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Getting up to speed with Pinterest

How to master Pinterest and use it effectively in your business' marketing mix

Pinterest

Synposis

Pinterest may not be as big as Facebook but it still presents a number of great opportunities for businesses to gain extra exposure for their brand, not to mention ways to explore what’s proving popular and get ideas and insights. Users (or Pinners as the platform calls them) navigate the site and take inspiration from the images and information posted on the platform. There is no social interaction, but as an image-driven site it allows brands to really catch the eye of their target audience.

For visual businesses (designers, architects, interior designers, builders, arts and crafts) and eCommerce Pinterest can be an amazing investment of your time and energies. This is why:

  • 90% of Pinterest users say it helps them decide what to purchase as they can search and find ideas they like
  • A huge 98% of Pinners try out new things found on Pinterest (71% on other platforms)
  • 70% of people on Pinterest use it solely for research purposes

Pinterest: Our How To Guide

Pinterest may not be as big as Facebook but it still presents a number of great opportunities for businesses to gain extra exposure for their brand, not to mention ways to explore what’s proving popular and get ideas and insights.

Users (or Pinners as the platform calls them) navigate the site and take inspiration from the images and information posted on the platform. There is no social interaction, but as an image-driven site it allows brands to really catch the eye of their target audience.

10 Key Pinterest Statistics

Here are some key reasons why Pinterest can prove to be so important:

    • 10 million users visit the site every month
    • 4.3 million ‘ideas’ are pinned every day on the site (featuring an image, description and link)
    • 90% of users say Pinterest helps them decide what to purchase
    • 70% rely on the site for research purposes
    • A huge 98% of Pinners try out new things found on Pinterest (71% on other platforms)

In terms of the demographics of users who use Pinterest, this breaks down into:

    • 45% of women use the site, compared to 27% of men
    • 44% of users have an income of £48k plus
    • 25-34 years olds use the platform the most, representing 62% of UK adults online
    • 50% of UK adults online are from a middle class background
    • 38% of pinners live in cities, compared with 31% living in rural areas

How to use Pinterest effectively

Not everyone knows how to get the most out of using Pinterest. When used correctly, it can become an incredibly powerful and valuable
part of your marketing toolkit. Follow the five steps below and you’ll soon see how it can benefit your brand:

1) Organise your profile

If your profile doesn’t look good, you’ll lose credibility. Include your brand logo, branded description with a live link and some featured boards to show off some of your pins.

2) Define your content

Identify your marketing strategy on the platform. Will you use DIY or ‘How-to’ guides? Pin inspirational images? Factoids or infographics? Always make sure you include a link too.

3) Set your goals

Be aware of what you want to achieve from the start, and how realistic your goals are. Be clear on whether you want to drive traffic,
increase sales or raise brand awareness.

4) Optimise your images

Pinterest can be used as a powerful SEO tool. Pins can be optimised to include keywords and hashtags and when done correctly, can drive traffic to your links via Google image results.

5) Remain active

Like any social media site, producing fresh, relevant and engaging content is pivotal to finding success. Once you get results, finetune activity to produce even higher returns.

How to interpret Pinterest

Before you know if your Pinterest strategy was successful, you need to be able to understand the analytics reports. This is direct data produced by the platform that will allow you to refine and make alterations to achieve your targets. At this point we need to mention that it’s critical to be using some form of publishing software. There are lots to choose from such as Hootsuite, Loomly, Later but for ease of use and its feature rich platform we use Sprout Social. There are more details at the end of this document where you can find out more.

1) Setup the correct account

Ensure your Pinterest account is a business account. This will provide access to the right analytical data you need.

2) Claim your website

This means you are recognised as being the owner of the site via Pinterest and a small globe icon will verify this once completed.

3) Audience growth

You’ll be notified when someone follows your account. The Sprout Pinterest report shows stats on Total People and Items Following.
This will show how well your brand is performing.

4) Publishing Stats

The Sprout Pinterest report breaks down data on Pins Sent and Average Pins per Day. This is key to understanding if you need to fine tune your strategy for better exposure.

5) Separate Pin Analytics

Here you can see the amount of comments left under pins and how many times they have been saved by users. Data for the number of times URLS in pins are clicked can also be seen.

6) Audience Insights

This will reveal some detail on the audience demographics who are engaging with your content. Location, age, gender and device used are some of the information displayed.

How to sell using Pinterest

With over 200 million users signed up to Pinterest, there is a lot of potential to gain traction for your brand. As we mentioned earlier, a massive 98% of pinners feel comfortable trying out new things found on Pinterest. But what is the best way to sell to all these Pinners?

1) Know who you are selling to

Once you understand your audience then you can produce a targeted strategy. Take a look at our 10 Pinterest statistics above to get a
better insight on who uses the site in the UK.

2) Develop buyable pins

Buyable pins make it easy for your audience to purchase items via your Pinterest page. This makes the most of customer interest immediately, rather than sending them to another site.

3) Utilise your rich pins

Rich Pins are available in six different categories. They allow you share real-time price data, connecting your website information with your Pinterest account.

4) Promoted pins

These act like Google or Facebook PPC campaigns. Set your budget and duration and you only pay when someone uses a Promoted Pin to visit your website.

2) Develop buyable pins

Buyable pins make it easy for your audience to purchase items via your Pinterest page. This makes the most of customer interest immediately, rather than sending them to another site.

3) Utilise your rich pins

Rich Pins are available in six different categories. They allow you share real-time price data, connecting your website information with your Pinterest account.

4) Promoted pins

These act like Google or Facebook PPC campaigns. Set your budget and duration and you only pay when someone uses a Promoted Pin to visit your website.

Our 5 Step Plan for your Pinterest business account

As you can see, Pinterest is the perfect platform to increase awareness of your services and products, while helping to improve online sales. You know the customers are out there to be won and now you need a plan that will help you do it.

1) Organise your business account

Get your business account in order so it looks up-to-date and professional. Include relevant industry related keywords to help SEO. Use branded icons, colours and fonts where possible.

2) Optimise your content

You want visitors to Pin from your pages as easily as possible. Utilise a save or share button, or make Rich Pins or Buyable Pins available. Optimising images will also prove beneficial.

3) Keep on pinning

You have more credibility the more fresh content you produce. It keeps customers engaged with your brand and keen to find out what you have to offer when they are on Pinterest.

4) Constantly review

your approach Use the native analytics tools to understand which pins are performing best. It is critical you do this on a regular basis so you remain in tune with the needs of your audience.

5) Vary your strategy

After developing a successful base strategy, try out new ideas like videos. These can even be promoted for more exposure. Avoid the hard sell and go for how-to guides, as an example.

A Pinterest Strategy to adopt now

Visual businesses always work best on Pinterest and we found that one strategy can work amazingly well as a client testimonial. An architecture business started using Pinterest and setting up individual boards for each client. The client was asked to participate by pinning examples of features, colours, fixtures and fittings they liked and would like to be included as inspirations for their project. The architect was also involved sharing their views and ideas on the same board. Once the project was completed the before and after shots were also added to the board and the client was invited to comment and share their experiences. This created an amazing portfolio board with brilliant, visual pins that were shared by hundreds of people. With comments and shares from the client and the client’s friendship group the architect soon had a large amount of enquiries. Not only had this created a very interesting and visual way of working with their client to create the dream home she was looking for, it also worked to showcase the talent of the architect to a much wider audience and explain their working methods simply and visually to a much wider audience of potential new clients. Try developing this yourself in your business.

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