Does Pinterest tend to evoke images of home decoration, recipes, bucolic weddings and travel to far-away places for you? Well, that's just the tip of the iceberg. There is so much more to Pinterest than meets the eye. Especially for business. ANY type of business. Are you using Pinterest yet to drive targeted and longterm traffic to your website? To grow your mailing list? Want to get started? Learn how to create a Pinterest page that converts!
What you need to know about Pinterest
Before we dive in, it is important to understand what distinguishes Pinterest from other social media channels. For a start, Pinterest is NOT a social network. It’s a visual search engine, designed for discovery. People are not there to connect with others. They are actively looking for ideas or solutions over a very wide range of subjects.
You can tap into this by anticipating the ideas and solutions your potential customers are looking for. Attract them by creating and publishing content on Pinterest that serves them the ideas and solutions they crave, either organically or through paid advertising.
This brings us to another major difference and advantage Pinterest marketing has compared to other platforms. Did you know that after running a paid advertising campaign on Pinterest, the pin(s) you promoted during that campaign will stay on Pinterest and continue to drive traffic organically?
In addition, organic pins have an extremely long life-span. Several pins that I produced over a year ago continue to pop up in Pinterest feeds and generate traffic.
How does Pinterest work?
Think of Pinterest as a bookmarking tool that people use to plan their lives. People typically save - or “pin” in Pinterest jargon - images they find on the web or on Pinterest itself to different boards (collections of images around a specific topic). The pictures are clickable and link back to a webpage where further information about the image topic can be found.
The content saved by users is distributed to a wider audience by the Pinterest algorithm in people’s home feed and search results. As a business, your aim is to make your content inspirational and discoverable, so that it gets seen, saved (i.e. shared) and clicked as often as possible. Helpful content, keywords, and high-quality images are essential ingredients for success on Pinterest.
There is no one-size fits all strategy when it comes to Pinterest marketing. It all depends on your business niche, the maturity of your Pinterest account and your overall Pinterest activity.
Before getting started, some preparatory work is required.
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Is Pinterest the right fit for your business?
To decide if Pinterest is right for your business, you need to do a little research.
- 1Even if you are not active on Pinterest, people may already be sharing content from your website on Pinterest. To find out if this is the case, go to the following URL pinterest.com/source/your website address. This shows you pins that were pinned directly from your website, either by yourself (if you are pinning) or by other pinners. If the URL is not returning many results, this could be because your website was launched very recently or because it is difficult to pin directly from your website.
- 2Go to Pinterest and search for keywords and phrases that are relevant to your line of business. If those keywords appear in profiles, board names, board descriptions and pin descriptions, that’s a very good indication that marketing on Pinterest is a viable option.
- 3Ask your current customers if and how they use Pinterest. If you are not getting any results, it may not be a good fit for you. If you have positive responses for all of the above, it’s time to get started!
How to Create a Pinterest Business Page that Converts
Set your marketing objective(s)
To measure your success on Pinterest, you need to be clear on your objectives. Typically, businesses use Pinterest to:
Pre-requisites to set up for business on Pinterest
Once you are clear about your business objectives on Pinterest, it’s time to optimize your Pinterest account and website. To be successful on Pinterest, you need the following minimum prerequisites:
- 1A professional, mobile-responsive website, because 80% of pinners use Pinterest on mobile
- 2Regular content publications. For example, you regularly publish your own blog articles, podcasts, videos, photographs. On Pinterest, people are looking for helpful information to solve a problem, to learn something or to find new ideas
- 3One or more freebies. Can you offer your potential customers something that compels them to leave you their email address (checklist, e-book, video, course)?
- 4A Pinterest Business Account
The configuration and optimization of your Pinterest business account and website are beyond the scope of this article. However, if you do not yet have a Pinterest business account, this is one of the first things you need to take care of. It’s easy to do. You will find a detailed explanation in How to Get Ready for Business on Pinterest.
Install the Pinterest Save button on your website, so that it’s easy for people to pin content directly from your website. You should also apply for Rich Pins. If you plan to pay for advertising on Pinterest, you should install the Pinterest Tag on your website. This will allow you to start building up audiences for future advertising.
Build the perfect Pinterest page for your business
Pinterest is a visual search engine that any kind of business can use to generate traffic and leads. Your potential clients go to Pinterest to look for inspiration, ideas and advice on all sorts of topics.
So, how are you going to get your products or services in front of the right people on Pinterest?
For more Pinterest Marketing advice visit the blog on marylumley.com.
Some of the content of this blog post is an extract from an article I wrote for SocialBakers: How to Build a Successful Pinterest Marketing Strategy: A Marketer's Guide.
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Mary Lumley - Conversion Focused Pinterest Marketing
How to Create a Pinterest Business Page that Converts!