For many Australian small and medium enterprises, Pinterest isn’t the first platform that springs to mind for lead generation. However, dismissing it outright could be a missed opportunity. We often see businesses underestimate Pinterest’s potential, particularly those with visually appealing products or services. The key is understanding *how* people use Pinterest – it’s fundamentally a visual discovery engine, not a social network in the same way as Facebook or Instagram.
So, should you be using Pinterest for business? It depends. Here’s what we consider when advising our clients:
- Visual Appeal is Crucial: Pinterest thrives on high-quality imagery. If your business offers products or services that are visually engaging – think home décor, fashion, food, travel, DIY, or even well-designed professional services – you’re already halfway there.
- Long-Term Traffic Driver: Unlike platforms where content has a short lifespan, Pinterest pins can continue driving traffic to your website for months, even years. A well-optimised pin can become a consistent source of leads. This ‘evergreen’ nature is a significant advantage.
- Strong Purchase Intent: Users on Pinterest are often actively planning purchases or projects. They’re in ‘discovery’ mode, but with a clear goal in mind. This means the traffic you get from Pinterest is often highly qualified – people genuinely interested in what you offer.
- SEO Benefits: Pinterest functions as a visual search engine. Optimising your pins with relevant keywords (think about what people *search* for, not just what you *sell*) can improve your visibility both on Pinterest and in Google search results.
Don’t expect overnight success. Pinterest requires a consistent effort to create and share compelling pins, and to analyse what’s working. It’s not about broadcasting promotions; it’s about inspiring your audience and providing valuable content. We’ve seen clients achieve significant lead generation results by focusing on creating helpful guides, showcasing product uses, and building themed boards.
If your business fits the criteria above, we recommend starting with a focused trial. Create a business account, optimise your profile, and begin pinning consistently for at least three months. Track your website traffic from Pinterest using Google Analytics to assess its effectiveness. If you see positive results, scale up your efforts. If not, you’ll have a clearer understanding of whether Pinterest is the right fit for your business.
