How to Launch a Business on Pinterest: 10 Power Tips
First, why Pinterest is important to your business:
You may not fancy Pinterest compared to other socials but one thing I’m certain of is that it’s a marketer’s dream. Stop fretting that there are not enough men on there, after all women make up approximately 85 percent of consumer spending anyways.
In addition, Millennials comprise the fast-growing consumer segment in U.S. they also happen to be the largest audience on Pinterest. So chances are your buyers are on Pinterest.
According to TechCrunch over half of U.S. women between the ages of 18-54 have signed up for Pinterest.
Furthermore, there is strong growth amongst male users, growing 133% last year.
Over two-thirds of the content on Pinterest is from businesses; so it’s safe to say that 100 million Pinners are saving pins & links of products & services that want to buy someday. Hello… don’t you want them to see you too?
Pinterest users are planning and are always in a buying mode when they are on Pinterest. Their pins show intent and marketers can shape their future content around that. Pinterest helps businesses facilitate authentic relationships with their fans and followers. Unfortunately many businesses still don’t understand how Pinterest can help.
If your business wants more website traffic and sales then you seriously need to consider Pinterest. But here’s the catch – you are going to need a lot of images.
The challenge for many businesses…
The challenge for many businesses is that they don’t really know where to start. I often get asked “How many images do I need?”, “What kind of images works well?”
One of my jobs as a Pinterest consultant is to help my clients answer those questions and produce the content.
Businesses forget or don’t realize…
Many businesses are so focused on selling when they forget that Pinterest was built on the premise of helpfulness and discovery. Pinterest is not a social media network but more like a consumerist search engine that inspires people to architect certain lifestyles they never knew were possible.
You don’t just slap on a board and pin your products and voila you’re done. I see businesses use Pinterest solely to promote their products through Promoted Pins which are ads you buy on Pinterest.
Some Pinterest accounts are populated with only group boards because they just want to push their products. This is a sure way to fail on Pinterest and they wonder why Pinterest didn’t do anything for them. If your approach and presence on Pinterest screams “It’s all about me” then you’re really missing out on what it was designed for and what it can do for your business.
Before you reject Pinterest as a marketing platform please….think again. It has seen the fastest growth in its active user base among all social networks last year, according to this chart by BI Intelligence.
Regardless of the type of business you are in, if you can find a way to leverage Pinterest into your marketing mix you should.
How to Launch a Business on Pinterest
Here are 10 proven power tips to help you launch your business on Pinterest:
1. Plan your content
As I mentioned you’re going to need a lot of images. Focus on quality and not quantity. A single infographic can get you several hundred repins compared to several dozen boring, poor quality images.
If you’re selling products images that are in a “natural” setting receive more repins and click throughs than just products shots because it helps your audience visualize how they can incorporate your products into their everyday life.
But how about those businesses that just have one product? From my experience you’re going to need a blog and then create several images around the blog post so you can drive more traffic back to your site. I also assist businesses in creating visuals around a single product that reflect their brand. Let’s not forget that many businesses also have a lean budget for visuals. This is where I come in and give businesses different options on how to acquire visuals that will be budget friendly.
Small businesses can harness the power of UGC to elevate their brand message and connect with their most influential followers. Lifestyle images are expensive so finding cost effective ways like UGC is great. In addition, UGC shows how your fans use your products in action and they typically share it on their socials which helps foster a sense of community. However, I do caution businesses that UGC should be a high quality image.
It takes less than a minute to open a free business account. If you have a personal account you can also convert that into a business account. This is typically a good idea if you have built several hundred followers, however you’ll most likely need to clean it up so your pins speak to your targeted business audience.
Pinterest is not a social media network but rather a discovery tool. 46% of Pinners use the platform in place of a traditional search engine. Pinners find you by using Pinterest’s search engine.
According to Pinterest searches on Pinterest are up 81% from 2014. What that means to you is that you’d better make sure you are garnishing those keywords in areas such as your pin descriptions, board titles and more so your pins get found on Pinterest’s search engine. In addition, combining a call-to-action on a pin description brings an 80% increase in engagement. Pin descriptions are limited on mobile phones and desktop so place your vital information in the first 75 characters.
4. Branding basics
Make sure you keep your visuals and pin descriptions aligned with your brand. Stay consistent when using fonts, logos, colors or filters so you get noticed in a second without Pinners even reading most of your content.
Create boards starting with your products and services. Next, create helpful boards that inspire and help your target audience both in their day to day lives and their future. Pinners are trend seekers so incorporate trending holidays and seasons three months before.
Remember that what you do online speaks volumes about you as a business. Avoid empty boards:)
Don’t forget to choose your board category. Your products and/or services may fall into two different categories. For example, if you are selling weight loss beverages you can create a board under “Health & Fitness” and “Food & Drinks”. This way you are well covered and your chances of getting found are much higher.
6. Make your website Pinterest friendly
Growing your Pinterest followers in the beginning can be daunting so you want to do all you can to promote your Pinterest account. One of the ways to do that is to make sure your website has the following free tools Pinterest offers:
- “Save” button (remember that those hover save buttons don’t work on mobile devices which is why you need to install this feature)
- Follow me button
- Board widgets
- Rich Pins
7. Tell others you’re on Pinterest
As you grow your Pinterest followers organically it’s important that you let as many of your customers and friends know that you are on Pinterest. However, when doing so always give a reason why. Cross promote by linking your Pinterest account in your email signatures and social accounts whenever possible.
Most businesses will mostly likely have a Facebook presence before they launch their business on Pinterest. Add the free Pinterest app from http://www.woobox.com as shown below. When they click on the app it will take your fan to your Pinterest page.
Forrester’s Nate Elliott contends that Pinterest will one day drive more sales than Facebook or Twitter, and by 2016, its ad offerings could trump those of other social networks.
The DIY Promoted Pins is an ad that you pay for on Pinterest. It is only available to those who have a Pinterest business account in the U.S., U.K. and Canada. Don’t even consider if you think this is worth your money. The beautiful thing about promoting your pins on Pinterest is that Pinners save you ads which doesn’t happen in other social media networks. What that means to you is your content gets a much longer shelf life!
9. Track your performance
Once you have your Pinterest account verified you can access your Pinterest analytics. It has a ton of valuable information to help you create more of what’s working and abandon what is not.
10. Work with a Pinterest expert and/or learn from a Pinterest expert
If you’re not sure you’re doing it right on Pinterest then get help from an expert who knows what they’re doing. If you want to get a serious ROI then you need to get serious about Pinterest.
How to Launch a Business on Pinterest
Pinterest makes changes all the time. What worked yesterday may not work tomorrow. There are rules you need to keep up with and features you want to make sure you are using to give you the best results your account deserves. My team can do it all for you.
If this is overwhelming for you and you feel like you are going around and around with Pinterest and not getting anywhere, contact me, a Pinterest expert about my Pinterest for business account management services.
Or do it yourself….If you want to earn more, you’ve got to learn more.
To learn more about how you can be more effective on Pinterest check out my Pinterest Marketing for Business Course. Chapter one is FREE.