Remember back in the old days when you could start a business, advertise in the newspaper or phone book, and be done with it? Sorry to say, those days are long gone, old-timer. Now you have to have a significant online presence, including a bright, shiny website and an account with every social media network under the sun. Or do you?

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One social media site that you’ve heard a lot about but maybe haven’t really explored is Pinterest. To the uninitiated, Pinterest looks like a site featuring a bunch of photos of impossibly gorgeous-looking desserts and tips on how to braid your hair. And it is. But it can also be a great way to drive people to your business website. The question is, do you have the kind of business that would benefit from setting up a Pinterest page? After all, why devote the precious little amount of time you have during the day to something that, in the long run, may not do much for you?

The answer to that is a bit complicated. After all, any interaction you can have with customers and potential customers is good. A properly curated Pinterest page can definitely drive traffic to your site, especially if you post original pins that are visually striking. Remember that Pinterest is 100% about drawing people in through images; you want them to like your pin enough to click through to your website.

If you own a bakery or retail shop or art gallery – businesses that focus on very visual product – you should definitely take advantage of Pinterest. If you own an accounting firm, you’re going to have to try harder to make Pinterest work for you. It’s not impossible – after all, infographics and pins with inspirational sayings are also quite popular – but it will take some time and effort on your part.

If you do decide that Pinterest is worth the effort, check out these tips on pinning principles for your small business Pinterest page.