Some people look at Pinterest and wonder how you could possibly market your business through the platform. Many folks figure it’s mainly for finding craft and meal ideas, and not much else. But Pinterest marketing is a great way to increase brand awareness, bring new viewers to your website, and even drive sales.
Regardless of your market, the big question is, how does one approach Pinterest marketing?
Well, first we’d like to address how Pinterest works in today’s age, seeing as how much has changed over the years. Then, we’ll explore opportunities for boosting traffic through Pinterest, even if you think your business doesn’t fit on the platform.
Quite a bit has changed since the inception of Pinterest. In fact, Pinterest was once one of the few social networks that didn’t allow ecommerce sales or ads.
As mentioned, this has changed, but Pinterest has still managed to maintain its original identity and cater to specific groups of people.
So, what should you expect from Pinterest? What are the demographics like and what options do you have in terms of marketing and advertisements?
Although the social media space is ever-changing, here are some tips and thoughts to consider when embracing Pinterest as a marketing solution.
As you can see from the stats above, Pinterest users do trend a bit older than other networks. There are also more women than men compared to other networks.
However, brands should see this as a unique advantage.
After all, the older age groups are more likely to buy than kids in high school and college. Also, women are typically the driving force when it comes to buying decisions in a household.
Overall, Pinterest should be tested by all companies, even if it seems like a lawyer may not be able to gain traction with Pinterest posts. With the right strategy, you may surprise yourself.
So, here are some of the best Pinterest marketing strategies that are relevant in today’s market.
“Scrollers” are common with all social networks. They’re the users who quickly scroll through content and don’t ever engage with one item unless it really stands out.
That’s tough for marketers since not everyone has a budget for super viral videos.
However, Pinterest is friendly in many ways. For instance, short videos pop out and don’t necessarily have to be the funniest, most creative thing on the internet. Pinterest users want content that helps them in some way.
That’s why we recommend focusing on 6 to 15-second videos. Pinterest actually recommends this range based on its own research.
This way, the videos act more like animated GIFs, never relying on audio, and rapidly going through text and images that people can relate to.
Some other tips about Pinterest videos:
You don’t have to spend much time making a short video, and the user is engaged instantly.
As with Instagram, Facebook, and Twitter, Pinterest users can also type in hashtags to seek out trending keywords and also place them on their own pins so that others can find the content.
Compared to other social networks, Pinterest hashtags aren’t meant to be all that creative or funny. They’re meant to find relevant content fast.
Therefore, one main rule applies to Pinterest hashtags: Keep them practical and specific.
The hashtag #dogsofpinterest may be cute, but it doesn’t fall into much of a searchable category. Hashtags like #dogcostumes or #dogrecipes would get more results because they are saying exactly what the user is going to find.
Some information about Pinterest marketing hashtags:
There’s no pressure to be creative with hashtags like on Instagram. Pinterest users want hashtags that will lead them to that exact content. It’s also easy to spy on your competitors and simply copy what they’re doing for your own content.
Going back to basics, it’s essential to make your Pinterest pins look nice. The size, style, and shape all comes into play for grabbing attention and following Pinterest rules.
The best way to go about this is to use a designer that provides templates for you. Some are basic designers, while others are social media posting systems:
Regardless, they all have Pinterest templates with the right specifications.
If you plan on making the graphics yourself, here are some requirements for the most effective designs:
Quite a few tools are available that do all of the design leg work for you. Canva is free for individuals and it has plenty of templates with the right aspect ratios and some beautiful designs.
In today’s analytical business world there’s no need to listen to your gut when making decisions.
Blog posts should be based on keywords people actually search for. Social media posts should be based on what trends are occurring on social networks.
Similar to Google Trends, Pinterest has its own trending page for you to see past, present, and future content that gets popular.
Search trends by industry, category, people, and month.
Just as an example, I looked at the trends for this current month (October) and found these trends:
The Pinterest Insights get rather specific, making content creation easy for you. Not only that, but Pinterest breaks down all of these trends into beautiful landing pages/blog posts with their own analysis.
This should be a tip for all types of marketing, but it’s also super important for Pinterest.
The reason Pinterest sees great engagement during holidays and certain seasons is because it’s a social network that doubles as a planning tool.
Many people strictly plan their vacations on Pinterest. From meal planning to gift planning for sporting events and holidays, the idea behind Pinterest is to create a board of cool ideas.
Pinterest provides a seasonal planner to get you started, but you can also find other interesting holidays elsewhere online.
What’s cool about the one from Pinterest is that it outlines when people start pinning more for certain occasions.
It basically gives you free content ideas that everyone can relate to. Furthermore, you know that users get worked up about holidays and special occasions, so people may already be looking for your guides and products.
Advertisements are part of marketing too! Check out some of our tips on Pinterest ad strategies.
You can still get your product or services or blog posts out there with a little money.
What’s great about Pinterest is that the marketing tactics are so simple compared to others you would have to implement through platforms like Facebook and Twitter.
Heck, Instagram is often only useful if you have perfectly professional photos and some cheesy motivational sayings. But with Pinterest, users are looking for functionality from their pins. That’s why a quick video about a product or process is so effective. Not only that, but so many tools are available for making pretty banners for Pinterest.
Joe is a Chicago-based writer who dabbles in social media, WordPress, and eCommerce tools. When not riding his bike in Chicago he's camping in Wisconsin.
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