A Crash Course in Pinterest Marketing
Note from Lifestyle Queen Bee: Hey guys! Do you love Pinterest as much as me? I use it for pretty much EVERYTHING – it’s such a an amazing platform. If you’re a blogger or entrepreneur, Pinterest is a tool you should be using to generate more traffic to your blog. Don’t believe me? Here’s a few stats that might change your mind:
- 87% of Pinners have purchased a product they found on Pinterest
- Over 5% of all referral traffic to websites comes from Pinterest
To read more about the above stats & more, check out the Hootsuite post here.
On the blog today, I have a guest post from Christine H who’s sharing how to use Pinterest for your marketing.
When you were a kid, did you ever cut pictures out of a magazine? Maybe you gathered together pictures of your favorite celebrities, or haircuts that you thought you wanted to try out, and then you posted the pictures up on a pin board.
Well, that’s what Pinterest is! Of course, it’s more than that. It’s also the social media platform that drives more revenue for advertising businesses than any other. What makes Pinterest a unique marketing opportunity is that its users are actually there to discover new things. That means that instead of using the old marketing system of interrupting people to yell your message in their ear, you’re using permission-based marketing to best effect. People who follow you are actually inviting you to advertise to them, and people who Pin things from your site are helping you to advertise. Most marketers say that permission-based marketing is the way of the future. If that’s a new phrase to you, you can learn more about the concept here.
Of Pinterest’s 40 million active users, 93% of them shop online regularly. And while the platform is dominated by female pinners (70-80% of its users), men are their fastest growing demographic, with the numbers doubling in the last year.
It’s clear that Pinterest is one of the biggest drivers of traffic on the internet. If your business is built on e-commerce or online shopping, you can’t afford to not be on Pinterest. And no matter your business, thoughtful marketing on Pinterest can help you get your name to the forefront of people’s minds at a pivotal time when they’re looking for new products and inspiration.
The technical methods of marketing on Pinterest are pretty vast, and we certainly can’t cover all the possibilities here. But here’s a beginner’s guide to get you started:
[ Step One: Set Up a Business Account ]
Business accounts are free, but they give you so many more capabilities than a personal account does. With a business account, you can add the Pin It button to your website to make it easier for browsers to share your content. You’ll also brand any Pins that come from your site, be able to see analytics to understand what’s the most popular with Pinners, create ads that will reach a very specific audience, and be more prominent in searches that people do on Pinterest.
[ Step Two: Make Your Website Pin-Friendly ]
As we stated earlier, you’ll be able to add a Pin In button on your website with a confirmed business account. All it takes is a strip of code for an automatic reminder to people to save your content to come back to later, and to share it with their friends and fans.
However, there’s much more that you need to do to make your website Pin-friendly:
- Use Visual Appeal
The reason that Pinterest rose from obscurity into the third most popular social media platform in just a few years is because of its weight on visual content. We love Pinterest because it just looks pretty, if nothing else. All Pins are built on pictures, so even if people want to save an article on your site, if there are no eligible images, it won’t be Pinnable. So make sure that you use creative, visually-appealing images on your site. You might even include images that are purposefully Pinnable. Remember that Pinterest has a fixed width allowed in pictures for Pins, but no limit on length. Longer Pins are often more popular than square ones. Many people take advantage of the length to create images that are actually mini-tutorials, before and afters, or a series of photos that tells a story. So, when you’re considering what kind of media to use on your site, remember that only visual media is Pinnable.
- Go Mobile
It’s estimated that 75% of Pinterest’s traffic is mobile–either browsing on a smartphone, or on a tablet. The beauty of the mobile option is one of the biggest appeals of Pinterest, but it can backfire for your business if your site isn’t mobile friendly. As Pinners click through to your site, they’ll be immediately turned off if they can’t get the information they need from your page. Make sure that your website is mobile-friendly before investing a lot of your time in Pinterest marketing.
[ Step Three: Go Forth and Pin! ]
Once your website is ready to receive and encourage traffic driven by Pinterest, move back over to your Pinterest for Business account and build out your profile. Become an active Pinner, and use the platform itself to drive more traffic to your website.
- Create a Good Profile
Your profile should be clean, visually appealing, and have a description that summarizes your business in a few short, sweet words. People will get the best idea of what you’re all about by looking at your boards and Pins.
- Create Boards
Remember the scenario of gathering magazine pictures and pinning them up on a corkboard? Well, this is the part when you do that. Each Pinboard should be a specific category. For example, if you’re a business that offers tours of different countries, you can have a board for each destination. Maybe there will be an additional board for general travel tips, one for travel inspiration and motivation. Some companies cater different boards to different audiences. So, you might have a board that’s specifically aimed at young parents, with tips for traveling with kids and inspiration for the best family vacations with young children. You might have another board that aims at young singles, perhaps recent High School grads looking to do a gap year backpacking in Europe.
It’s to be expected that many of your Pins on your boards will be your own content, from your own site. However, don’t limit it to just yours. Show that you’re in the true spirit of Pinterest, looking for new ideas and inspiration from any source. Follow other Pinners and boards that share your interests, and re-Pin their content.
These steps are just the beginning in your efforts to make marketing on Pinterest really work for you. Once you have these down, you can also create sponsored posts, where you’ll be able to target a specific audience, and you’ll only be charged according to the number of clicks that you get. You can also monitor your Pinterest analytics to understand your audience and demographic better. You can run Pinterest-based marketing campaigns, reach out to influencers, and even bring Pinterest reminders into your physical location (if you have one) to remind people to follow you on Pinterest and to Pin your products.
Remember to be social. This is social media, after all. You get more benefits as you interact with others. Sharing other people’s pins, pinning things that go to other content, commenting on or re-pinning things that inspire you, all of these will make it so that you have more impressions across the board and with people who are your demographic
Thanks so much, Christine for this informative post! I hope this has encouraged you, the reader, to hop on that Pinterest for business bandwagon!
If you’re looking to double your exposure & boost traffic to your blog, you can join one (or both!) of my Pinterest Group Boards! Head over to the Pinterest Group Board page for details & to request your invitation to join as a Contributor – I’d love to have you! ♥
P.S. If you’re interested in providing a guest post for my blog (or any other collaboration), head over to the Collab page & fill out the contact form to get started!