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How to use Pinterest to grow your business

Jennifer Lonoff Schiff | Jan. 5, 2016
Ecommerce and social media pros share 14 tips on using Pinterest to market your products.

“Pinterest allows up to 500 characters per pin, allowing a pinner to go into some detail about that specific pin and what makes it special,” explains David “Lando” Landis, the founder of Rocker Rags. “For example, when we're pinning a t-shirt from a classic concert tour or album cover, the 500-character description allowance gives us the opportunity to not only describe what is on that pin but to also give some back story as to what makes that item unique.”

That said, sometimes, less is more when it comes to copy. “Your content is less likely to be re-pinned if you have too much copy – [especially if] it looks spammy,” says Mallory Greene, who has helped over 200 companies promote their brand on Pinterest and is community manager at Wealthsimple. So unless your image has an interesting back story or needs explaining, “keep [the copy] short, [just] one to two sentences,” she advises.

7. Keep in mind that SEO matters on Pinterest, too. “Just like any smart business has an SEO (search engine optimization) plan for its website, a business should have an SEO plan for their Pinterest account,” says Gretchen Lindow, who runs Pinterest Assistant. “Proper Pinterest SEO includes keyword targets for each and every board; incorporating that keyword into that board's title once [and] into the board's description two to three times; and incorporating keywords into the description of every single pin on that board at least once.”

8. Use rich pins. “Rich pins include pertinent information about the product or service on the pin itself, so it eliminates additional research on the consumer’s behalf,” explains Langie. “If you are selling a shirt, for example, your rich pin would include real-time pricing, availability and where to buy. This tool, which is available to businesses, ultimately makes it easier for consumers to shop.”

9. Encourage immediate, spontaneous purchases with buyable pins. “Go a step further by implementing buyable pins,” says Jen Scott, an applications engineer at LYONSCG, an ecommerce digital agency. “Buyable pins, distinguished with a blue price and blue buy button, enable users to purchase products directly from pins. Currently, buyable pins are only available in the U.S. via the iPhone and iPad Pinterest apps, but plans to roll them out across all of North America are in the works.”

10. Post regularly – and try to time your pins to coincide with your audience’s peak viewing time(s). “Post a few pins every day or so,” suggests Orseno.  This keeps followers engaged “and keeps [your] boards and pins close to the top of any feed.”

To get better traction, time your pins to coincide with your target audience’s peak Pinterest viewing times.


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