We hear that Pinterest is a really only used by younger females – so let me introduce you to Dan Ashbach, who is a retired airline pilot, just to provide a different perspective. You might have read my article about how many boards should we have on Pinterest where I comment that Dan has just 38 boards (I wonder if that is a coincidence that he has been married for 38 years) that versus many accounts I see with well over 100 Pinterest boards.
Dan recently participated in a Google Plus Hangout with PinLeague and this is a recap of some of his ideas and perspectives about Pinterest as a super user with over 1.5 million followers. Yes I know you usually expect me to share tips about content marketing and social media for business, but I think you will find the ideas Dan shares provides an interesting insight into what a Pinterest super user thinks.
Dan started to see his Pinterest boards grow at a fast rate in 2012, building from a few thousand followers to over a million followers.
He commented that he initially started sharing his own photography which he cross posted from Flickr, but he soon realised his photographs were not repinned, commented on or liked, so he started to share other peoples content.
Dan stated that he avidly tracked the performance of his pins making a spread sheet to monitor which pins were getting the biggest response – of course we can now avail of Pinterest analytics if we have a business account directly from Pinterest and there are other independent Pinterest tools available such as the hosts of the Pinterest Google Plus Hangout PinLeague.
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Dan’s biggest board in terms of numbers of followers is his gardening board (examples of the content are in the image on this page) which currently has over 1.46 million followers. Dan carefully manages his account and regularly ‘prunes’ his pins. He explained that he if his content does not get around 150 – 200 re-pins in the first 24 hours he will analyse if that is because his content did not hit the Pinterest feed at the right time. In some cases he re-pins his own content to give the pin another chance of being seen by his followers. However if his content is not responded to well, he will delete a pin.
He also made reference to the fact that he attracts about 1000 – 1500 new followers a day.
His success on Pinterest has attracted attention from some brands who have approached him to try new products and services – consider it ‘Pinterest Outreach’ just as you would refer to Blogger Outreach’ and influence marketing programmes.
Dan summarised his view of Pinterest as being like a magazine and had a healthy warning for brands as he does not want the site to be turned into a catalogue with just product shots. I am noticing some brands treating Instagram in the same way where all they post are products for sale, rather than being imaginative with their visual content marketing.
When asked how to grow your following on Pinterest, Dan commented – “Be objective, we all have our favourite things. If you want to be unique you need to have a niche”. He commented that we need to share content that is different and not what many people share.
Three Tips For Pinterest Business Accounts From A Super User
Dan is retired and therefore his personal use of Pinterest is not going to reflect how you would use the platform for your business, but here are three points worth considering that can apply if you are looking for advice on how to use Pinterest for business:
1. Do not just pin content that you think people will like – analyse what content is doing well and be prepared to ‘prune’ your boards and pin great images
2. Review the times that you post your pins – examine if your content reaching your followers when they are online, just as you plan your content on Facebook and Twitter to ensure you attract the maximum reach
3. Remember that people on Pinterest are not looking for a replication of your website or a catalogue of your products – develop a content plan for Pinterest but stay true to your brand and ensure that the Pinterest boards you create reflect what your business stands for. Some of the most progressive businesses on Pinterest seeing results from investing in the platform have a content policy where they also curate other peoples content.
Additional Resources To Help You With Your Pinterest Marketing
Access my the slides and notes from my recent webinar about how to get started using Pinterest for business plus access to additional resources.
Follow my Pinterest for business marketing tips board that I curate on Pinterest.
Check out my curated board of organisations on Pinterest to inspire you in how your business could use Pinterest in your content marketing plan or contact me about the content marketing training programmes I deliver – most of my open workshops include best practice guidance for using Pinterest.
Discover how to create eye catching content for your Pinterest boards in this training programme.
What have you found is working for you when looking to use Pinterest for your business?