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Wednesday, February 22, 2012

The Pinterest Marketing Guide for Small Business

Posted by @ 6:42 pm

The interwebs has been abuzz over a “newly interesting” web based pinboard service called Pinterest.

I say it’s “newly interesting” as Pinterest is hardly new, having launched back in 2010 – but it’s definitely been generating a lot more discussion of late. And this is probably because the service has moved from being just a novel web pinboard to being a more mainstream tool which businesses are adding to their marketing arsenal.

So What Is Pinterest?

Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.

Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.

According to the company:

Our goal is to connect everyone in the world through the ‘things’ they find interesting. We think that a favorite book, toy, or recipe can reveal a common link between two people. With millions of new pins added every week, Pinterest is connecting people all over the world based on shared tastes and interests.

So Why is Pinterest Important For Marketing Your Business?

Pinterest is growing at a phenomenal rate. Figures at the end of 2011 saw it growing faster than the likes of Facebook and Tumblr and it featuring in the top 10 social media traffic sites.

And here’s how it can benefit your business?

Branding – Other than obviously securing your social profile on Pinterest, which secures another spot on Google for your brand, it’s also a way to build your authority on a popular network. What you choose to “Pin” and share reflects on your business.

Link Building – every “Pin” and “Repin” creates a link back to the image source (which in most instances will be on your website. Every decent link counts towards your SEO efforts.

Social Referral – Many purchasing decisions, especially in the consumer space, are now driven by social referrals and recommendations. Everytime someone pins your brand or products, they’re endorsing you across their network – driving business to you!

Traffic – Pinterest is getting mind blowing traffic growth at the moment. With each Pin linking back to your websites, people are going to be discovering your products and clicking through to your business. There’s significant traffic opportunities for the right businesses on Pinterest.

Keys to Pinterest Success?

  • Invest the time – It’s social marketing… so it goes without saying it won’t be ROI positive overnight. You really need to invest the time (especially in the beginning setting it up) and be consistent, pinning and reviewing regularly.
  • Build your network – Pinterest has a very captive audience. You’ll be amazed at how many people will find your “pins” even without building your network. But, if you want the right people seeing your pins, actively follow the influencers in your space.
  • Be strategic – It’s easy to get caught up in “pinning” everything, and repining randomly. But think about what reflects best on your business and what is most likely to appeal to your audience and drive referrals and traffic.
  • Leverage your social sphere – Pinterest integrates really well with many other networks such as Facebook and Twitter. So you should use your social sphere to drive eyeballs to your pinterest work and make sure your efforts are generating maximum results.
  • Add value – Don’t fall into the traps of just “pinning” obvious self-promotion. In the social space, people are seeking conversation and convergence – not broadcasting. So “pin” things of general interest around your own stuff to build a truly captive network.

If you want the low down on how to best execute your Pinterest marketing efforts, check out this handy little infographic from “Marketing on Pinterest

Good luck…and happy pinning.

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Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

Discussion (4 - comments)

[...] The Pinterest Marketing Guide for Small Business [...]

By The Pinterest Marketing Guide for Small Business | RM2 Project - February 22, 2012

Pinterest has certainly grabbed headlines, particularly among marketers. It appears most marketers are learning how to position their brand for success on Pinterest. It’s clearly an evolving situation. Articles like this one and those included in this Pinterest Marketing presentation can really help marketers be successful with Pinterest.

By John Rode - February 23, 2012

I can see how Pinterest can help a company to market themselves, especially a business like mine where the pictures of our products speak for themselves. It’s amazing how much social media marketing is out there, the problem is that there is so much to do and so little time to do it in. I am now outsourcing all my SocioViral marketing to a company called Magicbuz who have teams of conversationalists that do personal business marketing on all the social platforms.

By Tim Blore - February 23, 2012

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