Why SMEs Should Use Pinterest For Seasonal Marketing

With the festive season, fast approaching many small businesses are preparing plans to capitalize on the Christmas market by using social media. The question is, however, which channels are the most effective for reaching a seasonal audience?

While large companies can afford to plough a seemingly endless budget into their online holiday campaigns, small and medium-sized enterprises  (SMEs ) must use limited resources to try to maximise their brand appeal to the seasonal masses.

One platform that has become invaluable for business in recent years is Pinterest. More and more marketers are turning to Pinterest to help boost their company’s end-of-year sales.

Why? It’s simple. While Facebook and Twitter are geared more towards customer engagement, Pinterest offers a more shopping-orientated experience and an opportunity to connect with the buyer at the looking or browsing stage of the buying process.

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According to Pinterest, 38 million people saved holiday-related pins in 2014. That accounts for nearly 40% of the platform’s 100 million users worldwide.

There were over 92 million gifts pinned also. This all points to one thing; Pinterest users love holidays!  Many marketers make use of  Product Pins specifically to promote their gift ideas.

Product Pins are extremely effective as they allow for added information such as real-time pricing, availability and details on where to buy the product.

More importantly, those who have repinned the Product Pin will receive an instant email notification if the product has dropped in sale price.


buyable-pinsAnother key feature of Pinterest is the ability to leverage from and share boards on other social networks.

This allows marketers to extend their reach across other networks and further promote their collection of gift ideas and products.

This year Pinterest really upped its game with the introduction of buyable pins on desktop, Android and IOS.  The new feature lets users buy directly from the app which makes the buying process an awful lot easier for the user.

While this all sounds great in theory there is a downside. Only businesses in the United States that sell goods in US dollars have access to buyable pins at the moment. Companies based outside the USA will have to make do with Rich Pins this year but it may not be long until Buyable Pins are accessible worldwide.

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