Pinterest Marketing: Complete Guide
Truth be told, it is a lot easier to market on social media than a lot of people make it out to be.
Sure, there are a lot of landmines that you need to avoid in order to have consistent success on social media – but that’s true of any marketing medium. You need to keep your head on a swivel when sending out direct mail, advertising on television or on the radio, and even when you’re using local advertising messages and mediums.
But, for one reason or another, people have a really difficult time when it comes to social media marketing. Maybe it’s because this medium is completely driven by your market, your prospects, your customers, and even your competitors, so there is a lot less control than in more traditional channels.
Thankfully though, we are going to break down Pinterest Marketing for you so that it becomes simple and straightforward. This guide will make it easier to get all the results and return on investment that you have been hoping for. Think of this as the Pinterest marketing complete guide, a companion for Instagram Marketing 101 – everything you need to know to dominate online today.
It’s impossible to market successfully without first understanding your market
A lot of otherwise smart and savvy individuals make major mistakes and big blunders on social media and marketing in general when they try to make moves, create new campaigns, or leverage new advertising opportunities without first understanding EVERYTHING about their target market.
Now you need to know who is using Pinterest. Here are a few interesting statistics, but if you want to learn more, click here for our in-depth look at Pinterest demographics.
- 100 million people use Pinterest
- 85% of Pinterest users are women
- 75% of Pinterest users have purchased something on Pinterest
- 60% of Pinterest users are in the US
So why do these people use Pinterest? You’ve got two types of people using Pinterest for different reasons:
Regular People: They use Pinterest for two main reasons:
- It is fun. It’s a delight to discover things, to categorize things, and to visually entertain the mind. They like sharing with family and friends.
- They’re using it for planning purposes. Think of all those brides to be. They keep track of dresses they like, cakes, toppers…you get the idea.
- To save how to’s: Pinterest is a great place for those of us that are crafty. If you ever hop on this social network, you’ll be bombarded with how to’s and crafts.
Marketers: We do all of the above, but we have a purpose outside of just fun:
- Build links to our websites & get clicks from Pinterest users.
- Build a brand presence.
Business Accounts on Pinterest
If you are a Business, we recommend that you open up a Business account, this way you can:
- Verify your website
- Access Analytics
- Use Rich Pins – you will find more info on this later on in this post.
How Often Should I Pin on Pinterest?
You should be pinning daily, and you should be pinning more than once daily. When you do pin, don’t pin all your pins at the same time. Instead, schedule your pins using a system like Socialdraft so that you can space your Pins throughout the day. You don’t want to bombard your audience with a ton of content all at once.
Optimize your content to the kinds of customers you’re hoping to attract
While there are 100 million people using Pinterest, they aren’t all going to become your customers. You need to think very carefully about who you want to reach so that you can build your Pinterest strategy around them.
Think about your niche, your audience, where they are located. Before you start pinning, focus on your ideal customer, and alienate EVERYONE ELSE. You are marketing on Pinterest for business, so random repins and engagements will not help your bottom line. The idea is to create the kind of lasting impression that builds real relationships for your business. Here are a few ideas on the types of pins that work across all markets:
- Problem Pins: This pin should pose a problem in the image and your write up should let the audience know that a click thru will give them the answer to the problem
- Lists: People love lists. Why? They are easily digestible AND they usually solve a problem. Wouldn’t you want to click on “10 ways to increase your Facebook engagement”, or”5 easy exercises to tone your arms”?
- Educational Pins: These pins are to be used by you to educate your potential clients, customer or audience on your product.
- Shareable Pins: These pins are there to get you more reach, they should be impactful, fun, and encourage repinning.
- Rich Pins: These are special pins that give your audience more information on products and services. We will discuss this later.
Plan Out Your Boards
Boards are simple. These is the place where you will save your pins, be they images, videos, or links. Your boards should have a cohesive subject and portray the identity of your business.
The type of boards you create are up to you. You can create boards on travel, tech, fashion, or anything else that you can imagine.
It may sound simple, but since you are on Pinterest to market your brand or business, you need to cater your boards to your audience. If you are a food blogger, don’t create a cat board. This does not help your brand or your ROI. Instead, check out the types of boards your ideal customers are creating and take inspiration from them.
