As Angie Pascale put it nicely Pinterest is a ‘digital bookmarking website that allows users to create and manage theme-based image collections, and discover collections created by friends and other users’.
Since its launch Pinterest has been one of the hottest networks around, going straight into top 10 social networks and driving mind blowing amounts of traffic. No wonder it had immediately become the focus of many brands, who would like to join this new social revolution.
If you’re one of them but are not quite sure why or how to start your branded Pinterest account, here is our simple 10 step guide.
Just like any other social network, Pinterest isn’t for everyone. However, if you’re confident about the uniqueness of your products and have some quality imaginary, Pinterest might be the right place for you!
Currently the most popular categories on Pinterest are:
The closer you fit into any of these categories, the better!
Now that you’ve decided your brand fits into one of the categories, you should ask yourself these important questions:
Don’t be fooled by the allure of “the next big thing”! Be sure that the Pinterest venture is right for your brand and fits perfectly within your social media strategy.
When creating your Pinterest account, use the email address associated with your Twitter account.
Choose your logo as your profile picture or an image currently associated with your brand but make sure your brand’s name is clearly visible, therefore you can be easily recognised.
Similarly to Twitter, Pinterest gives you 200 characters for a short description of your profile. Use it wisely! Best descriptions are short and straight to the point.
We recommend you add pin buttons to your product pages. This will make pinning a lot easier! http://pinterest.com/about/goodies/
You should also add a “Follow us on Pinterest” button to your website with your other social media links: http://pinterest.com/about/goodies/
Don’t forget to link up your profile with your Twitter account!
Once you create your profile it’s time to add some boards onto which you’ll be pinning your images.
Before creating boards, think of some themes that are related to your brand and products, for example: if your company specialises in food and beverage, don’t limit yourself to only posting about your products but think about a bigger picture, like recipes for vegetarians, children foods, etc. This creates a more complete user experience and users will be more interested in following your boards.
Don’t forget to add a board about things that your brand loves! This will add to your brand’s personality. Your followers might be interested to see what inspires your brand and contributes into your product development.
For each of the boards provide a short description and add keywords. This way they will be more searchable/ visible to users.
While creating your boards, you will be prompted by Pinterest to add a Category from a list of provided choices. This is very important! Once you choose a relevant option, every image you upload to the board will be visible to users in a general board of images for this category, making your brand more searchable.
You have the option to allow your followers to contribute to the boards. This option is separate for each of the boards you create, hence where you may allow followers to pin onto one of your boards, you may want to keep other boards to yourself.
Lastly, if you’re a retailer, it may be a good idea to dedicate one of your boards to appropriately tagged images of your products with prices. You could then encourage your customers to add these images to their wish lists, whether they’re planning a holiday, a wedding, buying a new car or looking for some culinary inspiration.
Whole Foods is a great example of how to use boards to generate engagement:
Now that you’ve created your boards, it’s time to add your images i.e. Pins!
To each image you pin you must add a description. Try to keep them short and concentrate on key phrases.
To optimize the description of your pin, you can include hashtags #, which work just like in Twitter, so if your pin is a picture of a dress you can hashtag #fashion #style #dress etc. Be careful though with the amount of # you add...nobody wants to see too many and think that your pin is just spam!
You can also mention any of your followers in the description by the use of “@” followed by their screen name.
You can repin other people’s pins onto your boards. While doing so, the description of the pin will be carried over but you will have the opportunity to change it. Pinterest suggest, that as good practice you still mention where you have found your image/ pin. It’s always polite to give someone recognitionJ.
Pins are mostly associated with images but you also have the option to upload videos. As with the images, make sure they are relevant, interesting, good quality and repinable. After all, this is what Pinterest is all about.
Whenever you pin or repin content, don’t forget to send it to your Facebook or Twitter pages. You can also embed it into your blog. This way you’ll be fuelling your other social networks and driving traffic to and from.
Similarly to Facebook you can Like or Comment on every pin.
Comments should always be relevant to the pin’s content and shouldn’t include any advertising or self-promotion. This is one of Pinterest’s main rules of conduct.
When you repin any pin, the comments and likes will not be carried over to your board.
As we’ve already mentioned in point 6, Pinterest has rules about self-promotion. Strictly speaking it is not welcome and looked down upon. Try not to promote yourself through pining your marketing materials/ imaginary. This will not generate engagement! Instead concentrate on finding content, which adds personality to your brand’s image. Share your tips and interests.
If you’re still not sure what content your brand should be putting out there, try researching Pinterest itself for some handy ideas. Notice, which pins generate the most of interest: likes, comments and repins. From this research, you will get the picture of what your audience tastes are and where exactly you should position your brand.
A good tip for finding relevant content is connecting with bloggers, who regularly post on Pinterest. You can find them by searching for relevant terms through Pinterest and filtering through boards. Then contact them directly though the information provided.
By now you have probably noticed, that the most popular pins are the ones with the most likes and comments. You clearly want your Pins to be popular too. How to make it happen? The answer is in the title: “Start the conversation!” Ask questions, comment, mention your followers and talk to them!
Good images are one thing but creating engagement is another, so come forward and do it for your brand.
We hope you found these few tips useful and that you are now confident in starting your brand’s Pinterest account.
As with any other social network, the main thing you need to remember is to put in enough time and dedication to truly build and maintain your following.
If you need any further help with your brand’s Pinterest venture feel free to contact us at Martech! We’re always happy to help.
We look forward to seeing the fruits of your work!