Pinterest is like a virtual scrapbook, allowing you to aggregate visual content and promote it in the digital viral environment. In today’s blog we’ll give you our top 10 tips for Pinterest for business, helping you to achieve your online objectives and grow web presence.
Currently, ecommerce businesses seem to be the biggest winners, making the most of the platform for digital visual merchandising. In fact, Econsultancy studies suggest that Pinterest drives more referral traffic to company’s websites than all of Google+, LinkedIn and YouTube combined. As if that wasn’t enough, Pinterest referrals are said to spend on average 70% more money than visitors referred via non-social channels.
So, here’s 10 top tips for Pinterest for business:
Have Your End Goal in Sight
As always the first, and most pertinent, step is to identify exactly what you want to achieve via this digital channel, i.e. boosting brand awareness, promoting customer loyalty, gaining customer insight, uplifting site traffic or engagement, or increasing sales and revenues, etc. Once you’ve set your objectives make sure you and your team firmly establish how Pinterest fits into these and what resource you have available to achieve your goal.
Visualise What Success Looks Like
Review your current online and social performance, as well as that of your competitors. Analyse what your competitors are doing on Pinterest and what opportunities this presents for you. Looking out with your industry or discipline can generate some fascinating insights that, within a more close-minded sector-focused approach, you may have never even considered. Use this data to inform your social media strategy and to set benchmarks and KPIs, upon which you can measure your ongoing performance.
Critically, the success of your Pinterest activity lies with those who manage it. From day one you must firmly establish who (individual or team) will be responsible for maintaining and managing your Pinterest account and content, and put a reporting structure in place, so that this continues to feed into your overall digital strategy.
Bank on The Right Account
In November of last year Pinterest launched its Business Accounts that, whilst not all that different from a personal profile at the moment, do allow you to enter the business name (in place of a first name and surname), a descriptions of your company and a URL to your website. As with all social media platforms, it looks like future developments will aim to make Pinterest more commercially focused, presenting those with business accounts new opportunities to target and advertise to audiences on the network.
Upload a high quality version of either your company’s logo or alternative branding as your ‘user image’. Make sure the description of your business is ‘on tone’ and in line with other communications, but adapted appropriately to the platform where necessary, and remember to include a working URL to your website or appropriate landing page (Pinterest will ask you to verify this).
Give People What They Want
Pin interesting content and don’t be self-centred. Take a look at what content your followers are ‘liking’, ‘repinning’ and commenting on the most - these are great indications of vested interest and forecast how likely people will be to engage with similar content. Your analytics will also help you to identify what content is most effective at driving traffic and conversions on your site or other channels, helping you to refine and adapt your pins as you progress.
Be a Good Curator
Give your boards an attention-grabbing and descriptive title, and theme boards quite tightly so that people can easily find what they’re looking for and will remain engaged with the content you present. Be concise and descriptive within pin descriptions as well, making the most of keyphrases to help users find you when searching the network.
Share Your Muses
What inspires you? Don’t just pin branded content. Show more of your organisation’s character by pinning a full range of content that is related to your market and offering. Consider what inspires the values of your organisation, what interests the people behind your brand and your customers. Social media, such as Pinterest, provide a unique opportunity to relate to your audiences on a much more personal and individualistic level - so take it!
Once you’ve created your account and started pinning, make sure you promote your presence on Pinterest and share this content by integrating Pinterest into your website and across other marketing channels. Pinterest offers a number of free plugins, which can be embedded into your site allowing users to easily pin and share content direct from your site’s pages, or visit your Pinterest profile at the click of a button.
Paint The Picture
40% of people are said to respond better to visual content than plain text-based information. So, pin high resolution and eye-catching images, supported by descriptive captions, to captivate new and existing audiences.
We hope these tips will help you on your way to Pinterest success for your business. Happy pinning!