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8 steps to building a killer Pinterest strategy in 2020

Pinterest drives an astonishing 25% of all retail website referral traffic. It should come as no surprise considering that a whopping 93% of the site’s users use the platform to either to make purchases or plan them for the future.

That’s what makes Pinterest such as powerful tool for businesses. It isn’t just your bog-standard social media platform – it’s also a search engine, a site where users flock to search and discover.

In fact, 55% of pinners log into the site specifically to find products. With the average session on Pinterest lasting 14.2 minutes, that’s a whole lot of time to capture your audiences’ attention.

So, if you’re questioning whether your business needs a Pinterest marketing strategy in 2020, the answer is likely to be yes.

In this article we’ll share 8 killer Pinterest marketing strategies to help businesses drive more traffic, expand their audience and generate more sales from the fourth most popular social media platform out there.

1. Optimise your business account

 

Pinterest business accounts are super easy to set up – users can even convert their existing personal account into a business account.

They come with a range of benefits, including:

  • Displaying your business name on your profile: rather than your personal name
  • Pinterest analytics: on both your pins and boards, offering amazing insights into how your content performs, helping evaluate and adapt your strategy going forward
  • Getting your website verified: giving you a check-mark next to your name to show you’re a legitimate account
  • Access to Pinterest’s marketing content library: giving you tips and guidance on growing your account and driving sales

Having set up your business account, it’s time to optimise it:

  • Fill in all your business details: this may sound obvious, but tons of businesses fail to complete this simple step, leaving out important information. The key is to make sure that anyone landing on your profile is able to find out all the vital information about your business and get in touch easily if they wish.
  • Add a profile picture: make sure it’s professional and on brand. It’s a great idea to use your business logo here.
  • Complete a short description: this should accurately describe who your business is and what it does.
  • Claim your website: this ensures that your business name and profile picture appear on every Pin that contains your content – whether you created the pin or someone else posted it from your site.

Optimising your Pinterest Business Profile is not only critical for user experience, it will also help Pinterest rank you for relevant searches,  suggesting your page to targeted users.

2. Produce and publish killer pins

 

Visuals speak louder than words on Pinterest. In fact, 85% of users state that visuals are more important than text. What’s more, visual searches on Pinterest have more than doubled in one year to 600 million.

Simply put, if you want your pins to attract views and drive web traffic, they’ve got to be worthy of it.

Here are a few top tips on creating awesome pins:

  • Think vertical: vertical pins stand out, taking up more space on the screen than horizontal images. The optimal size for a pin is 735 x 1102 px.
  • Don’t cut corners on quality: a high-quality image lends itself to be shared, viewed and clicked on Pinterest. Poor, low-quality images on the other hand don’t. Quality is key. Likewise, pins that include graphics need to be top notch. Don’t worry if you don’t have access to a graphic designer, there are lots of free, easy to use tools out there that make creating pins super easy. Try out Canva who have a specific Pinterest template.
  • Be on brand: make sure all your pins are on brand – using your brand colours and fonts. You may even use your logo to increase brand exposure. This is important considering that 77% of Pinterest users have found a new brand or product on the platform.
  • Link to your landing page: within a pin, businesses can link to their chosen landing page, meaning a user merely has to click and they’ll be sent to your site. This is an amazing feature for driving traffic to your site.

If you want pinners to interact with your pins, they’ve got to look great. Get it right and it will pay off.

And remember – a killer pin encourages tons more re-pins. Re-pinning is the process of another user saving your pin to their Boards, in turn sharing your pin with their own follower base. That’s’ amazing exposure for your business.

3. Copy is key – optimising your pin descriptions

Although killer visuals will be key in your Pinterest strategy, that doesn’t mean you can cut corners when it comes to copy. Your pins need to cover all bases.

The pin description is there to provide more context about your image.

And, being a search engine, optimising your pin descriptions is crucial for being found on the platform. After all, there are more than 2 billion text-based searches carried out on the platform every single month.

So, what makes an optimised, epic pin description?

