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How to Use Pinterest in Your Company’s Marketing Strategy

When you hear of Pinterest, do you automatically think of recipes, crafts, and endless hours spent scrolling through a sea of pins? While the social media platform has a reputation as a place for women, the number of men using Pinterest doubled in 2014. And though those numbers are two years old at the time of this blog, think of the number of potential customers for your business.

What is Pinterest?

Having dubbed itself as “the world’s catalog of ideas,” Pinterest is pretty much that. Launched in March 2010, the social media network features the ability to ‘pin’ anything that can be found on the internet to user created boards. The platform is commonly known for its collections of recipes and crafts, but if it catches a person’s eye, it can be saved.

Think of the boards as digital bulletin boards without losing push pins in the process. Boards are used to organize ideas and break user’s interests into categories. You can have as few or as many boards as you like. The author of this blog personally has 25 different boards on their Pinterest account. The boards I use most often are titled ‘running,’ ‘film photography,’ ‘food,’ ‘apartment decor,’ ‘yarn,’ and what I call ‘wardrobe updating.’ Secret boards were introduced in 2012 and allow only the creator of the board to view the contents, unless they add a collaborator to also pin.

How Does It Benefit Any Business?

Businesses of any size can reap absolute benefits from using Pinterest. It is a great source for back links. These are a crucial SEO ranking signal and a boost to your overall visibility online. It also falls under referral traffic which is argued by some as the number one benefit of Pinterest to any business.

Think of Pinterest as another way to show off and share your knowledge of your specific business or industry. As an image based platform, if you include even a single image or graphic on every page of your website, that is an opportunity for someone to pin your content. A single pin can be active for more than a year on Pinterest, a phenomena addressed further in a moment.

People can link to your content via widgets. What is a widget? It isn’t an abstract object from a fourth grade math problem. Instead, it’s the little red ‘Save’ button that usually appears on a photo when you hover the cursor over it for a few seconds. Widgets can be created for any photo or graphic you have on your website, opening the door for visitors to share every inch of your website.

Does Pinterest Help My Content Stay Fresher than Twitter?

It’s an ongoing strategy session for marketers and businesses who use online marketing alike. How do you get your content in front of people and keep it there, or at least for a few minutes for engagement? We’ve all seen how quickly tweets are pushed down a Twitter feed and Facebook posts are constantly adjusted by the platform’s algorithms. What worked last month – or even last week – could soon be outdated.

Enter Pinterest and its ability to see pins for content that is more than a few days old. If you’ve used Pinterest for any amount of time, you’ve seen pins that are at least a year or two old. How does this happen? One person liked that content and saved it to a board. Someone new came along, began following that person, also took an interest in it, and saved the pin. The cycle keeps moving along as long as Pinterest exists.

Exactly how many pins on Pinterest are re-pins? According to a September 2015 infographic from Social Marketing Writing, 80 percent. When you think of the 72.5 million people who use Pinterest, that’s a lot of pins floating on the internet since early 2010 and high odds of your content being continuously recycled.

How to Engage with Other Users

Like any social media platform, there are many ways you can engage with users. Our favorites for Pinterest start with the simple fact that people love sales, discounts, coupons, and any way to save a little money. Take advantage of Pinterest’s image base to share sales and drive traffic to your website or brick-and-mortar store.

Give your followers more opportunities to interact by using several images on each of your web pages. This goes back to the widgets discussed earlier in this blog. The more options people have, the more likely Pinterest users visiting your website will pin content.

If you’re looking to give your overall search engine optimization efforts another boost, take advantage of rich pins. Consider these citations specifically for Pinterest, individual pins that use meta-tags. Articles or mostly text content will have a headline, the author, story description, and link in its pin. A product or service can have real-time pricing, availability, and where to buy included. Not only are you giving yourself a little help in the SEO department, you’re giving your customers even more valuable information about your company and services.

Don’t be afraid to respond to questions and comments left on your pins. Like any other social media network, Pinterest provides space at the bottom of each pin to comment. You can also tag a person which will notify them of the comment on the pin. Just remember to follow the basics of responding to online comments at all times.

How Can Elevare Help Me?

While we can’t help you cull out the many delicious looking recipes that you’ll make someday from your boards, we can give your business another boost online. Pinterest may have started out as a place for people to save recipes and plan weddings, but we know it’s grown to much more than that. Whether it’s helping you build a strategy to further engage your customers or create a plan for restarting a listless campaign, we can help you use Pinterest to grow your business and bottom line.

Are you ready to grow your social media presence? Elevare has had great success helping people with social media goals including awareness campaigns for new business launches and conversion campaigns to grow revenue.

To get started, fill out the form below and we will contact you within the hour to start the conversation towards your success!



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