Here's Why Pinterest Is A Must-Have Growth Tool For Small Businesses
While there has been a lot of attention surrounding Instagram's newfound SEO functionality, and the impact of AI overviews and AI platforms on Google searches, many business owners may have forgotten about the power of Pinterest.
Unlike other social media applications, Pinterest's primary purpose is to be a visual search engine. When used as such, it has the potential to profoundly impact your discoverability online and can drive growth for your business. Small business owners can no longer afford to ignore it.
Here's why Pinterest is a must-have tool for small businesses.
Pinterest Is A Powerful Traffic Driver
Organic traffic from Google may be dropping, but traffic from Pinterest could help fill that void.
According to research from Adobe, 39% of consumers use Pinterest as a search engine. Furthermore, a whopping 96% of Pinterest searches are unbranded, meaning that users are not looking for a specific brand or company. This presents enormous opportunities for small businesses: you don't need to be a big brand name to get seen on Pinterest, just a consistent content strategy.
With a business account, you can create rich pins that are more informational than regular pins, use metadata from your website, and can be optimized with keywords to help your content stand out within search results. Each of these pins is an opportunity to get found online and direct traffic to your website.
Men Are A Growth Market On Pinterest
Have you historically turned away from Pinterest, thinking it's only for women? Think again. A new report from Pinterest shows that men are a fast-growing demographic, with more than one-third of Pinterest's global audience being men (skewed towards Gen Z and Millennials).
They're looking for inspiration on various topics such as wellness, fitness, style, and self-care. If your target audience consists of Gen Z or Millennial men, Pinterest could be an excellent platform to focus on to help drive traffic to your business.
Drive Sales With Shoppable Pins
eCommerce businesses may miss out on revenue if they're not integrating their catalog with Pinterest's shoppable product pins. These pins give your customers a direct path to purchase - so if they discover your products on the platform, they can buy straight away without going through hoops (and more clicks) to get to your website. 85% of weekly users have made a purchase from pins, so users (also known as 'Pinners') have a high purchase intent.
Make sure you create a Pinterest business account to gain access to advanced features like product pins, advertising, and audience analytics. Then you can connect your website and your catalog.
Enjoy The Benefits Of Evergreen Content
One of the great benefits of Pinterest for businesses is that a pin can continue to generate traffic long after you first posted it. Also known as evergreen content, pins that aren't tied to seasonality or trends have the potential to keep working for you all year round.
For busy business owners who don't have time to continuously create new content every day, or jump on board every social media trend, this may offer some relief. Focus on making content-rich pins that will be helpful to your audience at any time of year, such as educational 'how-to' content.
The longer a pin stays helpful to your audience, the more clicks and saves it may receive, and in turn, increasing its longevity on the platform.
For those looking to grow their business's online presence and increase traffic to a website, pivoting to Pinterest could be a powerful and strategic move.
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