Pinterest is not a social network, but a visual search engine. It is designed for discovery. The purpose of these events is not to connect with others. People are searching for solutions or ideas across a wide range of subjects.
As a marketer, you can leverage this by creating and publishing content on Pinterest that serves up the ideas and solutions your potential customers are looking for, either organically or through paid advertising.
Here we come to another major difference and advantage Pinterest marketing has over other platforms. You may not know that the pins you promoted during a Pinterest paid advertising campaign will stay on Pinterest and continue to drive organic traffic long after the campaign ends?
A number of organic pins that I created over a year ago are still appearing in Pinterest feeds and generating traffic.
Increasingly, businesses are trying to attract users to their products on Pinterest. It’s estimated that 76.9% of all users on Pinterest are female, and 15.2% are male. Based on this data, worldwide marketers can run successful campaigns, which are all tailored to individual customers.
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How Actually Pinterests Works?
People use Pinterest as a bookmarking tool to plan their lives. They typically save images they find on the internet or on Pinterest itself to different boards (collections of images around a specific topic). Clickable pictures link to a webpage with more information about the image.
As a result of Pinterest’s algorithm, users’ saved content appears in search results and in their home feeds.
A business’s goal is to make its content inspiring and discoverable so that it is seen, saved (i.e. shared) and clicked frequently. Success on Pinterest is dependent on high-quality images, helpful content, and highly targeted keywords.
The following are the shopping habits of more than 4,000 pinners surveyed by Pinterest:
Furthermore, Pinterest publishes trend reports, such as 100 Pinterest trends for 2022, that give insights into what people are interested in. These are useful resources for showing you what people are into right now. Make it your inspiration for your own campaigns!
Pinterest Audience Demographics
According to Pinterest’s latest demographics figures, 250 million people use it monthly. Split 50/50 between US and international users.
Over 80% of new sign-ups come from outside the US, and Pinterest’s international audience is growing fast. The site has a majority of female users, but its demographics are diversifying and it is gaining a broader appeal with millennial men.
You should definitely consider adding Pinterest to your marketing mix if your target audience is active on the site. Pinterest is an obvious choice for categories like food, travel, home decoration, fashion and beauty.
It is, however, easy to make Pinterest work for practically any type of business, whether you sell products or services. Many service-based businesses do very well on Pinterest.
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A Copy-Paste Pinterest Marketing Strategy
This isn’t a case of hurry up and wait, but more like the foundation being set before the house can be built.
It is possible to speed things up a bit with advertising, but if you are looking for quick results, Pinterest is probably not for you! But, done right, it will send potential customers to your site for months and years to come.
When it comes to marketing on Pinterest, there’s no one-size-fits-all strategy. It all depends on your business niche, the maturity of your account, and your overall activity.
The following general, broad strategy provides a useful starting point for most businesses.
Is Pinterest The Right Marketing Platform For Your Bussiness?
In order to decide whether Pinterest is right for your business, you first need to do some research.
- If you aren’t active on Pinterest, you can still see if people are sharing content from your website on the site by visiting pinterest.com/source/your website address. It shows you pins that were pinned directly from your website, either by you (if you pin yourself) or by others. The URL may not return many results because your website was launched very recently, or because it is difficult to pin directly from your website.
- Find keywords and phrases related to your line of business on Pinterest and see if they appear on profiles, board names, board descriptions, and pin descriptions.
- Consider asking your current clients if and how they use Pinterest. If you are not getting any results, it may not be right for you. Then you’re ready to get started!
Benchmark Your Marketing Goals
You should define your objectives clearly on Pinterest so you can measure your success. Businesses typically use Pinterest to:
- Traffic increase
- Promote brand awareness
- Boost your sales
- Perform an action
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Start With Business On Pinterest
To be successful on Pinterest, you need these minimum requirements to have a successful Pinterest account and website:
- Pinterest is 80% used on mobile devices, so a professional, mobile-responsive website is vital
- Publications of regular content. For example, you publish your own blog articles, podcasts, videos, and photographs on a regular basis. On Pinterest, people are looking for solutions to problems, learning new things or finding new ideas
- Freebies. Can you offer your potential customers something that will compel them to leave their email address (checklist, e-book, video, course)?
- Creating a Pinterest Business Account
Configuring and optimizing your Pinterest business account and website are beyond the scope of this article. However, if you don’t already have one, this is the first thing you need to do. This is easy to do. You can learn how to do it in How to Get Ready for Business on Pinterest.
Add a Pinterest Save button to your website, so users can pin content directly from your site. Apply for Rich Pins as well. Adding the Pinterest Tag to your website will allow you to start building audiences for future advertising if you plan to purchase ads on Pinterest.
How To Create Conversion-Driven Pinterest Marketing Plan
In short, your aim is to convince potential clients to become customers by using an optimized strategy on Pinterest. So, how do you get clicks into your list?
- Stand in the shoes of your customer
- Cornerstone the end-goal in your mindset
- As we abovementioned, Pinterest is visual search engine
- Tracking, and scaling marketing efforts.
