In some ways, Pinterest is the easiest form of social media. You don’t have to generate your own content – you just ‘pin’ other people’s work. But that same quality can make it a challenge. On Twitter, many users add ‘RTs are not endorsements’ to their bios, meaning just because you shared someone’s post doesn’t mean you agree it. It may have been a ‘hate retweet’ or a sarcastic one. You can’t really do that with Pinterest, because pins don’t come with commentary. So you’re basically a curator or editor, crafting the experience of your fans … and possibly getting paid for it. How can you enhance your Pinterest marketing strategy?
Step 1: Get down to business
If you don’t have an account yet, open a business one. It offers features that aren’t available to individual users, and it’s free. Personal accounts can be switched to business accounts too. And remember, your Pinterest optimisation starts right from your bio, so include relevant keywords, but in a natural, non-spammy way. Make your account stand out with customised board covers and short, intuitive board names. Optimise your board description too, but use a cohesive narrative rather than a series of hashtags – that’s just spam.
Step 2: Complete the content circle
Usually, pinners load their boards with content from other sites, and you probably will too. But as a brand, a good amount of your content will come from your own site. Remember though, sharing is caring. Also, if customers see a pin and follow it to your site, they’ll (hopefully) stick around and see other points of interest – which they might then want to pin. Facilitate easy pinning by including a ‘pin / save / share’ button on your site, and making all your content ‘pinnable’ both by topic and format. Use ‘rich pins’ with pricing info or cart/bag options. There are recipe pins, article pins, app pins, and product pins.
Step 3: Be careful with your images
Your top Pinterest marketing strategy should revolve around pictures, because Pinterest is a largely visual platform. For the best display, use images at least 600 pixels wide, in a ratio of 1:3.5 or 2:3. Lifestyle images are preferred (and clicked on more often), so think product placement rather than pack shots. Even for text-based pins, the graphics have the biggest impact. Review your website to be sure all your images are pinnable, and that every article contains some. Also, add optimised descriptions to anything you pin, regardless of source.
Step 4: Schedule routine audits
These should review your boards to see if they’re still relevant. Redundant ones can be refreshed, erased, or merged for better targeting. Check your analytics to see what’s working and what isn’t, and look at what’s being pinned from your website. This could help you identify a pattern that can improve your content production process. If you’re unsure of what they track and how to use this data, check their own analytics guide. It’s a detailed, downloadable document that’s almost 20 pages long, but well worth a read.
Step 5: Smarten up
The mistake many pinners make is to skim the basics and dive into the big leagues. We disagree. Without a solid foundation, all your bells and whistles will get you nowhere. But once you’ve solidified your board, then you can get colourful. Contests, take-overs, themes, videos, paid pins, and pincodes (a kind of ‘QR code’ for Pinterest that uses the Pinterest app on your smartphone to unlock hidden brand content or auto-follow individual accounts) are all techniques that work. Make them consistent parts of your Pinterest marketing strategy.
Because Pinterest doesn’t have to be as timely as Twitter, you can pin your posts in advance. It’s easy to do this using apps like Tailwind. It lets you schedule posts for the entire month, though you’ll have to check in regularly and answer comments. You can sign up in seconds using your Pinterest or Instagram accounts, which helps, because they’re probably both go-to sources for new pins. Plus, Tailwind lets you schedule IG posts as well.
Tailwind allows to upload photos in bulk, so you can save time. It has a handy drag-and-drop feature that lets you plug posts on the right calendar date / day, complete with hashtag shortcuts. These include suggestions from their Hashtag Finder. SmartLoop automatically recycles your most popular pins without spamming or breaking Pinterest T&Cs. It does this by identifying the right boards, times, and frequencies to re-use content. Tailwind is affordable enough for beginners and small business, and scalable for established brands.
With Tailwind, you can simultaneously schedule multiple boards, and its deep analytics help plan your posts for periods of high-engagement. It helps you select the best time to post, and has an inbuilt browser extension, which makes it easier to pin from multiple web locations. They even have integrated Tailwind Tribes that will help you find your kind of content. Sign up for their free trial today, using our five Pinterest marketing strategy tips to get started.