Using Pinterest for business opens many doors for the savvy business owner or marketing lead, but only if you take the time to familiarize yourself with the platform first. Jumping in blind will only waste the platform’s potential—or worse, backfire as you squander brand goodwill.
To help you avoid the mistakes and missteps which plague many in their first attempts at using Pinterest for business, we’ve put together these twelve tips and strategies to guide you to success.
12 Effective Tips for Using Pinterest for Business
1) Learn the Platform First
Spend a while learning how Pinterest works, all the little tips and tricks the other users already know. That way, you won’t sink resources into bad moves early on. Using Pinterest for business means taking the time to learn Pinterest. Read the frequently asked questions, dig deep into the usage guides. Also, make sure you know what every button in the UI does before you start thinking about all the profit you’ll turn by using Pinterest for business.
2) Identify Your Market
Take the time to figure out who uses Pinterest and is relevant to your business. That way, when you start crafting content and reaching out, you’re making the right moves. In most cases, you’ll find that multiple market segments use Pinterest, rarely in overlapping ways. Make sure you think about each group independently, with appropriate content and targeting for each that you spot.
Using Pinterest for business means using Pinterest in all ways, not just throwing your content out there and waiting. Engage the platform earnestly. Leave comments, look for interesting things to share. Moreover, you should generally use the platform the way you might use this social network if you weren’t seeking to profit. Money and name recognition will naturally follow if you do so.
4) Pursue Authenticity
Inauthentic content on Pinterest—or anywhere else—won’t help your business. If anything, you risk creating a stink in the wrong circles. This might embarrass your company and make you lose out on the opportunities of social media. This mostly means that your Pinterest endeavors should be left in the hands of someone who honestly cares about using Pinterest. At the very least, have someone who cares about the service look over the content your Pinterest team puts out, to spot anything particularly obnoxious.
5) Keep Branding in Mind
It can be difficult to be authentic, keep your target demos in mind, and still produce content that maintains your brand image. Still, it’s important that you strive to do so nonetheless. Think about how a given message meshes with the content you’ve put out before, on Pinterest and on other channels. And don’t put out content that won’t help you towards your goals.
6) Don’t Leave It to Interns
This probably goes without saying, but no social media account should ever be left to an intern, tech guy, etc. Make sure the person controlling the account knows Pinterest, knows your brand goals, and knows how to make it all work together to the proper end. You don’t want your brand embarrassed because you left the keys to your image in the hands of someone who doesn’t know or care what your company is about.
7) Invest in Interesting Pictures
Pinterest is driven by pictures. If you’re not taking the time to nail down the pictures part of your strategy, you’re not using Pinterest for business effectively. You wouldn’t fill a blog with barely legible drivel, nor would you fill a YouTube channel with shaky webcam footage. Hire someone who knows pictures, knows photos, and knows your business.
8) Find Relevant Groups and Subcultures
As with any social platform, the key to using Pinterest for business lay in understanding who hangs out where. On Pinterest, you’re looking for appropriate Group Boards. Be cautious when participating in group boards, however, as you’re far more likely to be viewed askance if you push too hard on the marketing front.
9) Offer Something Unique
Take the time to figure out what your peers and competitors are doing on Pinterest, so you don’t retread old ground. Even if there’s going to be some inevitable overlap in content, make sure you have something truly unique, a true value add that others can’t provide. It might be a specific offer or product, or it could be a unique approach to Pinterest hinging upon the specifics of your business.
10) Tie Everything Together
Using Pinterest for business shouldn’t mean using Pinterest for business only. Make sure you tie it together with your other marketing endeavors. Drive traffic to your sales funnel, build a narrative that nudges low-value leads to a higher-value mindset, and never, ever do anything that will undermine a message or goal you’re pursuing in other channels.
11) Build a Narrative
A picture’s worth a thousand words—put together your pictures the right way, and there should be an interesting story for your audience. The right narrative engages the specific audience you’re looking at, is something unique to your company, and has enough of a personal touch that it really grabs people.
12) Spend Appropriately
Not all businesses benefit from spending money on paid promotions, but that doesn’t mean you should write them off completely. There’s a lot of potential in promoted pins on Pinterest if you have a pitch that can sell itself. Also, you should know that there’s a ready-to-buy audience on the platform. Still, it’s not a shortcut that lets you skip the rest of the Pinterest experience.
Summing It Up
As you can see, there’s a lot that goes into using Pinterest for business successfully. Take your time to familiarize yourself with the unique Pinterest ecosystem. Also, find the right team to produce appropriate, interesting, effective content, and pay attention to the response. You might learn something new about the people that care about your product or company, for good or for bad.