April 5, 2022
By: Nidhi Kala
Would Pinterest marketing skyrocket your business even when you've been floating on the deck of other social channels? Well, that could be hard to answer.
But, what if we told you 47% of people are shopping for products from Pinterest as you read this article? Yes, that's right.
Pinterest is home to 430 million active users worldwide as estimated in 2021. These people are looking for new ideas, inspiration, and to even make purchases through the platform.
It's the right time to up your game. Ready to find all your answers? Here's what we'll cover in this article:
Pinterest is exactly for you if you are an eCommerce, SaaS business, creator, or influencer. Pinterest makes up 76.7% of females and 15.3% of males.
Furthermore, women aged between the 25 and 34 age bracket represent 29.1% of Pinterest’s ad audience.
What does that mean? Women users dominate Pinterest. And if your ideal audience includes women, start leveraging Pinterest marketing.
Pinterest is nothing less than a resource to build your brand and gain organic traction. Here are five Pinterest marketing strategies to help you get on the growth track:
First, set up your Pinterest profile as a business profile. A business profile gives you tools like Pinterest analytics and advertising strategies to grow your business. When adding information to your website and social media, be sure all brand elements are consistent.
To set up your profile, simply go to Settings. Add details like your logo, business name, bio, website, and username. Furthermore, you can add more details, like the physical address of your business.
Keywords are the backbone of Pinterest marketing because of their search feature. Pinners use the platform to research their buying decisions and even make purchases. When someone searches for a specific keyword, you want to make sure your products show up in the search results.
If you aren't sure about which keywords to target, go to the Promoted Pins creator and use their keyword suggestion feature. Type a tight-knit keyword. You'll see a list of keyword suggestions with the number of searches per month. Choose the keywords from the suggestions here.
Once you have decided on the keywords, it's time to put them in the right place. Start by embedding them in your username, bio, boards, and pin descriptions.
Movavi Blog uses keywords like photography tips, filmmaking, and video making. When pinners search for any of these keywords and filter down to profiles, Movavi is likely to come up in the search results.
Freepik uses simple words for their boards, like backgrounds, tutorials, and illustrations. When the Pinterest user searches for these keywords, Freepik's boards will show up in the search.
Similarly, Freepik's board "Summer" highlights board descriptions with keywords like collection, summer, graphic, resources, and so on.
Even though Pinterest is visual-heavy, people want to know more about the pin before they click on it. For example, if you are a jewelry store, pin a collection of earrings and tell the users whether it is a silver-oxidized earring or gold-plated.
💡Tip: Use hashtags to add more weight to your keyword optimization strategy. This works mostly when you add hashtags, either in the board descriptions or pin descriptions. Start off with at least one hashtag in the description and two when it's relevant.
When your goal is to drive organic traffic to your website and grow your business, adding keywords is not enough. Create content that lands in the user's feed, too.
But first, let’s understand the three different kinds of pins you can create on Pinterest:
These are multi-page pins to tell a story, engage your audience, and increase your follower base. From single images and videos to multiple images, these pins feature everything. Use them to repurpose Instagram reels, carousels, or feature product details.
Because Idea Pins are a new feature on Pinterest, the organic traffic you get is enormous. The best part? Unlike other platforms, these pins do not vanish after 24 hours making them more convincing.
Tamara Sykes, the SEO Strategist of Next Level Presence, had this say about her experience with Idea Pins:
My top pin before the idea pin feature had around 10,000 views. Now my top pins that result in follows, saves, and clicks are 2 story pins that have surpassed a million views by the end of 2021.
Since Idea Pins are getting more visibility, it's a smart way to boost your Pinterest marketing strategy.
Before you create your next story pin, you must know:
Formerly called shoppable pins, Product Pins are clickable. You can sell your products directly to customers from your eCommerce store. They look like regular pins but highlight product information, including title, description, price, and stock availability.
By clicking a Product Pin, you’ll see extra details like:
These are informational pins — the ones that influence your sales. On the surface level, these pins are similar to Product Pins. But, these pins are more SEO-focused-they display metadata like keywords, phrases, and price tags from your website pages. When you apply for Rich Pins, your site’s metadata forms Rich Pins.
