How can you use Pinterest for business to grow your online trade? Pinterest is an image-based social media platform where users share or post image-related content.
In the last couple of years, visual content has become the go-to or predominant content type for social media and content marketers around the world. This type of material, also known as visual content marketing is the transmitting of images, infographics, GIFs, and videos to sell a product.
Thus, visual marketing is a modern marketing method which marketers in virtually all industry need to apply for faster business growth. This marketing strategy has brought much prominence to many social media sites including Pinterest, Instagram, Snapchat, etc.
As a result, Pinterest has grown from a family of a few thousand users to one of the most commercial social media sites. Today, brands and businesses are taking advantage of the marketing power of Pinterest.
However, Pinterest only has about 250 million active users, compared to Instagram, Facebook, and Twitter that have great follower base respectively. So, why are marketers and industry leaders flocking to Pinterest as their preferred social media marketing platform?
Why Should You Use Pinterest for Your Business?
Pinterest users are using the platform for various motives unlike Twitter, Instagram, or Facebook. Nonetheless, a recent survey by Statista reveals that most pinners use the social site to view photos while 55% are using Pinterest to find shopping goods or new products to purchase.
Further analysis by eMarketer shows Facebook as the only social media marketing site that surpasses Pinterest in the area of influencing the buying behavior of U.S. social media users.
Additionally, over 90% of active Pinterest users use the site to map-out and plan their purchases, while 66% of users agree that they are using the platform to discover new products and brands.
Image Source: Omnicore Agency
That is not all;
Pins on Pinterest have a much longer lifespan than posts on Facebook and tweets on Twitter– which makes it easier to grow your business on Pinterest.
Studies show that pins spread more than a tweet or Facebook post. It points out that a pin gets 100 times more repins than a tweet with only 1.4% retweets on average.
Likewise, the half-life of a pin is 1.6000 × longer than a Facebook post. Furthermore, Fortune 500 companies who have set-up business accounts on Pinterest has grown significantly to about 27% in the last few years.
These statistics illustrate the power of Pinterest marketing and why businesses-big and small should use Pinterest marketing to grow their businesses rapidly.
How Can You Use Pinterest Marketing for Your Business?
Here are a few simple, yet powerful steps to help you grow your business on Pinterest.
1: Set-Up a Pinterest Business Account
To make the most of your Pinterest marketing, you need to create a Pinterest business account. So, if you do not have an account on Pinterest, sign up for a business account. It will require you to sign up using your business name.
Nonetheless, if you already have a personal account, you can upgrade it to a business account, or set-up a new business account altogether. A Pinterest business account has more features that will help you maximize the benefits of Pinterest marketing.
With a business page, you can discover analytics and metrics to measure, such as:
- The number of visits to your blog posts
- Number of repins
Once you are done creating your account, you will have to complete your profile setting.
2: Complete Your Pinterest Profile
You need to complete your profile because at this point it looks more like a skeleton, with nothing to show. Thus, login to your account and fill in your profile details and add your headshot or brand logo to make it more credible and appealing to other users.
Here is what to do:
Log into your new account, head over and click the ellipsis (…) at the top far right corner of your profile. From the dropdown menu, click Settings.
Then, upload your headshot or brand logo of 165 x 165 pixels.
On the left-hand side, you will see a list of menu. Click the “Account settings” and fill out all sections correctly with your details. Click the save or done button to save your data. Next, after that, click the “Claim” button to claim your website.
Confirming your site will allow Pinterest to show you how visitors are interacting with your website content. It will also help to improve your Pins’ search rankings.
Claiming your website requires you to copy and paste the provided tag into the head section of your website’s index.html page. Please, here is how to claim your site on Pinterest.
When you finish confirming your site, pin a link from your blog to verify your effort. A pin from your blog will show your logo or profile image.
Please, note that there are little differences in terms of service of a personal account and a business account. For details about terms of service on the Pinterest business account, please, read the Pinterest blog.
