One of the biggest challenges that business owners and marketers have in the early stages of operating their Pinterest accounts is trying to figure out which types of boards to create.
As a business owner or a blogger attracting as many followers as possible to your business is one of the main goals of Pinterest. You know the saying “Rome wasn’t built in a day”… well that holds true for your Pinterest business account as well. As I’ve said time and time again you need to start with a solid foundation. You do this by making sure…
1) Your account is set up right…that username is so crucial to getting found on Pinterest! (Almost everybody blows this because they are in a mad dash to post images)
2) You have a plan of execution
3) The account is fully optimized
To begin, I recommend that you create a few boards that cover a broad range of interests to increase your chances of being followed. These board to not have to be directly related to what you sell. This is counter intuitive for most people but this is how Pinterest works.
It’s like meeting someone for the first time and connecting because you have similar interests. As you begin chatting with you’ll discover more about that person and voila you’ve just sparked a friendship! That’s how it is on Pinterest. Pinterest helps people discover things they want to plan, buy and do.
Many businesses that sell on line first post all their product images and then they are stumped….what else should they post. For service businesses many give up on Pinterest because they just don’t see how repinning (sharing others images) others content will benefit their business. Most service businesses at most only have their blog posts to share and after that they’re stuck not really knowing what to do next.
One of the golden rules in social media especially as it relates to content is to make sure we create and share content our target audience is craving for.
Look at it this way. Imagine you sell make up. You have posted your entire pretty make up picture collection, now what? Well think about it…what problems do typical make up buying customers want and need to solve in their lives?
They want to:
- look young
- they want to learn how to put make up on
- take it off
- take care of their skin
- hydrate in dry seasons or climates
- protect themselves from the sun
- deal with blotchy skin tone
If you sold make up your customers would be interested in good information about any of those subjects. True or false?
That is the what I mean about posting helpful information your target audience might like that has nothing directly to do with you sell product.
The more people identify you as a helpful, knowledgeable authority on skin care, beauty and make up the more followers you get, the more they refer you to friends and voila over time the more of your target audience comes to your website and the more sales you make.
Think about Pinterest as a tool to help you increase sales indirectly rather than directly.
Also think about information that will inspire them or make their lives easier, faster and better. Pinterest is built on that premise. That’s why my motto has always been “Pin with a caring heart”.
Unfortunately I also see business after business on Pinterest creating boards solely focused on their products and services. And they have no boards; I mean not even one board – nada – that appeals to a wider audience. This is a major mistake to be avoided at all costs, read on to see why.
Pinterest is not just a digital platform so you can just show stuff & try to sell stuff.
Listen up…Pinterest is about much more than that. Think HELPFULNESS.
It’s about creating theme boards on topics related to your target audience’s:
It is about providing them with content around those items in a helpful, social way. Hello it is called social media not sales media.
I tell people all the time to dig deep and figure out what their audience will love so much that they will feel compelled to share your content. People love to share great content.
And if you’re audience is predominantly women you need to be on Pinterest. It’s a no brainer. Women love to share amazing finds. If you ever compliment a woman’s outfit you’ll most likely hear her say“…and I got it at 50% off!” Women brag about getting deals and share great ideas and solutions.
Creating content is certainly not one size fits. You’ve all heard that saying “content is king” but what does really mean? To me it’s creating the right content focused on helping your specific target audience at the right time.
But guess what?
Regardless of what your business is there are interests that women absolutely engage in the most.
People will follow you if they share similar interests. This is why you benefit by creating boards that are aligned to the most popular categories on Pinterest… and forget about pushing your products for a moment.
If millions of women are looking for ideas on; relationships, or parenting, cooking or home décor, if that is where Pinterest says the majority of women on Pinterest are going wouldn’t you want to be there trying to capture your share of that traffic? That is what I am talking about.
Check out this powerful research…
According to a new study by researchers at the University of Minnesota and Georgia Tech the most popular categories on Pinterest.
In the same study women focus on fewer categories; their top five account for over 56 percent of all their activity. Men spread out their pins; their top five categories account for fewer than 40 percent. Food and drink was the number one overall category and the top category for both men and women. So even if you sell make up or golf clubs of bras don’t you think you ought to have a few boards on food and drink to get those eyeballs on your Pinterest page where they can also see your product boards.
Use the most popular categories as bait to attract more eyeballs, once on your page they can’t help but see what you sell. Some percent will be your target audience and that is how you get more followers and traffic.
Let’s look at more research. According to RJ metrics they revealed from a data set of 50,000 random pinners and their pins that 92% of pins (images) are made by women on Pinterest. The top three categories are consistent with the previous research above.
Here’s what they’re pinning:
- 20% Food and Drink category
- 12% DIY & Crafts
- 11% Home Decor
Let’s have a look at another study of the major product categories for social-to-sale purchases.
In summary I recommend that you create the following 15 most popular boards on Pinterest. This is your bait which will help you get more eye balls on your product boards.
This is especially important when you are just starting on Pinterest:
- Food & Drink (especially recipes!)
- DIY & Crafts (mason jars are popular!)
- Home Decor
- Women’s Fashion
- Weddings (According to a recent survey by Mashable and The Knot a whopping 70% of Pinterest users admitted to having pinned wedding-related content before they were even engaged!)
- Hair & Beauty
- Holidays & Events
- Film, Music & Books
- Health & Fitness
Creating these types of boards is like saying “hey we have the same interests as you”. It’s a starting point to engage with an audience that will hopefully turn into brand advocates once they get to know and trust you better.
In time this will yield more Pinterest followers for you.
Key business takeaway, the more followers you get in general the greater the odds a growing % of them are your target audience. This is good. This leads to more sales.
Pinterest Actionable Tip: Aim for at least 40 boards.
Do your best to create boards that are in keeping with your business.
For example if you’re a B2B company you might want to create a board called “Coffee + Tea Drinks” as your food and drink category because we all know that those are beverages that most businesses and entrepreneurs will drink to get their energy up.
For your DIY & crafts board I would suggest you create a “Holiday DIY & Crafts” board which is more generic and pin images of upcoming holidays or events. For the home decor category I would create “Home Office Decor” board because most business owners and entrepreneurs will mostly likely have a home office.
The more helpful you are the more followers you attract, which sends more traffic to your site, which in the end helps you make the more sales. Do you see the success formula?
Just think of it as indirect selling more than direct selling and that thought will keep you focused on helpfulness.
Do you have any additional tips to share? I’d love to hear from you so please comment below.
If this is overwhelming for you and you feel like you are going around and around in circles with Pinterest and not getting anywhere contact me contact me about my Pinterest management services or to learn more about my Pinterest Marketing Course for Business. You can always take chapter 1 for free.
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