Issue link: https://www.e-digitaleditions.com/i/679551
26 FEDA News & Views click than Facebook, Twitter, or any other social network, says marketing solutions provider Convertro. According to fi ndings by a Pew Research study, more than one-fi fth of U.S. adults use Pinterest as a visual discovery tool. The study also found that although female users dominate Pinterest, the number of men (13 percent as of 2015) using it for photo sharing is also growing. This means brands that mostly target male audiences can leverage Pinterest to drive conversions. Because people are spending more time interacting with pins, you'll have more opportunities to expose them to your brand through Pinterest, and con- vince them to convert, so to speak. So, before you get excited and jump onto this visual discovery tool to market your brand, there are three things you need to consider. Understand Pinterest Users' Mindsets One of the most interesting statistics about Pinterest comes from Digitas and Curalate, indicating around "70 percent of brand engagement on Pinterest is generated by users" and not brands. This reveals a huge chasm in marketing strat- egy, targeting, and messaging. It is easier for brands starting out on Pinterest to understand users' mindsets if you follow the Pinterest Business Blog on a regular basis. In a recent post, the blog revealed the Pinterest Experience, using a four-quadrant grid. The post explains four basic experiences peo- ple undergo while browsing through Pinterest: "just looking," "maybe I could," "I'm narrowing it down," and "I know what I want." These four modes are based on needs, context, and time. Marketers will fi nd the makeup of Pinterest users' mindsets to be famil- iar. They "mirror the customer journey," meaning the experience starts with sim- ple browsing and once people come across something inspirational, they will narrow down their choices and fi nally decide to purchase. To get a better idea of the Pinterest experience, you need to understand users' psychology and what makes them pin. According to Psychology Today, unlike users of Facebook, Twitter, or other social networks, Pinterest users aren't prompted to think before posting new content. Rather, they are prompted to feel. This means users on Pinterest are simply sharing their tastes and pref- erences, which removes the thinking tension—an integral part of Twitter and Facebook. This leads back to what mar- keters have always known: There are immense opportunities to engage with customers by banking on their feelings. You need to engage with customers and evoke feelings at each step of the buying process. Also, be diligent about your pins as they are seen not only by potential buyers, but also by those 3 Quick Ways for Marketers to Drive Conversions on Pinterest I f you are not already m a r k e t i n g on Pinterest, you may be missing out on potentially signifi - cant business opportu- nities. Just consider the fol- lowing statistics: ➤ As of September 2015, there are 100 million users (and counting) on Pinterest. ➤ Users pin over 3,400 images a min- ute. More than 80 percent of pins are re-pins. ➤ By 2019, the number of Pinterest users in the U.S. alone will reach 59.3 million, representing almost 30 percent of American social network- ers, predicts eMarketer. The users on Pinterest are also shop- pers. A study conducted by Shopify reveals that Pinterest users are 10 per- cent more likely to make a purchase than users referred from other social media sites. The study also found that 93 percent of Pinterest users use it to plan future purchases. Even more compel- ling, Pinterest drives more revenue per By Phong Ly, CEO of iseecars.com Image Courtesy of fyv6561/Shutterstock.com Pinterest: "just looking," "maybe I could," "I'm narrowing it down," and "I know what I want." These four modes are based on needs, context, and time. Pinterest as a visual discovery tool. The cant business opportu- nities. Just consider the fol- click than Facebook, Twitter, or any other social network, says marketing solutions provider Convertro. According to fi ndings by a Pew Research study, more than one-fi fth of U.S. adults use Drive Conversions on Pinterest I f you are not already m a r k e t i n g on Pinterest, you may be missing out on potentially signifi - cant business opportu- CEO of iseecars.com By Phong Ly,