Pinterest may seem a little bit daunting and downright cray cray to use for business, but we promise, it is completely worth it. In fact, Wire reported that “a Pinterest user is 72 percent more likely to have found an item to buy on the site than a Facebook user.” Many businesses are turned off from using the site because they aren’t sure what to pin or how to appropriately mix what they sell with the casual stuff that people like to browse on the site. Grab yourself a metaphorical stick of marketing dynamite and let me teach you how to blow your business Pinterest UP.
1. Start With 5 Boards (AKA Sticks of Dynamite)
Five seems to be the lucky number if you’re creating a business page. Make a board or two feature items that you may sell or links to the website, but don’t make it look like a wasteful 100-page Christmas catalog no one asked for.
Your other boards should be dedicated to “fun times.” They don’t necessarily have to be related to the products you sell, but they can share a wee connection. For example, if you have a limousine company, you can have a board that features fancy restaurant foods in your area. Fun times, I say!
2. Go Easy on the Sales Pitching (Or Gasoline)
Yes, you are representing a business, but since Pinterest is being used so recreationally, you shouldn’t give everyone the “used car salesman” impression. Keep your business bio amusing and interact with other Pinterest users frequently by “liking” and repinning their stuff. Follow your heart with this one; if you like soufflé recipes, then “Like” away!
In this kick-butt article from Katie Burke at Hubspot, she says, “Being relevant on Pinterest means understanding what your customer is looking for, what he or she is most interested in buying or pinning, and what related industries or topics the pinner might be seeking out.”
Related Resources from B2C
» Free Webcast: Blogging in the Age of Modern Marketers
3. Use Hashtags, Descriptions, and Links (Your Matches)
Since users can search for terms with or without hashtags, you should use as much description as possible when pinning an image. And don’t forget those links! If you have enough room, you can incorporate a direct link in the description so that users don’t have to even enlarge the image and click on it to be take to your site.
A repin from someone is a little victory, considering that 1 in 5 Pinterest users are buying items that they have pinned.
Hashtags can also be used, but don’t let that take over your entire description. Maybe just a few tasteful ones at the end of the description, so users looking for things like “#travel” or “#beauty” can find it.
4. Verify Your Business Page (AKA The Cool Sunglasses)
Using Pinterest for businesses is a relatively new phenomenon, considering that the site has only started offering the option to create a “business” Pinterest page this year. If you have an existing page, you have the option of converting it and verifying your page to link up to your website. You should use this! It will make it easier for people to find you, and they can trust that you aren’t some weird imitator.
Without turning this article into a big how-to, I’ve included this handy link to a page that gives you detailed instructions on how to verify your Pinterest.
5. Don’t Underestimate Pinterest!
If your business has a Pinterest page, then you’re already a winner. A weak, shameful 7% of businesses surveyed said they were using the site. And even worse, a frightening 44% of marketing and advertising execs said that they had no interest in using it for business.
Considering the massive demographic of active shoppers using the site, you should basically give yourself an aggressive slap to the face if you aren’t using it for your business. A slap to the face, I say!
Now The Car is Ready to Explode!
You’ve set up your boards, you’re using great descriptions for your pins, and you’re “liking” and repinning like a madman. All that’s left is for pinners to find you and fall wildly in love with your brand. Considering that more people follow brands on Pinterest than Facebook, your thoughtful, active, and “fun times” Pinterest will be on fire and flying off an overpass in no time at all!