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A Guide to Pinterest Marketing

Pinterest⁠‌‌​‌‌‌‌​​‌‌​​​​​​‌‌‌​‌​‌‌​‌​‌‌‌​⁠ is a visual discovery platform that allows users to find and share ideas, inspiration, and products through images and videos known as "pins." With over 400 million active users, Pinterest offers businesses a unique opportunity to reach potential customers in the planning phase of their buying journey. This guide will explore the essentials of Pinterest marketing, including setting up a business account, creating engaging content, leveraging advertising options, and best practices to maximise your success on the platform.

Table of Contents

1. Why Pinterest Marketing?

Why Pinterest Marketing?

Pinterest's unique position as a visual search engine makes it an effective platform for businesses aiming to drive traffic, increase brand awareness, and boost sales.

1.1. Visual Discovery Platform

Users come to Pinterest to discover new ideas and products, making it ideal for showcasing your offerings.

1.2. High Purchase Intent

Pinners often use the platform to plan purchases, with many users making buying decisions based on pins they find.

1.3. Extended Content Lifespan

Pins have a longer lifespan compared to posts on other social media platforms, continuing to drive traffic over time.

1.4. Diverse User Base

With a global audience, Pinterest reaches users across various demographics, including a growing male and Gen Z user base.

Setting Up Your Pinterest Business Account

A Pinterest Business Account provides access to features designed to help you grow your brand, such as analytics, advertising, and rich pins.

2.1Create or Convert an AccountYou can either create a new business account or convert an existing personal account. Create a New Business Account: Go to business.pinterest.com and follow the sign-up instructions. Convert Existing Account: In your account settings, select "Convert to business account."
2.2Complete Your ProfileProfile Picture: Use your company logo or a professional image representing your brand. Business Name: Enter your brand name for easy recognition. Username: Choose a handle that reflects your brand and is consistent across platforms. About You: Write a concise description of your business, including keywords related to your niche. Website Verification: Claim your website to access analytics and add your logo to your pins.
2.3Enable Rich PinsSet up rich pins to provide more context about your products, recipes, or articles directly on the pin.

Creating Engaging Pinterest Content

High-quality, visually appealing content is essential for capturing attention and encouraging engagement on Pinterest.

3.1Design Eye-Catching PinsCreate pins that are visually striking and relevant to your audience. Use high-resolution images and consider vertical formats (2:3 aspect ratio) for optimal display.
3.2Incorporate Text OverlaysAdd text overlays to your images to convey key messages or calls-to-action, making your pins more informative.
3.3Use Consistent BrandingInclude your logo and use consistent colours and fonts to strengthen brand recognition.
3.4Create Valuable ContentOffer content that provides value, such as tutorials, tips, or inspiration, to encourage saves and shares.

Optimising Pins for Discovery

Optimisation helps your pins appear in search results and reach a wider audience.

4.1. Use Relevant Keywords

Incorporate keywords into your pin titles, descriptions, and board names to improve searchability.

4.2. Write Detailed Descriptions

Provide informative descriptions that include keywords and encourage users to click through to your website.

4.3. Add Hashtags

Include relevant hashtags to categorise your content and increase discoverability.

4.4. Link to Your Website

Ensure your pins link back to relevant pages on your website to drive traffic.

Building and Engaging Your Audience

5.1Create Organised BoardsOrganise your pins into boards with clear themes and descriptive titles to help users find content they are interested in.
5.2Engage with Other UsersFollow relevant accounts, repin content, and engage with users to build relationships and increase your visibility.
5.3Join Group BoardsContribute to group boards in your niche to reach a larger audience.
5.4Encourage User-Generated ContentInvite followers to create content related to your brand, such as sharing their own pins or participating in contests.
5.5Promote Your Pinterest ProfileShare your Pinterest content on other social media platforms and include Pinterest widgets on your website.

Pinterest Advertising Strategies

Pinterest Ads allow you to promote your pins to reach a wider audience and achieve specific marketing objectives.

