Pinterest continues to grow as an essential part of many brand’s social portfolios.
With its visual content and innovative tools, Pinterest can be used by businesses to increase visibility, drive traffic, and boost sales. I have created this guide to help everyone from beginners to marketers successful incorporate Pinterest to their social platforms.
How Pinterest works in 2024
Pinterest can be overlooked by businesses as an online marketing platform because it isn’t thought of as a traditional social media platform. It is seen as a platform for discovery and shopping and provides its users with personalised suggestions based on their preferences and interactions with pins and content. Users use the platform like a visual search engine, creating boards to “pin” things to that interest them, shopping ideas, images, recipes, and links to blog posts and articles. Engagement in generated by users pinning, sharing, following, and reposting content.
How does Pinterest marketing work?
Pinterest marketing runs on the platform’s capabilities to post visually appealing content known as “pins” that captures the attention of potential customers. This strategy is particularly effective in industries like fashion, home decor, and crafts, where visual aesthetics are paramount. The optimisation of these pins and engaging with users is how brands grow their market reach, drive traffic to their websites and build customer engagement.
The main elements of Pinterest are:
Pins: The primary content type including images, videos and links.
Boards: Collections of pins that users can save and collate into collections (Boards), customise and share. Users discover content in two ways, by customising the type of content they are show within their feed, and using the platform as a search engine to search for the type of content they want.
Why should I consider Pinterest marketing?
Pinterest marketing offers numerous advantages, such as:
Driving website traffic: eye catching visuals and links can drive users right to your website
Enhancing brand awareness: Through curated pins and boards that reflect your brand’s identity.
Targeted advertising: Pinterest’s ad tools allows businesses to target specific demographics.
Boosting sales: By creating a simple journey that takes the user from pin directly to purchase.
Valuable analytics: Offering insights into performance and user engagement.
Establishing industry authority: By sharing high-quality content, both from your brand and other trusted sources.
Building a Pinterest Marketing Strategy: 7 Key Steps
Create a Business Profile: Start by setting up a professional presence.
Optimise Your Profile: Use visuals and keywords that align with your target audience.
Research Your Audience: Analyse demographics and interests to tailor your content.
Study Competitors: Learn what works in your market and adopt similar strategies.
Keyword Research: boost your pin visibility with strategic keywords in your content.
Develop Engaging Content: Maintain a consistent and appealing content schedule.
Analyse and Refine: Use analytics to adapt and evolve your strategy.
Executing SEO correctly on Pinterest
Effective SEO strategies on Pinterest include:
Keyword Integration: Use relevant keywords across your content and profiles.
Rich Pins: Implement Rich Pins to pull metadata directly from your website.
Consistent Pinning: Keep your profile active with regular updates.
Optimised Visuals: Ensure your images and videos are sized and styled for Pinterest.
Advertising on Pinterest
Pinterest Ads can help with reaching a wider audience. Ad formats include standard and video ads to more advanced options like Idea Ads and Carousel Ads, each offering their own unique benefits and engagement opportunities.
Pinterest Shop
The Pinterest shop feature allows businesses to sell products directly through the platform, enhancing the shopping experience with rich product pins and organised catalogues.
