Are they working for you or are they in need of a bit of sharpening?
If so, read on …
It’s still a common misconception that Pinterest only benefits businesses which sell products as opposed to services. I’m about to expose the lie behind that!
If you haven’t created a business account on Pinterest as yet, have a read of these statistics:
According to a graph produced by Shareaholic, Pinterest has now become the SECOND biggest driver of traffic next to Facebook.
SproutSocial made a similar assertion:
“Pinterest … generated more referral traffic for businesses than Google+, YouTube and LinkedIn combined”.
With those statistics in mind, let’s set up your business on Pinterest!
I’m assuming that you’ve already created a business account but if you don’t know how to do this just ping me a message and I’ll be happy to help you out.
For ease of reference I’m using my own Virtuoso Assistant Pinterest account to illustrate how you need to utilise each space provided for optimum effects. So starting at the top, your account may look something like this:
Underneath your title you need to include a very concise explanation of what your business is all about. You don’t have a great deal of space available so use it wisely and include as many keywords that are relevant to your business as possible without spamming, i.e. make it read smoothly instead of just listing keywords!
Underneath that make sure you have connected your business website to your Pinterest account and have it verified (figure #1). Under your Account Settings you’ll also have the opportunity to link your other social media profiles (figure #2).
Next you need to download the little Pinterest “bookmarklet” which is an inconspicuous icon that sits on your toolbar and enables you to pin anything of interest from a webpage with one click of a button.
The first board you create is the most important and is first in the line-up reading left to right (figure #3). This is going to be the showcase for your business. Why not start by pinning articles from your website (using the Bookmarklet ) about the services you provide clients and / or customers? The next board could be used to pin fun photographs of staff members; write a short synopsis about each person and what their job is within your business. You can also pin photographs of what ‘daily life’ looks like at your business premises. The point of doing so is to put a human face on what may otherwise be a bit of a boring business facade. This is essentially what ‘social media’ is all about; being sociable, breaking down barriers and facilitating communication.
Once you’ve set up your business boards you’ll want to create about 4 or 5 more for whatever content you choose. You want to be skillful, however, and consider a few helpful tips:-
- It’s worth bearing in mind that 80% of pinners are women and, according to a recent survey, 85% of consumer purchases are made by women.
- I talked in a recent blog article about how important it is to bear in mind who your ‘ideal’ client or customer is when writing content. The same is true of Pinterest if you’re going to be clever.
- Consider what your ideal ‘pinner’ and / or customer might be looking for? What can you pin that might be of value to them? Apart from my business board, “Social Media Tips for Business”, most of my content is pinned from either “Pretty Stuff”, “Feel the Burn!” and “Juicing”.
Optimise your Boards for SEO
You’ll need to add a very clever description for each board you create, particularly for the ones relating to your business. Again, you can include keywords which are relevant to your business as they are all searchable locally on Pinterest and on Google, etc. I’ve highlighted mine below by way of example:
The next step is to consider what your pins are going to look like on your boards and how you’re going to seduce visitors into looking at yours as opposed to the thousands of others available.
As I mentioned above, some B2B companies still believe they can’t use Pinterest as they don’t have many images available that are worth pinning from their websites. This is entirely wrong and means they’re ruling out 70 million or so potential clients / customers who use Pinterest!
So here’s how you’re going to create eye-popping and pinnable posts for your boards.
Create Beautiful Images
The concept of using images and visual social media is growing at a rate of knots. If there aren’t many images on your business website or blog that are particularly eye-catching or pinnable, then create some with tools like Canva. Here’s an image I created to highlight a service I offer clients:
I regularly upload this image onto my Twitter feeds as well as onto Pinterest as it tends to inject a little humour and colour into a subject which could potentially be rather boring! Canva will give you the tools to add some text to your image; you might want to consider including your business URL and / or email address.
If you don’t feel particularly creative you can download some free photos from websites such as Morgue File and Photo Pin. Please ensure that you choose the FREE photo options. You don’t have to use a photo that is particularly relevant to your business; it just needs to be a pretty or interesting background against which you can write your own text. Do this with one of my favourite photo editing tools, PicMonkey, where you’ll be able to add a frame around the picture, add text and edit colour options. Again, all for FREE.
It does when it comes to Pinterest! I’ve read several articles lately about what is considered to be the optimum size for Pinterest images. Peg Fitzpatrick recently suggested using an image which is taller than it is wide has the best effects and, if you want to be very precise, use images of between 469px by 828px and 600px by 900px.
All the images you use can be optimised to make them searchable both on Pinterest and generally on search engines like Google.
Start by saving an image to your local files with a relevant name as opposed to a random set of numbers and letters. So instead of “logo.png” as shown below, I’ll save my image as “Virtuoso-Assistant-Homepage.png“.
When uploading content onto your Pinterest boards, include a short description of what the pin is about but don’t include too much. Use it as a kind of teaser so visitors are encouraged to click through and read more from your website or blog. You’ll need to add the relevant link to your source in the “source” box below the description (see below):
You’ll also notice that I’ve used hashtags in the “Description” which are relevant to my pin and ensure that the content is searchable.
If you want to delve a little deeper into this topic I would highly recommend watching the YouTube recording of a Google+ HOA which Denise Wakeman hosted along with Joan Stewart, from “Publicity Hound”, a few months back. It has a great title,
“How to Use Pinterest for Dull, Academic or Yucky Topics (and Get Great Search Ranking)”.
I’d suggest that if you do watch you have a notepad and pen at the ready because you’ll really need to take notes. Denise said of Joan,
“Joan Stewart’s Pinterest board of publicity tips has had the Number 1 on Google search for her primary keyword phrase for several months. She’ll explain what she does, how she does it, and how you can too.”
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