If you have mastered one of the popular social networks, for example, Facebook or Instagram, then you can easily work with other similar platforms (Twitter, YouTube, hi5, etc.). Many marketing tactics are universal and suitable for brand promotion on any of these platforms.
But from this rule, there is an exception … Pinterest is a popular and valuable channel for ecommerce, but it differs significantly from other social networks, which puts marketers at a dead end. However, Pinterest users spend more money on online shopping than users of any of the 5 most popular social networks.
Pages with images are viewed 94% more often than without them. Do you already use this advantage in your marketing practice? Pinterest is one of those tools that allow you to share visual content easier than ever.
In this article, we’ll look at how to use this social network for marketing. Let’s get started!
Pinterest is a social platform that allows users (pinners) to save pins with links, descriptions, and images to various boards for further use. The boards can be hidden or public.
Users can create pins by uploading images or links manually, searching for pins or accidentally finding attractive photos. The last two options are great opportunities to attract customers.
Pinterest is a storehouse of ideas and inspiration. People here do not try to attract as many fans or make an impression, it is much more important for them to find interesting and attractive content. That’s why in Pinterest you can create hidden boards, which only authorized users can see.
So, you decided to use Pinterest for your business. Congratulations, it’s cool! You created their own account, set everything up … But what happens next?
As Pinterest is a platform for distributing and storing content in virtual collections, called pin boards (“boards”), then, if you decide to master this tool, you probably noticed that working with it takes a long time. You need to constantly search and share useful and interesting content. And if this process is not optimized and not automated, then Pinterest can take up to 80% of the productive time. And the business will simply not have the strength, energy and free hours.
No one will argue that this is a service that will benefit your business. But you can get even more benefits if you configure the programs for auto posting.
Think about how convenient it is to use someone or something to find images, find keywords and optimize contacts, and get a strong return on the audience. And then redirect traffic to your site and make conversions.
Do you know that feeling when you entered the Internet during the morning coffee for 5 minutes and did not notice when the sun had already set? In Pinterest, this rule works many times stronger. The day is over very soon, and your notebook literally bursts from unresolved problems. This is a good sign! So, during surfing, visitors are likely to run into your records:
To begin with, Pinterest now has more than 200 million active users. Quite a lot, especially considering the effectiveness of this platform for sales.
Pinterest is the secret weapon of online stores. Users of this social network buy organically found products in it much more often than on other sites. And all because the Pinners purposefully search for a certain idea or product, and do not mindlessly scroll the tape in search of something interesting.
The following statistics will help you to verify the effectiveness of Pinterest:
Many brands can benefit from the promotion on Pinterest, but especially online stores selling physical goods that can be photographed.
B2C companies are much easier to promote their business in Pinterest than the B2B sector representatives. But for them, there is nothing impossible. It all depends on whether you find your target audience among the pins.
Pinterest is designed to store ideas and inspiration, not links to other sites. Users in this social network do not care at all whether other people see what they have noted or archived — all this was designed not to create discussions. Moreover, Pinterest has the ability to create “secret” boards (board — is a personal catalog-album for storing images, used in Pinterest), which can be viewed only by individual people indicated by the creator of the board.
If you’re wondering how Pinterest goes hand in hand with e-commerce, here’s what statistics say:
Household income statistics are crucial because it assumes that Pinterest attracts users with higher incomes. This is reflected in additional data from “Pinterest for Business”, which show that “pinners” are more likely to spend (and spend more) buying a variety of things: from food to luxury goods.
Women in the first half of 2010 used Pinterest ten times more than men, and with a greater frequency. But in the second half of 2010, the number of men on the platform is growing rapidly. Women now are about 70% of the platform users — and if you take new subscribers in 2018, already more than half of them are men. It is quite possible that in the 2020s the gender ratio of users of the visual network will be balanced by 60%/40% or 55%/45%.
When creating your profile, brand it in exact accordance with your site and other social networking profiles. Align your username here with the profile names on Facebook and Instagram, if possible. Use your logo, color, specific phrases and infographic elements.
When you edit your profile settings, you will see the possibility of adding a list of Featured boards. They will be displayed over the rest of your posts, which will give you the opportunity to highlight the important content that you want to direct people to. Recommended boards will also help you create a brighter profile.
The first step to effective promotion in Pinterest is the creation of a high-quality profile.
First, register a business profile for your company. If you already have an active personal profile, convert it into a business profile.
When creating a profile, stick to the style of your brand. Specify the same name as used in other social networks. It is also desirable to use the same logo so that your business is easily recognizable.
If you need to update the information, click on the profile icon in the upper right corner and select Settings.
Under the Location field, there is a Popular boards section. Pay attention to it. Click Edit to select the boards that will be located at the very top of the profile. Place only the best content here to attract as many pins as possible.
Do not you have any boards yet? Then go back to this point when you are done with the profile.
We decided to search and test tools for working on Pinterest. Some scheduling programs are very convenient.
What is it? Imagine, your audience is used to sharing something interesting at 2:00 pm and 8:00 pm. But at this time you have just an important meeting with your colleagues or partners. What to do? Here the planners will help you.
Let’s figure out which tool is right for you:
This service is convenient for postponed posting in social networks and cross-posting. But postponed publications and planning posts in Pinterest is available only in the paid version. Here everything is simple:
Here you can simultaneously publish up to 10 posts. If you need more, choose a paid profile.
Another convenient scheduler. Allows you to publish an unlimited number of posts and view analytical data. The service provides 14 days of the free trial period.
With this tool, you can manage cross-posting, label publications. If you have chosen a free plan, you have 50 publications a month. SMMplanner has a convenient function for deleting publications. It will be useful to those who offer promotions, discounts, and other activities that are limited in time.