The example above is quite simple. Wines of France created SEO minded boards for each of their regions. This very clearly tells their audience what their boards area all about.
How Many Boards Should I Create
It’s really up to you, but keep in mind that a Business Pinterest account is here to entertain its audience. You most likely won’t be able to do this with 1 board. Start off by creating 8-10 boards that are all related to your business. Think about your branding and how you can portray this with each of your boards.
How to Name Your Boards
You can take one of two approaches to naming your boards. Test both out and see what works better for your particular brand. If you want, you can even create very similar boards, name each with one of the techniques and see which does better for you.
1. Creative: These are just fun titles to get people to click through to the board. Aerie does a great job at this. Just check out their Yoga wear board. It’s called Namaste. Not exactly the best for SEO, but it does wonders when their audience clicks through. A few examples of Creative Board names taken from Aerie:
- Spring Fling – to promote a spring clothing line
- Bloggers We Love – A great way to get the blogging community involved with the brand. Also adds value to their Pinterest board.
- Aerie Blog: This type of board further strenghtens Aerie’s brand.
2. SEO Minded: This is great if you want Google love. Keep this simple and with Google in mind. Martha Stewart Weddings is a great example of well SEO’d board names. These are a few examples of SEO minded boards from Martha Stewart Weddings:
- Wedding Table Settings
- Urban Wedding Venues
- Wedding Cocktail Ideas
Secret (Group) Boards
Pinterest also allows you to create secret boards. You can then invite only certain people to Pin with you on this board.
How would you use this for business? Here are a few ideas:
- Create secret board for your already customers where you offer discounts.
- Create a board that is for a member’s only event
- Create a board that you want to have lots of content, but only make it public once you feel it is ready
- Track competitors
There is a reason Pinterest is called “Pin”terest. It is a place where you pin things that interest you by categories. Pins are visual bookmarks. Once you click on a pin, it will redirect you to the site where it came. So basically, you store weblinks on Pinterest by using images and videos. It’s that simple.
Number of Pins Per Board
There’s no right or wrong answer to this, but the idea is very similar to the board number idea. You don’t want to bore your audience, so start off with 20-25 pins per board. This way your audience will not get bored and leave when browsing pins on your boards. You also don’t want to go too crazy and give people too much to scroll through, so keep the maximum at around 100-150 pins per board.
You don’t want small pins. You want tall beautiful pins that take over a lot of real estate. This will increase your click through. You can create custom pins on Photoshop, but I find Canva to be extremely easy for this (besides, it’s free). If you do make these custom pins, make sure to edit the url so that the pin redirects where you want it to (the video above is a quick tutorial on how to do this).
Create a Unified Voice
Just like Instagram, your pins need to always communicate your brand voice. Before you begin to Pin, think about how your brand needs to be viewed by your audience. This includes the aesthetics as well as the types of pins you will post.
If your company already has guidelines for branding, use these. If not, then you need to create one. There should be a consistent feel across your website, printed materials, and your social networks.
That does not mean that you’re pinning the same content on Pinterest that you’re posting to Facebook or Instagram. Content for Pinterest should be unique and designed for that audience.
How to Craft Your Pin Descriptions
In most social media platforms, you want to keep your descriptions short. People have a short attention span on social, and this is especially so on Pinterest. Besides, you want to get those people to click over to your site, or to take an action…so long descriptions that keep people reading will not help you with your ROI. We recommend that you keep your write ups short and simple. Of course, every brand is different, so test out short, medium sized, and large format write ups, but we find short ones with a call to action work best. Here are a few nice examples:
- Romantic Bridal Updos
- Most Romantic Bridal Updos
- Check out the Most Romantic Bridal Updos
These are absolutely fantastic. These pins are not like the others. They let business accounts give their audience more information about the items and services that have been pinned to their boards. Rich pins aren’t available to everyone, you need to apply for this feature.
There are 6 types of Rich Pins:
- App – These pins have an “install” button so that people can easily download your apps right from Pinterest (iOS only).
- Movie – shows ratings, cast and reviews.
- Recipe – show ingredients, cooking times and serving information.
