The Quick and Dirty Guide to Pinterest Marketing

“Why do I even need a Pinterest?”

Because images rule.

Via Flickr Pink Sherbert Photography

Via Flickr Pink Sherbert Photography

 

They are an easy way to communicate your message to followers in a way they actually remember. It makes your marketing more interesting and exciting for potential clients/customers. And it gives you another avenue to get higher search engine rankings. The platform is unlike any other and takes some adjustment, but once you know the rules and strategies, you can add Pinterest to your marketing scheme.

  • Don’t just add your content. Repin other’s stuff too.
  • Follow users who can provide high quality content for your page and that meet your brand goals and expectations.
  • Make the images you pin or repin high resolution. No watermarks allowed.
  • Organize your content into specific categories using the boards feature. You can be REALLY specific. This helps users easily navigate through your content.
  • When you link images you pin, make sure followers are taken to the exact content your image is about. If you pin a recipe using the barbecue sauce your company makes, take them to the recipe, not the homepage of the company website. This will frustrate users and cause them to tell on you to the Pinterest gods.
  • Speaking of tattle telling, you need to start doing it. Report broken links, spam posts, or images that are not appropriate. This helps keep Pinterest a good, usable platform for your marketing plan.
  • Advertise. Put a Pinterest button on your website. Talk about your Pinterest account on other social media profiles. Link to photos on your Pinterest on all accounts. Let your followers know you are on Pinterest so they can interact with you.

Any questions? Comment below or Tweet me @HS_Writing.

Advertisements

The Stats Don’t Lie: Pinterest vs Facebook

I may be confusing you all. Last Friday I wrote a post about why you still need Facebook as part of your business’ social media marketing plan. I still wholeheartedly think you need your Facebook still, and Terri Lively’s comment sums up why perfectly:

terri tweet

However, Pinterest is quickly growing into a social media beast that businesses can no longer ignore. These stats prove why you might want to see if Pinterest fits into your marketing plan.

Pinterest Positives

Via meeleeo.com

Via meeleeo.com

Via meeleeo.com

Via meeleeo.com

Those on Pinterest are actively searching for products and solutions to make their lives easier. This makes Pinterest extremely profitable for B2C companies selling physical products. On Facebook, users are more like window shoppers, so your chance of selling products on Facebook is less.

On the other hand, Facebook users will take advantage of deals advertised on Facebook more than ones advertised on Pinterest. If you have a lot of coupons or special offers planned, Facebook is the place to advertise them.

Via meeleeo.com

Via meeleeo.com

Once Pinterest users see something they like on the platform, they become huge supporters of the brand and products. This is why Etsy shops do so well on Pinterest over Facebook. Users on Facebook need to see the product or business page multiple times and get friend recommendations before they decide to convert to customers.

The Only Pinterest Negative…

Via meeleeo.com

Via meeleeo.com

When Pinterest users are on the platform, they are actively engaged and have a high rate of conversion. However, users spend less time on Pinterest than they do on Facebook. This is why certain marketing posts will do better on Facebook because you have a higher rate of visibility.

How to Track Your Pinterest Success

If you are like me, then measuring analytics on your social media accounts is slightly confusing and a pain in the rear. Among the many wonderful things about Pinterest, they make tracking your analytics a breeze. This may in part be contributed to the fact most users on Pinterest are actively purchasing items they see on the platform. You want to know exactly how your followers are interacting with your Pinterest account so you can see how to best market on the platform to raise your profits. Start tracking these metrics using your Pinterest Analytics tool to get a grasp on how to best use your Pinterest.

Averages

You should start tracking your average repins, likes, and comments per pin. You should also keep track of your average second degree followers using the analytics on Pinterest. The second degree followers tells you how well your brand connected to a followers’ base. This means you will see how many followers each of your followers has and how many of them have interacted with your brand.

Engagement

The engagement percentage will explain how many of your followers have actively engaged with each of your pins and repins. You can also look at the short term engagement, which will rapidly fluctuate. It is mostly used to measure how effective changes to your Pinterest brand strategy are. You also want to measure velocity, or the average number of pins and repins your brand makes each week. Test out different rates of pinning and repinning and figure out how many pins gives you the most engagement. The best way to measure velocity is to looka t the short term follower engagement. Whichever test gives you the most engagement, use that number from now on.

Reach

Your reach will show how far your brand has been able to touch new followers across Pinterest. It tracks the number of unique impressions you will receive each time you pin or repin content. Impressions are the number of times pins from your brand were seen each day on Pinterest. You can also look at the reach of each individual pin to see how many people saw it on Pinterest that day. Figure out which kind of pins have had the most reach and try to replicate those kinds. Make sure to look at how many clicks each of these pins are getting as well. The types with the most clicks are ones you want to focus on pinning in the future.

Mosts

Your “mosts” metrics include your most recent, most repinned, and most clicked. The most recent pin feed will show the pins from your brand that were most recently pinned by other users. This metric will give you an idea of what followers want to see certain times of the day. The most repinned feed shows you the pins that have been pinned the most from the brand. The most clicked feed will show the pins that have been clicked through the most from your brand. Pay attention to those clicks! You want future content to resemble what has been clicked through the most.

Tops

Your “tops” metrics include the top fans and influencers, top pins, and top interactions. The top fans and influencers list is going to be your VIPs. They are the users following your brand that have the most followers and engagement on their own profiles. Reach out to those people and talk about exchanging guest pin boards or teaming up in some other fashion. Top pins are the pins from your brand that have received the most engagement. The top interactions shows how much interaction pins from your brand’s website have had on the platform. The last two will give you a great idea of what works and what doesn’t work in your Pinterest strategy.

