For a company considering a Pinterest advertising campaign, you might be wondering what makes Pinterest advertising different. Well truthfully, there are a lot of components of Pinterest advertising that make it so effective. It’s not right for everyone, but for those that it works for, it really works.
Which Businesses See the Most Success with Pinterest Marketing?
We, at Divine Social, can start by saying that Pinterest ads do NOT work well for B2B businesses, and in general are not great for authors, speakers, or businesses selling courses and programs. Every now and then, we see some success in that realm (like if you can provide a paid how-to tutorial for a really specific problem that people go to Pinterest for).
But for the most part, we recommend Pinterest marketing to e-commerce businesses and businesses selling physical goods. And our particular niche, although we’re open to discussing options with any potential client, are clients within the arts and crafts industry. Or to say it in a bit broader way, we love doing Pinterest marketing campaigns for clients who create products for creators and makers. Why is this niche so successful? Because people go to Pinterest to plan how they will do a certain project or get inspiration, whether that’s for how to do their nails or how to create DIY wedding decorations.
Pinterest Advertising Offers a Full-Funnel Solution
Unlike other forms of advertising, Pinterest is in the unique position to offer a full-funnel solution. Potential customers begin to find out about a product when they are in the research phase of a project or search. Pinterest ads are woven into their search, creating brand awareness. Then, as consumers enter the planning phase, you can start to retarget ads and provide solutions as your potential customers are plotting their next steps forward. After that, businesses that use Pinterest ads are in the perfect place when the consumer is in the purchasing phase.
Pinterest Ads Lead to Offline and Online Sales
Pinterest ads lead to conversions, no question about it. But it’s not only clicks and web conversions that get a big uptick from ads. Pinterest ads lead to offline sales too, for businesses that have brick and mortar locations or retail in brick and mortar stores.
Take a success story Pinterest shares, for example. The company Floor & Decor made it their mission to harness the power of Pinterest marketing. When their customers were in the planning phase of their home renovations, they were there, providing a gentle nudge in their direction. An article on Pinterest details,
“Shopping ads were the team’s best bet to reach the right audience, at the right time. When you run a shopping campaign, it’s easy for people to save your products for later, or even make a purchase in just a few clicks.”
And because of their ads, Floor & Decor saw a 3x increase in sales. Their Pinterest Pins paved the road for both online and offline purchases.
The Demographics Are Gold
Another reason Pinterest advertising works so well are the demographics. We talk about them a lot in another blog [link to blog #1] but to recap here, let’s just say people on Pinterest have disposable income and are ready to shop!
In fact, 85% of Pinners have purchased something from a brand they found on Pinterest. Nearly half of US Pinterest users have a household income of more than $100k. Plus 50% of US Millennials are on Pinterest, and 62% of those have a household income of more than $100k. This is a major reason why Pinterest advertising is so effective. People on Pinterest are in the researching and planning phases, they’re open to new brands, and they have the disposable income.
Between the full-funnel solution, the potential for both online and offline sales, and the demographics, Pinterest marketing offers features no other social platform can provide. If you want to learn more about how a Pinterest marketing campaign could work for your business, check out the Divine Social website and schedule an appointment to chat with our team to see if we are a good fit.
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