Whenever we talk about social media marketing to promote a brand, Pinterest slips under the radar, as Facebook, Twitter, or Instagram grab all the attention. Much to most marketers’ strange, Pinterest is a versatile and impactful tool to grow your business, and bring traffic, generate leads, and sales.
Now, let’s give Pinterest the kind of attention it deserves in your marketing strategy.
What is Pinterest?
Pinterest is a social platform to explore interesting visual content of diversified niches. It has over 50 million active users, with millions of new users every month.
It is a secret social media platform to reach out to a wider audience in a creative & fun way to convert curious visitors into your customers.
What is Pinterest Used For?
Pinterest works like a virtual mood board. So when you need inspiration for something creative or you just need to muse yourself into working on project, mood boards are created.
Creative people used to cut out images from magazines, newspapers and, other places to add to this mood board.
Now, with Pinterest, you can create a virtual mood board and virtually ‘pin’ the images that inspire you or muse from all over the internet. You can make multiple mood boards for your multiple projects on Pinterest.
Pinterest is a completely free to use social media platform for users, it is one of the most loved social media platform for creative people. So if your audience is creative or use creativity to their muse, Pinterest is the platform you should market your brand with.
Who Uses Pinterest?
Most young and creative people use Pinterest, that includes housewives, moms, designers, crafters, writers, bloggers, fashion enthusiasts, artists, photographer etc. The huge audience base of Pinterest is mostly constituted of people aged between 16 to 30.
So, what makes Pinterest stand tall amongst the likes of giants like Facebook, Instagram, Twitter, etc. as a marketing weapon?
Firstly, Pinterest has a very expansive user base that makes it a valuable tool for professional marketers and SMEs of different industries.
With just one pin, you can reach out to a thousand of your potential customers, and the keywords you put in the description help other people interested in your stuff to find the information you are sharing.
Pinterest varies from other popular social media channels when it comes to the life of the content. A Tweet on Twitter has a life span of 20 to 25 minutes, while the Facebook post serves the purpose for not more than 60 to 80 minutes, whereas a pin on Pinterest stays forever.
The Pins of Pinterest keep on gaining popularity for months, while Facebook, Instagram, or Twitter die down quickly. This is why Pinterest holds the key to secrets of highly successful marketing strategy.
How can Pinterest be Used for Marketing?
The user demographic of Pinterest is such that 36% of the users are young aged between 20 to 35 years. There are people with many different tests and interests in Pinterest. Among them major users are some how connected to creative aspects of life.
Small business owners in the field of fashion, art, decor, designing, blogging, and photography can target their specific target audience on Pinterest. If you have a product that can be useful for Bloggers to increase their reach, Pinterest has a huge audience for you.
Fashion and Beauty brands can use Pinterest to market their products as they have very visual products to sell.
Sharing content related to your products like Outfit Inspiration, Make-up ideas for different occasions, fashion hacks, make-up tutorials, skincare routines will definitely give your brand a wider exposure on Pinterest than other social media platforms.
#1 Interest Targeting in Pinterest
Interest targeting lets you target Pinterest users who recently searched & browsed for content from categories related to your products/services.
For instance, a company selling modern furniture will choose “home decor” or “home office” as Pinterest Interests. This type of targeting is best-suited for creating brand awareness. This is better than Facebook’s demographic targeting, as the leads here are qualified and highly-convertible.
This is because people in one single demographic won’t have a unified interest, but social media users from diverse demographics can have.
Targeting based on interest means that your pins are shown only to those interested in content related to your brand/ products. You’ve to select from different categories. Yes, there are subcategories, but still, they aren’t granular.
However, you can reach out to the right audience in combination with demographic targeting and several other useful filters.
Interest marketing is a broader means to win more new customers.
Setting up interest targeting for Pinterest Ads is easy-peasy. Here is the quick step-by-step tutorial to follow:-
How to Create Interest Based Ads on Pinterest?
- First of all, log-in to your business Pinterest account.
- Now, see for the term Ads at the top of the screen, and then click Create an Ad.
- From the left-side navigation screen, choose click New Ad Group.
- Again, from the left-side navigation, click targeting.
- In this step, under Add Interests, you’ve to pick any of the relevant interests from the search bar that is related to your business.
- Once you’ve completed the above, you’re now required to pick Budget & Schedule, Optimisation & delivery & Ads.
- Carefully review every section of the information.
- And, finally, you’ve to hit the Launch button.
Once you’ve launched your Ad campaign, Pinterest will review your ad to ensure all the Advertising guidelines are adhered to. This process of reviewing can take up to 24 hours.
If the campaign is not following any of the guidelines, then a notification will be sent in the Ads manager, letting you know what change you’ve to make and resend the Ad campaign for review. Once approved, Pinterest will commence distributing your Ad.
