LEVERAGING PINTEREST TO TARGET HIGH CONVERTING CUSTOMERS
no real name given, Pinterest, November 14, 2011 via Flickr, Creative Commons License
The proliferation of social media sites has made it far easier for companies to find and target potential customers. Unfortunately the sheer number of social sites makes it hard to determine which ones are the most profitable in terms of ROI. Jumping on social buzz is never a bad choice, and the buzz around Pinterest couldn’t be higher. In particular, it couldn’t be higher in the female demographic.
The Pinterest Facebook page had over 500,000 likes by women as of February 1, 2012 (compare this to the paltry 10,000 men). This is a clear indicator of where to focus marketing campaigns. If you have a strong female-oriented product, we suggest that you put a campaign on Pinterest immediately. Even if your product isn’t specifically targeted at women it could still do well. Think about products that women tend to gift to the men in their lives. Another huge consideration is that over half of all visitors to Pinterest have children living at home.
Pinterest (as of Feb 2012) is showing over 10 million unique views a month with over 80% of all visitors being women between the ages of 25 and 60. They most likely have attended at least some college and are moderate Internet users that come from households that make $25,000-$125,000 annually. This makes them a good target for most major retailers and specialty shops and high-end retailers like Nordstrom.
Okay, so what does it all mean? It means that Pinterest is a fantastic platform for marketing to middle and upper middle class mothers who have a considerable influence on the family spending budget. Now the kicker, if you are going to choose any one social media platform to focus your advertising it should be the one with the most referral traffic. After all, it doesn’t do you any good to pique the interest of a potential customer if they don’t follow through to your store. Pinterest has a higher referral percentage that all of the other major social networking sites combined! 3.6% of all Pinterest traffic follows a link off to a referral site. For the apparel industry it’s 3.83%. By creating a Pinterest brand page for your products you could be reaching a potential of 360,000 high converting customers a month.