What is Pinterest for business?
Great question, and we weren’t too sure ourselves until we interviewed New Zealand-based Pinterest for Business expert Megan Bruere of IamPinn Media last month!
Of course we both had personal Pinterest accounts and boards, mainly related to hobbies or topics we each have an interest in, but we had little idea about the potential of Pinterest for our business.
Then we saw some of Megan’s posts about Pinterest and thought it was high time we found out!
Pinterest is a place where people go to discover ideas. They go there to dream, to plan their lives and they go there with a specific intention
For example, you’re bored of the same old recipes so you head to Pinterest to find something inspiring to cook
You’re redesigning your kitchen so you visit Pinterest to look at kitchen design ideas
You love ceramics so you head to Pinterest to check out handmade cups.
You’re into sustainability so you search Pinterest for ideas to recycle plastic bottles.
In all these cases, your intention is very clear. You start out researching, but your end goal is to find that recipe, design, cup or DIY guide.
This is gold for the business owner, because you have the opportunity to introduce your brand to someone while they are still in the decision-making process…. and you’re getting in there first!
Businesses are now spending $700 billion annually advertising on Pinterest (yes, $700 billion!) so clearly it is a platform that is getting results.
Better still, New Zealand businesses are not yet fully utilising Pinterest for Business so if you are NZ-based it’s an opportunity to be an early adopter and make some great gains early on.
Pinterest is different from some platforms
Pinterest is not like Facebook or Instagram, it’s competitors are YouTube and Amazon. In 2019, Pinterest is a visual ecommerce platform. You don’t go there for followers. It’s not a place where you go to sell or have a conversation (Megan say’s there’s a bit of an inside joke that Pinterest is an introverts platform)
Pinterest is a search engine, so the goal is to get your business out there to be discovered.
As a business owner, this means you use it to inspire people’s everyday lives. You create and then curate that world – with content that results in users trying, doing, or buying. As the authority in your field, your goal is piquing the interests of your target audience, to learn more from you.
Will Pinterest work for my business?
Pinterest can work for ANY business, product or service, if you do it right.
Because Pinterest is essentially a search engine, it’s a longer-term game and requires patience and persistence before the results start filtering through. This is the same for SEO services, but Pinterest is a heck of a lot cheaper!
How do you generate leads from Pinterest?
You generate leads by enticing traffic over to your website, where you convert them.
You direct your target audience from Pinterest to your chosen destination. Your destination is based on your wider marketing goals and what stage you’re at in biz.
If you’re starting out, your # 1 goal should be to grow your email list.
When you get the right people following you and re-pinning your content, you’re going to get the best conversion possible.
If your keywords are on point, your pin visuals enticing and your customer journey watertight – you’ll nail it (more on keywords and customer journeys shortly).
Tip – Don’t give it all away with your visual image!
If you give everything away with your pin or video on Pinterest, the viewer is much less likely to click through to find out more. As Megan says….
Why would someone click through to your website, when you’ve told them all they need to know on Pinterest. They won’t click through, you lose the lead. You dropped your pants on the first date!! Haha.
This makes complete sense – you don’t want to give it all away at once, you need to entice them to come over to your website and find out more.
Once your lead has landed on your website, it’s also very important that you provide them with the information they want otherwise they will ‘bounce’ (click away from your website straight away and you lose them).
- Do I have a clear path or customer journey for my Pinterest leads to take?
- What are they being asked to do when they arrive at my website or landing page?
If your website is not set up with a clear sales funnel you won’t be able to capture leads. Fail!
If you’re not sure what a customer journey or sales funnel is, then your best bet is to learn more about this first, before you invest time or money in Pinterest.
When you’re starting out with your sales funnel or customer journey, your focus should most definitely be on growing your email list.
See our Beginners Guide to Building an Email List if you want to learn more about how to do this in a non-spammy way that adds real value to the people you are aiming to help with your product or service.
Another important factor is to have a website that is mobile ready – if you’re not sure if your website is mobile ready, double check and get that sorted first before you invest in Pinterest (the majority of Pinterest users view via mobile).
