There is a new force on the social media scene, driving referral traffic to people's websites.
Pinterest is creating a storm on the social media scene and proving to be a valuable marketing tool for businesses by driving increasingly significant amounts of traffic to retailer’s websites.
The two-year-old social invite-only bookmarking site has a focus on style and substance and lets users collect and share things they like on the web through an online bulletin board.
Chris Liversidge founder of Queryclick suggests that part of its popularity lies in its share-ability and is becoming wildly successful due to the fact that it is able to drive increased amounts of traffic to websites.
He added: “The shared images become ‘Pins’ that can be placed on thematic ‘Boards’ that users can customise for any topic. Once something is pinned it can then be ‘Repinned’ by other Pinterest users.
“On each pin and repin, a link back to the original content is included which allows users to visit the site where the content originated and look around for similar content.”
Pinterest’s traffic increased more than fourfold between September 2011 and December 2011, bringing in 7.51 million unique visitors in December alone.
Chris adds: “Pinterest’s audience is predominantly made up of females between the ages of 25 to 54 and content that appeals to females ultimately send more referral traffic back to sites around the web.
“The benefits of using Pinterest should definitely be exploited by fashion labels and clothing stores. The ability to post images of your company’s products on your Pinterest board and link them back to your website is extremely powerful in drawing in sales.
“Examples of its success can be pulled from ideeli.com who has witnessed a 446 per cent increase in web traffic from Pinterest and sales resulting from those visits have increased fivefold.
“However, images alone will not attract new custom and they need to be backed up with engaging content. Like with Twitter, engaging with other users by sharing content helps create a report and will create more of a buzz around your products.”
Pinterest’s successes may have exploded onto the social media radar but search still dominates and the site has not yet proven itself as a potential sales channel.
Chris offers that it may not be suitable for all businesses. He explained: “For businesses that aren’t particularly visual, your images may not tie directly back to your brand.
“I would say that the only way for businesses to find out if it will work for them is to simply try it. Set up an account while the buzz around the site is strong and start pinning things that are relevant to your business but not too promotional.”
QueryClick is a full service search marketing agency, working with a range of blue chip and multinational companies across Europe.
Its team of 14 staff are pioneers in innovation, with their finger firmly on the industry pulse and continue to put Scotland let alone the UK on the map on the map in terms of those leading the charge in search marketing solutions.