Pinterest is not as big a social media name as Facebook and Instagram but it can play a key role in business marketing especially when it comes to influencing purchases and sales.
As eMarketer puts it, Pinterest ranks second to Facebook [Instagram comes in third with a significant 4% gap between it and the latter] when it comes to influencing social media users in their purchase decisions. Shocking? I know!
To date, Pinterest has over 200 million monthly users — 68% of this number is women with ages ranging from 2 to 64. Aside from this, half of the US millennial population uses the platform and 40% of the site’s new users are men.
So, if you don’t get Pinterest on board your business’ social media marketing strategy, you might be missing out on reaching a potential market… big time.
What is Pinterest?
Pinterest is a social media platform that puts stock on images. What sets it aside from other image-oriented social media sites like Instagram is that people use it for inspiration — to pick out fresh ideas including finding new products to try. Pinners (as what Pinterest users are called) get into the site to find the perfect Christmas gifts or DIY ideas for their gardens or even try out new recipes. This what makes the site a perfect hub for ads.
Getting to Know Pinterest and Its Language
Okay, if you’re not familiar with Pinterest and wants to get in the site, it – like other social media platforms – has its lingo you need to familiarize with.
Pin – is the post you choose to save to Pinterest. Pins can either be images or videos with a short description text. It is important to note that every pin carries the link of the original source so when someone clicks on it, he/she is directed to the website from where the pin was sourced from. This makes Pinterest a good source for referral traffic.
Boards – Similar-themed pins are categorized into boards. Example, a bride-to-be creates a board for Wedding Dresses where she’ll put in pins of her wedding dress inspirations, another board for DIY invitations, and another for wedding themes. Boards organize things out as Pinners save tons of stuff — 100 billion pins (to date) to be exact.
Home Feed – Like other social media sites, your Pinterest home feed let’s you see the collection of pins made in the boards or added by the users you follow. The site allows you to follow the Pinner or just specific boards he/she has.
Pinterest for Business: What to Do
Create your Pinterest Business Account
Now, let us come to using Pinterest to market your product or service. It is best if you create a Pinterest business account rather than a personal account because the business page has features that aren’t available in personal accounts, namely the use of Analytics and Pinterest advertising.
Start by going to the site for business page and click JOIN AS A BUSINESS. A complete profile shows your professionalism to your potential market so make sure you don’t miss anything when you set up yours.
It is also important that you confirm your website in Pinterest because doing so allows you to take track of the pins that people make from your website, makes your brand more visible as your logo is added to these pins and boosts the ranking of the pins you make in search engine results.
Here’s how to do this:
- Go to Pinterest settings, scroll down to the profile section and click CONFIRM WEBSITE.
- You will be provided a text that you need to copy and paste into the HTML of your website’s index page.
- Once it’s done, click FINISH.
Create different boards for your products and services
Once your account is all set up, you’re ready to move on to the next step which is to create the boards your pins will go into.
Your board’s descriptive name is vital so use simple, clear yet persuasive words. It’s best if you limit your board name’s characters to 20 so it won’t get cut off. Then choose the right category for the board you made. Categories are what Pinners type in the Pinterest search box to make their searches more specific. You can add more details to it later on like description and such.
If you’re not yet ready to make your board public, Pinterest allows you to make it a secret until you deem it good to go live.
Create your pins
Your pins make or break your marketing strategy in Pinterest. As the site is a visual medium, you have to make sure the images or videos you pin has quality, in focus with your brand and are interesting enough to generate clicks, pins and hearts.
Here are the things you need to keep in mind when making your pins:
- 80% of Pinners log on to the site through their mobile devices so you have to make sure the images you pin are optimized for small screens. The ideal image ratio for this is 2:3 or 600 X 900 pixels with vertical images being your safest and best bets. Images that go beyond 1560 pixels in height gets cut off.
- Don’t just present your brand as is. A Pinterest research found out that images showcasing products as they are used outperform those that only show the products as they are. Example, if you’re selling dresses, creating a tasteful pin showing someone wearing a dress you’re selling for the appropriate occasion is more likely to get clicked by 30% more than a picture of the same dress alone. Additionally, images of products as they are used get 170% more checkouts compared to just presenting them catalogue-like.
- A few words or a short descriptive text to your image allows the Pinner to have an idea of what you’re trying to sell or present. Just make sure your description doesn’t make your image look too busy.
- Pinterest not only allows but greatly encourages as well the creation of multiple pins that link to the same webpage because what one finds appealing, another will not. It’s better to give them multiple options.
Other Tips to Maximizing Pinterest for Your Business
Add Pinterest save Buttons to your site
This is especially helpful to people who have not installed the Pinterest browser button but wants to save something from your site to look into later on. Not only is that a potential sale, it can double the amount of pins Pinners can make from your site making your brand more visible.
Be consistent with your pins
Pinterest recommends pinning once a day. Take note that peak times for US-based brands are evenings and weekends. If you’re planning to post a large number of pins, don’t do so at once. Divide the huge bulk over the week pinning several posts staggered throughout the day. This way, you’re making sure that your target audience is seeing what you have been posting.
You have to put in mind that Pinterest is not a catalogue for your products but a social media platform. In order to gain followers – as a user or even just your boards – you need to have active participation, too. Like boards that are within your brand or business niche but are non-competition, follow fellow Pinners in the same way. Repin and engage in pins that are relevant to your brand.