{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Being from San Francisco, I’ve always had a soft spot for the underdog small business or high street boutique, and coming from a social media background, I love to stay on top of new ways social can help this market segment.

In the past, we've looked into how Pinterest can be used for link building and blogger outreach, as well as some of the big players getting involved with the new niche social network.

But can Pinterest still even be considered niche?

Our recent Adobe Quarterly Digital Intelligence Briefing: Managing and Measuring Social found that 37% of marketing professionals from agencies and the client-side (a near-equal mix of B2C and B2B across industries in Europe and North America with a concentration in the UK and US.) are currently active on Pinterest, proving it is a real driver for big retailers especially.

Here is how that break down worked across the socials polled:

I think the argument for Pinterest needs to be made beyond SME and Enterprise, and that it’s high time small business started championing how they are using the “repin” to align themselves around particular content in the wider “taste graph” (meaning beyond Facebook) and social discovery movement.

Here at Econsultancy, our Social Media Manager Matt Owen maintains a board, and we’ve even already seen revenue, not surprising as our studies have already shown higher ROI via Pinterest per click than Facebook.

With this in mind, Matt and I have prepared these takeways for how small business should approach Pinterest.

Five small business success tips for Pinterest

  • Search similar users. Take the time to find users in advance who are properly aligned with your audience and industry, and remember an individual's network can easily exceed an organisation's. Click through to profiles and look at how many likes and followers a board creator already has for a smart targeted list.
  • Define your content. Don’t think your business suits for images? Think again, many high level stats or takeaway principals can be turned into infographics with tools like visua.ly. Here is an example of a freelancer using more advanced infographics on digital marketing.

  • Focus on quality not quantity. Much like Twitter, you want to manage your signal to noise ratio by not over doing it on repins, and by only pushing content you created that you really get behind.
  • Think like an online retailer. You are creating an online brand around the content you choose to repin, so make sure it is products and services you yourself would see in an online catalogue if you don’t already have one. 
  • Drive a call to action through imagery. Here's an example of a product from a small online retailer Ohgizmo.com -- an arcade joystick lightswitch. Instead of the product sitting alone on a countertop, the imagery shows it being installed so people get it when they run across the repin, and are more likely to click through to buy.

 If you are a small business using Pinterest and seeing great returns, we’d love to hear from you! Let me know below, or give me a shout at @RyanSommerHQ

Ryan Sommer

Published 17 September, 2012 by Ryan Sommer

Ryan Sommer is web veteran and recovering expat who contributes to Econsultancy on startups, content marketing and new media. You can connect with him on LinkedIn, follow him on Twitter, or add him to your circles on Google+

91 more posts from this author

Comments (9)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Nick Stamoulis

Pinterest is great, especially for B2C businesses, because it lets you highlight each product and tell a story. Visually driven businesses can really benefit from it, no matter how small they may be.

about 4 years ago

Avatar-blank-50x50

Mitch Rezman, VP at WindyCityParrot.com

We're seeing from $100 - $1000 per month in revenue conversions from our niche (Bird Care) Pinterest Page

about 4 years ago

Avatar-blank-50x50

jared

Pinterest has become a great way to build interest in new content you create. It's also a great way to increase sales on certain products.

about 4 years ago

Avatar-blank-50x50

Elena

I think your advice with pushing your own content slightly contradicts focusing on quality. Although your own content should be on Pinterest, it's not always the best piece of information your audience will benefit from. I think mixing it up and giving your followers a variety is a good idea.

almost 4 years ago

Ryan Sommer

Ryan Sommer, Freelance Consultant

You are well noted Elena, and yes, I agree with you here.

Jared and Mitch, thanks for chiming in.

almost 4 years ago

Avatar-blank-50x50

Pinterest Pro

I couldn’t agree more! As a small business owner I’ve had a tremendous amount of success via Pinterest! An excellent Pinterest Influencer Network that’s played a huge part in this success is PinLeague. They’re basically a one-stop shop of Pinterest marketing resources definitely worth mentioning. Hope this helps and thanks

almost 4 years ago

Avatar-blank-50x50

Jennifer Sneeden, Boca Raton Therapist

I'm still getting the hang of Pinterest, and as a therapist have struggled with the "visual" aspect. Love your idea to use visua.ly - gonna go check that out. Thanks.

almost 4 years ago

Avatar-blank-50x50

Kelly

Great article! But, you spelled visual.ly without the first L (and it was repeated in the previous comment). Luckily your link goes to the correct website, as the other website related to Pinterest! Thanks for the info.

almost 4 years ago

Ryan Sommer

Ryan Sommer, Freelance Consultant

Cheers Jennifer, glad you found Visual.ly to be a good tip! And Kelly, thanks for the spot, will update :)

Ryan

almost 4 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.