The latest website making waves, particular in the social web, is Pinterest. While this is not strictly a business tool, there are many reasons why understanding the impact of Pinterest can benefit your business.
Pinterest is an online pinboard, allowing users to pin images from relevant pages online and sharing them with friends and others within the Pinterest community.
One key reason that the rise of Pinterest is important for business is that it is increasingly influential in driving traffic to your website. Earlier this month, a Shareaholic study showed that Pinterest beats the amount of referral traffic driven to U.S. sites from other established social websites such as YouTube, Reddit, Google+, LinkedIn and MySpace.
It’s influential, fashion-forward and leading edge. Wouldn’t you love to have that type of community drive referrals to your business?
When refining content for your business’ website, think about how you can present your content in a better way to harness the power of Pinterest. Here are just five key considerations:
Being essentially a pinboard, the exposure content gets is limited to an image and maybe a short note from the pinner. Focus on making the images on your website eye-catching, but also relevant to your line of work.
Give people a reason to share your content. Make it helpful, relevant and short. A 10-page essay may be spectacularly insightful, but your average web user won’t likely be bothered to get past the third paragraph.
A large proportion of pins currently found on Pinterest focus on where people want to go, what they want to be and other things they hope to achieve. Think of pictures of what people want their homes will look like in the future, and what they hope to achieve in their personal lives (weddings, travel, freedom, etc.).
At the moment, the Pinterest user base shows a female skew. While males skew the ‘trollers’ of the Internet and females prefer more friendly, less ‘heavy’ content. There is nothing wrong with this, but understanding your audience is a key to providing relevant content.
Pinterest isn’t a serious business tool for most users. It’s very useful to casual browsers looking for a bit of extra ‘something’ to add to their day. Make your content light and fun to interact with.
Pintererst shouldn’t be the centre of your business’ social media strategy (yet), but these are some simple things to consider when managing your business’ online presence, and how you can potentially leverage Pinterest to drive referrals.
Phil Eligio is the Digital Marketing Manager at Aussie