A beginners guide to using Pinterest as a marketing tool for your business

What is Pinterest?

Pinterest is a pinboard-style photo sharing website that allows users to create and manage theme-based image collections such as events, products, styles, interests and more. Users can browse other pinboards for inspiration, ‘re-pin’ images from the web / their photo gallery to their own pinboards, and ‘like’ photos.Pinterest is a fast-growing social media platform – launched in 2010, latest figures (January 2012) show that the site has 11.7 million users (and this figure is growing every day.)

Some facts and figures

  • 104 million monthly visits have been registered
  • An average 405 minutes per month are spent on Pinterest by ‘pinners’ (this is the same as Facebook)
  • 68% of users are female
  • 21% of Pinterest users have bought an item they found on the site
  • The average spend is $80

Pinterest for Business

Pinterest allows businesses to create pages aimed at promoting their businesses online. Such pages can serve as a “virtual storefront”. Until August 2012 you had to receive an invitation to join Pinterest- either from the company itself or from a current ‘pinner.’ Today anyone can create a profile by following the steps at http://business.pinterest.com

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. http://www.washingtonpost.com/business/technology/pinterest-vs-facebook-whose-users-spend-more/2012/05/09/gIQATXkoCU_story.html

Developing a strategy

Like all social media marketing activity it is important to develop a strategy for your Pinterest boards. Here are some areas to take into consideration:

  • Connect with clients
  • Use Pinterest as branding tool
  • Another opportunity for publicity
  • Educate customers
  • Great for launching new products
  • Perfect for providing tips and advice – how to…
  • Support others in your field
  • Create community engagement
  • Drive more traffic to your website
  • Increase sales!!

Your Pin Profile

Once you have signed up you will be ready to create your profile. Remember to include:

  • Your company name
  • Your logo / photo
  • A concise but accurate description of your business
  • Your website address
  • Your location
  • Connect with Facebook and Twitter

Your Boards

Experts say that 9-10 boards are best – of course if you don’t have enough ‘categories’ for this then have as many boards as appropriate. For example an architect may have boards for:

  • Domestic
  • Commercial
  • Extensions
  • New builds
  • Flats
  • Luxury dwellings
  • Our team

Each of your boards can be named and you can add description. Think about your keywords when naming boards (Pinterest works in the same way as search engines.) Don’t choose obscure labels….go for the obvious!

Building your ‘Pin’ community

Much like Facebook and Twitter you must work at building your ‘community’.

  • Take time to search and browse Pinterest
  • Follow people you find interesting and relevant
  • Some will automatically follow you back
  • Re-pin where relevant
  • Tell your clients, colleagues, friends and family you are Pinning!
  • Invite them to join too!
  • Connect with influencers and journalists within your field
    • Leave comments on their pins
    • Re-pin where relevant and mention them
  • Involving your customers is so important
    • Invite them to create a board pinning their favourite products
    • Ask them to vote on projects

What to Pin

Pinterest is all about images and videos so you may need to consider this a bit more when updating your website or writing your blog.  Create pin-worthy images and videos.  You can Pin your newsletters!

Evaluation

As we always say, there’s no point investing time in social media if you have no clue how it’s performing for you. Use Google Analytics to track web visits from Pinterest.

When to Pin

  • Just like Facebook and Twitter you will need to invest time in updating your boards regularly – once or twice a week at least.
  • But not all at once!!
  • Stats show that Saturday mornings and Thursday early evenings are the optimum time to pin

Get Pinning with One to Three Marketing Solutions – A beginners guide to using Pinterest as a marketing tool for your business was written by Claire Fryer of One to Three Marketing.

Thank you ladies for the guest blog.

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About nicolepinpointmarketing

Nicole is a mum to two, wife to one and friend to many. I am also the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint can act as a consultant or we can hold your hand to manage your marketing or we can do it all for you! Your marketing, your budget, your way. Marketing, organisation, helping and caring are my strong points and passions!
This entry was posted in Advice for the small business, Online marketing and tagged , , . Bookmark the permalink.

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