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Social media expert Georgina explains how small businesses are using Pinterest to promote their products and services.

<p>Chris has over a decade of experience writing about small businesses and startups. He runs content agency <a href='https://inkwellagency.co.uk/' target='_self'>Inkwell</a>, which works closely with Enterprise Nation. You can find him on Twitter at <a href='https://twitter.com/CPGoodfellow' target='_self'>@CPGoodfellow</a>.</p>

Staff writer

 founder Georgina White shared her advice on using 

 to promote small businesses during today's Lunch and Learn.

The talk covered everything from how people search the site to creating the perfect pin and we've summarised the main points below.

Pinterest allows users to share ideas through pins, which contain images and text. Users create themed boards to save these pins. So, for example, a wedding venue may share ideas about DIY decorations or an event theme that a couple can save to their wedding planning board.

Georgina said that the platform is misunderstood in the UK and that people don't understand the opportunity it provides businesses. She suggested it works well as a secondary platform alongside something like Instagram.

How do people use Pinterest and what's the opportunity for businesses?

Pinterest users are looking for ideas and inspiration. People search the site for an answer to a specific question, so it works more like Google than other social media platforms, which are based around a feed and following people.

"It's a visual platform to find out more about things you love," Georgina said. "Things that you want to plan, aspire to and create. It really could be anything from a mid-week, gluten-free recipe to 

If your post resonates with the user they can click on a link to visit your website.

"It's amazing for businesses because it provides a huge amount of web traffic and it enables you to have a much longer lifespan to your content," Georgina said.

She added the average lifespan for an Instagram post is 24 hours, a tweet is eight minutes and a Facebook post is a few hours whereas a Pinterest Pin has an infinite lifespan.

The vast majority of searches are unbranded making it a good target for small businesses. People want to know about a particular topic, so they'll search for "handbag" rather than include a well-known brand like "Louis Vuitton".

That's why they call it "the rabbit warren of dreams", Georgina added.

How do you create a great Pin on Pinterest?

Georgina's recipe for making Pins stand out includes:

She added that hashtags tend to be quite broad compared to Instagram where it's much more focused. For example, you're more likely to use #dog on Pinterest rather than #cutedog or a reference to a particular breed.

What type of business does well on Pinterest?

Online businesses do well on Pinterest including those with a product or service, such as a coach or an accountant, said Georgina.

Pineapple White Media's Pinterest account

 promotes the ultimate guide to TikTok. The hashtags are . #tiktok #tiktokmarketing #socialmedia and the description reads:

Wondering if TikTok marketing could work for your brand? With over 800 million monthly active users and an average daily view time of 52 minutes, TikTok is officially the hottest new platform on the social media scene. Users of all ages are joining the TikTok phenomenon. Discover everything you need to know about the app, our top tips for creating viral videos, and how the algorithm works in this ultimate guide to TikTok marketing.

Hair and beauty is one of the top trending business categories on the platform. Food and drink and health spa and fitness are popular too. You can look up what's trending on 

Georgina added that brick and mortar shops don't do as well because it's much easier to walk past a salon or find a local shop on Google.

Georgina said the conversion rate for users clicking through to your site and purchasing something varies a lot between different businesses.

She recommends looking at both Google Analytics and Pinterest Analytics, which includes information about the performance of your Pins and the demographics of your audience.

Could Pinterest content be similar to other social accounts?

Georgina said Instagram content won't work perfectly for Pinterest, but there's nothing to stop you rejigging your Instagram post using a tool like 

She said to be wary of sharing too much content from other accounts:

"An 80:20 rule of your content versus other people's should work. Share posts that don't detract from people going to your website."

Can I limit a Pin to a geographical location?

Pins are available to everyone but you can add more detail about geographic locations in your description helping relevant customers find your business. For example, a wedding venue based in Gloucester could include the keywords "Gloucestershire" and "Cotswold".

How can you use Pinterest to promote your business?

Lunch and Learn: How can you use Pinterest to promote your business?

Social media expert Georgina explains how small businesses are using Pinterest to promote their products and services

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