There are four different types of Rich Pins:
Great! Now, you can create numerous pins. But to get you started, here are some pin inspirations:
Here is some inspiration for product-based pins:
It features product with a logo. You can display these pins with your brand logo anywhere on the page.
To up your game, you can also add the CTA. Here’s what it looks like:
It features product with a tagline. Taglines are a great way to interact with your audience while telling them about your product in a playful way. Here’s what a Product Pin with a tagline looks like:
It features a product collage of many images and videos. Yet, this collage is different from the story pin. For example, if you have 2 to 3 images of a single product, arrange them and create a product collage like the one below:
It features the product in action, i.e., the products customers use. Also, leverage customer reviews and use them as pins.
So you know what works on Pinterest and the kind of content you can utilize for Pinterest marketing. But you need a posting schedule to boom on Pinterest.
The good old days of Pinterest say you need to push yourself hard to post 10 to 20 pins a day. But we recommend you start with 4 to 5 pins per day.
Not only this, the Pinterest algorithm pushes fresh pins to its audience. So you need to check that every pin you publish is new. That could be challenging, though. What can you do instead? Repurpose existing content.
A smart way to do it is by looking at your existing pins, choosing the pins you want to repurpose, and changing their fonts and texts. This way, you’ll be publishing the same pin.
Now, think of the burning challenge in growing your business on Pinterest—consistency. And the best way to tackle it? Create a publishing schedule. Plan your content ahead and schedule it using social media planning tools like Tailwind.
You can upload pins and schedule them in advance with this tool. What next?
SaaS reporting tools for social media provide analytics to help analyze the performance of your content. Track how your pins perform, download the analytics reports, study them, and based on the analysis, create better pins to improve your Pinterest marketing efforts.
Kaviyakavi Baskaran, Social Media Marketer of Vmaker, showed support for the strategy:
We created group boards where we invited other influencers and bloggers and networked with them within Pinterest.
Group boards are a great way to invite influencers and bloggers and add their pins to your board. How does this help?
When a creator publishes to the group board, their pins will be shown in the Pinterest feed of people who follow the board or its owner. And if your group board has contributors with a strong follower base? Chances are your products will be seen by their audience.
A win-win for both.
Whether you are creating your own group boards or publishing on someone else’s group boards, make sure to follow these best practices:
Use Tailwind analytics to see which pins are performing well. Tailwind shows all the pins from your Pinterest account with more engagement. Study them, find which pins belong to group boards, and they will lead to conversions.
💡Tip: Limit the number of collaborators on your board to less than 500 because Pinterest considers the above number to be spammy.
Pinterest pins are basically paid ads on Pinterest that help you increase brand awareness or sell products.
These pins run on a cost-per-click model like the Facebook and Instagram ads. To create these pins, you must have a budget. These pins are run for a specific duration. You are charged for these ads only when someone clicks on them.
With these pins, you can attract people to view a specific pin like a feature, an article, an event, or your products. It's a whopping Pinterest marketing strategy for time-sensitive elements to improve your business sales.
For Valentine’s Day, your e-commerce store launches a series of products. You can create pins and promote them to drive more sales to the products.
Below is the promoted pin by Hootsuite that the Pinterest audience discovers while browsing through their feed.
Before diving into how you can create promoted pins, first understand the different types of campaigns:
Now, let's understand the jargon terms that you’ll work with when creating the campaigns:
Under Add Interests, you’ll see a list of options. Select as many interests as you can relate to from this list. Under the Add Keywords section, type a broad keyword. This will display a list of keywords by Pinterest with the monthly search volume. Pick the relevant keywords you want.
Now, you can skillfully create a Pinterest campaign to acheive your business goals. Right? Probably not.
You need to track your campaigns and find out how they are performing. That's where you need a Pinterest Conversion Tag.
A Pinterest conversion tag lets you track the conversions that come from Pinterest traffic to your website.
Here's hoping you now have a full picture of how to upgrade your business using Pinterest marketing. Let’s recap:
We are sure you'll no longer sit on Pinterest marketing and step up your business growth right away.
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Nidhi Kala is a freelance writer for SaaS and eCommerce brands, specializing in creating long-form blogs and ghostwriting LinkedIn content for founders. When she is not working, you'll find her exploring new calligraphy scripts.