Create Marketing Strategy

Pinterest isn't just about 'pinning' images and creating boards. Brands often start a Pinterest account but do not consciously create a marketing strategy for it as they do for other social media platforms.

Having a clear strategy will help you meet your specific goals. Therefore, it's important to consider these things when creating one:

• Demographic: Research the people who use Pinterest and figure out who your target audience is on the platform. Pinterest Analytics provides this data, as shown in the below screenshot.

• Goals: Do you want to increase followers or drive traffic to your website? Establish goals so that you can form your strategy accordingly.

• Competition Analysis: Research and implement strategies that work for your competition.

Pin High-Value Content

Pinterest is a visual platform; everything revolves around eye-catching content. Brands and personal users are constantly pinning content to boards. Therefore, timelines can become sensory overload. Thus, the biggest tip for content is to create and publish high-value visual content.

Here are some tips for creating the most engaging pins:

• Correct aspect: Change the size of your visual content to a 2:3 aspect ratio to avoid cropped images.

• High-quality: Avoid grainy or pixelated video and pictures. Brightly lit and eye-catching visuals get more views.

• Text On Content: Convey the precise message behind your visual content by adding appropriate copy or text on the video/picture. Look at the screenshot below showing a pin with text content almost hard to read with naked eyes.

Explore Various Formats

Pinterest isn't just about pinning captivating images. The platform also supports videos, gifs, and carousel pins where you can add more than one image at a time.

• Pinning a short lookbook video. The screenshot below shows how clothing brands market their content on Pinterest.

• Creating a carousel pin with multiple looks from the collection.

• Create outfit looks based on trends such as brunch outfits, gym looks, airport fit, etc.

• Making a 'how-to-style' video so users can follow along.

• Creating a dedicated board for the collection so all its pins can be found in one place.

Playing around with various formats like these makes your content more attractive and more likely to stand out from the multiple pins on a user's explore page.

Manage the Pinned Links

Pinterest allows you to link your visual content to a website. Therefore, you can link it directly to a product, event, or website, as shown in the below screenshot.



This is a great feature for brands to take advantage of, and it can boost sales.

Say you're a local Bed & Breakfast and have a wonderful 'travel and room' board.

Users searching for 'travel inspo' or 'hotel stays' will be attracted to your content. However, if the links to your pins are broken, you're missing out on the opportunity for users to book a stay at your property.

Manage your pins and avoid broken links by ensuring that your pins are linked to pages that are still active if your website has undergone an upgrade, re-pin the visual content with the new links.

Add Pinterest Widgets To Your Website

Let's say a user sees a product image on your website that they want to share on their Pinterest profile. A 'Pin' widget allows them to share that visual content immediately.

The widgets appear on images to share with one click, as shown in the screenshot below. br>


Additionally, they might take the extra step and start to follow you by clicking on the 'Follow' widget that you can embed into your website's images.

That's why embedding Pinterest widgets on your website are beneficial. It's a great way to move traffic to your Pinterest profile and grow your following.

Users can interact easily with your content by integrating the widgets onto your website.

The 'Pin' button helps your content reach a greater audience because the content is easy to share and pin on personal boards. Plus, the 'follow' button has the added feature that displays your content on a user's home feed. More visibility = more organic growth.

Convert Profile To Business Account

If you're a brand or small business, one of the biggest reasons to convert your profile into a business account is - Pinterest Analytics. Access to these statistics gives you real-time insights into how to market your content better.

The below screenshot shows how you can convert yours to a business profile.



Let's go back to our clothing brand example from earlier. Say you've launched the new collection by creating a Pinterest board.

Through Pinterest Analytics, you can get clear insights into how your campaign is performing. You can see which clothing items are being pinned the most or how many pins have led to website clicks.

A Pinterest Business Account also has features such as:

• Categorizing you as a verified business with a blue tick.

• Access to analytics.

• More Pinterest Ads options to target key demographics.

• Allows you to set up a Shop tab.

Select the Right Keywords

Browsing through Pinterest, you first notice it's a visual search engine. As a user, the more you pin and browse through Pinterest, the more the algorithm learns your behavior and displays content based on your search/pin history.

That's why keywords are a huge element in discovering unique pins. Therefore, if you're a brand, you must add keywords to your pins so that users can organically find your content.

Look at the second image in the above screenshot and the keywords they have used in the screenshot below.



To get the best results from your pins, SpyFu Pinterest recommends using a minimum of 25 keywords per pin. Doing keyword research is important, but here are some tips to help you begin:

• Search for terms in your niche on the platform

• Add keywords in Image Alt Tags

• Search for phrases associated with your brand or niche.

