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One of the questions I get from clients is ‘I am confused as to what should be part of my marketing strategy’. This blog will tell you all you need to know about Pinterest marketing. Pinterest marketing can seem somewhat daunting when you first start as there are a few different elements that make up your marketing strategy so it is important to know what they are . I briefly touched upon some marketing strategies in my blog Pinterest, what is it and how to use it for my business. This blog will do a deep dive into which aspects make up your content strategy. Keeping these in mind, will help you develop the right strategy for you and your business.
Before I start I just want to say that one of the most important things to remember is that you are you! Please do NOT compare your company to anyone else’s. You will see other companies grow on Pintrest and it is only normal to want what they have. BUT what works for other companies might not work for yours.
Right, with that out of the way. Let’s have a look at the different components of your Pinterest Marketing Strategy.
First of all, and this is probably the most important part of your Pinterest marketing strategy, you need to know your ICA, Ideal Client Avatar. It is extremely important to know who your audience is because then you know who you are targeting. Your entire marketing plan should be based on them. You might have heard this before but it is really worthwhile to completely nail this down upto the finest detail, ie male/female, age, name, married/single, children, names, ages, where do they live, what do they like to do etc.
Seeing Pinterest is a visual search tool, images are one of the most important parts of your Pinterest marketing strategy. Knowing your ICA is important as we want to create and use images that catch their eye because we want them to click through to our website.
Images should have a ratio of 2:3, whether this is 600X900 or 1000×1500 doesn’t really matter. Remember to make sure they are mobile friendly. A staggering 80% of Pinterest users access the platform from their mobile phone and you do not want to lose those customers!
Sometimes it takes a bit of figuring out which images work best. You can use Pinterest analytics but you can also do a simple test. The easiest way to do this is to create two images for the same blog post and pin them to your main board. Then schedule them out to other boards with a day in between. After a couple of months go back in and compare the two images. It takes a bit of time, but it does work.
For most industries make sure you use text on your image to entice your audience. It needs to be a readable font. And don’t mix more than 3 fonts on the same pin as it is confusing.
Another tool you can use to find the right image for your audience is the ‘More like this’ button. You can find it at the bottom of a pin, see photo. It is a great tool to see if Pinterest is categorising your image with the right content.
Pin title & pin description
Pin titles and pin descriptions are very important in your marketing strategy and you need to give both serious thought when you are pinning a new image. Far and foremost you need to make sure you are using the right keywords as they help the Pinterest algorithm to bring up more of our content. So make sure you do keyword research.
For pin titles you have upto a 100 characters to use, but only the first 30 or so will show up. Make sure you put most of your keywords in there. Tailwind has some great guidance with regards to pin titles. With regards to your descriptions, you have 500 characters for this which is plenty of space to let your audience know what your pin is about, including keywords, hashtags and ideally a call to action.
The verdict on hashtags is still out on Pinterest, they are definitely not used in the same way as on Instagram, Facebook or other platforms. But there are people out there who are actually searching on hashtags in Pinterest. It is up to you if you want to be able to be found by them. If you do the advice is to use about 2-3 and keep them closely related to your content.
Another part of your strategy on Pinterest should be your boards. Again, go back to your ICA, what are they looking for? What problem are they trying to solve and create boards around this. Board names should not be more than 3-4 words long and should be focused because again they help the algorithm to identify what your audience is looking for.
There is a wealth of information out there when you are working with Pinterest. First of all there is Pinterest Analytics, then there is Google Analytics or equivalent and if you are using a scheduling tool like Tailwind, Tailwind Analytics. All these tools can give you insight as to which of your pins are performing the best, which boards, who is your main audience, how many saves and clicks are you getting and so much more.
There has been a ‘rule’ for a long time that you should be pinning 80% of your own content and 20% of other people’s content. Obviously this works when you have a lot of your own content. If you are just starting out you will be pinning most of other people’s content and that is fine. Slowly move it over to 80-20.
There is no magic number as to how much you should be pinning. It completely depends on your company. I used to pin 15x a day, dropped it till about 8 but then started seeing my stats go down. I am now on about 10 a day which seems to be working.
To make it easy on yourself you could use a scheduling tool like Tailwind. I use it and find it really easy to use. If you want more information about Tailwind, read my blog ‘6 Reasons why you should be using Tailwind’. If you are interested in signing up to Tailwind, you can use my link.
As you can see there are quite a few elements to your Pinterest marketing strategy. If you want to know more you can do a Pinterest course or join a Facebook group, they are great for asking questions when you get stuck. Or you can book a consultation call with me and I can help you!
I hope above was helpful. Sharing is caring and don’t forget to sign up for the Clever Pins Newsletter which is full of Pinterest news and hints and tips.