Pinterest might not have the same all powerful reach of Facebook and Twitter, but as a social media platform with over 200 million users each month, it might be worth considering as part of your marketing strategy.
How does Pinterest work?
Pinterest is a highly interactive platform, rather than a passive one. Most other social media platforms sees the audience consuming as they scroll. Pinterest users tend to be actively seeking content with a particular theme, and will save pins (as posts are known) that they like to their own boards.
Information can be organised by creating boards for different topics. The source of information is more likely to be revisited once a pin is saved.
Why use Pinterest for marketing a business?
Pinterest users typically search for a topic to see pins with that theme. As well as returning the required results, Pinterest uses that data to populate the homepage feed with related content. It gives users more relevant content, and means they are more likely to interact with it.
Will Pinterest be useful for my business?
Each social network is useful to a business in a different way. The usefulness of including Pinterest into your marketing strategy very much depends on what you would like to get out of it. The type of content, and how much of it, that you offer will also have an impact.
How to get started using Pinterest for your business
Marketing on Pinterest can require some lateral thinking, just like any social platform. Set up a Pinterest for Business account so that you can access analytics information which will help with reviewing and refining your Pinterest strategy.
Promoted Pins is a paid service which allows you to increase the visibility of a particular pin. It’s possible to upgrade to a business account from an existing personal one, but will need to ‘claim’ your website and any other socials you’re using.
What content can I use to market on Pinterest?
Pinterest is a highly visual platform, much like Instagram, except the pins are basically web links. Linking to a web page means you can select an image from that page to use as the ‘face’ of that pin. Users tend to be grabbed by visual content, so use this to get attention so they will follow the link.
You can create pins which link to your own content or to someone else’s, or you can re-pin an existing one to your own boards.
Pinterest tends to be used as a source of inspiration or information. So, if you run a company which hires out special occasion marquees, you might have boards dedicated to wedding décor, upcycling for parties, and so on. A business which sells workout clothes might benefit from grouping together content about yoga poses, strength training, and a board for workout gear!
Create Pinterest boards which use your keywords
Titling your Pinterest boards with your website keywords improves the visibility of pins. The Pinterest search algorithm will also see the relationship between the link and the pin, judging it to be more relevant.
A good user experience for your customers
Using Pinterest is also a way to add value to your service for existing customers. For example, a hairdresser might have boards for different hair lengths, colours, or styles, as a visual prompt for customers struggling to know what they’re after.
Pinterest marketing can be rewarding, depending on what you’re hoping to achieve. As a long term strategy it takes time, but worth considering. Speak to our Social Media Manager for advice on how we can help.
