What is Pinterest and how do I use it for my business? If this is not a question you are asking yourself, you should be! This blog will give you more information about what Pinterest really is and how it works for companies who want to market their products and/or services on the platform.
In my blog Here’s why you should hire a Pinterest VA! I explained Pinterest briefly. In this blog we will be diving deeper into it and especially look at what is important when setting up a Pinterest strategy.
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As I explained in my previous blog Pinterest is a visual search engine (NOT a social media platform!) which was set up in 2010 as a tool to help people collect things online that they were passionate about – craft ideas, recipes, activities etc. This very quickly changed into people starting to use the platform to answer everyday questions. Things like ‘what shall I cook tonight for dinner’, ‘what is the best place to go on holiday in Europe’ and ‘what is the best small car on the market’.
In the last couple of years, more and more people have been using Pinterest to search for products and services they want or need. As a consequence Pinterest has proven to be a very powerful marketing tool for businesses to promote their products and services. And the best thing about it is that it is absolutely FREE!
As of the third quarter of 2019 the platform had over 322 million users worldwide – these user are spending more money via the platform than ALL other social media platforms combined. However, as a marketing tool Pinterest is still overlooked by businesses. Most accounts are still private accounts, companies are only slowly honing in on the idea that Pinterest is a powerful marketing tool.
Marketing your business on Pinterest has strong advantages over social media platforms:
- Pinners go onto Pinterest to discover new things – so this could be your product or service!
- Pinterest takes pinners from the platform to your website.
- The shelf-life of pins is much longer than posts on social media platforms.
- Pinterest works for small businesses and big businesses.
How does it work for my business
So now we know what Pinterest is, let’s have a look at how it works for your business. As a company on Pinterest you need to set up a business account. Business accounts are linked to a company’s website and give you an analytics option so you can see how your different pins are performing on the platform.
With regards to strategy on Pinterest, two things need to be mentioned: there is no ‘one fits all solution’ and it is not a quick fix. It is important to keep this in mind!
With regards to the first statement: each company is different, each account on Pinterest is different. Every account has its own culture, its own keywords and growths in its own way. It is very important NOT to compare your account to others.
Pinterest is also a slow burn, it takes time to increase traffic. You will usually start to see link clicks rise between 6 and 12 months, so it takes patience as well as dedication.
Re-pins vs. own content
Pinterest is all about finding out what works for your company. Pinterest likes consistency so for marketing on the platform to work you need to pin regularly – this means pinning your own content mixed with other people’s content (re-pin) on a consistent basis. When you are just starting out you might not have a lot of your own content yet, this is the time where you will be concentrating on re-pinning other people’s content. However over time your own content will increase, and the quicker you can get this going the better it is as Pinterest likes to see fresh content.
How much you need to pin depends from company to company, just try and be consistent. There are companies who pin 5 pins a day, including their own content, and businesses who pin 30-40 pins a day! It is a case of trial and error. Try an approach for a couple of weeks and watch what happens to your statistics. If your clicks are not going up, either increase or decrease your pinning.
Obviously if you are pinning vast amounts each day/week, it takes time to schedule this. In this case it is easiest to use a tool. If you are not sure which scheduling tool to use, read this article by Lifewire. It gives advantages and disadvantages about 5 different scheduling tools you can use. Very helpful!
Audience & Trends
The other important thing is to listen to what your audience wants, this is where the secret of content marketing lies. If you give your audience what they are looking for they will click on your pins. If your clicks are not increasing with the content you are adding to Pinterest, you are doing something wrong.
Trends on Pinterest are very important. At the end of 2019, Pinterest released the Top 100 Trends for 2020. These trends should be part of your marketing strategy in order to optimise your link clicks. If you want to know more about how to do this, please read my blog post about the Top 100 for 2020.
After reading above you will see that Pinterest takes time and dedication, something not all entrepreneurs have, hence they hire a Pinterest Marketing Strategist. However, Pinterest does work as there are many success stories out there. Pinterest has some on their website of different companies around the world. Have a read, it is very interesting!
I hope I have managed to show you the benefits of Pinterest for businesses but if you have any questions (or comments) please drop them in the comment box!