Your Quick Guide to Marketing Success on Pinterest

How many Pinterest boards do you have? How many times have you mindlessly pinned to your “Need in my closet now!” or “Dream home inspiration” board?

It’s a great platform to browse around, to see what others are checking out, and to save content for later.

 

Let’s flip the script, though. Wouldn’t it be great to have others pinning your brand’s pins to their boards? Wouldn’t it be nice to have a large following on all your Pinterest boards?

Pinterest can be a wonderful marketing tool (and not just a place to look at pretty dinner-party plates).

2016 is set to be the The Year of Pinterest, so let’s start preparing now. The platform has huge growth potential and is finally being noticed for it.

If you like to keep up with current events then you may have noticed Pinterest making headlines recently. The site debuted a new Application Programming Interface Tool (API). One catch though: only certain people have access so far.

In the case of Pinterest, the API will allow brands to post pictures to the site through their social media management services, instead of using the Pinterest application. Only ten of these services can use the API — Ahalogy, Buffer, Curalate, Expion, Newscred, Percolate, Shoutlet, Spredfast, Sprinklr and Tailwind.

But let’s break down what an API actually is and whether this Pinterest Marketing Program partnership will actually matter to you.

Basically, an API is a way for programmers (engineers who make software) to communicate with a certain application (tools, games, social networks and other software that we use everyday).

Every time you want to access a set of data from an application you have to (ring, ring!) call the API. There is only a certain amount of data the application will let you access, though. This means you have to communicate to the operator in a very specific (and unique to the application) language.

Seems a little like needing to know the magic word is “Abracadabra!” in order to get into the cave of treasure.

The new Marketing Program’s partners could build tools that make posting more efficient and provide better information about what works and when. This could be helpful, but until then, there are many ways to personally market successfully on Pinterest.

With Pinterest being considered a Google rival (yes, really!) and attracting around 50 million active visitors, this is a social site that deserves some attention in your marketing strategy.

Google has taken notice of Pinterest’s assets, and so should you.

I’ve had my own experience with Pinterest marketing.

When I was trying to become a cosmopolitan woman, living in the heart of London and working for a bespoke bridal designer, I was tasked with managing the brand’s Pinterest page.

Working in the fashion industry, using the platform is essential – people like to shop on Pintrest. They find something they like and pin it, to check out later. Or they click ahead to the website through a pin to buy right away.

That fact is supported by Shareaholic’s January 2015 study of more than 300,000 websites. This study revealed that by December 2014, Pinterest users were bouncing from Pinterest to company websites at a rate almost seven times higher than they were in 2011.

5% of all traffic to the 300,000 websites came from Pinterest.

With statistics like that, creating sharable pins is more important than ever.

What I learned from navigating through the site and using SEO for Sabina Motasem’s pins was that: the more detail a pin has, the better it will perform.

But how do you know what kind of detail to include? And how should you really be using strategy on the platform?

A huge question that always seems to come up is: What should I really be doing with Pintrest?

We all know it exists, but how do we use the site to our business’s advantage?

There are some basic steps you can take and also some advanced tricks to apply.

Here is The Quick Pinterest Marketing Guide to Success:

By using this resource as a guide, you can learn how to build a following, optimize your pins and boards, measure the return on your activities and promote your pins.

The basics:

  • Start with creating a board, then pin to that board daily. The more pins you put up then the more people have a chance to see them and your board. Hopefully, from there you will build an audience of individuals following your board.
  • Make sure you feature your business name on your profile for maximum exposure. Use your business name as your username, or change your profile name to your business name after your profile is set up.
  • Connect your account with your Facebook and Twitter accounts.
  • Create a board that tells the story of your company and communicates your core values. Make this board available to people as part of your sales process.
  • Choose colorful and pretty pictures. Investing a great camera can make all the difference.
  • Place products in a setting or show them in use.
  • If you want to share non-visual content, use fonts, colors, and graphics to make it stand out. Being visual is a huge part of Pinterest so go for it any way that you can.
  • Try using infographics for text-based pins.

This pin is text-based but the use of an image behind the text and the use of color make it stand out.

Here’s a bookshelf from Target that is shown in a setting AND show in use. This makes it easier to visualize the product in your own home and using it for your own needs.

Here is a pin that utilizes the infographic. The best infographics have a nice mix of images and text, and are easy to embed on other sites.

Okay, but how do you optimize your board and pins?

It’s not as difficult as you might think.

