If you’re not using Pinterest for business as part of your marketing arsenal, you might want to start. According to a recent article on SocialBarrel, Pinterest has more than 10 million monthly unique visitors, making it the third most popular social network behind Facebook and Twitter. The article also points out that the average time spent by users on Pinterest is 77 minutes compared to 12.1 minutes for Facebook and 36 minutes for Twitter.
Potential customers are visiting Pinterest in mass, and spending a great deal of time on the site when they get here. Pinterest can be a powerful tool for driving traffic to your website and increasing sales. The social sharing site can be an outlet and opportunity to humanize your brand and give customers a “behind the scenes” look at your company.
What is Pinterest?
For those who are unfamiliar with the emerging social tool, Pinterest is a collection of branded storyboards that let users get a feel for your business culture, philosophy, pricing, products and services without having to say a single word. Instead, you show potential customers why they should be interested in your brand.
The whole concept of Pinterest centers on what is called a “pin” or a photo that is added to a user’s Pinterest feed. Pins can be organized into various “pinboards” with a common theme. Similarly to other social media sites, Pinterest lets others follow your boards so they see when you add a photo.
Boards can be organized into larger categories such as “Art,” “Outdoors” and “Technology” so users can easily browse pins related to what they’re looking for. This makes it simple for potential customers to discover content that will drive them to your website.
How to Get Your Business Started on Pinterest
1. Set up a Pinterest business account. A verified, professional page with your business name and logo is much more effective and authoritative than a personal profile. If you already have a personal account you’re using for business, you can convert it to a business page.
2. Post unique content. Share unique, interesting content with relevant captions. Other Pinterest users will be more likely to repin to their own profiles or “Like” your image if it’s creative and targeted.
3. Include keywords and backlinks. Include relevant keywords in your profile description and feature a backlink to your website for SEO value. Do the same with your pins; as your image in repinned, Google will acknowledge each share as a valuable backlink that can further boost your SEO.
4. Add @tags and #hashtags. When you comment or add a caption to a pin, you can include an @tag to another Pinner and they will receive a notification. You can also add a #hashtag to help users more easily find pins on a specific topic.
5. Build your social networks together. Pin your blogs, tweet your pins and share photos with your Facebook fans. Keeping your various social networks connected will draw viewers to other sites, and ultimately to your website.
6. Let your personality show. Dedicate boards to things like music your employees listen to and business outings to display the lifestyle and personality of your brand. Customers will better relate to your business when they see you share interests.
7. Utilize secret boards. This month, Pinterest added secret boards that can only be viewed by the creator and any collaborators they choose to invite. This feature can help with content development, an upcoming product launch or event planning.
8. Practice social media etiquette. Keep your posts creative and relevant. Stick to the quality, not quantity mantra just as you do when using other social media platforms so you don’t overwhelm your followers.
9. Research your competitors. Do keyword searches for pins and boards in your industry, and keep up with popular boards related to your products and services. You can keep up with what’s getting repinned, and evaluate their results to help market your brand more effectively.
10. Be subtle. Don’t be too blunt about selling your product. Pinterest users want to get a feel for the culture of your business; post intriguing pins that are relevant to your services and target audience. Your product will sell itself.
Connect with Momentum on Pinterest to get a behind-the-scenes look at our company, our product and our cyclocross team.