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Pinterest Marketing Guide - How To Use Pinterest For Business

Image based sites like Pinterest and Instagram have become a powerful tool for businesses that want to increase traffic to their sites and build their brand. And one of the best things about utilizing a site like Pinterest as a marketing tool is that it is simple enough for anyone to use. Both small businesses and large corporations have taken advantage of the site’s visual appeal and ability to hold large amounts of content to spread awareness of their product. Once you get the hang of how the site works and familiarize yourself with how it’s organized, it’s important to determine whether or not your brand will fit in with the Pinterest scene.

How to use pinterest for business

Pinterest Marketing Strategy

Before developing a marketing strategy for Pinterest, it’s a good idea to ask yourself a few questions:

  • Are your company’s customers likely to use Pinterest? If the answer is yes, then determine exactly who your targeted audience is. What do they use Pinterest for?
  • Is Pinterest a good fit for your brand? Remember that Pinterest is an image based, so if you can regularly create dynamic visual content for your page, then the site will be a very valuable tool. Product shots, videos, and even graphs and infographics can all be great content for your Pinteres
  • Take a look at how other businesses like yours are using Pinterest. Are they connecting with their audience? How are they using visual tools? Be aware of their strategies, and then come up with some creative ways to make your own.
  • What do successful posts on Pinterest have in common? How can you integrate their characteristics into your own marketing strategy?

How to Use Pinterest for Business

When you first begin developing your Pinterest marketing strategy, it can be easy to get caught up in the details and overlook whether or not using the site is helping you reach your marketing goals and serving the greater good of the company. Take a moment to look objectively at your plan as a whole. Are your pins attracting buyers or clients? Are your pins leading directly to your product, site, or service? Are your customers enjoying the content you’re presenting?

Advertising on Pinterest

By finding the community that your business or service fits into, you can begin leading new buyers and clients to your product or website through curated pins. Current customers can also stay engaged through regularly updated content. Advertising on Pinterest is a valuable part of a marketing strategy for a business selling products because about 90% of the site’s users are using the site to plan a purchase. Another 87% of Pinterest users have already made a purchase because of either saving or seeing a pin.

Pinterest Advertising

Some things to keep in mind when advertising your product or service:

  • Are your boards relevant? Titles and descriptions of boards, as well as the captions on your pins, act as tools that organize your content. They are the keywords that determine how and where users will find pinned content. Be sure titles, descriptions, and captions are relevant to the content they are directing users to.
  • Are your pins visually appealing? Looks are everything on Pinterest. Studies have shown that simple backgrounds, vivid colors, good lighting, vertical orientation, and a focus on objects rather than faces in images are the most pinned. Always be sure to use images that look clear, crisp, and professional, and that directly relate to your content.
  • Are you posting the right kind of content? You want to first engage your audience with visual and engaging pinnable content that will lead them to a website or product. Remember that Pinterest users are looking for information, and are likely to be turned off by an immediate request for an email address or otherwise spammy post. There’s also a good chance they may never even click on a pin’s content. Pay attention to the traffic you get on your Pinterest, and which pins get the most likes or repins. Remember, it’s always a good idea to include prices on pins of your products to give customers the info they’re looking for right off the bat.
  • Are you keeping timing and variety in mind when posting? On Pinterest, it’s perfectly acceptable to reuse content, just be aware of the timing of your posts. It’s always a good strategy to use a variety of images and to post with creativity in mind. If you repost content, try using a different image that is still relevant. The last thing followers want to see is the same image being used over and over.

Pinterest Ads

Now that Pinterest ads are available to both small and medium sized businesses, it’s easier to take advantage of the 100 million plus users that are browsing the site on a monthly basis. Pinterest ads, or Promoted Pins, are pins that are promoted to a bigger audience. Pinterest has made it simple for businesses to set up or convert an existing account to a business one, pick the pin or pins you want promoted, decide what audience you want by selecting a type of campaign (awareness, engagement, or traffic), and then track the results. You pick how long you want the ad to run, the name of your campaign, and how much you want to spend.

How do you decide which pins to promote? Take a look at pins from the last month using filters on the site. See which ones have garnered the most “likes” and repins. This will point you in the direction of content that has already been the most successful for your business. Take advantage of that traffic with promoted pins by leading them to pages on your website that are most relevant to the promoted pin. You can also target certain audiences for promoted pins by selecting interests and keywords. Pinterest will even suggest keywords for your promoted pins. You can also choose to share the pin with people who have visited your site in the past, current customers or clients, Pinterest users who have liked or repinned your posts in the past, or an audience that has the most characteristics in common to those who have already engaged with your pins. You can also choose to share promoted pins based on location, gender, language, and even by the type of device they use to browse the site.

