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Why Pinterest Is Good for Your Self-Storage Business

By Derek Hines Comments
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It’s no secret that a good social media plan is an important part of the online-marketing mix for a self-storage operation. The usual suspects are, of course, Facebook and Twitter; but what role, if any, should Pinterest play in helping you promote your facility? With 176 million registered users and 100 million active pinners (users who post content), we’re talking about a sizeable audience to whom you could target content. Following are some reasons why Pinterest is good for your business.

Business-Oriented Content

It might come as a surprise, but two-thirds of Pinterest content comes from businesses. Studies show that people prefer following their favorite brand to following their favorite celebrity. What’s more, Pinterest has proven to be a strong influencer when it comes time to buy. According to marketing firm Millward Brown Digital, 87 percent of Pinterest users have bought a product through the influence of the social media site.

Millward Brown also discovered that active pinners are almost 50 percent more likely to experience an important life event within the next six months, whether that’s moving, buying a home, remodeling or getting married. They use Pinterest to look for ideas and help with major life decisions.

Longer Shelf Life

The half-life of a pin is 3.5 months, meaning it takes that long to get 50 percent of the pin’s total engagement. Compare this with Facebook, whose posts have a half-life of 90 minutes, and Twitter, whose tweets’ half-life is only 24 minutes. This comes from the fact that pins are more thoroughly and easily shared. They get re-pinned over and over, months down the road, giving them new life.

Referral Traffic

In the land of search engine optimization and site analytics, referral traffic is an important metric. It tells you where people are finding out about your business. As it turns out, among social media platforms, Pinterest trails only Facebook in the percentage of Web-referral traffic it generates. It’s responsible for 5 percent of all referral traffic, whereas Facebook garners 25 percent. Posting pins and boards that are capable of being re-pinned gives you the potential for a ton of referrals.

Pinterest vs. Instagram

While these two platforms are geared toward visually curated content, Instagram posts don’t offer backlinks to your website. The only place on Instagram where there’s a backlink possibility is the bio page. Conversely, each pin on Pinterest is a link to the image source—typically an external site. Companies with an active, broad Pinterest presence have created a plethora of backlinks to their sites.

One other consideration is Pinterest users are a little older than Instagram fans, which means they have a greater chance of being in life-changing situations such as buying a home or moving. Having pins and boards that help them with these big decisions can get your company front and center in their minds.

Sales vs. Branding

As you’re reading this, you may be thinking that Pinterest is just another social media platform that won’t drive immediate sales for you. If that’s the case, you’re thinking about it the wrong way.

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