Pinterest is not just for lifestyle bloggers and home chefs. Implementing a Pinterest marketing strategy for your business increase sales and brand awareness. 50% of people made a purchase after witnessing a promoted pin and 67% say they have discovered a new brand or product from content on the platform. If your ideal audience is on Pinterest and you are looking to explore new channels for your brand, Pinterest may be your answer. It may not be as popular as Facebook, however it is certainly holding its own against other networks.
First you need to understand who makes up the Pinterest’s user base:
-41% women and 16% men
-84% are ages 18-64 with a pretty even split among the age groups
-31% of users are from suburban areas
Now that you are convinced you need Pinterest, what is next? It is time to plan out your strategy. Here are five steps to creating the perfect Pinterest marketing strategy.
Pinterest Marketing Strategy
First, you want your Pinterest account to look on-brand. That means transforming it into a Business Account. It is free and simple to create or convert from a personal account. Go through the steps of filling out the profile and connecting your other social accounts. Next, ensure your bio contains relevant keywords for your brand. It should still read like your brand’s voice but with some useful SEO keywords so Pinterest and users know exactly what your business is all about.
1. Customise Your Profile for your Pinterest Marketing Strategy
Moving beyond the standard profile, take your brand up a notch by adding a few custom touches:
One way to customise your profile is to add board covers. You will need to upload these as photos yourself but the custom covers bring a more cohesive look to your brand. Experiment with branded colors, icons and fonts.
Another aspect to look into for customising your profile is what you name your boards. You can choose SEO-friendly, on-brand terms or a mix of the two. Keep the titles relatively short and use the board’s description area to add more keywords.
How will Pinners find your boards? Hopefully, your business has already done some research on SEO and the best search phrases. However if you are feeling a little lost, begin by typing some basic words into the search bar. Relevant, related topics will appear that can help you narrow your search down.
2. Optimise Your Website
Always make it very easy for your website visitors to Pin from your pages. You have several options here. Use Pinterest’s own Save Button or customise your own share button.
Depending on what your business publishes or sells, you should enable Rich Pins if possible. Product Pins give pricing info whilst Article Pins would be perfect for a blog. This Real Simple Pin is a Recipe Pin. When you open the Pin up, you have an idea of how long it will take to make all the ingredients needed before you even click through to the instructions. On the mobile app, Rich Pins stand out with star reviews recipe times and product tag icons.
Take your Product Pins a step further by syncing your web store to your Pinterest account. From the Pin itself, a Pinner can click ‘Add to bag’ and then head to a checkout without ever leaving Pinterest.
Optimise Your Images
The best performing product Pins or Pinterest have lifestyle photography in them. As an image-first site, there is value in having quality photographs. When you are creating your product pages, ensure you add in some lifestyle photos. If possible, also add in some images that are optimal in their size.
For Pinterest, I recommend the following dimensions for images:
- Expanded pins have a minimum width 600 pixels (height is scaled)
- Image aspect ratio of 2:3 to 1:3:5
If you keep any sort of company blog, add at least one Pinterest-optimised image that clearly shows what the blog post is about. But do not stop at image dimensions, your image descriptions are just as crucial. Some website providers offer Pinterest-specific plugins that will help you add descriptions for your Pins.
3. Be Active
After optimising your profile and website, the final step like any other platform out there is to be active. Schedule some time to both source your content and check on what is being actively Pinned from your website. When you are Pinning, you can add some descriptions into your Pin and any relevant hashtags. These hashtags are clickable like in other social platforms and work as another search reference. It is crucial to stay active on social.
4. Analyse Your Pinterest Marketing Strategy
Analyse all of your hard work. Pinterest’s own native analytics give you insights on your most popular pins. Their guide goes through all of the analytics available to you. If you recently optimised your website for Pinterest, check out which pages are most popular after a month. Pinterest also provides information on which Pins performed best in search and which were uniquely Pinned from your website.
5. Spice Up Your Strategy
Once you have gotten your rhythm down, begin expanding your strategy and incorporating other ideas like contests. Therefore, take your Pinterest board into the wild with Pincodes. These are codes that you can generate from any board that you have with a customised image. Use these Pincodes in your store, on other social media networks or even on your printed marketing material. Try incorporating videos into your Pinning strategy. If one is doing particularly well, promote it with Pinterest’s paid advertising program.
The Pins have a small ‘Promoted by’ designation but they otherwise appear as a regular Pin in your feed. If you target your Pins well, the advertising may work out for you. The best kind of Pins for advertising are in line with the network’s content. Therefore, this means that they are highly visual and useful for your audience. As a result, a hard sell of a product will not perform well here. Rather, Pins like how-to articles, DIY gifts and inspirational home decor are more engaging. Therefore, it is content marketing at its core.
Using Pinterest for your business marketing strategy is playing a long game. Therefore, to create your Pinterest marketing strategy, you need to create a combination of helpful content, SEO and consistent posting to appeal to your audience. A Pinner may not be immediately buying from you but they will be saving inspirational Pins on a board for months before making the decision.