What Bloggers Can Teach You About Marketing On Pinterest
Pinterest is often thought of as a “photo” site. You may think of it as a place where crafters and foodies post pictures and how-to descriptions. However, Pinterest is a great platform for any visual products and you’ll be missing out on some big numbers such as these from SocialPilot:
- The site has more than 110 million users and 176 million accounts
- 83% of those using the site say they would rather follow a brand than a celebrity
- Users spend 98 minutes a month on the site
To make Pinterest valuable, you need to create the right formula for success. This means bringing together the right type of ads and content on the site.
What Type of Content Does Well on Pinterest?
Content on Pinterest needs to be visually engaging and interesting to your audience. If you are a makeup brand you need to be focused in on that category with each board you create. If you are a furniture retailer, your boards should be focused on tutorials for interior design or furniture use in unique spaces.
Another way to look at the content and copy you create for your Pinterest Boards is based on the premise that this is something people want to do, not something that’s already happened. Cynthia Sanchez at Social Media Examiner points out:
“Unlike other social networks, where people mostly share things that have already happened, most of the pins on Pinterest are about things people want to do or achieve. The word “dream” is commonly found on Pinterest, especially in board titles, such as dream wedding, dream vacation, dream wardrobe and even dream man cave.”
This shows you just how important visual components are to Pinterest success.
How to Target Your Audience on Pinterest
The first goal of creating a Pinterest campaign is to target your audience. Ask yourself these questions when targeting your audience:
- Who is your end customer and target viewer? Be specific about age and other demographics.
- What is this person looking for on the site? Generally, this will be ideas, inspiration, solutions to problems, and new opportunities.
- What do you want the individual to do? Ensure your boards showcase your products or services primarily so they know where to go.
Keep in mind that, unlike other websites, more than half of those people who use Pinterest do so to shop, according to this Mary Meeker study. That means that you can be more promotional here.
Pinterest Ads Manager is a nice tool that can help you to create a target audience for your next campaign. You can do this in three ways:
- Create a customer list that targets customers using mobile ad IDs and emails.
- Create visitor retargeting to reach people who have already come to your website.
- Use lookalike targeting to create a bigger reach by choosing people that are much like and act much like your current audience.
This tool is helpful and a great place to start overall.
Best Practices for Ad Images, Videos, and Copy on Pinterest
Now that you have an audience, you can begin to take action. At the heart of the process is the need to create search engine optimized content. That is, unlike other social media sites, your Pinterest Boards will remain up for a while and, with proper SEO guidance, you’ll be able to drive people to them over and over again. But, you’ll need to do this from the start. Here are some best practices to follow:
- Optimize your boards: Keep boards appealing and neat. They need to have titles that offer information, but each board needs an image as well. Pick a board’s name based on what a person looking for that content might use.
- Optimize your pins: Every pin you add to the board needs to provide some quality of information. You need to ensure you incorporate SEO into these pins to help search engines to find it.
- Size matters: When creating a pin on the site, choose vertically oriented pins first. These tend to stand out better because they work better with mobile screens. You’ll find that this also helps create a neater board.
- Image quality: Never use pins with photos that are anything but ideal. They need to be sharp and well composed. Investing in professional photography really does matter here.
- Create engaging descriptions: People click for the photo, but they read the description and take action. Be sure you create a clear description that’s actionable.
- Video: Promoted Videos on Pinterest are new and they have a great deal of power to them. Create videos that promote how-to tutorials or inspirational messages. Keep products front-and-center, but ensure the video offers a message. Promoted Video ads are getting four times as much attention – lifting brands much higher.
Check out these Pinterest Boards that are getting a lot of attention because of their organization, clarity, and, of course, optimization:
Sephora’s Pinterest Boards are neat and have fantastic images. It’s organized well and easy to follow:
The images on Whole Food’s Pinterest Boards are fantastic. Those who shop here do so because they want healthy, good tasting food. These boards clearly display that.
L.L. Bean has the type of Pinterest Board that inspires. While the company’s clothing is always on display, it’s engaging because it shows what people can do and experience in those clothes:
Is Your Pinterest Campaign Going Well?
When you’ve created Pinterest Boards, you’ve created an opportunity to provide information and actionable content to your viewers. But, like every other type of marketing, you’ll need to ensure each ad works the way it should. Pinterest analytics can give you some feedback for this. It’s this information that can tell you which ads are performing the best, when they are performing, and how often they are being re-pinned.