People are drawn to high quality, magazine worthy images. Pinterest makes it possible to use gorgeous, easily shared images to drive traffic to your website. The more users that visit your Pinterest boards, the more traffic you'll generate for your website. Companies with physical products are an obvious fit for Pinterest. However, there is a place for brands with more abstract products and services as well. With a little creativity, you'll be developing high traffic Pinterest boards, taking your website traffic to the next level.
Think outside of the box
Consider subject matter that is relevant to your customer base. Even if you sell tangible products, you don't want to create boards solely based around your products. For example, as a shoe company, you can position yourself as an expert in the fashion industry, creating boards around wedding clothing or top color trends for the spring. Remember that you don't have to pin photos exclusively. A strategically placed infographic with an appealing layout and a well thought out caption may be just as popular as a gorgeous picture of your best selling pair of shoes.
Partner with prominent pinners
Typically people don't go to Pinterest to find content from a specific company. Instead they'll come across your content through other users and websites. Partnering with pinners that your target audience follows or wants to follow increases your exposure with the right people. Consider asking that pinner to repin or post pins on behalf of your company in exchange for repinning or posting their pins. When users repin or comment on your content, comment back and follow them to further increase your exposure.
Create an editorial calendar
Plan out which original content you'll pin and when you pin it to maximise your efforts on Pinterest. For example, if you run a financial company that offers tax services, you'll want to promote your services heavily during the weeks leading up to the tax deadline. Don't forget to plan cross promotion as well. If you have a large following on Facebook, share links to a selection of your pins.
Steer clear of obvious marketing, logos, and advertisements
Pinterest users aren't part of the network because they want blatant advertisements. The site is intended to have the look and feel of organic user generated content. If you choose to include logos, keep them subtle. You also don't want to overdo the number of pins that direct users back to your website. Strive to link to a mix of websites, repinning images from other accounts as it makes sense to do so and pinning your own content sparingly without mentioning your own company every time.
Focus on awareness instead of return on investment
Pinterest content sticks around considerably longer than content on other major social networks, such as Facebook and Twitter. The estimated half-life of a Pinterest pin is three or four months, which is a lifetime compared to the eight minute half life of a tweet. As long as you're pinning well, you'll get a lot of longevity out of your content as it's repined and shared. Concentrate on topics that will inspire users to create boards around them. For example, if you pin a tutorial for distressing a headboard and someone makes that pin the first pin in a new refinishing furniture board, you're on the right track.
Finally, remember that it takes time and dedication to become an influencer or build a following on Pinterest. Remain focused on pinning consistent high quality pins with clear titles and on cultivating relationships with key individuals and brands that share your passion and interests.