10 Tips For Optimizing Pinterest For Business

In the last year or two, Pinterest has grown to become one of the most popular social networking sites on the web. This was true among general users – the site gained tens of millions of users in 2012, becoming one of the most used social media channels in the process – but it was also true for business. In a few short months, companies of all sizes realized that Pinterest was a perfect vehicle for everything from a viral marketing campaign to a brand-engagement initiative.

photo credit: mkhmarketing via photopin cc

However, because the site is still young and unknown by many companies, it has been difficult for some brands to find the right approach or strategy to begin. Thanks to its intuitive interface and straightforward objectives, it is not hard for businesses to harness the power of Pinterest and use it to help them spread the word – and picture – about their brand and tap into one of the fastest growing communities of engaged consumers.

Below are 10 tips to help you optimize your Pinterest strategy.

1. Pinterest & YouTube

The never-ending search for fresh organic content that drives traffic and promotes brand awareness has led many small businesses to diversify the breadth of their content. One of the best marketing strategies for small business when attempting to diversify content is to use a variety of different media, including videos. Adding YouTube videos to your Pinterest page is a great way of creating a multi-channel approach to social media marketing and driving up views and overall traffic.

2. Get verified

By having your Pinterest page verified, you’ll be able to create a linked/clickable website URL in the header of your page. In addition, verified account receive a red check mark next to the URL link.

3. Pin Others Content

Like any social platform, the sharing and curation of content within a community is important.  Search for images posted by others with content that relates to your products and services and share it on your boards.

4. Create an Editorial Calendar

Establishing a strict schedule for your Pinterest postings can ensure that you are regularly reaching new customers and engaging your faithful followers. Instead of updating your Pinterest page haphazardly, an editorial calendar allows you to set aside a specific amount of time every day – or few days – so that you can keep your customers used to regular content and frequent updates.

With this goal of a less strictly promotional approach in mind, it may be helpful to think of your Pinterest pages as a personal extension of your brand, instead of simply a marketing arm. Use the site to express your – and your staff members’ – personality, and make it a point to solicit and respond to your customers’ comments and questions.

5. Socialize

Pinterest is a social network not a billboard. Take time to like, comment and re-pin others pins. Becoming an active part of the community will go a long way in ensuring your success. The secret here (which really isn’t a secret at all) is to give more than you get.

6. Optimize Your Profile For SEO

Many businesses miss this one. Pinterest content is indexed by Google providing a good opportunity to extend your reach and visibility on the search engine. Use keywords and phrases in the “About” section of your Pinterest profile that relate to your company’s’ products and services.

7. Optimize your Boards Title and Description Fields

Take SEO one step further by using the description field for each board adding details that  include keywords, keyword phrases and #hashtags that relate to your business, industry, products and services.

8. Extend Interest with the 80/20 Rule

Although your aims for Pinterest are certainly rooted in promotion, this should not be your only motivation for establishing a presence on the site.

If you’ve been involved in social media marketing for any length of time at all, you’ve probably heard of 80/20 rule and how it applies to social content. The rule is simple – generally you should (as a brand, business, organization, or professional) focus no more than 20% of your social content talking about yourself, and 80% talking about other items/topics related to customer interests within the context of your niche, industry, etc. or that humanize your brand in some way.

One great way to increase followers is to create boards that will appeal to your audience on a personal level. Pin items that target your demographic but aren’t specifically industry related (example – our staffs favorite recipes, sports, travel destinations, etc). This provides an opportunity to attract new followers that may not otherwise find you.

9. Create A  Good First Impression

The saying, “you never get a second chance to make a first impression” could never be truer than it is on the web and in particular on Pinterest. Be strategic in arranging your Boards. Arrange them in a way that the most visually appealing and compelling boards are in the first two rows. Also, select the most impactful image of each board to be the default image. Don’t allow “randomness” to rule your boards.

10. Convert Your Page to A Business Page (if you haven’t already)

Late last year Pinterest launched separate pages for business and according to the new TOS (terms of service) any account using Pinterest for commercial use and not personal, must convert to a business account. Its a simple and straightforward process. Simply log into your current account and go to business.pinterest.com – hit the “convert your existing account button” and you’re done.

Do you have additional tips for optimizing and extending you business on Pinterest? Share them in the comments below.

Martin Jones
Martin Jones is Social Media Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution across each of the company’s social media platforms. Today, over 500k fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, LinkedIn, You Tube and Google+. His career has been characterized by his ability to work with groups, individuals and businesses to uncover, optimize and implement digital marketing strategies and tactics that propel them past their competition. Thoughts expressed here are his own.
Martin Jones

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