How I Curate a Business’ Pinterest Feed
In March of this year, I began running the Pinterest account for January Jewelry, a business owned by a local metalsmith named Melissa. After four months of working with her, she recommended me to another business, The Yellow Bird. Today, I’m going to explain how I discover, select, and present pins to our Pinterest audience in 3 steps.
First off, where do I find pins?
Business’ Instagram or Facebook profile
Instagram (search by hashtag)
WeHeartIt (I’ve found there are more vertical images here, as opposed to stock image sites.)
Blogs I trust that have credible, relevant info for our audience (In the case of The Yellow Bird, a natural skincare company, I frequently pin from Dr. Mercola, Wellness Mama, Mommypotamus, Honesty for Your Skin, and clean-eating blogs.)
Pinterest home feed follow the right people! See more on this below.
For each account I work with, I create a secret board called Resources for Pins. This is where I pin websites or accounts that will consistently provide me with fresh content relevant to x audience. Some pins are a fluke, a randomly gorgeous photograph amid old blog posts, but other blogs or Instagram accounts can give you pins for weeks! This helps me and the business owners if they ever choose to begin running the account themselves.
It’s also important that you follow people you are genuinely interested in. This will fill your feed with high-quality, interesting pins that you can then repin! Following to get a follow-back doesn’t usually work on Pinterest. These days, it’s a well-known tactic that customers are wary of.
Second, I fill up the schedule for the week
I use Buffer to schedule out and organize all of my Pinterest content and aside from a few quirks, I love it. I spent the first month setting alarms on my phone and trying to at least pin during the window of time when the most people are on Pinterest. That was a disorganized, inefficient system and I quickly saw the need for a scheduling tool. At $10 a month, Buffer was very affordable and I was able to convince my employer to cover the cost.
On every single pin, I write a caption. In very few cases, I leave what was said previously, but most of the time I write it myself. This gives a consistent feel to your pins and also makes you seem human.
Third, listen to the data
Okay, you’ve got your boards, your pins, your captions- everything looks good! Now you’ve got to review the data. What’s your most popular pin? Which boards are the most popular? What gets the most clicks?
By finding and analyzing this information, you can see who your pins are reaching, what they’re interested in and what they’re not, and how you might want to change your strategy in the future. In general, I’m bad about digging deep into my data and it’s been helpful for me to make weekly/monthly reports that I send to my clients. These detail how the audience has grown, what our audience likes, how many people have visited our website from Pinterest, and other pinfluencers we might want to partner with.
And that’s how I run Pinterest accounts!
It’s a constant learning process, but for the time being, I think I have a good rhythm. Pinterest is a fantastic place for business- in Omnicore’s Pinterest by the Numbers: Stats, Demographics & Fun Facts, they say that
72% of Pinners use Pinterest to decide what to buy offline. 93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest.
It combines the gorgeous visuals of Instagram with a powerful search engine and the ability to quickly click to blogs, products, videos, you name it! In the 6 months since I started the account for January Jewelry, we’ve gone from 0 views to a monthly average of almost 400,000 viewers! In the next 6 months, I want to increase the viewership but more importantly, find the people who are interested in our products and our business. 1 purchase is better than 1,000 impressions.
If you’re looking to start using Pinterest for your business, I hope this has been helpful! This is information I wish I had been given when I first started out- there are so many ways to simplify and optimize your time with Pinterest. Good luck with your Pinterest endeavors!