Pinterest Marketing for Brands – How To Get Started

Unless you live in a box, you’ve probably been hearing a lot about Pinterest on the news in the past few months. But, what is it and why should you care?

What is Pinterest?

Pinterest is the current social media darling of the moment. Even though it’s a relatively new social network, it has been gaining steam since last fall. Pinterest’s mission is to connect everyone in the world through the ‘things’ they find interesting via a global platform of inspiration and idea sharing. The site encourages users to collect images that are beautiful and that inspire them and ‘pin’ these images to virtual pinboards. Users pin photos and videos of just about anything.

The site is still overwhelmingly women users (currently 68%). Most are in the 25-34 age bracket. Pinterest has been sending record levels of referral traffic to e-commerce sites and publishers, like Martha Stewart, Country Living, and House Beautiful. In fact, Pinterest has quickly become the third most popular social network in the United States.

Why should you care?

  • Pinterest reached 10 million unique visitors faster than any other independent website in history!
  • Pinterest in now driving more referral traffic to websites than YouTube, Google+, and LinkedIn combined.
  • It’s now driving more referral traffic than Twitter!
  • Pinterest has more revenue per click than Facebook and Twitter.
  • Over 80% of the pins on Pinterest are repins. Your exposure goes on autopilot!

What does this mean for your brand? Think multi-channel opportunities!

Quick tips for businesses on how to get started:

  1. Create a profile – Feature your business’ name and logo. Add a short paragraph about who you are in the ‘About’ section. Connect your brand’s Twitter and Facebook accounts. This will add the social networks’ icons to your profile. Add the URL to your business’ website.
  2. Create several pinboards – Create interesting boards with creative names that are related to your business. One myth is that Pinterest isn’t for service-based businesses. False! If you’re a restaurant, pin images of food, recipes, ingredients, brand-related content and photos (if you’re an Italian restaurant, pin photos from Italy!). Just like on Facebook and Twitter, not every board should be all about you.
  3. Consistently pin images – You don’t want to ‘spam’ your followers with way too much content at one time. Instead, have a steady flow of content and pinned images. Find times when your followers might be using Pinterest the most and pin at those times.
  4. Comment on others’ pins – Be social! Just like on other networks, you want to be social and have a conversation around your brand. Remember to comment on other pins and thank users for pinning photos from your website.
  5. Like other users’ pins – You can ‘like’ other users’ pins by clicking on the heart icon. This is similar to Facebook, except you are able to interact directly with users and businesses alike.
  6. Pin from different sources – Don’t always pin from your own website. Find different sources! However, you must be careful to avoid violating any photo copyrights.
  7. Don’t over-promote – Your pinboards should be a mix of your own products and related photos. When it come to ANY social network, you must avoid over-promoting your business. It will backfire and your campaigns will fail.
  8. Optimize your website’s content for Pinterest and add Pin It buttons – Add a ‘Follow Me on Pinterest’ and ‘Pin It’ buttons to your website. If you’re an e-commerce site, add a pin it button to your product pages. If you have a blog, add a pin it button to your blog posts along with your Facebook and Twitter share icons. You can find instructions on how to add pin it buttons on Pinterest’s website.

A picture really is worth a thousand words (or leads). If you have further questions on Pinterest, feel free to ask us!