Far from slowing down, Pinterest stands as one of the rapidly growing social platforms. The statistics speak volumes, with 85% of weekly users indicating that they’ve made purchases inspired by Pins.
Marketers strategically engage Pinterest users by presenting irresistibly compelling content. Given the vast user base of over 433 million people on Pinterest, it’s only natural for marketers to recognize the platform’s immense potential and actively seek a presence.
This platform merits a significant place in your social media marketing arsenal. Now, let’s delve into the strategies for effective Pinterest Marketing!
Table of Contents
- What is Pinterest?
- What Do You Mean By Pinterest Marketing?
- How To Set Up Your Pinterest Business Account
- How To Create Successful Pins For Your Brand?
- How to Cross-Promote Your Site for Pinterest Marketing?
What is Pinterest?
Pinterest is a social media platform and visual discovery engine that allows users to discover and save ideas for various interests and projects.
Launched in 2010, Pinterest is designed for users to discover and save images, known as “Pins,” on virtual bulletin boards called “Boards.”
It’s often used as a source of inspiration for a wide range of topics, including home decor, fashion, recipes, travel, and more.
Here’s how Pinterest works
- Pins: Pins are images or videos that users find interesting or inspiring. Users can upload their content or save content from other users.
- Boards: Users can organize their Pins by creating Boards. Each Board is dedicated to a specific theme or topic, and users can save related Pins to these Boards.
- Discovery: Pinterest uses a recommendation algorithm to suggest Pins and Boards based on a user’s interests, searches, and past interactions. This helps users discover new ideas and content.
- Search: Users can search for specific topics or keywords to find Pins related to their interests. The search feature is a key aspect of Pinterest’s functionality.
- Following: Users can follow other users and specific Boards, allowing them to see updates and recommendations from those they follow.
- Shopping: Pinterest also offers a shopping feature, allowing users to discover and purchase products directly through the platform.
Pinterest Marketing is widely used by individuals seeking inspiration for various projects and interests. It has become a valuable tool for both personal and professional purposes, such as wedding planning, home decoration, recipe collection, and more.
Businesses and content creators often use Pinterest to showcase their products and ideas, making it a platform that blends social media with visual discovery.
What do You Mean by Pinterest Marketing?
Pinterest Marketing refers to the strategic use of the Pinterest platform to promote products, services, or brands. It involves creating and curating engaging content that appeals to Pinterest users, leveraging the platform’s visual nature to showcase products and ideas. Here’s a detailed explanation with examples:
- Creating a Business Account
- To engage in Pinterest Marketing, businesses often start by creating a business account. This allows access to analytics, advertising features, and other tools specifically designed for marketing purposes.
- Pin Creation
- Pins are the primary content on Pinterest. These can be images, infographics, or videos that represent a product, service, or idea. Pins should be visually appealing and include informative descriptions.
- A home decor company might create Pins featuring beautifully styled rooms showcasing their products, accompanied by descriptions highlighting key features.
- Boards and Organization
- Businesses organize their Pins into themed Boards. These Boards act as curated collections that users can follow.
- A fashion brand might have Boards for different seasons, each featuring Pins with relevant clothing items and accessories.
- Search Optimization
- Pinterest is also a search engine, so optimizing content for search is crucial. Using relevant keywords in Pin descriptions and Board titles helps improve discoverability.
- A recipe website might optimize Pins with keywords like “easy dinner recipes” or “healthy desserts” to attract users searching for these terms.
- Pinterest is also a search engine, so optimizing content for search is crucial. Using relevant keywords in Pin descriptions and Board titles helps improve discoverability.
- Engaging Descriptions and Calls-to-Action (CTAs)
- Compelling and informative descriptions accompany Pins. Including a clear CTA can encourage users to take action, such as visiting a website or making a purchase.
- A fitness brand may use a Pin description to invite users to visit their website for workout guides or exclusive discounts on fitness equipment.
