If you’ve ever spent an afternoon pinning your favorite food recipes on Pinterest, you know just how fun and addictive this site can be! However, does it make sense for your company to have a presence on Pinterest?

Before you write off Pinterest as just a personal hobby site, consider some surprising stats – they’ll have you looking at this social media vehicle in a whole new light.

Pinterest users are ready to spend money right now. Did you know?

• Pinterest has 41% of e-commerce traffic (Facebook is at 37%);
• The average social shopper spends about $60 when coming from Facebook, but spends $140 when coming from Pinterest;
• Pinterest is more likely to drive spontaneous purchases (Facebook and Twitter are more likely to drive product purchases buyers are already considering). (“33 Captivating Statistics That Could Change Your Marketing Strategy,” Business2Community, February 20, 2014)

Before you race to Pinterest to grab some of this lucrative audience, get savvy about your strategy. Your company cannot set up a single product board and expect people to flock to it or repin such static content (FYI: 80% of total Pinterest’s pins are repinned). Here are some tips to kick-off your brainstorming session with your colleagues:

Establish a Business Page

Pinterest added this feature last year. You’ll get access to important analytics and metrics, such as the number of unique users, repins, site visits, impressions, and most popular content.

Create relevant and engaging boards

This isn’t about what your company wants to showcase, but more about what appeals to your target audience. What are they most interested in? What are they really looking for when they come to your Pinterest page? You can bet that a do-it-yourself tutorial for an at-home facial will get far more repins than the facemask product itself. Mix up your board content with some exciting variety (e.g. company culture photos, charity efforts, your recycling/sustainability program, new products) to keep people coming back for more. In the same vein, use a good mix of pictures, videos, and podcasts to keep the boards fresh and appealing.

Build a network

Comment on popular posts, follow others, contribute to other relevant boards –make your company a true part of this community. Not only will you expand your reach, you will also have a much better idea of what’s going on with your industry and target audience. Trends are made here.

Embrace the infographic

Pinterest users can’t get enough of the infographic! For those of you new to this term, an infographic is essentially an attractive picture that contains some interesting statistics. Infographics are top repined items – so create some! If you don’t have any that you can make, share the ones that you think people need to know.

Aim for a clean and cohesive look

Your Pinterest page is an extension of your company, so make sure it maintains your integrity. Keep your colors, fonts, images, and overall content consistent with your brand’s image and voice.

Facilitate engagement

More and more companies are using Pinterest for contests and giveaways, so use this to your advantage! The more lucrative the giveaway, the greater chance it will go viral with repins.

Pay attention to small details

Consider watermarking your images with your company logo, include the “Pin It” button over certain images on your website and blog, and include a Pinterest follow button where it makes sense. You need to let people know that you are there!

Whether your company establishes a presence on Pinterest or any other social media outlet, keep your end game in mind. It’s always about strengthening your relationships with your target audience, maximizing your brand reach, and driving traffic to your website for increased sales. Make sure to keep your SEO strategy front and center (keywords, powerful business descriptions) as you venture onto Pinterest. Good luck and may your repins be plentiful!

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