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                        How to Use Pinterest for Business

                        by April Maguire
                        Last Updated Monday, February 17, 2020
                        If you're not using Pinterest for business, you're missing out on a proven and reliable social media marketing platform. Here are seven tips for attracting prospects using Pinterest.
                        how to use pinterest for business
                        Image source: Depositphotos.com

                        Is Pinterest part of your marketing outreach? If not, you may be missing out on a valuable way to promote your products and services. The No. 4 social site in the country, Pinterest ranks ahead of Twitter, Whatsapp, Snapchat, and even LinkedIn in terms of popularity. In fact, 28 percent of Americans have an account on Pinterest, with 77 million using the site each month. More than a place to connect with friends and family, Pinterest serves a unique function in that it helps its users, known as Pinners, to achieve their goals and dreams.

                        One of the reasons people flock to Pinterest is that the site offers inspiration for a variety of tasks. People planning a wedding, redecorating a bedroom, or planting a garden, can find “Pinspiration” on this social site. More importantly for business, companies can use Pinterest to connect with current and potential customers, showcase products or offer tips and tricks to position themselves as an expert in the field.

                        Use these 7 marketing tips to attract attention and potential customers on Pinterest.

                        Pin Regularly to Market Your Business on Pinterest

                        You won’t benefit from using Pinterest for your business if you post only sporadically. To build your Pinterest community, and benefit from marketing on Pinterest, aim to post every day. While expert opinions vary, one social media authority recommends posting at least three and not more than 30 pins on a given day. Along with helping you create a robust Pinterest presence, this practice maximizes the number of people who are seeing your content.

                        Don’t have time to pin content multiple times a day? Schedule your pins in advance using Hootsuite or another social media service. 

                        Take Advantage of the Holidays

                        Social media marketers have long used the holidays as a way to promote their products and services more effectively. However, Pinterest is especially good for sharing seasonal content. To give your current and prospective customers time to prepare for the holidays, Pinterest suggests that you start sharing seasonal content a month to 45 days in advance. Unsurprisingly, the Christmas season is one of the best opportunities for brands, with Pinterest users making 321 searches during the December holidays. Halloween is also a popular time to go on Pinterest; the site receives 227 million searches related to this spooky time of year. According to Pinterest, pins that celebrate holidays and seasonal events result in a 22 percent jump in web sales for the businesses that post them.

                        Create Pinterest Boards and Instructographics

                        One-off posts may work well for Facebook and Instagram. However, to succeed on Pinterest, marketers need to create Boards that fans can follow. For example, a jewelry company could create a Pinterest Board that shows off their products or one that features customers wearing their pieces for different events and occasions. Other effective marketing choices include tutorials, DIY boards, and boards where customers can share their own related pins. 

                        Additionally, small businesses can build a Pinterest following by sharing instructographics. This Pinterest-invented term refers to infographic boards that teach people how to do something, like set an eye-catching Thanksgiving table or host an Academy Awards party.

                        Utilize Your Description

                        Pinterest might be a visual medium, but that doesn’t mean the words you include with your posts aren’t important. On the contrary, each pin should feature a description that provides context while melding with your business’ brand. While each description allows for 500 characters, searchers are likely to see only the first 50 or 60, so make sure to place key terms and information upfront.

                        To make sure your pins get found by the right users, marketers should also pay attention to SEO. Start by using Google AdWords to find keywords that are relevant to your business. For example, a clothing company might want to look for terms related to fall clothing trends or hot looks for summer. By adding some hashtags to your pin description and titles, you can ensure that your content is seen by more searchers. 

                        Analyze Your Business’s Pinterest Performance

                        Like other social sites, Pinterest offers an Analytics tool that enables businesses to assess how their current campaigns are performing and create more effective ones moving forward. To use this feature, simply visit the site to verify your account. You will then be able to access the Site Metrics tab to track important information, such as how often your pins appear on Google, how often users see your pins, and how many of them navigate to your website directly from Pinterest. You can also see where your traffic is coming from and make adjustments accordingly. For example, if most customers are viewing your content on their smartphones, it’s important to make sure your site is mobile friendly.

                        Additionally, the Analytics tool shows marketers which of their pins are performing best. By viewing impressions and engagements for pinned content, you can better tailor your marketing efforts moving forward.

                        Pin at the Right Time

                        Pinning content regularly is important. However, that doesn’t mean you can post at any time of day and ensure the best result. The fact is that pinning content at certain times of the day results in more views. According to social media analysis company SocialFresh, companies should consider their target customers’ habits with regard to using Pinterest. However, in general, the best times to post are between 2 pm to 4 pm and 8 pm to 1 am. Additionally, HubSpot recommends posting content on Saturday mornings to maximize engagement. 

                        Talk to Your Followers

                        While posting regularly is essential to Pinterest success, marketers also need to engage with their customers if they hope to keep them loyal. Many businesses take time to respond to Facebook or Instagram comments, but they don’t always remember to address Pinners’ comments and concerns. For best results, strive to reply to comments in a timely fashion and use followers’ names for a more personal touch.

                        © 2020 Attard Communications, Inc. All Rights Reserved. May not be reproduced, reprinted or redistributed without written permission from Attard Communications, Inc.

                        A graduate of the Master of Professional Writing program at USC, April Maguire taught freshman composition while earning her degree. Over the years, she has worked as a writer, editor, and content manager. Currently, she operates the freelance writing business April Maguire Ink and lives in Los Angeles with her husband and their three rowdy cats. 

                         
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