Pinterest For Business

Saturday, May 10th, 2014

PrintThere’s a lot of fuss being made over the main social media networks as marketing tools, but one that has gained popularity over recent years is often overlooked as an option for businesses. The reason for this is that its focus is slightly different from other social websites, and less about creating a personal profile that can be easily targeted and accessed by advertisers. Instead, Pinterest needs to be looked at from the opposite direction – it’s a platform on which to develop and expand your product, and have it reach a highly relevant audience.

Pinterest is all about products being presented as hobbies and interests. Users can create pins that contain images and links, and these are shared from board to board and seen by everyone who follows that board. The better you can hide the fact that you are a brand, the better your posts will be received. The aim is to provide something of actual use to the community that people will naturally like and want to share.

Pinterest covers a huge range of areas, including craft, design, technology, internet, health and fitness and more. So no matter your business, you’ll be sure to find a niche for your products. However, it’s important to think of this as a group of people who know the niche well, so you need to put in more effort to be able to engage with this audience.

One thing to remember is that Pinterest is a hugely graphical interface. It’s literally made up of tiled images, with small descriptions and links underneath. This means that if you want to really stand out, high quality images are essential. It also means that it particularly suits businesses with a graphical or photographic focus, such as design firms or those with an array of products.

Some useful tips for making the most of Pinterest include:

  • Be a “real person”. There are actually specific rules about not using Pinterest for self-promotion, so you can’t just create a “company page” like you would on Google+ or Facebook. Instead create an organic page in which you actually interact with people and re-pin a variety of different pins,
  • Make all your content Pinnable. Especially if you run a blog or have content regularly posted to your site, ensuring this can easily be shared with an eye-catching image (as this will show up on people’s boards) is an essential step.
  • Build connections and community. You can comment on other people’s pins to get your name out there and hopefully get them to return the favour – but be careful of not being a nuisance. Only comment if you have something useful to contribute.

Some examples of great Pinterest boards run by brands:

  • Sephora blends their products into great looking content effortlessly.
  • GE Money shows the value of taking time to create beautiful graphics just for the purpose of sharing.
  • On the other hand, the Wall Street Journal simply posts the graphics they already have to good effect.

Pinterest has a lot of potential for businesses, but it has to be approached in just the right way. Look at it like building reputation slowly so that people trust your product recommendations when they appear.

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Katie is a lover of words and art, born and raised in Christchurch. With a BA in English and Japanese, she’s happiest tapping away at her keyboard writing copy or articles, or else working on the latest illustration. To balance the creative side, Katie is also very motivated and a bit of a perfectionist, which helps with her SEO duties. Although her hobbies could probably be described as art, art and more art, she also enjoys long walks, good friends and travel.

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