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International Furniture Company Leverages Pinterest to Increase ROI

Generating Web Traffic and Revenue through New Social Bookmarking Platform, Pinterest

Client Facts:

  • International Furniture Retailer
  • >S200M Net Sales 2010

Goals:

  • Increase website traffic
  • Create conversions
  • Generate Revenue
  • Improve customer engagement
  • Revitalize brand image

Challenge: Along with companies investing in more traditional web marketing activities like SEO, PPC and conversion optimization, Social Media has become a major component to the overall marketing strategy. Beacon Technologies began social media efforts for an International Furniture Retailer in early 2010. As new social networks emerge, Beacon researches opportunities and provides discovery, insights, and feedback. Pinterest is a new player in the world of social media and was a perfect fit for a consumer product brand due to the high focus on imagery. Pinterest offered a way to showcase the product, create brand awareness, and create links to the company website, which would hopefully drive traffic and produce revenue.

Business Solution: Beacon created a corporate account for the client on Pinterest. ·Pinboards" were created to showcase products in addition to pinboards for design ideas and inspiration in order to provide extra value and attract followers. Pinterest is a network for sharing ideas and obvious self-promotion is not the norm. Links to the company website were all tagged for proper GA tracking as well.

Results: Beacon's strategy, along with the popularity of Pinterest, have generated wonderful results. Within five months, Pinterest became the third largest referrer of traffic and is close to becoming the second. The traffic from Pinterest generated $5,349 in revenue in the first month the company had been an active member (compared to $0 in revenue from the other social networks) and Pinterest visitors have been 91 % more likely to watch company videos and engage with the brand. This is the first social network to provide both engagement and revenue. 

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