Penned by Brittany Stoker
It seems that every pinner on Pinterest has felt the frustration of clicking on a pin and either finding a broken link or a dead end. According to a 2012 study by Curalate, it’s not uncommon. Many popular pins on Pinterest go to expired pages.
Whether it’s a recipe, cleaning tip, or a product featured on a website, few things are more aggravating on Pinterest than clicking a link that has become obsolete. Besides just being frustrating, having broken or nonexistent links is bad for business. Curalte recommends leaving products pages up even after the item is out of stock. You can also have an out of stock page that suggests similar products that are in stock.
Keeping your pins working and sharp is good business.
Here are 3 tips to make sure your pins and your business stay relevant:
Many companies pin articles and information from other sources. When pinning this type of content, make sure the link works. This may seem obvious, but many times the link does not go directly to the information.
For example, clicking on the pin may take users to the Wall Street Journal website rather than the specific article in the Wall Street Journal. If your pins consistently go to relevant content and take you to specific articles rather than entire websites, your followers will trust your content on Pinterest.
Don’t pin something first, thinking you’ll go back to check it later. You probably won’t.
When you upload pins, make sure the link works after you upload it to your board. Nine times out of ten, your pin will be just fine. But taking an extra 10 seconds to check will be worth it. You don’t want to lose customers because a link points to the wrong product.
The thought of regularly maintaining your pins and boards can be overwhelming, especially if you have multiple boards and thousands of pins. However, this task is essential to keep your Pinterest profile and business reputation up to date.
If you can’t maintain your profile, it might be a good idea to hire someone to do it, especially if you are a business with constantly changing inventory.
Think of it this way: If you own a dress shop, you won’t dress a mannequin in a window display in a dress that you no longer have in stock. This frustrates customers and creates loss of trust and income.
Do not link a pin to your home page if your pin does not point to a very specific service or product. Pinners have short attention spans. If a link doesn’t take them directly to what they’re looking for, they won’t search for it, they will just move on to other pins.
Pinterest is a competitive site. Your pins need every advantage they can get. Making sure your links work and are up to date will make your business Pinterest account more successful long-term.