Pinterest is the 4th largest “social network” in the world. For fie years, it has been an addicting virtual pin board & organization system for millions of people to save what they want. And even though Pinterest’s CEO Ben Silbermann has gone on record saying that his company should not be considered a social network, it still serves as a large, clean, and friendly social discovery tool where users can pin beautiful things to categorized boards for easy retrieval, which will benefit their friends and followers if they see something they like pop up on their feeds.
When it comes to user base, Pinterest may trail behind Facebook, Instagram, and Twitter. But it makes up for it by being a HUGE driver of e-commerce. Surely, you’d want to take advantage of this and have a presence on Pinterest right? What are the steps your brand can take to fully utilize Pinterest and get the sales you deserve?
Is my target audience on Pinterest? Demographic-wise, Pinterest is heavily female-oriented and many of its users are across all of the generation cohorts. What makes Pinterest unique is in its audience’s interests as the categories that enjoy the most activity and pins include:
- DIY projects
Does my brand involve many visually appealing moments and do these moments spark creativity?
If you answered no to either of these questions, then your brand doesn’t need to have a Pinterest profile.
Completely fill out profile – Connect your Pinterest account to your Facebook and Twitter and work with your Webmaster to link it to your site. Another option you can consider is creating a unique coupon code for your profile if you’re in a commerce driven field.
Pin and pin often! – This cannot be stressed enough as Pinterest’s news feed gets crowded very easily, so don’t get lost in the crowd by not pinning! This step goes back to Marketing 101: Establish your presence in the marketplace using frequency. Pinning often will keep your brand top of mind with your followers.
Spread the word through existing networks – Let your existing social media and newsletter audience know about your new Pinterest page. Also make sure that your site has an icon linking back to your page. And every so often, post your pin to your Twitter and Facebook page with alluring captions to entice those followers to join your Pinterest community.
Join group boards – Pingroupie.com is a great directory of Pinterest group boards. Find relevant group boards with high amounts of followers that allow outside contributors to join. When you have successfully joined the group, make sure you adhere to their guidelines and pin items regularly to the board to gauge interest outside of your existing following.
Create group boards – This step is a great way to really cultivate a community and make your audience feel valued. These boards could be anything like outfit ideas, recipes, DIY projects, etc.
Use hashtags wisely – Pinterest may be visually focused but it’s not Instagram, so do not insert an excessive amount of hashtags in every pin. Keep your captions streamlined and only use hashtags relevant to your brand in addition to being specific searchable so the right people find your content (e.g. #weddingfavors vs. #DIYweddingfavors.) Your pins will look cluttered thus putting off your audience.
There you have it: 7 simple ways you can lay the groundwork for building a successful Pinterest page. Happy pinning!
Andrea Misir is a Staff Writer and Social Media Strategist at Venerate Media Group. When she’s not busy writing about the wonders of social media and marketing and making social media and marketing wonders happen for her clients, she enjoys yoga, going to the gym, and sipping on an occasional Old Fashioned Mad Men style. She is based in NYC and has worked with a variety of big and small brands, including Sprint, J&J, Showtime, and more