#2 Keyword Placement
Do you know on Pinterest, your pins and even the profile are searchable? Therefore, by optimizing the content with relevant sets of popular, searched, and relevant to your products and services, you’ve higher odds of appearing on the search result of Pinterest done by the right audience. Stumped? Don’t worry; I’ll be explaining in detail the science of keyword placement on Pinterest.
Think of Pinterest as a Google search engine. Just like you target several keywords, do the same for Pinterest. When a user searches for home decor on Pinterest, your Pins will show up if you have the description’s keyword.
What is Pinterest Keywording?
It is a process of adding specific one-word keywords, or long-tail search queries to your Pinboard description, profile, image description, and post caption to find direct relevant users to find your content. It is often the most overlooked yet critical factor when it comes to Pinterest marketing strategy.
Finding the right keywords are indispensable to show up more on Pinterest. As a rule of thumb, remember them: you want your pins to be discovered by your perspective, target audience, and not everyone. So, be careful with selecting keywords, don’t be too broad that you get lost in so many brands, or too narrow that no one discovers you.
In a nutshell, you have to be specific & targeted; every pin must focus on the topic’s central idea.
How to do Keyword Research for Pinterest?
You don’t need any paid tool to search for relevant keywords, just use the Pinterest search bar, and you’re the best keywords right away.
First, log-in your Pinterest account, hit on the top search bar, and type-in any topic for which you have a Pinterest board or blog about.
Once you’ve the keywords, next is heading onto your Pinterest board. Edit your description with the keywords you’ve manually picked. When the keywords are added, save the board, and it is optimized with keywords. Repeat this same process for every Pinterest board you’ve.
It is advisable to create an excel sheet with the keywords, refer to them whenever you are publishing a new post, include the keywords in the description.
Use the keywords in the caption of each pin you publish. Additionally, your profile bio must also include keywords that are related to your niche.
Also, don’t forget to change the file name of your website to include the Pinterest keywords. The title tag of the image must be the title of your blog. When A user pins your image, the description will automatically show up.
#3 Information Curation
The first and foremost requirement for any business to succeed on Pinterest is to post more often on boards. If possible, at least one pin a day to keep your followers engaged. Pinning doesn’t mean simply creating a business uploading random pictures.
You’ve to provide value to your potential audience so that they pin your post; offer a variety of content, right from infographics to real photos. Your pin must have the relevant tags to make it discoverable, and the caption should include the right keywords.
By pinning regularly, you’ll end up building a broad follower base; those are interested in your activities. Also, evolve with the trends to curate content that people love to pin. On Pinterest, you can post, right from the latest clothing, arrival in your store or the photographs of the recent event you catered to better engage with your audience.
1. Develop a Board
As a matter of truth, develop as many boards as possible. A board is simply the collection of the pins – your images. For every board, you can have as many pins as possible. By developing boards, you’ll have a clear idea of how to curate the content, through the organization of the images in different boards.
In addition to that, you can do the right pins of other people to accentuate your collection. But, be careful, don’t overdo or end up promoting someone else’s brand. For B2B and B2B businesses, creating boards with the right keywords is vital for Pinterest.
2. Follow People of Same Interests
Just the Twitter platform, the Pinterest tool lets you follow people or brands. Context, You have the complete freedom to follow/unfollow Pinterest users at your discretion. Follow as many users as possible, people related to your interests.
Remember, the key to successful content curation for Pinterest is to pick the attractive images at first glance and are essential.
For instance, if you run a mobile app review site, you’ll be better off creating various App boards, following App development companies and App writers, but you’ll have to invest much less time in researching content to share.
3. Repin Images
In Pinterest, there is a unique feature of repining images. It allows you to repost pictures of other people to your Pinterest boards. This will help to get your business off the ground over Pinterest.
So, to boil down, you need an effective and engaging content strategy to reach your audience. Just remember, there are 50 million on Pinterest, you’ve to go that extra mile in adding value to your board. And, a quick tip, picture in portrait style over Pinterest performs better.
A great image simply doesn’t mean a pin; you’ve to make it meaningful. The image published has to provide some sort of context; this will help you build your brand.
Pinterest encourages its users to have a unique description for each pin. The more meaningful and related the description is to the audience; the greater is the engagement.
#4 Brand Positioning
Before you set on a journey to attain the top positions, one thing you need to know is that a brand is strong only if it has a comprehensive of its market & customer base. You’ve to define your products/services clearly, and illustrate how valuable they are to your potential customers.
Here, how the philosophy works, first think of your brand as a car, then what would it be? So, now think of the boards as the different cars lots, and pins as various cars. Think, what kind of car you’ll love to view?
You have to be specific, know the fundamental reason why your pin exists, this helps in creating engaging boards that your followers love to engage in. Stylish or a classic car? Family-friendly? Don’t make your brand dull like a plain car.
