Getting started
With this social media platform holding a plethora of new opportunities for the jewellery industry, the only remaining question should be, “How do we sign up?” Setting up a business account is free and can be easily done from the Pinterest website. Next, verify your company’s website with Pinterest, so it can be linked to the pins you create. This will generate traffic to your site and is the biggest benefit of a business account. Once your account is set up, you will want to invite people to follow you. Consider e-mailing your customers to let them know you’ve joined Pinterest and ask them to follow you.
The next step is to create virtual bulletin boards on which to pin photographs. It’s crucial you give the boards generic names—think of topics people are likely to search for. For instance, a ‘Behind the Scenes’ board could show repairs in action, team members hard at work, or other store shots. A ‘Before and After’ board can display the beautiful work you’ve done with custom or remodelled jewellery. A ‘How-To’ board can display infographics on how to change a watch battery or safely clean jewellery. Holiday boards and bridal are also popular on Pinterest.
A group board is another option allowing you to invite other users to pin to your board. The benefit to a group board—also known as a community board—is you can dramatically increase your followers and the number of re-pins. It’s also content you don’t have to spend time creating, while still increasing engagement with your company and brand. To create this type of board, simply enter the e-mail addresses of your customers in the ‘Who Can Pin Field’ when setting it up and Pinterest will send a message inviting them to participate.
Once you have your boards set up, the fun really begins. Creating pins can be an exciting process, but there are some important details to keep in mind. First, ensure each pin includes your store’s website URL in the description. This is an effective way to generate traffic to your website and will allow users to easily find products they’re interested in purchasing. The page that people land on is up to you. It could be your homepage, an e-mail sign-up page, or perhaps your store’s online catalogue. It’s also crucial to include ‘Pin It’ buttons on your website to allow people to easily pin your products to their Pinterest boards.
Be sure the pins you create include your logo, as well as keywords that resonate with your business’s image. Effective keywords can ensure your pin is viewed by people searching for similar products. Popular content for pins include behind-the-scenes photos, checklists for the season’s must-have items, look books, infographics, and videos. To create pins like infographics, a pictorial how-to, and even logos, consider using Canva or PicMonkey. Both websites offer free registration and great templates for generating new content. Photoshop is another handy tool for adding your store’s logo or pricing to images. When you start pinning images, you will also have the option to send the pin to Twitter. Be sure to do this for maximum exposure.
