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.
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.