Last week, Neil Patel wrote a huge article on The Marketer’s Guide to Pinterest which was a hit! It covers how to use Pinterest, how to find content to pin, 9 reasons marketers should use it, the brands using it, 14 marketing strategies, 9 ways to get followers, and optimizing your profile for local search. This week, I thought I would add a few additional statistics about Pinterest, how it compares to Tumblr, and tips for marketers looking to get more out of the Pinterest network.
One word – traffic. Shareaholic posted a study of referral traffic in January 2012 from more than 200,000 publishers with a combined total of over 260 million unique monthly visitors. The top five social referrers were Facebook, StumbleUpon, Google, Twitter, and Pinterest. Note that Google in this reference is only for referral traffic from products, not organic search or AdWords. This means that Pinterest beat YouTube, Reddit, Google+, LinkedIn, and Myspace combined for referral traffic.
As for their own traffic, Google’s DoubleClick Ad Planner shows an estimated unique visitors (users) for January 2012 as 21 million worldwide. Their demographics information is summarized as follows:
Hitwise also shows that the top 10 social sites for the week of February 11, 2012 are Facebook, YouTube, Twitter, Yahoo Answers, and Pinterest in the United States. This means that Pinterest beat LinkedIn, Tagged, Google+, Myspace, and Yelp.
Facebook App Usage
The Pinterest Facebook app, according to AppData has over 2 million daily average users. The app’s monthly average users has grown from over 6 million to over 9 million in the last month.
Pinterest Pin It Button Usage
BuiltWith also shows the Pinterest Pin It button is being added to a growing number of sites daily in the following industries.
If your site has lots of great images but no Pinterest share button, get it on the Pinterest Goodies page. It’s called the Pin It Button for Websites, and it’s about halfway down the page.
Pinterest vs. Tumblr
One of the most common debates that seems to surround Pinterest is whether people should be using Tumblr instead. According to Google Trends, Tumblr is leading in overall traffic, but Pinterest is quickly gaining on them.
Tumblr is currently winning in traffic volume globally, but Pinterest is slowly edging ahead in the United States. Alexa shows Pinterest’s rank as 19, while Tumblr’s rank is 23 in the US. Pinterest also seems to show a more engaged audience over Tumblr with a lower bounce rate percentage, meaning that Pinterest visitors stick around longer.
Brands like the Travel Channel that use both Tumblr and Pinterest may already be seeing higher sharing on Pinterest than Tumblr. Their latest post, a photo of La Digue Island, Seychelles (sourced from their own website) had 59 repins and 15 likes on Pinterest vs. 4 reblogs and 5 likes on Tumblr. The page on their own site only has 17 tweets and 7 Facebook likes.
Pinterest for Tech Brands
When you read descriptions about Pinterest, they almost always include the words weddings, crafts, and home decor. A recent article on TechCrunch gave 7 reasons why Pinterest isn’t ready for tech brands. So the question is, can tech brands find success on Pinterest? The answer is simply yes.
The fact is, tech is already on Pinterest.
- One popular user, Chad Syme has over 141,000 followers. His pin board on Technology has over 309,000 followers.
- Top tech brands like Apple, Microsoft, Intel, and IBM have images from their domains pinned by other users on Pinterest.
- Technology has its own category on Pinterest.
So what if you’re a tech brand that doesn’t sell products? Then you’re next best bet is infographics. Infographics are visually stunning images, and visually stunning images do great on Pinterest. You can see a sampling of the current infographics on Pinterest.
5 Additional Marketing Tips for Pinterest
Once you’ve created your profile on Pinterest, there are some simple things you can do get the most out of the network for increased brand exposure, traffic generation, and even online reputation management.
SEO 101 for Pinterest
I always love to check out the on-site search engine optimization possibilities with social networks. Some networks (like Google+), use particular parts of your profile as your profile page’s SEO elements (title, meta description, keywords, etc.). On your Pinterest profile, the on-site SEO elements are as marked.
This means that the name you put in your Pinterest profile is most likely to come up in search, and any additional keyword optimization for your profile will come from the names of your boards. And don’t miss out adding a link to your website on your profile, along with links to your Twitter and Facebook.
The following are the on-site SEO elements for your pins.
So far, the source URL for pins are dofollow, so the more pins you receive of images on your website, the better the link juice and traffic from Pinterest. Also note that whatever you enter as a description for your pin will also become the image ALT tag for the image you pin.
See Who is Pinning Your Images
If someone has pinned something from your website, you can find it by going to the following URL – just replace domain.com with your domain.
You should do this for a number of reasons, including the following:
- See what images do the best from your website. A quick perusal of the images shared from the KISSmetrics blog shows that infographics are a hit!
- Thank those that have pinned your images. This is great for boosting brand loyalty as people love to be recognized by the people and brands they love.
- Look out for online reputation management issues. This pin of a product from Dell.com complains about the cooling system. To top it off, it’s pinned on a board called “Products I Hate” which makes it the equivalent of a bad review on any other social site.
See How Other Brands Use Pinterest
If you’re not sure how to use your Pinterest profile, check out other brands who are using Pinterest. This user has compiled almost 400 brands on Pinterest. Scroll through to see a brand like yours, then check out their profile to see how they use the network.
Always Use Images on Your Website
If you don’t already, be sure that every page possible on your website and every post on your blog includes at least one image. One of the comments I received about my latest post, The Ultimate Guide to Guest Blogging, was from Tom Treanor. He said…
By the way, I just pinned it to Pinterest, my current favorite curation tool. I’m glad you included a picture so that would work.
So be sure to include at least one image, preferably something people will find appealing or informative so they can add your content to their pin boards on Pinterest. This will increase the likelihood that you will receive traffic from Pinterest.
Teach Your Visitors How to Use Pinterest
If you want visitors to pin your images, you might want to start with teaching your visitors how to use Pinterest. It doesn’t have to be anything complex – just a simple visual guide (maybe as a blog post) on how users can sign up for Pinterest, add the Pin It button to their browser’s bookmarks toolbar, and add a pin from your website. The more users you can turn on to pinning your images, the more images you can have discovered on Pinterest.
Track Your Pinterest Traffic
Just like you would with any other social network you invest time in, you should track your Pinterest traffic in Google Analytics. If you use advanced segments to find out which online marketing strategy drives the best traffic, then add Pinterest.com to your social media segment. This way, you can see your Google Analytics data based on all social networking referrals, including Pinterest.
Look your social media referrers with your goal completions to find out if the traffic you are receiving from Pinterest, or any other network, is actually valuable for your website and your bottom line.
Are you using Pinterest for your business? What other tips would you suggest for anyone trying to get the most out of Pinterest?
About the Author: Kristi Hines is a freelance writer, professional blogger, and social media enthusiast. Her blog Kikolani focuses on blog marketing for personal, professional, and business bloggers. You can follow her on Google+, Twitter, and Facebook.