Marketing on Pinterest Means Rethinking the Old Playbook for Social Media

Marketing on Pinterest Means Rethinking the Old Playbook for Social Media

Pinterest is not your conventional social platform. This guide is meant to help you understand the network and how you can use it to reach your target audience.

What Is Pinterest?

It is a platform where users, known as “pinners”, can save pins containing images, descriptions and links onto various boards for future reference. The boards can either be public or private. 

A user can create their own pin by uploading links or images manually, finding a pin via search or just by stumbling upon one on their Pinterest feed. 

Pinterest is mainly for storing inspiration and ideas. 

The Marketing Value of Pinterest

There are over 250 million users on Pinterest. This may not match the number of users on other platforms but it is still something, especially because Pinterest has exceptional selling power. 

People go to Pinterest to search for things to buy, not to scroll down aimlessly. 

What Types of Businesses Can Benefit from Pinterest?

Online stores with physical goods have a high chance of getting positive results on Pinterest. B2C companies also more likely to benefit compared to B2B. 

Who Exactly Uses Pinterest?

Statistically, women use Pinterest more than men. 70% of the users are women while 30% are men. However, more men are signing up on the platform. 

According to statistics offered by Pinterest, 40% of the households on the platform have an annual income of more than 100K. 

Setting Up Your Pinterest Profile

An effective Pinterest profile is the first step to successful marketing. 

Do not set up a personal account; open a business one for the store. This way, you will have access to advertising tools and Pinterest analytics. If you had already opened a personal account, it is possible to change it into a business account. 

Necessary Information

Keep everything consistent with your other social media profiles as well as your website. The username and logo should be the same across all platforms. 

Click on the “Settings” options if you want to make changes to your profile. 

While editing, you will see a “Featured Boards” option. They will always be displayed above your other boards. Use them to showcase important content. 

Organize Your Pinterest Boards

There are a few reasons why organizing your boards is important. One is that you will win more followers if you categorize the boards into niche subsections. 

Use a different board for every type of product and audience section. You can also create boards within boards.

Consider Keywords

Include keywords in your descriptions and use hashtags to squeeze in more keywords. 

What Content to Share

Note: all pins should have a visual component and link to a relevant page). 

  • Product pins: these have videos/photos of a product and link to the purchase page.
  • Content and blog posts
  • Infographics
  • Videos

Extra Tips

  • Use several dominant colors to make your pins stand out.
  • Do not use too much whitespace (keep it less than 30%).
  • Make use of group boards.
  • You can pay to have your pins promoted. 

Pinterest has now gone public. If you have not incorporated it into your social media marketing strategy, now would be a good time to do that. 

Pinterest is more than just a platform for creating dream boards.

Why Should You Use Pinterest for Your Business?

  • In the U.S, it is ranked as the 4th most popular social network.
  • Pinterest is popular globally too.
  • The number of active users has grown tremendously.
  • Visual search is becoming a common phenomenon.
  • Women—the primary decision makers in homes—use Pinterest more than men.
  • People use the platform to shop.
  • Pins increase brand exposure.
  • People use Pinterest for inspiration.

Setting Up Your Pinterest Business Account

  1. Visit Enter a password and your email address. Click Create Account.
  2. Choose your location and language then add a business name.
  3. Connect your Etsy, YouTube and/or Instagram accounts.
  4. If you plan on running ads, inform Pinterest.
  5. Edit your business profile.
  6. Claim your website by clicking Claim (left-hand menu).
  7. Create a Board. 
  8. Create a Pin.
  9. Pick a cover photo.
  10. Have the Pinterest Tag somewhere on your website.

8 Tips and Tricks for Using Pinterest for Business

Create Interesting Content

On Pinterest, visuals are everything. Have high-quality images (and remember your mobile audience) and write a descriptive copy. Also include a great headline and your logo. 

Be Consistent

According to Pinterest, you should pin something at least once a day. You will have much more success than you would if you created a board and filled it up all at once. Regular pinning makes it easier to reach more people. 

The best way to do this would be by using a scheduling tool like Hootsuite. 

Plan in Advance

Being a better planner is important here. Most Pinterest users love to plan ahead of time. If you have seasonal content you’d like to share, do it about 40 days in advance. 

Pick relevant holidays on Pinterest and create content around them.

Connect with Pinners Using Boards

Create DIYs, tutorials or fill a board with photos of people using your product. Maybe have a board where people can share related content.

Optimize for SEO

Don’t forget that Pinterest is a search engine and SEO still matters there. Use relevant keywords in your descriptions, pin names, board and company. Be sure to also use hashtags. 

Another thing you can do to help with SEO is to pin your website content. 

Come Up with a Content Strategy

Your strategy should focus on compelling users to make a purchase. The content you create has to walk them from awareness to action. 

Target Ads Properly

On Pinterest, you can target your ads around age, location, interests, keywords, etc. There is also the option of Actalike audiences. Pinterest will find people who are similar to your customers.

Make Shopping Easy for Pinners

Pinners love to shop. You should aim at making the process easy for them. Make use of the Shop tab and Shop the Look pins. 

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