How to Use Pinterest for BusinessNovember, 29 2012
On November 14, Pinterest announced the launch of pages for Business. Businesses are now free to create commercial accounts on the social networking site with new terms of service and conversion features available for members with existing accounts.
Production manager Cat Lee said, “This is the first step to helping businesses make the most out of Pinterest. We hope to basically give businesses more tools and more resources.”
In the meantime, our businesses and our customers’ businesses need to work on a Pinterest presence if they haven’t already started. Brett Relander, contributor to Social Media Today, recently wrote a blog post which provides a short guide to Pinterest for business. Following are his rules.
Respect your follower’s time and have your content organized. Don’t dump all of your content onto one board. Use different ones to separate and break down content in a way that makes sense.
Image quality matters. Pinterest is all about images. Your images shouldn’t be blurry, have a watermark, or be too small. “The more effort you put into making your images professional pays real dividends,” Relander said.
Become part of the community. Social media success isn’t built on self-promotion, but how you participate in the community. We don’t always have time for this as business leaders, but simply setting aside 30 minutes a week will suffice. Look for content to re-pin, add links that aren’t promotional, and have fun. Pinterest is an enjoyable social network to participate in, so give yourself the chance to have some fun.
Make sure your links work. It’s frustrating when you click on an image and the link takes you to either a page that doesn’t exist, a homepage, or a general page where you have to hunt for what you initially were looking for, or irrelevant content. On the same note, if you are re-pinning, make sure the link works and isn’t spam.
Put the “pin it” button on all of your web properties. Most websites and blogs have Facebook, Twitter, LinkedIn, Google+, and RSS feed buttons, but Pinterest is often forgotten.
Follow the right crowd. Pay attention to and follow those who are successful on Pinterest and who would be natural allies to get more traffic. Like Twitter, those you follow will often follow you back. Look at who is repinning your content and follow them as well.
Mention your Pinterest account on other social media networks. Mention and link to your Pinterest account to let your customers know where they can find you.
Make sure there is a nice balance between promotional boards and boards that highlight others. If you’re promoting a product or service, keep the imaging entertaining and relevant to your brand or provide customer stories. Follow the lead of brands such as Nordstrom and Whole Foods. The Chicago Bears also do a nice job of this because they not only give you things to buy; they tell a story of their history through photos.
Finally, don’t forget to measure your efforts! Pinterest creates a huge amount of Internet referral traffic and, according to a recent study by RichRelevance, it is nearly doubling revenue per session when compared to other social media channels.
Most people are visual learners so think about how you can cater to them while showing off your products and services.
Will you create a business presence on Pinterest or create one for your customers? If your business has been one of the early adopters, what tips would you add?
Image courtesy of greyweed via Flickr