The power of Pinterest

December 16, 2014

The power of Pinterest

Pinterest is the pin-board–inspired social media platform where users collect, organize, and share items, pages, and websites with others. According to @cc.gatech.edu Pinterest became the fastest social network to reach 10M users, growing 4000% in 2011 alone.

Women embraced Pinterest after its launch. Between 2010 and 2013, women across North America created and shared millions of boards about home decorating, recipes, art, and wedding ideas. Retailers quickly recognized the value of being on Pinterest, and started using it to advertise products and promote new trends. It has evolved over the past couple of years and has seen increased interest from men, especially those in the UK, and North American B2B businesses.

Getting started

Because you run a business, you’ll need to set up a business account by going to business.pinterest.com. If you are converting your account from a personal one to a business one, follow the instructions here.

Starting out:

  • Create a Pinterest marketing plan: determine your goals, objectives, and content schedule, as well as the type of pins you want to promote.
  • Research other boards in your industry.
  • Determine the themes and purpose of your boards.
  • Create graphics that draw attention and have a call to action.
  • Measure, test, and track your results.

Best practices:

  • Customize your profile: write a good description, include a profile image, and choose the appropriate business type.
  • Choose board titles that are clear, descriptive, and inviting.
  • Focus on your target market and be deliberate about what you share — don’t add content haphazardly.
  • Choose your pins wisely: original content is always better than repins and high-quality pins enhance your credibility.
  • Create images on your blog with large text and use words that grab the interest of your target market.
  • Ensure your calls to action link to specific pages like signup forms, not just to the homepage of your site.
  • Connect with other pinners by liking, following, and commenting on their pins.
  • Understand what content gets shared the most.
  • Pin content in a consistent and timely manner.

Tools to help you with your Pinterest account

Design:

Content curation:

  • Use Feedly to save articles you have researched for future pinning.
  • Use Google Alerts to set up alerts for keyword phrases that you want content for.

Metrics:

  • Use Pinterest Analytics to see what content of yours pinners like the most and how your demographics break down.
  • Use Viralheat to track mentions of your brand and reach out to top influencers to increase sales.
  • Use Tailwind to schedule pins and monitor community engagement.

Facts and statistics that may help your Pinterest strategy

The company DMR has curated some eye-opening statistics about Pinterest:

  • Images without faces get 23% more repins.
  • Lighter images are pinned 20 times more often than darker ones.
  • Calls to action in a pin description increase engagement by 80%.
  • As of July 2013, there were approximately 500,000 business accounts on Pinterest.
  • Over half of daily Pinterest users — 52% — consult Pinterest for purchasing guidance while in a store.

How can you use Pinterest for your business?

You can use Pinterest in many ways to help your business, particularly for conducting market research, by building brand authority, and by generating traffic to your site. Let’s look at each of these in detail.

Useful market research tool

Pinterest is a useful market research tool because it allows you to learn more about your customer. Pinterest allows people not only to share what they own, but also to note what they would like to own in the future.

Become a brand authority

You can position yourself as an authority in your industry by providing educational and informative content that is useful to your target audience. By posting original content and re-pinning content from others, you build credibility and trust for your business.

Increase site traffic

According to a 2012 report, Pinterest drives more referral traffic than LinkedIn, YouTube, and Google combined, and is even overtaking Twitter.

It’s clear that Pinterest is a great place to do business. To create pins that inspire, solve problems, add humour, and make people want to share your content, follow the best practice tips above.

Image credit: by Roxanne Ready, via flickr.com.

Author

Jemma Fong

Jemma Fong has written a variety of practical guides on web site launches, redevelopment, and training manuals including 8 booklets for the E-Business Toolkit for the Ministry of Economic Development, Web Business Planning Guide and Online Marketing Guide. You can find Jemma on InSite Creations and LinkedIn.