The Right Pinterest Boards for your Business

When determining what Pinboards to create for your business, don’t just think about your products or services. Certainly you’ll want to feature those, but more subtly than you might think. Create one or two boards that directly display your products. Create one or more boards for pinning complimentary content, a “Furniture Care Tips” board for a furniture store or “Cooking with Wine” and “Food and Wine Pairings” boards for a vineyard, etc.

Next, put yourself in your ideal customer’s shoes. Zero in on who that ideal customer is right down to gender, age, income level, etc. With that customer in mind, create Pinboards that meet that person in their world.

If you’re a jewelry store, for instance, your ideal customer is probably a wealthy woman in her 40’s or 50’s. What else, besides the high end jewelry in your cases, will attract her? What makes up her day? A Pinboard highlighting local charities might be a good bet. Keep it thematic with your business by titling it “Gems in the Community.” How about a Pinboard following trends in luxury housing? You can call it “The Platinum Home.”

Now, think about who the majority of your customers are. The young man buying his first engagement ring should certainly be a consideration for any jewelry store. Most likely, he has no idea about diamonds. He’ll prefer straightforward advice all in one place, so create the “Engagement Ring Buying Guide” Pinboard for him and make sure to populate it with comprehensive content.

Finally, don’t ignore the aspect of your business bringing your customers to Pinterest and other social networks in the first place – the human element. Anyone finding your business on Pinterest, whether by happy accident or through a direct search, is looking for more than your company mission statement. They want a glimpse of your company’s soul. To give them what they want, make sure you have a board featuring your employees. Whether it’s snapshots from around your office or at a company event, or even a board dedicated to the interesting hobby your employee(s) enjoy outside of work, this addition to your company’s Pinterest page gives you an easy one-up on any competition lacking this kind of honest interface. Picture of happy customers at the end of their purchase or experience with you is another easy win.

Several companies currently doing a great job with their Pinterest Pinboards include:

• Dunkin Donuts which features “Cooking w/ Dunkin,” “DD’s Around The World” and “Words of WisDDom” boards
• Volkswagen USA which has “VW Inspired” and “Road Trip Destinations” in addition to “Volkswagen Line Up”
• Target which pins to its “Target in the Community,” “Back to College,” and “Bullseye Love” boards

The key, as with all social networks, is to humanize your brand, keep your content fun, appealing and customer-centric. Diversify the types of Pinboards you include on your Pinterest page to catch the eyes of your potential customers.