- Promoted Pins (Advertising)
- Pinterest offers advertising options through Promoted Pins. Businesses can pay to boost the visibility of their Pins to a wider audience.
- An e-commerce store might use Promoted Pins to showcase a new product line to users who fit their target demographic.
- Collaborations and Influencer Marketing
- Partnering with influencers or collaborators can expand reach and credibility. Businesses may collaborate with influencers to create Pins that resonate with their audience.
- A beauty brand may collaborate with a popular beauty influencer to create Pins featuring makeup tutorials and product recommendations.
- Analytics and Iteration
- Pinterest provides analytics tools that allow businesses to track the performance of their Pins and Boards. Analyzing this data helps refine strategies for better engagement.
- A travel agency might use analytics to identify popular destination Pins and tailor future content to capitalize on user interests.
How to set up your Pinterest Business Account?
Setting up a Pinterest Business Account is a straightforward process. Here’s a step-by-step guide:
1. Create a Pinterest Account
- If you don’t already have a personal Pinterest account, you’ll need to create one. You can sign up with your email, Google account, or Facebook account.
2. Convert to a Business Account
- Once you have a personal account, you can convert it into a business account. If you’re already logged in, go to “Accounts and more option” in the top-right menu, and, you’ll find an option to “convert to business.” Follow the prompts to complete the conversion.
- Next, you can “Upgrade to a free business account” by clicking on the Upgrade button.
3. Fill in Business Details
- After converting to a business account, you’ll be prompted to fill in business details.
- This includes your business name, website URL, business type, and a brief description.
- Make sure to add accurate and relevant information.
And once you have finished choosing the relevant options that align with your brand, you are ready to go!
4. Create Boards
- Start creating boards that are relevant to your business. Boards are where you’ll pin your content. Consider organizing them by themes or categories related to your products or services for effective Pinterest Marketing.
5. Add Pins
- Begin adding pins to your boards. Pins can be images or videos with informative descriptions. Make sure your pins are visually appealing and aligned with your brand.
You can create pins for both organic and paid advertisements for effective Pinterest Marketing.
6. Optimize for Search
- Pinterest is a visual search engine, so optimize your pins and boards with relevant keywords. Use descriptive titles and detailed descriptions to improve discoverability.
7. Enable Rich Pins
- Rich Pins provides additional information directly on the pin itself. This can include product details, recipes, and more. To enable Rich Pins, you may need to add metadata to your website or seek assistance from your website developer. To learn more about Rich Pins you can read on the official help center of Pinterest
8. Verify Your Account
- Verifying your account adds a checkmark badge next to your business name, adding credibility. You can usually verify your account through your website or by confirming your Pinterest account through your business email.
9. Utilize Analytics
- Pinterest offers analytics tools for business accounts. Monitor the performance of your pins and boards, understand your audience, and adjust your strategy accordingly.
By following these steps, you’ll have a Pinterest Business Account set up and ready to showcase your products, services, or ideas to a broader audience.
How to Create Successful Pins for Your Brand?
Creating successful pins for your brand on Pinterest involves a combination of visual appeal, strategic content, and optimization for search. Here are steps to help you create compelling pins for your brand:
- Understand Your Audience
- Identify your target audience and understand their preferences. Consider what type of content resonates with them and tailor your pins accordingly.
- Eye-Catching Visuals
- Use high-quality, visually appealing images or graphics. Bright, clear, and well-composed visuals tend to perform better on Pinterest. Ensure that your images align with your brand identity.
- Create Vertical Pins:
- Pinterest recommends using a vertical aspect ratio (2:3 or 1000 x 1500 pixels) for pins, as they take up more space in the feed and are more likely to catch the user’s attention.
- Compelling Descriptions:
- Craft engaging and keyword-rich descriptions for your pins. Convey the value or message associated with the pin. This not only helps with search optimization but also encourages user engagement.