6.1Types of Pinterest Ads

Promoted Pins: Regular pins that you pay to appear in relevant search results and feeds. Promoted Carousels: Ads featuring multiple images that users can swipe through. Promoted Video Pins: Video content promoted to users. Promoted App Pins: Encourage users to install your app directly from Pinterest. Shopping Ads: Promote your products directly with up-to-date pricing and availability. Idea Pins (formerly Story Pins): Multi-page pins combining images, videos, and text.

6.2Setting Up Pinterest Ads

Use the Pinterest Ads Manager to create and manage your campaigns. Choose an Objective: Awareness, consideration (traffic or app installs), conversions, or catalog sales. Set Your Targeting: Define your audience based on demographics, interests, keywords, or create custom audiences. Set Your Budget and Schedule: Determine daily or lifetime budgets and the duration of your campaign. Select Pins to Promote: Choose existing pins or create new ones specifically for your campaign.

6.3Monitor and Optimise

Track your ad performance and adjust targeting, creatives, or bids to improve results.

Leveraging Pinterest Features

7.1. Rich Pins

Enable rich pins to include extra information directly on the pin, such as product details, recipes, or article information.

7.2. Pinterest Lens

Optimise your content for visual search by ensuring your images are clear and focused on the product or idea.

7.3. Pinterest Trends

Utilise the Pinterest Trends tool to identify popular search terms and tailor your content accordingly.

7.4. Idea Pins

Create multi-page content that tells a story or provides step-by-step instructions, keeping users engaged on the platform.

7.5. Pinterest Shopping

Set up your product catalog to enable shopping features, allowing users to purchase directly from your pins.

8. Measuring Success

Measuring Success with Pinterest Analytics

Pinterest Analytics provides insights into your profile's performance and audience behaviour.

8.1Accessing AnalyticsNavigate to your profile and click on "Analytics" in the top-left menu.
8.2Key MetricsImpressions: Number of times your pins were seen. Engagements: Total interactions, including saves, clicks, and close-ups. Outbound Clicks: Number of clicks to your website. Top Pins: Pins with the highest engagement. Audience Insights: Demographics and interests of your followers and engaged users.
8.3Analyse Content PerformanceIdentify which pins and boards perform best to inform your content strategy.
8.4Monitor Website TrafficUse Google Analytics to track traffic from Pinterest and assess conversion rates.
9. Best Practices

Best Practices for Pinterest Marketing

9.1Maintain a Consistent Posting ScheduleRegularly add new pins to keep your profile active and engage your audience.
9.2Optimise for MobileEnsure your pins look good on mobile devices, as a significant portion of Pinterest users access the platform via mobile.
9.3Stay Relevant and SeasonalAlign your content with seasonal trends and holidays to increase relevance.
9.4Use High-Quality ImagesInvest in professional photography or high-quality stock images to make your pins stand out.
9.5Engage with the CommunityInteract with other users by commenting on and saving their pins to build relationships.
10. Common Mistakes

Common Mistakes to Avoid

Inconsistent BrandingEnsure your pins and boards reflect a cohesive brand image.
Neglecting SEOFailing to optimise pin descriptions and board titles can reduce discoverability.
Over-Promotional ContentBalance promotional pins with value-driven content to keep users engaged.
Ignoring AnalyticsNot monitoring performance data can lead to missed opportunities for optimisation.
Low-Quality ImagesPoorly designed or low-resolution images can deter users from engaging with your content.
11. ConclusionConclusion

Pinterest offers a unique platform for businesses to reach users who are actively seeking inspiration and ready to make purchasing decisions. By setting up a professional business account, creating visually compelling and optimised content, leveraging Pinterest's features and advertising tools, and following best practices, you can effectively tap into this engaged audience. Remember to monitor your performance through analytics, stay adaptable to trends, and continuously refine your strategy to maximise your success on Pinterest.