A business account has many features that will support your marketing campaign, one of which is:
Marketing material is a library of educational marketing components that will help you learn how to advertise your business with excellent results. Under this feature, you will also get a platform called, “Pinstitute.”
Pinstitute is an interactive workshop that allows you to connect with other pinners. There’s also webinars and marketing resources for small businesses.
3: Use Keywords to Create Boards
Pinterest search proficiency is remarkable. By using keywords on your board names, the Pinterest search will help pinners locate you and your business quickly.
Pinterest SEO expert, Anna Majkowska said:
“To surface your boards on Pinterest’s board search, use meaningful names that Pinners are likely to search. Have a mix of boards with specific names (e.g. “Salvador Dali Prints”) and more broad ones (e.g. “Fine Art Prints”). Don’t forget to write compelling and targeted descriptions of your boards, and add to them frequently to keep your followers engaged and to make your boards easier to discover.” -Anna Majkowska.
Try to select a category for each board and write irresistible descriptions of your boards. This step will help others find them and also help Pinterest to recommend your boards when users search for relevant topics.
Image credit: Pinterest
At the bottom of the box is an option entitled “Collaborators.” This option allows you to invite other pinners by adding their username or email.
Image credit: Pinterest
In that way, you will create a group board which will show up on both your profile and the profile of all those you added. Thus, all pinners on the board can conveniently contribute pins to the board.
Related post: 12 Easy Hacks to Get More Instagram Followers
4: Set a Pinning Strategy
A pinning strategy requires you to have a plan for how to pin to get the results you want. Pin wisely by taking into consideration your purpose and intentions. Therefore, consider the following questions:
What are your goals?
- Do you want to drive more traffic to your website?
- Increase brand awareness?
- Improve sales?
- Boost customer engagement?
Being able to pinpoint your goal will help you collect top images to pin for best results.
5: Apply Pin Placement
Studies show that pins you place in front or at the center of the board get more views and engagement. In consequence, take notice of your pin placement and be sure to put your most essential pins near the middle of the top, or the second row of your board.
6: Pin Friendly
Place a pin button on your blog or website and make sure all pages and blog posts have a featured image that users can pin automatically. Further, place a “follow me on Pinterest” button on your home page and other pages to encourage your target audience to follow you on Pinterest easily.
7: Cross-Promote Your Pins on Social Media
For Optimal results, connect your Pinterest account with your other social media accounts by creating a Pinterest tab on Facebook. Tweet your pins on Twitter, share them on Instagram, and embed pins on your blog posts where appropriate.
Embedding pin button on your blog or website is easy, and it is a powerful way to get more repin. You can create an embedded code on the Pinterest site.
You may also like: How to Establish a Social Media Marketing Content Strategy That Works.
8: Promote Other Pinners in Your Niche
To promote other pinners, you will need to engage consistently with your community by commenting on their pins, repin them, like their pins, and tag them as well. For example, you can tag @another Pinner you’re following in one of your pin descriptions.
That way, it will help other pinners to find, engage, and connect with you quickly.
9: Show Your Skills – Be creative
Create or come up with keyword-rich pins, board titles, and descriptions to increase your Google search ranking and be found for your expertise. Focus your attention on keywords and keyword-phrases your targeted audience are continually searching for online.
Numerous tools can help you find out what keywords and keyword-phrases your audience is searching. We recently compiled a list of 15+ search engine optimization (SEO) tool that will improve your SEO efforts. This post on how to do keyword research is also helpful.
10: Observe Your Percentage
How can you observe your pinning percentage? Produce enticing boards by mixing things up. How? Create 40% inspirationally and motivating pins. Also, blend those pins with educating materials. Then, 20% of your pins should be about your brand or business.
After about a few months, check your performance to figure out the best-performing pins and start pinning more of them. It is evident that about 80% of all content pinned on Pinterest are Repins. Leverage that and repin fantastic content your readers will love.
