Pinterest, unlike other social networks like Facebook or Twitter, utilizes the power of images to convey messages. It’s a unique social platform with a different set of rules and best practices that you must follow to exploit its full potential for your business successfully. Why should you include Pinterest in your marketing strategy and what content or pins resonates most with users on the platform? We set to find answers to these questions.
Why Use Pinterest for business? Pinterest has roughly 200 million monthly users. The platform has deep a penetration especially among demographics with a high purchasing power. According to statistics, 68% of U.S. women between the ages of 25 and 54 use Pinterest with half of all U.S. millennials utilizing the platform to engage with brands and conduct pre-shopping research.
Since it’s image-driven, Pinterest users are excited to see posts from business brands in their feeds. A survey by emarketer concluded that only Facebook outranks Pinterest on the influence the social platforms have on user’s purchasing decisions. Close to 90% of Pinners say they have discovered a new product, brand or business through their feeds.
Before you rush to set up your business profile on the platform, understand your customer base and create a practical marketing strategy. Explore how fans interact with content on the website and then tailor your pins around that.
Go through your user analytics and identify content themes or ideas that you can use or convert to come up with epic pins for use on Pinterest. However, not all your Pin ideas will come through in-house user analytics. Expand search to key competitors combing both their sites and Pinterest profiles to identify potential ideas you can use in your marketing strategy.
Best Performing Pinterest Pin Ideas for Businesses
Audiences connect and engage differently with content on Pinterest. Try out different pin types when crafting and executing your strategy on the platform. Your strategic business goals and objectives should help determine the material you use and the style you adopt on your pins.
Check out some ideas to consider as you prepare to promote and strengthen your brand online through Pinterest.
Pin Original Content
Original pins can come from blog posts on your website or other any relevant content you find on the web. The goal is to lead people to your website and educate the audience about your business and products. You can pin about new services and products you offer to customers or create content around innovations in your industry and how they relate to your business or improve your followers’ lives. Your fans on Pinterest are excited to see what you have to offer. Keep them coming back by creating, pinning and reposting interesting and helpful content.
Repin Other People’s Pins
Repins feature among the top pin ideas for your business. Over 80% of pins on Pinterest get repinned according to statistics. Strategically repin relevant content, with a focus on the interests and aspirations of your target audience. What does your audience want to learn? What do they react to? What interests them? The purpose is to become an industry leader and the go-to resource in your niche by curating great pins from a variety of sources for your readers. The larger your collection of epic and relevant repins the higher your chance of attracting the right audience to your business.
Pin Each Product you Sell Online
Pinterest gives you the option to feature products among your pins. All you have to do is include a price in the pin caption or description, e.g. $39.99. The platform is built around shopping, curating ideas and finding gifts hence product pins that feature price tags tend to have more likes, repins and general engagement. Write a compelling description to accompany each product clearly detailing the benefits or features. Include relevant hashtags and keywords to help potential customers find your product faster.
Use How to and DIY Pins
“How To” pins educate your audience about an essential facet of your business, product or service. You can also use step by step DIY pins to guide your fans through instructions on how to accomplish a task, create an item or learn how to use your product. Make simple but clear and informative pins and include additional instructions in the description box to assist your customers accomplish something. You can also link to a post or page on your website where your customers can learn more and follow along.
Videos function the same way as images on Pinterest. A well-done video detailing your product or service gives your audience a fun, concise way to consume information. You can pin videos directly from Youtube, Vimeo or any other video sharing site. Your videos can cover anything from testimonials, behind the scenes, before and afters of customers using your products or even create promotional videos. The proliferation of smartphones and our penchant for consuming video content makes for an effective strategy in promoting your business and appealing to a broader audience on the social platform.
Infographics package data and information from various sources cohesively and appealingly. They help turn dry statistics into beautiful and shareable content that your audience can relate to. Infographics are popular on Pinterest. They set your business apart and elevate you to an industry leader who shares actionable and data backed information that is relevant to your followers. Infographics also allow you to package lots of information in bite-sized chunks that your audience can use to make decisions.
Pin Images with Text Overlays
While Pinterest is primarily image-based, you can include text overlays on the images. The text can feature quotes, article headlines or graphics that direct users to an outside source or your website. Use tools like Canva, Snappa etc. to overlay text over images and include some of the keywords that represent your business.
Utilize Collaborative Boards
Shared boards allow businesses to reach a wider audience. These are boards that combine pins and contributions from different but related individuals and business. For example, you can set up a board and invite other companies or individual influencers in your industry to contribute. Collaborative boards facilitate the curation of top industry news and bring together diverse audiences interested in what you offer. Participants learn from each other through brainstorming ideas and engaging in discussions on relevant topics about the industry.
Highlight Clients, Colleagues, and Others Through Pins
While your objective on Pinterest may be to drive traffic to your website and showcase your products, consider creating boards and pins that shine a light on clients, industry colleagues etc. Effective social media marketing isn’t just about promoting your brand. It’s about connecting and engaging with other people. Highlighting other people’s work creates deeper networks of potential promoters for your business.
Try Promoted Pins on Pinterest
Promoted pins, which are Pinterest’s version of ads, help you reach a wider audience. Promoted Pins provides exposure well beyond what you pay for. According to internal Pinterest data, advertisers get an average of 20% more organics clicks following the end of a Pinterest ad campaign. It’s worth noting, however, that when users pin promoted Pins to their boards, they revert to regular pins. Your business still gets considerable exposure.
Ultimately, Pinterest is a social network. Genuinely connect with users on the platform instead of just using it for promotional purposes. To that end, follow and like other people’s boards, respond to user comments and involve your employees as brand evangelists for your business.
Use Pinterest Analytics to view favourite pins that drive the most traffic to your website and tweak your strategy to target that specific audience.
How do I get more Pinterest followers? Increase your followers on Pinterest by using relevant hashtags in pin descriptions. Hashtags offer an easy way to search through content and find relevant information. Also, consider using promoted boards or pins to reach a wider audience and attract the right people to your business.
How do I use Pinterest to market my business? Pinterest offers a variety of tools to promote your business. For example, using promoted pins or boards helps you reach a broader and more relevant audience. Improve brand recognition by reaching out to industry influencers on Pinterest who can help connect your business with their massive audiences. Additionally, identify and use relevant keywords to promote your business.
How do I optimize my business for Pinterest? Include the Pin button on your website and blog posts. It helps readers and customers easily share content or products to Pinterest increasing your reach. Using Pinterest for Business that comes with detailed analytics enables you to determine the content that resonates with your audience and lets you identify new content or product ideas for your business.
Besides, you can embed pins on your website using the specific code generated through the Pinterest. Embedded pins create a rich user experience prompting customers to spend more time exploring your site.