Images and video are driving engagement on the web and social media. Pinterest helps you with both.
This post is from our upcoming book tentatively entitled, Marketing Essentials for Small Business. The completed portions of the initial draft are temporarily available on this site via our new Free Content Library. Eventually, the book will be offered as a pdf, ebook, and in hard copy. Parts 1 and 2 of the book are also available as a downloadable pdf in the Free Content Library. They cover the first two pillars of your content marketing strategy – your website/blog and email marketing.
Here’s what your business can get from Pinterest
You’ve no doubt heard of Pinterest, a virtual and quite shareable bulletin board of a social media platform. Like Instagram and Tumblr, it’s a visually oriented one. Pinterest is more focused on emotions than some of its counterparts. It’s current demographics lean toward women, but more and more men are using it.
With Pinterest, you create a variety of boards based around topics. These should focus on your core content, what your audience’s interests are, and what you want to communicate.
It is also very useful as a vehicle for highlighting your product categories. You share information, especially benefits, about individual products with “pins.” Thus, it can be a valuable supplementary catalog of your products. Up can even use Pinterest to drive traffic to your retail location(s) or sell products with Buyable Pins.
Pins link back to pages or posts on your website or to content you are curating. When you post interesting, informative, and entertaining content people will follow your boards. They will like and share your pins.
You will want to pin consistently. Images with text overlays and that are vertically oriented do better. And always include a call to action.
Create a company page
If you are a business, you will want to set up a company page.
Optimize your “about us” section with search in mind. Be sure to do the same with your board descriptions and names. Like any content marketing use the language and phrases, your audience does when searching for your products. Use unique and specific hashtags as category references but don’t use too many of them in individual posts.
Most importantly don’t forget to add your website address.
Include your keywords in the names and alternative descriptions of company images you pin.
Pinterest may be perfect for you if you are a:
- style-focused business
- food-focused business
- craft brewer or distiller
- design-focused business (especially home decor)
- craft/DIY oriented business
- photography-focused business
- art-focused business
- tattoo parlor
- travel-focused business
- outdoor sports-focused business
- B&B, Air B&B, or resort
- any business focusing on customization
Be sure to add a link to your Pinterest profile on your website and make it easy for visitors to pin content from your site. Promote your profile on other social media channels and in your email marketing.
Use boards for more than products
In addition to product and content topics other boards include:
- company information and history boards
- thank you boards for customers
- how to boards
- behind the scenes boards
- employee boards
- boards related to your conferences
- coupon boards
- contest boards
- promotion boards for your customers
- testimonial boards
- and more
Use Pinterest as a resource organization tool
Like Pocket, Pinterest is useful as a storage and organization tool for content or product research via the use of private boards. It’s a good place to store content for later perusal. It’s a visual bookmarking tool after all.
Curate the pins of other users
Pinterest is also effective for content curation. Repin complimentary content from other boards you follow. It’s especially useful for re-pinning visually compelling content like infographics. Share ones you share on other social media platforms.
As mentioned earlier in this book find content to share in your curation by following thought leaders in your field. Also follow the influencers that your prospects follow. You will want to pin and repin content from them. Edit their copy with #hashtags and phrasing that are more relevant to your industry and prospects.
Analyze and improve
Like every social media platform, Pinterest requires analysis to determine which content resonates best with your unique audience.
Pinterest’s analytics tool offers insights into how your content is faring. To gain access to your Pinterest account’s analytics, you must first verify your website. Then you can view data about your profile and viewers. You can also see information on interests and how users interact with your content.
While Saturdays’s from 8-11 p.m, has been suggested as the ideal time to pin, experiment and analyze to see what works best for you. Posting from 5 -15 times a day is recommended. Again, see what works best for you concerning times and frequency.
Like its compatriots, Pinterest is a business, and it monetizes itself with advertising. The main ads are call promoted pins. Like other platforms, it offers retargeting and other tools.
Rich Pins are pins that include extra information. Pinterest has six types of Rich Pins: app, movie, recipe, article, product, and place. You’ll need to prepare your website with meta tags, test your Rich Pins, and apply to get them from Pinterest. The Buyable Pins mentioned above are another ad type.
Summing it up
Pinterest is another powerful arrow in your quiver of social media tools. Use it to promote the visual side of your business. Images and video are what are driving online engagement. Be sure to make the most of them with Pinterest.
What will stay essential
Social media platforms are more precarious in the long-term than blogging and email marketing. Still, there will be some form of them in use for the immediate future. And Pinterest looks to be one that will last.
- Share useful and informative content.
- Curate content from experts and influencers in your industry.
- Build a supplementary catalog of your products.
How we can help you
If you like what you see here and want to get started with Pinterest, we can help you develop a pinning strategy. Please get in touch.
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