Here we go! Another round of social media dos and don'ts for business. Today we'll be focusing on Pinterest for businesses and brands, going over a variety of the ways you can best utilize Pinterest for brand awareness and engagement.
Brands and businesses can use Pinterest for community management (pinning, following and sharing with fellow users within their niche) as well as getting the word out about their own products in a super engaging and exciting way.
1. Rich pins. The first thing you should do is enable all of your pinning to "rich pins". Rich pins directly feature products, recipes, articles, movies or places. The pin will pull a whole bunch of extra information including reviews, directions, pricing, etc. to allow the viewer more information instantly. This helps greatly if you're a brand that sells something tangible or has a physical location.
2. Descriptions rule. Think long and hard about how you could best design descriptions for your pins. It's best if you use the keyword used as the description of your image (say, if you have a "cranberry relish recipe", these three keywords should be included in both the image file name before you upload (and your alt-tags), as well as your pin description.
This will help Pinterest recognize what your pin is all about. In addition, you should shoot to use between 200-300 characters for each description. While Pinterest allows 500 characters, it's better to shoot for a happy medium.
3. Hashtag debate. Hashtags are a debated topic in the world of Pinterest, and the articles I've read have suggested to only use one or two per description--having too many hashtags might actually turn off Pinterest's analyzers and push you down in results. Try a few pins with and without to see what works for you.
4. Community management. As mentioned earlier, brands can use Pinterest for community management. Make it your mission to discover other active pinners in your niche (and secretly bookmark your competitors to keep an eye on what they're doing) and interact with them.
When you create your boards, curate content and slip your content in sneakily. It's not all about you on Pinterest--the purpose of Pinterest is to discover new things, not spam users with your brand, and that's what your customers will be seeking from you.
5. Timeline matters. In April of 2015, Shopify released the stat that nearly half of a pin's traffic occurs three and a half monthsafter posting. Don't worry if your pins don't receive a ton of traction when they're first posted--Pinterest's algorithms take a while to kick in, especially when you're discussing a trendy topic that a million results are already populated for (ex: pencil skirts, job interview tips).
6. Analytics are your friends! Check your analytics constantly and relate these to your greater goals. With Pinterest analytics, you are able to check your most successful pins and content, tailor your future content based on these successes (and failures), as well as figure out in-depth information about what your customers love including which brands they most popularly follow, what topics they love to pin, etc. I LOVE Pinterest analytics.
Did these tips help you get started? Let me know if you have a specific question in the comments!