Let’s see the 8 simple steps to plan your publications with this great tool.
More than 100 million people use Pinterest, and their number is constantly growing, which makes this social network the fastest growing to date.
You will surely find your target audience here. You just have to share excellent content with them, find out their interests and help find you. In this case, you need a minimum amount of information to understand what they are looking for.
Focus on creating really good content, which will allow you to become an expert in your field. This directly affects the effectiveness of attracting users.
In Pinterest on your board, you share Pins, so give it a unique name. Here’s how it should look from the point of view of the resource creators.
Start with two boards, or edit those that you already have. Delete duplicate entries, check links, add keywords to descriptions. Perhaps even rewrite them, if necessary.
If you devote different boards to different deep niche sub-sectors of your trading area, you will get more followers. That’s why:
About 80% of the content on Pinterest is Repins.
Find the content on the site that will be interesting to your target audience, and share it.
Do not forget about the 80/20 rule: share 80% of the content of other Pinners and only 20% of your own. For each Pin, you create, share 4 Pins from other users.
In Pinterest, different types of content are popular. Below we will look at some of the best of them.
But first, make sure that your pins refer to the current page with the visual element. Do not redirect all users to the home page.
Commercial pins contain a photo or video of a particular product and refer to the site for making a purchase. This is one of the most popular content formats, it provides the best ROI.
Blog posts can be quite popular on Pinterest. It is important to choose an attractive image, it is better to add text to it (you can do it, for example, in Canva). In the description, explain to users why your article is worth reading.
Infographics and Pinterest are created for each other. But make sure that it meets social network standards, otherwise, the text cannot be read.
A video is gaining popularity on Pinterest. If you have a YouTube channel, you can directly upload your videos to your profile. Especially here they like master classes and video instructions.
Explore your site, you probably will find some excellent images that are ideal for Pinterest. Others will have to be improved.
Do not be afraid to experiment, try new designs, but always remain true to your brand.
The quality of the images is certainly very important for Pins, but the text under them is equally important.
Effective text for Pin significantly increases the chances that the target audience will find your stunning content. Visual content on Pinterest will always be central. Users, after all, move here in a circle of images, scroll the tape with them until something catches their eye.
But this does not mean that the text here is never useful. Quite the opposite: although the visual part will catch users’ eyes, the description will help them determine if they want to click.
Hashtags in Pinterest do not work the way it does on Twitter. They do not make your content more visible in search results, their task is to designate a category so that users can find information on a topic of interest to them.
Hashtags and descriptions with keywords are an integral part of Pinterest posts — because of the internal search function of the social network, which every visitor uses every time they log on to the platform. The main sense of using Pinterest is the search for everything on a specific topic.
The simplest example. Suppose you sell a subscription service for the supply of toys for dogs with a certain regularity. Let’s call your company WoofCrate. You can have this description:
Let the toy for the dog be delivered to your door once a month!” #WoofCrate #Dogstuff
Tip. If you do not know which keywords to select in the hashtags, run the Promoted Pins creator function in your business account menu. Enter in the interface text field the words from the general definition of your product. The service will immediately provide you with similar keywords with figures of how many searches each request receives, on average, per month.
In addition to the common Pins and Repins, there are also Rich Pins, Buyable Pins, and Promoted Pins.
If you have already created boards on Pinterest, you may have noticed the possibility of adding collaborators to them. Using this strategy can lead to great results.
Now you know how to create great content for Pinterest, and are familiar with all kinds of Pins. The best time to optimize the work, so that each Pin could attract the attention of the maximum number of users.
If you post your entries in popular categories, then they attract more attention. Here is a list of the most popular categories in Pinterest:
Also, Pinterest presented a list of the most popular topics by the days of the week:
If none of the above categories suits you, Pinterest has an excellent resource that shows the most popular categories for a certain day.
According to Quick Sprout, the best day for publishing Pins is Saturday, with the highest scores for records posted between 8:00 pm and 11:00 pm. Also a good time is 02:00am-04:00am and 2:00pm-4:00pm.
Elle & Co and SurePayroll agree with this opinion. SurePayroll also found that Saturday morning and 3:00 pm on Friday are also suitable for the publication of Pins.
According to Pinerly and Social Fresh, the best time to post is between 2:00pm-4:00 pm and 8:00pm-01:00 am.
So, the best time to publish Pins is:
Information on the preferred number of publications varies depending on the source.
According to Buffer, this number is 5 posts a day. Michelle MacPhearson also offers to publish from 10 to 20 Pins daily. Ahalogy recommends 10-15 posts. Conclusion? It is better to publish as much content as possible, while not forgetting about Repin. This will allow you to quickly increase the number of subscribers. Start with 11 posts a day and reduce or increase this amount until you determine the best option for you.
According to Buzzfeed research, if you place the “Pin it” button at the top of the images on the site, users of the mobile application save them 10 times more often.
Place the “Pin it” button on the images on your website or blog to significantly increase the number of Repins. SumoMe has an excellent tool that will help you in this.
Add one Pin or a whole board in your content on the site or blog will not be difficult. This will not only help you illustrate any statement but will also attract more Repins.
Just use the code from Pinterest to place the widget on your site.
Create an attractive post for the site, post a Pin and share a link to it on Google+. In Google+, share a link to your blog entry and invite users to save Pin to read the article later.
Pinterest gives the following tips:
Now you know enough to effectively use Pinterest for marketing. It’s time to put this knowledge into practice!
Pinterest does not look like any other social network. This platform is ideal for sales, especially in the field of ecommerce.
To promote in Pinterest effectively, you need to know your target audience perfectly, stick to a single brand style in all pins, profile, and boards, and use best practices and monitor all updates of the platform.
Is Pinterest a part of your promotion strategy? Share your experience in the comments.
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