Since its creation, Pinterest has been a social network for crafters and collectors to share niche content, but for local businesses, it’s now much more. Pinterest is now a useful online marketing tool that helps local business owners market their brand, build a community of followers, and create an optimized Web presence that drives traffic back to their website or other pages online. And for some local businesses, the opportunities to do this are great as Pinterest is now the third most popular social media site behind Facebook and Twitter. Before January 2012, Pinterest was receiving an impressive 10 million monthly visits, which quickly grew to 17.8 million monthly visits by February and has continued to climb. And now that Pinterest offers business accounts, it’s important that you know how to use this new feature to help you market your business on Pinterest. So to help your local business get the most out of Pinterest, here are a few tips for optimizing your Pinterest for Business page.
Set Up Pinterest for Business
To start taking advantage of Pinterest for your business, you can either set up a new account or convert your personal Pinterest account into a business one. Then, you’ll need to complete your profile with an image that represents your business and a quick message to your followers. In addition, you need to verify your website so the URL appears directly in the “About” section of your Pinterest profile. You can also sync your Pinterest account with your other social media accounts, like Facebook and Twitter, to share your Pinterest content directly on those sites.
Drive Traffic to Your Sites
Pinterest offers a great opportunity to generate links back to your website, blog, or other content sites such as your Flickr page or YouTube Channel, and this is a key goal for many small businesses using Pinterest. You can use Pinterest to pin unique content from your existing sites, such as new products, special offers and promotions, blog posts, images, interesting videos, and more. Because these pins link directly back to your website or other pages on the Web, you can drive more visitors to those sites, encouraging more traffic and conversions. Plus, every time someone repins your image it creates another path back to your site that helps new consumers discover your business.
Create Boards that are Relevant & Interesting
Once you set up your Pinterest for Business page, you can start sharing content you’re your followers by creating relevant boards and pinning content your followers want to see. Daniel P. Maloney, CEO and Co-founder of PinLeague.com, suggests creating a few boards with content that your audience loves, a few boards with unique content that they might be unable to find elsewhere, and a couple of boards primarily about yourself. By creating this diverse mix of content, you can build a great Pinterest profile without making your page a giant advertisement. Also, be sure to select a bold image for each of your board cover photos, as well as your profile image, as these are two of the top places people will look first.
Optimize Your Pins for Search
When you do pin content, whether from your own pages or content from around the Web, it’s important to add related business keywords to the text in your pins so that search engines and consumers can find your content. For instance, if you are a local baker, you could include keywords like “wedding cakes”, “special event cakes”, or “cake decorating” when you post pins of those types of cakes. Not only will this help your Pinterest profile in terms of organic search engine optimization (SEO) but will help people looking for your types of products or services find what they are looking for. In fact, one survey showed that 70% of people use Pinterest primarily to get inspiration on what to buy. This means Pinterest is a great place to showcase your products and services.
Encourage Content Sharing
There are several ways consumers can share your content on Pinterest. One way is to ask your existing Pinterest followers to share and comment on the pins you post on your page. And since 43% of consumers surveyed said they use Pinterest specifically to engage with brands and retailers, compared to 24% of Facebook users, they may be likely to comment on and share your content if you ask them to. You should also consider adding a “Pin” button to pages on your site, like your Product page, blog, or video pages that contain content you’d like consumers to share. Then, you can track those pins with this link to see which content consumers are pinning from your site: http://pinterest.com/source/yourdomain.com.
Are you using Pinterest for Business to market your products and services? What unique ways are you using Pinterest to build your brand and boost visits to your site? Let us know in the comments.
About the Author
Lindsay Paramore is an expert on online marketing and branding for business owners. She works as a Web Presence Professional for ReachLocal.
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