Using Pinterest for Marketing: Why and How | NetHosting Blog
 

Pinterest is pretty well known. It’s known for being a wealth of information, a huge distraction, and a way to make people with below-average crafting and cooking skills feel very inadequate. It may not be as popularly known for the awesome marketing tool that it is, so let me tell you all about it!

The Why

PINTEREST USERS ARE VERY ENGAGED

And I’m not talking about the ones making “Dream Wedding” boards. Pinterest is unique among social media in that its users come to the platform looking for content to actively engage with and eventually come back to. They’re looking for answers and solutions that they can actually use and save to their accounts. Those solutions come in the form of products, recipes, DIY projects and about 3 million other things. This makes Pinterest a pretty great marketing tool for almost anyone with something to sell.

PINTEREST IS FOR DUDES TOO

A common misconception about Pinterest is that it’s just for the ladies of the world. While it’s true that the majority (62%) of Pinterest users are female, it shouldn’t be ignored even for products targeted to men. Why?

  • 30% of all new signups each month are male.
  • Women have a significant amount of consumer power even for male-targeted products. Women purchase gifts and recommend resources for men regularly, so you can still promote your manly stuff even to women.
  • Pinterest has hit astronomical numbers of 110 million active, unique, monthly visitors. 38% of 110 million is still a pretty big number!
  • Pinterest’s home menu is filled with topics that appeal to all sorts of interests for every gender. The user experience is designed so that those topics can be narrowed with search terms as well.

The How

IF YOU KNOW SEO YOU HAVE A HEAD START

pin_board_google_images

Indexed Pinterest Board in Google Image search results

Pinterest is a search engine that looks and feels like a social platform. With that in mind, it is extremely important to optimize the content that you put onto Pinterest if you want it to do well and really work for you.

  • Just like Google, Pinterest thrives when its users are able to find the content they’re looking for as quickly and easily as possible. Pinterest’s algorithm will favor pins that are most relevant and helpful.
  • The foundation of success on any search engine is TEXT. While Pinterest pins are very visually driven, it is your titles, description text, board text and image alt text that will determine your success.
  • Pinterest content is indexed by Google into Google Images! Make sure you’re using the right keywords in your content so that you are indexed on relevant topics.
  • Images are indexed based on alt-text. Make sure you are optimizing your photos on your site and in your blog posts so that the alt-text carries through to Pinterest and can be indexed beneficially for you.

BE HELPFUL: THE GIFT THAT KEEPS ON GIVINGdandelion_blow

When a user finds your content helpful, they will save it to their account. It then gets automatically shared to anyone that is following their pins. This creates a chain reaction that gets your content more views that you don’t really have to work for. Your pins are kind of like dandelions. Once someone picks it and blows the little seeds all over, it pretty much lives on forever.

Due to these chain reactions, it’s important to create your content to be as “evergreen” as possible. This means that if a pinner finds your content 6 weeks, 6 months, or 3 years later, it should still be as meaningful and useful at that point as the day you posted it. Unlike dandelions.

Some tips for evergreen pins:

  • Focus on creating on-site content that is evergreen: How-To’s, Favorite Products and Resources, Recipes, DIY projects.
  • Keep your pin graphics free of time-sensitive or sale-specific text.
  • Limit the number of ads you run for specific sales.
  • Place a CTA in your on-site content instead of in your pins.

CREATE A PRESENCE, NOT A PROFILE

In order for Pinterest to work for you, you need to be mindful of your presence on the platform. Creating a well organized and resource-rich profile will gain you high-quality followers that could convert to new customers.

Really fill out your full business profile.

  • Include your full business name on your profile.
  • Include location-specific keywords if your business operates locally.
  • In your business description, use language that simply describes what you specialize in. Save the cutesy taglines for later.
  • Don’t be afraid to use a call-to-action in your profile.

Create useful and niche-specific boards that fit in with your expertise.

  • Every time you create a new board, give it an awesome description. This description will not only guide your followers, but will be used to index your boards on Google and develop your SEO.
  • When you create a board, add at least 10 pins to it so that it is already stocked with resources by the time a follower reaches it.
  • Mix your content with re-pinned content in some niche boards as long as it all stays relevant. Also create at least one board that is dedicated to your content only.

Create natural, helpful descriptions for your pins.

  • Pinterest’s algorithm wants descriptions to read naturally. This means no hashtags and no keyword stuffing. Your description can be keyword rich, but it should read like a real sentence.
  • Use adjectives, colors, materials and textures that appear in the graphic for your description.
  • Think of what people are searching for that will lead them to your content.
  • Some CTA lines that work well on Pinterest are: save for later, visit the blog, check this out, etc.

READY, SET, GO!

If you need more convincing, check out some of the resources below. Otherwise, you’re ready! Start optimizing your content and creating some awesome graphics to use for your pins, and start pinning!

RESOURCES:

25 Things that Make You Look Dumb on Pinterest

Pinterest Makes Media Push Targeting Evergreen Content

Jess Bahr Webinar: Getting Found on Pinterest for the Holidays

How to Improve your Pinterest Boards

Demographics of Social Media Users

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