So, define your USP; this is what your business is all about. Thoroughly understanding your product and how it is useful to your potential client base is the first step towards exploring the limitless possibilities of Pinterest.
For instance, you are promoting your vacation hotel or resort, don’t use post photographs of rooms, highlight the beautiful, and offer unique amenities. The detailed attention to what you offer and the surrounding area will attract more audience than your pins related to your venue.
Besides, it is imperative to understand & define your competition.
Take advantage of your competition pins, contests, promotions, or contents, while directly reaching out to customers.
Keeping an eye on your competition isn’t a new trend, nor devious, so it is a good idea to know your competitors and how they are performing. Pinterest marketing is a means to learn from one another & interact, that should be essence of your strategy too.
#5 User Engagement
Yes, Pinterest is powerful to market your products/services, but simply creating a business account and publishing a couple of pins won’t bring truckloads of traffic to the site.
You’re required to curate a well-planned strategy to boost customer engagement. Having a plan will get you more followers, encourage them to share your pins, ultimately word of mouth for your brand.
Here, we put forth several tips on how to increase your customer engagement, let’s find out:-
1. Be An Active Pinterest User
To get more engagement, you’ll have to be an active user on Pinterest because only you’ll get followers. Being an active user, instead just about publishing pins, but also comment on other people’s pins, like their pin, and repin their image.
The more you interact with your followers, the more likely they’ll stay engaged with you. The more you like and comment, the more exposure you’re giving to your brand.
2. Create Group Boards
Since the launch, Pinterest has evolved significantly. One of the latest features to be involved with Pinterest is the ‘group board’. With the group board feature, you can invite other people to pin content over a group board that will appear on your profile.
The pins they’ll be sharing, don’t just show on your board, but also. This will considerably boost the number of users who see your content.
Not only will this boost the brand exposure, but it also increases engagement from those who you’ve requested to post pins on the group board. However, just by putting up an invitation, won’t encourage many to join your board.
The more users you’ve on your group board, the more valuable, engaging information you’ll be sharing with your potential readers, and you’ll get more followers from those users.
3. Have Customer-Driven Pin Boards
One of the proven ways to make your content valuable and engaging to your potential customers is to appeal to their needs.
You can accomplish this by creating and managing a customer-focused pinboard. Some of the best ideas of such boards include sharing photos of people wearing or using your products.
You can encourage your customers to send you such photos, in the allure of rewards and special discounts the next time purchase.
If you are a consultant, then you can share a link to your customer testimonials.
Your followers are more likely to repin, comment, and like such pins. This will back your brand to stand out in the crowd. So, keep on trying new things, don’t stick to one strategy to increase awareness that’s how you are going to nail Pinterest Marketing.
4. Tracking Your Success
It is of paramount importance to track how your campaign is performing; you can measure the diverse parameters using comprehensive tools.
The various parameters include impressions, downstream engagements, conversion rates, engagements, etc. When it comes to running a successful campaign, you must maintain a gradual approach.
5. Market Testing
Another proven means to appeal to your prospective audience’s ego is to ask them to provide you their opinion. This will not only boost your customer engagement but also present you with valuable insights you need to improve your brand marketing.
Try market testing for your new product/service over your Pinterest board.
You can publish the photo of the prototype of your upcoming product or a link to your blog talking about your company’s plans, then ask your followers to repin or like your pins, always ask them what they like about it. The pin with the most number of likes or repins is proof that people are enjoying what you are sharing.
5. Hosting A Contest
Offering something for free will drive more engagement for your pins. Pinterest has a feature that lets you host your content; your engagement will improve significantly.
As an entry method, ask people to follow your Pinterest boards, like, re-pin or comment on the recent five posts. This will serve your purpose of user engagement.
Pinterest is growing & expanding, with so much exposure for your business/brand. But, it is of paramount importance to implement the right marketing strategy to bring good engagement from your followers and see your website traffic soar through Pinterest.
#6 Paid Promotions
In Pinterest, promoted pins are the paid advertising option to promote your brand to the audience interested in your visual content. Like Google Ads, Pinterest’s paid advertising model is based on the CPC that only pays when someone clicks on your pin.
Promoted pins are a powerful means to reach a broader audience based on contextual and demographic factors. You’ll drive more value for your pins by getting discovered by interested people in your products/services. After grabbing their engagement, convert their leads into sales.
The advertising module of promoted pins is simple. Just dive in, and this will get your promotion going. To get started, you’ve to select a pin for promoting.
