More than just pictures – promoting your business on Pinterest
What do you think Pinterest is? A website with beautiful pictures or a tool for promoting your business? Both. Pinterest is a search engine where people and brands post cozy interiors, New Year’s recipes, and instructions for knitting scarves in the form of pictures, infographics and videos. Pins (posts) you like can be saved to your boards – collections united by a common theme. For example, Tattoo Ideas or Boho Dresses. The more saves a particular pin has, the higher the chance that it will be seen by other people who accidentally stumble upon the board. But the key to Pinterest for business is the ability to add a link to your site, product, or app in your Pin.
Why You Should Promote On Pinterest
- Linking in Pins can drive additional traffic to your site and increase sales.
- To promote your account on Pinterest, devote 15 minutes a day to it. You don’t even need to hire a separate employee to do this.
- Unlike social networks, where posts that were published a day ago are no longer shown to users, on Pinterest even old pins are ranked on a par with new ones.
- Pinterest in 2020 has 367 million users from all over the world. 55% of them are people aged 18 to 34 years, 31% – from 35 to 54 years old. That is, there is enough solvent audience in this search engine. Approximately 70% of users are women. If this audience matches the target audience of your business, be sure to try your hand at Pinterest.
- Pinterest in Russia is still underdeveloped, and competition in the Russian-speaking segment is low. Therefore, you have time to occupy your niche.
Which business is suitable for promoting on Pinterest
Promotion on Pinterest is suitable for any business whose work can be presented visually. These are beauty salons, design bureaus, furniture manufacturers, tattoo studios, clothing and accessories brands, SMM agencies, travel companies. You can also promote psychology services, business development consultations, and online courses on Pinterest.
An important condition for getting traffic is having your own website or at least social networks, where a link from a pin can lead. Also Pinterest is better to choose brands that operate all over Russia or the world. If you are promoting dentistry in Saratov or a clothing salon in Tula, it will be more difficult to find clients from a specific region.
How others are doing: examples of Russian companies’ profiles on Pinterest
See how Russian brands are using the capabilities of this search engine. Eksmo Publishing House publishes book covers.
FL exchange uses memes about remote work and photos of home offices.
Fashion brand GATE31 publishes pictures of models from new collections.
Aviasales ticket aggregator posts photos of beautiful places from all over the world.
How to Prepare to Promote on Pinterest
Select account type
Pinterest has two types of accounts – personal and business. The latter gives you access to analytics to track popular Pins. Also, it is through a business account that you can add links to your website: an online store, blog or business card.
If you already have a personal account, you can change its status. Detailed instructions are posted on the Pinterest website.
This will open up access to analytics and help you understand which pins are generating more conversions. To do this, add the site address to your Pinterest profile and edit the html code. For a detailed guide, see the reference section. Alternatively, you can verify your Instagram, Etsy and YouTube social media accounts.
Add Pin It Widgets to Your Site
With their help, users will be able to add photos from the site to the boards in one click. To do this, get a special code in your Pinterest account and post it on the site. For details, see the instructions. Within 24 hours of adding the code, Pinterest will check your property and give the green light to the widgets.
Getting Started: How to Promote Your Pinterest Account
Register for an account
Come up with a title, description, avatar and profile cover, enter the site url.
Create as many moodboards as possible related to your brand. For example, if you represent a travel agency, make a selection of the best beaches in Europe, unusual sights in Russia, hotels for families with children, etc. For inspiration, see the profiles of competitors.
Life hack: give the boards names in Russian and English at the same time. Let users from other countries not become your clients, but subscribe to your profile, which is good for promotion.
Mix your pins with others
It is not necessary to use only unique images. Add images from other accounts to boards that are relevant to the topic. By the way, this will help to draw the attention of the owners of these profiles to you.
Think about the name and description of the pin
The title should be not so much creative as enticing and understandable. To do this, put yourself in the user’s shoes and think about what request he could find your PIN. For example, 15 Travel Movies or 50 Logo Design Courses. The title must not exceed 100 characters.
Use keywords in your Pin descriptions to make it easier for users to find them through search queries. The optimal description size is from 50 to 60 characters, the rest will be hidden under the cat.
Better to kick 5 pictures every day than 40 in one day, and then go underground for a week. The more regularly you do this, the more actively Pinterest will show your content to users. To save time, use delayed posting services: Tailwind, SMMplanner, Buffer, Postcron, Planoly. By the way, Tailwind is the official partner of Pinterest. This service will show the right time to post, analyze subscribers, boards and content.
Pinterest Secrets: What to Post
Pinterest is primarily a story about the visual component. Therefore, the quality of the photo plays a major role here. Have a photo shoot or use quality stock photos to make people want to save your visual. Images from Google and Yandex will not work here.
General recommendation: aspect ratio 2: 3, size 1000 × 1500 pixels. Canva and Crello have separate templates for Pinterest, so you don’t have to calculate every pixel. Horizontal pins are not prohibited, but they get lost in the general mass of images and do not attract attention.
Let’s say you wrote an article for your blog or website and you want as many people as possible to know about it. Make a pin with an attractive image and headline like 5 Secrets to Engaging Posts or 2021 Fashion Trends. The user will see your pin, click on it and be taken to the site.
The following point is worth noting. Unlike Instagram, Pinterest is dominated by an active audience. That is, they demonstrate their product there and this allows us to filter out traffic from idle people, like on Instagram (shkoloty, haters, bloggers about anything). But this also complicates the promotion, so you cannot lure a conscious audience with handouts in the form of giveaway and cheap PR.
Denis Volostnov, SMM specialist at Exiterra
Rich Pins – pins that contain extended information. There are 4 categories in total: recipe, product, article and application. The recipe contains ingredients, and users can attach a photo of the prepared dish to it. Pin “product” loads information from the product card on the site (description, cost, availability). A post in the “Article” format contains the author’s name, publication date and a summary. And “Application” gives a direct link to it in the App Store.
Pinterest is an unusual search engine, which in Russia is more often used for entertainment than for business advertising. And yet it does not require a lot of effort and time. You just need to understand a little about Pinterest to use it to drive free traffic to your website, personal blog, or smartphone app.
We invite you to discuss this article
What new and original digital marketing tools do you know? Which ones do you use and why? Does Pinterest have a great future in marketing, alongside popular social media?
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