Pinterest for Online Marketing


Why use Pinterest as a business marketing strategy?

People are drawn to photos, images. Images and photos as information, can be processed rapidly and Pinterest has grown into a visual search engine for products, and links items together based on how they’ve previously been searched or pinned.

Using Pinterest as one element in your overall online marketing effort, you'll expose your brand to new audiences, and make it possible to leverage sharable images to drive more traffic to your web site.


What type of posts should you place on Pinterest?

Businesses large and small have cultivated a good following on Pinterest and learned how to capitalize on the power of the boards. Several examples are:

Nordstrom, https://www.pinterest.com/nordstrom/
the Container Store, https://www.pinterest.com/containerstore/
Sephora, https://www.pinterest.com/sephora/

These business's boards are organized to reach different audiences. Strive to know who your audience is, what they’re interested in and how your pins/posts relate to their interests.

Don’t overlook Place Pins for Local exposure. Millions of Place boards have been created by Pinners and local businesses. Be sure your Pins are optimized for search by using location specific keywords in your titles and descriptions.


Do you know what your Pinterest Goals should be?

Traditionally, Pinterest has been a predominately female platform, but that trend is shifting. Pinterest has doubled the number of active male users within the past year, and now – men are one-third of all new user signups.

If your business caters to both men and women, you goal should be to post images on Pinterest with both male & female as your target group. You can do a test goal, and for one month post toward women, one month toward men, and the third month, post toward both. Use Pinterest Analytics to determine which group you gained more Pins and Followers.

Your goal should be to build a community, and add new followers/pinners each month.


How to build a Pinterest community?

Building a Pinterest community is not a fast-track task. It does take time, and it takes regular posts. Schedule between 30 – 60 minutes several times per week to “work your boards”.

You might:
- Share three to five pins and add them to strategically named boards
- Repin three others pins that followers would fight interesting
- Find five new people within industry, field or niche to follow


How to create a business Pinterest Channel?

Pinterest makes it easy to register for a business channel:
- Create a Pinterest Business account: https://business.pinterest.com/en/set-your-business-account
- Verify your website.
- Add the Pin It button to web site or blog.


How to Customize Your Pinterest?

Pinterest offers a few opportunities for you to customize your account to make it more interesting while integrating your brand. Here are a few customization options:

Profile Image:
To carry through with brand awareness, be sure to include your business or company Logo as your profile image.

Adding Text:
Add text to your images to convey more interest and increase the impact of your photos.

Create a Theme:
Create continuity with your boards visually, and also with what you Pin.

Protect Your Brand:
Add your Logo or website URL as a custom watermark to your images/photos to protect your copyrights. Placement should always be in the same place, which will again adhere to continuity of all your posts.

Highlight Your Profile Images:
Pinterest lets you choose which image is featured as the cover of each pinboard on your profile page. If you don’t select one, the cover will be the last image you pinned, which keeps your profile page dynamic, but your cover page should be an additional source of continuity.

Don’t overlook the importance of your profile photo. Make sure your main visual icon displays your company’s name or logo without extra details or words. The image is only so big, so it should be simple but strong.

Focus:
Create a large number of pinboards, each with a specific focus. By doing this, other Pinterest members can be very particular about what boards they follow, creating a more personal connection with your brand.


Pinterest Tips

Create boards with keywords in your title. Select a category for each board to help people find them and for Pinterest to recommend your board as well.

Build community interest with a “Tips Board”.
Pinterest likes tall, vertical images. Creating larger images (735x1102) draws more exposure to your brand.
Optimize your images for both mobile and desktop. 75 percent of all of Pinterest’s traffic comes from mobile. Not optimizing for both means missed opportunity.
Use keywords in your Description, making sure it’s short, interesting and relevant.
Share your pins and boards on other social media channels.


How to Pin a Graphic

Add your custom Pinterest image with your branding and website on it.
Add 100 – 200 words of text to describe your pin using relevant keywords. Remember people tweet directly from Pinterest so keep it concise and interesting.
Add a link to your blog article or home page in the description.
Edit the pin to add the link in the source.


How can I get Rich Pins and What are they?


Rich Pins are used only on Business accounts. They add extra details to your Pins to make them more useful and make it easy for people to buy your products/items. Product Pins include real time pricing, availability and where to buy. Pinners also get notifications when product Pins they've added drop in price.

Currently, there are 6 types of Rich Pins: app, movie, recipe, article, product and place. To get started, you'll need to prep your website with meta tags, test out your Rich Pins and apply to get them on Pinterest. If you're not technical, you might want to ask your developer to help get you going.
More details on Pinterest: https://business.pinterest.com/en/rich-pins



Which Pinterest statistics should you track?

Pinterest offers Analytics with your Pinterest Business Account.
Find Pinterest Analytics by going to your profile, clicking the gear menu then Analytics.

There are three types of analytics, with metrics about your:

Pinterest profile: Organized into 4 sections: Impressions, Repins, Clicks and All-Time

Audience: View information about people who follow your boards, saw your Pins, or interacted with your content in some way. Audience analytics is organized into 2 sections: Demographics and Interests.

Website: You’ll view what content people like most from your website. You’ll see Impressions, Repins and Clicks for Pins linking back to your site as a daily average and can use the date picker to see data for specific time periods.



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