Try Pinterest Ads

Pinterest has both free and paid advertising tools, which makes it very beneficial for marketers and brands.

According to an article by Hootsuite, 'combining both free and paid features can give you three times more conversions and twice the return on interest on your ad spend, versus paid ads alone.'

Additionally, as a brand, it's important to advertise to your key demographic.

Pinterest Ads helps you target quality leads through keywords, interests, location, age, and other metrics. The below screenshot shows how simple running ads on Pinterest.



Targeting these buyer personas helps you reach groups of Pinterest users such as:

• Users who engaged with content similar to yours.

• Users who have interacted with your website.

• Users who have shared or pinned your pins, etc.

Using Pinterest Ads can help you gain followers by targeting new/existing users looking for your content.

Don’t forget the Data

Make smart decisions for your Pinterest marketing strategy by viewing and analyzing data.

For example, if a specific pin has a high number of 'Saves,' that means people resonate with the content. Therefore, it is beneficial to create similar pins to ensure an increased number of Saves.

Use Pinterest Analytics to give clear stats about your campaigns, pins, user behavior, etc. To begin with, track the following:

• Impressions - Number of times your pins were displayed on the platform, as shown in the below screenshot.

• Saves - Number of times users saved your pin.

• Engaged Audience - Number of people who interacted with your pin.

• Pin Clicks - Number of people who clicked on your pins.

• Outbound Clicks - Number of times people clicked the outbound link of your pin.

• Followers Driven - Number of people who followed your account after viewing your pin.

Create Short Tutorials

Predominantly, users come to Pinterest to find an activity, hobby, tutorial, or easy DIY. That's the main USP of Pinterest.

Therefore, no matter what your brand sells or what service you offer - it's vital to include DIYs or How-To videos/images in your marketing campaigns.

Take a look at the below screenshot showing a sample of the engagement rate that a DIY tutorial gets.



For example, say you're a laundry detergent manufacturer. Creating DIYs on recycling your bottles into planters or home decor is a great way to use Pinterest to your advantage.

Content like this is something users at large appreciate. Therefore, you will get more pins, views, etc., by creating content specifically for Pinterest users, who may or may not know your brand.

The key to getting the most engagement is to:

• Make easy-to-follow tutorials.

• Keep the video length short.

• Use text overlays to convey the steps or headings.

Implement SEO best practices

Every pin is a link. Therefore, every link should be optimized to get the most organic reach. Using SEO best practices is a crucial way to grow your brand organically.

Search Engines use links and information from all sources, including a brand's social media presence, to rank them in search results.

Therefore, optimize your Pinterest profile by:

• Using your brand's main keywords in the 'about you' section, as shown in the below screenshot

• Maintain name consistency (use the same handle on all social media platforms).

• Add keywords in Image Alt Tags and pin descriptions.

• Creating a backlink profile (e.g., add pins or boards in a blog).

• Verify your profile by following the steps mentioned on Pinterest.

• Ensure all pin links are active (avoid broken links or 404 alerts).

Conduct these steps to improve your ranking on search engines using your Pinterest profile info.

Pin Consistently

As reported in an article by Buffer, they saw a 150% increase in engagement when they started to pin ten or more times a day. They advise marketers to pin content between 5 to 30 times a day.

Take a look at the below screenshot shows a profile receiving a commendable number of views by often pinning posts.



That might seem excessive. However, thanks to Pinterest's Smart Feed algorithm, users won't be flooded with your content.

For example, when Pinterest user views their feed, they will see pins based on their past behavior, interests, and search history. That's because Pinterest's Smart Feed doesn't solely push the most recent content out to its users.

Instead, it ranks content that it deems valuable to a user. Therefore, your followers won't see all the 30 pins you posted in a day.

Pinning Tips:

• Pin consistently

• Use different pin formats

• Schedule pins for the week/months in advance.

Pinning Only Products/Services

Users on Pinterest come on the platform to learn new techniques, find solutions to DIY issues, or search for inspiration. Therefore, creating content that will resonate with most users is vital.

Push marketing, where you post only about your products without context, doesn't work on Pinterest or most social media platforms.

For example, the pins below are overlooked as the audience gets more choices on e-stores than here.



That's because users want to be engaged by content in a way that has value to them.

Say you're a restaurant and want to market your new summer menu on Pinterest. Making a short video on the best foods for a summer picnic using items from your menu will get more engagement from Pinterest users.

The screenshot below shows a pin redirected to an informational blog but not to the product page. The users like to explore these profiles.



So, think about creative ways to best market your products without "pushing" them on users.

Incomplete Pinterest Business Profile

Converting your profile into a Pinterest Business account is the first step to growing followers. However, a rookie mistake stops there. It's vital to complete your Pinterest Business Profile with all the details.