Here are a few more fantastic resources you might find useful for generating sales & leads from Pinterest:
Grow Followers Organically With MiloTree – this tool works and is easy to use. It’s a WordPress plugin that allows you to easily get more Pinterest followers. It creates a small pop-up box that allows an easy way for people to follow you on Pinterest. You can easily add hundreds of followers per month with this tool. Roughly $9 US a month after the 30-day trial.
Join a Tailwind Tribe – Tailwind is a scheduling tool and Tailwind Tribes consist of like-minded groups of trusted peers helping each other grow their Pinterest reach and traffic. Tailwind is a Pinterest-preferred partner and after a free 30 day trial, you pay monthly or annually to use their service. It’s around the $15 NZD/month mark (and it’s more cost effective to purchase annually). The basic plan gives you access to 5 tribes. You can upgrade at any point to get access to more tribes, but 5 should be enough for your first year, you just need to be clever how you use it.
How to Use Pinterest to Grow Your Email List by Amanda Blakeman – a guide to growing your email list specifically with Pinterest.
Do I need amazing product photography first before I start pinning on Pinterest?
Success with Pinterest for business is more about the keywords and being consistent with your brand voice. Don’t get hung up on perfect photos as a newbie to Pinterest.
Once you have 12 months behind you, you’ll get better at knowing what images work for your business.
Which images work best on Pinterest?
- Images of your products or services in action get more clicks in general (everyday scenes, for example) .
- Images with profile shots (faces side on) also get more clicks.
- Cheesy front-facing headshots or perfect models don’t tend to work (this isn’t Insta!)
- Images that inspire your audience are going to perform best. Can the viewer see themselves in your image? Did it connect with them? Did it make them smile on the inside, or laugh at their desk while scrolling the Pinterest feed that morning?
That’s why kids, weddings and cooking do so well on Pinterest.
Text overlays (text written over the image) also get a higher click-through in general.
The most important thing to remember is to focus on your keywords – using them on file names, in pins and board descriptions (see below for more on how to do this). This tells Pinterest what your area of expertise is so it can show your content to the right users.
Seriously though, don’t spend hours looking for that perfect image, you don’t need to!
Here’s another great resource that will help with crafting great pins: How To Create Perfect Pinterest Images That Drive Clicks.
How do I gain followers from New Zealand rather than the United States?
This question has come up again and again! We’ve had several members of Biz School talk about their success in driving traffic from Pinterest – but it was the wrong kind of traffic.
As New Zealand based businesses, they wanted to attract local website traffic but the majority of their Pinterest visits were coming from the United States.
Here’s what Megan had to say about it…
Pinterest as a marketing tool is a lead generator, it is a way to produce awareness. Think of it as a billboard when driving down the highway. The way that we try to accomplish that with a local business is to find a way to connect with the user, either by directing them to your online store or by prompting them to come to your physical location. With Pinterest, we accomplish this by using the keyword search component.
This part of your strategy is very very important. Don’t skip it!
How to maximise the Pinterest for business keyword search component:
Step 2: Always include your location in the names of your boards
Step 3: Use your location keyword (and other important keywords) in your pins. Example courtesy of Mud Mates
Step 4: Use ‘Promoted Pins’ – once you have been on Pinterest for 12 months and are getting some good results, consider investing in the use of ‘Promoted Pins’ (but master the basics first before looking at this)
Taking these steps will help you be found by the right users on Pinterest PLUS it will help you be found on Google NZ too, another great benefit of using Pinterest!
How do I set up my Pinterest for business account?
Keen to give Pinterest a go? It’s relatively easy to set up a Pinterest for business account.
Providing you with a step-by-step guide is beyond the scope of this post but Megan has hand-picked a couple of her favourite guides online for us.
These resources should be more than enough to get you started quickly and easily.
⭐ DO YOU HAVE MORE QUESTIONS ABOUT PINTEREST FOR BUSINESS? ⭐
This post is a great start but you may have more questions. We’d love to hear what they are.
Fire away in the comments and we’ll respond with more tips.