If you don’t know already, I’m obsessed with Pinterest. I use it a bit as a hobby but mostly I’m interested in browsing to see what others pin and how they organize their pins. There is so much valuable marketing inspiration contained on Pinterest, you just have to go out and find it.
Tomorrow I have a post going live on Search Engine Watch that discusses using Pinterest as a way to conduct market research. One of the things I share in the post that I discovered, is what a wealth of information you can glean to help you improve your website using Pinterest. In the end I think I’ve narrowed it down to 4 key areas in Pinterest that can help inspire a website owner.
The sheer nature of Pinterest is enough to inspire a bit of a website upgrade. The site is so clean, sleek and modern that it’s easy and simple to browse. Additionally, the site’s magazine type layout and heavy photo focus is what appeals to many.
Using the categories as well as search function on Pinterest, you can conduct a bit of research to see the images and items in your niche or industry that are popular. Whether it’s instructographics and how tos to infographics and photos of products, each of these image asset types can be developed and used on your site. Pinterest may inspire you to start a gallery on your website and add additional image assets throughout your site.
I love looking at how users pin images and organize their boards. The board names themselves are hilarious, creative and often interesting. As a website owner, you can use the boards of users pinning posts on your site to help you organize content better. Maybe several users have pinned products on your site and added them to a board called “Graduation party ideas”. If you don’t already have items categorized into a list that is easy to find on your site during graduation season then you should – and users have already done it for you. Check out that board and see what other products and items are there.
Boards can also help you to understand how a user might categorize pages on your site and products as well. Seeing this data may inspire you to set up split testing with different navigation pathways for visitors or organize content differently in the future.
Many products are submitted to Pinterest and marketed by their owners. Often these are small business owners and they know a thing or two about marketing their products. Monitoring the Gifts section in Pinterest can give you ideas to improve the product offerings on your site and show you better ways to present your items.
If you carry an item that many others carry in order to be successful you need to make yourself stand out. Pinterest can help you to see what makes others stand out and eventually you may start to see a pattern in the information, a display style and color combination that really seems to work all because you saw it on Pinterest.
While the platform isn’t heavily comment based, there are still a lot of comments to read through and glean information for your online marketing purposes. Many users simply repin or like but don’t comment, sowhen they do you should listen. Start monitoring what users pin on your site, by going to pinterest.com/source/yourdomain.com, and see what they comment on their pins.
A pin that might say “this would go well with” something else, or “I like this but in a different color”, can be used to pair a product with something else or improve a product offering on your site. Additionally the comments may shed some light on other competitors. Users are often asking each other where to buy the item in the photo. Those with the inside track will give little known places to purchase the item. These sites might be your competitors and are worthy of investigation.
Pinterest can be used for so many things, inspiration for your website is just one of them. How are you finding inspiration on Pinterest? Share your experiences in the comments below.
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