I think that Pinterest may be the most underutilized, free marketing that we as stationers can use. I know we all know how to use Pinterest personally, but to you use it in your business? If not, you definitely should. It’s there and it’s free and is just begging for you to start using it.
The great thing about stationery designers is that we can work with people around the world, making Pinterest that much more lucrative for us as stationers.
So not sure how to get started? Below are 5 things you can do right now to get up and going on Pinterest for your stationery business.
You will want to make sure that your Pinterest account is converted to a business profile, as opposed to a personal profile. This is free and easy to do in your account settings. Having a business account will allow you to have tons of analytics connected to your account, enable rich pins, and verify your website as well as some other amazing features.
For both this one and for enabling rich pins (below), you will want to install the Plugin “Yoast SEO” in the backend of your WordPress website (Squarespace is already enabled). This will easily allow you to accomplish the next two items. You will want to claim your website with Pinterest to let them know that you are actually the owner of your domain and they can help with your Pinterest analytics pulling from your website as well as then allow you to apply for rich pins. This can be easily done through your account settings/claim. Here you can generate a code that you will then copy into the Social section of Yoast under the Pinterest tab. Remember to then go back to your Pinterest account settings to click finished and you should receive notification that it’s been claimed!
Now that you have claimed your website, you will want to make sure you enable rich pins. These are pins that show more information than just the title. It could be the website, description, price, etc. Basically it allows the viewer to have a richer experience when viewing that pin. Think of some recipes you’ve pinned recently where you see the full ingredient list under the pin before you even go to that pin’s website. That is a rich pin. In the same Yoast plugin, you will want to make sure under the “Facebook” social tab that you have an “open graph metadata” button enabled. This allows that rich pin info to be pulled from your blog posts. You will then want to take one of your blog post URLs (not your homepage!) and use it to validate your rich pin. You only need to do this on one of your posts and it will trigger rich pins for your whole website!
Whew, 1-3 were much more technical! Thankfully these last 2 are a little easier. You will want to make sure that your Pinterest profile bio actually describes what you do and uses keywords. Keywords are what viewers/searching will use to search for whatever it is you want them to find. “A modern yet colorful letterpress wedding invitation and stationery designer for weddings and events” See how many descriptive keywords are in there!? You will also want to do this for all of your board descriptions. All of these descriptions are used to find you when sometime types a search word or phrase into Pinterest!
Now that you’ve legitimized your Pinterest to start working for your business, you need to go in and clean it up a little so it reflects your business. Don’t worry, you can still pin recipes and decor until your heart’s content, but your followers don’t need to see that! Gone are the days of only 3 private boards at a time (who remembers that!?) you can now have as many private boards as you need, so make anything that is not business-related private. You can then start creating boards that are relevant to your viewers and start pinning away!
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