- Article – these give a headline, author and story description so that people are enticed to click through to the article.
- Product – shows pricing information, availability and where to purchase.
- Place – These show a map, address, and phone number (awesome for local biz & travel).
Categories are incredibly important. There are 34 different category groups you can put your pins into, so think carefully when you choose. This is one of the many ways people will find your pins on Pinterest. Here are the category types available to you on Pinterest:
Animals and Pets
Cars and Motorcycles
DIY and Crafts
Film, Music and Books
Food and Drink
Hair and Beauty
Health and Fitness
Holiday and Events
Growing Your Pinterest Followers
This has to be done organically (or with ads). If you’re doing this organically, then you should:
- Pin (and pin a lot)
- Follow people
- Like, repin, and comment on pins
- Invite your friends
Amplify Your Reach
You can’t build it and expect people to come. You need to use tools to push your Pinterest account to your current audience. There are a few ways you can do this:
Connect Pinterest to Your Social Networks:
Go to your account settings and connect your account to Facebook, Twitter, and Google+. This is especially good if you don’t have time to be active on all social media accounts…but be warned, best practices dictate that you have a separate strategy and different content for each network.
The Pin It Button: Add a “Pin It” button on your site. This makes it easy for people who stumble onto your website to pin your content to Pinterest.
The Pinterest Icon: Make sure that there is a Pinterest icon where you keep all your other social media icons on your website.
- Pin colorful images that demand attention.
- Studies show that warm tones (red & orange) get twice as many repins than those that have cool tones (blue).
- Tall images do better than wide images. It’s pretty obvious since they take up more real estate. Yse pins that are 735px (and make them as long as you want).
- Push your best boards to the top of your profile
- Create seasonal boards & move them to the top of your profile when the season approaches
- Create evergreen boards and always keep a few of these on the top of your profile
- Name your images before you upload them. Pinterest uses these as the image title, so think SEO when you’re naming your files.
- Check the links after you pin. Pinterest doesn’t add a link when you manually upload, so make sure you are adding that link after.
- Always select a category.
- Don’t go crazy with hashtags.
- Never pin ugly or low quality images.
Pinterest offers native ad units called Promoted Pins which you pay to have seen by more people. If you’re interested in promoting pins you can use the Pinterest Ads Manager. With the ads manager you can create, edit, and manage promoted pins, but you can only promote pins from your profile, and you need business account.
First Create a Campaign
The 1st step is to create a campaign so you can create start and end dates and manage your budget.
1) Click on the (+) button and select create ad.
2) Choose a campaign goal to determine how your pins are delivered.
3) Enter campaign details.
Name your campaign
Select campaign dates
Ad your daily budget
The 2nd step is to pick a pin to promote.
You can only promote pins that already exists on your board. You can search for your most clicked or repinned pins in the last 30 days. You can also search for pins you want to promote by URL or keyword. Buyable pins, video, GIF, and App Pins are not eligible for promotion. You can only promote content you own, and you can only promote pins that link back to a website. Edit a Promoted Pin by clicking on the pin you want to edit and then click on “Edit a promoted pin.” You can also ad more pins to an existing campaign.
The 3rd step is to add more details.
1) Name your pins.
2) Update destination URL.
3) Include targeted interests to reach based on their interests.
4) Keywords: Reach your audience using targeted keywords.
6) Languages: default to all languages.
7) Devices: default to all devices
9) Choose a maximum bid per desired action.
The 4th Step is to Send promoted pins for review.
Your Promoted Pins are then reviewed for ad policy guidelines before you set up for billing.
At the end of the day, you are going to have to write your own manual for social marketing to fit your brand. These tips and tricks are here to help you get started on your Pinterest adventures.
If you work the system it will work for you.
And don’t forget, consistency is key…so schedule your Pinterest pins on Socialdraft so you’re active daily.
This is how you win when it comes to business these days!
How to Manage Your Pinterest Accounts
Socialdraft is an all-in-one Social Media Dashboard that helps you manage Pinterest. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:
Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages (and one LinkedIn account) and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…
If you are curious about Socialdraft, take it for a risk-free trial. You’ll get to try out all the features and decide if Socialdraft is right for you.