Everyone knows you can count on Pinterest for recipe ideas, fashion trends, inspirational quotes, parenting tips and so much more. But did you know that it is a powerful marketing tool? While you’re pinning and scrolling through a visual storyboard of curated interests, brands and bloggers are cashing in on your clicks through website traffic, advertising and more.
Because social media platforms have evolved beyond simply offering a way to connect with people, businesses are now able to utilize certain tools to engage with their audience, build a following of loyalists and set the foundation for sales growth. Pinterest, in particular, has gained significant attention in recent years for its seemingly untapped marketing potential. Leveraging Pinterest as a marketing tool can breathe new life into your strategic marketing initiatives and offer a new way to captivate your target audience.
The Strategy Behind The Pins
Pinterest has often been described as a visual discovery engine or visual inspiration board because of its magazine-like design and emphasis on images. Users turn to Pinterest not only for inspiration, but also for planning important life events, making purchase decisions and discovering new ideas. This unique user behavior creates an opportunity for businesses to showcase their products, services and brand personality in a visually compelling manner and demonstrate how their product or service would fit into their customer’s lifestyle.
The first step in harnessing Pinterest’s power is understanding its user base. The platform has a predominantly female audience with around 71% of users being women. This demographic makeup can influence the types of content and products that perform well on the platform. However, it’s worth noting that Pinterest’s user base is diversifying, so businesses from various niches can still find opportunities to connect with their target customers.
Crafting a Compelling Pinterest Strategy
A successful Pinterest marketing strategy begins with planning and a deep understanding of your brand’s identity and target audience. Let’s delve into some key strategies that can help you unlock the potential of Pinterest for your business growth:
Optimize Your Profile
Your Pinterest profile serves as the digital storefront for your brand. At the very minimum, ensure your profile is complete, using a high-quality profile picture that reflects your brand’s identity. Write a concise and engaging bio that captures your brand’s essence and what users can expect from following you.
Create Boards with Purpose
Pinterest revolves around boards – collections of pins organized around a specific theme. Create boards that align with your brand’s offerings and resonate with your target audience’s interests. These boards should reflect the lifestyle uses and aspirations associated with your products or services.
Visual Excellence is Key
Pinterest is all about visuals, so invest in high-quality, eye-catching images. Pins with vertical orientation (2:3 aspect ratio) tend to perform better, occupying more space in users’ feeds. Don’t forget to overlay these images with informative and engaging text overlays that provide context and encourage clicks.
Develop Keyword-Optimized Content
Pinterest operates like a search engine. It’s important to integrate relevant keywords into your pin descriptions, board names and profile to increase the discoverability of your content. Think about the words and phrases your target audience might use when searching for products or ideas related to your niche.
Leverage Rich Pins
Rich Pins are enhanced pins that provide additional information beyond a simple image. Depending on your business, you can use different types of Rich Pins, such as Product Pins, Recipe Pins, or Article Pins. These pins not only provide more context to users but can also improve the credibility of your content.
Consistency and Regularity
Just like any other social media platform, consistency is key on Pinterest. Regularly add fresh content to your boards to keep your profile active and engaging. Pinning consistently can also increase your chances of appearing in users’ feeds and search results.
Collaborate and Engage
Engagement is a two-way street. Engage with your audience by responding to comments, questions and messages promptly. Collaborate with influencers or partners in your niche to expand your reach. Their endorsement can introduce your brand to a wider audience and add credibility. Ultimately, use the search engine as your audience would rather than simply publishing.
Promote Action with CTAs
While Pinterest is a platform for inspiration, don’t underestimate the power of a well-placed call-to-action (CTA). Encourage users to visit your website, explore your products, or sign up for your newsletter. A clear CTA can drive valuable traffic and conversions.
Measuring Success and Refining Your Strategy
As with any marketing effort, measuring the effectiveness of your Pinterest strategy is crucial. Pinterest offers a range of analytics tools that provide insights into the performance of your pins, boards and overall profile. Keep an eye on key metrics such as engagement rate, click-through rate and the number of saves (repins). Analyzing this data will help you identify what’s working and what needs adjustment. However, it’s important to note that pins have a longer lifespan than the average social media post. For example, your analytics strategy should take into account how often users might refer back to one of your pins after saving it to their board.
Refining your strategy based on these insights is an ongoing process. Experiment with different types of content, posting schedules and engagement tactics to find the optimal approach for your brand. Remember that Pinterest is a platform where trends can change rapidly, so staying adaptable is essential.
With the right approach and consistent effort, Pinterest marketing can become a powerful tool for driving brand awareness, engagement, and ultimately, business growth. So, why wait? Start pinning your path to success today!
