Pinterest is a photo-sharing social media platform which allows users to catalogue different ideas by "pinning" images to user-created "boards". This social platform is gradually rising in importance as a marketing tool on par with the likes of Facebook, Twitter and LinkedIn, particularly for brands and businesses that heavily rely on visual marketing.
In a blog post published by Pinterest to highlight the benefits available to businesses using its platform, it was reported that "93% of Pinners have used Pinterest to plan for or make purchases and 52% have seen something on Pinterest and made a purchase online". The same post also reported that 72% of users have made offline purchases based on something they saw on Pinterest.
These impressive figures are worth taking note of and should serve as ample motivation for businesses to employ strategies which will help them boost their visibility on the platform, particularly as it now has over 100 million monthly active users. See here for more interesting stats.
In light of this, we have put the following useful tips together to help your business maximise its visibility and impact on Pinterest so as to take full advantage of all its benefits:
- Create relevant boards, and have the right quantity
- Optimise your boards for search
- Share engaging, Pinterest-optimised images
- Add videos
- Apply for Rich Pins
- Drive traffic to your website
- Add a Pinterest button to your website
- Track your performance with Pinterest Analytics
Create relevant boards, and have the right quantity
Before creating your boards make sure you have first researched the titles your target audience like to follow as well as boards with a similar theme to yours, so you can use these as a guide. In the attempt to cover as many topics as possible, it is easy to create too many boards than necessary.
This is a costly mistake when using Pinterest for business as it can quickly become too difficult to manage, subsequently diminishing the impact of your efforts. Thus, you will want to stick to having between three to a maximum of five boards, ensuring that they all follow a single theme.
Optimise your boards for search
The Pinterest platform is known for its amazing search capabilities. Take advantage of this feature by ensuring that you have selected a category for each board, as this allows users to find your content and Pinterest to recommend your boards.
The next thing you will want to do is include relevant keywords in the titles of your boards and pins, pin descriptions and pin image file names, as doing so can help even more people find your business on search engines.
Share engaging, Pinterest-optimised images
To reiterate, Pinterest is a predominantly visual platform and, as such, requires users to publish high-quality images if they hope to make any kind of lasting impact. In other words, images are the foundation of any successful marketing strategy on Pinterest.
Thus, make sure your images are always published at the optimal size for pins (i.e. 736 x 1102) and are high resolution, as these appear more professional and visually palatable.
Aside from images, videos also work quite well on Pinterest as they are quite visually-engaging. Pin videos to your boards as an effective tactic to drive people to your YouTube or Vimeo account. A handy tip for sharing videos is to make sure you watermark your videos (and images) to either raise your own brand awareness or give credit to the original source.
Apply for Rich Pins
These special pins feature additional information right on the pin itself, such as current pricing and a direct link to the product/service's page on your website. This differs from regular pins which require users to manually enter prices and only display links when the image is hovered over.
There are currently six types of Rich Pins, according to Pinterest: app, movie, recipe, article, product and place. The set up process is a bit technical, however, so if this is not your strong point, you may want to ask for assistance from your web developer.
Drive traffic to your website
Have you recently uploaded a new service page or blog post to your website? Or perhaps you are running a promotional deal? Share these as posts on Pinterest, ensuring to include the relevant URL, so as to strategically encourage users to visit your website and find out more.
Once they land on your website they will be more likely to explore different pages, which will then raise awareness of your brand and products/services, and could potentially turn into a new lead or conversion.
Add a Pinterest button to your website
Integrate a Pinterest button or widget into your website and encourage visitors to share, or "Pin", your content with their like-minded followers. To find out how to add a "Save" button on your website, see here.
Track your performance with Pinterest Analytics
This is one of the newest features which can be found on Pinterest for Business accounts. This allows businesses to view data on how many users enter their website from Pinterest, the number of times pins appear in search results across multiple platforms and devices, unique visitors pinning content directly from their website and much more.
Keep track of these key metrics and use them to guide and improve your efforts in order to maximise results.
Keep the momentum going
Implement these steps and you will be well on your way to increased visibility and impact for your business on Pinterest. However, this is only to get you started as there are many other useful strategies, such as the ability to integrate other social networks and call-to-pins (CTP). So, to keep the momentum of your efforts going, make yourself familiar with the platform and keep researching steps you can take to improve.
If you require any assistance with your social media marketing strategy on Pinterest, please get in touch with our expert team.