As a business owner, you may be asking yourself whether you need to worry about adding Pinterest to your social media strategy. The answer depends on whether you’re interested in tapping into a global network of more than 70 million consumers (up from 25,000,000 in 2012) who not only create and share on the site, but use it as a resource for evaluating and comparing products.
Do you need to pay attention to Pinterest? Given that the site not only grew 58% in 2013, sneaking past Facebook (57%) and leaving Twitter (15%) in the virtual dust, but has one-fifth of U.S. women who use the Internet as members, the answer is most likely a resounding “YES.”
We’re well beyond the scrapbooks and moodboards of bored teens here. Pinterest has become big business. More than half of users have interacted directly with brands on the site, and 70% have made a purchase influenced by content they found on Pinterest. Building a network on the site is not only a great way to serve up your own content, but an excellent opportunity to interact with—and convert—your audience.
So how do you gain followers on Pinterest? To start, setting up a complete profile—with a link to your website, a photo and description of your brand—helps you attract followers whose interests are relevant to your business, including your products and services. Once you’ve completed your profile, taking the extra step of verifying your website unlocks access to the site’s web analytics tools, which let you monitor visitor behavior and determine what content and shares are working the best for you.
Once you’ve got your profile set up, it’s time to get active! Set up some boards and start sharing. Remember, it’s not just about broadcasting your products and services; save the hard sell for the services pages of your site. Instead post things that are relevant to your brand (and your audience), as well as content that inspires you or your brand. Images—especially colorful, light images—are the backbone of Pinterest, so don’t be afraid to harness the power of visual media.
Be sure to review your uploads carefully. Always include any relevant content in the description, and share your images (especially your original material, like infograms and other shareable images with useful content) with other boards. Sharing to multiple boards can help boost repins and follows.
Sharing and reposting are just the beginning. Integration with other social media sites, joining the conversation on popular boards, and incorporating contests are just a few of the other ways you can boost your following. Don’t make the mistake of dismissing Pinterest’s potential; with some careful curation and plenty of interaction, you’ll soon be well on your way to doubling your followers—and boosting your brand’s bottom line.
Check out the rest of this series, and become a social media powerhouse!