Using Pinterest

Pinterest is a fantastic social media platform for all types of business, not just arts & crafts and DIY. If you are pinning you must ask yourself – are you pinning with purpose?

Over the past 2 years, Pinterest has really come of age and current statistics state there are 70 million Pinterest users worldwide, with around 440K in Australia. These stats are great, but on the downside there are around 28 billion pins to explore, BILLION!. With that much competition, how do you pin with purpose and make sure you keep your eye on the prize – an awesome community?

Develop a Pinterest strategy

I really do bang on about strategy, but it is vital to ask yourself what your business is trying to achieve by using Pinterest?

Some of the more common strategies applicable to Pinterest are brand (awareness & personality) sales & lead generation, thought leadership and event coverage, the strategy you choose is entirely up to you and your business. A strategy will give you purpose and will keep you focussed on what your business is trying to achieve. And, if you are clear on what you are trying to achieve from Pinterest you will have focus on how you set up your Pinterest profile, the boards you set up, who you follow, when you pin and most importantly what you pin to your boards.

Plan your boards and then plan your pins

If you have a business that lends itself to multiple boards and you know you have the content to fill them all, then go for it. The more you pin and repin the better. However, if you think you’ll struggle juggling a lot of boards, create boards that will best deliver on your strategy and you know you will be able to pin to regularly. Select a hero image for each board that best represents that category and populate it with the best images you can find.

Don’t just randomly pin or repin because you think you have a ‘quota’ to fill each week. Make sure you are pinning and repinning the most relevant and best content for your business. Always pin with your brand and strategy in mind. As my mother used to say ‘if you don’t have anything nice to pin, don’t pin anything at all’ (tweet this).

Pin with the right landing page

One of the absolute best things about Pinterest for business is that you can attach a link to your image and each time it is repinned, the link goes with it. Therefore, it is absolutely imperative that you make sure the right link goes with that image. You don’t want a potential consumer clicking on the image and landing on a page that has nothing to do with it.

To make sure this happens, pin directly from your website using the pin it bookmarklet. You can add this to your browser, making sure the right link goes you’re your content.

Tag your Pins appropriately

Pinterest has only just rolled out analytics for business so while the Pinterest community comes to terms with how it ranks content make sure you tag your pins using the most relevant keywords that suit your business and the pins you have posted. Don’t treat Pinterest any differently to how you would treat your website, blog content, Twitter activity or Instagram for example.

Most importantly let your customers know you are on Pinterest, follow them if they are active on Pinterest and repin content they may post that is relevant to your business and brand. Stay active in the Pinterest community and stick with it – you will be rewarded.


About Zena Churchill

Zena Churchill is a Director at Max & Buddy Consulting. She has worked in senior level business roles across national and multinational corporations, as well as being a small business owner. Zena is a strategic thinker and brings a practical, straight-forward approach to marketing and social media. She has a passion for training & development running practical business workshops for small business. Zena is a Certified Practising Marketer (AMI), sometimes tutors in Marketing at the University of Wollongong and is a Senior Consultant with Trinity P3.

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