Marketing on Pinterest may not be the first thing that comes to mind when trying to grow a small business.
Yes, we all know that social media marketing can increase brand exposure and slash lead generation costs by up to 80%. But isn’t Pinterest a visual social network that’s useful only when you’re planning a wedding?
Far from the truth!
Just check out Start A Fire’s Pinterest profile for example. Start A Fire is a social media promotion tool. Not as visual as, say, a wedding planning business. Yet Natalie and company still found a way to create and post informative content on the network.
You see, even businesses and industries which may not be visual by nature (and has nothing to do with weddings) are seeing success on Pinterest. And the reasons for this are many.
To start, Pinterest is one of the best traffic drivers among social media networks. For the lifestyle website Real Simple, the visual social network is a top source of referral traffic.
“Pinterest is a huge source from a referral standpoint, even beating out referrals from Facebook in the month of October,” said Shannon King of Real Simple.
And let’s not forget:
Instagram, Facebook, and other social media giants may offer big data and rich targeting features to marketers and business owners. But the “smaller” Pinterest brings something substantial to the table – traffic with buying intent.
NEW: Start A Fire presents even more opportunities with the new Pinterest integration. You can connect your Start A Fire to Pinterest to experience an effortless and automatic process of increasing your content’s reach and growing your audience on Pinterest.
People who log in on Pinterest are on a planning and shopping mindset. Users go to the network searching for “man cave ideas” or the “best casual wear for summer” to create their inspiration boards. And with the addition of Buyable Pins, Pinterest put users are one step closer to the purchase.
In this guide, you’ll discover how you can use the visual social network to your advantage – from building a great profile page to promoting your content to the right people.
Marketing On Pinterest? Start With A Rocking Profile!
Signing up for Pinterest is free and easy. But creating a rock-solid foundation takes a bit of work. Don’t worry. The following section will show you how to set your Pinterest marketing campaign for success by building an optimized profile page.
The profile name has no character limit, but it is cut off after 37 characters. Not a lot of branding real estate to play with. So here are a few guidelines to follow to make the most out of your profile name.
First, you want a profile name that’s familiar to your customers and target audience.
For the solopreneur whose name is also their brand, using their real name for their profile is the right thing to do.
Take editorial and commercial photographer Bonnie Tsang for example. She is the face and name of her business. And naming her Pinterest business page after her makes the most sense branding-wise.
But for businesses that’s been around for a long time, using the company name often works best.
If the popular Dutch designer clothing company G-Star Raw used their founder’s name Jos van Tilburg for their Pinterest profile, followers and potential customers on the network will have a hard time recognizing their page.
The profile image measures 165 x 165 pixels. But for best results, Pinterest recommends uploading an image measuring 600 x 600 pixels. This ensures a great-looking profile image even after resizing.
You can use either the company logo or one of your photos. Whichever you choose, make sure the image is of high quality. And don’t forget to smile and show those pearly whites if you’re uploading your photo!
The description field is limited to 160 characters. And for a description to be effective, it needs to accomplish three important things: pique the interest of followers, tell people what to expect, and include important keywords and search phrases.
Here are two great profile descriptions in action:
Lowe’s profile description makes it clear what their pins are all about: room renovation ideas, images of DIY projects, decor and more. Notice, too, how the description ends with a strong call to action. And this one only took 147 characters!
Nordstrom’s Pinterest description doesn’t beat around the bush. It answers who they are and why they are on the network. The description also sets the tone for their content by telling what product categories they are pinning.
This one’s a no-brainer: you want to add a link to your website, which is shown just below your profile name.
And don’t forget to verify your website, too. Doing so adds your Pinterest profile picture to any pin which came from your website. Here’s Pinterest’s official guide on getting your website verified.
You also want to link your Twitter and Facebook profiles to allow automatic sharing of pins. However, you cannot link Pinterest to a Facebook business page. If you want to share pins with your Facebook fans, you have to post links manually.
The Elements Of An Awesome Board And A Heart-Worthy Pin
After laying a strong foundation for marketing on Pinterest, you want to follow through with your initial effort by posting content users would love to see. In this part of the guide, we’ll look at the elements of a great Pinterest board and heart-worthy pins.
What Makes A Great Pinterest Board
Keep Your Boards Focused
Boards are like subtopics and categories within your entire Pinterest profile. You want your pins to be highly relevant and focused on the category or board they’re in, so potential followers can easily resonate with them.
If you have a Pinterest board for “Winter Fashion,” make sure the pins in it are all about fashionable and stylish clothing for the winter season. Pinning a two-piece bathing suit (no matter how classy) in your “Winter Fashion” board is sure to get baffled reactions from your followers.
Optimize The Description
Yes, Pinterest is a visual social network. Users can easily scan the board’s pictures to get a better idea what it’s about. But do you really want to leave it to users to decide what your board is about?
On the other hand, an optimized board description gives users a clear idea of what the board is about and if it’s a resource for him or her.
A good board description isn’t different from an optimized meta description. You want the description to include relevant words and phrases while compelling users to take a closer look at your pins.
Benjamin Moore’s “Doors!” board description checks all the right boxes: sets the user’s expectations from the board, includes relevant product keywords, and even has a link to their product catalog.
Take Advantage Of Geolocation
More and more social media networks are including geolocation in their built-in search features – and for a long list of good reasons.
For starters, geolocation is a proven engagement-booster and increases the time users spend on the platform. It’s a great way to connect users and brands sharing the same interests and location.
You want to create Pinterest boards which focus on collecting content and ideas which are relevant to your business and location.
Creating Heart-Worthy Pins
Keep It Beautiful, Keep It Helpful
Great pins are beautiful. Not only do they use high-resolution and well-lit images and photos, creators of awesome pins also take the time to think about the setting.
The leftmost pin from Target shows their 3-piece minimalist collection in action, worn by a young adult female who’s likely their target user. The pin doesn’t just showcase Target’s product, it also gives users a clear idea how to use it.
But aside from looking great, heart-worthy pins should also teach users something useful. According to Pinterest, informative pins can be up to 30% more engaging than other pins.
So when uploading images and photos, try to add instructions or how-to advice to add educational value to your pins. Better yet, consider uploading instructographics like the ones found in this board by Big Oak.
Use Vertical Images
Pinterest arranges pins into columns, which means vertical photos and images take up more space and stand out more than their non-vertical counterparts.
However, don’t make your pins too long. Or else, they will get cut off, which can negatively affect engagement. Instead, shoot for a 2:3 aspect ratio. Pinterest recommends using images that are 600 pixels wide and 900 pixels high.
Take Advantage Of Rich Pins
Rich pins were introduced in 2013, and they have the advantage of being able to pack more detail than the usual pins.
There are 6 types of rich pins currently: app, article, movie, place, product, and recipe. With rich pins, users can do more – from downloading apps, creating reading lists, to buying products – without leaving the platform.
For diamond rings and jewelry seller My Trio Rings, using rich pins for marketing on Pinterest increased their conversion rates and allowed them to offer prices up to 65% lower than the competition!
How To Get Your Pins Seen And Shared
The previous sections showed how to start your Pinterest marketing campaign in the right direction. We learned how to set up the profile page for success, what makes an awesome board, and how to post heart-worthy pins.
But marketing on Pinterest doesn’t end there. Great boards and pins won’t amount to much if your target audience can’t find them. The following section will show you simple strategies to ensure your content gets the attention and engagement it deserves.
Optimizing Your Pins For Search
Search engine optimization may sound scary for someone who’s not familiar with the landscape. But don’t worry. Optimizing your pins for search engines isn’t rocket science. And if you get it right, you’ll be rewarded with more organic traffic to your pins.
First, you want to do some good old keyword research. Google Adwords’ Keyword Planner is more than enough for the job. With the tool, you can find search phrases and keywords related to your business and pins.
Once you have identified the right keywords, you want to add those in your pin titles, descriptions, and image file names, too, for good measure.
Don’t go overboard.
Don’t mistake SEO for keyword-stuffing your pin’s titles and descriptions. You want your pins to be search engine-friendly while still readable for users.
Pin On A Daily Basis
Here’s one indispensable tip to help users discover your content and increase your following on Pinterest:
The number of items to pin daily depends on your schedule. Pinning about 5 to 10 times everyday is a good starting point, especially if you are pressed for time.
But if you want to skyrocket your follower’s growth, making up to 30 pins a day is the target. Pinterest’s Smart Feed algorithm personalizes the content seen by your followers. So even if you pin over two dozen items everyday, you won’t overwhelm your followers.
Keep in mind, however, that once you’ve started pinning 5, 10, or 30 items daily, you should do it daily. People have followed you to get ideas, and you don’t want to disappoint them.
Timing Your Pins
First things first:
The habits of Pinterest users and audiences differ.
So when asking for the best time to pin, your target audience’s browsing and social media habits should be your go-to source for answers.
Now, if your Pinterest page is still in its infancy and a large enough sample size for testing is out of the question, check out this infographic to guide you.
In testing one of their social media tools, the guys behind Social Fresh found that the best times to post on Pinterest are 2pm to 4pm EST and 8pm to 1am EST.
During these times of the day, pins with a call to action get 80% more engagement, tutorials and DIY guides see a 42% increase in CTR, and pins about trending topics get a whopping 94% increase in click-throughs.
Give Your Old Pins Some Love
Let’s face the facts:
Not every one of your followers will see all of your pins.
This is especially true for new followers. And if your audience is growing at a fast rate, repinning old pins ensures that newcomers to your profile discover your older but still great content.
Giving old pins a new lease on life not only helps new followers discover your content. It may just give your bottom-line a nice boost, too!
In a study published in the Harvard Business Review, 17% of 3,000 social media users from North America and the UK said that Pinterest reminded them of getting an item they intend to buy.
How Will Your Content Marketing Strategy Start A Fire?
If you’re ready to stop spending endless hours curating content and receiving little to no credit, Start A Fire can amplify your content marketing strategy with the click of a button.
Join Start A Fire today and get the full value from your shared content.
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