In order to grow your small businesses and stay competitive, your company should utilize tool available. This includes social media sites including Pinterest. Sure, you’re familiar with Pinterest, but do you really know what it is? Pinterest is a free visual discovery tool used to collect ideas for projects and interests. Pinterest users upload, save, sort and manage images, known as pins, and other media content through collections known as boards. Basically, Pinterest is a virtual pinboard. People create and share collections or “boards” of visual “Pins” to plan trips and projects, organize events or save articles and recipes. Pinterest can be a great asset for business…if you know what you are doing. If you’re new to the platform, take a few minutes to read through these Pinterest Small Business Tips to get yourself started and actually see a return on the investment of time you will put into the platform.
Pinterest Small Business Tips
Pinterest allows companies to create pages to promote their businesses online which can serve as a “virtual storefront.” According to a set of study surveys conducted by Bizrate Insights, Pinterest is more effective at driving sales than other forms of social media. In one case study of a fashion website, users visiting from Pinterest spent $180 compared with $85 spent from users coming from Facebook. These users spent less time on the company’s website, choosing instead to browse from the company’s Pinboard.
The study also revealed that Pinterest is more often used as a destination for shopping inspiration, tracking, and product discovery, and 69% of online consumers who visit Pinterest have found an item they’ve purchased or wanted to purchase as compared to only 40% of online consumers who visit Facebook.
Additionally, significantly more online consumers view Pinterest as a place to get inspiration on what to buy and to help keep track of the latest trends. Pinterest also appears to be the stronger vehicle for brand association. “Forty-three percent of Pinterest members claim they use Pinterest to associate with retailers or brands they identify with, compared to just 24% of Facebook users.”
A greater percent of Pinterest users have engaged with retailers and brands via Pinterest, compared to the percent of Facebook users. However, Facebook still significantly surpasses Pinterest in reach. Data from 2012 showed that 63% of online consumers have a Facebook account, with only 15% of online consumers have a Pinterest account. But awareness of Pinterest among online consumers is trending upwards, which is why small businesses should not ignore Pinterest as an important social media tool. Still need more reasons to use Pinterest to promote your business? Here are a few bullet points to convince you:
- Pinterest has 200 million monthly users.
- 50% of all U.S. millennials use Pinterest.
- 68% of U.S. women between 25 & 54 years old use Pinterest.
- 40% of new Pinterest users are male.
- 66% of Pinterest users report that they have discovered a new brand or product on Pinterest.
- 93 % of Pinterest users plan purchases on the network.
- 50% of Pinterest users have been influenced to make a purchase after being exposed to Promoted Pins.
- 66% look at Pins they have saved while they are at an actual store.
How’s that for an important social network? On top of this, Pinterest has not been riddled with any of the scandals that Facebook has AND the network is not a pay-to-play network like Facebook. As you can see, it may be worth your time to start that business Pinterest account…but understand that it takes work to actually get conversions. But don’t worry, the following Pinterest Small Businesses Tips will make things easier for you.
10 Pinterest Small Business Tips
Always Include a Link
When you are pinning, make sure to include a link to your site. In 2017, Pinterest was the second-biggest referrer of web traffic after Facebook when it came to social media sites. It makes sense to make it easier for those on the network to click thru where they can take the desired action for your business.
So keep in mind that a pretty picture is great, but an action and a click are much better. The pretty picture is the bait to get people to click thru to your site.
Optimize Your Pin Descriptions
Be strategic when you draft your pin descriptions. Here are a few items you should always keep in mind when doing so:
- Include a call-to-action. They work. Seriously. If you don’t tell people what you want them to do, they won’t do it.
- Include the link to where you want them to click. Again, it is about making things easier for them.
- Include SEO related keywords..on every single pin. This will make it easier for those looking for your goods or services to find your pins and eventually click thru.
Pinterest pin descriptions are more important than ever before because of Pinterest’s Guided Search feature. When you search for any term on your iPhone, iPad or of Android device a descriptive guide will appear at the top allowing you to scroll through and refine your search to find the best match possible.
Work on Getting Repins
Make it your goal to build relationships with others who are in your related industry but not competitors and collaborate on repinning. This opens you up to being discovered not just by a larger audience, but by an audience that is vetted and is more likely to convert. It also makes it so your content does not disappear from the feed.
Share Your Pins to Other Networks
You created a pin on Pinterest. Don’t stop there. Share those pins to Twitter, LinkedIn. If you have taken the time to create a high-quality, well-branded image you might as well repurpose it and increase your chances of people taking an action in it. Think of these shares as a way to double your exposure, traffic, and actually see some sales.
Tell Your Story
Branding is important. Your business has a story to tell, it is the story that gets people to invest and engage in your business and eventually convert. Use Pinterest to tell this story. Showcase pictures, posts, marketing material, and all images that share the history behind your business.
Include a Pin it Button on Your Website
Wade Harman, a social media marketing and psychology expert, advises Pinterest users to create images that can actually be pinned. In other words, include a pin it button on the image in the post.
According to Vincent Ng, founder of MCNG Marketing and author of “Pinterest to Profits with Pintalysis,” when trying to gain traction on Pinterest, it’s important to try to create relationships with other influential users on different social networks as well. “It’s taking that time to make that extra commitment to leaving comments on their blogs, contacting them on Twitter, or finding them on Google Plus. It takes a lot of effort, but you will see traction over time as some of these influencers will start to repin your content.”
Think Like a Magazine Editor
I especially like Vincent’s advice to think like a magazine editor and to think of your pins as covers. “What type of images would be important to your audience? What type of headlines would grip them into clicking onto your pin? If the pin was a magazine cover, would your audience pick it up to start reading?”
As Pinterest continues to grow, gaining steam on Pinterest is more and more challenging. With the new Guided Search feature of Pinterest, SEO is now more important than ever. Be sure to include keywords anywhere text is available.
Optimize Image Size
The highlighted image above is a perfect Pinterest image. Here’s why:
Orientation: Because Pinterest works as a pin board, your images need to be formatted a certain way. Always make sure that your images are in portrait orientation (not landscape) so that you take up the most real estate possible in the feed. This also makes your images more easily readable on devices like smart phones.
Simplicity: Keep the images simple, and if you use text – keep it simple, short, and make sure it is easy to read. If people struggle to read your message, they will scroll right past your pin.
Directness: This pin tells you exactly what it is about. This makes it so that those who are vetted to want your content will click through, as opposed to those who may click on a New York image, but may not be interested in what you have to offer.
When it comes to size, we recommend the size for medium pins be around 600 x 1260 and longer pins 600 x 1560 pixels.
Let Everyone And Their Mother Know You’re on Pinterest
If you’re new to Pinterest but have been building your presence on other networks, let friends, family, and most importantly customers know you’re on Pinterest too. Let them know why they should follow you there. What’s in it for them? Make it easier for them to follow and engage you. Why not offer a 10% discount to any Pinterest followers? Or maybe offer them an invite to special events. Get creative and stand out from the competition.
Hope you enjoyed these Pinterest Small Business Tips. Make sure to post consistently and you’ll get the most out of your Pinterest efforts.
How to Manage & Grow Your Social Media Accounts
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- Schedule posts to multiple Social media accounts (including Pinterest)
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