Sin 5: Failing to cross-promote
Pinterest is growing rapidly, but brands shouldn't abandon other social media channels in favor of the latest craze. Instead, create a comprehensive social media program that integrates strategic channels with cross-promotion.
For instance, social media management tools can execute marketing campaigns with precision (and valuable analytics) within one dashboard, posting to and leveraging Twitter, Facebook, YouTube, WordPress, and more. To maximize ROI, identify the channels most relevant to your audience and make it easy for pinners to find you on other preferred social media channels. Constantly pointing Pinterest users to your own website will bore them quickly. Foster a community that encourages them to explore content wherever their preferences might take them.
Sin 6: Being boring
Boards need to be visually appealing with engaging, relevant descriptions. Pinboards that use unique mosaics engender curiosity and clicks out of pinners. One of the best examples is the most-followed brand on Pinterest, a wedding blog dedicated to exploring "the color palette possibilities for your wedding."
Even if you're not selling pretty products, you can offer pinners a creative story, such as a behind-the-scenes look at the people behind the company. Peapod's grocery delivery service might not seem right for Pinterest, but its "Where in the world is that peapod truck?" board is a perfect example of how a brand can leverage the visuals of Pinterest to make a company relatable to its customers.