Have you taken at look at Pinterest, the new social media site that’s cropped up recently on the Internet? It basically functions as a place where people “pin” images and photos that they enjoy so others can see them. There’s also the option of browsing what others have considered to be pin-worthy. In addition, there’s the Pinterest bookmark button, which can be added to a browser so members can quickly find sites that carried the images pinned. It all sounds fun–and like a great way to goof off when you should be working. However, let’s think outside the box and consider using Pinterest for small business marketing.
Start by joining Pinterest. You’ll need an invitation to join, and there are two ways to go about it. First, you could request an invitation at Pinterest’s site. Sounds easy. That is, unless you get a reply–like I did–stating they have a waiting list and will get back with you. The second way is actually faster. Find out which of your friends are already registered and ask one of them to send you an invite. You’ll be a member in no time.
Begin pinning items. Although you’ll feel like you should pin every product you own, remember that no one wants to check out your boards (the places where you pin a similar collection of images) to discover they’re one giant advertisement. Large companies like Lands’ End and Nordstroms can get away with pinning mostly their own products, but smaller businesses might not want to go that route. Pinterest discourages excessive self-promotion, so you’ll want to build trust as a member of the community by pinning images that you like from other sites, as well as from your own. Be sure to list your own products on a “gift” board, and to include a price so viewers know the item is for sale.
Embed a link and describe your pins in SEO terms. Like anything you do on the Internet, it’s all about being found by the public. First, make sure to imbed a link to the site where your product can be purchased, not just to the home page. Next, when you describe your pins, use SEO terms. For example, if one of your products is fudge, don’t describe the pinned image as, “Ooo, yummy … and no calories when eaten with a friend!” Instead, you’d use “Chocolate fudge” or “Chocolate candy.”
Think related products when creating boards. For example, if you’re a wedding photographer, you could create boards about bridal dresses, venues, or even invitations, as well as boards featuring your photography. Having various boards that relate to weddings will draw more interest than just one or two boards featuring only your work.
Keep in mind the demographic. According to SearchEngineWatch.com, “The site caters to a female audience (reportedly nearing 70 percent), most of whom are under the age of 45. This much sought after demographic can play a key part in the purchasing decisions of the average American household and your bottom line.” If your business appeals to those outside that demographic, you’ll need to put a spin on your Pinterest boards to interest that age group.
In conclusion, using Pinterest for small business marketing is a great idea, and the quickest way to join is an invitation through a friend. Once you’re a member, you can begin pinning products but realize that you’ll want to embed a link to your product page, describe your pins in SEO terms, include related products when creating boards, and bear in mind the demographic to which Pinterest appeals.
Sources.
Monika Jansen, “How to Use Pinterest for Marketing” Network Solutions.
Personal experience.
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