Currently, Pinterest attracts over 450 million monthly users. Those are active users and every minute, they produce nearly 10,000 pins. That’s a big number and 85% of them are on the mobile app.
Unfortunately, quite a few companies retain a vision of Pinterest as a fun social network utilized by people on the weekends as a bit of a time-waster. That is actually quite to the contrary and there is a fair amount of data supporting this.
The platform’s valuation is placed at more than $11 billion with revenue exceeding $300 million. Those are strong numbers for a social network and certainly a reason to take a closer look when it comes to reaching customers to grow your business and build brand awareness.
Perhaps most importantly, though, Pinterest is a very visual platform, featuring ideas and concepts that tend to be unbranded. That alone should interest landscape companies as that visual component is a major part of how they sell. Clients are much more likely to buy once they can see the end result of the investment.
The following 3 reasons will provide insight as to how you can use the visual nature of your work to attract attention as well as clients.
#1 Connecting with the decision-maker
Pinterest has the greatest density of adult users making in excess of $75k a year when you look at its size. Perhaps even more interesting is the fact that 10% of Pinterest users make more than $125k a year with 9% of the active users having a higher average income than the non-users.
Another interesting fact is that 67% of Pinners are under the age of 40. If you sell products to a younger audience – young professionals, Pinterest could be a great platform for your ads placements. This information should come as no surprise, as 90% of young adults use social media. Outside of that, you have 33% of Pinners who are more than 40 years old. This is also a group you would be targeting and one that will likely continue to grow as the younger users continue to use the platform through the years. Getting in now will position you in front of these buyers years ahead of the competition.
Yet another important fact to consider is that like most other social media sites, Pinterest has more female users than males. Roughly 71% of their user base is female. 60% of their new signups are also female users. This is something unique to Pinterest as women account for over 90% of all pins. That is something not at all true for Facebook when it comes to likes or even tweets. Pinterest is used by women 15 times more than men.
Planning home improvements is a very visual process and women are online more than men looking for ideas and information. Women also play a major role in decisions made around the house. Being in a position that places you front and center is a big part of the process when it comes to attracting those new clients.
#2 Sell the vision
Many companies and marketers look to social media sites to attract traffic and create awareness. That traffic is then directed to a landing page or to a product page where you generally look for the sale or sign up.
With Pinterest Ads (including Pinterest video ads), the ads are utilized throughout the entire process, from creating awareness, to increase the intention to purchase, and ultimately making a sale. Pinterest is a key tool that touches users along every point of their buying lifecycle.
The use of Promoted Pins can be used to draw attention to products and services that you know are already successful on other channels. The brand keywords can also be used to increase their awareness and are important as people are looking based on keyword searches and not necessarily brand names. Because of this, keep posts not just visually interesting, but also relevant to needs. Afterall, you are trying to sell a service.
To aid in becoming more relevant to advertisers, Pinterest has been investing in a visual search tool. This tool allows users to search for products with photos straight from their smartphones. For landscapers, this is perfect as most people look to your onsite gallery for ideas and validation of the services you offer. As a consequence, Pinterest could become a serious contender in the industry, along with Facebook and Snapchat.
#3 These are buyers
We know that imagery drives sales. Since Pinterest is basically a visually driven social network, there’s no doubt it works not just for e-commerce but installation services as well.
Up until recently, Pinterest has been a platform on which users and businesses publish, collect, and circulate new products and ideas. Since launching their ads system, Pinterest has been able to reinvent itself, becoming a place where companies can have yet another way to increase sales.
Users of Pinterest are as likely to make purchases as are users of other social platforms. The unique difference is, these users tend to spend about 50% more. They also tend to spend 20% more than users referred from non-social channels, including search. Not only that, but 87% of Pinners have purchased a product because of what they saw on Pinterest.
Based on all this data, we could safely conclude that Pinterest is a catalyst for purchases. If you can get a potential customer to see your products on Pinterest, that can lead to an eventual sale. It is also an excellent platform to use when it comes to simply stay connected with current and previous customers. Every post made and interacted with is a soft sell as you help people see what your capabilities are and how you use it to educate consumers.
If there’s one lesson you can take from this article, it is this: Pinterest is a powerful acquisition channel.