Why should you care about Pinterest for business?
According to a study by Millward Brown they claim that using Pinterest in your business is extremely influential for driving online purchases:
- 96% of all Pinterest users have used Pinterest to research and gather information
- 93% of all Pinterest users have used Pinterest to plan for purchases
- 87% of all Pinterest users have purchased something via something they found on Pinterest
By the way…there are over 175 million Pinterest users. Do the math.
How do you use Pinterest for a business?
There are three easy ways small businesses and bloggers can get their products in front of the right audiences on Pinterest:
- Promoted Pins
- Buyable Pins
Let me explain how each one works.
That means getting found near the top of the Pinterest search engine results. Getting your account set-up properly with basic SEO tactics is the first step to getting your wares in front of your target audience. Then you’ll need to feature your product boards in the first row on your Pinterest page. Make sure you have optimized your account so you rank high on Pinterest’s search engine. This is critical and why I have said it twice.
If you’ve been on Pinterest for some time now I encourage you to create new boards highlighting your previously pinned products and spice them up by mixing them with other aspirational content. Just make sure that you’re not including other products that are directly competing with yours.
Also, keep your audience inspired and entertained by creating boards featuring the most popular holiday trends such as; holiday recipes, holiday crafts, DIY holiday gifts, holiday decor and so forth. Make sure it’s in keeping with your business. Trending topics will gather more eye balls to your page and that increases the odds more people will fit your target audience profile.
The reality for businesses using Pinterest is that growing your followers and repins organically takes time because you are basically competing with others who are using the same keywords as you are. Remember that Pinterest is a search engine tool so it is vitally important that you garnish those keywords in several areas of your Pinterest account. I’ll say it again… this is crucial to getting your products found. Be patient. This is not a sprint, it’s a marathon.
Promoted Pins are ads you pay for and are offered to businesses in the U.S. Canada, UK, Ireland, Australia, and New Zealand.
The beautiful thing about ads on Pinterest is that they are so subtle that they do not annoy Pinners. According to a Siegel+Gale study of surveyed data from more than 12,000 consumers in eight countries they found that ads on Facebook and YouTube disrupted their experience. The bottom line is that Pinterest ads are more natural and preserve the user experience.
Using Pinterest for Business: Tips to keep in mind:
- You can choose to pay for a close up (clicks to see it up close), a repin, or a click through. I would personally choose click throughs if you want to drive more traffic to your site.
- Pins that you can promote are those that are on your existing boards.
- Set your own budget starting at two dollars per click.
- You can promote any pin, even if the pin is not from your website.
According to Pinterest Promoted Pins see engagement rates that are 2-5%, higher than the industry average. The beautiful thing about Promoted Pins is that they typically receive an average increase of 5% in earned impressions 30 days after the end of a campaign. Kendall, Pinterest’s general manager of monetisation, who was formerly director of monetisation at Facebook, told Marketing Week “Our research shows that if a Pinterest user engages with a Promoted Pin, they are two to four times more likely to buy something. It is a natural place to put advertising.”
Remember when you are using Pinterest for business that you are also competing with other businesses that are using the same keywords as you are so if you’re not getting many clicks its most likely that another bidder is beating you with more aggressive budgets. Your Promoted Pins will show up in Pinners relevant search results, home feed and category feeds. Bottom line; if you don’t have the patience to get your pins in front of new customers organically Promoted Pins are your best bet.
Keep in mind that it will take at least a week to get your ad approved.
- Buyable Pins
Buyable Pins allows shoppers to buy your products without ever leaving Pinterest. It’s only available for U.S. based Ecommerce sites. Buyable Pins are currently only available for merchants selling in USD and shipping products to the USA. Businesses take all the profits because Pinterest doesn’t take a cut of those retail sales.
If managing Pinterest for your business seems is overwhelming for you and you feel like you are going around and around in circles with Pinterest and not getting anywhere contact me, a Pinterest account management expert about my Pinterest account management services. Or to learn more about how you can be more effective on Pinterest check out my Pinterest Marketing Course for Businesses. Chapter one is FREE.