A Guideline to Pinterest for Your Business
So you’ve decided that Pinterest is a good move for your business – congrats! Pinterest can be a great way to interact with fans and customers while sharing content that helps people better understand and relate to your brand. But depending on your line of work, it can be tricky to maintain a professional Pinterest profile.
Maybe your profile isn’t as up to snuff as you think it is. Or perhaps your pins just aren’t what they should be. It’s easy to get “pin-happy” while you’re browsing the Internet – saving and sharing anything and everything that catches your eye.
As long as you stick to a few easy guidelines while you’re using Pinterest for your business, it’s not so difficult to maintain both a professional and personal demeanor on this social network. Use these tips to ensure that your Pinterest is on par with your brand’s standards.
While your pins do most of the talking for you, your Pinterest profile is an important introduction to potential followers. Since Pinterest is primarily visual, you’ll want to make sure you have a clear, high-quality profile image. Whether you choose your brand’s logo, a picture of the team, or even a personal photo if your brand is yourself, make sure it’s a good one.
Much like on Twitter, your Pinterest profile bio must be contained to a short amount of characters. Use this space to explain what your brand is about while expressing a little personality – after all, Pinterest is a quirky site and you don’t want to be too stuffy. For example, Google Glass’s Pinterest account description simply states, “Getting technology out of the way.” It describes what their product does in a unique way, embracing the creative aesthetic of Pinterest.
Probably the most important aspect of your Pinterest profile is the way in which people connect to you. Make sure that you have your location listed, as well as your website URL, and links to your other social media accounts so that Pinterest followers can become Facebook and Twitter followers as well. You can easily add this information by visiting the Settings page of your account at the dropdown menu at the upper right hand corner.
Pinterest is like a filing cabinet of information with each board acting as a folder. Keep this analogy in mind when deciding what to name boards, what cover photos to choose for them, and what to pin into each board.
In determining how to label your boards, it’s best to err on the broader side than to be too specific. If you have too many specific categories, you’ll end up with more boards than you can handle and you’ll also have a hard time filtering through your boards to find which one fits your new pins properly. Say Nike decided to pin a pair of basketball shoes; pinning them onto a board entitled “Shoes” is probably too broad, but “Basketball Shoes” is also rather specific. A board entitled “Basketball” would allow them to pin not only basketball shoes, but other basketball equipment as well as content about basketball. This title will also likely draw in followers much better than “Basketball Shoes”, since far more people will be interested in the sport than the specific shoe that goes along with it.
As far as the determining the correct amount of boards for your company, it’s pretty much up to you. In general, it looks less professional if you’ve only got 3 or 4 boards, but it’s also overwhelming to have 40 or 50. Aim for a mix of quality and quantity – 8 is a good number to keep up with.
Finally, make sure your cover photos are high quality and fit with the theme of the board. It’s best to avoid cover photos with any text and stick to visuals. If these images are good enough, much like book covers, they will entice users to buy into the contents immediately.
3. Pin Content
Selecting Pinterest content is fairly straightforward. As a company, there are two types of content you can, and should, post:
- your own content
- content with which you are happy to associate your brand
You want to have a good mix of these two types of content, because people aren’t going to be interested in just browsing through products they can find on your website, but they likely do want to see some of your own stuff if they’re following you on Pinterest.
A good example of a company that mixes their own products along with inspiring pins is Equipment, a clothing company. Their site has boards titled by color; within each board are pins of their own products that are that color as well as inspiring images of the same color.
Try getting creative in mixing your own pins and pins you’ve found from others – you may find that it’s a fun challenge!
4. The Pin Itself
As with your profile and pin boards, you’ll want these to be high quality and visually pleasing. Try not to pin things that don’t have a good-looking image, as doing this too frequently might lead followers to unfollow you. If you find a pin leading back to an article or website that you really like, but it has a poor image, try adding the website yourself and finding another image from the page that works better.
Also, make sure you personalize the text that is mandatory for each pin. When repinning content from other users, it is always good to erase their previous comments on the pin and add your own, otherwise you could end up pinning a comment that is entirely inappropriate for your business.
There’s no science to Pinterest – you’ll get the hang of it as you go along – but if you follow the above guidelines, you can be sure that your Pinterest will be seen as professional by your followers and potential customers.