Still confusing? Here is a handy dandy infographic found on Social Media Today to help you out!

17-pinterest-metrics-every-brand-should-track

How to Make 4 MORE Aspects of Pinterest Work for Your Brand

Pinterest is the third most popular social media website, making it a platform that is hard to ignore when branding your business. It focuses on visual content and the audience is full of creative individuals. This means when you use Pinterest for business marketing, your plan of action needs to be creative and unique.

For those who do not use Pinterest or who are just starting out, there are eight aspects of the website that you need to understand in order to make the platform work for your brand.

e1693ddf9aa162d57ebcdaabaa5fb8a7

Copyright

  • Say where you got the pin from when pinning it
  • Display the URL on images
  • Use Creative Commons bookmarklet for via and a nod to the original pinner
  • Put the copyright on your website
  • If one of your images or your content was pinned without copyright, kindly ask them to add it
  • Don’t worry so much about piracy and worry more about being obscure
  • Use copyright symbols
  • Always credit photos

4db7098d416ad004ebe9f1f5d638694a

Contests

  • Clients can pin photo products
  • People can pin photos and tag the brand to win
  • Host a board scavenger hunt
  • Hold a monthly board contest
  • The most repined board wins
  • Pin an image of the contest rules
  • Integrate the contests with other social media platforms, like Facebook, Twitter, and YouTube
  • Have clients upload videos and tell them to use a contest hashtag

other pinterest profile

Collaboration

  • Follow other businesses in the area to stay on top of what customers are engaged with
  • All others to pin to your boards with the Pinterest tool me+contributor on selected boards
  • Create a themed group board
  • Perform a group scavenger hunt for pins
  • Ask for colleagues to repin your pins and do the same for them if they wish
  • Promote a joint event between collaborators
  • Create lifestyle boards that combine products from other businesses
  • Host a board tour
  • Throw a Pinterest party at work
  • Crowdsource a product

analytics

Research

  • Use Pinterest analytics to measure success of certain boards and pins
  • While commenting is not popular on Pinterest, read all comments and interact with them
  • Review other business boards
  • Identify your Pinterest marketing goals and execute them
  • Do keyword searches for pins, boards, and people
  • Review and evaluate the results of your marketing plan
  • Find out how well your brands are converting
  • See what boards are getting repinned
  • Find out if Pinterest is driving traffic to your brand

5 Tools to Keep Up with Pinterest Marketing

Pinterest has recently become the top social network advertising for eCommerce websites. The visual and instant bookmark aspect of Pinterest allows businesses to attract more customers and get more conversions. Setting up Pinterest for business will be a great way to show off your products and generate leads.

A study from Gigya shows that 41 percent of content from an eCommerce Pinterest is shared, as opposed to 37 percent of content from a Facebook eCommerce page. Pinterest is not only good for eCommerce sites, but for any business with a highly visual aspect, such as graphic designers. Since the invention of Pinterest, graphic designers have made “private” profiles that showcase their personal style and tastes for clients to see. There are many different tools offered by Pinterest that has allowed every kind of business to take advantage of the site for marketing.

Via Flickr by mkhmarketing

Via Flickr by mkhmarketing

  1. Rich Pins
    Rich Pins is a tool that is useful both to Pinterest members and brands across the internet. At first, Rich Pins only supported product, recipe, and movie pins. They have recently expanded this tool to include more kinds of pins. In order to take advantage of Rich Pins, the content needs to have correct meta tagging and then you need to apply for a specific type of Rich Pin.Product pins are updated every day in order to show price fluctuations and availability, along with where customers can buy the product. Recipe pins include cook time, ingredients, and servings.  Movie pins showcase content ratings and cast member information. 
  2. Article Pins
    For publishers, there is a tool that allows you to pin articles that have more description, visual appeal, and actionable content. Instead of a short, character-limited product description, publishers get to post an entire article preview with a click-through link. It makes it easier for members to find and save stories and it helps the publisher improve their traffic referrals thanks to the link. Businesses can apply for Article Pins the same way they applied to Rich Pins.

    Via Flickr by mkhmarketing

    Via Flickr by mkhmarketing

     

  3. Social Ads
    Like Facebook’s sidebar ads and Twitter’s promoted Tweets, Pinterest offers promoted pins.  Unlike other social media networks, however, Pinterest’s ads are relevant, tasteful, and transparent. There is no hidden motive with these pins, just extra promotion of great content. Their ads are only found in category feeds and search results, not on a private user’s Pinterest account.
  4. Price Updates
    Mimicking the setup that eBay has, Pinterest has a price update feature where they receive a notification when a product they have pinned drops in price. This gives you free advertising and higher click through rates. Price updates are very valuable during peak discount times, such as the holiday season. This feature makes it more important to use Rich Pins for products.

    Via Flickr by mkhmarketing

    Via Flickr by mkhmarketing

  5. Web Analytics
    At the end of 2012, Pinterest recognized the potential businesses had on their site and launched official business accounts. At the same time, they launched web analytics to give businesses insight about their followers’ behavior. Verified business Pinterest sites have the ability get data about how many people pinned from their website, how many have seen the pins from that brand, and how many people have visited their website from pins. 

You need to take advantage of these tools in order to make the most out of your business Pinterest ROI. What are some other ways you can take advantage of Pinterest for marketing? Let me know in the comments or @HS_Writing.