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Pinterest is the fastest growing social media platform on the market today. It has 100 million active users spending more time on the platform than any other social media site. Over 80% of its users are female and they are using the site primarily to learn how to do something or drive a purchase decision.
These metrics are stunning and should be of pointed interest to all marketers. So what is Pinterest, and how can it be of use to your business? This article will outline a few tips and tricks we have used to help businesses to succeed at Pinterest marketing.
But first, we have to define what we’re talking about.
What is Pinterest:
Pinterest is a platform where people create online collages (Boards) for different topics they are interested in. People add images or videos to the boards by “pinning” them (much like bookmarking). The difference between Pinterest and other bookmarking sites such as Stumbleupon or Pocket is that the site is driven by visuals.
What is great about Pinterest is that you can upload your own images or pin images you find on the web making the site a depository of images from around the world.
So what does the dashboard look like?
We have to clear a few things up
- When you share something on Pinterest, each bookmark is called a “pin”
- When you share someone else’s pin it’s called a “repin”
- You group pins together by topic onto various boards or pinboards in your profile.
- You could have different boards for a ton of different topics. Such as dresses, food, home goods, cars, etc
Advertising on Pinterest:
So, how can you promote your product or service and capitalize on this growing social network? By effectively advertising on the site.
Pinterest breaks down their advertising into 4 easy steps:
- Pick a Pin
- Decided who sees it
- Pay for results
- Track what’s working
But it’s not that easy. Finally, we get to the good part. Here are a few great tips for a successful Pinterest advertising campaign.
1) Create Amazing and Engaging Content:
Remember, Pinterest is all about the visual. It’s about conveying an idea, a lifestyle, a desire. Ensuring you have amazing creative is the first piece to a great Pinterest campaign. Don’t skimp on keywords but don’t over think it like search engine marketing. The pin itself should do the work for you.
Use high-quality, vertically oriented images as they work the best to capture your audience’s attention and interest. Again let the image do the work for you.
2) Use One Pin per Campaign (A/B Testing):
Test creative content in multiple campaigns instead of grouping and testing multiple pins in one campaign. Take the time to set up multiple campaigns. This will help determine what pin works the best. This is because when you group pins together in one campaign a huge portion of impressions and spend will go to one image.
If you break the images (pins) into different campaigns you will be able to test to the same audience a different image and set similar budgets for each, allowing you to compare performance.
3) Include a Call to Action in the Description:
Pinterest does not allow you to have a direct CTA in a promoted pin description. But that does not mean you can’t have them at all. People still need to know what they are supposed to do, so having something as simple as “sign up today” or “download this free ebook” are acceptable CTAs.
4) Use Your Best Organic Pins:
Using your best organic pins as promoted pins is one of the best ways to advertise on Pinterest. The reason is that if the pin is performing well organically than it likely has value and will probably do well to a larger audience. This is where Pinterest Analytics comes in. Use this tool to see the pins you have that get the most clicks, repins, and likes.
5) Keywords Are Still Important:
Although creative content is the most important aspect of Pinterest, keywords still matter. When structuring your campaigns try thinking of each campaign as its own category with an overarching theme and keywords that go with it. For example, a Car Detailing business might create campaigns like GM, Ford, Lexus, Classics, etc
Pinterest allows you to have 150 keywords in a promoted pin, but a lot of the times the biggest mistake is trying to reach that max number, thus pigeonholing your campaign resulting in low click-throughs and conversions.
Although Pinterest is making strides to be more of an exact match outlet, broad match is still the dominate keyword search function. As such, a broad match should be assumed when choosing keywords for your promoted pins. A good number of keywords to start is around 30 or 40. Let these build enough qualitative data and then grow your list of keywords from there.
6) Run Separate Campaigns For Mobile and Desktop:
Separating mobile and desktop campaigns allows you to control costs, since mobile CPC is lower on average, and will give you better data as to what channel is working the best.
7) Track Everything:
Understanding how your pins are performing is important and Pinterest offers one of the best analytics tools in the game.
One of the reasons the Pinterest Analytics tool is one of the best is because of the audience insights they provide for your promoted pins. For the first time, Pinterest is giving you access to details about the audience that is interacting with your pins.
Offering multiple insights is a huge game changer. Pinterest gets pretty granular, offering you the ability to see demographic data including language, location, and gender. Pinterest also offers interest data which allows you the ability to see what people are talking about or searching for, giving you the ability to share relevant content.
Pinterest is a fast-growing social media site and any business would be smart to have a presence here. With the tips outlined above, you should have everything you need to successfully run a Pinterest campaign from start to finish.