day period, 49,940 website visits came from Pinterest
- The product pictured above received 65,633 page views in that same 30 day period
- The client received the highest monthly website traffic in the store’s history
Wow! Those results obviously made for a very happy client.
Curious at how Facebook compared to the Pinterest giant? Through posting the same exact image on our client’s Facebook account, we were able to garner just over 1,000 website visits. Hm, seems pretty obvious to me that Pinterest won this battle.
Game. Set. Match.