  • It’s all in the detail: your pin description should describe your pin clearly and concisely, but it doesn’t need to be boring fact after boring fact. Have fun with it and stay on-brand.
  • Include a call-to-action: this tells readers what you want them to do. What’s more, studies have found that using clear, actionable wording and a call-to-action in your Pin description increases email sign-ups by a whopping 70% and sales by 6%.
  • Include your business name: studies have shown that including your business name in the first sentence of the pin description actually leads to a 54% higher conversion rate for email signups.
  • Count the characters: although you have up to 500 characters, it has been suggested that descriptions that are just over 300 characters perform better.
  • Name your price: merely adding the price of your product to the pin description increases sales by 28%
  • Don’t forget the hashtags: hashtags can help your content appear in searches on Pinterest, but they are slightly different to how you’d use them on the likes of Instagram or Twitter. They need to be descriptive and informative, so where #interiorgoals may work on other platforms, use something a person may actually search for on Pinterest such as #interiordesign
  • Use keywords: remember, Pinterest is a search engine, so to get your content discovered you’ll need to include the keywords you wish to rank for.

Which takes us on to our next Pinterest marketing strategy…

4. Carry out keyword research

 

Every digital marketer worth their salt will be experienced in keyword research for SEO.

And, as we’ve said again and again, due to Pinterest being a search engine itself, carrying out keyword research on the platform is crucial for getting your content found.

Thankfully, keyword research on Pinterest is super easy to carry out.

  1. In Pinterest, simply type your keyword into the search bar. Let’s say we are an interior design company – our initial keyword is interior design.
  2. Pinterest will suggest more terms related to our keyword in a drop-down menu based on what real users are searching:
  1. Next, click through on one of the search terms from the drop-down menu.
  2. Pinterest will suggest even more modifiers to the term displayed at the top of the page, giving you more indication of what pinners are interested in around this topic.

Once you’ve found your keywords, you should include them in your:

  • Pin Description: this tells both users and Pinterest what your pin is all about
  • Pin Title: again, giving that all-important context
  • Pinterest Profile bio: bear in mind, you have just 160 words in your bio, so use them wisely.
  • Board Descriptions: again, this tells both Pinterest and pinners what your boards are all about, improving the likelihood they will appear for relevant searches.

5. Build up your boards

 

Now you know how to create killer pins and optimised descriptions, you can focus on building up your Pinterest boards.

There are over 4 billion Pinterest Boards out there, with 2 million Pinterest users saving Shopping pins to their boards daily.

To create a killer Pinterest marketing strategy, the key is to build and maintain interesting, relevant Boards that resonate with your audience.

Think of Pinterest Boards as a digital mood board, used for grouping pins together around a particular topic or theme.

For our Interior Design company, our boards could include anything from Bedroom Design Inspiration to New In: Autumn/Winter 2019.

 

Populate your boards with original content as well as re-pinning other user’s content if relevant. Re-pinning is a great way to constantly stay active on Pinterest, especially useful for businesses that struggle to produce fresh content every day.

The golden rule to remember when re-pinning content is that it needs to be relevant and support your own content. It’s also worth remembering that you can edit the pin description yourself when re-pinning other user’s content. This means you can include your own keywords, hashtags and information, optimising it for search.

Boards are there to give users inspiration and tap into their interests. Posting relevant, on-topic pins will therefore attract tons more views and clicks.

Don’t forget to tap into seasonality too. With Christmas approaching, why not set up your ‘Christmas Style’ board? After all, this is a super useful, enjoyable resource for your audience.

Not surprisingly, according to Pinterest, content that is timely and aligns with holidays sees a 22% boost in online sales.

6. Make use of Rich Pins

 

Rich pins are those that provide further context about your pin by displaying more information directly from the pin.

Free and available for all businesses to use, rich pins take and update key information from the website they came from.

There are 3 types of rich pin: product, article and recipe. Product rich pins display the most up-to-date price of the product, availability and any other important product information. Article and recipe rich pins update to mirror any edits you have made on your site.

So how do you access rich pins?

