A few weeks ago I read this very interesting article on Mashable about a Digitas study that highlighted the fact that a staggering 70% of brand engagement on Pinterest is actually generated by users. I find it very strange that there aren’t more brands taking advantage of the popular social network to raise their engagement, get more traffic and more leads – especially because it works. Not to mention that users not only embrace brands on Pinterest, but they actually seem to want to engage more with them than brands do.
So why don’t more brands establish their presence on Pinterest and start pinning more seriously? Some of them might not understand how Pinterest works or even see the potential. Or maybe some brands think that they’re getting all the social media engagement that they need from Facebook and Twitter. I, however, think that Pinterest should always be one of the top social networks for businesses. Even though I offer a service as opposed to a product I still see lots of engagement and traffic back from using Pinterest. I know from personal experience that not only is Pinterest great for brands that sell products, but also for services. There’s something for everyone – all you have to do is seize the opportunity!
As I’ve mentioned earlier, a study has found that 70% of all brand engagement on Pinterest is user-generated. This goes to show that brands aren’t taking advantage of this very popular social network that is all about sharing images of products – its users are even actively looking for products that they would like to buy! What more could you want from a social network as a business?
Why use Pinterest for business?
While doing the research for this article I found even more reasons for businesses to use Pinterest and it all just made me want to start pinning more. The three year old social network is the fastest growing independent website that hit 10 million U.S. monthly unique visitors and now has over 48.7 million users worldwide, of which 80% are women and 50% have children. As the Business Insider likes to put it, Pinterest “users are rich, female, and like to spend” and that is why the social network is worth $2.5 billion (even without advertising!).
Another study from BizrateInsights has found that 69% of Pinterest users have found an item that they’ve bought or wanted to buy on the social network. And not only that, but also a staggering 70% of Pinterest users visit the website to get inspiration on what to buy.
Pinterest is also one of the very few social networks where it’s OK to include a price tag to an image of one of your products. Actually, people seem to welcome it as pins with price tags included actually get 36% more likes than those without a price tag. The same source says that buyers referred from Pinterest are 10% more likely to buy something as opposed to other social networks.
I think that should settle it – Pinterest users want to buy and to engage with brands, yet most brands are nowhere to be found! Of course, if you want to get great results from Pinterest then you have to put in lots of work – and it’s better to act now, while many businesses are still not seeing the potential or not understanding how to use it. Here are some of my top tips for raising engagement on Pinterest and ultimately getting more traffic and more leads:
The first step towards a successful Pinterest profile is getting the Pinterest “goodies”: the “pin it” button will allow you to pin any image you find on the web with just one click, the website widgets will allow your visitors to pin any image from your website and even follow your boards directly from there and the smartphone and tablet apps will help you keep up to date even on the go.
2. Have lots of images on each page of your website
Ideally, you will want lots of people pinning images from your website. It’s very hard to control or predict the virality of a pin, but the best place to start is to have plenty of great, “pinnable” images on each page of your website.
3. Set up a Pinterest business account
If you are considering being serious about pinning, then it might be a good idea to set up a business account. It’s very similar to a Facebook Page, and it’s especially recommended if you are thinking about selling your products on Pinterest.
4. Analyze the top pins
If you want to start pinning better and consequently get more likes, shares and repins, then you have to know what people like to pin. One of the best tools for extremely thorough research on Pinterest is Repinly, which provides lots of interesting information, such as the most popular pins and boards (by category) and the top pinners. Pinalytics is another great tool that can offer some great insights and all you have to do is type the keywords you want in the search bar so you can see what is popular and what isn’t. As a general rule, the most popular pins usually have something to do with food, animals (the cuter the better!), travel and weddings.
5. Hold a competition
There’s nothing like running a contest to get lots of engagement and more followers. Make sure you start by reading the Terms and Conditions so you don’t get your contest stopped by Pinterest. Fortunately there are lots of tools that can handle your contest for you, such as Woobox and Votigo,
When confronted with a lack of engagement, one of the main reasons is usually the simplest: you are not engaging enough. If you want people to engage with you then you’ll have to engage yourself, by constantly repining, liking and commenting on other people’s pins. This is where your research on the top pins and boards will come in very handy. You should also not forget to thank people for pinning from your website and for repinning from your boards. These are some of the simplest ways to grow your follow base and raise your engagement considerably.
7. Exclusive offers to Pinterest users
Another way to increase engagement is to offer exclusive offers and promotions to Pinterest users. This is also a great way to get more people to buy your products or services as well as raise traffic to your website.
8. Include price tags on your products
As I’ve mentioned earlier, pins with price tags included get 36% more likes than those without a price tag. So if you have pins of some of your products, don’t forget to include the price, as you will have 36% more chances to get a like!
9. Check your analytics regularly
Although there are a few tools that offer some great analytics, there’s nothing like going to the source. Pinterest’s own analytics can offer some great insights: you can see who is pinning from your website (so you can thank and reward them), see what pinners like and what gets most repined or clicked.
10. Share infographics
Infographics are very popular on Pinterest (and not only!) so it might be a good idea to create a beautiful infographic every now and then and share it on Pinterest. A beautiful infographic that is full of value will help you get lots of likes and repins.
Are you using Pinterest for your business? What results are you seeing? Please leave your comments below and please share if you enjoyed the post.
Listed in Forbes as one of the top 20 women social media power influencers and likewise as one of the top social media power influencers, she is one of the most dynamic personalities in the social media market, she actively leverages ethical online marketing for her clients and for Socialable.
After launching her first business within three years of becoming a mother, her financial success was recognised by being a finalist at the Best MumPreneur of the Year Awards, presented at 10 Downing Street. Following a resultant offer and wishing to spend more time with her daughter, she sold her first business to focus on social media, developing a multi-site blog and online marketing portfolio that generates in excess of 600,000 + page views per month.
A business owner, social media consultant, internet mentor and genuine digital guru, Lilach is consulted by journalists and regularly quoted in newspapers, business publications and marketing magazines (including Forbes, The Telegraph, Wired, Prima Magazine, The Sunday Times, Social Media Today and BBC Radio 5 Live). What’s more, her books have achieved No 1 on Amazon for Sales and Marketing and Small Business and Entrepreneurship.
When Lilach isn’t working she enjoys spending time with her family and is an avid fan of Zumba.
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