Are you currently using Pinterest for business?

If not, it might be time to put some thoughts towards the idea especially now that the company has gone public under the very apropos ticker “PINS” 

Pinterest offers businesses a fairly unique proposition. Like other social media networks, it’s a place to connect with friends and influencers. But as a visual search engine, it’s also a lot more than that. 

Pinners come to the platform for inspiration or “Pinspiration.” They’re planning their weddings, dream vacations, and holiday dinners. And because of that, they’re not only receptive to brand content they find it helpful. 

 

Why use Pinterest for business? 

These are some of the top reasons Pinterest marketing may be right for your company. 

  • Pinterest is the fourth most popular social media platform in the United States. 
  • Pinterest has a strong global footprint, too. 
  • Visual search is on the rise. 
  • Pinterest is popular with women especially moms. 
  • People use Pinterest to shop. 
  • Pins boost brand exposure. 
  • Pinterest inspires people.

Using Pinterest for business: 8 tips and tactics 

Create captivating content:

 

Visuals speak volumes on Pinterest. In fact, in a Pinterest study, 85% of pinners place more importance on visuals than text. But that doesn’t mean you should slack on your copy. Your pins should be designed to deliver on all fronts. 

 

Pin consistently:

 

Pinterest recommends to pin something once per day. This is more effective than creating a board and filling it up at once. Pinning regularly ensures your content will reach a wider audience. 

You can schedule Pins on Pinterest or Hootsuite to ensure your account remains consistent. Take advantage of Audience Insights to determine when your content gets the most engagement. It’s always best to post when the bulk of your audience is online.

 

Plan ahead for seasonal content:

 

Pinners like to plan ahead. Way ahead. That means brands have to be even better planners. Pinterest recommends sharing seasonal content 30-45 days in advance.

  • Seasons and holidays are big opportunities for brands. More than 56 Million searches were made in 2018 for Valentine’s Day, 227 million for Halloween, and 321 million for December holidays. 

Use boards to connect with Pinners:

 

Give Pinners a reason to follow your Pinterest Board. Create a series of tutorials or DIYs. Or curate a board filled with customers using your products. 

On its Pinterest profile, cosmetic brand Glossier has separate boards for lip, brow, and other makeup ideas. There’s also a board filled with more than 150 makeup ideas. But it’s most popular board by far is a group board called BEAUTY CHAT.

Optimize for Pinterest SEO:

 

Pinterest is a visual search engine after all. 

Just like any search engine, keywords are the basis for content discovery on Pinterest. This is why it’s important to use them in your company, board, and pin names and descriptions. Hashtags are also useful, especially since Pinners can follow the ones, they’re interested in. 

 Create a content strategy that delivers:

 

 Almost all Pinterest searches are non-branded. Some 97%, In fact That means there’s lots of opportunity for brands to get discovered—especially when strong content and SEO strategies are in place. 

Target the right Pinners with ads:

 

Another effective way to follow through on Pinterest is with ads. Pinterest allows advertisers to target ads around keywords, interests, location, age, and other demographics. 

Meanwhile, audience targeting lets advertisers reach the following groups: 

  • A customer lists, such as newsletter subscribers 
  • People who have visited your website 
  • People who have engaged with your Pins 
  • People who have engaged with similar content 

Make it easy for Pinners to shop:

 

Pinners, as we know, like to shop. So, make it easy for them. 

 One way to do this is with shop the look pins. These pins streamline the online retail process by allowing people to click on the specific home decor or fashion item that interests them. Links take them directly to the product page so that they can buy something immediately if they wish.