  1. For those with product, article or recipe content on their website, mark up these pages with rich meta tags, you can find out how to do this here.
  2. Once you’ve added meta tags to your web pages, the next stage is to validate one of your correctly marked-up content pages in the Rich Pin Validator.
  3. If all the details are correct, you’ll find an ‘Apply’ button which you can click to apply for Rich Pins.

7. Set up your pin schedule

 

So, you know how to create awesome Boards, pins and optimise for search on Pinterest. But how much should you be posting on the platform?

It is suggested that posting between 5 – 30 pins a day is the optimal amount. Yep, you should be aiming to pin every, single, day. More than once.

In terms of the times you should be posting, Neil Patel found that the best times are:

  • Between 8 – 11pm on a Saturday
  • Between 2 – 4 pm and 8pm – 1am any day
  • Fridays at 3pm

However, it has also been suggested that with the introduction of smart feeds, users shouldn’t get too hung up about the times at which they’re posting.

As we’ve mentioned, if you find producing fresh content a struggle, the great thing with Pinterest is that you can re-pin other user’s content.

Businesses might find that using Pinterest Scheduling tools will massively help them out when it comes to publishing content.

Tailwind is an amazing tool to make Pinterest marketing a whole lot easier. The tool allows you to schedule pins at the best, most optimised times when your audience is most likely to see them.

Scheduling your pins can save hours every week, especially with Tailwind’s features of multi-board pinning, bulk uploads, and handy drag-and-drop calendar. What’s more, Tailwind’s Browser Extension is super handy for scheduling pins from any website in a matter of seconds.

8. Try your hand at Pinterest Ads

 

Pinterest ads average a $4.30 gross return for every $1 spent on ads – that’s a $2 profit for every dollar spent.

What’s more, 78% of pinners say that ad content from brands is useful on Pinterest.

For every 100 impressions a Promoted Pin receives, a brand gets an average of an extra 30 views due to re-pinning.

Pinterest ads deliver a strong return on investment, are appreciated by users and drive loads more impressions and clicks. That’s got to be a winner for businesses.

Types of Pinterest ads:

  • Promoted Pins: these pins appear in the home feed and search results just like any regular pin would. You can link them to your site to drive traffic and write a pin description for context. The difference is that they have been promoted, meaning they’re targeted to relevant members to boost their reach. With these ads, there is a small ‘promoted’ label on the pin, but they look much the same as other pins in the feed. What’s more, when a promoted pin is re-pinned by another user the ‘promoted’ label disappears and any subsequent shares are considered earned media. This means that you got loads of extra exposure for free.
  • Promoted Carousel Ads: rather than your ad just including the one image, with promoted carousels they can feature between 2 – 5 images that users can swipe through. Again, these ads appear in Pinterest’s feed and search results, the only difference is that they have dots underneath signalling the swipe function. These are great if you’ve got a few products to show off. Each slide in the carousel can include a different image, title, description and landing page.
  • Buyable Pins: these pins are designed to make it easy to shop, letting users buy products directly from the pin. Again, these appear wherever a normal pin does, the difference being that they include white dots that can be clicked on to show up the product information.
  • Story Pins: currently being tested with select business accounts, these types of ads allow accounts to feature up to 20 pages of images, texts and links in Pinterest Stories. Stories appear in home feeds, including a cover image and title.
  • Promoted App Ads: if your business has an app, this could be the perfect option. As the name suggests, this allows users to download your app directly through Pinterest.
  • Video Ads: just like any other Pinterest ad, the image is just replaced by a video.

Pinterest ads work much the same as most PPC ads. Choose your campaign goal, set the audience you wish to target, decide on your budget and off you go.

For a full step-by-step guide to Pinterest Ads, check out this super handy article.

Next Steps – ready to build up a winning Pinterest Marketing Strategy?

 

Pinterest is a hugely powerful tool for increasing brand awareness, driving traffic to your site, expanding your audience and increasing sales. That’s a winning combination for any business. For more help on acing your Pinterest strategy Report Central can help strap a rocket to your bottom line.

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