Source: Pexels by Brett Jordan
PINTEREST MARKETING STRATEGIES
Many e-commerce brands have heard about Pinterest, but choose to focus on social media platforms like Facebook, Instagram, and TikTok because they do not know how to utilise Pinterest to grow their business.
Pinterest is not just a social media platform; it is a search engine that allows its users to discover information using images and videos which are called pins and can be saved on their boards. The platform, which was launched in 2010, has about 431 million active users and is the third largest search engine. This provides competitive leverage for e-commerce brands because of 3 main reasons:
- Ease of building traffic
- Active leads that convert
- Strong visual platform
The strong visuals on the platform make it essential for e-commerce brands because it is heavily invested in aesthetics. On Pinterest, it is easy to build direct traffic to a website and I believe that’s where you want your prospects to be. This is because the pins allow links to be embedded, where you can fit in your website information. Also, the visitors you get from your Pinterest page already know what your service or product offers, are so they are more likely to engage with your content and this is the kind of conversion your business needs.
Pinterest is a powerful tool for marketing, especially for e-commerce brands, and yet a lot of people do not understand how to use Pinterest to grow their business. This article will help us understand the marketing strategies you need to grow your business on Pinterest. The strategies are outlined below:
Identify your brand goals: To identify your goals, you need a social media plan for targeting your audience and preparing an effective strategy that fosters engagement and conversion. Mapping your plans also helps you to track the metrics of your business.
Create a business account: To be able to link your website to Pinterest, you need to create a business account. Creating a Pinterest business account is free and allows you to verify your website, see analytics to track your growth, and measure ROI, unlike a personal account, in which you can’t monetise because these features are not provided. Remember that your business account should contain a clear description of what you do.
Design your pins: Since the majority of users browse Pinterest on their phones, ideally, your pins should be in vertical formats that fit mobile phones. There are different kinds of pins and they should be pinned on the appropriate boards which are relevant to your niche for easy optimisation. Boards are essentially folders for storing pins on the network – effective boards should be detailed.
Keep yourself updated with trends and changes: as with every other platform, Pinterest is always tweaking its interface and features for the best user experience, so it will be handy to learn what works and utilise this.
Be consistent with your content: The content you create is relevant to your target audience and so you should be consistent with your content. But, creating content is hard, and creating content consistently is harder. So, you might need a social media consultant to help you maintain your presence online. Or, you can also use the schedule fetaure on the Pinterest platform to schedule your posts ahead of time and save yourself some hours. The aim here is to be regular with publishing content.
Use Keyword research: Since Pinterest is a search engine, it is advisable to create content based on what your clients are looking for – the Pinterest algorithm optimises your content to meet your ideal clients.
Before you start using these strategies, make sure to identify whether Pinterest might be a good fit for your niche or not. You wouldn’t want to use these strategies and not get results. So, to do this, go to the search bar on Pinterest and type in your product or service offering. If many profiles with large following pop up in the search results, then you should certainly use these marketing strategies for your business, but if not you should probably reconsider. Believe me, if the platform favors your niche, there’ll be competition and you won’t be the only business trying to build a marketing strategy on Pinterest.