- 08/19/2013

Ecommerce, Social

The Small Business Guide to Marketing on Pinterest

If you haven’t gotten started with Pinterest, now is the time. Pinterest is the social network that encourages people to share images as pins – and product image sharing is especially frequent.

With 70 million users and studies that have shown Pinterest users spend more with brands than Facebook fans, Pinterest is definitely the network to consider as a part of your online marketing strategy. Here’s what your small business needs to know about getting the most out of Pinterest.

You Don’t Have to Be on Pinterest to Benefit

Having a Pinterest account isn’t going to be the deciding factor of whether your website visitors will share your product images on their Pinterest boards with their followers.

If your goal is to just have people pin your product images, then you need to focus first on website optimization.

Particularly, you’ll want to do the following:

  • Include great product images on every product page on your website. In addition to having an image of just the product itself, include creative photos of the product in use, such as a model wearing a piece of clothing, a piece of art in a beautiful room, etc.

  • What do Pinterest users like to pin more than just product images? Images from how-to articles. See if you can incorporate your products into recipes, DIY, and other tutorials.

  • Add a Pin It button to your product pages to make pinning easy.

Even if you’re not on Pinterest, your customers are. Give them great images to pin and a pin it button to seal the deal!

But Being on Pinterest Does Help Build Brand Engagement

While you don’t have to be on Pinterest to get pins and traffic back to your website from Pinterest users, having a business account can help you tune into your customers on Pinterest.

You can visit Pinterest Business to start a new Pinterest business account or convert a personal account into a business account. Once created, make sure you connect your website, Facebook, and Twitter account so people visiting your Pinterest profile can click through to your other online outlets.

Your next goal will be to find your ideal customers on Pinterest to see what their interests are. For example, if you sell kitchen utensils, your ideal customers are probably pinning recipes. If you sell paint, your ideal customers are probably pinning home decoration inspiration.

So should you pin your own products on your Pinterest account? Yes, but in moderation. The majority of your pins should be of things that interest your customers that are not yours. That way, when you sneak in the occasional new product or how to article from your own website, people will be just as likely to click and share it as your other pins based on usefulness instead of seeing it as being overly promotional.

You can also use your Pinterest account to thank the people who pin your images. Just use the following URL, and replace domain.com with your website’s domain.


This will show you all images pinned from your website along with the users who pinned them.

A quick thank you can increase your fan base and customer loyalty.

Measure Your Pinterest Results

While we may not connect to Pinterest just yet (but it is coming soon!), a free trial of SumAll can show you the whole picture of your online marketing strategy. Connect your Google Analytics and other accounts to see how an increase in traffic from Pinterest and other networks drives new business.

This way, once Pinterest has been added to the SumAll lineup, you’ll have great historical data to compare your Pinterest activities to see results!