To Pin or Not to Pin: That is the Online Marketing Question
Pinterest has definitely outgrown the phase of being “just another social media channel” to
one of the mainstream networking and content sharing channels in the internet universe. For
brands and businesses, the pertinent question that needs to be resolved is whether to jump
into the Pinterest bandwagon and how to use it for their online marketing and how it can be
utilized to complement other conversion optimization services.
Probably, the most accurate answer to this question is to go ahead and ride the craze, but
be flexible in terms of your activity level on the site – turn it up when things are rosy and tone
it down when results are glum.
The numbers surrounding Pinterest is very convincing and makes for a strong business
There are currently 10.4 million active accounts and this number continues to
It is the source of 3.7% of all referral traffic on the internet which is impressive
considering it is a newcomer (Twitter is just slightly ahead at 3.61%).
The number of unique visitors to the social networking site is growing drastically.
In a single session, the social channel’s users spend more time on the site compared
to Twitter, Google+ and LinkedIn.
Things to Consider
While the statistics above are remarkable, you still need to decipher whether Pinterest
should be used as a primary or secondary platform. You can do this yourself or you can hire
an SEO company to do it for you – whatever route you take, the important thing is to identify
your business objectives in using the social medium. Basically, a marketing channel should
accomplish one of these goals:
1. Communicating with your target market and other relevant stakeholders
2. Long term brand building and reputation management
3. Conversion optimization services or positively influencing the decision of customers
at point of purchase to generate sales
Keep in mind that Pinterest is not a social media miracle worker and it cannot fulfill all of
these objectives. Identify which of these business objectives can be fulfilled by the said
social networking platform. Again, be realistic when it comes to setting your expectations.
Define Your Success Metrics
Once you have your goals defined, the next step is to determine what your key performance
indicators (KPIs) are going to be. Below are some of the most common success indicators:
Brand awareness –number of unique visitors, number or re-pins, shares
Lead creation – number of inquiries, etc.
Sales – new orders, etc.
When outlining your KPIs, do an extensive research or hire an SEO company to do so to
make sure that you are within industry standards –not way below, not way above. If you set
your measures way below, you might think you are doing really good when in fact you’re not.
On the contrary, when you set the bar really high, you might be unnecessarily disappointed.
Numbers are what they are – empirical and factual. Don’t get smitten with Pinterest – let go if
you need to. You can also use it as a secondary marketing channel. At the end of the day,
be impartial and don’t use it just because everyone’s there. It’s not the be-all and end-all of
your online marketing campaigns.
Author is working in an Internet Marketing company as an SEO Los Angeles. He likes to
write informative articles on various topics related to Internet Marketing. Through this article,
he wants to share his knowledge with people who are about to hire a social media agency
for their businesses.