If you’re ready to add Pinterest to your social media marketing plan, the next step is a strategy for posting business content and engaging with customers.
So you’ve decided that Pinterest is a good match for your small business and went ahead with the account creation process. Now what? It’s time to create a strategy for posting, engaging in others’ content, and replying to comments — all of which will ultimately help you build your followers and potential customer base for your small business.
When it comes to what content to post on your small business’ page, Nancy Shenker, CEO at theONswitch, said to view your Pinterest account as an “intelligent ‘scrapbook’ for one’s personal and business brands. Think of it as your corporate office where you decide what you want on the walls of your halls and your private office walls, shelves, and desk.”
Shenker also said it’s a good idea not only to post business-relevant content, but also personal values that tie to your small business. For instance, if your small business values sustainability or charitable acts, then integrate posts in line with those values. Stay away from controversial content though, she advised.
And just like most aspects of running your small business, you’ll want to ensure that your content ultimately serves your customer, according to Lorrie Thomas Ross, social media marketing expert and CEO of Web Marketing Therapy, Inc. “Content works when it is relevant, entertaining, and useful to the small business’ target market,” she said. “Think about who your audience is, what they value, what their values are, and then voice that through your content.”
It’s simple when it comes to engaging your followers and those you follow, Ross said. “You can save other pins to your board and make comments.” She advised business owners to routinely monitor the number of followers, comments, and take responsibility for responding to comments. Canva is the ideal online do-it-yourself-design tool to make appealing graphics that will resonate on the platform, she added.
To grow your following and Pinterest presence, Ross has some simple advice: “This is social media — you have to be social to create connections. You don’t make friends by hiding out, right? You have to give to gain. If you want to create content that works well on Pinterest, be positive and have fun. Content that is inspiring, attractive, and positive will motivate people to share it and comment on it!”