Pinterest for Business – the Ins and Outs
It’s 2016, you’re already ahead of and keeping on top of your social media for your business but, you want to expand just that little bit more and keep ahead of the pack. Your Facebook and Twitter accounts are a booming success, you’re raking in the likes, followers and subscribers but you just want that little bit extra. Don’t know which social media site to experiment with next? Your answer should be, Pinterest.
Pinterest!? What is this absurd name and why should I use it for my business? I hear you cry.
Well, Pinterest is a platform that allows users to share and save content to virtual collections called pinboards – also referred to as “boards”. While you can find just about anything on the Web on Pinterest — the website’s categories include everything from art to technology. Pinterest is known as a hub for DIY/craft projects, recipes, fashion, home décor and health & fitness related information. So if your business is within one of these categories then Pinterest is the place for you.
Since emerging in 2012, Pinterest has surpassed 10 million users making it one of the fastest growing stand-alone sites in history. Pinterest has become the second highest referrer of traffic to websites after Facebook. It’s time you cash in on the traffic potential for your site.
But there are many misperceptions and miscommunications about Pinterest marketing. So if you are one of the people who thinks that Pinterest is only for women who pin food and wedding content and that your target audience isn’t on Pinterest, think again. Because all your perceptions are wrong. Every business can gain a captive audience with the right visual content.
So, first up, why should you add Pinterest to your digital marketing strategy? Because you can’t afford to miss out on this new revolutionary site. Pinterest as the ability to introduce your business to a whole new audience. For example, you pin your latest post/picture onto your board, someone else pins it to their profile. Then 10 additional people repin that content and another 10 repin that same post. And Voila! Your content is off and running on a stream of repins. These ongoing repins can then create increased awareness, additional blog traffic, new leads and increased sales.
If you’re still not convinced then here are a few more facts for you to think about:
Pinterest generates 400% more revenue per click than Twitter and 27% more than Facebook. It is the fastest growing website in history and it is 80% more viral and three times more effective than Twitter.
Here are the top seven reasons why you should jump on the Pinterest bandwagon:
1. Pinterest makes it easier for people to get straight to the source and purchase. It converts more browsers into buyers.
2. It drives lots of traffic. The site is an excellent tool to help increase links back to your website which drives more traffic.
3. Every pin includes a link therefore it makes it easier for the clickers to get to the source of the image – i.e your business!
4. User engagement on the site is soaring.
5. Pinterest integrates with your website, Facebook profile and Twitter account making it simple for you to post links to all of your social media accounts.
6. You can tailor your posts to what your consumers want. Pinterest allows you to see what’s trending right now. You can follow people who follow you to see what inspires them – you will have a first-person look into their mind and buying habits. Pinterest gives you the opportunity to see and understand what’s hot today and use that information to position your own offers and products. By simply asking questions and sharing more, you can engage users directly. It is all about the connecting, sharing and interacting
7. It reinforces your brand. The site allows you to personalise your brand, probably a lot more than other sites. Use stunning images to create a visual display of what your company is about and to showcase your best assets. It is great for letting the personalities behind the brand shine through.
So if you want all of the above for your business then keep reading as we uncover how to create and set up your Pinterest account.
If you already have a Pinterest account and you want to create a brand new account exclusively for your business log out of your current account and click on Pinterest for business then choose the option ‘join as a business’.
Next complete the details about your business and the manager of your account and read and accept the Pinterest business terms of service. Then click ‘create account’.
Alternatively if you want to convert your current profile into a business account stay logged into your current account and click on ‘pinterest for business’ then click ‘convert now’. Complete the information section and click ‘convert’. All of your followers, pins and boards will convert to your new account, everything will look exactly the same except you’ll have a few more new additional features.
To sign up for a business account, you need to enter your email address, a password, the name of your business and your website so you can drive your followers to your website. You will also need to select what type of business you run from a drop-down menu. From there, you can set up your profile. When you log in to your Pinterest account, you’re taken to your home feed. Your home feed shows you all of the most recent pins from the other Pinterest accounts you follow and features endless scrolling for seamless browsing.
Once you’re all set up and ready to browse, you will find a large search bar at the top of each page. To the left of this search bar is the Pinterest logo as well as a menu option for analytics and ads. To the right, there is a drop-down menu, which displays links to all of the categories you can browse through on the platform.
News, You and Messages. The ‘News’ option displays trending pins and updates, the ‘You’ option shows your notifications from when other users interact with your pins and the ‘Messages’ option pulls up your messages with other Pinterest users.
Next up, the Ins and Outs of the Pinterest lingo…
A Pin is the content you share on Pinterest and a Board is how you organize that content.
A like is a simple way to interact with another Pinterest user, it’s similar to liking a tweet or a Facebook status.
A comment is also similar to a comment on Facebook, will show underneath another users pin.
Even more great news for Pinterest newbies, you can also send pins that you want to share with other users by hovering over the pins and clicking the send button.
And if you’re still in a love affair with Twitter and Facebook don’t worry because Pinterest shares many similarities with both these social media sites. For example, just like on Twitter you can tag users using the @ symbol and you can also send private messages to other users by clicking the ‘Message’ option in the notifications box at the top of the page.
To create a new board click the ‘create board’ button on your profile. An information form will then pop up in which you will need to enter a name for your board, a description of what your board is about and a category under which your board can be categorised.
Once you’ve created your board it’s time to add a pin to it, you can either add your own content by clicking the ‘Add Pin’ button which will take you to your own camera roll or, you can add a pin from the Web. Pinterest will prompt you to enter a link to the page you’re pinning from and voila your pin from the Web is now on your board.
Another option to get other users and customers to notice your brand is by ‘re-pinning’ content from other Pinterest users. Re-pinning allows you to share others content when you don’t have your own content to share.
Similarly to Facebook and Twitter for business, Pinterest has recently launched Promoted Pins which is a paid advertising option for businesses. This option allows you to pay to promote your best and favourite pins and in turn this allows you to target specific audiences. Pinterest analytics can be found at the top of the page if you want to check how your profile is performing; which we highly recommend.
Under the ‘Overview’ tab you’ll be taken to a dashboard where you can see several boxes containing statistics about your profile, audience and more. Here you will be able to view data about your profiles average daily impressions, your average monthly viewers and average monthly engagements. By clicking the more option you will be able to view a graph of all your data.
By using Pinterest analytics you can learn valuable lessons about your audience demographics such as gender, location, interests and what devices visitors use to view your page.
Although Pinterest is a simple platform it allows you to find unique ways to advertise and market your business, there are multiple ways that businesses can use Pinterest. For example:
Make a reading list by saving articles and books related to your company and create a ‘good reads’ pinboard which may interest your visitors.
Plan an event using Pinterest, be it a business trip or a holiday, Pinterest makes planning events surprisingly easy and very visual. Create a board where you can repin helpful ideas, locations and tips.
Create giveaway competitions, if you’re holding a competition or a special promotion, pin it to the relevant board on your page.
Overall the key to success for your business on Pinterest is variety; keep your pins inspiring and aim to use a variety of content. Interact with other Pinterest users and follow other businesses to see how they optimise themselves. If you do all of this you’ll be well on your way to conquering most, if not all, of the most important social media site for businesses.
Here’s a couple of other articles to help get you started: