The first thing you need to do when starting with Pinterest is to start creating boards to hold your information and that of other people that you find interesting or useful, to create a portfolio. There are three different types of boards that you can create, depending on what you want your outcome to be.
These are boards that you manage for yourself. You will usually have created them to collate information around a particular category. These may be related to your product offering, or they may be to assist you in planning a major lifetime event.
Good practice dictates that you don’t pin to a number of different boards at the same time as it can be seen as spam. You should at least leave a couple of hours in between each. For every pin of your own, you should pin 3-5 of other peoples to show them that you’re not just about self-promotion. It also gives them a notification, which means they may also check you out, which can then help you promote your offerings.
Group boards are a great way to share content with diverse audiences. You can either get invited or ask to join. Make sure they align with your brand, check their virality score and number of followers, to ensure you are only joining popular boards.
A pin might get repined 2 years after you’ve written it, so it has the potential to keep on driving traffic. Anything pinned can be seen by your fellow contributors thereby extending your reach. If you start your own Group Board you have the option to agree your own rules, the subjects, the contributors etc. everything is your decision and you can shape it how you like.
To create your own, first decide the purpose of the Board. What will it be about, will it be broad in focus or will it be really specific. Then write the description, make sure it is keyword rich so it gets noticed. Be sure to include how people can join the board. Do they have to email you, or add their name to the comments box etc. Once you have added them as a contributor, you need to decide if there is a limit on the number of pins they can post on a daily basis, can they pin other people’s work, or just their own, can they add contributors to the board, or do you need to approve etc.
Then reach out to others in your field and invite them. It’s a great way to collaborate, with more pinners resulting in greater diversity of opinion in the pins and content, which gives a more well-rounded, interesting read for others. It also gives you greater reach as you now have access to their followers as well as your own. You can invite people in 2 different ways; 1st is to use their pinterest username, the 2nd is using their email address. Send an invite, of which they get notified and can accept and join. If you re-pin their work into other boards they will normally reciprocate with yours.
Ways to join Group Boards
- Join the Pinterest Collaborative Boards Group on Facebook. There’s always someone asking for contributors
- Check out PinGroupie.com. You can search for Boards on any topic. Look at the number of re-pins as this is a good indicator of popularity. Check out their virality score
- Check out the Boards of other pinners in your niche. Usually those with lots of followers will have a number of Group Boards at bottom of the page. In the description, you see owners email address. Follow and email to ask to join.
These are great for those of you who have business Pinterest accounts, but also want to save personal type pins. You can set up a board in the usual way, but then click on the secret option. This means that the board is only visible to yourself.
Another useful use of secret boards is when you have a number of pins to post and don’t want to pin them all at the same time, but haven’t yet got around to setting up a scheduling tool. Another reason might be to analyse whether pins that are personally pinned do better than those that are automated. You can add them to a board named “To Be Pinned” or something like that and then go in at regular intervals and move them to their appropriate board.
A third reason for having secret boards is when you are changing your strategy or adding a new board. You want boards that are full of highly engaging pins. Rather than deleting low engagement pins totally, you can move them to a secret board and think about what changes you can make before re-pinning. Once you have updated everything in the way you want, you can then publish by moving to an existing board, or by changing the board so it is now available to the public.
You can use them to create a team space, where everyone can contribute to your branding and promoting what a great company you are to work for. You can show your products in use and what’s coming up etc.
You can use them to collect information on your customers and clients. What is currently trending, what are people looking at and what is the competition doing well that you could learn from. You can also use it to collect information about a subject you’re researching, so that everything is in a handy place for curating.
You can use them to create a membership type site, so that only certain people have access, which can make them feel special. You can offer promotional products and special offers within the group, helping to create brand loyalty and you can provide additional training or other exclusive products/services to help word of mouth referrals and upselling of other products/services.
Lastly, even if you do only have a personal account, you may be planning a surprise birthday party, or trip away, so don’t want other people being able to inadvertently stumble across it. The easiest way to ensure this doesn’t happen is to create a secret board, which if you like, you can then invite a select few to contribute to the board. You do this by adding them as a contributor in the same way as you do when adding pinners to a Group board.
Some articles advise on not having too many boards, as pinners don’t want to have to scroll through loads to find the boards they are looking for. Whether this still remains pertinent is a matter of debate. I tend to search by topic and follow relevant boards or pinners, and then rely on Pinterest, based on who I am following, to suggest pins. I then search through to see which ones I find interesting and useful and pin those to my relevant board.
According to Pinterest the most popular categories currently trending are:
• Home decoration
• Ladies fashion
• Mens fashion
But even if you’re product or service isn’t directly related to one of these, there is no reason why you shouldn’t create boards and pins that are pertinent to your industry. One way of following these trends is to think about whether your product/service can be tailored to one of these categories. For instance, does your animal related product have any educational value to your pets, or could your current affairs blog post have a fashion spin or maybe you could include some humour?
Another way to identify the best Pinterest boards you should create is to look at your product offerings? Are there certain categories by which you could organise your business? Anna from www.whiteglovesocialmedia.com suggests setting up the following boards for your account
Tips & Tricks
- How To
- Your Products/Services
- Your Blog Posts
- Suggestions, so users/clients can add images of things they might want to you include in your offerings
- Showcase Community Projects that you’re part of
- Company Perks (so that your staff can pin freebies they’ve been given for being part of your team), which can then increase your brand, by championing the fact you’re a good, ethical, trustworthy company!
You can analyse which pins do well and delete or move underperforming pins as well as re-pin those pins that are high performing. You should also look at seasonal trends to see what type of pins work best at different times of the week, month or year. You can then move your boards around so that your most popular boards are the first to show up on your profile page.
There are a number of things that need to be considered when designing your Pinterest strategy. You need to plan out the optimum number of boards that you should have, based on your product and services offerings. Then think about whether you are going to create any Group boards and who you are going to invite to them. If you have the need to create secret boards, you can create and delete as you need to. The last, but most important thing, is that whatever boards you decide upon, make sure you clearly name them and that you have keywords and a good description on the board so that it can be found easily.