In March of 2013, Pinterest got about 53.5 million visitors, according to ComScore. RichRelevance found that Pinterest users spend twice as much as Facebook users on average. Sephora, the international perfume megastore, finds that their Pinterest users spend fifteen times more than their Facebook users.
The writing is on the wall. Pinterest is here to stay. In the early days, naysayers thought it was a fad and that its traffic would die. Time has proven them wrong. Pinterest is stronger than ever and is poised to keep on growing.
If you have a business that meets any one of these criteria, you should be on Pinterest:
- Sells physical goods
- Has a unique angle
- Caters to women
- Targets a local audience
- Has an end goal that can be photographed
Where Most Entrepreneurs Fail
Most business owners who try Pinterest find it hard to get traction. Why? It’s because they aren’t speaking the customer’s language.
Business owners often just upload photos of their products, their store or their customers. While this is interesting to them, it’s not all that interesting to other Pinterest users. To get real traction, you need to go further.
Here’s the right way to use Pinterest for business.
Tell a Story from Start to Finish
Stories are a great way to pull people in. For example, let’s say you’re a shoe company. Why not tell the story of how a marathon is run?
Follow one runner as they train. Take photos of them talking to potential donors. Have one photo of them lacing up their (your brand’s) shoes. Show them prepping on race day. Show them running the race. Show them crossing the finish line.
People love stories. People also love seeing behind the scenes. It’s infinitely more interesting than showing pictures of shoes.
Show Photos of the Benefits
If you’re selling a weight loss product, show photos of other people who’ve achieved six pack abs. Showcase their methods and their meals. If you sell high- end steam cleaning equipment, show pictures of well-designed, pristine living rooms.
Show the end product. Yes, you want to showcase your product in there somewhere, but it shouldn’t be the focus. Give people the dream. That’s what they want to spend hours looking at.
Do Visual How-Tos
If you’re a Japanese restaurant, shoot an amazing looking sushi dish. Then walk people through step by step through how they can make it themselves. If you’re a personal trainer, show people how to do a proper leg lift, photo by photo, position by position.
Again, make your photos useful. That’s what’ll actually get people to repin and comment. The focus should be on what your audience needs, not on promoting your business or product.