You’ll have to set your goals, and then you’ve to pick an audience. And, finally, decide on the CPC bid for your budget and campaign. To get more out of your promoted pins, you can follow the below tips:-
1. Single Out on the Potential Pinners
As promoted pins make use of your potential users’ demographic, you’ll have to be particular see your pins. To serve this purpose, there are resources on Pinterest, such as gender, language, location, and device to tailor your marketing strategy to your potential audience and improve the chances of success.
2. Optimize the Right Keywords
The promoted pins of Pinterest are based on keyword strategy. By optimizing your campaign with the right set of keywords, you’ll make your content relevant for your target pinners, and boost the odds of getting clicks on your paid pin.
3. Formulate a Bidding Strategy
Like many other advertising models, you’ll have to pay with Pinterest when a target pinner clicks the pin. With 150 keywords to target, Pinterest presents you with complete flexibility to reach a broad audience base. Before you promote a pin, you’ll have to put in efforts to create a well-framed bidding strategy.
Aggressive bidding is apt to get your business off the ground. Since you’re paying per click, you can take risks to improve your CTR. As you see conversations coming in, modify your bidding strategy.
4. Choose Attractive Pins
You can expect the dullest of your pins to drive significant engagement. The image is what gains the viewer’s attention instantly, so make genuine efforts to ensure it is attractive.
Have a high-quality image that conveys the central idea of your product/service. The pin must compile your potential pinners to take particular attention.
5. Rich Pins
Pinterest comes with six different pins; you can pick from, recipe, place, product, App, movie to article. These rich pins can be a very useful in your Pinterest marketing strategy to bring more qualified leads to your website. Because they have very clear call-to-action.
But you’ll have to reach out to the developers for adding rich pins capabilities to your site. Then, you’ve to verify the pins that appear over Pinterest and interact on your Pin-board.
6. Track Your Success
The secret to running a successful campaign on Pinterest is to track how your campaign is performing continually.
You’re required to measure various parameters to analyse the performance; these include downstream engagements, clicks, impressions, engagements, and conversion rates. When running a campaign over Pinterest, you’ll have to take a gradual approach.
Continuously tweak your campaign, analyse the behavior, and keep an eye on conversions & goals.
7. Timing is Essential
Just like Facebook, Twitter, timing is indispensable to promoting your pins. To maximize the results of your promoted pins, you’ll have to align with social events.
The obvious ones are the Black Friday, Easter, or Christmas, Diwali, Holi but you also need to take important events into account related to your industry. You can run a special discount during these times to drive more engagements.
8. Long-Term Strategy
If you want to benefit from your ‘promoted pin’ campaign continuously, you must come with a proper long-term marketing strategy.
It is advisable to stay clear of the downstream engagements and rapid conversions. Add to that, focusing just on making sales will do more harm than good to your brand in the long-term.
Remember that it takes time for your pins to show traction.
9. Make use of the A/B Testing
Commence with your prompted campaign with A/B testing. It will provide you with a more in-depth insight into your prospective audience, what are their likes & dislikes?
Run various promoted campaigns with a unique message & image. Analyze the pins’ performance and decide on one or two pins doing good, based on this, you can plan your long-term strategy.
10. Role of CTA
The call to action button has a significant role to play; it is instrumental in leveraging your audience to the next level. Learn how CTA goes into Pinterest. You’ve to be very careful with the description of the CTA.
So, we reached the end of this article. Today, we learned, what Pinterest is, how it works, the science of keywords placement in Pinterest, user engagement, etc.
Now, we can easily deduce that Pinterest is a versatile marketing tool, but promoting your products/services using this social media platform is not everyone’s cup of tea.
First, you’ll need to learn the fundamentals of Pinterest marketing then try & improve strategy.
Also go through this carefully curated list of 25 Do’s and Don’ts for Pinterest Marketing Strategy, which you should know before starting!
The most important part of Pinterest marketing in 2021 is interest targeting. It has changed the way of brand promotion. It works on the fact when someone is already interested in the kind of products you offer then it is pretty effortless to convert those interested visitors in paying customers. With Pinterest marketing your brand can directly approach people who will be interested in buying if you have a value to provide.
To improve your pInterest profile do these following things:
1. Use clear Profile Picture or Logo.
2. Add a cover picture clearly communicating your brand message.
3. Write description which resonates with theme of your Pinterest content theme and brand.
4. Create at least 10 to 12 boards and add pins to them.
5. Claim other social media accounts on Pinterest.
6. Use clear CTA for your pins.
There are several reasons for that, and some of them I’m sharing below:
1. The paid ads on Pinterest have high ROI because you only have to pay when someone clicks on your Pin.
2. The content on Pinterest never gets old it stays forever so if your pins are really valuable then even after years they will be shown to users.
3. The user base of Pinterest is highly engaging, if people see that something that they don’t want to miss they will pin it immediately.
4. With Pinterest you don’t have to look for common interest pattern in people, you can post something unique and even that will get quick attention.