Chances are you use Pinterest for personal reasons– are you like me with 10 or so boards that you regularly add to and review?? What if I told you that you can use Pinterest to market and grow your business? If your focus is to reach your customers in creative and innovative ways, Pinterest is right for you. And like most things, this is not rocket science…
Likely your first step is to convert your personal account into a business profile, here is how to do that.
We’ve been successfully using Pinterest for business development (please follow us here: HerCompany) and, true confessions, we know that we’ve only scratched the surface of what we could be doing so I’ve been doing some research on how to change that and I wanted to share what I found with you.
Tips for a successful Business Pinterest Presence:
- Consistency is key— don’t create boards and then forget them. Keep your audience engaged by adding relevant Pins to your boards that are keyword optimized (aka #hashtags). Use analytics to determine what is working and what’s not – do more of what is and less (or none) of what’s not.
- Speaking of images, be deliberate about the image and the size of the image. Follow the guidelines so you end up with an image that is sharp, visually appealing and text that is legible. Using a platform like Canva ensures you don’t have to keep up with these details, they have templates available that are the right dimensions. (Here is a pin about how to use Canva to create great images for your Pins)
- Link your pins to relevant URLs – you’re creating an avenue to your content, so be sure it’s important and will help you achieve your business goals.
- Offer a variety of content— explore subjects from all kinds of angles that tie back to the subject that you are trying to become an authority and resource on…
- Consider using Rich Pins for targeted advertising. There are 4 types of Rich Pins: app, article, product and recipe Pins. You’ll likely need help from your web guru. More info here: How to set up Rich Pins
- Share-a-bility of your pins is key! The more your pins are re-pinned, the more marketing opportunities you create by opening avenues back to your content and your platform
- Simplify your users life and shorten the buying cycle … Set up an option for them to buy right from your pins (see Rich Pins above, #5). The less ‘friction,’ the easier it is to create a conversion on this search engine.
- Don’t forget to promote your Pinterest Business Profile on all of your marketing including general emails. Is a link to your Pinterest profile available on your website? In your email signature?
- Use Pin Codes – they are specially designed to help people find your brand and products on Pinterest. You can put a Pincode on any of your physical brand assets, from packaging to displays. When someone scans the code, it’ll take them straight to your content on Pinterest (here is what you need to know to make it happen).
- Be intentional about naming your Pinterest Boards: remember that it’s all about keyword searches. Avoid cute-sy or branded names, they will not drive traffic to your boards. Check out this board about tips for naming your Pinterest boards.
- Consider having public and private boards. Set up rules for your public boards: decide in advance who is the administrator and set guidelines for pins from the public. A private board can be for you to collect ideas that are for your eyes only while you decide what to publish. The advantage of this is that once you’ve decided, everything is already in the right format. Conversely, you can also use these secret boards to gather information for a client or your organization – in a private environment.
- Embrace the term “instruct-o-graphic.” Keep in mind that your pins are ultimately about solutions and setting you up as an expert.
- Identify the influencers in your industry— build relationships with them to broaden your own audience. How?? Comment, re-pin, offer access to your own groups.
- Identify your competitors— keep an eye on what they are doing and how they are engaging your/their markets.
- Bottom line, it’s all about inspiration— put yourself in your client’s shoes. What inspires them to open your emails or click on your marketing platforms? What inspires them to go one step further and contact you? Build that into your Pinterest boards and watch your audience and your business grow.
Ideas about what kind of Pinterest Boards to create:
- Your reading list
- Inspiration or great [relevant] quotes
- A general board about a relevant / related topic to what you do or sell (e.g. a Pinterest board about Entrepreneurship that has Pins like: How to start your own business – tips from successful female entrepreneurs or a board about Diversity in the Workplace)
- A relevant collection of others’ articles about a subject you write about (e.g. I wrote an article called Crisis Communication: An ounce of prevention can save your business! – and to go along with it, I created a Pinterest Board with resources about the subject)
- How to use your product/service or in my case, how to access something related to a service we provide. For example, we help women become WBENC certified, and once a women-owned business proves they are 51% owned and operated by a woman, they are eligible to participate in supplier diversity programs. I pinned a link to an article about Fortune 500 programs who have supplier diversity programs, see it here.
- Solutions to common problems in your industry (e.g. making transitions in the workplace, how to succeed as a woman in business, or learning how to create a Vision Statement for your business)
- FAQs about your industry, for example: interesting statistics on women owned businesses, which I pinned to a board about women-owned businesses
- FAQs and helpful information and resources about or related to your product or service, for example: DoD FY 2018 Small Business Goals or 10 Best Practices to eradicate inefficiencies that impact the bottom line, or even information about US Women Business Owners Stats
I leave you with one takeaway… start now, this content is evergreen and as long as it is relevant, the Pin never ceases to be part of the results – the longer you’re at it, the more success you will likely have. I’ve had some pins that are very successful, and they were pinned more than a year ago (some even longer than that)! Your audience and engagement grows slowly (of course with good content at the foundation). Take a look at what I mean just for this year … 300 or so monthly viewers at the beginning of this year to more than 3000 …
I hope I’ve given you food for thought if you’re not yet on Pinterest and food for thought if you already use it and want to go deeper and be more intentional in your marketing efforts.
PS – I’ve gathered some resources on this board about Pinterest Marketing, I hope you’ll find them helpful!
Over to you … do you use Pinterest Marketing for your business? What have you seen work or not work?