Like other social media platforms, a Pinterest business profile is like claiming a Google My Business listing. Search Engines comb through social media platforms and index pages, images, etc.

Therefore, the more information you provide on your Pinterest account, the better search engines can index and rank your content to its users.

Take a look at the below screenshot of a profile which shows nothing about the profile than just a name.



The profile field can be leveraged to create brand awareness.

Ensure that you complete the information below:

• Upload your company logo in the profile image.

• Add your official website.

• Write an informative and keyword-rich description in the 'About' section.

• Use a professional/company email ID to sign up.

• Start the process to verify (blue tick mark) your account.

Not Adding Descriptions

Many business Pinterest profiles pin without adding sufficient description or not including one altogether. Having captivating pictures can help you get re-pins. However, to discover pins, you need to include a description.

For example, if you're a catering company and have just pinned a delectable image of a shepherd's pie.

However, if you've not written any description or given users the context behind the image, you're losing out on gaining new followers.

Plus, you lose the opportunity to make a sale or convert a user into a client. In the below screenshot, a business has posted about events but could have provided more information using the description section.



According to Dan Zarella, in a 2012 article, the ideal description length was between 200 to 310 characters.

However, this number changes depending on the type of industry, niche, or product you're marketing on Pinterest. Therefore, aim to write engaging, valuable, and keyword-rich descriptions.

Irrelevant Keywords

As mentioned before, Pinterest is much like a search engine, where keywords play an essential role in discovering and ranking content. The way their algorithm does this is to aggregate pins or content based on keywords that relate to a user's search query.

So, say, a user typed in minimalist nails one day and the next day searching for disco decor.

The next time the same user opens up their home feed, they will see disco-inspired nails, minimalist decor, party ideas, nail art DIYs, etc. This is thanks to Pinterest's Smart Feed algorithm.

Therefore, as a business on Pinterest, you must conduct keyword research and use keywords that pertain to:

• Your service/product

• Your niche/industry

• Your user's interests and preferences

• Other words related to your primary keyword.

You can use the “Keywords Everywhere” chrome extension to get keyword suggestions on Pinterest, as shown in the below screenshot.

Not Optimizing Images

Pinterest is more of a search engine than a social platform than other social media companies.

You may have noticed that many Pinterest images showed up the last time you did a Google image search. That's because those Pinterest accounts are optimizing their images for search engines and Pinterest.

So, say you're an online library with a Pinterest account. When you upload your pins, ensure that you:

• Add alt tag to all images - e.g., add a description and keywords to the alt tag such as, 'Winter books near a fireplace.'

The below screenshot shows how it can be added while creating a pin.

• Add keywords to file name - e.g., instead of bookcover567.jpeg, change it to best-winter-books.jpeg

Apart from pin descriptions, Pinterest and search engine crawlers use alt-tags and image file names to index content. Therefore, optimize your images if you want to show up in more searches.

Not Adding Text Overlays

Even your most well-photographed campaign requires context. It can't depend on visuals alone. Depending on your industry, having text overlays can help your pins stand out from the crowd.

When users open their home feed, they see many pins based on their interests. For example, let's say you're a clothing brand and a user is looking for a brunch outfit. They search, and 100s of pins show up. Then they see your pin.

On it is a picture of an outfit and above the model is the text: 'best brunch outfits for summer 2022.'

The below screenshot shows an example of a Pinterest post with text overlays.



Thanks to the text overlay, you've now given the user context, and chances are they'll re-pin or click to buy the outfit. That's why using legible and concise copy on images will immediately grab a user's attention.

Abandoning Account

Pinterest is different from other social media platforms that get immediate likes and reactions from users. It takes time, effort, and consistency to grow. It's often for this reason that many brands abandon their Pinterest accounts.

Look at the screenshot below showing a brand that hasn’t been active for eight years.



Abandoning an account doesn't help a brand's reputation; this is especially true if you're a prominent brand.

So, we suggest deactivating the account if you do not intend on persisting.

So, Before You Decide On Starting A Pinterest Account, Do The Following:

• Research competitors who have an account - are they growing on the platform?

• Learn about the users - are your clients/people on Pinterest?

• Establish clear Pinterest goals and the road map to get there - when can you expect results?

If the information and answers above are favorable, you should only venture onto Pinterest.

Pinning Bad Images

It's no secret that Pinterest is a visual platform and the most striking and value-adding images get the most re-pins. However, even with this basic knowledge, many brands still make the mistake of not using high-quality, attractive photos.

For example, if you're a food brand that makes specialty fruit jams.

Uploading product images with a white background will not entice Pinterest users to re-pin your products. However, flat lay with your jams and props or images of how your jams can be used in recipes will get more re-pins.