- Call-to-Action (CTA)
- Include a clear and concise call-to-action in your pin description. Encourage users to take the next step, whether it’s visiting your website, making a purchase, or saving the pin.
- Branding Elements
- Incorporate your brand elements such as logos, colours, and fonts into your pins. Consistent branding helps users recognize your content and builds brand identity.
- Tell a Story
- Use your pins to tell a story about your brand or product. This could involve showcasing the product in different contexts or illustrating the process behind its creation.
- Educational Content
- Provide value to your audience by creating pins that offer useful information or solve a problem. How-to guides, tips, and tutorials can be particularly effective for Pinterest Marketing.
- Pin Consistently
- Maintain a regular posting schedule to stay visible in users’ feeds. Consistency helps build an engaged audience over time.
- Explore Video Pins
- Experiment with video pins to add dynamic and engaging content. Video pins auto-play in the feed, capturing attention more effectively.
- Optimize for SEO
- Use relevant keywords in your pin titles and descriptions to optimize for search. Think about the terms users might use when searching for content related to your pin.
- Test and Analyze:
- Experiment with different pin styles, content types, and posting times. Use Pinterest Analytics to track the performance of your pins and adjust your strategy based on what works best.
- Collaborate with Influencers
- Consider collaborating with influencers in your niche to reach a wider audience. Influencers can create and share content featuring your products or services.
By following these steps and regularly evaluating your pin performance, you can create a successful Pinterest strategy that effectively promotes your brand and engages your target audience.
How to Cross-Promote Your Site for Pinterest Marketing?
Cross-promoting your website and Pinterest account can help drive traffic, increase brand visibility, and enhance your online presence. Here are several strategies to effectively cross-promote your site and Pinterest account:
- Website Integration
- Embed Pinterest widgets or buttons on your website to encourage visitors to follow you on Pinterest. Pinterest offers widgets like the “Pin It” button or “Follow” button that you can easily integrate into your site.
- Pinterest Follow Button
- Add a Pinterest Follow button to your website, typically in a prominent location such as your homepage, footer, or contact page. This allows visitors to follow your Pinterest account directly from your website.
- Pin It Button on Images
- Enable the “Pin It” button on images on your website. This allows users to easily pin your website’s images to their Pinterest boards. Include visually appealing and shareable images to encourage users to pin and share them.
- Link in Email Signatures
- Include a link to your Pinterest account in your email signature. This way, anyone you correspond with via email has the opportunity to discover and follow your Pinterest boards.
- Blog Post Pins
- Create and share Pins for your blog posts. Pin these directly from your website, and include a link back to your site in the Pin’s description. This promotes your Pinterest content and directs traffic to your website.
- Pinterest Content on Your Site
- Showcase your Pinterest content directly on your website. Create a gallery or section that displays your latest Pins or specific boards. This provides a visual link between your website and Pinterest account.
- Promote Exclusive Content
- Share exclusive content on Pinterest that directs users back to your website. For example, create Pins that tease a blog post, product launch, or special promotion, encouraging users to visit your site for more details.
- Cross-Promote on Social Media
- Share your Pinterest content on other social media platforms. Create posts highlighting your latest Pins and encourage your followers on platforms like Instagram, Twitter, or Facebook to check out your Pinterest account.
- Pinterest in Newsletters
- Include a section in your newsletters featuring your latest Pins or Pinterest boards. Provide direct links to your Pinterest account and invite subscribers to follow you for more inspiration.
- Run Contests
- Organize contests or giveaways that require participants to engage with both your website and Pinterest account. This can include actions like pinning a specific image, following your account, or visiting your website.
- Utilize Pinterest Ads
- Consider using Pinterest ads to promote specific products, services, or content from your website. Use compelling visuals and descriptions to encourage users to click through to your site.
By implementing these strategies, you can create a symbiotic relationship between your website and Pinterest account, driving traffic and engagement on both platforms.
Regularly assess the performance of your cross-promotional efforts and adjust your strategy based on the results.
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