How to Rock Your Pinterest Marketing
Pinterest, in some ways, is a little bit like Snapchat: its audience isn’t quite as big, and isn’t necessarily as diverse, as sites like Facebook or Instagram. Just like Snapchat, however, the audience that Pinterest does have is made up of extremely engaged and loyal users.
Pinterest is a marketing powerhouse, and one of the first things that typically comes out of my mouth with new clients is “are you actively advertising on Pinterest?” In this post, we’re going to go over everything you need to know to rock your Pinterest marketing right off the bat.
The answer to the question “why should I market on Pinterest” is a simple one: it’s unbelievable, undeniable selling potential.
Pinterest is unlike other social media sites, which prioritize idea generation while Pinterest focuses on content storage. The focus isn’t necessarily to broadcast your own ideas, but to find content that you love and save it for future use. This means that the life of a pin is significantly longer than the life of a normal Facebook post or Tweet.
Because of this, active pinners are extremely likely to use the site to research buying decisions and even make purchases. Want proof? These statistics should do the trick:
- 64% of pinners, when in a brick-and-mortar store, look at items they’ve previously pinned, and 67% of pinners consult their pins when in a brick-and-mortar store
- More than 70% of users would rather follow brands than celebrity influencers, which is unlike most other audiences on other platforms.
- 87% of pinnners purchased something because of Pinterest, and 93% consult Pinterest to research a purchase beforehand.
How to Set Up Your Pinterest Profile
Pinterest has incredible selling power, but you need to optimize your profile if you want to build the kind of followership that will actually allow you to sell. There are several key things that you should do to optimize your actual profile.
- Having your business’s name as your profile name
- Uploading your business’s logo for the profile picture
- Having a brief description of your business that contains keywords
- Create boards featuring keywords in the names and descriptions
You’ll notice that in this section (and in later sections) we talk about keywords on Pinterest. Keywords are essential to helping your profile, boards, and pins gain traction. Since users actively seek out content within Pinterest’s search engine, you want everything on your profile to be ready to be found by them.
To edit your profile, click on the grey hexagon above your business’s profile name, next to the upload button.
On this page, you’ll be able to change your business’s name, add a description, and upload a logo.
It’s also a good idea to use one of Pinterest’s newest features, called the “Showcase” feature. This allows you to create a slideshow of featured boards that will appear at the top of your profile under your basic information, letting you center the information you want your followers to see most when they visit your profile.
How to Use Pinterest to Engage Customers
Keeping customers engaged on Pinterest requires a little creativity. While great pins and an optimized profile are great starts, you also want to employ strategies on Pinterest like you would with other social networking sites.
I’ve encountered several small businesses using Pinterest in genius ways. When I got my headshots done, for example, my photographer created a board for us to share. We each pinned headshots we liked—we were looking at poses, make-up, outfits. She pinned some images of her own onto the board, and it worked—her images were gorgeous and were the final thing that convinced me to hire her.
To add another contributor to your boards, click on the “+” button next to your profile when viewing the board.
One of my best friends is getting married, and her wedding venue had her create a (public) Pinterest board of decorations that she liked, so they could design her decorations with her. They encouraged her to pin from their profile if she saw something she liked, which got her to publicly share some of the venue’s pins for them.
Pinterest contests are another great option. Because Pinterest contest rules are a little different than other types of social contests, though, you’ll want to check them out first here.
Getting More Repins: Best Practices
So we’ve optimized your profile, and now you’ve got several strategies underway. The last thing that’s left is to great incredible, repinnable pins. Increase repins on your content with the following best practices:
- Fill the pin’s title and descriptions with keywords. We’ve talked about why this matters in a previous section; since pins are searchable, you want them to be able to be found.
- Choose vertical images; images with ratios of 2:3 and 1:3.5 in width to height perform best.
- Choose pins that don’t have people’s faces in them; for whatever reason, these pins get significantly more views, clicks, and repins.
- Create pin images with more than one dominant color, especially if red or orange is one of those dominant colors.
Pinterest is easily my favorite social media platform, both as a user and a marketer. I recommend that all businesses at least try it out, even if you aren’t in one of the big Pinterest categories of food, crafts, or fashion (but if you are, get on the site right now). All the hard work you put into your Pinterest marketing, after all, will last forever since the site is designed to store—and thus share—great content.