What is Pinterest and where does it fit in to your business?
Pinterest has long been the misunderstood step-daughter of social media. Most of us feel comfortable using a combination of Facebook and either Instagram or Twitter for business, but Pinterest has remained an elusive member of the club. As a result, it too often falls into the category of, “I have the account because I’m supposed to, and sometimes I re-pin things, but I’m not really sure why.”
Over the past couple years, as the hype around giants like Facebook and Twitter began leveling out, Pinterest has gained an incredible amount of traction.
Today, Pinterest boasts a better ROI than any other social media investment, and with 39% of their users having completely replaced their search engines with Pinterest, it has pushed itself out of our periphery and onto the main stage.
Peg Fitzpatrick, social media speaker, trainer, and author shares eye-opening stats on why and how Pinterest really works to grow your business in her article, How to Use Pinterest to Build a Loyal Following for Your Brand:
“Pinterest provides great value to your social media efforts because Pinterest pins last a LONG time! While…ROI and social media are a murky topic – at best – Pinterest is proving to be the best use of your time. From a Piqora study on ROI, “50 percent of visits happen after 3.5 months of first pinning – Pins get discovered long after they’re born and continue driving visits to sites.””
With stats like this, people have begun taking a second look.
If you read our last post on Content Marketing, you know that creating valuable content is key to building trust with your customers. Building a following on Pinterest is much the same way. If you pin rich, robust posts, you’ll drive direct traffic to your website and get more re-pins than ever, keeping your business’ content within your audience’s reach.
So, what’s the formula? The likelihood of your pins rising to the top of relevant searches has more to do with pin photo quality and depth of content than number of hashtags and vaguely relevant keywords because, like most things, success is about quality rather than quantity. The drag-net approach is good for Instagram, but gunks up you’re Pinterest posts and does’t really help improve their visibility. Instead, create descriptive copy to explain each post, and choose a few important keywords that you stick to for each post within a category.
You’ll want to supplement your ‘stock’ hashtags here and there with specifics, especially from board to board. For example, if we post something on Pinterest about how to use Pinterest to grow business, we might use the following hashtags: #Crobar #CreativeLeverage #AgencyLife #Advertising #Marketing #PinterestTips #BusinessTips, but no more. However, if we’re posting specifically about a furniture client, we might also use hashtags like #furniture, #interiordesign, and tag the company name.
Pinterest allows you to share links to guides, articles, and new products featured on your site or blog. It also allows you to create a tone by curating a rich, visual world consistent with your brand. This includes re-pinning related posts.
For example, if you’re a furniture company who collaborates with designers to provide your audience with #DIY activities, re-pinning other projects of your designer partners legitimizes their authority on the subject, puts you in touch with your shared audience, and gives them a boost. We all know that nurturing business relationships with little things like mentions and re-pins really goes a long way in today’s social media climate, and it takes such little time to do.
As you can see, our client, Universal Furniture has an awesome Pinterest page featuring their own furniture collections as well as relevant tips to bolster the ‘lifestyle’ they’re promoting, such as DIY projects and Spring trends.
Start pinning and begin measuring your results today!