How Pinterest Marketing Works for Businesses: Understanding the User's Path to Purchase

In today's digital era, it's impossible to overlook the influence of visual content. One platform that has seamlessly combined the power of visuals with the intent of a search engine is Pinterest. More than just a digital bulletin board for your favorite recipes or DIY crafts, Pinterest offers businesses a unique option for marketing, helping the over 450 million monthly users make their purchasing decisions.

In this blog, I am going to share a story. My path to purchase as I plan my daughter’s wedding and how we have used Pinterest to make so many planning decisions and purchases. The path to purchase on Pinterest is a fun journey to dissect (at least for this Pinterest Marketing Fan). So, follow along with me through this journey, using my wedding planning example, to illustrate how businesses can thrive by leveraging Pinterest Marketing.

1. The Power of Search - Pinterest is a Search Engine

It all begins with a search. Pinterest is a search engine for ideas and inspiration. Unlike other search engines, where you primarily seek information, on Pinterest, you often start your search for inspiration. Whether it's "modern living room decor" or "summer wedding flowers", users head to Pinterest to get ideas and discover new products.

When we started planning my daughter’s wedding, our journey started with Pinterest. We created a shared board so she and I could share our ideas. And then we started searching. Over the last few months, our searches included “summer wedding flowers”, “wedding table settings”, “coastal-style weddings”, and “types of tents" for weddings”. I could go on, but you get the picture. We searched every detail (and continue to). These queries opened up a world of pins, each with their unique take on the topics. And, just like that, we were in a rabbit hole of ideas and possibilities.

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2. Saving Ideas: The Digital Mood Board

As we scrolled through numerous pins for a search, we began saving the pins that resonated most with our vision. This is the second step in the user's journey: curating ideas, and adding pins for consideration to their boards. By creating our shared board and pinning items to it, users like us are indirectly signaling our preferences and inclinations. Pinterest picks up on this. This will inform what users see in their feeds moving forward. For businesses, this means an opportunity to understand the audience better and target them with more specific and relevant content. When pins are engaged with and saved, businesses can see what resonates with their audience and serve them even more of this type of content or product options.

3. From Inspiration to Action: Sourcing Products

Once we had a vision in mind for the wedding, we moved on to sourcing the items. And guess what? Most of the products and brands we considered were ones we discovered on Pinterest. This is the beauty of the platform. It doesn't just inspire; it bridges the gap between inspiration and action.

Businesses on Pinterest are able to provide extra information directly on the pin. For example, a Product Pin will display the current price, availability, and where to buy the item. This ease of access to current information enhances the user experience, nudging them closer to a purchase.

4. The Path to Sales on Pinterest: Direct & Affiliate Links

Pinterest offers businesses multiple ways to make sales. And, gives users multiple avenues for a purchase. Some users might choose to buy directly from the company, like when we purchased vases from a business we found on Pinterest. Others might make a purchase through affiliate links, where Pinterest influencers or bloggers promote products and earn a commission on sales made through their links. I found rolls of rattan for a DIY project related to the wedding, promoted by a home décor influencer. I simply clicked on her link and made the purchase through a 3rd party. She received an affiliate commission for my purchase.

For businesses, this dual approach means multiple streams of potential revenue for brands on Pinterest. By having their products pinned directly and also promoted through affiliates, there's a broader reach and a higher chance of conversions. And, we see bloggers and influencers able to increase income by sharing brands’ products through affiliate links. It’s a win-win for everyone. And, made my path to purchase and finding the exact items I needed very easy!

5. Why Pinterest Marketing is a Game-Changer for Businesses

Now, you might wonder, with so many platforms available, why should businesses focus on Pinterest Marketing? The answer is simple: User Intent. Users come to Pinterest with the intent to discover (via search), curate (via saving and considering ideas), and finally buy. Pinterest users are planners. They are actively looking for inspiration to act upon like we have for wedding planning.

Businesses, by understanding and leveraging this user behavior, stand to not only increase sales but also build brand awareness and lasting relationships. Pinterest Pins are evergreen. Unlike other social media platforms where content has a short lifespan, a pin lasts forever. It can be discovered, re-pinned, and acted upon even years after its first appearance.

Conclusion

Pinterest offers a unique blend of discovery and intent. It's a platform where users don't just passively consume content; they act upon it. From the initial search to the final purchase, every step of the user's journey on Pinterest offers businesses an opportunity to engage, influence, and convert.

As more businesses recognize the potential of Pinterest marketing, we can expect the platform to evolve even further, providing richer, more interactive experiences for its users and more significant opportunities for businesses to grow and thrive.

Not only am I a Pinterest Marketer who helps businesses succeed on Pinterest, but I am also a user and my current wedding planning project has really confirmed everything I knew about the power of Pinterest. The next time you are planning a project, big or small, head to Pinterest. And if you're a business, make sure you're part of the user's journey on this powerful platform. Your next loyal customer might just be a pin away!

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