So, you want to do your marketing through Pinterest? That is a fantastic decision!
Many expert social media managers believe Pinterest is often the absolute best advertising outlet. Businesses often in fact spend outrageous sums of money to purchase the marketing services expert Pinterest users provide. I know of one woman who successfully charges up to $3000 for her Pinterest services (which, honestly, are little more than others provide; people choose to pay her this much because she has built quite a lot of notoriety), and multiple marketers who range around $400.
Of course it is potentially far cheaper for you to do this yourself. It can also be far more time consuming, and even frustrating, if you haven't spent hours researching Pinterest strategy.
Why Choose Pinterest?
Yes, Facebook is enormous, surpassing 1.6 Billion registered users some months ago. Pinterest isn't even the second, third or fourth largest social media entity.
The way Pinterest works is really quite unique, and extremely effective! Unlike the others, where your posts may have large short term results but fade away quickly, Pinterest Pins don't disappear or get deleted. They remain active forever; the limitations extend to your viewers' desire to save and share the Pinterest Pins themselves.
I've personally created many Pins that have been saved to hundreds of separate accounts on Pinterest, a few even thousands. Some of the oldest continue to be saved and re-saved months after I created them.
In this way, the marketing is done only initially by me. After that, other Pinterest users do my marketing for me, and I don't have to pay them a cent!
Pinterest Strategy & Creation, from the Beginning
Isn't this exiting? I'm exited writing about it! Can you even imagine the immense possibilities, all of the incredible places Pinterest can take you? Below, I'm going to try to describe exactly how I build, optimize and market my clients' accounts- from beginning to end!
Step 1: Pinterest Business Account
Whether for business or personal entertainment, the very first thing I always do to every single one of my clients' Pinterest accounts is- convert them to Pinterest Business accounts (if not done already). There are many additions down the line that can only be made with a business account, and it is (for now) a free upgrade.
I personally see no reason not to take advantage of Pinterest's business service. If you're still unsure- consider this: time and time again, I've watched new social media services at first offered for free, but soon require payment. This in itself is a marketing technique, and a very good one indeed!
So please- take advantage of this while it's free, because Pinterest is growing quickly! That probably won't last.
Step 2: Perfecting Your Pinterest Profile
Take pride in building a neat, clean and well organized account!
Pinterest, a little bit like Google, runs off of ‘search engine’ algorithms. In other words, it’s important to use keywords or phrases relating to your theme/services that people are likely to search for. This also gives people the gist of what you offer. Below is a few examples of good Pinterest business account names.
- Good Dog Story | Marketing & Branding + Social Media
- Melyssa Griffin | Entrepreneur + Blogging Tips
- Restyle Junkie | Kitchen + Bath Remodel
These contain searchable keywords to help other Pinterest users find your account. The majority of Pinterest users list their names only, which offer no searchable keywords and will be almost impossible to find for anyone that doesn't know the user personally.
Pinterest Profile Description
Profile descriptions are yet another area that, if used correctly, will be both appealing and help other Pinterest users locate each other. This is also another area the vast majority of Pinterest users neglect.
'I help online hustlers build their dream businesses and blogs through actionable advice. Get access to my FREE library of resources! >> http://bit.ly/signup-tnc'
Melyssa not only presents an attractive, provocative description of what she can offer here, she includes searchable and relatable keywords. She also includes a 'Call to Action' at the end, offering free resources for viewers who visit her site!
Call to Action and Email Marketing
Many times, these 'free resources' require e-mail registration (a very nice marketing strategy). Once registered, Melyssa can market whatever she wishes to other user's e-mail accounts.
Advice: Don't abuse e-mail accounts by spamming offers; that won't get you anything but viewers to 'unsubscribe'.
Pinterest Rich Pins!
To the right, you see a 'Rich Pin'. Notice all of the added information?
Don't neglect this step! Rich Pins can make or break the success of your pin. All of the added information may not seem important, but this all in-fact contributes to your pin's ranking.
How in the world does that matter, do you ask? Well, first of all- Pinterest works with mathematical search engine like algorithms, similar to Google (many would call Pinterest a 'Visual Search Engine). Even though much of this is visually based, keywords are still extremely important!
You can set up Rich Pins by following the Pinterest tutorial provided here! These require a Pinterest Business account however, which I linked to above.
Consider these two pins. They are the exact same, about the exact same topic, but both can't show up at the same place. Which one do you think will be more successful?
Step 3: Board Names and Descriptions
April of 'Sacred Roots' specializes in landscaping, and, well, plants. I have honestly never met anyone so passionate and knowledgeable about things that grow! If you have any question at all, this is without a doubt the woman you want to speak to. You can contact her here.
Ignore the graphic above for now. Most users I work with have created a bunch of random boards spanning many different topics, naming them something no other Pinterest user on earth is likely to search for (ex. Cool Videos I like), or something very basic (ex. Food, Deserts, or even Yummies).
What you should try to do (check out the graphic now) is try to name your boards after searchable phrases people are likely to type in their search bars. Can you see how I've taken the general topic 'Gardening', and broke it down into several sub-groups?
Target Market and Niche
Every single board on this user's account relates to home improvement. I realize you can't see the first few board names, but I promise they relate to 'Home Improvement' (I designed them).
Rachel of 'Restyle Junkie' specializes in cabinetry renovation, and her business has become wildly popular. To say she is an expert in her field would be a gross understatement! If you're into interior decorating, check her out here.