Advertisement on Pinterest

Pinterest Advertising Cost

Pinterest allows businesses to tailor their advertising budgets to fit their needs. Choose how long you want promoted pins to run and the maximum cost per click (CPC). The site allows business owners to enter the maximum they want to spend on each action with an auction model. You will know if the bid you put in is too low, or in the right range for others in your industry who are also advertising on Pinterest. This model is a great way to stay within your budget, and even sometimes pay less than what you expected (the maximum amount for an action is never paid unless another advertiser outbids you). It’s always a good idea to track the progress of your promoted pins to see what is working, and what isn’t, and then tweak your approach to maximize results. Pinterest lets advertisers track the number of page visits, repins, sign ups, and even purchases made through promoted pins. Simply set up conversion tracking and add the Pinterest generated code to your site.

Making the most of your Pinterest ad budget means choosing the pins that show the best content and that generate the most traffic. Pinterest gives first time advertisers a heads up on how to do this by offering a guide to advertising standards. Following these practices ensures that businesses, customers, and Pinterest get the most out of promoted pins.

Pinterest Marketing for Ecommerce

Pinterest for Ecommerce

Any type of social networking site will provide an ecommerce business valuable opportunities to connect with their customers, get to know them better, and establish strong relationships with their audience. Pinterest is no exception. The site can be one of the most beneficial social media platform for an ecommerce business, especially those whose audiences already fit the demographic of Pinterest users (80% female and looking to make a purchase). The site has almost 75 million users and comes in at third place among social media sites that generate traffic. Every day, an increasing number of buyers are turning to Pinterest to find the products that they need. An ecommerce business can take advantage of this by generating sales while continuing to connect with buyers and develop a strong brand.

Before using Pinterest for your ecommerce business, it’s a good idea to:

  • Engage with your target audience. Put yourself in their shoes and create dynamic, pinnable posts. The same goes for potential buyers.
  • Increase the visual appeal of your products. Find out what the most successful pins have in common, and apply those strategies to your own posts. Familiarize your followers with your products with clear, professional images and engaging content.
  • Always get feedback from your buyers and followers. It’s a good idea to know what they like about your pins, and what they dislike so you can tailor content to better match their tastes.
  • Improve traffic with the tools available to businesses and advertisers on Pinterest.
  • Encourage your buyers to pin. Add a Pin button to all the images and products on your site so they can instantly connect. Encourage them to follow your company or store on Pinterest. Regularly holding competitions or offering special deals or discounts on Pinterest can also be a great tool to encourage customers to use the site.
  • Create “Rich Pins”. Product pins that include a price have been proven to generate more likes and repins. Simply add a price into the product description itself, or use Rich Pins to automatically enter price and details from your store into your post.
  • Attract more followers and stay engaged. Follow other Pinterest accounts of stores that sell similar products, and engage with their followers by responding to questions or commenting. Anytime one of your pins gets a like or repin, engage with that follower by sending them a thank you. Promotions and giveaways are also great for attracting more followers.
  • Be smart about the content you choose. This where you can get creative. Post images that complement your products to keep users engaged. These could be images of celebrities, events, holidays, or other related content. You can even pin images from other users (just don’t use your competitor’s images).
  • Keeps boards and pins organized and relevant. You can create boards for your products and curated content that relates to your store. There are so many ways to do this. Just be sure to keep things orderly and easy for users to explore.

Pinterest Marketing Agency

Any type of social networking site will provide an ecommerce business valuable opportunities to connect with their customers, get to know them better, and establish strong relationships with their audience. Pinterest is no exception. The site can be one of the most beneficial social media platform for an ecommerce business, especially those whose audiences already fit the demographic of Pinterest users (80% female and looking to make a purchase). The site has almost 75 million users and comes in at third place among social media sites that generate traffic. Every day, an increasing number of buyers are turning to Pinterest to find the products that they need. An ecommerce business can take advantage of this by generating sales while continuing to connect with buyers and develop a strong brand.

If you need help with pinterest marketing give us a call at 1-800-932-5421 or send us an email.