With nearly 250 million monthly users, Pinterest offers a prime new pool of customers that you can tap into with the proper strategy for your business. Acting as a sharing tool for specific content areas, it can be used as a tool to garner organic interest and help draw people to your page in ways other social media platforms can’t. Studies show that 93% of Pinners use Pinterest to plan purchases, with 97% of the search terms being unbranded, meaning there is great potential to expose people and sell them on your brand given the right strategy.
Here are some tips and strategies to make sure you are utilizing all that Pinterest can offer to make it a successful tool for your business’ marketing strategy:
The Basics: What is a Pin? A Board?
A Pin is an image or video that someone has saved to Pinterest, linking back to an original source. If an image is pinned back to your business, it can be a great source of referral traffic. For businesses, more important than the image itself is the link: Every pin links back to the original source, so Pinterest can be a great source of referral traffic. Users can save pins to an organized collection of common items, called boards. Become familiar with some other terms and concepts on Pinterest by looking at this article: How to Use Pinterest for Business: “Getting Started” Guide for Beginners
Use Pinterest Search Ads
As a search and discovery tool, users can either seek specific terms or browse and discover new items in their feed. Search ads are paid results that show up sprinkled into a feed (not just at the top as with GoogleAds). Consider your campaign placement, targeting details, and set a maximum cost per click to begin running your ad. After adding the pin you want to run your ad for, you can monitor your search ad and track performance to see what works best.
Studies have shown that promoted ads get 20% more clicks than regular pins in the first month. Another great feature is when pinners add your promoted post to their board, the “promoted post” text disappears on that board, making it appear organic.
By using hashtags, content is indexed for users to find, acting as keywords for searches. You can write descriptions to make Pins easier for humans, while hashtags help computers identify your content. By using a branded hashtag within posts, people who don’t follow you can come across your posts by searching other terms, and then click your branded tag to see all relevant stories just from you. You can experiment with various hashtags and use Google Analytics to see which ones are performing the best in sending people to your site.
Keep Pins Fresh
Stand out with fresh pins by updating high-performing and new pins and pinning consistently. By searching keywords, writing new pin descriptions and creating outstanding images, you can then see which of your pins are working, and update with newer content to keep them relevant. You can schedule pins out to avoid having to search and update every month.
You can look at each individual URL of a pin sending traffic, helping to see which descriptions, hashtags and images are delivering the most, and adjust accordingly. Even if pins are old, they can take off if someone repins, so you shouldn’t delete old pins. They can have a long life, so you should avoid specific time-based topics that might only be relevant for a month. Keeping content evergreen helps a pin gain and keep traction, garnering value over the long term.
Use Pinterest Boards
You can repin your content to various boards without pinning over and over, to keep from too much self-promotion. Be thoughtful in the number of boards you use to post your content along with those that you follow. Post other people’s content to stay consistent, and throw in a post of your own to stay relevant without being spammy.
When pinning to group boards, there are several important issues to look at, including the rules of the group, making sure you have enough content to pin, and to make sure the groups are active. There are tools to help you analyze the boards you are joining, as well as loop pins to boards automatically, such as Tailwind (visit How to Manage Group Boards with Tailwind for an in-depth walkthrough).
Build Email List
Make sure you have an email opt-in landing page, offering incentive for your ideal audience to subscribe, whether it be a PDF, e-book, or other relevant tool that will make people want to receive your content. Add keywords that are relevant to this opt-in to your Pinterest profile, or the URL to your opt-in form on your profile. Consider your profile a business card that will easily identify what you do and make people want to stay in touch.
Beyond your profile, you can share the opt-in on relevant Pinterest boards, so you will show up in searches for related topics, and direct people back to your page. Add text overlay to your images to make viewers know what they will be getting just by viewing your pinned images. Ask questions or use words that spark a response to get more engagement. Be sure to link directly to your landing page in addition to blogs and other content that feature your opt-in method for greater exposure.
Integrate Video Pins
Video pins are on the rise, and becoming more and more of a popular tool. With video content projected to make up 82% of all internet traffic by 2021, consumers (especially millennials) are more and more likely to use videos when making buying choices. Millennials are even making Pinterest boards titled “Should I buy this?”, indicating the further power of Pinterest in helping influence buying choices. There are still some limitations to pinning to videos on Pinterest, but the feature is on the rise, with many ideas discussed in this article: How to Pin Video on Pinterest
Tie in Tools to Your Site
A simple way to help users easily pin items from your site is to add a Save button, making sure they can easily add pages for future following and sharing. Unsurprisingly, this has been shown to quintuple the amount of content users share on Pinterest from your site. Also, Rich pins are a tool that can help preview content of what users will see once they click on your site.
As noted, there are some great features of Pinterest that set it aside from other social media networks. By creating relevant, evergreen pins, your posts can continue to be shared well beyond their first publication (studies even show the half-life of a Pinterest post to be 1,600 times that of a Facebook post). As a fast-growing social media network with an increasing user base, there is lots of room to reach new users and drive them to your site. With many using it as a research tool to determine purchases, and as a hub for those with common interests, there are great benefits to using Pinterest for your business.
Until next time…