THE BRITISH LIBRARY

Innovation and enterprise blog

28 January 2015

Top tips: Pinterest as a visual bookmark for your business

Pinterest thought leader Vivienne Neale gives us her top tips to master Pinterest for your business. Vivienne will give a workshop on the same topic on 18 February 2015 in the British Library, Business & IP Centre for which you can register here.

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Using Pinterest for business

The world of social media is a crowded place. Many new social networking sites are popping up and trying to compete with giants like Facebook, Twitter and Instagram. Deciding which social media tools are right for your business can be a challenge. Thus, it is crucial to learn from experienced practitioners when delving into the social media sphere.

Once you take the plunge it is not enough to have a presence online, you must also stand out to make a worthy return on your time investment. Pinterest is a fast growing social media platform that is used as a visual search engine by businesses and consumers alike for inspiration, research and for shopping. 

Vivienne writes regularly about Pinterest, develops Pinterest strategies for companies in the UK, Europe and the US and beta-tests Pinterest-related products. We had the chance to ask her some key questions about Pinterest in anticipation of her workshop.

Hi Vivienne! Why do you think Pinterest has become so successful when Facebook, Instagram and Twitter can also manage images?

Pinterest is unique. It taps into our scrapbook passions. It allows us to collect ideas in a very easy to manage place, grouping pins into boards and creating a thing of beauty. Pinterest’s main advantage is a direct link to the image source the user can visit. Here lies the strength for marketing!

How can small businesses use Pinterest?

The key to using Pinterest as a business tool is to share images and content your customers love, related to your niche. If you are a florist, you may want to create an account about flowers with boards on wedding ideas styles, garlands, church decorations etc. Pinterest is about aspiration and inspiration - visualising the ideas and concepts behind your brand.

A bed retailer might have pins grouped under heading such as, “10 tips on getting a good night’s sleep”, “Bad Back Fixes” or “Foods to avoid before bedtime”. Use your creativity but ensure your pins are optimised to their full potential. With the introduction of Pinterest’s Smartfeed in 2014 you can enhance your account easily. You can also share content marketing on Pinterest by creating an infographic or a photo collage.

How can you measure the impact of Pinterest on your customers/business?

Analytics software can measure what is happening on your page. Pinterest offers some basic analytics, but there are many other existing software packages that provide more depth of information. For example, Tailwind and Ahalogy are great Pinterest analytic tools. Never underestimate talking to your customers either - ask them if they have been to your Pinterest site, what they thought, what they liked and what they hope to see in the future.

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How can a services company, who does not have a product, use Pinterest?

Services firms can greatly benefit from Pinterest too. For example, an architecture firm can showcase their work and inspiration; a psychologist can create boards with stress busting images and inspirational quotes. Just consider “What would be useful, interesting, entertaining or educational for my customer?”

How much time should a business invest in Pinterest to make it a success?

For many, Pinterest is a joy and can find it difficult to log out! I post 100 pins per week spread over seven days and schedule them using a management tool. It is a time investment but it pays off. If it is in your budget you can pay experts to manage your social media account too.

How can I protect my copyrights and intellectual property (IP) rights on Pinterest?

There have been a couple of cases in the US where brands have made a complaint to Pinterest about the violation of intellectual property, but there have been no prosecutions. If a brand or business does not want its content being pinned then it must insert a line such as: ‘Content on this website is considered to be intellectual property of ********* and cannot be shared, published, printed without authorization’. To find out more about intellectual property you can also attend a Beginner’s guide to intellectual property workshop in the British Library, Business & IP Centre.

What are your top tips on using Pinterest for business?

  • Put a ‘Pin it’ button on your website – making it quick and easy for anyone on your site to pin your images and information
  • Use engaging board titles
  • Use a business account and not a personal account. Verify it and ensure your profile and board details are completed in full
  • Use good quality images, portrait orientation
  • Get familiar with Rich Pins; they include extra information right on the Pin itself
  • Come along to my workshop in the Business & IP Centre to find out more and ask any questions you may have. Register here

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