Business development · 1 November 2019

6 tips for standing out as an SME on Pinterest

Pinterest

A new season is upon us and many people on Pinterest are refreshing their wardrobes, beauty looks and home decor for the start of autumn. Small businesses can also take this opportunity to do a refresh of their own.

Brands across a variety of industries, from fashion and travel to food and home, are using Pinterest to reach people looking for inspiration.

Finding great ‘inspo’

Leveraging insights from the visual discovery engine’s 300 million monthly active users and features like Promoted Pins, brands have a unique opportunity to help people find the inspiration to create a life they love.

And, your content and ideas can reach consumers as they’re making decisions and on their path to purchase. According to a GfK study, 83% of weekly Pinners have made a purchase based on the content they saw from brands on Pinterest.

To help you make the most of your Pinterest business profile and reach the right audience to grow your business, here are a few tips to freshen up your marketing strategy.

1. Leverage timely moments

Pins and boards tied to seasonal moments or special occasions make your content feel relevant and relatable to consumers.

A Millward Brown study found that Pins referencing seasonal topics drove 10x higher aided brand awareness. Consider creating content that helps your audience plan for anticipated seasonal holidays and events.

Small businesses across many verticals can leverage Pinterest to reach new customers, build brand awareness and inspire people to make new purchases.

For example, the colder months bring with them a range of hosting opportunities with Halloween, Bonfire Night and Christmas marking the peak of holiday-related searches, so show Pinners how they can decorate their homes, host the perfect party and put a quirky twist on their favourite menu and cocktail recipes.

2. Rejuvenate your page

As Marie Kondo says, keep the boards that spark joy! Clean up and delete or archive boards you are no longer using to keep your business profile engaging and up-to-date.

When you archive a board, you can find it on your profile in the archived board’s section, below your secret boards. It won’t show up in your public profile and you won’t be able to save Pins to it, but you can refer back to it or unarchive it at any time.

3. Add featured boards

Welcome visitors to your Pinterest profile with a showcase of your best content and ideas. Your featured boards sit at the top of the “Overview” tab on your profile and automatically rotate. Tap into seasonality by adding boards that reflect autumnal colors and themes. Or, pick your favourite boards to get more attention.

4. Switch up your profile cover

Your profile has a dynamic cover image that lets you pick the content you want people to see first. You can show-off your latest Pins, pick a specific board to spotlight, or just focus on the most recent Pinterest activity from your site.

Your customised cover image gives Pinners a preview of your Pins and what they can expect from your business profile. Consider creating a board just for spring and using it as your cover to inspire people for the new season.

5. Make sure landing pages are relevant

Your Pin’s landing page is the destination Pinners are taken to when they click on the Pin, and Pinners expect to see relevant content right away. To make the most of landing pages, your Pin’s text overlay should give people an accurate sense of what’s to come if they click.

For example, if you’re trying to get someone to sign up for your newsletter, your text should invite people to sign up, and clearly explain that when they click, they’ll be able to do just that.

It’s also important to ensure that your Pin URL leads to the most relevant part of your website.

For example, if your Pin shows a product, then it should take people directly to that product’s page. Another pro tip is to keep the design of the Pin and your landing page aligned. We’ve found that Pins perform better when people see similar imagery.

6. ‘Lean in’ to video

Video can take your Pins to the next level with more engaging content and storytelling, but it’s critical to ensure there’s a story to tell. According to a Neurons Inc. research, people watch Promoted Videos 32% longer when there is a storyline that builds up over time, compared to GIFs or stitched-together stills.

We’ve found that instructional videos perform especially well with people on Pinterest, and Pinners will engage even more if products are integrated into the video. Provide a glimpse of how to use or wear a product to inspire your audience to take action. Keep your videos short, simple and focused on a key idea or message. The sweet spot is anywhere between 6-20 seconds.

Small businesses across many verticals can leverage Pinterest to reach new customers, build brand awareness and inspire people to make new purchases. Giving your Pinterest profile a refresh each season will help you stay relevant and continue to inspire Pinners along their discovery journey.

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ABOUT THE EXPERT

Harold Klaje is the Global Head of Growth for Pinterest. Based in San Francisco, Harold works across teams including global sales, marketing, product engineering, operations, finance and strategy to set and drive the strategic direction as well as identify and execute operational improvements to accelerate growth and revenue. Prior to Pinterest, Harold spent almost a decade in leadership roles at Google, including his previous position as Google’s Global Managing Director, Business Transformation and Innovation where he was responsible for driving innovation, strategy, planning, operations and transformation globally for the customer care business. While at Google, Harold also built and managed various sales team across multiple regions. Prior to Google, Harold held sales leadership roles at both SolarWinds and Datacraft in Asia. Harold sits on the Interactive Advertising Bureau (IAB) Direct Brand Council and is a graduate of Erasmus University Rotterdam, School of Management.

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