If you are creating a Pinterest account for the purposes of marketing your business, try to keep the first several boards on your account related to your target market and business. For example, if you specialize in fashion or interior decorating, the very first few Pinterest boards people see should be related to fashion or interior decorating, not 'DIY Arts and Crafts for Kids'.
Unless, of course, you would rather attract viewers interested in arts and crafts for kids.
Pinterest Board Cover Images
As you can see from the three images above, all of my boards follow a general color and image theme. For skin care I've added attractive and appealing photos of skin. April's account above (gardening) presents a lot of earthy, deep greens. Rachel's 'Restyle Junkie' (and admittedly my favorite) takes full advantage of window lighting and pristine whites, to create a very beautiful, clean and organized appearance!
Don't bounce around from one random image to another, one random color to the next (a mistake I see users do all of the time). Everything I do is well organized; I do the absolute best job I possibly can to support the user's main idea and Brand.
Pinterest Group Boards
Group boards on Pinterest will be one of your absolute biggest growth- driving tools! Don't neglect or avoid group boards.
The way they work-
Say you have 200 or so Pinterest followers. When you post a pin to your account, your followers have the potential to see it (as long as it doesn't get buried in their feeds), and may or may not choose to re-pin it. In this way, your 'reach' is a bit limited.
Many group boards, however, existed since the early days of Pinterest- and have tens if not hundreds of thousands of followers! No kidding- I have seen a few with over a million!
When you pin to these, all of those followers and other members have the potential to see your pins. Most of them won't, but the potential for far more Pinterest users to re-pin your material is much higher.
Pingroupie is a wonderful source to look up Pinterest boards! They list everything from followers to a group's re-pin rate; definitely check them out!
Tip: don't just consider the amount of followers a group has when applying; look at their 're-pin rates' as well. If a board has five thousand followers and twenty members, it still won't help you much if almost no one ever re-pins anything.
Strategy: My niche falls within marketing, mainly blogging. I no longer bother with Pingroupie, but rather simply look at some of the larger (known to be reputable) accounts in my market. Knowing they almost always couldn't become as successful as they have without joining Pinterest group boards, I simply examine the boards they have chosen to become a member of.
This works for me because I know what to watch out for; it may or may not work for everyone. I would suggest both approaches when starting out.
When Should You Pin on Pinterest?
When should you pin on Pinterest, and what time will the most users be on? This depends.
There is of course a general agreed upon time period- most often between 2 - 4 and 8 - 11 p.m. That is the agreed upon general census, but let's think a little 'outside the box' (you want to excel, right?) Here is a very simple ideology, but also a bit advanced; not a whole lot of Pinterest users consider this-
When is YOUR ideal viewer online? Are you trying to attract the attention of stay- at- home mothers with children? Or are you building a Pinterest other kids your age would like? Or are you creating a professional account that would appeal to the avg. workaholic businessman? I promise- the times of day these groups of people will be using the internet will differ greatly!
- Also, though the male population using Pinterest is quickly rising, this particular social media is still dominated by females. You might want to consider that.
Simply put- cater toward your Target Market, not simply everyone in general.
That graph was created by BoardBooster, one of six Pinterest automation programs I can know of, one of three I use, and the only one I would recommend ought-right! BoardBooster is not the most advanced program, and doesn't offer the most impressive metrics - but they do offer extremely useful capabilities none of the others do. All six (well, five; one is useless) programs are beneficial, but this is the one I attribute most of my growth to.
If you're interested, I cover all of them in depth here!
Anyway, back to the metrics. If you look closely, the avg. holds true for my viewers; most of my pins are saved around 2-3 p.m. Except on Saturday!
I automate all of my pins, about 25 pins daily (this is one of those slightly advanced strategies; don't automate your pins until you know the program you're working with well); I spend very little time searching and pinning things manually. Yet my estimated Pinterest reach is in the hundreds of thousands (one nifty metric Pinterest offers their business users). My pins post to about 15 group boards over the course of a day, along with some of my own; I'm positive that huge statistic is coming from one of those group boards in particular.
Why is this Pinterest board doing so much better than the others? Why is the re-pin rate so much higher? It's due to the overall type of user on this board, and their particular interests.
The ultimate success... or supreme failure of your Pinterest pins often comes down to visual appeal. After all, Pinterest is a Visual Book of Ideas! That being said, take pride in the images you post; use something attractive and high resolution.
Not sure where to find great quality photos? Most people resort to Google Images; don't do that. Unless you select 'Labeled for Reuse' under 'Search Tools' - 'Usage Rights', you are probably using something copyright protected-which is, believe it or not, stealing. Many of these images carry ingrained meta- information which can be traced to you; the owner of said photo has the legal right to pursue the matter if they wish.
Don't worry! There are countless sites that offer free, high quality/ high resolution stock photos! My absolute favorite is Pixabay!
Many sites out there will claim 'free photos', but will then require payment; 'free' is simply a gimmick to draw in visitors. No need to fret; I've collected many other sources that really do offer free photos (unless something has changed since I've written this):
That should be more than enough to keep you busy for hours and days! Oh, wait, is it transperant PNG's your after? Try PNG Img!
Nah; I bet you're a true go- getter! You want to take things one step further, to truly impress! In that case, my friend, I've (or rather they've) got the mock-ups for you!
Why stop there; we're on such a roll! Top it all off with some free fonts from Da Font! If you use WordPress, there is certainly a free Plugin that integrates whichever font you choose; I believe it's simply called 'Fonts'.