Pinterest has released a new product that allows small businesses to promote their Pins to increase click-throughs, improve reach and potentially drive more traffic to their sites. Called “DIY Promoted Pins,” the service, which is slowly being rolled out, allows businesses of any size to connect more with Pinterest users through Pins that show up in search and category feeds in the platform. The Pins work on a cost-per-click basis.
Although there is a waitlist for the DIY Promoted Pins tool, it’s not too soon to prepare to launch a Pinterest marketing campaign. Having an active Pinterest presence now will allow you to promote your small business’ most popular Pins across a wider audience later. Here are some tips to get started:
1. Know your audience.
Pinterest is largely used by women, mostly Millennial Moms, according to a research study conducted by Ahology and AcuPOLL Precision Research, Inc. With this in mind, it’s important that you use that information to determine if you should spend time on marketing via Pinterest. If your typical customer demographic is primarily male, your marketing efforts would probably be better spent somewhere else. And if your business caters to women between the ages 15-29, you should definitely create a presence on Pinterest.
2. Think like a content marketer, not an advertiser.
The majority of active Pinterest users (59 percent) click on Pins that go to blog posts, articles and even photos, and less than half of those users click through to brand or shopping sites. Clearly, engaging content is what users seek. Additionally, it’s probably no surprise that the most popular topics on the platform are those that lend themselves to being quite visual: food, fashion, beauty, crafts, decor, and content related to holidays and events.
3. Look to Pinners for inspiration.
If you get stuck in a creative rut, check out the board of people who are pinning your pins for inspiration.
4. Make sure your boards are well-categorized.
Pinterest is different than your small business’ Facebook page, where a hodgepodge of information is posted in chronological order, rather than in order of importance or by topic.