Pinterest is more than recipes and home décor these days – if you can name it, there is a board or pinner dedicated to it. And there are more ways than ever before for businesses to get in on the pinning action.
1. Set up a business account. Pinterest now has a way for companies to set up business accounts which can be verified and seen as a trusted source of information and pins. Those pins could be anything from tips to tutorials that lead pinners back to your site. They also have guides on everything from the ‘Pin It’ icon to best practices for accounts.
2. Add a 'Pin It' icon. The ‘Pin It’ icon, when added to your website can also help to bring your existing content onto Pinterest. Businesses can capitalize on the existing visual content on their websites by adding a Pin It icon to photos and videos, so that when visitors come to your site they can, in one click, add your content to their Pinterest boards and share it with their followers. That means they are sharing it and providing a trusted referral to their friends and your future customers.
Any pins that use your content (ones you’ve posted, promoted, or had customers pin via the ‘Pin It’ button) also serve as click-through ads to your website; when a user clicks on a pin with your content they have the option to click through once more to your site. In order to do that, and take the user off of Pinterest, you need to provide them with compelling content.
3. Promoted pins. In order to help build a presence on Pinterest businesses now have the option to purchase promoted pins. That means your content, an ad, shows up as a pin among the pins of the accounts users are following. Promoted pins were formerly an option only available to large businesses, but last summer they introduced a service called DIY Promoted Pins. That option allows “businesses of any size to connect more with Pinterest users through Pins that show up in search and category feeds in the platform. The Pins work on a cost-per-click basis.”
The most popular pins still tend to be visual ones – food, fashion, and décor, but if your business doesn’t fall in those lines it doesn’t mean you have to write off the options. Think of creative ways to display your information, provide users with tips or worksheets that would be useful to them, or find interesting visuals of your products or services in use. As a small business person you need to weigh if this channel makes sense for your business or not. Pinterest is not for every organization.
Creating a well-organized, compelling pin board could just be a new way to connect to new customers. For additional information on Pinterest for business, please contact us at BuddinghAssociates.com