Think Pinterest, and you might think it’s just a platform
for perving over rainbow layered cakes, or watching people try and fail
at recreating hairstyles that require scaffolding and a week off work to
achieve.
The thing is, Pinterest is a whole lot more than that.
Bringing in the mega bucks
It’s a money spinner, and one that’s crazily underutilised
by businesses. Want to see some facts and figures and some unnecessary
caps lock? OF COURSE, YOU DO.
The average order placed by Pinterest shoppers at $169, nearly $100 more than orders placed from Facebook and Twitter adverts.
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Pinterest users are high earners, with 28% earning more than $100,000 a year
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Pinterest drives 7.10% of web traffic that sites receive, more than Reddit or Twitter
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69% of online consumers who visit Pinterest have found an item that they’ve then purchased, or intended to.
It’s clear to see that Pinterest is not just kittens and
cupcakes. With Pinterest being a far more open landscape than Facebook
or Twitter, it’s much easier to see what exactly people — your potential
customers — are interested in, and savvy businesses are using this data
in a myriad of ways, including to ‘reverse showroom’, or use secret boards to drive sales.
Using the right tools for the job
Community Managers in all sectors
will likely be well-versed in using social media management tools such
as Hootsuite and Tweetdeck. These platforms enable you to make the most
of a lot of your social media accounts - Facebook, Twitter and LinkedIn
are all mostly pretty easy to manage and report on. But I’m not going to
teach granny to suck eggs here. You’ll know this already.
What you may not know is that there are a number of
analytics tools that enable you to manage your Pinterest accounts in the
same way.
These lesser-known tools are perhaps a step into the
unknown, a leap of faith. Do you pick a free tool, and hope for the
best, or shell out for a paid option and cross your fingers that you’re
going to get at least some return on investment?
We decided to delve into the murky world of Pinterest
analytics tools mainly out of curiosity. We were trying to decide what
would work best for us as a company, and we realised that there wasn’t
all that much information out there.What we wanted was a simple report
that rated everything out there in a clear and simple manner - one that
would help us make the best business decision for us.
We couldn’t find one, so we made one.
Making the right choice just got a little easier
We’ve evaluated Pinterest’s top tools, giving marketers an
insightful overview of the industry which stretches far beyond
Pinterest’s basic web offering.
For each tool we’ve isolated five key areas to most simply describe the functionality -
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Competitor Analysis: How can you use the tool to track competitors profiles and benchmark your brand’s performance against others?
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Historical Data: How far back can the data be retrieved from Pinterest prior to the date of your initial subscription?
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Scheduling: Does the tool have the feature to schedule the publication of pins, and is it any good?
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Website Traffic: How about metrics that show traffic data relating to your website and different pins?
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Pin Metrics: How does the tool display native Pinterest engagement metrics such as likes, repins and comments?
We’ve also included a detailed index for these metrics and
criteria, because buzzwords can get pretty buzzwordy, if you know what
I’m saying.
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