Todd Martin

Todd Martin

Sales Strategy

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Pinterest Is More Than Pretty Pictures

December 10, 2012

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Some report that it can drive sales in a big way more than even Facebook or Twitter.

When was the last time the meal you got at a restaurant looked as enticing as the picture on the menu? Eating establishments employ food stylists to hook you – and it works.

Pictures sell. Carefully-crafted written descriptions can sway a prospect who’s on the fence, but the right visuals can seal the deal.

Maybe that’s part of the reason why the membership base of Pinterest shot up so quickly, making it the #3 social media site today.  Businesses are selling there. Even brands that are household names, products that get major word-of-mouth, are making sales because of Pinterest.

Who Are These People?

Take Sony, for example. eConsultancy reported that the electronics giant experienced explosive traffic from Pinterest to the Sony commercial website — in fact, 2.5 times the traffic driven by its 80,000 Twitter followers.

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You’ve probably heard the statistics, which vary wildly depending on the source. But the overwhelming majority of Pinterest users are women. Roughly 7 out of 10 consumers have found items on Pinterest that they either bought or wanted to buy, compared to 4 of 10 on Facebook (and they spent more on Pinterest). And the site’s most prolific users are teenagers to young middle-agers.

And the most popular categories? Food and drink. Do-it-yourself. Crafts. Home decor. Pins originate most often on Etsy and Google, and from Pinterest users themselves. The latter group is pulling your marketing photos and re-pinning them for other people to see. I want this, they’re saying. Don’t you?

Be There

Want another stunning statistic? The vaunted Search Engine Journal reports that Pinterest referrals spend 70 percent more money than visitors referred from non-social channels.

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It’s a no-brainer. You need to have some kind of presence there. Products not particularly photogenic? Show your sense of humor, your personality — that’s an important element of today’s social relationship management. If you manufacture and sell cordless drills, take some glam shots anyway. A good photographer can make anything look inviting. Have your staff or a group of friends make a funny video starring your hardware. Run a contest asking for more over-the-top applications of your inventory and offer a nice prize.

The idea is to create buzz. Get Pinterest users to share your images. They have more power than you think.

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