Pinterest has quickly established itself and is now the fastest growing, content sharing website ever. There are more than 70 million Pinterest users worldwide and it’s the fourth largest traffic source in the world providing an excellent opportunity to reach out to a target audience.
Why should your business use Pinterest?
25% of Fortune 500 companies use Pinterest for business however, for 90% of businesses, Pinterest is not a focus. As such, businesses are presented with the opportunity to gain a competitive advantage if adopted early and in the right way. Pinterest generates over 400% more revenue per click than Twitter, 47% of users have made a purchase from a Pinterest recommendation and visitors from Pinterest will spend on average 70% more when reaching a website than visitors from any other platform.
When it comes to audience reach, Pinterest is popular amongst a wide demographic of 18-50 year olds, around 80% of users are female and 29% of UK Pinterest users are in the high-income category. There is much more to Pinterest from a business perspective and you can capitalise on the growth of this social network to enhance your business by following some of our top Pinterst tips!
The first step to Pinterest success is to ensure your account is set up for business - this should be consistent and reflect your brand values. Having your logo featured as your profile photo, utilising the description area to outline what your company offers and including links to your website alongside other social channels are key to the beginning of Pinterest success.
Following setup, adding a Pinterest button to your website will encourage your fans/customers to engage with your brand in this space. This button should be placed on pages of your website you wish visitors to pin on.
Target audience research
To put your business on the trajectory to Pinterest success, searches can be made in ‘Keywords’ and ‘Categories’ to provide insights into popular pins amongst your target audience. With these insights in mind, content should be created accordingly and should answer questions/provide solutions to problems your target audience may have. Pinterest could also act as a testing tool to identify the types of content which engage the audiences you are looking to target elsewhere, i.e. uncover what they pin, what they are looking for on Pinterest etc.
Explore rich pins
Rich pins give users more relevant information about the pins that interest them and different types of rich pins allow for different information to be added - article, product, recipe, movie and place pins. From your research, identify the information your customers want from your pins and provide this through rich pins.
Creating your own content is valuable to users and businesses in the first instance and time and time again as pins are often repinned multiple times. To encourage Pinterest users to engage with your brand, it’s essential to be creative and capture the attention of the audience instantly - tools such as Piktochart are great for creating fun and informative infographics. As well as being excellent drivers of traffic, infographics are also well received by users and tend to be the images which users repin the most.
When creating your own content, keep facial images to a minimum - pins without faces are 23% more likely to be repinned than those with. Additionally, you can drive traffic to your site through pinning your own blogs to designated folders which your target audience can view on Pinterest. When using images on Pinterest, ensuring these are strategically named is also important as it allows them to be picked up by search engines and via Pinterest’s own search tool.
Although Pinterest is popular for interior, exercise and recipe inspiration, Pinterest is growing in popularity with ecommerce businesses, establishing itself as another channel to sell products. With Pinterest users spending more money more often on products they have found on Pinterest, having prices (and more relevant details) included on your pins makes it more likely for users to click through to purchase.
Users who pin from competitors are likely to be the users you wish to target. Welcome Pin Alerts - a simple application allowing you to set alerts when things are pinned from any domain, including all competitors. When alerted, providing users are reasonably active, you may choose to follow them to begin targeting with your content.
Build relationships with influencers
Each industry has a number of influencers and to enhance Pinterest success, it is essential to begin building a relationship with them. Such influencers will already have the attention of your target audience, therefore if you begin to comment on/repin a selection of their pins, this will begin the relationship-building process.
Link to site
When images are uploaded directly to Pinterest, links will default to a dead link until you add a URL. However, when pinned directly from a website, the URL is automatically attached. As such, it is essential to add links to pins otherwise zero traffic will be driven to your site. When repinned, it is easy for links to be amended, redirecting to another source and as such, away from the original source. To counter this, adding watermarks or company branding to all images will preserve the pin and ensure the content stays connected to your business.
3P’S - Promote your Pinterest Presence
You may have thousands of likes and followers on Facebook and Twitter, however it isn’t so commonplace to simply stumble upon a Pinterest account. As such, it is essential to promote your Pinterest account and this can be done at no cost to the business through other social networks. Tweeting about your presence on Pinterest around 2-3 times per week, mentioning on Facebook around once or twice a fortnight or sending a monthly email to your customers will help to build your Pinterest following. Additionally, creating Pinterest boards filled with images from offline events and sharing through company social channels can encourage users to follow you on Pinterest. Encouraging customers to engage with your business and share their own contributions is an excellent way to build relationships and can be done through user-generated boards filled solely with customer content.
Recently launching Pinterest Analytics (available when you verify your account), this provides access to relevant information i.e. how many people are pinning from your website, how many users are seeing your pins, etc (Branching out Online). As with all social networks, tracking the success is imperative to all future efforts.
By following these top tips for Pinterest, you should have a greater understanding of the platform and the benefits to business. If your business is already on Pinterest, let us know how you’re doing! If you are thinking of setting up your Pinterest business account, get in touch for some additional guidance and advice from the social pros at After Digital.