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Pinterest is all about sharing and resharing visual content, which narrows its usefulness as a marketing tool to those businesses with great imagery. Of its 70 million users, the majority are women (80%) between the ages of 25-45 who live in the suburbs. The great thing about Pinterest is that every posted image (called a “pin”) links back to an originating web site – so if you have a site with a lot of compelling imagery or products, you can very easily create a lot of “portals” right to your site. In fact, as of 2012, Pinterest drives more referral traffic than Google+, LinkedIn, and YouTube combined. It also boasts double the click-through rate of Twitter, and has been shown to lead to spontaneous e-commerce shopping.

Who should have Pinterest page? Pinterest is a GREAT place to be for image-heavy businesses. Most e-commerce sites can do well here, as well as businesses with a focus on food, health and fitness, beauty and fashion, weddings and special events, or home and garden.

But if your business doesn’t naturally create photo-worthy content, remember the appeal of a good “how to” article, step-by-step guide, or actionable checklist. Paired with an interesting related image, these can garner a lot of shares and click-through’s as well.