Many people have the misconception that Pinterest is this happy ‘soft’ social media site for DIY moms and brides, where everything is always all perfect and dandy. While this assumption isn’t necessarily wrong, Pinterest often flies under the radar as a practical marketing tool, to the detriment of those who fail to invest time in a Pinterest marketing strategy.
To be sure, people underestimate Pinterest when compared to other top social networking sites. In fact, many wouldn’t even call it a social networking site at all—it’s technically a “social bookmarking tool”.
Whatever you call it, Pinterest is actually a lot easier to master than the Facebooks and Instagrams of the world. At least compared to these giants, Pinterest has almost unrestricted organic reach and an easy learning curve, thanks to the fact that major updates are fewer.
Although you might be tempted to label it as “small”, the numbers behind Pinterest tell quite another story. Pinterest’s visual search engine attracts 200 million monthly active users, over 2 billion monthly searches, and over 100 billion monthly pins.
Still not convinced that Pinterest is where you need to be? How about this—the visual nature of the site gets people in a shopping mood, driving much more legitimate purchase intent decisions than any other social network. Check it out:
The best thing about Pinterest is that it has staying power. If you’re more interested in spending time creating long-lasting evergreen content versus creating ephemeral content (a la Stories on Instagram, Facebook, and Snapchat), then Pinterest might just be your perfect fit business social network.
Evergreen content on Pinterest has the longest half-life of all social sites—151,200 minutes (That’s 105 days!). Compare this to 90 minutes for a Facebook post and 24 minutes for a Tweet and your time spent on Pinterest marketing can already prove a better return.
Don’t forget to read our related post on the topic: Visual Content Strategy: How to Use Visuals to Get More Traffic
Of course, before you jump on the Pinterest bandwagon, you must first determine if it will work out well for your brand.
According to a study by the University of Minnesota and Georgia Tech, the most popular topics on Pinterest include:
And the most popular topics for men on Pinterest are:
Pinterest is popular across all age demographics. Its largest audience is made up of millennials (36%), followed closely by members of Gen X (30-49 year-olds) at 34%.
In line with driving purchase intent, Pinterest is very aspirational. 47% of users report that they use Pinterest to help plan life events. This presents an opportunity for related brands (especially luxury brands) to cash in when it comes to developing a Pinterest marketing strategy.
Although these statistics represent some of the best target demographics on Pinterest, they can’t answer every individual’s question as to whether or not Pinterest marketing will be a good investment for their company. To do that, you’ll have to use this guidance as an initial barometer, then dive right in and give it a try.
For best results, follow along with this proposed Pinterest marketing strategy:
As far as referral traffic is concerned, Pinterest can be your best “social media” source. This simple fact alone makes it worth it to consider integrating Pinterest marketing with your WordPress blog.
It’s important to note that Pinterest differs from other social media accounts in terms of how content is displayed. “Pins”, or the name for individual Pinterest posts, can be viewed:
This multi-faceted approach to organization makes it easier for users to organically find your content when they’re interested in what you have to offer. Because of this, focusing on a Pinterest marketing strategy can mean driving people directly to the “buy” stage of your sales funnel.
There are several ways to incorporate Pinterest with your WordPress website, and three areas in which to optimize Pinterest:
For now, we’ll focus our Pinterest tips specifically on Pins, as they form the basis of Pinterest’s content.
There are several ways to increase the visibility of your Pinterest images, like making them visually appealing, using the right images for the site, and using the right keywords to improve discoverability.
Images that are posted to the platform are scaled. Specifically, an image’s width scales to 236 pixels. When you click to expand a given Pin’s image, the image will scale to a width of 564 pixels and the image’s height scales accordingly.
According to Pinterest, the best image aspect ratios are between a 2:3 and 1:3.5 (width to height), with a minimum width of 600 pixels.
A few quick Pinterest tips for creating appealing Pinterest images:
Pinterest is one of the biggest search engines on the internet, so treat it as such with regards to keyword research (and use). Although a full primer on Pinterest SEO is outside of the scope of this article (though let us know if you’re interested in a ffollow-uparticle on the topic in the comments!), the principals are largely the same as SEO for Google.
A few quick hit Pinterest tips for SEO:
Getting your content on Pinterest is just half the battle. The other half? Getting other people to do it for you.
There are 3 ways users get content for their Pinterest Boards:
The following Pinterest tips are focused on both getting people to Pin your content and to follow you on the platform.
There are two kinds of Pin Buttons:
The ‘Follow Pinterest’ button will pop up as a small dialog with a preview of your account’s latest Pins so that your visitors won’t have to leave your website to follow you.
You can add the Pin button to your website in two different ways:
Social sharing plugins often come with configurable Pinterest Pin buttons that visitors can use to share your website content. Some Pinterest marketing plugins are programmed to Pin the first image of a post, while others allow you to set up which specific images to Pin.
Social Warfare is one such WordPress plugin that enables the use of social share buttons and Pinterest marketing. Besides being able to use it to set a custom Pinterest image and fallback, their Pro version also has a unique feature called “Pin image for browser extensions”. When turned to the ON position, this toggle adds your custom Pinterest image to the choice of images to Pin when a visitor uses a browser extension to Pin. Social Warfare Pro starts at $29/year for a one website license.
