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So, a while ago I registered and logged into a Pinterest webinar run by entrepreneurs and Pinterest-queen, Melanie Duncan.
I’m a big fan of both Pinterest and webinars, and so would like to share some of Melanie’s tips for businesses using Pinterest, and a couple of my own, with you.
Before we start though, do not just jump into Pinterest because its new, shiny and everyone else is doing it.
Take some time to consider whether it suits your business or brand, and your digital or social media marketing strategy.
Your (positive) answers to the following questions should help you decide:
- Will it assist in achieving any of your aims and objectives?
- Are your target audience/s using it?
- Do you have the time to maintain it?
A couple of ways to check whether Pinterest is suitable for your audience are:
Are people already pinning from your website?
To discover this, type the following URL into your browser address bar, replacing the sample.com URL at the end with your website URL: www.pinterest.com/source/sample.com
e.g. for my website this would be: www.pinterest.com/source/scoutdigitalmarketing.com.au
This will show you whether images from your website have already been pinned. If so, it’s a good clue that your content is pinnable, and your target audience/s are using Pinterest.
Check what people are pinning and trending pins
Spend some time browsing Pinterest, including the different categories. And see whether your content would fit in. Obviously, you don’t want to blend in too much, but there’s no point investing time (if you don’t have it to spare) in a channel where the content and audience just aren’t interested in what you have on offer.
A few facts about Pinterest
In her webinar, Melanie shares some pretty interesting facts about Pinterest:
- 80% of pins are repins. Meaning good Pinterest content has the ability to go viral.
- Pinterest is now driving more traffic to websites than YouTube, Google+ & LinkedIn combined. It’s the 4th largest traffic driver worldwide.
- 80% of the top 15 Pinterest categories are connected to ecommerce.
- The average order value when a user follows through from a purchase from Pinterest is $179.36. Twitter is $68.78 and Facebook $80.22
- Pinterest generates more revenue per click than Facebook or Twitter.
Pretty interesting, huh?
1. Create a Pinterest account for your business
Research shows that people like brands better and are more likely to buy after viewing their Pinterest pages.
So sign up for Pinterest and create a business page, or you can convert your existing personal profile to a business account.
You can also add your personal account as a contributor to your business account and/or boards, so you can pin to either. This approach is great for businesses with multiple contributors, just make sure everyone is on the same page about what is suitable to pin.
You can read more about Pinterest business pages here: business.pinterest.com
When selecting your business type, just pick whatever makes sense and move on. It’s more important to pay attention to the content in your “About” area. It’s easier to get your Pinterest account ranked on Google than website, based on root domain (as Pinterest is a big weighty site), so use valuable keywords in About area.
Also use your keywords in your board titles rather than cute or funny names, as Pinterest can also support your search engine optimisation strategy.
You should also follow the prompts to verify your website on Pinterest.
2. Integrate Pinterest with your website and other digital channels
As well as your own pinning, you need to get other people pinning your content.
So, add a link from website to your Pinterest account (business account).
Also, add the “Pin It” button to your site. If you use a CMS like WordPress for your website, there are a lot of plugins that feature this, otherwise research and find one that suits your site. Include the button beneath photos, products etc.
When creating photos for your website, e.g. your blog, consider including text on your images so that they make more sense when pinned. A site that does this really well (especially with video content) is SavvySexySocial.
You can also integrate your Pinterest account with other channels, for example, use the Woobox Pinterest app to add a custom tab with your Pinterest account on your Facebook Page.
3. Create pinteresting content
Now that you’re all set up, you’re ready to start pinning!
While Pinterest is great for collating content from other sources, as a business, your focus should probably be on creating and pinning your own original content (again, this depends on your overall strategy).
So think about pinning things like:
- Product images (with pricing details, links to buy etc)
- Examples of your work (with text/details as suitable)
- Stills from YouTube videos (with links to the video)
- Images from blog posts that link to your site (with text/details as suitable)
These are Melanie’s top 5 ideas for powerful pins, based on her research of what attracts maximum engagement and repins, and can assist to build value of your brand, products and services:
- Pins with Text e.g. to blog posts or videos
- Videos from YouTube or Vimeo (you can use the Pin It bookmarklet to pin directly from video pages. Not many people are pinning videos at the moment, so they get more attention and exposure)
Some more Pinterest tips…
Watermark your pins
For all of your own images that you upload as pins, I recommend adding a watermark of your logo and/or your website URL. This will help retain a connection to your website and brand no matter where it goes.
Accompany your pins with text
When pinning – whether it is your own, or other’s content – do write something, don’t just fill the space with a period or generic word.
This is valuable space wehre you can include a call to action, such as “Click here to learn more”, “Repin this” etc and use your keywords, as people searching for content on Pinterest have a better chance of coming across it.
Apparently, pins with calls to action receive 80% more overall engagement (comments, clicks, repins etc).
If it is a product, include the price. According to Melanie, pins with prices get 36% more “likes”.
You may also be able to include it in the Gifts category.
4. Pinterest competitions
And finally, if you’re interested in running a Pinterest competition, keep it simple, with as few steps as possible.
Experience shows that if there are more than 3 steps, there is a dramatic drop off in participants.
So! That’s my little summary of Melanie Duncan’s Pinterest webinar.
I’ve also posted an album with some images from it on my Facebook Page here.
Let me know if and how you’re using Pinterest for your business in the comments!
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