Marketing strategies to the women on Pinterest based on research

According to MediaPost 91% of women say that advertisers don’t understand them.

Over 80% of Pinterest users are female and 50% of women are moms.

Many marketers, bloggers and businesses are still wondering if they should be on Pinterest. I hope these stats below will finally convince you to get cracking and get going on Pinterest immediately!

Earning Power

  • The average American woman is expected to earn more than the average American male by 2028
  • 51% percent of U.S. private wealth is controlled by women
  • Women control more than 60% of all personal wealth in the U.S.

Spending Power

  • Women account for 85% of all consumer purchases

91% of New Homes

66% PCs

92% Vacations

80% Healthcare

65% New Cars

89% Bank Accounts

93% Food

93 % OTC Pharmaceuticals

Pinterest Expert Actionable Tip:

Businesses that should be on Pinterest: Home developers, realtors, mortgage brokers, banks, automobiles, travel agents, vacation rentals, hotels, tourism industry, food, restaurants, chefs, technology, airlines, anything health related.

  • 75% of women identified themselves as the primary shoppers for their households
  • Women influenced $90 billion of consumer electronic purchases in 2007
  • Nearly 50% of women say they want more green choices, with 37% are more likely to pay attention to brands that are committed to environmental causes
  • Women comprise about 34%of the adult audience for ESPN sport event programs. Women make up…

47.2 % of major league soccer fans

46.5% of MLB fans

43.2% of NFL fans

40.8% of fans at NHL games

37% of NBA fans

  • Women purchase 46% of all official NFL merchandise (I do! Go Broncos!)
  • Women spend 80% of all sport apparel dollars and controll 60% of all money spent on men’s clothing

Pinterest Expert Actionable Tip: Create the following theme boards

  1. Sports: Soccer, baseball, football, hockey, basketball
  2. Fitness Apparel

Marketing Strategies To The Women On Pinterest (Based on research)


Mom Power

  • 50% of active (daily) social media moms said they made a purchase because of a recommendation from a personal review blog
  • In 2014, 63% (nearly 21 million) of all online moms will read blogs
  • 97% of moms are online vs. just 76% of women in general
  • 64% of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions

Pinterest Expert Actionable Tip: Share you blog post on Pinterest. If you don’t have one you’d better start doing one!

Women Online Behavior

  • As early as 2000, women were found to have surpassed men in Internet usage
  • 75% of women in the U.S. use the Internet for product information before making a purchase
  • 35% research products and services online before buying offline
  • Women account for 58% of all total online spending
  • 22% shop online at least once a day
  • 92% pass along information about deals or finds to others
  • 76% want to be part of a special or select panel
  • 78% would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops)

Pinterest Expert Actionable Tip:

  1. Create a board specifically for your products and services.
  2. Pin all your products and services on Pinterest.
  3. If you sell products apply for Product Rich Pins.
  4. Share all your promotions on Pinterest.

One of the golden rules in social media, especially as it relates to content is to make sure we create and share content our target audience is looking for. Information that will help them, inspire them and make their lives easier or better in some way.

Pinterest is built on that premise. That’s why my motto has always been “Pin with a caring heart”.

Unfortunately I continue to see business after business on Pinterest solely focused on themselves by creating boards exclusively dedicated to their products and services. They do not have any boards; I mean not even one board – nada – that appeals to a wider audience. This is a major mistake to be avoided at all costs, read on to see why.

Pinterest is not just a digital platform put there so you can create an online catalog of your products and services to try and sell stuff.

Listen up…Pinterest is about much more than that.

It’s about creating theme boards on topics related to your target audience’s:

  1. goals
  2. aspirations
  3. problems
  4. fears
  5. needs
  6. values
  7. etc

It is about providing them with content around those items in a helpful, social way.

I tell people all the time to dig deep and figure out what their audience would love to share with their network of friends. People love to share great content. And if your audience is predominantly women you need to be on Pinterest. It’s a no brainer. Women love to share amazing finds. If you ever compliment a woman’s outfit you’ll most likely hear “…and I got it for 50% off!” Women brag about getting deals. I do it myself all the time!

Creating content is not a one size fits all deal. You’ve all heard the saying “content is king” but what does really mean? To me it’s creating the right content focused on helping your specific target audience at the right time. But guess what? Regardless of what your business actually sells there are more common and broader interests that the vast majority of women engage with most.

According to RJ metrics they revealed from a data set of 50,000 random pinners and their pins that 92% of pins (images) are made by women on Pinterest. Here’s what they’re pinning:

  • 20% Food and Drink category
  • 12% DIY & Crafts
  • 11% Home Decor

Pinterest Expert Actionable Tip: Create boards as shown in the graph above. This is especially important when you are just starting on Pinterest. Creating these types of boards is like saying “hey we have the same interests as you”. It’s a starting point to engage with an audience that will hopefully turn into brand advocates once they get to know you better and trust you.

If this is overwhelming for you and you feel like you are going around and around with Pinterest and not getting anywhere or you don’t even know where to start please contact me about my Pinterest management services or to learn more about my Pinterest Marketing Course for Businesses.