Updated June 2021
Pinterest marketing is not easy (sorry to burst a bubble in the first sentence!) as there are so many things to think about and to consider. Marketing your business on the platform can seem daunting when you first start. Learn all you need to know about Pinterest marketing in this blog.
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. Different businesses have different strategies on the platform, what works for other companies might not work for yours. It is, I am afraid, a question of trial and error and fine tuning.
Right, with that out of the way. Let’s have a look at the different components of your Pinterest Marketing Strategy.
Seeing Pinterest is a visual search tool, your pin templates are one of the most important parts of your Pinterest marketing strategy. There are a couple of things to think about here because as you know pin templates consist of different parts.
Images should have a ratio of 2:3, whether this is 600X900 or 1000×1500 doesn’t really matter. Using the above ratio will make sure your pin templates 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 because they can’t see your pins properly!
Sometimes it takes a bit of figuring out which images work best. You can go through your different boards and see which images work but you can also add UTM codes to your pin templates. By doing this, in your Google Analytics you can see which templates get the most conversions. It is a bit techie but could be worth doing. I have so far only used the first method, I am now going to start adding UTM codes.
For most industries you need to 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.
The last thing your pin templates need to have is a call to action. You need to tell your audience what you want them to do!
Two other tools you can use with regards to the right image is the ‘More like this’ button. You can find it at the bottom of a pin. It is a great tool to see if Pinterest is categorising your image with the right content. And the visual search tool, which lets you see if your image has been used on Pinterest before.
When creating your pin templates always keep your ideal client in mind as you want to create and use images that catch their eye because we want them to click through to our website.
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. 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 seem to change their mind about them from year to year. But one thing is certain they are definitely not used in the same way as on Instagram, Facebook or other platforms. However, there are people out there who are actually searching on hashtags on Pinterest. It is up to you if you want to use them. If you do, don’t use more than about 3-4 and keep them closely related to your content.
Another part of your strategy on Pinterest is 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 on your niche because again they help the algorithm to identify what your audience is looking for.
With regards to pinning Pinterest has introduced quite a few new ‘rules’ in the last 12-18 months. As you know the platform is always changing! Just to get one myth out of the way, There is no magic number as to how much you should be pinning. It completely depends on your company. What is important is that you try to mostly concentrate on your content.
If you are just starting out on Pinterest and you have not got lots of your own content by all means pin other people’s content and slowly start increasing yours.
What really is the most important thing is that your content is relevant and consistent. Relevant means it has not been on the platform before and consistent means you don’t pin 2 pins one day, then no do anything for 5 and next pin another 25 pins!
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 are interested in signing up to Tailwind, you can use my link.
With regards to analytics, there is a wealth of information out there to analyse your pins and performance. First of all there is Pinterest Analytics, then there is Google Analytics 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. Which one(s) you use is up to you, I mostly use Pinterest and Google Analytics.
Ultimately none of the above matters if you haven’t got a proper sales funnel in place. Your sales funnel is what you want your audience to do once they arrive on your website. Do you want them to buy a product or service, do you want them to sign up for a freebie, do you want them to join your FB group? Whatever it is, make sure it is easy for them to do because if it is not easy they will leave!
Pinterest marketing can be daunting and overwhelming but if you take the above into consideration you will be well on your way to driving traffic to your website.
As always I hope the above was helpful! If you want more Pinterest information, sign up for the Clever Pins newsletter. It comes out several times a month and is chock-a-block full of Pinterest and Clever Pins news. You get the Perfect Pinterest Size Guide completely FREE! A handy little document with ALL the Pinterest ratios, sizes and character limits.
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