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Revisiting Pinterest for Business

We’ve long established that Pinterest isn’t just for DIY decorators, recipe gurus, and wedding-crazed 20-something females. Companies like Target and Pottery Barn have effectively spread their brand far and wide through “pins” aesthetically portraying their products, and the secret to their success is no mystery: in an information-overloaded world, there’s no better way to grab attention than with an attractive, easily-shared image.

But can Pinterest function as a marketing tool for all businesses — even those that don’t have a fashionable fall line to feature? We think it can.

And Pinterest seems to agree with us. This week, Pinterest released business pages. Whether you’re a public figure, local mom and pop, or international corporation, this option is now available to all marketing-minded pinners. So if you haven’t had a chance yet, go to business.pinterest.com to easily convert your personal account over to business. Although, for now, the only real opportunities that come from the conversion are the chance to verify your website and add a follow button, it stands to reason that Pinterest is ramping up to release more features geared towards businesses.

One problem: All this isn’t quite as easy as it sounds if you’re still not sure what to pin. Enter our favorite perk of Pinterest’s new business angle: case studies. Check out the case studies on business.pinterest.com for inspiration from several various companies. Pinterest maps out their business goals, their unique approach to using Pinterest, and the ways in which they’ve seen success. We’ve included a few of our favorite highlights below:

PetPlan

PetPlan enjoys the benefit of being able to feature lots of cute, furry faces, but one board we liked in particular was their “Healthy Reads” board — with 849 followers. Including a board with recommended reads for your target audience is an easy way to include attractive images that you don’t even need to create yourself. It’s easy to compile, can be really helpful for your followers, and is great way to establish thought leadership.

Jetsetter

Jetsetter showed us that Pinterest isn’t just a site for looking at pretty pictures, it can also function as a great planning tool. They collaborated with an avid fan on a board called “Turks & Caikos, here we come!” to help them plan their vacation (including what to bring, what to do, and what to see), invited suggestions… and amassed a following of 724,428. A great reminder not to forget what social media marketing is all about: personally interacting with your audience.

Etsy

One of our favorite boards on Etsy’s profile is “DIY Projects.” This is a great example of how you can use social not only to promote your own product, but also to establish thought leadership and a sense of community. By including a few boards that don’t promote your product in any way (think inspirational quotes, informative graphics, and helpful resources besides your own), you communicate that you’re there to help your followers, not just to sell your product.
What’re your thoughts on the new Pinterest business pages? We’d also love to hear about some of the creative ways you’re using your boards!