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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.

love-pinterest

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.

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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.

Recently, Pinterest announced its own Web Analytics tool for owners of verified Pinterest pages.

“Bloggers, businesses, and organizations often ask us, ‘what are people pinning from my websites?’ These website owners help create the content on Pinterest and we wanted to help them understand which pieces of content people find most interesting,” says Pinterest. “[This is] a first step towards doing just that. Web Analytics gives site owners insights into how people are interacting with pins that originate from their websites.”

Pinterest Analytics

Prior to this, Pinterest page owners relied on third-party apps for measurement data.

For those who have a verified website, you will now have access to:

  • How many people have pinned from your site
  • How many people have seen these pins
  • How many people visited your site from Pinterest
  • Most repinned pins
  • Most clicked pins
  • Most recent pins

To get started, just follow these steps:

1. Get early access to Pinterest’s new look.

2. Make sure you have a verified website. If you have a website listed on your profile with a check mark next to it, you’re verified. If not, follow these steps to verify.

3. Once your website is verified, go to the top right menu and click on Analytics.

4. Start exploring! Change your date range to see how things have changed over time or download your analytics to sort through the data on your own time.

As a marketer who has been put in charge of several client’s Pinterest accounts I have dove head first into the pinning world. Glamour, recipes, and crafts galore! In fact, I am a more stylish and handy chef than I ever was before the social media site existed.

However, not only have I become a craftier individual since endeavoring in the Pinterest world, I have also become a better person. Yes, this social media platform filled with visual stimulation and motivation has empowered me to live a better life. Curious on how my life has changed since I have begun pinning? Continue reading to check out the 4 lessons I have learned from this social media giant.

1. Never underestimate the power of planning ahead.

In life, spontaneity can be a good thing. However, there are also times when planning is necessary. For example, a rehearsed speech would have been a great idea when I was the maid of honor in a wedding. Not only could everyone in the room hear me swallow because it was so quiet (my jokes did NOT incite laughter) but my stage fright pit stains showed in every picture taken that night.

This same philosophy can be applied to Pinterest. When creating boards, be strategic. Anticipate what type of information your customers would enjoy and think before you pin. I promise that the results of a well thought out board with a solid theme will be more successful than one you just decided on a whim would be a good idea.

2. Always credit your sources.

As Benjamin Franklin once said, “There is much difference between imitating a man and counterfeiting him.”

See what I just did there? Give credit, people… nobody likes a thief.

3. Connect with your community.

One of the best ways to gain more followers on Pinterest is by connecting with your fellow pinners. Not only will your audience increase but so will your repins. If you ask me, word of mouth marketing is the best approach and will only increase your like-ability. And isn’t this something we would all like in our personal life… to be liked?

4. Quit talking about yourself. 

We all have that dreaded friend who only talks about themselves. In fact, anytime you see their name on your cell phone caller ID you can’t help but roll your eyes. This involuntary reaction is a result of an annoying predictability that you friend presents. Don’t be THAT friend on Pinterest. Pin others away and I promise people will be engaged. In fact, some of my most interesting friends are those who tell great stories about OTHER people.

Have you gained any life lessons through Pinterest or other social media sites? We’d love to hear about them!

As soon as Guest Relations Marketing heard of Pinterest, we were hooked. Not only has the majority of our office been Pinning on our personal accounts for months, but we were eager to be an early adopter with one of our clients: Swoozie’s.

The vast majority of Pinterest users are women ages 25-54. Swoozie’s target market? The same.

Perfect. We signed them up.

And while Swoozie’s Pinterest Followers were growing at a strong, steady rate, we knew these numbers could jump significantly. So we came up with a plan.

Using the promotion Pin It to Win It, for one day we focused on a single retail item: a pink, plastic tumbler. We Pinned the tumbler along with the message that one lucky Repinner would win it. The Pinning ensued. With each Repin that was made – an entirely new network of Pinners was exposed to the image.

By incorporating this promotion in Swoozie’s e-mail, Facebook, and Twitter communications, word spread fast. By the end of the day, not only had the tumbler received 143 Repins, but Swoozie’s had gained more than 100 new Followers and Pinterest was officially Swoozie’s third highest referring website.

Considering 6 months ago nobody knew what Pinterest was – these numbers are simply remarkable.

Have you joined Pinterest yet? Send me an email and I’ll gladly invite you to your new addiction.

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