Pinterest has the potential to be the most valuable social media platform for businesses. Ninety-three percent of members use the platform to plan purchases! Pinterest’s unique user base of over 73 million members are looking to spend money on their passion projects and dreams. [Source]
What is Pinterest?
Pinterest is a virtual pinboard where users “Pin” images of:
- things they are planning to do
- things they would like to buy
- and most importantly, things they are dreaming of doing
The images are “pinned” to boards to keep ideas and projects organized. Images are linked back to a website or blog post, offering relevant content for the user to easily find and go back to later. In addition to pinning, Pinterest users can also “follow” other “pinners” and individual boards.
Pinterest posts are a creative journey - planning and dreaming about life experiences. Boards span a huge spectrum of interests including:
- home decor
So, why should small and medium sized businesses focus on Pinterest as a promising social media marketing platform?
Here’s some stats on how and why people use Pinterest:
As a business, you cannot afford to miss out on this amazing opportunity to reach potential customers who WANT to spend their money. Pinterest users, more than any other group on social media, are shoppers. They use Pinterest to find inspiration for their next project and are actively seeking products/services to purchase. Adding Pinterest to your social media marketing plan extends your business’ reach into an extremely valuable market segment.
How to get Pinterest working for your business:
Create a plan - Any marketing effort should be guided by a plan based on your customers and target market.
Create boards with categories - Using your market research, create 7-10 boards that your target audience would find useful and interesting.
Curate and create pins - Aim to have at least 20-30 pins on each board. To add pins, you can choose photos/articles you find online, upload your own photos, or use a design tool like Canva to create unique pins.
Here’s how to create pins that will help drive traffic to your website:
- Describe your pins well so they can be easily found through search. Balance “real voice” with relevant key words to provide more info about the pin. Avoid overusing keywords as this could flag the pin as spam.
- Use eye-catching images. Pinterest has a useful guide on how to create great pins.
- Pins that link back to useful content perform well on Pinterest. For example, a freelance photographer might create a Pin to link to their blog post “How to take better photos with an iPhone”
- “Repin" from reputable sources. Find leaders in your industry and “repin” their articles, blog posts, and photos. Follow their boards and interact with them through comments/likes.
- Use Rich Pins - These are pins with extra information. For example, a Product Rich Pin includes real time pricing, availability and where to buy. Pinners may also get notifications when prices drop more than 10%. You’ll have to apply for rich pins with Pinterest. click here for more info
- Avoid time sensitive information on your pins. Pins tend to be “repinned” for weeks and months after the original pin (engagement on a Facebook or Twitter post only lasts for a few days). For example, a one-day sale that a retail store is promoting on Facebook might get lost on Pinterest, only be “repinned” when it is no longer valid, months later.
- Create a mix of pins from your website and other sources.
- Enable Pinterest on your website - Two thirds of all content pinned comes business websites. Ensure customers can pin your products from your website and content from your blog.
Let everyone know you’re on Pinterest - Post to your other social media platforms that your business is now on Pinterest. Include a few recent pins in your email newsletter.
Be consistent - Pin daily. The more you pin, the further your reach. Regularly follow new “Pinners” and Boards. Comment and participate in Group Boards.
Use Pinterest Analytics - Pinterest’s own analytics system is very informative and offers great insight into your Pinterest activity. Once you get going, check your analytics to see what works, what doesn’t and then fine tune your strategy.
Buyable Pins - Pinterest recently launched Buyable Pins for US-based retailers (it is not yet available in Canada). Buyable Pins will further increase sales, confirming the marketing promise of Pinterest. Stay tuned to the PowerStores blog for updates on Buyable Pins coming to Canada!
Pinterest’s unique combination of eye-catching images with useful content attracts doers, dreamers and shoppers. Pinterest’s unique user-base has the potential to make it the most valuable social media marketing platform for businesses today. Using Pinterest for your business not only increases your reach, it also helps you put your products/services in front of people who are looking to buy them. If your business hasn’t already, signup and get pinning to take advantage of Pinterest’s social media marketing power.