 

Elements of a popular pin:

Curalate, a startup that helps companies post better images to Pinterest and Instagram, examined over 500,000 images on Pinterest, looking at 30 different visual characteristics like textures, colors, and subject matter.

The analysis can be found here, where it breaks down with “the perfect image” (according to science).

Paula Deen photo

This is an image from Paula Deen. It is just a simple summer salad.

What makes it special?

It has been repinned 307,000 times.

What makes the photo great?

It encompasses all eight of Curalate’s suggestions for creating a popular Pinterest image.

Let’s look at five of the best practices to get the most repins:

  1. Use multiple, dominant colors. Images with multiple, dominant colors receive more than 3 times the repins per image than those with a single dominant color.
  2. Avoid human faces. Among images shared by brands, those without human faces are repinned 23 percent more often.
  3. Go with a spare background. Images made up of less than 30 percent background are repinned the most. Repins drop off by 4 times for images composed of 40 percent or more background.
  4. Choose red, orange, and brown instead of blue. These three colors outperform blue nearly 2:1 in repins.
  5. Maintain moderate light and color. Very light and very dark images are not repinned as often. The same is true for saturation. Images that are 50 percent saturated have four times more repins than images that are 100 percent saturated and 10 times more repins than images that are totally desaturated.

Bonus tip: Taller images get pinned more! So try to go vertical whenever you can.

For optimizing:

To rank higher in Boards search results for specific keywords, place them as close to the beginning of your title as possible.

To increase the chances of showing up in Pins search results, include the keywords you want to be found for as early as possible in the description of your pin.

To find out which words people are using when they search for something on Pinterest, all you have to do is type words related to your industry in the search box and popular suggestions automatically pop up.

For example: When I type in the word marketing, autosuggestions like marketing ideas and marketing strategy pop up.

Keep your keyword descriptions short and simple to show up in relevant search results.

Using Pintrest’s available tools:

How do you find content to repin?

It’s actually a crucial strategy for Pinterest success.

Try following Interests on Pinterest.

Not many people are aware of Interests (which gives businesses exploring this tactic an advantage).

While pins in the feed from interest groups are a great additional source of repinnable content, there are many other benefits to incorporating Interests into your Pinterest strategy:

  • Increase visibility. If you use the proper keywords in your pins’ descriptions, they could become part of multiple interest groups. Your content will be seen by more users who are likely to follow you.
  • Discover new people to follow. The profile images shown on an interest page constantly change. Click on, research and follow other interest followers to discover a great up-and-coming resource or connect with a new potential client who’s followed an interest related to your business.

Take advantage of rich pins:

Pins for movies, recipes, articles, products, and places have the option of additional information. For instance, pins of products can show pricing, availability, and where to buy.

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In conclusion:

You probably have a Twitter and Facebook marketing strategy. As of this year, you could be reaching more people on Pintrest instead, however.

A Pew Research study compared social media usage in 2012 and 2013 to see how five of the top social networks have grown. Facebook remains the most popular social network. But Pinterest took the largest leap.

More than one-fifth of U.S. adults use Pinterest—a greater number than Twitter or Instagram, and a 6 percent jump from a 2014.

There are a number of benefits to using Pinterest and by using this guide you can create a marketing strategy that will help your company.

Remember:

 

  • Start with creating a board, then pin to that board daily. The more pins you put up then the more people have a chance to see them and your board. Hopefully, from there you will build an audience of individuals following your board.
  • Make sure you feature your business name on your profile for maximum exposure. Use your business name as your username, or change your profile name to your business name after your profile is set up.
  • Connect your account with your Facebook and Twitter accounts.
  • Create a board that tells the story of your company and communicates your core values. Make this board available to people as part of your sales process.
  • Use multiple, dominant colors.
  • Avoid human faces.
  • Go with a sparse background.
  • Choose red, orange, and brown instead of blue.
  • Use light and color the right way.
  • Increase visibility. If you use the proper keywords in your pins’ descriptions, they could become part of multiple interest groups. Your content will be seen by more users who are likely to follow you.
  • Discover new people to follow. The profile images shown on an interest page constantly change. Click on, research and follow other interest followers to discover a great up-and-coming resource or connect with a new potential client who’s followed an interest related to your business.

If 2016 does become the The Year of Pinterest, then you’re ready.

Do you know of a company with an amazing Pinterest strategy?

Or want to share your thoughts on Pinterest’s API news?

Comment below and let us know your thoughts!

 

 

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