Developing a Successful Pinterest Marketing Strategy
Many active companies have taken residence on Pinterest, following the flow of its expanding user base, which in turn makes it a powerful channel to use for your marketing. Marketing on Pinterest is different from other social media platforms. To be successful, it is important that you know what sets this platform apart from other types of social media. A specific approach is needed to actually acquire traffic, and get more website visitors through Pinterest.
People actively browse Pinterest for ideas and inspiration in the form of images. They are looking for a tasty recipe, the perfect party outfit or inspiration for their new office design. For lifestyle topics it seems like an obvious choice, but it works for practically every category. People also search the platform for tips on blogging, SEO optimization and accounting. These days you can get more than 90% of referral traffic via Pinterest! But if you use it as a marketing tool, so that consumers find you, you should consider it as a search engine. The rules are a bit different, but you’d have to apply a bit of SEO strategy all the same.
Another big advantage or Pinterest is that the images remain findable. They do not disappear on the timeline, as is the case with Facebook and Instagram. A few days after placement, a Facebook post hardly yields anything because nobody sees it anymore. The average shelf life of a Tweet is eighteen minutes. The average shelf life of a pin (post on Pinterest), on the other hand, is four months. Content on Pinterest therefore has a long life. People save images on their plates, but they are also easy to find through keywords. As a result, one or even two years later, you can still get many visitors to your website because of that one pin.
I think Pinterest can work for any company. If your potential customers are active on the platform, it is good to add it to your marketing mix. Of course you can always do some research first. Ask customers if and how they use it. Even if you are not active on Pinterest yourself, others can already share your content.
In Google Analytics you can see how many people end up on your website via the platform and on which pages. You can find it in the following way:
acquisition> social> overview> Pinterest.
Through this link you can see pins link directly to your website. These are the pins that yourself and others have created. So here you can discover which posts are doing well.
On Pinterest you can also search for keywords that are relevant to your business. If this produces results for profiles, names, descriptions of boards and descriptions of pins, it is a good indication that the channel is an interesting marketing option for your industry.
The purpose of your strategy is to get potential customers’ attention as well as to attract more visitors to your website via Pinterest. How do you create a strategy that ensures more clicks to your website?
- Determine your marketing goals
To measure your success, you naturally need clear goals. Companies usually use Pinterest to generate more website traffic, to build brand awareness or to stimulate sales.
First determine what your ultimate goal is and then consider how you can use Pinterest for this. If your goals are clear, it’s time to optimize your account and website for the platform.
- Make your website Pinterest-friendly
You must have a professional, mobile responsive website, because most pinners use the platform on their mobile. Make sure to post new content regularly. You can do this in the form of blogs, podcasts and videos.
Make your website Pinterest-friendly. That means you need to add vertical images (2: 3 ratio) to all your blogs and all your pages. Make sure to adjust the alt text, because it automatically appears as a pin description when people pin an image of your website. And use convincing titles for your blogs as they appear under pins on the smart feed.
Add a pin button to make it as easy as possible for people to share images from your website on Pinterest. There are all kinds of plugins for this. As soon as you put a blog online, you also share the pin of that article on Pinterest. In addition, it can be pinned to others’ boards and to group boards.
- Create a business account
You need a business account for Pinterest marketing. You can convert your existing profile for this. With a business account you gain access to insightful statistics. For example, you gain the ability to discern which pins are doing well so that you can measure your success.
Verify and claim your website so that Pinterest knows you are reliable and shows your pins more often. You can leverage this when you advertise.
- Place the right keywords
Keywords are the most important aspect of Pinterest. You can share crazy pins that link to valuable content, but if nobody sees them, it doesn’t work. So add relevant keywords to your profile and to titles and descriptions of boards and pins. Then you have the greatest chance that users will find you.
Most people use the search bar to find pins. Perform extensive keyword research to discover which keywords people use when they search for your product or service. The Pinterest search bar is useful for this. If you type in something, suggestions are displayed. These are the most frequently searched for terms..
- Be consistent
Consistency is important in all of your marketing communications. Pinterest is no different. It is not so much what you find interesting, but what your ideal customers (if they relate to your offer) are looking for. Create boards for them and share pins with content that is relevant to them. Are you a social media advisor? Then share social media tips. Don’t choose recipes because they work well on Pinterest. You can use hidden (or secret) signs for that.
Pinterest rewards active users by recommending them and giving them a better position in the feed. Although it doesn’t necessarily matter how much you pint, you won’t manage with one post per day. The more often you pint, the better. But luckily you can automate this and you hardly have to worry about it anymore.
- Analyze your results
See which pins score well and generate a lot of traffic to your website. Take a good look at your statistics. With a business account you have access to the statistics of Pinterest itself. But you can also use Google Analytics. To do this, go to your Google Analytics account and click through the tool as follows: acquisition> social> overview> Pinterest. Here you can view your top 5. Think about what these pins have in common. Are they about the same subject? Do they have the same look? Or do you use certain keywords? If you know why these pins score well, you can make more successful pins.
- Ensure a properly converting website
Pinterest marketing can therefore lead to more traffic to your website. But it makes no sense to send as many visitors as possible to your website if nothing else happens. You naturally want these people to come back more often. They prefer to become customers. Just having an account and sharing beautiful pictures is not enough for that.
Therefore, ensure a properly converting website. Take people by the hand when they come to your website. Let them take the following steps. Seduce them to click through to other articles and sign up for your newsletter. This allows you to stay in touch with potential customers and build trust. So think about what you want to achieve with visitors who come to your website via Pinterest. And make sure you have a system for this.
Success on Pinterest requires the right strategy. You must know how the platform works. It is more a search engine than a social media channel. Therefore, use SEO techniques to achieve the best results.
The long-term strategy requires preparation, patience and a strategic approach. But then it can in the coming months and even years ensure a flow of potential customers to your website.