Do you have a Pinterest marketing strategy? Depending on your industry, this social media marketing channel could be an invaluable tool for customer acquisition, building brand awareness, and getting a fantastic ROI! Since its launch a decade ago, Pinterest for business has become one of the most impactful and profitable channels for social media marketers. Why and how? Let us count the ways…
- There are over 290 million active users on Pinterest— lots of potential customers to connect with
- Pins remain visible longer than any other social media posts and have the potential to be shared infinity
- Over half of Pinterest users visit this platform to prepare to buy something
- Compared to digital campaigns, Pinterest is four times as likely to generate sales
- In 2020, Pinterest ad revenue is on track to generate over $1 billion
- Over 50 percent of Pinterest users buy something after seeing it in a promoted Pin
That’s just the tip of the iceberg when it comes to encouraging facts and stats about Pinterest for business. If you’d like to cash in on this platform, here’s a checklist of what you should and need to do to maximize your results!
1. Complete Your Pinterest Business Account
Duh. Set up your Pinterest business account by adding a high-quality cover photo, incorporating keywords into your bio, claiming your website, and filling your boards with engaging, original, and relevant Pins. This will ensure your page looks clean and polished to users and Pinterest’s algorithm.
Also, consider changing up your profile image and description frequently to test keywords, images, and what resonates with users. Testing should always remain an important aspect of your Pinterest marketing strategy, so stay on your toes and optimize when you can. Luckily, Pinterest comes with a free insights dashboard, so don’t forget to check in for
2. Curate Unique Pinterest Boards
Before you start pinning up a storm, sit down and determine your Pinterest marketing strategy. If you’re a health supplement company, you should have boards that focus on your products, health and wellness topics, fitness, and other overlapping interest groups. Likewise, a sustainable lifestyle brand would ideally have a board for environmental topics, their products, luxury and aspirational content, and fashion. When you think of Pinterest boards like a Venn diagram—with your ideal customer in the center surrounded by intersecting interest groups—you’ll cast a wider net and bring in more qualified leads.
3. Publish High-Quality Original Pins
Pinners expect high-quality images and links that go to functional and non-spammy pages. If you can deliver that, you’ll get lots of comments, saves, shares, and engagements—ultimately, what appeases Pinterest’s algorithm, attracts users to your products and services, and helps your pins rank well across feeds.
To publish engaging content, create pins about your blogs, products, sales, education—everything that is unique to your brand. Then, spend time creating appealing designed visuals and professional photos to complement your copy. Don’t forget to use eye-catching and intriguing messaging and headlines like you would for a blog too—anything that entices people to click and save! Here are some more ways you can come up with original and engaging content for Pinterest.
4. Pin Often
While pins get ranked by quality versus time posted, pinning often and regularly is important! Shoot for 10–15 pins per day, including original content you create and repins from fellow users and brands. Make this aggressive pinning cadence manageable by using a scheduling platform (we love eClincher and Later) or uploading your pins to a secret board, so you can manually make them visible to the public during the day. Spread out the time you post your 10–15 pins (essentially acting like a real pinner) and you’ll be golden. Also, make sure you set aside the proper social media marketing budget so you have the resources to meet your Pinterest marketing strategy goals.
5. Resize Images for Pinterest Specifications
Of course, when you link to your website, an image preview will dynamically populate into your pin. However, that image won’t necessarily be sized to Pinterest’s specifications. Pinterest is wonderful because it accommodates any length (within reason) and only mandates a certain width. However, it’s best to have your designer (or DIY) resize the image to 600 by 900 pixels. This is the ideal image by Pinterest’s standards and gets the best ranking results.
You’ll see the image above drives to a blog post on our site. However, we created a unique image for a high-quality pin. This is time well spent because Pinterest is such a visual platform. Users expect pins that please the eye. Plus, they will click on these pins more often when you deliver what they seek!
6. Start Pinning Holiday and Sales Content Months in Advance
Pinners are planners. There’s research to back that up. On average, Pinterest users plan ahead twice as early as non-Pinterest users—using their boards as digital gift guides for holidays and special occasions. This means you should publish holiday gift guides in September (or earlier), get Black Friday sale information out weeks in advance, and always pin for the future. You can achieve this by creating a content calendar and content buckets. Here are some social media post ideas to get you started with your brainstorm.
