Pinterest. It’s a social media platform that we’ve all heard of, but it’s often not the first platform that marketers and business owners think to utilise. But for many brands, this could be a big mistake – with 200 million monthly users, knowing how to use Pinterest for marketing can unlock some huge brand awareness potential and offer a new branch to your content marketing strategy.
Pinterest is more than just a social media platform; it’s also a search engine. That’s right, we said it, and so did Neil Patel. Just like other search engines, Pinterest has been built with an algorithm that allows users to search for a specific topic and see relevant content. The difference is that users can also follow different accounts and post themselves, just like on other social media platform. It’s this combination of search engine and social media that makes Pinterest such a vital platform for your business. Read on to find out why you should be using Pinterest to promote your business.
Okay, so how can Pinterest help my business?
Although Pinterest is an extremely visual platform, uploading images and re-pinning photos with no aim or direction is not going to work for your brand. It’s all about pinning relevant, relatable, and shareable content. This can be in the form of images, graphs, quotes, or infographics. Many of Pinterest’s users are there with the intention to find new products and make a purchase so this is something that brands need to exploit.
Forget what you know from the likes of Instagram and Twitter in terms of followers. Although followers are still important and beneficial in terms of followers getting updates of the posts you are pinning, they are not the be all and end all. The Pinterest feed not only displays content that users follow, but also content that Pinterest knows a user is interested in. And due to the search engine function, this means that your content can still have a lot of reach without having many followers.
Great, so how do I make sure that my brand’s content is in front of the right people?
How to Optimise Your Pinterest Profile
Many digital marketers will be able to put their SEO knowledge into practice on Pinterest as it’s all about optimisation. To ensure that your profile, boards, and pins are found, the right keywords need to be incorporated into them. Users can then type in a phrase or topic and Pinterest will pull up the content that they think is most relevant.
- Brand name and profile – many brand names don’t contain the keywords that people are searching for. It can therefore be good practice to tailor your Pinterest profile name to the topics incorporated into your page. For example, the name of your brand + a few key words. For example, ‘Rug Traders (Interior Design Tips + Inspiration). This account is then more likely to pop up when someone searches for ‘Interior Design Tips’ on Pinterest.
- It’s extremely important to keep your Pinterest boards specific so that Pinterest can better match them to users’ search terms. For example, having a board named ‘Interior Design’ is too general. Instead, creating boards for specific rooms or styles is better. It’s good to have a few boards that are specific to your business, as well as boards that will be of interest to your target audience.
- When pinning, it’s important to add a description to expand on the post and explain a little bit about it. Pinterest recently introduced a hashtag feature within pin descriptions, allowing you to use hashtags like you would on Instagram images. All pins can have a URL attached too, which is great for driving traffic back to your website.
How to Use Pinterest for Marketing
Although Pinterest is visual, it’s still a brilliant platform for sharing your website’s content. If your brand posts blog posts, guides, or other types of written articles, these can all be shared and promoted on Pinterest. A great way of doing this is by transforming the content of the blog or guide into an infographic. If this infographic is informative, designed well, and is relatable, this also makes it shareable. And as Pinterest allows you to insert a URL with each post, you can insert a link to the blog itself which people can then click onto if they would like to find out more.
As well as being able to incorporate Pinterest into your content marketing strategy, it is also a great platform for showcasing and promoting the products and/or services you offer. This is easier for certain brands that have lifestyle photos featuring their products, as these are particularly popular on Pinterest. In fact, Pinterest converts more users into buyers than any other social media platform.
As well as making sure you are uploading the right pins, Pinterest is also the platform to get share-happy on. You can build up your Pinterest boards by re-pinning relevant pins from other users. This is a way of building up content on your profile as well as engaging with other users. Any engagement is a way of increasing brand awareness!
A Pinterest business account will help you to assess your brand’s views, reach, and engagement on a daily and monthly basis, as well as seeing which pins are getting the most engagement. This can help you to develop your Pinterest strategy accordingly.
And there you have it, a whistle-stop tour of Pinterest! If you would like some help developing a Pinterest that is tailored to your target audience, get in touch and see how we can help.