So, you signed up for Pinterest for your business. Now what.
In just four years, social-bookmarking website Pinterest is one of the fastest growing social networks on the Internet with over 48 million users. Basically, it’s like scrapbooking, but online. It works like this:
- You create “boards,” based on hobbies, interests or other categories (i.e. recipes, fashion, books to read, etc.).
- You “pin” images and videos you find online (or repin images and videos you find from others’ boards) to your boards, and these pins link back to your online source.
- Your content, and the content of all the users you are following, appears on the homepage (you can also search all content by category or specific keyword).
- There are essentially five actions that can be taken by you: follow another user (or their individual boards), “like” a specific pin, “repin” a specific pin, comment on a pin, or pin an image or video from the web.
Now that you know what it’s all about, let’s focus on how to use Pinterest to drive the most engagement.
So how does it benefit your business?
- Being a part of this network gives your business the opportunity to increase your visibility and get your brand in front of millions of potential new customers.
- Also, Pinterest’s click-through and sales-conversion rates (remember: pins link directly back to their source, aka your website) are higher on Pinterest than any other social-networking site.
- Shoppers referred to a website via Pinterest spend about 10 percent more than shoppers referred via other sites.
- And all of those links back to your URL? They aid in link building efforts (read more about link-building and SEO here), an important factor used for search engine optimization.
And how do I optimize my page and my pins for the most Pinterest engagement?
Pinterest provides an excellent tool for showcasing your products, your services and your general expertise in a field, and if your content is engaging enough, other users will like it, share it, and allow your brand to reach more potential customers. In addition to ensuring your page itself is optimized – this includes verifying your account (it is a simple process that confirms the ownership of your website and establishes a link between your site and your Pinterest account), crafting your “About” section to include your top SEO keywords and uploading a personal photo or logo – there are additional steps you can take to improve the engagement of your pins:
- Use keywords when naming boards and make sure to include captivating, informative and keyword-rich board descriptions.
- But don’t include too much information in the description. Not only have studies shown that pins with shorter descriptions (1, maybe 2 sentences max) receive more repins, but it leaves a reason for users to click through to the source of the pin (your website) for more information.
- Pin frequently. It is better to pin one image a day than multiple images once a month because it provides more visibility in your followers’ and Pinterest’s category feeds.
- Pinterest has width restrictions for images, but no height restrictions. Keep the width of your images below the maximum – 554px – but take advantage of long pins that use more screen space on users’ homepage and really stand out.
- Make your product the focus. Research has shown that pinners are more likely to repin tightly cropped images where the product is the focus, rather than images with models using a product seen in more traditional ads.
- Include prices. Pins with prices have been said to garner more than 30% more likes than those without.
- Don’t just pin products. Pinterest users are now using the site as a resource for collecting content, so be sure to pin images from any blog posts or articles as well.
- Don’t just pin your own content. In order to gain more followers and encourage others to share your own pins, it is important to share other people’s pins alongside your own.
- Include non-industry boards. Some of the most popular categories on Pinterest include Food, Home, Humor and Travel. Even if they are not related to your business, including these boards will allow you to attract a broader audience and further communicate the personality of your brand.
- And finally, make sure you add the Pinterest share button to all of the product and content pages on your own website to encourage pinning from site visitors!
Have any questions? Comments? Or are seeking help to optimize your own Pinterest account? Just let us know!