7. Focus on SEO. Use Keywords in Your Pin Descriptions, Profile, and Name
Because pinners are in an active buyer’s mindset and/or planning phase, it’s crucial to use savvy SEO in your pins, profile, and business name. You can do keyword research like you would for your blog. Use Pinterest’s search bar to type in words that pertain to your Pins. Take note of what auto-populates (like when you do keyword research in Google’s search bar) and the long tail words that appear underneath. These are the keywords you should try using in your Pin descriptions, board titles, and business name. Here’s a beginner’s guide to SEO—featuring in-depth discussion about long and short tail keywords—if you need some guidance.
8. Use Hashtags
You should absolutely use hashtags on Pinterest. Unlike Instagram, Pinterest doesn’t seem to penalize business accounts for using the same hashtags—hooray! To find hashtags on Pinterest and use them properly, try to pin something within an overlapping category. For instance, if you’re selling CBD products, search for “CBD tinctures” or even “health and wellness” and see what Pins pop up.
Click on one that works with your audience and click the “save” button. Click to edit the description and start typing in hashtags. You’ll see suggestions pop up. Follow the same rules as you would with any hashtags—using a mix of small and large tags to reach niche and mass audiences.
9. Pin More Than Your Own Content
It’s important to pin unique content that drives to your website and other social media marketing channels. It’s also vital to repin popular content too. That’s because Pinterest’s algorithm ranks pins based on related pins. Just ensure the content you pin goes into relevant categories. This is important for SEO ranking too.
10. Add a Pin-It Button To Your Website
Add the Pin-it button to your website to make your integration with Pinterest seamless and help improve your results. This will make it easier for users to share your content on Pinterest and help you gain traction on the platform. Studies show that almost 50 percent of Pinterest users who are millennials buy something after interacting with it on Pinterest. When shoppers can pin your products to their pages they’ll have better odds of completing a purchase down the line.
11. Enable Rich Pins
Once you have a Pin-it widget integrated on your website, have your dev enable rich pins. Rich Pins pull product information into your pin description from a plug-in installed on your website or the image’s alt description. When a person pins your products directly from your website, SEO keyword rich and educational information populate in the description. This helps your SEO within Pinterest as well as gives accurate context to other pinners who see these pins.
12. Cross-Promote Your Social Media Channels and Website
Digital marketing is a giant web—funneling customers from the wide reaches of their first encounter with your brand to the final sale. Incorporate links to your other social media platforms, blog, and website content into your overall Pinterest marketing strategy. This will help boost your website traffic, general awareness, readership, and following across the board.
13. Improve Your Presence Off of Pinterest Too
Pinterest’s algorithm weighs your domain authority, Pin quality, pinner quality, and your relevance to other pinners when it decides where to put you in its general feed. The former is what you need to focus on off of Pinterest: domain authority. You know how Pinterest asks you to claim your website to ensure you’re a credible pinner? It accesses the domain authority of your website to see how trafficked, prominent, and popular it is. The more you can do to improve your domain authority, the more you’ll improve your Pinterest exposure and results.
14. Optimize for Mobile
Most Pinterest users utilize the app on their smart devices. While Pins are responsive, ensure the links you tie to your pins also lead to mobile-optimized content. Make checkout as few clicks as possible. Cut down on load times. Make content easy to scroll through and navigate via mobile phone. That way, your Pins will get your audience where you want them to go, and your mobile-optimized website will do the rest to close a sale.
15. Optimize Pins and Social Media Strategy With Analytics
You can access free analytics in your Pinterest Business Account. When you first start a business account (like the snapshot below of what ours looked like when it first launched), you’ll see the following categories. By analyzing your impressions, daily viewers, monthly engagements and views, website traffic, and information about popular pins, you can start to optimize the kind of content you Pin, your descriptions and keywords, and possibly even tweaks on your own website too.
16. Utilize Promoted Pins with Pinterest Advertising
According to a study, half of Pinterest users have bought something after seeing a promoted pin. Those odds are fantastic. Consider adding paid social across the board too to amplify your social media marketing efforts. Trust us, you need organic SEO and paid media to get your business to the next level.
Pinterest is by far one of our favorite platforms because of the opportunity it offers businesses of all types. If you have more questions, we’d love to chat! Get in touch and we’ll see how we can help improve your digital marketing across the board.
Editor’s Note: This post was originally published in September 2018. It’s been rewritten to reflect the latest stats and info for optimal Pinterest marketing strategy advice.