Pinterest offers businesses a fairly unique proposition. Like other social media networks, it’s a place to connect with friends and influencers. But as a visual search engine and productivity tool it’s also a lot more than that.
Pinners come to the platform for inspiration—or “Pinspiration.” They’re planning their weddings, dream vacations, and holiday dinners. And because of that, they’re not only receptive to brand content but find it helpful as well.
1. Create captivating content
Visuals speak volumes on Pinterest. In fact, in a Pinterest study, 85% of Pinners place more importance on visuals than text. But that doesn’t mean you should slack on your copy. Your pins should be designed to deliver on all fronts. Tell people what they’re seeing, and entice them to want to learn more.
2. Pin consistently
Pinterest recommends to pin something once per day. This is more effective than creating a board and filling it up at once. Pinning regularly ensures your content will reach a wider audience.
You can schedule Pins on Pinterest or Hootsuite to ensure your account remains consistent. Take advantage of Audience Insights to determine when your content gets the most engagement. It’s always best to post when the bulk of your audience is online.
3. Plan ahead for seasonal content
Pinners like to plan ahead. Way ahead. That means brands have to be even better planners. Pinterest recommends sharing seasonal content 30-45 days in advance. Unsurprisingly, content that is timely sees a corresponding holiday boost. According to Pinterest, promoted pins that align with life moments and holidays see a 22% lift in online sales.
4. Use boards to connect with Pinners
Give Pinners a reason to follow your Pinterest Board. Create a series of tutorials or DIYs. Or curate a board filled with customers using your products. As the company explains in its description, this board is a curated space for influencers and partners to share their beauty content. Rules for participation are clearly stated, including a limit on how many pins can be added per day.
5. Optimize for Pinterest SEO
Pinterest is a visual search engine after all.
Just like any search engine, keywords are the basis for content discovery on Pinterest. This is why it’s important to use them in your company, board, and pin names and descriptions. Hashtags are also useful, especially since Pinners can follow the ones they’re interested in.
6. Create a content strategy that delivers
That means there’s lots of opportunity for brands to get discovered—especially when strong content and SEO strategies are in place. Exposure is important, but a good content strategy needs to follow through. As Pinterest recommends marketers should, “Build a strategy that takes consumers from awareness to purchase.” Once a Pinner shows interest, your content should take them through the marketing funnel from interest to decision to action.
7. Target the right Pinners with ads
Another effective way to follow through on Pinterest is with ads. Pinterest allows advertisers to target ads around keywords, interests, location, age, and other demographics. Actalike audiences can also be created to help marketers find people similar to their customers. Just choose an existing audience as a source, and Pinterest will find like-minded Pinners for you.
8. Make it easy for Pinners to shop
Pinners, as we know, like to shop. So, make it easy for them.
One way to do this is with Shop the Look pins. These pins streamline the online retail process by allowing people to click on the specific home decor or fashion item that interests them. Links take them directly to the product page so that they can buy something immediately if they wish.