Trying to get the bang for your buck out of Pinterest? Use these 11 strategies to get the marketing results you want.
1. Tag, you're it. It's
not enough to simply pin your own images and hope others will repin.
You must also actively engage with others by repinning content. A good
way to gain new followers is to tag the original pinner in the
description section. All you have to do is add the @ symbol in front of
their name and they'll know you mentioned them. Let's face it, it's
flattering to know that our pins are being used by others, and adding
the small touch of specifically referencing the pinner is a great way to
gain a loyal following on Pinterest.
2. Put a price on it. Pinterest
users aren't just on the site to find inspiration--they're also there
to shop. If you're selling a product, or even repinning products that
are relevant to your business, be sure to include a price tag on the
image because these pins get 36 percent more likes than those without
price tags. So even if you're not selling your own products, think of
creative ways to incorporate products with keywords that pinners will
search for. If you're a designer, create a mood board; if you offer
styling services, pin seasonal looks from online retailers. Think
outside the box to maximize likes and repins through product pinning.
3. Search simply. Pinterest
search analytics are far less complicated than those of Google and
other web search engines. When uploading original content, be sure to
use strong keywords as part of the image's file name. So rather than
keeping the camera's generic "IMG_4289," customize it to reflect what
you are trying to sell, like "round_brilliant_cut_engagement_ring.jpg."
Even if you're promoting a concept rather than a product, you can still
use this SEO technique to your benefit.
4. Get verified. Show
pinners that you're a trustworthy source by verifying your business.
It's a very simple process on Pinterest's website that simply confirms
your website. Not only can users see that you are verified, it also
gives you access to Pinterest's analytics, which can give you a lot of
insight on what you're doing right and ways you may need to improve.
5. Speaking of analytics ... check
out Pinterest's "Web Analytics Walkthrough" video, which shows you how
to measure your metrics and conversions. You'll be able to tell how many
pinners visited your website from your Pinterest page, how popular your
pins are, and what's being repinned from your website. Knowledge is
power; make sure you have the most information possible about what's
going on on your Pinterest page
and external website.
6. Focus groups. Checking
out pinners who follow your business can give you a lot of valuable
information about your target consumers. By following these pinners and
evaluating what else they're pinning, liking and commenting on, you can
glean detailed trends about your audience.
7. Visually market your content. Even
if you're not selling a physical product, Pinterest can help market
your brand. Pin industry infographics, charts, slides or other visual
elements. Also be sure to use photos on your blog or website so that
people visiting can pin those images as well.
8. Provide useful information. This
is another great tip for content-oriented businesses: Pin ideas or
products that would be useful to your target audience. Have you read a
good business book recently? Pin it. Do you know of a helpful YouTube
video on public speaking? Pin it. Be a resource to your constituents by
providing useful, relevant information and ideas.
9. Guess what this next tip is? Start
a conversation in the comments section by adding a question to your
pin's description. It could be as simple as, "Guess what this is?" or an
open-ended question about your business like, "Tell us what you think
about . . . " By giving pinners an opportunity to comment, you're far
more likely to create an engaging environment. And while I'm on the
subject, remember your manners and comment back. The goal here is to be a
hub of interaction for pinners and potential clients.
10. Board focus. Create
boards on whatever topics are relevant to your business or brand, and
start pinning images. Lowe's, for example, has boards such as "Helpful
Hints," "Patio Paradise" and "Curb Appeal." Seasonal boards are also a
good idea, and be sure to more actively populate the current time of
year.
11. For analytics junkies. If Pinterest's
business analytics just aren't enough for you, there are a number of
programs for businesses that allow you to track pins in real-time,
analyze your followers or even help you upload and schedule your pins in
advance. Here are a few online resources for those who really want to
catapult their "pinfluence":
