Pinterest is very different from any other social media channels. And to be able to market or advertise here, you need to understand how and why it is different from other platforms.
Let me get this straight. Even if pinterest is included in social media, it is not a social media communication platform. It’s a visual search engine. This is not a place where you would go to find and meet people or influencers. Pinterest is a place of solutions and inspirations.
Don’t know how to make a DIY gift? Pinterest.
Don’t have any outfit inspirations for an office party? Pinterest.
Want a new tattoo design? Pinterest.
Want to see some cute home decor ideas? Pinterest.
Here, you need to generate ideas and inspirations so that customers get attracted to your brand and start to click on our website links. Eg- you own a clothing website, and you just released new pins on Pinterest on a winter wardrobe collection. If people like it then they will be sure to click on the link through which this collection came from – your website!
You can create these pins and drive traffic to your site both organically and paid. The best part about paid advertising on Pinterest is that once the ad on the pins is over, the pins are still visible on the platform! Just because the ad is over, doesn’t mean they remove the content – so it’s now open to organic engagement. While paid pins may have a shorter life span, they are then left to grow organically. And the beauty of Pinterest’s organic pin is that they are available for a really, really long period of time.
Behavior of millions of users on the internet has shown that 72% of people say that Pinterest is the one that gives them ideas and inspiration to buy something. Can you imagine the number of people who depend on this platform? To help businesses even more, pinterest also publishes a yearly report which gives information on all the things that have inspired people.
Pinterest has more female users than men, but this is changing quickly with more millennial men coming and signing up on the platform. So if your demographic lies within this sphere that uses Pinterest then it is definitely worth advertising over here.
Pinterest Marketing Strategy:
What you must not expect from Pinterest is fast results. When it comes to the long run, pinterest will drive people to your website for months and years to come, but it takes a bit of time to gain traction. So how do you decide if Pinterest is the right fit for your business?
● First make sure if your content has not already been shared on Pinterest. All you have to do is post your website’s name next to Pinterest’s URL (pinterest.com/source/your website address). If there are already shares from your sight, it’s a good thing because people know about you already on Pinterest.
● Search for keywords on pinterest that are relevant for your line of business. If this search gives a good result, then it’s a good idea to start marketing on pinterest. Look at all the pins under these keywords that are trending or really engaging and see how you can incorporate this into your business.
● Also ask your current consumer database if they use pinterest. If they do, then go ahead and start looking for more potential customers. If they don’t then it may not be such a viable option for you.
How to make a business work on Pinterest:
- 80% of users use pinterest on mobile. So your website should be mobile optimized.
- Regular content. You cannot have an outdated website. People want to see something growing, inspiring and constantly giving. So if you regularly publish blogs, podcasts or any kind of content, then you are on the right track.
- A freebie. Everyone likes new things. So if you can give a potential consumer something for free, then they may be tempted to leave behind a part of themselves in your website -like an email address. And from here on out, it won’t take you long to convert that potential into a consumer.
- Have a Pinterest Business Account
- Install a pinterest save button on your website itself. This is so that when users see your website, they can directly pin your content without having to search for you on pinterest.
What should you keep in mind while developing your strategy?
- Think like your customer. If you were a consumer yourself, what would you want from your business? Consumers don’t just want to see product images anymore. They need more content and more conversation. So instead of posting just a picture of a denim jacket, post a blog article on ‘10 ways you can wear a denim jacket’. This gives consumers a lot more than they asked for, which is why the conversion rate would go up.
- Keep your end in mind. WHY are you even marketing? Do you want more views? More conversions? Some downloads? What is your purpose behind advertising so much? Knowing the goal will help you make a strategy strong enough to get to your goal. So don’t move in blindly, be prepared. Think of this like a backward chain of events. Look at everything backwards, then go forward!
- Pinterest is a search engine. This is the first thing I mentioned. This is not like any other social media platform, but it’s like a search engine of images. Keywords therefore play a very important role here. Your pins and dashboards should have the same keywords that people type out on the search engine while looking for something that comes under your line of business. Search for keywords, and make a note of how popular they are and check out every related or suggested keyword as well. You need to dig deep to find water!
- Track your progress. This is a given for any marketing account you need to make sure you’re not driving your vehicle to a dead end. Do monthly check ups to see how far you have come in achieving your desired goal. If there has been little or no progress, then you’ll have to re work on your strategies and methods.
Effective ways of kick starting your marketing goals on Pinterest:
● Build your authority – this means you need to put yourself out there and tell the people that you are a major player in the field. People only look at the team leaders, never at the substitutes. The idea is to make users believe that your pinterest account is THE place to get useful information on any topic in the market you are tapping into. There are many ways to do this, but a sure way to start is by building trust among your audience. They need to see your brand as a reliable companion so that they not only become a buyer but also a loyal consumer who gives repeat orders. If you do well enough, they may even give referrals about your brand to their friends!
● Grow your reach – the easiest way to do this is by approaching Pinner’s who already have a large following and engagement on Pinterest. They are like influencers. This benefits both the parties. It gives you more followers and reach and it adds more value to the Pinner you have partnered with.
● Increase traffic – if done in the right way, Pinterest can bring more traffic than any other social media app combined. But it takes patience and strategy. If you want a high traffic rate then pinners must find your content useful enough to share to others and must constantly pin and repin so that your brand’s name comes up on the top.
Almost every brand or popular pinner has a pinterest board. Think of it like an empty bulletin board that you need to fill up – except, it’s online. Once you set up a board, it’s your responsibility to maintain it. You need to nurture it – post consistently, relevantly and engagingly. You need to keep updating it and keep looking for needs to fulfill. Your boards should reflect your goals, value systems and especially your unique style.
● While deciding the board, be sure to decide the right keywords. As mentioned earlier, your boards should contain the keywords that users are likely to use while searching for something.
● Although videos are rarely seen, it’s not a ghosted part of pinterest. Along with static images, GIFs, videos and even infographics can be displayed. All are rich media but maybe not all will work for your brand. So do a bit of research to see what kind of content is working best in your market.
● Keep an eye on your competitors. DO NOT copy their style, because Pinterest being the height of originality, won’t look at borrowed or lifted content. Take inspiration and also have a critical eye on the parts of their boards that are not doing as well as they should. The loopholes in your competitor’s boards could be filled up in yours and marketed as the best option.
● Your content should be highly appealing. You can create the prettiest looking board and people may never follow it because the content is of no use to them. So give them a theme, a pattern, anything that makes sense or is useful to them. That’s the only way you’ll get people to follow you.
Pinterest is a longer term client. It cannot give you immediate results but will give you consistent, evergreen results once you’ve established yourself.
Just make sure to post high quality images because Pinners can be very picky that way!