In small business, getting your name out there is often one of the most difficult tasks. With lower margins and fewer employees, marketing strategically is increasingly important to the success of your business. That means utilizing social media to its fullest potential, and sometimes in unexpected ways. As a small business owner, you know that Facebook and instagram are essentials at this point. However, there is another social media channel with engaged users who are receptive to brand discovery: Pinterest.
Why Does Pinterest Work for Small Business?
You may not think of Pinterest as a social platform, but the fact is that its 250 Million monthly users share hundreds of pins each day, 2/3rds of which are branded content. Pinterest continually traffic and purchases for large and small business owners alike.Almost 90% of Pinterest users use it to make purchase decisions. They aren’t just pinning things they dream about, they’re using the images shared on the site to help them decide what they’ll buy. What’s more, 97% of monthly searches on the platform are not branded. Since users on Pinterest are usually trying to discover new brands in order to make a purchase, this means they are the ideal audience for small brands.
For an added boost for small businesses, Pinterest’s search algorithm doesn’t give preference to larger accounts. Unlike Google or Instagram, small and large businesses have equal chances of appearing in a relevant search, if their content is of equal quality. So as long as your content is relevant and high-quality, your content has just as much opportunity to be seen as other larger businesses.
Pinterest also offers strategic advertising options for those with a budget. While organic shares do drive traffic, studies have shown that 50% of users make a purchase decision after seeing a promoted pin. To make the most of your Sponsored posts, try targeting even more specific demographics within the site.
How to Set Up Your Pinterest Profile
It’s important to learn how to properly set up your small business profile to remain competitive on the site. Despite the fact that Pinterest is still somewhat underutilized, there’s still plenty of posts to compete with for every valuable market. Here’s what you should focus on:
1. Your Profile Page
To make your profile page easily discoverable to your ideal audience, use keywords in the “about me” section. Include important keywords in your market to show up more often in searches. Pinterest uses a similar system to Instagram’s hashtag feature to help users find the content they’re looking for.
While it isn’t necessary to create a ‘business’ Pinterest account, they do give you access to certain perks. With a business account, you’ll be able to access marketing education and performance insights.
2. Make it Easy to Post
With likely more than one platform to post on each day, it’s essential to make sharing and posting as easy as possible. Include Pinterest buttons on your blog to make it easy for other users to share on Pinterest for you.
In addition to tailoring your content to Pinterest, you should consider using a post scheduler. For any business owner serious about generating traffic and leads on social media, regular posting is essential to grow your audience. You’ll need to do your research on which is right for you, but it can make sharing regularly much easier.
3. Create Great Content
As with any successful marketing, it’s critical to create content that is quality and eye-catching. Spend some time on Pinterest to understand what kinds of posts do best.If your business isn’t complemented by highly visual posts, that’s still okay. 30% of Pinterest users want to see pins with links to more information. So you can still create compelling and engaging content that solves a problem to drive traffic.
Pinterest allows users large and small to them to compete alongside each other, making it an ideal platform for small business owners. To learn more about how to set up the ideal Pinterest profile, take a look at this infographic by Fundera: