Many people from all over the world have been using Pinterest over the years. Users turn to Pinterest for inspiration because of its varied content–whether parties, interior designs, fashion, and more.
However, opposite to what most people think, Pinterest isn’t a social media platform. Users don’t use it to get in touch with each other. Instead, it’s a visual search engine designed to inspire its users.
Similar to social media platforms, companies and owners may take advantage of Pinterest to grow their businesses. Online marketers can use the platform to prepare the different concepts and opinions befitting to their customer’s tastes. Marketing specialists may attract potential customers by curating content that showcases the ideas and services desired by the customers, either through paid advertisement or not. Pinterest marketing proves itself worthy of a shot.
One benefit to note is that once a user runs a paid Pinterest marketing, the pins promoted during the campaign will remain on the site and continue to drive traffic organically. Organic pins have such a long life span.
How Does Pinterest Work?
Pinterest serves as a bookmarking tool that individuals use to prepare their lives. Individuals typically conserve–or “pin” in Pinterest lingo–images they find on the internet or on the platform itself to various boards (collections of pictures around a specific topic). The pictures are clickable and linked back to a webpage where more information about the image subject can be discovered.
Users disperse the saved content to a bigger audience by the Pinterest algorithm in people’s home feed and search results. As a business, your objective is to make your content inspirational and discoverable, so that it gets seen, saved, shared, and clicked as frequently as possible. Handy material, keywords, and high-quality images are vital ingredients for success on Pinterest marketing.
Pinterest regularly releases trend reports that give insightful details about what’s commonly inspiring individuals, such as the 100 Pinterest patterns for 2019. These are relevant resources that show you what people are into right now. Use it as motivation for your Pinterest marketing venture!
The current demographics figures published by Pinterest indicate that 250 million individuals use it on a regular monthly basis. The division is 50/50 between US users and those based outside of the States.
With 80% of new sign-ups outside the United States, their global audience is growing fast. There’s a higher proportion of female users, but Pinterest is diversifying demographically and is gaining an appeal with millennial males.
For categories such as food, travel, house decoration, style, and beauty, Pinterest is an obvious choice. Nevertheless, it can be made to work for almost any kind of business, whether you sell services or products. Many service-based companies do very well with Pinterest marketing.
How Is A Successful Pinterest Marketing Strategy Constructed?
Before diving into further information, you must understand that Pinterest is a long-term game that requires preparation, persistence, and a strategic plan. Tractions and conversions on Pinterest take time, mostly when done organically.
Through paid advertising, things could speed up a notch. However, if you’re looking for fast results, Pinterest marketing is most likely not for you! On the contrary, it will send prospective clients to your site for months and years to come if done right.
There’s no one-size-fits-all strategy when it pertains to Pinterest marketing. Every marketing strategy is dependent on your respective business niche, your account’s maturity, and your overall activity on the site. Nevertheless, some top-level strategies offer a practical starting point for most business types (I’ll discuss in the next section).
Is Pinterest Marketing Ideal for Business?
To know if Pinterest marketing is right for your business, you need to do a little research.
Even if you aren’t active on Pinterest, people might already share material from your Pinterest page. To learn if this holds true, go to the following URL: pinterest.com/source/your site address. The URL reveals pins that have been pinned straight from your site. If the URL is not returning many outcomes, this could be because your site was launched very recently or because it’s difficult to pin directly from your website.
Additionally, you may look for keywords and phrases that relate to your line of work. If the keywords and phrases emerge in different profiles, board names, board descriptions, and pin descriptions, Pinterest marketing is a practical choice.
Aside from searching for keywords, you may ask your current consumers if and how they utilize Pinterest. If you’re not getting any results, it may not be an excellent fit for you. If you have favorable responses for all of the above, it’s time to get started!
To maximize Pinterest marketing, you should:
Set your marketing goals
To measure your Pinterest marketing success, you need to create clear goals and objectives. Typically, businesses use Pinterest to:
- Boost traffic
- Develop brand awareness
- Boost sales
- Provide an action
Create A Pinterest Business Account
The setup and optimization of your Pinterest business account and website are beyond the scope of this post. Primarily, you have to create your business account. And it’s easy to do.
First, you have to set up the Pinterest “Save” button on your website so that it would be easy for people to pin content directly from your website. Then, you have to activate the “Rich Pins.” And if you prefer to spend on your Pinterest ad, you need to install the “Pinterest Tag” on your website. The tag will permit you to start building up audiences for future advertising.
To be successful in your Pinterest marketing, you need the following minimum requirements:
Mobile-responsive website. Since 80% of pinners utilize Pinterest on mobile, you have to create a website that’s easy to use when visited on mobile phones and computers.
Routine content publications. On Pinterest, people search for handy information to solve a problem, find something, or discover new ideas. Thus, you have to release your content routinely.
Several giveaways. This is a no-brainer. Giveaways attract audiences. So, if you want to widen your reach, giveaways may help you with that. All you have to do is set some conditions for them to be able to join.
How is A Conversion-Focused Pinterest Marketing Strategy Designed?
If you choose to utilize Pinterest marketing, your general focus is to catch the attention of potential consumers that will help grow your business. So, how do you formulate a strategy that transforms clicks into signups or sales?
- Think like your consumer
- Start with the end in mind
- Use Pinterest as an online search engine
- Track progress and improve
Think like your consumer
Your chosen client ought to be at the heart of everything you do. In today’s world, consumers are online marketers.
Start by offering lots of value on your site with free resources. For instance, a business coach could regularly release material based on concerns that clients ask during training sessions or in a Facebook group. The resulting blog site, short articles, and/or videos need to be exceptionally useful. They need to offer ideas and details that people are looking for on Pinterest and Google.
This likewise works effectively if you offer items. Instead of posting item images only, you could compose a brief post related to a product. If you sell scarves, you might blog about “10 Ways to Wear a Headscarf,” then add a reference or link to your online store in the short article.
Start with the end in mind
When releasing a Pinterest marketing campaign, whether organic or paid, start with your objective and then design your strategy in reverse. Let’s picture a business coach–say she recently introduced a new course on “How to Discover Your First Customers.”
A couple of months before releasing this brand-new course, she began getting ready for it by producing a “Get Your First Clients List” for beginner business owners. This checklist functions as a lead magnet to bring in the right people to sign up for her mailing list. She created a sign-up box for this list in a pertinent article and frequently published them on Pinterest.
Besides organic pinning, she likewise promoted some of the pins to a more carefully targeted market through a paid Pinterest advertising campaign. For each short article, she developed one or more premium vertical images (2:3 ratio) for Pinterest. Each contains a message that entices pinners to click and learn more. When users click through and read the post, they may be interested in registering for the checklist. When registered, she supports individuals on the list by supplying lots of extra value.
Customers need to know, like, and trust your business before they will buy anything. It’s vital to primarily exercise all the information of this backward chain of events to increase conversions.
Use Pinterest as an online search engine
People can come across your material on Pinterest through different methods. The big bulk of searches on Pinterest are still done through keyword searches. Yes, even on a visual search engine like Pinterest!
To enhance the opportunity of your content getting discovered, the titles and descriptions of your boards and pins need to consist of real search terms that people use to search on Pinterest.
Do some research on Pinterest (and Google) to see what keywords and crucial phrases they use to find the product/services you offer. Document them in a list and describe this list whenever you publish brand-new content. Update your files routinely.
The Pinterest search bar is a fantastic tool to discover keywords. To much better understand how it works, type a couple of keywords in the Pinterest search bar. Keep in mind the recommended keywords. Make a comparison, look for categories, and keep drilling down the list of categories you are presented with. This will provide you a great concept of the most regularly utilized keywords.
Track progress and improve
For Pinterest business account users, you ought to take note of the traffic that Pinterest sends. You need to track progress regularly–it tells you if your marketing efforts are paying off or not.
This likewise applies to newbies on Pinterest. Although you don’t have any historical information to benchmark against competitors, month-to-month tracking will help monitor your future progress. At the end of each month, head over to Pinterest Analytics and Google Analytics to export the data you need to track and determine your success. If you’re running a paid Pinterest marketing campaign, check your campaign data from time to time to see if any adjustments are required.
What are Organic and Paid Pins?
For you to better understand the platform, you should know how it works. And there’s no better way to do that than to know the difference between organic and paid pins.
Promoted or paid pins will help you get on top of search results quicker than organic pins. Furthermore, it gives you access to more keyword info that organic pins won’t. Promoted pins give you a more in-depth view of your conversion results.
On the other hand, organic pins are pins that don’t need payment. After you’d stop paying for them, paid ads would continue to exist as organic ads and still drive traffic, although with very minimal engagement rates and conversions.
Pinterest marketing is a long-term game that requires preparation, perseverance, and a tactical approach. However, you have to understand that it wouldn’t yield instant results. Nevertheless, if you do it right, you can turn it into your best business friend. It will send potential clients to your website for months and years to come and might help you generate more revenue.