Less than 15 years ago, social media was an obscure technology.
Only students saw any value in it, using the budding Facebook to communicate between campuses.
Today, it’s a different story, with several platforms dominating social communications across the world.
It didn’t take marketers long to find out how to market on social media platforms, with the companies doing everything they can to boost advertising revenues.
Facebook, Instagram, and Twitter have user-friendly marketing tools built into the platform.
As social media evolves, we’re seeing people move towards image and video content over text heavy posts and blogs.
New platforms like TikTok show Gen Zs and Millennials gravitating towards a video medium.
However, images are still the preferred content most people like to view, especially on their mobile devices.
Pinterest is a very useful social platform for marketers, producing a high conversion rate.
Letting prospects browse your pinboards for images is a great way to market products online.
What makes Pinterest such an effective platform for marketers is its focus on sharing.
Users can discover and share ideas easily on Pinterest, making it easy for marketers to conduct campaigns that drive brand awareness and conversion.
Here are five actionable tips you can use to leverage Pinterest to your advantage.
1. Understand What Makes a Good Pin
The quality of your pins is the number one consideration for marketing on Pinterest.
Setting up boring pinboards is going to hurt your business.
If prospects feel they aren’t getting value from your pins, they’ll go to another pinboard to get what they need.
Your pin needs to include a feature-rich visual, exciting the interest of your prospects. On Pinterest, you’re pinning images from sources on the web instead of loading photos onto the site itself.
Therefore, the quality of the site you’re pinning determines the success and viability of the pin.
When pinning an image, ask yourself if you would find any value in this if you were a prospect, or is it just filler?
Your content strategy matters, requiring careful consideration of image quality.
2. Schedule Your Posts and Use Keywords to Enhance Relevancy
Marketing on Pinterest is not about creating a single pin and waiting for the traffic to roll into your site.
To be successful on the platform, you’ll need to dedicate resources to your strategy.
Creating a content strategy and scheduling your posting helps you stay organized and on track with your social marketing plan.
The key to success with Pinterest is consistency.
You need a publishing strategy that drives traffic to your site by creating value in your product or service for your prospect.
Sit down with your team, and brainstorm campaign ideas.
For instance, if you’re an online florist, Pinterest provides you with a virtual flower showroom.
Sit down and plan your content schedule using your calendar.
For instance, you might choose February to launch a campaign focusing on different types of roses.
You’ll concentrate on content displaying stem lengths, colors, and arrangements.
When spring arrives, create a Pinterest campaign focusing on arrangements of seasonal early-blooming flowers.
By adopting a posting and scheduling strategy, you create content ideas well in advance, giving you an endless stream of fresh pins throughout the year.
While hashtags are important on Twitter and Instagram, they don’t mean anything on Pinterest.
This platform focuses on keywords over hashtags. Make sure that all your pins have captions containing your target keywords.
The keywords help users find your pins on the site, helping the search bots source your content.
3. Know Your Audience
Users on Instagram spend plenty of time on the site, scrolling through their feed.
It’s a way for users to immerse themselves and visually pleasing things and lose themselves in content for a while.
In contrast, users on Pinterest are usually there for a specific purpose.
They’re either researching a product or looking for social proof on a particular subject, process, or item.
Pinterest users check their feeds a few times a week rather than a few times a day.
Therefore, you need to ensure they find your pins when searching for specific topics on Pinterest.
Research shows Pinterest users take more time when deciding to purchase through the platform.
They’re more likely to build pinboards of images for a week or two before settling on an item.
For this reason, marketers must get in front of the prospect while they’re in the research phase.
By understanding prospects’ buying behavior, you can leverage the sales cycle to your advantage, publishing the content your audience wants to see.
4. Learn How to Use Pinterest analytics
Analytics is a critical component of any marketing campaign on any platform.
Tracking how people engage with your pins and CTAs is crucial in understanding if your content strategy is producing the results you want.
Fortunately, Pinterest comes with a built-in analytics dashboard.
You get access to critical data showing you what’s working and where you need to adjust.
Discover your best-performing boards and the devices people are using to pin your content.
With analytics data, you can adjust your strategy to produce better results and get ideas for future content campaigns.
Analytics give you insight into how your strategy unfolds in real-time.
5. Optimize Conversion
As mentioned, Pinterest offers marketers a high conversion rate compared to other social networks.
If you’re looking for engagement and traffic, Facebook, Instagram, and Twitter might be better options for these campaign goals.
However, if you want to get in front of qualified buyers to influence their purchase decision, Pinterest is the best choice.
Research shows Pinterest offers a higher-average purchase price per user than platforms like Instagram and Facebook.
Therefore, while Pinterest might require more research and development for your campaigns and a longer sales cycle – it all pays off in the end.
Pinterest helps you establish a strong brand presence in your niche.
When optimizing your pins for conversion, make sure you follow the keyword strategies mentioned in point 2 of this article.
Pinterest works better with traditional SEO methods.
Therefore, make sure you’re focusing on SEO elements like on-page optimization to improve your platform’s visibility.