Besides using the Pin button, you might opt to add links to a pre-formatted Pin on other websites/social networks, encouraging people to use the link to Pin the image. Laura Thomas of Pretty Presets does this quite successfully, attributing 10% of her sales as first coming from Pinterest.
Another way to get site visitors to visit (and follow) your Pinterest board is by embedding WordPress widgets: embedded Pinterest boards, your Pinterest profile, or your latest Pins.
One way to do this is by installing the AccessPress Pinterest plugin. The AccessPress Pinterest plugin is both free and feature-rich, allowing you to set up Pinterest-related features on your WordPress website, including:
Once you’ve activated the plugin, you can start embedding Pinterest boards via a widget or shortcode.
Pinterest also offers a widget builder that allows you to create/add buttons/widgets for your site/app—no need for a plugin. Simply follow their instructions and copy/paste the resulting code.
Pinterest’s website button and widget offerings include:
Pinterest has stepped up from being a simple online pinning board, to providing features that support its business and marketing functions.
Pinterest rolled out its business accounts feature in 2012.
If you already have a Pinterest account, you can easily convert your Personal account to a Business account for free. If you’re a business that’s now just getting started with Pinterest, you can directly sign up for a Business account.
Creating a Pinterest Business account means access to additional features and capabilities that include:
The Pinterest Analytics suite analyzes data in three categories:
When you sign up for a Pinterest business account, you’ll get access to Rich Pins. Rich Pins are Pins that provide additional context about a Pin—a concept similar to rich snippets if you’re familiar with SEO.
There are four types of Rich Pins:
You will receive the next issue of the Kinsta Newsletter within a week.
If you have a verified account, your website’s branding will be added to all the Rich Pins. You can do that in Pinterest’s developer area.
Rich Pins help improve your potential reader’s experience with your Pins—think of them as ad copy for your content.
Thanks to their success with using Rich Pins, home decor brand Made.com saw a 36% increase in traffic to their site, 51% increase in conversions, 106% increase in transactions and 173% increase in revenue.
As mentioned above, to get access to Pinterest’s Rich Pins, you have to first verify your website.
This can be done by either adding metadata (meta tags) or an oEmbed point to your site. If you have a hard time with this, try asking your website’s developer for assistance.
To confirm that this is done, test Rich Pins, then apply to get access on Pinterest.
Buyable Pins are a relatively new Pinterest feature that allow peoples to buy your products without ever having to leave Pinterest—similar to the new Instagram Shoppable feed.
Buyable Pins work best when integrated with ecommerce platforms such as Salesforce Commerce Cloud, BigCommerce, and Shopify. Each of these aforementioned ecommerce platforms’ Pinterest pages are above linked to instructions for how to apply and set-up Buyable Pins.
Buyable Pins work on both mobile and web platforms. Once you’ve been approved to use Buyable Pins (which can take up to 5 business days), you’ll see a blue ‘Shop’ link on your Pinterest profile page. All of your active Buyable Pins will show up on this board, so you can easily keep track of all of your Buyable Pins in one place.
The bad news? There is currently no support for Buyable Pins on Woocommerce (which integrates well with WordPress). Since Woocommerce powers over 42% of online stores, we’re holding out hope for support in the near future. For more information about Buyable Pins, check out Pinterest’s article on the topic.
Like Facebook and many other top social media sites, Pinterest has a feature that allows users to pay to promote their Pins to get more views.
Promoted Pins, also known as Pinterest Ads, are like regular Pins and don’t actually look much like an ad—beneficial in the age of ad blockers and fed up Internet users. Since Pins last forever, you can boost relevant Pins whenever you want or need to. Pinterest reports a 20% increase in clicks when it comes to using Promoted Pins.
This feature is currently only available in the US, Canada, Australia, Ireland, United Kingdom, and New Zealand. You can promote a Pin directly from your Pinterest business profile or through the Pinterest Ads Manager.
Pinterest offers three ad campaigns types to use Promoted Pins to align with your business goals:
Ad formats include Promoted Pins, promoted video, one-tap Pins (Pins that with just a tap, take people to the site the content originated from), promoted app Pins and, cinematic Pins (like Facebook videos that start moving when you scroll past them).
A recent update Pinterest released regarding ads involves search advertising, which gives businesses the opportunity to put an ad in front of searchers at the moment they’ve signaled some type of intent or interest in an idea or product (another win for using Pinterest to encourage purchase intent).
As with other social sites, you only pay for Pinterest advertising when you get results, making it a fairly safe investment when it comes to your Pinterest marketing efforts.
A few quick Pinterest tips for general success with Pinterest marketing:
Frequently posting on Pinterest can be difficult and since content is evergreen, it can take awhile before any given Pin gets traction. When it comes to time-sensitive Pins, as with those used in contests, make sure to delete the Pin after the contest is over or place contest end dates directly on the image.
Luckily, there are Pin scheduling tools like Tailwind and BoardBooster. These programs allow you to schedule your Pins and loop (repost) old Pins and can even analyze data to find the best times for you to Pin based on audience engagement.
Pinterest isn’t just a cutesy site—it’s a visual search engine that has evolved into a powerful late-funnel marketing platform with tons of features.
Pinterest users, most of whom are women, are primed to buy thanks to the visual nature of the site. Besides driving purchase behavior, it also represents the social platform where content has the longest shelf life.
Sign up for a business account and get Pinning! If you have any awesome Pinterest marketing tips to share, tweet them at @Kinsta—we’ll share our favorites!
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