Pinterest Marketing: How to Get Started

  •    Barney runs a digital marketing consultancy and writes about technology, startups, music, movies and business, as well as his hometown in the UK.

You may have tried Pinterest or it might be on the social media "to-do" list for your business. Self-described as "The visual bookmarking tool that helps you discover and save creative ideas," Pinterest is all about sharing (and saving) content from photos and videos to articles and snippets from around the web. Users "pin" items like a favorite photo on to boards, which are like collections on a certain theme.

People often use Pinterest for inspiration when they are researching something new like a remodeling project for their house, a new hairstyle or items they need for a special occasion or event. This means that many Pinterest users are at a very valuable stage in the purchasing process, and Pinterest marketing can help introduce them to your products at the right time.

User Base

Although at around 100 million monthly users, Pinterest is behind Facebook with an estimated 1.5 billion users and Twitter and Instagram with over 300 million users each, it still attracts a very dedicated and engaged user base.

Pinterest has always been more popular with women, with estimates that around 85 percent of its users are female. More men are discovering it now, so this composition is starting to change.

Using Pinterest

Here are some tips for getting the most out of Pinterest marketing for your business or organization.

Image of Pinterest Logo

Add the Pin-it button to your favorite browser, so you can quickly pin interesting images you find on the web. If you highlight text about the image before you pin it, this information will be automatically added to the pin description, saving you time.

Pinterest users are potential customers, so always add a price to your pins or re-pins. Pinterest can help drive traffic to your website, especially if you are a lifestyle or fashion retailer. Spend time getting products on to Pinterest and interacting with your customers. It is the perfect platform to get in front of your target audience while they are making plans or researching products.

Image of Culture Sock Using Pin-it Button

Culture Sock uses Pinterest to highlight its own quirky sock designs, and to collect interesting designs from across the web.

Be Interactive

Integrate your pins elsewhere in your marketing. Take some of your best pins and include them in email newsletters to your customers. Make a clickable image with the Pinterest link and encourage your customers to visit and interact with your Pinterest boards.

Pinterest isn't just for photos, you can use it to promote your blog too. Make a blog board and pin your written posts. Followers will see your latest blog posts when they arrive. Great photos are a must-have to draw readers in, then summarize the post with a link back to your blog.

This can also be a way for more casual readers to save blog posts for later. It's ideal if people read your blog posts immediately, but with the Pinterest link at the bottom with other social media shares, it is a simple way for someone to save the post for later.

Always try to keep on top of what is happening right now on Pinterest. Head over to the button shown on the right of the search bar. Click here to open up the topic menu — on the top left is a 'Popular' label.

Image of Popular Section on Pinterest

Here you'll find the trending topics on Pinterest – what is hot from pins, re-pins, likes and comments across the network. Get you inspiration and find out what your customers might be interested in right now. Seasonal, fashion and news-driven trends will emerge here.

Make it Targeted

There are 6 types of Rich Pins, which have enhanced information within the pin itself.

  • App Pins include an install button, so Pinners can download an app without leaving Pinterest.
  • Place Pins include maps, addresses and phone numbers.
  • Article Pins include a headline, author and story description.
  • Product Pins include real-time pricing, availability and where to buy.
  • Recipe Pins include ingredients, cooking times and serving information.
  • Movie Pins include rating, cast members and reviews.

Rich pins help you include more specific content to make your pins more useful. Pinterest has its own advertising product called Promoted Pins. Promoted Pins are pins that you pay for, so that more of your target audience sees them in relevant search results, category feeds and the home feed. This is a new option that has launched in the US and became available recently in the UK.

Using paid options can help you broaden your Pinterest audience and grow it more quickly.

Pinterest is a social network that is full of people who are sharing and looking for products. It is perfect for small businesses, especially those with highly visual offerings like fashion, lifestyle or arts-based products. Try out our Pinterest marketing tips and get pinning!