What You Need to Know About Marketing Your Business on Pinterest
Have you ever heard that Pinterest is dead for marketing a business? Or have you heard that using the platform for your business is useless? It seems like the popular sentiment these days as more and more people are looking towards platforms like LinkedIn and TikTok to promote their online shop or blog.
But I can tell you that these opinions are not entirely true.
Pinterest is actually great for marketing your business. And with a growing active user base that now rivals TikTok and Instagram, you can guarantee that more and more people will see your content on the site as time goes by.
Using Pinterest is incredibly easy to do, as long as you know how it works and how to optimize your profile.
If you’ve been battling between using Pinterest for your business or not, here is a quick guide to the social networking site, which will help you decide if you want to add this website to your marketing strategy in 2021 seamlessly.
What is Pinterest?
If you don’t know yet, Pinterest is a unique social media platform that allows its users to share their visual content such as videos, blog posts, images, and everything in between. When you visit the site, you’ll come across image boxes called “pins.”
Pinterest displays these pins on different feeds throughout the site. Visitors can search through their own pins and other’s pins by scrolling up through their feed or board. They can also search specific categories through the search tab. Pinterest has created a fun and engaging way to get users to interact with each other uniquely.
The website differs from Instagram and other social platforms since it operates more like a search engine than anything else. You can use the website by uploading pins of blog posts or your products to the platform.
But always remember to link the pin to your business’ website, blog, or online store for higher click-throughs and potential sales.
Why Is It Important for Your Strategy?
Why use Pinterest when there are other platforms that you’re more familiar with? Although many solopreneurs and business owners take advantage of other social platforms and ignore Pinterest, there are many benefits to creating your presence on the platform. Some of these benefits include:
- Encouraging engagement to grow sales.
- Boosting traffic to your website or online store.
- Promoting your business to an expanded audience.
- Have control of where you want to take your audience directly to. (YouTube channel, company’s website, etc.)
- Build your brand authority.
And while you may think that other social platforms can do the same thing, Pinterest’s unique UI promotes more click-throughs to a website than any other platform out there right now. Another thing that’s great about the platform is that Pinterest has multiple surfaces that your pins can appear. These include:
- More Like This
- Search results
Pinterest also has a shopping spotlight section at the top of the search tab, increasing users’ chance to see your products if you sell any. This all means that your business will not get just a few likes and comments with no one actually clicking into your links. Instead, you’ll get a guaranteed higher traffic count. But that’s only if you know what you’re doing.
Know Who You’re Targeting
Before you dive into the platform, you probably want to know if Pinterest is the best site for you. Promoting your business is very time consuming. I know.
So you want to make sure that you aren’t wasting time creating pins no one will pay attention to. Well, to figure that out, know your audience.
Of course, I’m sure you already know at least a little about who you want to sell your products and services to already. If you don’t know or want to have a better picture of your audience, then take a short amount of time to create an audience persona. This knowledge of your audience should inform you of where and how your audience spends their time online.
If you have determined (through listening to them and reading up on their likes and dislikes) that they spend time on sites like Pinterest, then you should absolutely attempt to reach them on the platform.
But of course, it’s not that simple.
You can’t just decide to use Pinterest and then start uploading any pictures onto the platform. After knowing your audience, you need to understand what Pinterest wants from its creators and its goal for its users.
“Pinterest is a positive corner of the internet where people find inspiration to create a life they love — even during hard times.” — Visha Naul, Director of Business Marketing, 2021
Know the Purpose of Pinterest
If you want to know how to reach your audience effectively on Pinterest, you need to know how the platform works. This will make it easy as you make content for an audience. Here are some tips that will inform you on some aspects of the website.
1. How do you engage with people on Pinterest? As said before, Pinterest differs from other social media networks. Instead of encouraging users to stay on their website as long as possible, Pinterest does the exact opposite. By promoting pins with URLs attached to them, the network works to help its users find the right site to go to. It’s almost the same as the good old search engines like Bing or Google. The only difference is that instead of educating people being the primary reason for search engines, Pinterest’s goal is to help sell. From arts and craft supplies to home furniture, Pinterest wants to help users find inspiration and buy what they want or need at the same time. And because of that, users on the platform have more of a buyer’s intent than any other social networking site.
2. What does Pinterest promote? Pinterest promotes visually appealing content. While Instagram also likes to promote aesthetically appealing layouts on its platforms, the social media company’s focus on getting its audience to comment makes the website’s goal very different from Pinterest. By creating an experience that puts commenting and liking posts on the back burner, Pinterest ensures its users only get the most valuable content it offers.
