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How SMB’s Can Benefit From Pinterest

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    Posted: Jul 23 2013 at 11:37am

By Melissa Megginson, Marketing Manager at PinLeague

You’ve invested in Facebook. You’ve invested in Twitter. Maybe you’ve even invested in Google Plus. But have you invested in Pinterest yet? You might be surprised to learn that Pinterest isn’t all cute animal pictures and kids crafts. With surprising benefits for those looking to find and engage their audience, now is the time for small businesses to take the Pinterest plunge.

Benefits of Being on Pinterest

Hyper-Targeted Content

Because Twitter and Facebook lack any form of content segmentation, often a user’s feed becomes cluttered with irrelevant information causing them to ‘unfollow’ or ‘unlike’ a brand. However, because Pinterest provides the ability to only follow certain boards, rather than a brand’s entire profile, users experience a heightened sense of control over their home feeds. While this is great news for users, it is also great news for brands. Now, instead of spamming all of your followers with information that may – or may not – be of interest to them, you can simply create multiple boards for the multiple facets of your company.

Longer Lifespan

Perhaps due to the news feeds cluttered with irrelevant information, the lifespan of content on Twitter is only 5-25 minutes andFacebook content only lasts 80 minutes. The lifespan of content on Pinterest? More than one week. To see an example of this phenomenon, check out our Family Tree of a Viral Pin graphic, which shows a pin that took 32 weeks to finally go viral.

Higher ROI

Proving ROI is fundamental to brands adopting a social network into their marketing mix. And while many brands have adopted Twitter and Facebook, Pinterest is often – an mistakenly- overlooked. When comparing the amount of revenue from a social platform, an average Twitter user who clicks through to your site is likely to spend $69, while an average Facebook user will likely spend $80. However, when an average Pinterest user clicks through to your site, they are likely to spend $179! Because Pinterest skews to an older, wealthier crowd, the traffic received from the network is of higher quality, and will produce a higher ROI.

3 Steps To Building Your Brand On Pinterest

1. Know Your Audience.

  If you don’t know what your audience is interested in, how will you know what to pin? By using both Pinterest’s analytics tools and a third party analytics too, (I’m partial to PinLeague’s free-to-start analytics suite) you can easily find out what resonates with your audience. After setting up an analytics account, your first step is to see what content is trending from your domain. By seeing what images you’ve already produced are popular with Pinterest users, you will have an idea of what content clicks with your fans.

See the full story here.

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