Updated: Apr 30, 2020
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When many of us have an idea, we turn to search engines to help us find the product, service, tool, etc., to help us figure it out. And then when we want to see an example of something, we select the “images” option and it comes to life.
Enter Pinterest. It became a platform for visual discovery allowing users to see design concepts, outfits, landscaping ideas, workout routines, and so much more. It also became a shoppable platform, where you can search for an item you’re looking for, and shoppable Pins pop up for you to buy right out of the platform.
This makes it a great platform for businesses to show off their products and give an aesthetic appeal to their services. So let’s take a look at some Pinterest marketing tips.
Stats to know
The most important thing you can do before committing to a new platform is understand who is using it and why. If your audience isn’t active or engaged it would be a waste of marketing efforts and time, no? So here’s a highlight of facts to familiarize yourself with:
335 million monthly active users
Predominantly female at 72%, 20% male, 8% unspecified
The largest user group age is 30-49 years old at 35%, but 18-29 year-olds are a close second at 34%
72% of Pinners use Pinterest to decide what to buy online
Tips to keep in mind for Pinterest marketing
Over the last few years, Pinterest has blown up into both a shopping platform and a platform for tips and tricks to many different ideas or desires. This has turned it into an awesome business opportunity for many companies, especially since they also run ads.
If you haven’t already, the first step would be to turn your account into a business profile. This will allow you to pull analytics for your page, boards, and pins to see where your audience is engaging, and lets you target content to reach them specifically. Read on to learn more about Pinterest marketing practices!
Brand your content
We all know brand awareness comes first for a consumer. However, along with it comes brand recognition and brand recall. You want your clients or customers to recognize and be familiar with your brand when they see content floating around Pinterest.
Going hand in hand with brand recognition is also brand recall, which is a “qualitative measure of how well a brand name is connected with a product type or class of products by consumers.” The more consistent you are with your branding, the more often customers or clients will recall your product or service when faced with a choice or seeing an ad before seeing your name.
Branding your content on Pinterest builds both of these elements to brand awareness, which leads to trust, brand loyalty, and traffic.
Pinning consistently, at least once a day, ensures your content will reach a wider audience. This works better than filling a board all at once, because you’re keeping, or placing, the Pin into the constant rotation of Pins.
Whereas filling a board at once and leaving it to sit, those Pins are only fresh right around the time you Pin them, and otherwise Pinners aren’t consistently seeing your name on Pins that may be similar. They’re sitting stagnant.
Create captivating content
First things first, make sure your Pin image is vertical. This format fits with the newsfeed grid and maximizes space on the page. You should also have compelling and professional imagery to grab your audience’s attention.
Your caption is another major tool in your Pinterest marketing tool belt. It should be easily readable and accurately describe what the user will find once they click through. Make sure everything between the photo image, caption, and landing page match what the user is looking for.
Have multiple graphics for the same product, service, article, etc.
Pinterest likes new content. So by creating your own Pins, you’re keeping the Pinterest feed and boards fresh. You want to be adding fresh content every 2-3 days. If you worry about not having enough content to create so many Pins about different topics or items, create 5-7 Pins that focus on the same thing.
Many marketers pin anywhere between 20 and 50 times a day with a majority of those Pins being their own content. Be sure to have a decent rotation of Pins for everything you’re promoting.
Optimize for Pinterest SEO
With Pinterest being a visual search engine, it runs on keywords the same as every other search engine. By using keywords in your profile, boards, and pin names, you make your content easy for Pinners to find.
Many users come to Pinterest already with an idea in mind and search for Pins related to it. Use multiple keywords or phrases your audience will use when looking for a product or service similar to yours, and be sure to add it to your Pin name and description.
Users are also able to follow hashtags the way they can on Instagram, so be sure to put those to good use as well!
Don’t be spammy
As mentioned, it’s recommended to post new content every 2-3 days. However, you don’t want to post the same Pin to the same board endlessly. And you also don’t want to post the same image repeatedly over your entire account.
There’s a way to combat both of these. When you repost a Pin as a new Pin, set it to a different board than the original. This lets you get the same Pin in front of your audience over the course of time if you’re promoting the same item or product frequently. After about three months you would have had enough content that reposting an older graphic to the same board again totally works, too.
It’s also recommended that users create 5-7 Pins for one item, piece of content, or service to Pin. This means you can get in front of your audience more frequently and you’re able to post back-to-back on the same board with a new graphic for the same piece of content.
Schedule your Pins
By scheduling out your Pins, you free up time for other business tasks. Pinterest recommends posting at least a few Pins everyday, as this works better than posting a whole flurry of them once a week. There's many different ideas as to how many times a day you should Pin, so it's best to check your analytics to see what's working and what isn't.
Apps, such as Tailwind, allow you to schedule these Pins out in a fraction of the time it would take to do manually. And they provide analytics for your page so you can decide whether you need to increase the frequency with which you post, or increase the content value.
This makes it especially easy if you're creating 5-7 Pins per piece of content as recommended above.
Pinterest marketing for the win
Now that you have the basics down, get Pinning! If you find yourself overwhelmed with the amount and frequency with which you should be pinning, there are some Pinterest scheduling tools that are a really big help.
If you need some help getting started, send me a quick email so I can figure out your goals and how I can help!