Pinterest is growing fast and has definitely found a steady position in the social media landscape. It’s like collecting baseball cards. It’s creating mood boards for your home redecoration. It’s your online recipe book. And Pinterest marketing could help your business as well. In this post I will explain how you can use Pinterest as a part of your online marketing mix.

First things first

A lot has already been written about Pinterest marketing by others, so let me explain why we felt the need to do yet another post about the subject. Pinterest has become interesting for any social marketing strategy. The use may be different, but all companies can find a valid reason to be on Pinterest.

Having said that, let’s start with some numbers:

  • Pinterest has over 100 million monthly users;
  • 85 percent of the people that use Pinterest is female;
  • Age wise, 67% of Pinners are under the age of 40 and 54% the Pinners are women aged 34-55;
  • Two-thirds of the content saved to Pinterest comes from businesses.
  • 93% of active pinners use Pinterest to plan future purchases. A whopping 87% purchased something after seeing it on Pinterest.

Note that these numbers aren’t provided by Pinterest (that would be nice), but are found on a number of websites. If you have more and more up-to-date numbers, let me know. Even in this more scientific report (PDF), numbers are not per se Pinterest’s, but a collected sample. However, despite the lack of trustworthy numbers, we can agree on the fact that Pinterest is still growing and as a result of that, Pinterest marketing could be interesting for any business.

All in all, Pinterest marketing must look appealing to you as well right now. But you are probably wondering how.

How to use Pinterest marketing for your business

Pinterest, like Facebook and Twitter, adds another site for you to maintain. If you feel that you don’t have the time for another social media platform, don’t even try it. You might get hooked and blame me for that. If you take your business seriously, and thus your social media, keep on reading.

Read more: ‘Social Media Strategy: where to begin?’ »

On your Pinterest page

Pinterest marketing, like Pinterest itself, evolves around pins and pin boards, where pin boards are simply collections of pins and pins are (collected) photos or videos.

Pin Boards

After creating a (business) account (be sure to add a great bio / description for your business), your first step is probably to create a board. If your first step is the pinning of a photo, you will be asked to create a board after that. You have to create the right boards. That board needs to have a decent, creative title and a great description. As it is an image based platform, be sure to focus on ‘activities’ in your boards, not on your product. Let me illustrate that:

  • if your product is speakers, show people enjoying music;
  • if your product is paint, show things that have been painted, not the cans;
  • if your product is consultancy.. well.. eh.

I think that last one will trigger recognition for a lot of people. But that’s the beauty of Pinterest marketing; to get a following, you actually don’t always have to create boards about your business. At Yoast, we have a LEGO board that has over 600 followers. By the way, the consultant in my example could for instance pin great infographics.

Pinterest board: 90's Nostalgia

BuzzFeed’s 90’s nostalgia Pinterest board

If you are able to figure out the interest of your target audience, of your potential customers, you can get to them via these subjects as well, of course. Pinterest is about personal interests too. And as with most social media, if you make it personal, most followers will appreciate that.