Boards let people organize all of their Pins around different ideas, interests and plans. They can also be an important part of your business’ identity on Pinterest. Boards show people what your business is all about, like what kinds of products you offer or what inspires you.
There are two ways to approach boards: as a source of distribution for your content and as a destination in and of itself, a place where people can go to explore an interest.
Use boards to spread your stuff
Because people can pick and choose which boards they want to follow, it’s easy for a Pinner to follow just the ones they’re interested in. That means, if someone is following your board, they’re interested in seeing what gets added to that board in the future.
To make the most of this, make sure you keep adding Pins to boards regularly, so that people who follow get a steady stream of new Pins to discover.
You don’t need tons and tons of boards, either. Just focus on the ones your business truly believes in and update them thoughtfully.
To encourage more people to follow specific boards, add a Pinterest board widget to your website.
Make boards a destination
When you add a Pin to a board, it can spread to someone’s home feed (if they’re following that board), category feeds and search results. Each Pin includes a link back to the board it’s on, no matter where it shows up.
If someone clicks on your Pin, they might say “Hey, this is a great Pin” and decide to click on the board to see what else is there. This is common practice for Pinners, and it’s one reason to think about your board as a destination, a collection of things that can inspire and help people to pursue their interests and find things they like.
A few months ago, we wrote about how Pinners use Pinterest in four different mindsets. If you think about your boards as a destination, you should think about how your Pins might help someone in each of these mindsets. If someone’s “just looking,” are there beautiful, inspiring images that might captivate them the same way a magazine or coffee table book can? If they’re actively looking for something they need to do now, do the Pins on your board include the info they’ll need to act?
Keep in mind that people move from mindset to mindset as different types of Pins pique their interest. So a camping board with beautiful mountain vistas alongside Pins of gear might move someone from a “just looking” mindset to one in which they’re ready to buy a tent. You’ll want this mix of aspirational and actionable.
If you’re looking for examples, here are three boards from businesses worth checking out:
- Madewell’s Malta / Spring 2014’s board offers a mix of inspirational images next to products those images might inspire you to buy.
- REI’s The Chef is a collection of delicious camping dishes and the supplies you’ll need to make them.
- Etsy’s Etsy Weddings combines beautiful wedding images with specific ideas. Etsy also uses Rich Pins on their products, so you can see the price and availability right on the Pin itself.
— Kevin Knight, currently Saving to Fatherhood