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Why You Shouldn't be Ignoring Pinterest as Your Primary Marketing Platform

Written by: Laura Rike, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.

When you think of Pinterest, you probably think of digital vision boards filled with weddings, DIY crafts, food recipes, and new houses. It is a platform that everyone has heard of. Yet, it feels challenging to find the ones that are actively using the platform outside of these niches—especially for business purposes.


Pinterest is the fourth most popular social media platform for social media users. It even ranks higher than LinkedIn, Snapchat, and Twitter. It has many specific categories and niches that allow content outside of food, home goods, beauty, or fashion. But because many businesses are not aware of that, the platform is largely untapped by many businesses.

So why should businesses consider Pinterest as their primary marketing platform? Discover why with these three reasons.


Purchasing Power


In making decisions around a primary marketing platform, customers’ purchasing power is considered one of the key factors. Pinterest’s user demographic is very similar to LinkedIn, whose user base is primarily college-educated and earns more than $75,000 a year.

Almost half of US-based Pinterest users’ income is more than $100,000 a year. As well, 56% of Pinterest users are college-educated. This shows that Pinterest is a platform that caters to audiences with strong purchase power.


Another thing to note about Pinterest is that more than half of Pinterest users are women. Pinterest users trust the platform implicitly and are actively looking to engage and buy from posters they see on the site. More than 69% of Pinterest users turn to Pinterest in making purchase decisions.


What does that mean for you? By focusing your marketing efforts on Pinterest, you will get your products and services in front of affluent decision-makers.


One-of-a-kind Platform


Each platform has its strengths. Search engine platforms like Google, Bing, or Yahoo focus on keywords. Instagram focuses on visual aesthetics.

Pinterest is unique in that it utilizes aesthetics and keywords cohesively. Instead of having one main focus as other platforms do, it combines two, making it more user-friendly and creating a broader reach for queries.


  • Aesthetics


Pinterest’s platform is built with a Visual Lens, enabling users to dive deeply into the desired topic through visuals. The innovative technology used on Pinterest makes it possible to search for anything by simply pointing your lens at the item and tapping. Through the visual lens, you can discover numerous related pictures.


Essentially, Pinterest’s Visual Lens works as a visual search engine. Instead of typing in words and phrases, users just snap a photo for your query and tap to search. It takes the aesthetic component of Pinterest to an entirely new level.

  • Keywords


The other component of the Pinterest platform is keywords. The Visual Lens is not the only way that users can search for topics on Pinterest. As with most search platforms, users can type in keywords to discover the most relevant query results.


When users type in keywords and phrases on Pinterest, all relevant keywords appear in the search results. While Pinterest remains an aesthetic platform, keywords are just as important as images because they lead users in a specific direction.


Due to the aesthetic and keyword search components, using Pinterest for marketing doubles your ability to reach your target market. As it is unique and utilizes both top search methods, Pinterest provides a streamlined marketing platform.


Effective Advertising


Advertising can be a challenging part of any marketing campaign. Trying to get a handle on creating and running paid advertisements with any sort of success can be daunting. Through Pinterest, ads are run in a smooth, natural way, reaching the right people and creating leads.

With Pinterest advertising, you craft a high-quality ad that targets your intended audience. When your target market uses their Visual Lens to look for something relevant or search keywords in your ad, the advertisement will appear as part of their search results.


Pinterest advertisements also provide automated targeting, enabling you to expand your reach by choosing from many options. You can select the demographic of your target market and their interests, and the keywords they search for. By choosing these options, you’re making sure your ads only show up for the people who are most likely to become your customers.


Advertising on Pinterest is simple and effective. Nowhere else will your ads blend seamlessly and naturally on a platform, masking the marketing that’s occurring. Through Pinterest’s top-notch advertisement system, you’ll expand your reach of warm, qualified leads.


The Final Word


Many businesses and marketers spend their time focused on top social platforms such as Facebook and Instagram, completely overlooking one of the most effective tools out there - Pinterest. With its affluent user base, unique and innovative platform, and efficient and targeted advertisement tools, Pinterest is a marketing platform that shouldn’t be ignored.


For more info, follow me on Facebook, Instagram, LinkedIn and visit my website!

Laura Rike, Executive Contributor Brainz Magazine

Laura Rike is a Pinterest Strategist who helps high-performing business owners implement content growth plans, outsource their visibility, and steadily grow their monthly revenue through her signature growth to greatness framework with done-for-you services and course packages.


She has helped clients and students bring in over 50k+ in monthly revenue. Laura has been featured on Social Media Examiner, Tailwind, MeetEdgar, and The Ultimate Marketer.

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