It has been about 3 months since Pinterest rolled out specialized pages for business. The social media site follows a trend set by other platforms allowing companies to connect on a new level with their customers and prospects. Some might say this was a quieter role out compared with the release of business pages for Google Plus. Never-the-less, Pinterest can be utilized by a wide variety of brands because of its image intensive content model. Brands whose products and services aren’t as “sexy” as more mainstream companies can show off parts of their businesses that may not be accessible to end users.
What are Pinterest Pages for Business?
If you are just now hearing about Pinterest or maybe haven’t looked at it too closely, read on. Otherwise you can probably skip to the next section of this post. Pinterest is a social network that allows its users to share image related content. Users can create pinboards and categorize their images. You can create your own boards and follow other users’ boards, comment on images, share images, and like images (and video). Businesses can do all of the same actions as regular users.
Setting up A Business Profile on Pinterest
If your business was already on Pinterest under a personal account, you can convert to a company profile instead of setting up a new one. Setting up a new account is super easy. Enter an email, company name, company website, password, logo or profile image (optional) and a Pinterest user name (similar to Facebook usernames) and then you’re done. The site also features verification for business URL’s. The method for verification is by uploading an HTML document to your company’s website. Once verified a badge is displayed on your company’s profile. This is not as secure as Twitter’s profile verification because someone with a similar URL for a company could impersonate a brand. Before verification, you will also be prompted to follow at least five boards. For a user profile, you would simply pick things that interest you. For your business profile you may want to choose topic areas that are of interest to your customer base (for sharing later).
Using Pinterest to Your Advantage
Now that all the boring stuff is out of the way, lets explore some ways that you can use Pinterest to promote your brand.
Pinning Videos: Pinterst has a section where you can pin videos instead of just images. The platform is traditionally an image sharing model so there aren’t a ton of videos on there. Since its so simple to share a Youtube video, this is a great way to differentiate yourself from other brands.
Interaction: Part of being successful on any social network as a brand means actually participating. It also means that participation is a two way street. Comment on other’s pins, share others images and videos, and respond to people that comment on and share your content. Being an active member of the community will get you more exposure.
Come up with a content calendar: Before you even start pinning images and/or video, come up with enough content that you can spread out over the course of a few weeks or even a couple months. Post content on a regular basis whether its once a day or once every few days. This will get you more exposure than doing sporadic dumps of content onto the platform.
Follow the 80/20 rule: Just like with other social networks, no one likes a brand that is always saying “me, me, me”. As a rule, 80% (or more) of the content you post should not be self-promotional. Sometimes you can get away with a little more on Pinterest because content could still be about your business (i.e. pictures of locations, equipment, people, products, etc) however if they aren’t interesting pics, then stick to the rule.
Embedding Pinterest buttons and widgets: This is one of the more advanced ways to use Pinterest to your business’s advantage. By embedding the buttons that Pinterest provides on your website next to content that can be pinned, you increase the likelihood that your web content will be shared by others.
Success on any social media network involves first listening to see if your target market is active on a specific platform. Pinterest is no different and if you find that your business could have an impact, there are dozens of ways to make that happen. You can also learn more about Pinterest and how to leverage the site for business by grabbing a copy of the eBook, Marketing with Pinterest. Do you have a business or personal page on Pinterest that you use for marketing? What tips have you found success with?