Learn a simple four-step process for promoting your business on Pinterest.
Pinterest can be a goldmine of opportunity for businesses looking to attract new customers and influence their product-buying decisions. Its users are highly engaged and actively seeking to discover a variety of new products in any category that enhances their quality of life.
Browse their business site’s “success stories” section, and you’ll find testimonials from 86 companies raving about their success on Pinterest. Dunkin’ Donuts, Four Seasons, Ziploc, and Stainmaster Carpet are among their biggest fans.
One of the reason brands do so well on Pinterest is because most pinners are in the “consideration stage” of the buyer’s journey.
87% of Pinterest users have purchased a product because of Pinterest, and 72% use the channel to make decisions about what to buy offline. This makes Pinterest an excellent source for attracting new customers and driving traffic to your website.
In this article, you’ll learn 4 steps for getting started on Pinterest and discover how to improve your growth over time.
Step 1: Get to Know Pinterest
Begin by signing up for a Pinterest business account.
Once you’ve created your account, browse Pinterest boards for trending keywords and topics related to your industry. If you have competitors on Pinterest, find out what type of content they use to attract and engage their followers.
Next, take a few minutes to watch this insightful series of short videos that show you how approach targeting on Pinterest by:
Finally, take advantage of the ideas and inspiration Pinterest offers to generate ideas on how to approach your Pinterest marketing strategy.
Pinterest offers a variety of useful information to help you gain inspiration and skills for your own strategy on the platform.
Step 2: Create Some Boards
Pinterest boards are like virtual bulletin boards. You can organize, arrange, and present them in a variety of ways.
For example, let’s imagine you have a fitness app you’d like to promote. You’ll avoid posting self-promotional pins because, as you learned in step one, they don’t fit the personality of Pinterest.
Instead, brainstorm ways you can help potential customers. You might offer healthy recipes, create a mini-series of exercise videos, or craft a top-ten reading list that will attract potential customers. With that in mind, you might start with three boards:
Within each of those boards, you’ll pin your created content.
Spend some time pinning and sharing. Find brands to follow and get engaged from a customer’s perspective.
Before you move on to the next step, add the “Save It” button to your website so your visitors can share your site’s content to their Pinterest boards. Adding the button to your website also grants you access to Pinterest analytics, so you can learn more about your audience.
Step 3: Create Compelling Content for Each Step of the Pinners’ Journey
The most successful pins are beautiful, interesting, and actionable.
To get started, watch Pinterest’s free 30-minute webinar “Creative Strategies for Pinterest.” It’s packed with tips and ideas to help you create campaigns that align with your business goals. The fast-paced webinar also offers detailed information on how to create topics and graphics that inspire pinners to want to learn more about your brand.
- What type of content compels pinners to engage with your brand
- Best practices for thumbnail and pin designs (including social media image size guidelines)
- Tips on how to make your pins stand out
- What type of marketing support and tools are available for businesses
Once you’ve completed the webinar, you’re ready to begin creating content for all 3 stages of the viewer’s journey.
The pinner’s journey begins with the Pinterest search engine at the top of the page. Users type a topic of interest into the search bar. In the example below, the user has run a search on the topic “lasagna.”
Notice how Prego makes their pin stand out in search results with beautiful imagery and simple but actionable text.
When the pinner clicks on a thumbnail, they’re taken to the full-page version of the pin.
Notice how Prego follows through with attractive text and step-by-step instructions on their full-page pin.
If the pinner likes what she sees, she’ll click on your pin once more to open your external link in a new tab or window. This link should take users to a page on your site that expands on the full-page pin.
Here’s how Prego delivers a landing page that keeps readers’ attention.
If the pinner enjoys your content and wants to save it for future use, she’ll return to Pinterest and re-pin it to her own board. When she does that, your pin’s thumbnail shows up in the general feed, visible to all of the people following her.
Her followers hopefully notice your pin and re-pin it to their own boards, which publishes it again into their feeds. This is one way that brands get noticed and build a larger audience on Pinterest.
Step 4: Promote Your Highest-Performing Pins
Promoted pins are the first step toward formally marketing your brand on Pinterest. When you promote a pin, you’re paying to make it get seen more often.
To promote a pin, just click on the red “Promote” button that’s visible on any of your pins when you’re logged into your business account. It takes less than 10 seconds to setup.
Pinterest says that businesses typically see a 100% increase in their web traffic within a week of their first promoted pin campaign.
Spot Color Art is one company that increased their sales even more. They enjoyed a whopping 200% sales increase after starting promoted pins.
Promoted pins allow you to get your best pins in front of an even larger audience.
Now that you know how to start promoting your brand on Pinterest, you’re ready to experiment and discover ways to reach potential customers.
Once you try the basics outlined in this article, then you can create targeted goals and work at increasing your growth over time.
Pinterest offers a variety of training, tools, and marketing options to help businesses succeed on their platform.
These offerings include training through free webinars, success stories for inspiration, and tools such as Pinterest Analytics, the “Save” button, and more.
Whether your goal is to build your brand, boost your website traffic, or drive actions and sales, Pinterest is an excellent social media channel to consider.
Many brands have stumbled on surprisingly profitable results by approaching the platform with the intent to help and serve their target audience.