Social media platforms are just one way businesses can ramp up their advertising. For many users, the powerhouse known as Facebook comes to mind. However, according to its website, Pinterest is rapidly growing, with over 200 million monthly users already in existence. When it comes to marketing on Pinterest, businesses may be confused where or how to begin. How do you pin? What’s a board? Who’s viewing what’s posted? Users can find answers to all of these questions and more with a few helpful tips and tricks.
What Is Pinterest?
You may have heard about Pinterest from friends or family. but when your world revolves around your business, it can be hard to keep up with new trends. Although mainly thought of as a social site for individuals, Pinterest can be useful in marketing as well. Pinterest is like an online billboard – except users can interact within it. Its main use is effectively collecting visual pieces of media into separate categories and areas. When done well, business owners can use it as a marketing resource.
Why Choose Pinterest for Business?
Consider this – 1 in 2 millennials use Pinterest, and millennials make up the large majority of online consumers. Imagine the amount of exposure you can get with just one successful pin. It works like this: an initial user features your product then, potentially, 10, even 20 more people repin the same post in a matter of minutes. When those 10-20 users start pinning, the reach can be extensive. Consider these benefits of leveraging Pinterest for your business:
- Improved awareness
- New leads
- Increased sales
- Additional web traffic
- Free marketing
- Convert browsers into buyers
Pinterest is like a virtual corkboard where users “pin” images to “boards.” To optimally utilize the benefits of Pinterest for your business, consider the following tips.
Don’t Use a Personal Account
If you already have an account with Pinterest, don’t use it for your business. Business accounts offer certain features personal accounts can’t access, including rich pins and promoted posts. Set up a business account in one of two ways:
- Create a new account. This is ideal for users who don’t already have a personal account with Pinterest or don’t want to convert it for their business. Simply access Pinterest’s business page and click ‘Join as a Business.” Accept the terms, and you’re ready to pin.
- Convert your existing profile. Those who have an account have the option of converting it from personal to business. Every pin and board previously saved will transfer. Simply log into your account, access the business page and click ‘Convert.’ Complete the required information, and it’s finished.
Be sure to complete the business profile after setting up your account. Remember that Pinterest is a visual network, so be sure to include current headshots or other images that offer information.
Understand Rich Pins
Rich pins are a feature only available to business accounts on Pinterest. They include extra information located on the pin itself. Currently, there are five types of rich pins:
- Movie – ratings, cast members and reviews
- Article – headlines, authors and story descriptions
- Recipe – ingredients, cooking times and serving information
- Product – pricing, availability and where to purchase
- Place – addresses, phone numbers and map locations
Which rich pin you should use varies on your business and its products. Setting up rich pins can be a bit technical, so seek the advice of a web developer for this step.
Know the Lingo
As one can imagine, Pinterest has a lingo unique to its individual platform. Understanding the language and terminology can help greatly with using Pinterest for your business. Here is some of the vocab to know:
- These are simply areas with condensed, categorized content. Each one contains items that fall into similar categories. There are additional boards that are secret or made for groups.
- A pin is the image a user adds to a board. It contains an external link to the website that featured the image.
- When someone repins your business’ post, they share it with all of their followers.
- Comments and likes. These are the same as any other social media site, where comments and likes get more attention.
Now that you understand what pinning is, it’s crucial to utilize regularly. Pinterest recommends that businesses pin at least daily, especially during their peak times. Peak times are evenings and weekends for American businesses. The term consistently is also important – you want to post gradually rather than all at once. Divide your posts evenly throughout the week to reach the target audience effectively.
Like Instagram, Pinterest is a visually based form of social media. This means people are going to focus less on words and more on the pictures associated with them instead. Make sure all images are clear and in focus. Vertical images are ideal. Think about creative ways to show off your product when taking photos. Add short text to your image so users have an idea of what the link is about, but don’t go overboard. Create multiple pins with different images, as this is encouraged for maximum audience appeal.
Add Save Buttons
Adding a save button to your website lets users pin your content with a single click. This can greatly increase the amount of content pinned from your site. Make it easier to pass your company’s information around. There are two types of save buttons to choose from:
- Automatic buttons are clickable and labeled ‘Pinterest.’ They will appear on every image of your site
- Hover buttons only appear when a user hovers their mouse over an image.
Pinterest isn’t just a billboard for your company’s images. Remember, it’s a social media site, so interact with others for optimal growth. You will need to engage in order for others to do the same. Follow relevant boards, but don’t follow competitors. Actively like and pin other images. Invite employees to contribute further to the company by helping with group boards.
Measure Your Performance
An important feature offered to business owners is the ability to measure your progress on Pinterest. Buffer offers an integration program for Pinterest. This program measures the performance of your pins and shows trends in your audience, like how it’s growing and how well users/followers receive your content. Users can also sort data, or filter and export it within this program.
Once you’ve measured your performance, you’ll have an idea of how you can improve your Pinterest presence. Pinterest Analytics allows you to boost your Pinterest for better business results over time. Users will be able to see the following:
- Which boards their businesses are included in.
- Demographic information of those who interact with their pins.
- Which pins are most popular.
Spread the Word
Other than a profile itself, there are other ways a business can let users know about their Pinterest. Connect your other social media sites in one dashboard to reach maximum audiences. You’ll want everyone to know about your profile and all the helpful information they can access, whether it be new customers or existing ones. Add it as a signature to your emails. Write a blog post about it. The possibilities are endless, and, no matter the choice, the rewards Pinterest brings are great for any business. We’d love to chat with you about using Pinterest for your business!