Updated May 2021
For quite a few businesses Pinterest is still a bit of a mystery. This blog will, hopefully, give you some more information about what Pinterest really is and how it works for companies marketing their products and/or services on the platform.
In my blog ‘Here’s why you should hire a Pinterest VA!’ I explained Pinterest briefly. In this blog we will be diving much deeper into what the platform is and how you can leverage it for your business.
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Pinterest – The Platform
As I explained previously Pinterest is a visual search engine. It was set up in 2010 as a tool to help people collect things online they were passionate about – craft ideas, recipes, activities etc. This very quickly changed into people starting to use the platform to answer everyday questions, like ‘what shall I cook tonight for dinner’, ‘what is the best place to go on holiday in Europe’ and ‘what is the best small car on the market’.
In the last couple of years, more and more people have been using Pinterest to search for products and services they want or need. As a consequence Pinterest has proven to be a very powerful marketing tool for businesses to promote their products and services.
The platform has over 450 million users worldwide! These users are currently spending more money via the platform than ALL other social media platforms combined. However, as a marketing tool Pinterest is still overlooked by businesses. Most accounts are still private accounts, companies are only slowly honing in on the idea that Pinterest is a powerful marketing tool.
Marketing your business on Pinterest has strong advantages over social media platforms:
- Pinners go onto Pinterest to discover new things, they actively look for inspiration.
- Pinterest takes pinners from the platform to your website.
- The shelf-life of pins is much longer than posts on social media platforms.
- Pinterest works for small businesses and big businesses (97% of searches are unbranded)
Pinterest – How does it work for your company
As a company on Pinterest you need to set up a business account. Business accounts are linked to a company’s website and give you access to analytics so you can see how your different pins are performing on the platform.
In order to be successful on Pinterest you need to have a strategy but a word of caution here as there is no ‘one fits all solution’ and it is not a quick fix. It is important to keep this in mind!
With regards to the first statement: each company is different, each account on Pinterest is different. Every account has its own culture, its own keywords and growths in its own way. Hence it makes sense that what works for one company might not work for you company. You need to find your own way on Pinterest. Also, it is very important to NOT compare your account to others as all businesses grow in different ways.
Pinterest is also a slow burn, it takes time to increase traffic. You will usually start to see outbound clicks rise between 6 and 12 months, so it takes patience as well as dedication. Your strategy depends on several factors.
Re-pins vs. own content
Pinterest is all about finding out what works for your company. Pinterest likes consistency so for marketing on the platform to work you need to pin regularly – this means pinning your own content mixed with other people’s content (re-pin). When you are just starting out you might not have a lot of your own content yet, this is the time where you will be concentrating on re-pinning other people’s content. However over time your own content will increase, and the quicker you can get this going the better it is as Pinterest likes to see fresh content.
How much you need to pin depends from company to company. There are companies who pin 5 pins a day, including their own content, and businesses who pin 30-40 pins a day! It is a case of trial and error. Try an approach for a couple of weeks and watch what happens to your statistics. If your clicks are not going up, either increase or decrease your pinning.
Obviously if you are pinning vast amounts each day/week, it takes time to schedule this. In this case it is easiest to use a tool like Tailwind.
Audience & Trends
The other important thing is to listen to what your audience wants, this is where the secret of content marketing lies. If you give your audience what they are looking for when they are looking for it, they will click on your pins. If your clicks are not increasing with the content you are adding to Pinterest, you are doing something wrong.
Trends on Pinterest are very important. At the end of each year Pinterest released the trends for the following year. At the end of 2020 this was Pinterest Predicts. These trends should be part of your marketing strategy in order to optimise your outbound clicks. If you want to know more about how to do this, please read my blog post.
After reading above you will see that Pinterest should be part of your digital marketing strategy.
As always I hope 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. Or find out information about Clever Pins’ services.
Other helpful resources: