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Pinterest for business

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I enjoyed tuning into Pinterest’s first UK webinar recently.

For those of you who don’t know much about Pinterest it’s a photo/image sharing social network where (as Pinterest’s spokesperson put it) Pinterest helps people discover their interests and find them in real life.

Here are some useful info/tips I learned from the webinar:

The way people use Pinterest is most similar to Google:

Google is great at providing answers for factual questions but it can’t answer ‘what shall I make for dinner’? People could find inspiration about what to make for dinner on Google and then use Pinterest to index the search engine results on a board.

How to achieve scale on Pinterest:

The most successful strategy for achieving scale on Pinterest is organically. Build up people who love your content and offer them data that they’ll love.

On Pinterest behaviour is mostly around sharing. This is different to Facebook where behaviour is mostly about posting. Hence you can achieve bigger scaling around smaller numbers of followers on Pinterest.

How to create content that is searchable:

Make sure the words you want to come up by are in the description. As people’s searches get progressively more descriptive you’ll miss out if keywords are not in the description. Don’t just mention what it is you’ve posted but describe it – colour, size, what it’s made from, where it is, who it’s for (kids, women, men) are all useful descriptions which will help your content get found.

See how people are describing things on Pinterest to see how they might be searching for them.

However, don’t be too generic in your descriptions. It’s copy, not data, so be inspiring and sell the product as well as the keywords.

Be creative: If you have one pair of shoes to sell, photograph them in different ways and put them on different boards (perhaps seasonal boards showing how they could work in spring, summer, autumn and winter).

So what should businesses do?

1. Get more pins out there.

2. Inspire people to repin.

3. Integrate Pinterest with e-marketing.

4. Build inspiration for a product launch by getting people to pin via a newsletter for example.

5. Stay topical – quickly curate seasonal inspiration for example.

6. Use Pinterest as an extension of your website.

7. Design Scalable Content: Think about what creative content would work best for your business. If you don’t have lots of content to share, make it sharable content.

How to Grow your following:

The more followers you have the more sharing will take place. It’s hard to grow your followers on Pinterest. Cross posting to Facebook helps and a call to action on your email marketing.

Consistently curate great content. Pin regularly from a variety of sources and in a way that aligns with what your audience are interested in. In addition to product information, share great ideas that allow your followers to pursue their interests.

Be Inventive – Pinterest is a new platform:

Use Pinterest as a focus group to see what is popular. This could help inform product placement in your stores for example. Make you product packaging useful and have a link to your pinterest site or a particular board.

Coming soon – Promoted Pins:

Plan for promoted pins. Pinterest has been testing inserting promoted pins into newsfeeds and will launch this in the UK in 2015. The promoted pins will be in category feeds and search results.

3 Steps to really understand Pinterest:

1. Unfollow people, start following boards.

2. Seek out your interests and follow boards.

3. Start curating boards you care about.

Which brands should be on Pinterest?

Every brand can be successful at Pinterest. Identify the interest that your target audience has and pin regarding that. It can be a big undertaking though to actively participate (every day/week) so it may be better for some brands to use promoted pins when they become available as a tool.

What about copyright?

Copyright on Pinterest is something to think about if you pin other people’s pins. The least conservative approach would be that if you see a ‘Pin it’ button on someone’s website, that could be taken as that website agreeing to allow their content to be shared on Pinterest. You could also send  an email to a website owner/blogger to ask if they mind their content being pinned.

The most conservative approach would be to identify 10 content creators and write up an agreement that says you can repin their content.

Look at the Pinterest business site for more ideas

Things to think about:

75% of Pinterest activity is on mobile devices – phone being the biggest platform and then tablet.

Pinterest gives a really good indication not about what people are talking about, but what people are thinking about.

Pinterest has the capability to take down any pin with concern over it.

I hope you’ve found this useful. Here’s a Pinterest business page I’ve been working on for a really fun client ‘Twinklesteps‘.

Let me know if I can help you. Marie leverett

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