It can be tough for small businesses to decide where to channel their energy when it comes to social media.
Often Facebook and Twitter are seen as the default options.
But it is certainly worth taking the time to consider whether other social media channels would work better for you. Pinterest is a great example. Many small businesses don’t dismiss it as such – they don’t even consider using it in the first place.
SBG is here to tell you why you should think again!
What is Pinterest?
It’s like a virtual noticeboard or mood board, where users “pin” images they like to “boards”. These can then be re-pinned by other users allowing each pin to spread far and wide.
It’s perfect for the younger GenZ and millennial audiences, who tend to prefer visual searches. And statistics show that the site rates highly in terms of users trying out something new as a result of their visit.
As Hootsuite explained in a recent blog: Pinterest offers businesses a fairly unique proposition. Like other social media networks, it’s a place to connect with friends and influencers. But as a visual search engine and productivity tool for planning your dreams, it’s also a lot more than that. Pinners come to the platform for inspiration or Pinspiration. They’re planning their weddings, dream vacations, and holiday dinners. And because of that, they’re not only receptive to brand content–they find it helpful.”
So with a bit of thought about the items you pin, you can build a strong bond with your customer. No longer are you just trying to sell your product or service to them. Instead you are helping to shape and inspire their choices.
Do many people use it?
According to Pinterest’s figures:
- More than 400million people use Pinterest every month
- 98% of Pinners report trying new things they find on Pinterest
- 89% of people on Pinterest use it for purchase inspiration.
As you can see these are powerful figures. Yes, many people may use the site when planning a wedding or working out what to make for dinner, but it doesn’t just stop at that.
The language of Pinterest
First, it’s helpful to know a little bit of the lingo that accompanies Pinterest.
Pinner – Someone who uses Pinterest
Pin – The content you upload (think of it as a big virtual notice board and the item you are publicising is pinned to it)
Board – The big virtual notice board mentioned above! You can create as many separate boards as you like
Repin – When a pinner posts someone else’s content to a board
Group board – A board that more than one person can add to.
This should do for starters! And once you have found your feet you will soon be ready to find out what pin codes, rich pins and promoted pins are too!
Where do I begin?
Good news – it’s free to set up a business Pinterest profile so there is the potential for you to dip your toe in the water to see if Pinterest suits you without a large financial investment. Once you have created your account you will have access to free stats which allow you to see how your content is performing, the total engagements your Pins are getting, and more.
Pinterest relies on strong images to attract potential customers.
Images should be portrait as opposed to landscape to cater for users accessing Pinterest via their mobile and make sure you include your logo so your brand isn’t lost when an image is repinned.
Photography of your product or service, customers experiencing it, behind the scenes shots and even short videos can all work well, but you will need to keep thinking ahead if you are going to be able to feed ongoing updates.
As much as interesting, good quality images are vital, you will only make the most out of Pinterest if these are backed up by killer copy. Your text that accompanies each image needs to concisely explain what the Pinner is seeing, and always include a call to action.
As with all social media, you are entering a marathon not a sprint when you commit to a Pinterest account. Don’t post all of your content during week one and then not post again for ages. Much better to drip feed contents on a daily basis if possible.
What next?
Marie Anderson, SBG’s resident Pinterest expert, explained: “Once you have your Pinterest account up and running it’s time to make the most of what this visual platform can offer.”
If used well Pinterest can certainly boost your sales and highlight specific items or services you are keen to promote. There are also opportunities to link what your business does with areas that are trending on the internet or relevant current affairs. Even national days or holidays can provide inspiration for a new board.
Once you start to feel confident you can boost your reach by commenting and interacting on other boards to heighten your business presence.
Different parts of your business or individual products can have their own boards to offer more detail. Or you can start collaborative boards with customers, suppliers and influencers. By involving them in your board, you will both get more from the interaction.
Marie added: Pinterest offers some exciting opportunities for small businesses. It can help you build your rankings on Google and your social media presence as well as linking effectively to all your other social media accounts. But rather than jump in feet first, it really is wise to spend some time thinking about what you want to share, how you will share it and the results you want to achieve before setting off on this journey.
Need a helping hand?
If getting to grips with Pinterest or any other social media platform feels a little overwhelming, fear not. Small Business Geek can help. From planning a social media strategy for your small business, to creating content or posting on your behalf, we can form a package which is right for you.
Contact us today to discuss your needs.
