Posted on Sep 3, 2015

How To Get the Most Out Of Pinterest

social network that’s all about sharing images (and sometimes videos). The main goal of this social media platform is to give its users a way to discover new things. To get the most of out of Pinterest as a small business, first consider whether it’s right for you. Pinterest is particularly useful for your business if you sell directly to the consumer. But it won’t help you if you cannot create (or curate) beautiful images of your own. 

While Pinterest is suitable for a broad range of industries and types of businesses, you’ll need to make sure that you’re not joining Pinterest because of “shiny object syndrome.” Hone in on your business needs and if Pinterest can play a part in your creatively growing your business – perfect! If not, it’s ok. Just know where you and your business stand.

If you want to reach people with a high level of income and education, Pinterest is your place. And while men do use Pinterest, the majority is women – the key decision makers in most household financial decisions.

So, let’s get started using Pinterest:

Set Up An Account

You have two options to set up a business account. The first is to convert a personal account to a business account, and the second is to set up a new business account.

Converting your personal account is a simple process that requires you to log into Pinterest, click on Pinterest for Business, and select Convert Now.

To create a new account go to the Pinterest business page section and complete the required information:

  • Business type
  • Your name and email address
  • Description
  • Website link
  • Profile image

You will have to verify your website. This is a technical process that requires you to upload a small verification file to the server that hosts your website. You may need to get help from your website designers to complete this part of the process, although Pinterest does offer a detailed step-by-step guide.

When setting up your account remember that Pinterest is a visual platform. Text has a place, but don’t write too much in your bio. Look at this example on the Nordstrom Pinterest page. They keep it simple by describing what they’re about in less than 25 words.

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Boards And Pins

It is now time to get into the fun part and what Pinterest is all about – boards and pins. Pins are the content that you share on Pinterest. This could be images that you upload to Pinterest directly, or it could be an image or a video on a website that you link to. Boards are places where you group pins together.

Let’s look at some examples on Lowe’s Pinterest page.

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Here we see five boards:

  • Patio Paradise
  • It’s Grill Time
  • How You How-To
  • Savor Summer!
  • Gardening Tips

Within each of these boards there are pins – Patio Paradise has 160 pins:

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For your business, think about the type of content that you want to share on Pinterest. Make it engaging and helpful to your audience, and focus on the visual. Then think about the boards that you can categorize this content into.

To set up a board click Create Board and fill out the required information. This includes a name, category and description for the board. You also have the option to allow other individual Pinterest users to add pins to the board.

Once you have your boards in place you can start adding pins. You have three main options:

  • Upload content from your computer
  • Pin a link to a website page – you will be able to choose one of the images on the page
  • Repinning content from other Pinterest users

For each pin you are asked to enter a description and allocate it to a board.

Rich Pins

Rich Pins are a powerful feature on Pinterest. But there is a downside – they are quite technical to set up so you will probably need to get the help of your web developer again. This is different to other social media platforms where you can use the vast majority of features without any technical expertise at all. But there is a benefit to the Pinterest approach – there is less spam on the platform. Plus the authority of Rich Pins is maintained.

But what are Rich Pins? Rich pins include extra information on the pin, so offer an enhanced experience for your audience; i.e. they get more information without having to click elsewhere. Five types of Rich Pin are available:

  • Movie
  • Recipe
  • Article
  • Product
  • Place

The process of adding Rich Pins requires adding code to your website, and then going through a validation process with Pinterest. If you use WordPress there are plugins that can help, and you can follow the step-by-step guide, but you might need to get additional assistance.

Promote Your Pinterest Page

Now you need to get followers to your Pinterest page. You should notify your customers, email subscribers, and fans of other social media platforms and tell them that you’re on Pinterest. The key is to make them want to follow you on Pinterest. Try to avoid begging for followers – it’s not a good look. You should also include the link on your marketing materials and your email signature. And remember to include “Pinterest Pin It” buttons on your website.

Like other social media networks the key to success on Pinterest is posting good quality content regularly. So, figure out what your audience likes, and then start pinning.

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