I recently wrote a post about the value of using Pinterest as a services business. It’s true that the social networking site is great for revealing company culture and boosting a brand’s image, but these benefits are minor when you add goods businesses into the mix.
Goods are what make Pinterest so popular. Sellers can drive traffic to their site from their Pinterest page and increase likelihood of a purchase. Concurrently, the website uses an affiliate program to generate its own revenue. In other words, when a Pinterest user is browsing skirts, the site gets a cut of the sale if the user clicks the link and completes a purchase.
Even if a purchase isn’t made, Pinterest has become a source for increasing website traffic. A study conducted from July to December 2011 showed a 389% jump in referral traffic for five specialty apparel retail sites. That said, the site drives more traffic than Google+, LinkedIn, and MySpace combined. It’s high performance is even gaining on Twitter.
Pinterest boards also add to increased traffic. Users can pin favorite pictures to boards that can be kept on their page as long as they want. For the creative, boards can have themes such as summer fashion trends or backyard getaway. Users combine pictures together and subject themselves to prolonged exposure of the product. Friends of that user are exposed to the product too, and the more influential the friend, the better the chances of new sales.
This Nordstrom watch can be found on the company’s Pinterest page, but when you click on the picture, you can see what boards the watch is on and who originally pinned the picture. Thus, the company receives promotion from outside influencers. How nice is that?