Pinterest Marketing Basics You Need to Know
When we talk about social media marketing, sites like Facebook, Twitter, TikTok, and Instagram are the platforms that immediately come to mind. But if there’s one network marketers often overlook, it’s most definitely Pinterest, an image-based website known for being a visual discovery tool. If you haven’t heard of Pinterest marketing before, you’re missing out on some serious brand exposure.
As social media platforms evolve into full-fledged marketing channels, it’s worth taking advantage of every single website to maximize visibility and attract a wider audience. In this article, we’ll discuss the basics of Pinterest so that you can implement it as part of your overall marketing strategy.
How does Pinterest marketing work?
Before we get started, let’s first discuss how Pinterest works. Pinterest functions like a virtual bulletin board where users can place ‘Pins’ to display content like videos and images. People on Pinterest use the platform to source ideas for their hobbies and interests, and placing relevant Pins can help make your content more discoverable to your target audience.
The great thing about Pinterest is that it’s a highly engaging platform. Users are actively looking for content that fits their specific needs, meaning you’ll have plenty of opportunities to present the right products/services to your potential customers.
There’s an element of SEO (search engine optimization) involved when using Pinterest, as users type on the search bar at the top of the website to find relevant content. Since Pinterest caters to users who seek specific content, you can tailor your videos and images according to their preferences to gain traction online.
What are the benefits of Pinterest marketing?
Pinterest offers plenty of advantages if you’re looking to incorporate it as part of your digital marketing strategy. Here are a couple of benefits you get to enjoy when you market your brand on the platform:
1. Boost brand exposure
Small and medium-sized enterprises (SMEs) will benefit greatly from the added brand exposure Pinterest provides. People on the platform love to discover new ideas, and you can present your products to fuel their interests and make their ideas a reality. With added brand exposure, you can hit your marketing goals faster and potentially widen your market share.
2. Content stays evergreen
One of the biggest benefits of using Pinterest is that the content your post stays evergreen, meaning you’ll continue to reap results down the line. Unlike other social media platforms where content immediately goes outdated, Pinterest pins remain relevant since it’s not time-sensitive and doesn’t follow the same trends that other platforms do.
When you put the time and effort into creating high-quality pins, you’ll be able to generate consistent web traffic and boost your brand’s exposure for years under Pinterest.
3. Attract high-quality leads
Pinterest is a great platform for attracting high-quality leads because users search for specific content. When you use Pinterest marketing, you’re presenting your products/services to people who are already interested in what you have to offer. This strategy leads to higher conversion rates, and you’ll be able to amplify the results of your marketing efforts.
4. Increase sales
Because of the evergreen nature of Pinterest’s content, there will be more opportunities for your brand to make sales. Plus, people on Pinterest usually have a purchasing intent where they look for products/services that fit their current needs.
For example, if a user is looking for power tools for their DIY projects, you can create Product Pins where they can purchase the exact tool they’re looking for.
How can you make Pinterest marketing work for your business?
So you’ve decided that Pinterest is a great platform to market your business, but you don’t know how to approach it. Don’t worry, these tips will help you leverage Pinterest marketing to get more people interested in your products/services.
1. Deliver value-based content
Considering that users rely on Pinterest for ideas and inspiration, you want to make sure that the content you share provides immediate value when they see them. You can achieve this through informative blogs, infographics, instructional videos, and tutorials regarding your products/services.
By doing so, your target audience will come to appreciate your content and turn to your brand’s offerings when they need them. It also helps to segregate your buyers into different groups. That way, you can identify their needs and fill in the gaps more appropriately.
2. Direct traffic to your website
One neat feature of Pinterest is it enables you to link visual content straight from your website, allowing you to generate web traffic and boost your online sales.
Say you’re an interior design company, and you want to lead users to your website after viewing your content. You can create a Board (which is a collection of pins) and highlight interior design tips that incorporate the products you carry. Through this, Pinterest users can obtain fresh new ideas for their home renovation and integrate your products along with their DIY plans.
You can also create a Pinterest widget on your website to make it easy for site visitors to view your collection of Pins.
3. Use relevant keywords
Remember how we said in the beginning that Pinterest involves the use of SEO? To ensure maximum visibility, you want to use keywords relevant to the products/services you offer so your content pops up on the search results.
For example, if you sell home improvement tools, you can include keywords such as DIY, renovation, remodeling, and construction. You should try to include these keywords in the following areas:
- Your profile
- Pin descriptions
- Board titles
- Board descriptions
- Paid Pinterest ads
The more optimized your keywords are, the more discoverable your content will be to your target audience. The good news is Pinterest provides relevant keywords after you type in the search bar, so you’ll have a solid idea of the keywords your target audience uses.
4. Understand how Pins work
Pinterest operates using Pins, and they come in many different forms. Knowing the different types of Pins is crucial to making your Pinterest marketing strategy more effective, so let’s discuss each one in detail:
- Product Pins – Product Pins provide up-to-date information about your product, including price and availability. You can also include a product description.
- Video Pins – These pins tell a story by way of video, visually showing your products or services in action.
- Article Pins – Promote your blog posts or articles with this type of pin. Create unique titles, headlines, and descriptions to entice users to read more.
- Story Pins – Use story pins to educate, providing users with recipes, guides, DIY instructions, and even interactive content. Tell stories with images, text, and links.
- Shop the Look or Buyable Pins – Add a high-quality photo to your Pin and allow users to buy directly from the Pin.
- Rich Pins – Rich pins provide the user with additional context and details surrounding a Pin and are a free feature on Pinterest. Individual types include Product, Place, Article, Recipe, and Movie.
Different Pins serve different purposes depending on the content you use. Align your goals with each type of Pin to generate brand awareness and make your brand more discoverable on the platform.
If you haven’t explored Pinterest as part of your digital marketing strategy, now is the perfect time to do it. The platform’s unique approach to displaying content makes it an ideal choice for brands looking to grow their online presence and land more qualified leads.
Hopefully, this article provides you with the information you need to get started with Pinterest marketing and get more people to discover your brand.
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