Social Media Marketing: How To Use Pinterest For Business

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Have you put into place an active formula for marketing your business on Pinterest? It doesn’t matter if you have a good website creator; if your social media strategy only takes into Facebook and Twitter, you may be missing out on a lot of business.

On average, for example, a typical retweet hits only 1.4%, and that’s a startling contrast with Pinterest pins which are 100 times more spreadable than a tweet. Also, the half-life of an average Facebook post is 16,000 times shorter than Pinterest.

Pinterest has been getting a lot more attention lately, broadening its marketability aspect — particularly with blue chip companies and the fashion industry — since the recent Instagram purchase by Facebook.

The company now boasts an increase of nearly 30% of Fortune 500 companies in the last year alone (and these include Apple, Wal-Mart, and Exxon Mobile).

If this isn’t an indication that you should be making good use of the 70+ million user platform, I’m not sure what would be.

Away from the characteristic posts of gourmet food and exotic destination vacations, there is a real marketing potential with Pinterest, particularly with the integrated features on their business accounts.

B2B Pinterest accounts exceed 500,000 and the company offers plenty of marketing features to assist with brand promotion. Here are several techniques to apply when using Pinterest for business.

1. Join popular group boards

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It’s challenging to locate group boards on Pinterest because they don’t have a dedicated feature or channel for this; however you can use PinGroupie, a free tool that helps you find useful group boards.

One approach is to go with the highest number of repins on each board because the more repins it has, the more engaging it is. The other option is to simply search for board names with specific titles and descriptions that are relevant to your business.

2. Boost traffic with blog boards

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When you have a blog board, your followers have a place that they can find your posts and they’re also able to see automatically when you pin new blogs.

The title of your board should be selected with keywords in mind as this will make it easier for people to find it in search engine results.

When publishing blog posts for your website, pin the posts onto your board and write a brief summary describing the article.

A good-quality image should be used alongside the post and a link should be included directing followers to your website or blog. Data visuals are an effective way to get people interested and they encourage visitors to click through to your blog post.

3. Track popular pins from competitor domains

Individuals who pin items from competitor websites are probably people you’d like to have pinning from your own website. There are tools you can use (e.g., PinAlerts which is now part of Tailwind) to identify items that have been from particular domains — such as from your competitors’ websites — so that you can locate and connect with those pinners.

Once you’ve identified a number of pinners and ascertained that they are active and have a good following, the next step is to follow them. If they find that your website has relevant products or services, it’s very likely that they’ll follow you back and begin pinning from your website.

4. Include price tags in your pins

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There’s a good number of Pinterest users who are actively looking to buy. As a matter of fact, Pinterest drives more referral traffic than Google+, YouTube, and LinkedIn combined. Pins that include a price tag also get 36% more likes than those without.

It’s perfectly fine to include a bit of general inspiration in your pins, but as a marketer, your goal is to drive traffic back to your website and have people make a purchase.

Find a way to provide true value to your followers so it doesn’t seem as if you’re using only Pinterest to push your product.

Use tools to measure the reach of your posts so that you have a clearer picture of what generates real traffic. Pinterest has an assortment of free web analytics tools that you can use to analyze your pins to find the most effective pins.

Remember, you don’t have to come up with all the content when using Pinterest for business. You can position yourself as an authority in your field by carefully selecting content from vetted sources and sharing it on your boards.

Once you begin using Pinterest with productivity in mind, it will help you identify resourceful individuals who can help make your business part of the conversation. With a good website creator that can make your site shine, as well as using Pinterest and social media platforms for business, you will definitely see a steady increase in your sales.

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Originally published at on November 23, 2016.

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