Are You Using Pinterest To Market Your School?

pinterest to market your schoolAre you using Pinterest to help market your school?

OR have you thought about using Pinterest to market your school but just haven’t gotten around to creating your account?

OR have you never given Pinterest a second thought with regard to marketing your school?

Regardless of your answers to the above questions I’d like to encourage you to at least think about using Pinterest to help market your school.

Why?

Because statistics don’t lie.

Analytics Are Important to Marketing

Beginning this school year I’ve tried to make the review of our analytics accounts more frequent. During one such review I wanted to analyze the traffic our school website was getting from social media. The timeframe for my review was from September 1, 2012 until November 15, 2013 – a little over a year. I was surprised with the results.

The most traffic we received from social media was from our school’s Facebook page. Some statistics:

Total Visits to our school website from Social Media: 12,094
Total Visits from our school’s Facebook page: 6,379
Percentage of Total Social Media Traffic: 52.7%
Total Number of Facebook Fans: 3350

The second most traffic we received from social media was from our school’s Twitter account. Some statistics:

Total Visits to our school website from Social Media: 12,094
Total Visits from our school’s Twitter account: 2,542
Percentage of Total Social Media Traffic: 21%
Total Number of Twitter Followers: 1776

Now the surprise!

The third most traffic we received from social media was from our school’s Pinterest account. Some statistics:

Total Visits to our school website from Social Media: 12,094
Total Visits from our school’s Pinterest page: 1,887
Percentage of Total Social Media Traffic: 15.6%
Total Number of Pinterest Followers: 554
Total Number of Pins: 1602

Potential Doesn’t Equal New Students. But…

Time vs. Results

When thinking about our prospective families I was not surprised to see Facebook at #1 and Twitter at #2 but I was surprised to see Pinterest at #3. I was especially surprised to see Pinterest so close to Twitter in terms of traffic and percentage of traffic because I really don’t spend that much time pinning on Pinterest. Anecdotally, I spend much more time managing Facebook and Twitter.

The take away for me with regard to time spent and traffic is a growing thought I have about the “life” of a pin vs. a tweet or Facebook post. I’m starting to believe that a pin has a much longer “life” expectancy than a tweet or a Facebook post and that intrigues me. I don’t have any actual data yet but I’ll be looking into this and will let you know what I find out.

Show Me The Inquiries

While I am excited about the potential of Pinterest in helping to market our school and to attract and recruit potential students I do want to point out that Pinterest has yet to actually result in a direct inquiry as denoted by the number of contacts created.

Now please don’t think that we only had 35 inquiries over the last 14 months. This data points to the direct traffic sent to our school website from social media that converted on one of our inquiry forms. The contact/inquiry data is also incomplete because of a change in our inquiry form and analytics tracking. Here’s the most important thing to remember: we still have as of yet to convert a direct visit from Pinterest to an inquiry. This fact doesn’t mean that people haven’t inquired after viewing our Pinterest page but it means they haven’t done so directly.

Don’t Forget Your Audience

While I am bullish on Pinterest as a recruitment and marketing tool I don’t want to skew your social media priorities. Remember that Facebook and Twitter drove more traffic to our school website and that they had more people directly convert on one of our inquiry forms.

Here are my recommendations:

  • If you can only be on one social media channel it should be Facebook and you should work hard to maximize your efforts with this channel.
  • If you are on Facebook and are looking to add another social media channel I would recommend either Twitter or Pinterest. While I do love Twitter, I think the decision for your school is to evaluate your potential audience and goals with social media. I would also consider the expertise of your current staff and what they would feel more comfortable using.

Time For Work

The purpose of this post is to highlight the potential of Pinterest as a marketing tool for your school and I hope that I have you thinking in that way. If you’ve never experimented with Pinterest I hope that I’ve pushed you to do so.

If you’re ready to give Pinterest a try for your school here is a post to get you started: How To Use Pinterest to Market Your School.

Good luck and happy pinning!

Please note: I reserve the right to delete comments that are offensive or off-topic.