3. Who’s on Pinterest? Finally, know who actually uses Pinterest. Since its rise to popularity, there has been a myth that only women use the website. The belief has made people devalue the use of the platform as a place for marketing. And while the underlining cause of this misunderstanding is a bigger conversation on how women as a target audience are treated in marketing, it’s also an inaccurate assumption. In the same report, Pinterest stated that while women still take up most of the audience on the platform, male users have jumped 50% year by year as they look for business and home improvement ideas. According to the report on age demographics, Gen Z and Millennials are at the top of the user base. Gen Z users search for beauty and fashion inspirations, while Millennials search for family and life tips.
No matter what your brand is, there can definitely be an audience on Pinterest for you. By knowing and reaching out to your audience on the website, you can see a positive influence on your marketing.
But Pinterest wants more than uploading photos for likes and comments.
Uploading pins will be what makes or breaks your Pinterest marketing efforts. And to know exactly how to create pins the right way, you may have to do a little digging and some competitive research to know exactly how to promote your business.
Learn from Your Competition
Pins are not the same.
This is one of the most important things to remember when creating your pins and boards. While recipe pins will have a certain style and layout, someone who uploads a pin for writing advice will more than likely not use the same layout.
The best way to figure out what pins do the best for your brand and industry is to search a topic in your industry in the search bar and look at the results. What types of pins are they uploading? What do the layouts and color scheme look like? And also, look at how often they are uploading to the site?
This research will help you make an informed decision when figuring out what you need to upload and how your pins will grab your audience’s attention. It will also help you find gaps where you can take advantage of on the website.
Build a Business Profile
Now that you have done your preliminary research and know all the platform’s ins and outs, it’s time to create your account. Creating a profile that perfectly reflects your business or personal brand will encourage your audience on the platform to click on your links. But remember not to make just any type of account.
Open up a business account.
This will provide you with extra features that will help you better promote on the site. You’ll get an analytics page to see how many people have clicked into your likes or viewed your content. You’ll also get the ability to create ads that will pop up on different surfaces on the website.
When opening up a business account, Pinterest will ask you a few questions to understand what your business is all about and what your goals are.
Fill in your business information and put the URL to your website or online shop. After that, you’ll be taken to your “Business Hub” page, where you can create, post, and schedule your pins.
Choose the Right Images
When choosing pictures for different social networking sites such as Instagram, the photo’s dimensions will be wider than that of Pinterest images. Pinterest boasts a format is that is unique, with pins resembling a pin-board type of structure.
Since that’s the case, Pinterest clarifies they want your images to emphasize a more portrait scale.
That being said, the normal pin dimensions are approximately 236px by 124px.
Keep this in mind when choosing your pins’ images because if you don’t, your finished pin will come out looking strange.
One thing that you should remember is that Pinterest crawls the images of everyone’s pins. Since it wants to be looked at as a reliable search engine for creativity and inspiration, that means Pinterest makes sure that your links, descriptions, and images apply to each other.
Don’t choose some random stock photo that has nothing to do with your board’s theme or your description and title. If you want to show a recipe from your blog on a strawberry shortcake, choose a good strawberry shortcake photo.
But what about if you offer a service and not a specific product like furniture or clothing? There are still many types of pins that you could upload to your boards. Infographics are a great idea for a pin since you provide valuable information to the user even before they click on your links.
Look at your competition on the site and see what type of images they are using. Are they using infographics, stock images from their blog header, or both? See which ones are getting the most engagement and implement it into your own pin strategy.
And Don’t Forget to Optimize Your Account.
Don’t wait to see how your pins and boards work before trying to optimize your content. Take the right steps before so that you can start your Pinterest marketing journey off on the right foot.
Since Pinterest is like a search engine, make sure that your pins act as a search engine result. That means that the pin’s image, description, and title keywords are relevant and match each other.
Pinterest crawls through your pins to categorize them and also to see if the link that you provide in the pin is true and valuable. Ensure that your pins and boards are all on the same topic and give reliable and valuable websites linked in the description.
To help you optimize your title and descriptions, you can do some keyword research by looking at the related search results. Scan the additional keywords that are listed at the top of the search results too. These are great keyword ideas that you could use for your descriptions, titles, and text overlays of the pin’s image.
Last, remember to add your Call to Action to the image or the description. Pinterest recommends you use about 1 to 2 sentences max in the description box, so be sure that you’re writing powerful descriptions to get your audience to click.
If you think your brand won’t get seen on Pinterest, then you’d be wrong.
With over 400 million active users each month, you can find that your business and content will reach a new audience in no time. Of course, the success of Pinterest marketing depends on how you create your content. Pinterest is a unique social platform that puts visuals at the forefront.
Researching your audience, competition, and keywords while also optimizing your pins are some of the best methods you can do to market your business effectively on the platform.
With the best Pinterest plan, you won’t have to worry about wasting your time, money, and energy on another social network. Create your business account now and boost your click-throughs in a matter of time.