Just like Facebook and Twitter, Pinterest has now become a necessity for any business’s social media strategy. If you really want your Pinterest to stand out and inspire customers, we have some helpful tips that can solve your problem.
Before we get started, let’s briefly go through what Pinterest is and why it is important for your business’s social media strategy.
What is Pinterest?
Pinterest is essentially a virtual pinboard. It let’s users organize and share all the beautiful things they find online. Users can browse pinboards created by other people. It connects people through the things they find interesting.
Why Does Pinterest Matter?
Pinterest has now become the third most popular and fastest growing social network now with over 30 million monthly users. Daily users have increased 145% from early 2012. Pinterest is now engaging users 3 times more effectively than Twitter. Those users being engaged from their mobile devices. 58% Pinterest users surveyed said they did the majority of pinning from a tablet, followed by smartphones (30%), and then a desktop/notebook (12%). Pinterest is taking over mobile, so it is important that your content is mobile ready.
Although making your Pinterest look good on mobile is crucial, the most effective way to engage and interact with Pinterest users is by having inspiring content.
We will cover everything from making your account appealing, all the way to getting users to interact with your brand. So let’s start with the basics.
For those of you who have not set up your Pinterest business account, set it up now! It only takes a few minutes. Once your all set up, take a look at the Pinterest vocabulary below to get a feel for how Pinterest works.
Now that you have a firm grasp on what Pinterest is, the best place to start is creating boards.
Pinterest isn’t just a place for showcasing what you sell, it’s a place to show people what inspires you. Use your boards to express your brands style, share ideas or link to things your target audience would love.
The very best boards are intriguing, with beautiful images that draw people in, and have a creative title. You can create what ever kind of boards you want, but it is try to pick topics that reflect your brands personality and are relatable to the industry and target audience.
Thompson Hotels does this well by having both boards that are relatable to their industry(Hotels, Travel), and boards that people that reflect their personality(Art, Films, Music).
The most important aspect of your boards are the board covers. Users will judge boards by their covers, so it is important to make a good first impression. Bright and vibrant colors are always a plus. You really really want your board covers to pop out.
If you offer something special like a seasonal sale, consider making a board about it. The holidays are a great time to help people dream up ideas and make them a reality. If your involved in fashion, like Nordstrom, you might curate a board of seasonal trends. HGTV also does a great job of using boards for holidays and seasons as you can see below.
Making sure your boards look good on mobile devices is a must. With high resolution screens like the iPad and the Nexus 10, images can appear worse than the average computer screen might lead you to believe. Use the highest resolution image you can find and inspect it’s quality carefully before repining it to your board. Regularly check your board covers on mobile devices to make sure they meet your standards.
A pin is an image or video you add to Pinterest. You can add a pin from a website using the Pin It bookmarklet or upload an image right from your computer. Any pin on Pinterest can be repinned, and all pins link back to their source.
Once the image or video is pinned, Pinterest users can add it to their board by repinning it. 80% of the pins on Pinterest are repins. However, it is important to have original pins as well to link back to your own content.
Your pins are the heart and soul of your Pinterest so pick them wisely. If you just carelessly repinning images that fit your topic, your boards will become cluttered and unappealing. This doesn’t mean you need to spend hours looking for that perfect image either. Pinterest is loaded with captivating pictures and videos that can grab and inspire visitors. Just add around 10-15 pins a day to start growing an audience, shouldn’t take more than 20 minutes of your time.
Help people interact with your pins by putting calls to action in your images. Notice the calls to action in the pin above. Although it is not free, the fastest and best way to add text to an image without using expensive photo editing software, is using a $2, iOS App called Over HD. They have stunning fonts that will stand out and pack the punch you are looking for.
If you do have access to photo editing software, we would recommend adding a watermark of your logo to your original pins. On Pinterest, you can change the link of the pin, but you can’t change the photo. This would ensure that whenever and whoever your pin is shared with, it will always have your logo on it.
