Over the last couple of months, Pinterest has seen a rise in usage, with 322 million active users. Pinterest is all about captivating photos, unique interests, and creative ideas. What’s not to love? Pinterest is a huge platform and could provide your brand with value by connecting you with your target demographic. We are starting to see a rise in shoppable Pins replacing regular online browsing. In fact, the platform has seen a 44% YoY increase in Pinners engaging with shopping Pins on the platform. Pinterest recently updated their Shopify integration to make shopping on Pinterest easier for consumers. So how exactly does your brand stand out and increase sales using Pinterest? Let’s dive into our top tips for Pinterest 101 to ensure a successful pinning strategy!
Step 1: Create Your Business Account
Your first step to market and reach your target audience should be to create a Pinterest business account. By signing up for a business account, you’ll have access to Pinterest Analytics, Pinterest widgets, and Pinterest tag. If you already have a Pinterest account, you can convert it into a Pinterest business account, so you don’t lose any of your content. If you are new to Pinterest, then it is time to start creating your boards, which is where your Pins will live. Once you create a board, be sure to choose the right category for your content. Also, be sure to write a board description so that users know the intention and types of Pins that will live on this board. By selecting a category, you’ll be making it easier for users to discover your content. The last step to optimizing your profile is to add a bio, so users know a little bit about your business. Bios are a great place to insert keywords. Keywords on Pinterest are related to specific niches being searched for by users. For example, if your business sells travel accessories, you may want to use keywords and phrases like “vacation” or “going on a trip.” When a user then searches these terms, your profile will appear in their feeds. Keywords can also be used in your Pin descriptions, board titles, and board descriptions to help increase your organic visibility.
Step 2: Get Connected
Now that you have created and optimized your Pinterest account, it’s time to connect it to your website, social media accounts, and online shop. Your Pinterest account shouldn’t stand on its own! Linking your accounts has the added benefit of letting users know where they can shop with you and drive users from other channels to your Pinterest account. Additionally, lean on your other social media channels to grow your Pinterest following. Promote your account and content through posts on Facebook, Instagram, and Twitter.
Step 3: Curate Your Boards
Pinterest is unlike any other social media platform, in that it’s not about the brand or the person posting the content. Instead, it is about the content itself and how people relate to it. While you should create original content, it is ok to re-pin other’s content. Think of yourself as a curator, and search for Pins that align with your brand. Don’t sweat it if you only have a few photos of your own pinned to your boards. Pinning content from other users will help organically grow your following. The most important thing about pinning other’s content is to be sure that they fit the niche of your board, which should be aligned with your brand.
Step 4: Find the Best Time to Pin
Like other social media platforms, when you post is just as important as what you post. Don’t spend time creating content only for that content to be missed by your audience because they aren’t online. As a baseline, the best time to post is between 8 pm-11 pm with Saturday being the most popular day. These times may differ for your specific audience, so be sure to dig into your Pinterest Analytics to find your optimal time.
Step 5: Think Seasonally
Unlike other social media platforms where users log on to keep up with friends, Pinterest is more action-driven. Users log on to find wedding or party inspiration, new ways to style their hair, ideas for a home remodel or find new recipes. Keep seasonality in mind! Let’s say you’re a winery with a new white wine just in time for Summer. Promote your wine by creating a refreshing summertime wine-cocktail recipe using your latest release. If you are an event venue, you may want to post more right before the holiday season as companies begin planning their Christmas parties. The holidays are an excellent opportunity to create content tailored to the holiday. Whether it be Christmas, Thanksgiving, or the Fourth of July, users will be turning to Pinterest for ideas. Even big events like the Superbowl are a great opportunity to create content that ties your product or service back to the event.
Step 6: Get Social
Don’t be shy, get out there, and follow other pinners. By following others, you’ll be bringing content to your Pinterest home screen, which can serve as inspiration. It’s a good idea to follow Pinners who are relevant to your niche. This will keep the content you view relevant and be a gold mine for re-pinning this content to your boards. The second benefit is that many of those you follow will follow you back. When you follow and interact with other users, you’re building relationships that could turn into lifelong customers. Like other social platforms, to be successful on Pinterest, there needs to be a level of engagement. Engaging with your followers and new users will foster loyalty towards your brand and keep them coming back to your profile for inspiration, ideas, and buying products. Along with following others, you can also re-pin, like, and comment on their content. Be sure not to neglect those accounts that are interacting with your brand. Respond to messages and comments on your content in a meaningful and personal way.
Step 7: Be Creative
It never hurts to think outside of the box! Get creative and post something people will notice. Take some time to brainstorm with your team to strategize and build content that has that WOW factor. Don’t be afraid to take risks and test different kinds of content out until you nail down what speaks to your audience.
Pinterest is one of the more versatile, affordable, and impactful social media marketing platforms. If your business is looking to convert more leads, drive traffic to your website, and increase brand awareness, then it’s time to include Pinterest in your social media marketing strategy! Users on Pinterest are ready to take action and have the highest intent to make a purchase out of any other social media users. 71% of global Pinterest users being female; out of that group, 80% of them make the buying decisions for their household. 85% of women on Pinterest use it to plan life moments, compared to 44% for Instagram and 53% for Facebook. These numbers are too big to ignore! If you’re looking for some social media help, contact us today to schedule your 1-hour complimentary consultation.