Stand in the Shoes of Your Customer
You should put your preferred customer at the center of everything you do. Today, customers are marketers.
You should know the best times to post on Pinterest and provide lots of valuable content on your site. For example, a business coach could regularly publish content based on questions clients ask during coaching sessions or in a Facebook group. It is very important that the blog articles and/or videos you create are very helpful and practical. They should provide ideas and information that people are searching for on Pinterest and Google.
In the same way, you can write a brief article about a product instead of just posting images. You could write an article about “10 ways to wear a scarf” and link to your own online store.
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Cornerstone the End-Goal in Your Mindset
Starting with your end goal and designing your strategy backwards is the best approach in launching an organic or paid campaign on Pinterest.
Suppose the business coach mentioned earlier created a “Get First Clients Checklist” for new entrepreneurs before she recently launched her new course on “How to find your first clients”.
She uses this checklist as a lead magnet to get people to sign up for her mailing list. She includes a sign up box for this checklist in relevant blog posts, and she regularly publishes these articles on Pinterest. Additionally to organic pinning, she promoted some of the pins via a paid Pinterest campaign to a more specifically targeted audience.
She created high-quality vertical images using a 2:3 ratio for each article. Each image contains a compelling message that entices interested pinners to click to learn more. If people click through and read the article, they may be interested in signing up for the checklist.
Subscribers must know, like, and trust her before they will purchase anything from her. She nurtures the people on the list by providing lots of value.
To increase conversions, it is crucial to first work out the details of this backward chain of events.
As We Abovementioned, Pinterest Is Visual Search Engine
On Pinterest, there are a number of ways people can stumble upon your content.
Despite Pinterest being a visual search engine, most searches are still conducted using keywords. Your boards and pins should include actual search terms that people use to search on Pinterest to optimize their chances of getting found.
Research Pinterest (and Google!) to find out what keywords and key phrases people use to find the products/services you sell. Compose a list of these keywords and key phrases so you can refer to it whenever you publish new content. This document should be updated regularly.
To better understand how it works, type a few keywords into the Pinterest search bar.
Observe the suggested keywords (see the example below). Conduct a similar search for categories and keep drilling down the list of categories presented to you. It will give you an idea of the most commonly used keywords.
Tracking, and Scaling Marketing Efforts.
Take note of the traffic that Pinterest is sending you already. You should track progress on a regular basis – it tells you if your marketing is effective or not. Additionally, newbies on Pinterest can benefit from tracking their progress monthly, even if they don’t have any previous data to compare.
Towards the end of each month, go to Pinterest Analytics and Google Analytics to export the data you need to track and measure your success. Here are some basic metrics you should monitor. Check your campaign statistics periodically if you are running a paid Pinterest campaign.
Pinterest Organic Vs Paid Reach
Starting with organic pinning will help you understand the platform and what works best for you.
You should also try Promoted Pins when you are comfortable with that because they help you get to the top of search results much faster than organic pins. By running a paid campaign, you are able to see keyword information that organic pins cannot. You can also see detailed information about your conversions.
Give your paid pin time to get ranked by the Pinterest algorithm – it takes click-through rate into account, so it may be best to let it run for a few days, at least seven days. Pinterest is better able to optimize performance for longer campaigns. Depending on how long a campaign has run, campaign results can vary greatly among identical pins (groups of promoted pins).
You cannot be successful on Pinterest without having a solid strategy. Master organic growth before starting with paid advertising. It is important to know how the platform works.
Create conversion-focused Pinterest marketing strategies by thinking like your customer when creating content and boards. Get clear on what you want to achieve and what needs to be done to reach it. Use SEO techniques to optimize your results on Pinterest since it is a search engine and not a social network.
One major difference with Facebook versus other platforms is that paid ads live on as organic pins, providing continued traffic for you once you’ve stopped paying for them.
If you’re looking for quick results, don’t use Pinterest; it requires long-term strategizing and preparations. With just a little help, though, it can turn into your best business friend and help you bring in potential customers for months and years to come.
Frequently Asked Questions
How Affiliate Marketing Can Be Done With Pinterest?
A great way to use Pinterest for affiliate marketing is to promote products, services, or even other businesses. In addition, with a little creativity, you can monetize your Pinterest following.
Is Pinterest Good For B2B Marketing?
Businesses which incorporate Pinterest into their strategy will have a better chance of driving website traffic, developing prospects, and creating visibility. The time named Pinterest one of the top 50 websites for 2011. Already one of the most popular social networks, surpassing Facebook and Twitter.
How To Make A Living using affiliate marketing with Pinterest?
Simply, there are many affiliate networks that you can apply for. They provide you with the right tools and creatives to promote their products, like Deeplinking, Banners, Promo codes and more. Here is how to make money with affiliate marketing on Pinterest:
- Pick a good product that matches pinterest audiences (Usually fashion and interior designs)
- Share a stunning image about the product you just picked
- Write bold and optimized title and description for the image.
- Tag it with right hashtags
- Eventually, link to the offer and the viral effect will do the rest.
In that way, with consistant posting schedule you will make money with affiliate marketing and Pinterest.