One of the most important strategies for any marketing team is to show momentum from all of its promotional activities. Today many marketing plans include social networking tactics and one of the sites that is growing in importance is Pinterest.
That said, impressing the boss (or C-suite) is important, and doing so requires hard proof that marketing efforts are paying off in spades. Pinterest analytics is helping to do just that with its newly upgraded analytic tool. As Pinterest’s website notes, “Get advice on how to increase impressions, clicks and re-pins so you can refine your Pinterest strategy and reach more people.”
An audience of ladies and gentlemen:
Traditionally a consumer site, Pinterest has proven to also be remarkably profitable for businesses that sell directly to customers (B2C) such as Lowe’s or Ann Taylor. According to Pinterest, “Lowe’s introduced a DIY-focused marketing strategy after learning that their “create-your-own-colorful-doormat” received more than 200,000 pins.
According to a recent Forbes article, Women make up 80-percent of Pinterest’s subscriber base. This demographic has drawn the most attention towards companies selling clothing, and home decor among many others. In addition to retail, businesses have created boards such as “kitchen pros” and “my wedding” – all of which have been superbly successful at attracting women. However, Pinterest is definitley not only for the ladies. It has also been reported that Pinterest is gaining a larger male audience that includes boards pertaining to automobiles and sports merchandise and more.
Forbes also noted, while B2C retailers and businesses have thrived, business to business (B2B) companies are also seeing Pinterest as an outlet to post photos and blogs and convey ideas. Often B2Bs use the site to draw traffic by reflecting on current events and using emotional quotes.
The analytical tools that Pinterest has traditionally offered:
Now that so many businesses are posting on Pinterest, having a complete set of analytical tools is a way to determine the ROI and help marketers not only prove the success of Pinterest to their managers, but also gain more contextual insight into their customers. Here are the analytical tools businesses can use today:
- Top or “popular” re-pined Pins from the last 30 days
- Better understanding of why some pins are more attractive than others
- Impressions of various pinned content over time
- Get better at creating Pins and boards with metrics from your Pinterest profile.
- Learn how people use the “Pin It” button on your site to add Pins.
- See how people interact with your Pins from whatever device they use
- Get a glance at your all-time highest-performing pin(s).