See the below pin showing a blurred image of pizza. Would you save, re-pin, or visit the publisher profile?



Keeping that in mind, below are certain must-dos when it comes to pinning images:

• Use high-quality images - avoid pixelated or dimly lit photos.

• Stick to vertical images with a 2:3 ratio.

• Add easy-to-read text to your creatives.

• Use authentic images, or customize stock images.

Tailwind

Pricing

Tailwind has four packages (billed annually):

About

Tailwind is a popular tool used by marketers and social media experts. It's a one-stop platform to create, schedule and optimize content for Instagram, Facebook, Pinterest, and email marketing.

Apart from its scheduling and creation features, Tailwind also gives users in-depth analytics to help create better data-driven content.

Features

• Create engaging posts on the platform.

• Auto-post content across social media and email platforms.

• Use the 'Hashtag Finder' feature to help expand your post's reach.

• Tailwind connects you with other Pinterest/ Instagram creators to reach new audiences.

• Access detailed analytics such as trending topics/categories or Pinterest user interest heatmaps.

Viralwoot

Pricing

Viralwoot has two packages:

About

Viralwoot is an easy-to-use scheduling and analytics tool for Pinterest. One of its main attractions is its Pinterest influence score that it generates for your profile. This score gives you a clear idea of where your accounts stand compared to others.

Viralwoot offers actionable suggestions to increase this score to perform better and grow on Pinterest.

Additionally, Viralwoot helps schedule, create and manage content. If you're new to the world of Pinterest or analytics, Viralwoot makes it easy to understand with its simple and direct explanations of essential statistics.

Features

• Get an 'influence score' to gauge your Pinterest performance.

• Create Pinterest campaigns/contests on the platform (Viralwoot users get pinged about these campaigns).

• Manage and curate boards/pins with Viralwoot's bulk editor.

Pallyy

Pricing

About

Pally is a great scheduling tool for visual platforms like Pinterest and Instagram.

After connecting your Pinterest account to Pallyy, you can take advantage of their visual calendar. It's a feature that allows you to view pins as they appear on boards or the users' home feed.

Plus, you can create, edit, link, and update pins or boards directly from the platform.

Currently, Pallyy doesn't offer analytics for Pinterest. However, it's still an excellent tool for scheduling and planning your content for Pinterest.

Features

• Easy drop and drag interface to schedule posts.

• Visual calendar lets you see how pins look on boards and home feeds.

• Schedule up to 15 pins a month on the free plan.

• Supports auto posting on any of your Pinterest profiles

Canva

Pricing

About

Canva is an online graphic design tool that even the most novice creators find easy. Using Canva, you can make creatives and videos for all social media and marketing materials.

Additionally, Canva allows you to create a 'team' to share creatives for immediate approvals. It also gives team members access to make changes. Thus, eliminating the process of having to send heavy creatives via email.

Key Features

• Create pins easily using any of their 250,000+ free templates

• Free membership includes 5GB of cloud storage

• Pro membership gives you access to over 100+ million stock photos, videos, audio, and graphics.

Buffer

Pricing

About

Buffer is a social media management tool. It helps you access, create, schedule, and monitor your accounts across platforms.

Using Buffer, you can get real-time analytics to gauge your Pinterest account's performance. You can create and schedule pins on boards and various Pinterest accounts linked to Buffer.

Since Buffer is integrated with most social media platforms, it is easy to edit and post your content across various platforms with just one click.

Features

• Create and save Pins to draft to post later.

• View scheduled pins in advance using their calendar view.

• Get access to analytics such as - performance overview, campaign analysis, audience demographics, etc.

Hootsuite

Pricing

About

Hootsuite is a social media management platform that allows you to do almost anything across platforms on a user-friendly interface.

Using Hootsuite, you can create, save, schedule, and optimize content for Pinterest. You can also compare your Pinterest performance against your other social media platforms to see which campaign performed the best on each channel.

Features

• Auto-schedule posts on all social media platforms with one click.

• Get real-time approvals/feedback from your marketing team on specific pins.

• Monitor and manage campaign performance using Hootsuite's analytics.

Later

Pricing

About

Later is a visual marketing platform where you can organize, plan, publish and schedule your Pins. It also has inbuilt analytics that helps you track the success of your Pinterest campaigns, pins, and boards.

Using Later, you can edit and post pinned content on your other social media platforms.

Additionally, it has an analytics-integrated visual calendar that allows you to drag and drop pins according to the time your users are most active.

Features

• Add team members to the calendar to manage/view social posts/pins.

• View the calendar by week or month for each social media platform

• Monitor every click to your website from your pins through their' click tracking' feature.