When you pin something, be sure that it links to a useful web page. The Travel Channel links its pin to a relevant article they posted to drive traffic to their website.
The most important part of getting your Pinterest mobile ready, is making sure the links attached to your pins are optimized for mobile devices. Your content needs to look like it was tailor made for any device, just like The Travel Channel does in the example above. If a customer ends up at an displeasing webpage, the odds of them clicking on another one of your links are decreased by 68%.
Your descriptions add color to your pins. You might want to include keywords so people can find your pin in search, or you may just want to expand on your pin like Martha Stewart Living does in the example below.
Descriptions are also a great place to socialize and interact with other Pinterest users with things like hashtags(#) and call outs(@). You can optimize a pin for keyword searching by adding hashtags that users may be more likely to use if they’re searching for specific content on Pinterest. Below is a pin from Roxy that not only uses lots of hashtags, but also calls out several other Pinterest users. This let’s them know about the pin so they can share it easily.
Instead of pinning everything yourself, you can invite others to pin with you! Host a live pinning event like Z Gallerie or invite pinners to collaborate on a group board with you. Both are great ways to get involved with and inspire your customers to be creative. You can see below Whole Food’s group board where users have pined pictures of their favorite kitchens. Topics like these are great because it is fun for your customers to participate and more importantly it relates to your brand.
Video Boards are a great way to curate your YouTube videos on Pinterest. There are tons of great ways to utilize video boards. From Do-It-Yourself projects, to home gardening tips, to cooking recipes, try to have something unique but it still needs to reflect your brand. Dollar General has a great collection of short cooking videos as you can see below.
Contests give a real incentive for customers to interact with your brand. The Home Shopping Network ran a contest this last fall. HSN held a “Pin to Win” contest where pinners created an ultimate fall wardrobe board and tagged with the hashtags #HSN and #FallFashion. The best board won their dream wardrobe. They are just one example, try to think of something creative that your target audience would respond to.
One of the more recent additions to Pinterest are secret boards. Pinterest allows up to three secret boards that won’t show up anywhere else on Pinterest, limiting visibility to the creator and any collaborators they choose to invite. This can be beneficial to business owners in a variety of ways.
On one hand, secret boards can help businesses organize and plan ahead. You can organize your social media content for a future release, create a board specific to an upcoming launch or announcement, or use it as a tool to collaboration for an upcoming event.
On the other hand, secret boards can be quite an effective marketing tool. Invite a select few key influencers to a secret Pinboard that offers exclusive discounts or promotions as a reward for being a fan. The choice is yours but remember, the goal is to inspire your target audience to interact with your brand.
Now that your brand’s Pinterest has lot’s of inspirational content for your customers, it is time to interact. Engaging and commenting on others’ images you like is a great way to grow your followers. Interact with others as you do on Facebook, Twitter and Instagram. You can also expand your reach by sharing pins or specific boards on other your other social networks.
To stay relevant on Pinterest be sure to keep actively pinning, repinning, liking, commenting, and following. Swap your cover boards every few days so your page always looks fresh. And don’t forget to make all your photos, videos, boards, and links mobile ready.
Along with their mobile apps, Pinterest has widgets and buttons to that are easy to integrate into your website. Check out their free goodies.
Repinly helps you find the most popular pins, boards, and pinners on Pinterest. You can also measure your Pinterest influence and discover what’s hot and trending, all for free! Visit their website here!
See other businesses have had success using Pinterest and follow their example. See Pinterest Case Studies.
Congratulations, you now have the knowledge to perfect your Pinterest business page. Soon you will be interacting with your customers and discovering new ones. Your Pinterest is now a resource of inspiration for anyone interested in what you do.
What are some ways you inspire your customers on Pinterest? Let us know in the comments below and don’t forget to subscribe. Also, check out some of our past posts for some more mobile marketing insight.
Thanks for reading and have a wonderful day!