When Pinning, obey the 80% / 20% guideline. That means you share 80% of other pinners content and 20% of yours.
11: Create Stunning Pinterest Images
Images are the heart of all social media platforms. Notwithstanding, you agree that the best performing images for each platform vary in size and shape. For Pinterest, vertical content performs well. Given this, make sure to create one or two tall images for every blog post you publish.
I recommend at least two images per post because preferences differ. The visual you think will get the most engagement may turn out the worst performed image. Create an image size of about 735 x 1102 because image size like this performs amazingly well on Pinterest.
You may also love to read: Instagram Marketing – How to Grow Your Business on Instagram (Facts You Need to Know)
12: Use Pinterest Promoted Pins
What are the promoted pins? Pinterest promoted pins are content you push to a massive audience by paying for advertising and exposure. There are three types of Pinterest ad campaigns available to you. They are:
Choose from among these, or use all three campaign options for maximum results.
For example, 8fit is a workout and meal plan app that guides users to a healthy lifestyle by providing customized workouts and meal plan, and also trackers to enable clients to chart their progress.
Source Image: 8Fit
8fit used Promoted App Pins to increase sign-up rates up to 5% higher than other social media marketing platforms, and up to 50% subscription rates higher than other social media channels.
Here’s what 8fit’s growth manager said about using Pinterest promoted pins:
“After a few months running Promoted App Pins, we’re thrilled by the performance as well as the support and advice we received to help us scale.” — Thomas Petit, Growth Manager, 8fit.
Consequently, brands are paying massive amounts to have their products or pins seen by an enormous audience. Promoted pins will gain you access to the following:
- Top placements on Pinterest
- Extensive reach to the targeted audience
- Greater creative ad units
These advantages will help you in these areas, including:
- Drive massive traffic to your blog or website
- Create brand awareness
- More email sign-ups
Improved website engagement, and
- Increase ROI.
Research shows that people who saw promoted pins had a 40% greater awareness of new products and a 50% higher purchase plan than those who never saw it.
13: Utilize Pinterest Rich Pins
Pinterest for business offers you five types of rich pins that will enable you to scale your small business faster. These include:
- App pins
- Product pins
- Article pins
- Recipe pins
- Movie pins.
Rich Pins have more useful data to help you grow your business, compared to a regular pin. With Rich Pins, brands see increased traffic, improved brand awareness, better engagement, and more sales, with more than 82% jump in repin/pin ratio.
14: Use Promoted Videos
As you are taking advantage of Pinterest business marketing features, be sure to add promoted videos as part of your Pinterest marketing strategy.
Why use Pinterest promoted videos?
According to an in-house study conducted by Pinterest, 67% of pinners say they’re motivated by videos to take action on the platform. It is in contrast to 32% of users of other social media networks.
Statistics also show that 75% pinners say they’re likely to watch videos on subjects that appeal to them, in contrast to 55% of users on other social media platforms.
Lowe is a retailer with stylish home products that took advantage of Pinterest marketing by investing in promoted video.
Here is what Lowe’s social media manager said about video ads.
“Video Pins enable our customers to discover new DIY ideas in an entertaining format. Beyond the video, pinners are also given step-by-step guidance and insight into products used in home improvement projects.” …
“Pinterest video provides us an opportunity to further engage with pinners seeking home improvement projects, inspiration, and confidence. We’re thrilled with the results. Videos were viewed in their entirety and our customers saved the pins for future reference as they plan to improve their homes.” — Savannah Samuelson, Social Media Manager, Lowe’s.
These go to show the potential of promoted videos on Pinterest. As a result, when creating videos, please, make sure to focus your video creation on “Storytelling and How-To’s.” These types of videos perform exceedingly better on Pinterest.
Wrapping It Up
These Pinterest marketing tips are essential for your business growth. Implementing them will significantly grow your business in the shortest amount of time.
However, there are other ways to grow your business on Pinterest. Your honest comments will be highly appreciated.
This article originally appeared on blog.markgrowth.com