Social media is an incredibly important part of any successful marketing strategy, but which social media platforms are going to be the most effective? At Best Seller Publishing, we have historically used Facebook and Instagram as key pillars of our marketing strategy. However, I’ve recently seen just how important Pinterest can be as part of your mobile marketing strategy, too.
Although Pinterest has been around for several years, I believe it still has a lot of untapped potential when it comes to marketing. This is because Pinterest has the potential to generate strong engagement numbers without a huge financial investment upfront. Let’s take a look at why Pinterest is such an important part of any mobile marketing strategy.
The Untapped Potential Of Pinterest
Facebook, Instagram and Twitter have been at the forefront of the social media marketing conversation for a while, but I think business leaders can no longer count out Pinterest when it comes to developing their marketing strategy. The Pinterest platform can generate a huge ROI for marketers, as 75% of users are more likely to say they’re always shopping.
One of our best-selling authors, Michael Chang, kept track of his ad spend on different platforms and shared with us that clicks on Pinterest cost him up to 90% less than on other social media platforms, which allowed him to build his marketing strategy on a budget. He also found that, for him, Pinterest ads generated a 70% increase in account signups, a 50% higher click-to-purchase rate and a 40% higher subscription rate when compared with other social media platforms. These compelling statistics from his personal experience piqued our interest in this platform.
There are many reasons why Pinterest is such an effective marketing tool. One reason is that Pinterest’s user base is incredibly engaged, and in many cases, they’re in a buying mindset when they’re using the app. A well-promoted pin can take users straight to your product with one click, making it easy for them to purchase.
How To Use Pinterest In Your Marketing
There are a few different strategies you can use for effective Pinterest marketing. Some of them are simple and some are complex. I suggest starting with the simple ones. They can be very effective. Then, as time goes on, you can expand to others.
Promoted standard pins are among the most popular forms of Pinterest advertising, mostly because they are the simplest. They are straightforward and easy to set up, and they blend in with native pins. Other pins include videos and carousel pins. But I suggest starting with the standard pins and going from there.
Other tools for marketers are shopping ads and promoted app pins. Shopping ads offer helpful information for customers related to your products. The promoted app pin works similarly to a shopping pin, but the call to action is to download your app.
How To Target On Pinterest
As in all social media outreach, targeting is essential. Start with your demographic. For example, our demographic includes men and women over the age of 40 who are successful professionals. Then you can start to break it down. Make sure your posts get in front of people who have already expressed interest in your product or service. For example, we look for people who have shown an interest in writing a book. We also include people who have visited our website, engaged with us on Facebook or LinkedIn, or have visited us on Pinterest in the past.
Next, supplement this with interest targeting and keyword targeting. Interest targeting allows you to select the interests that you want your target audience to have. Keyword targeting allows you to pick specific keywords and shows your pin to users who have searched for that keyword. This strategy is very similar to search engine PPC marketing.
Today’s market is highly digital, and I’ve found most consumers will turn directly to the internet when shopping for a new product. As a result, it’s very important to continually expand your reach online. A Pinterest ad campaign is one way you can do this. This social media platform can offer excellent ROI and has a very large user base.