Just about any B2B or B2C business can utilize Pinterest for marketing. For businesses large and small, Pinterest is best leveraged as a search engine tool. Not a social media platform.
Pinterest business marketing strategies will not require liking other pins, commenting on infographics, and following other users. But we'll get into that in just a bit. Let's cover some basics first...
Basic Pinterest algorithms:
Smart Feed algorithm: home page based on users interests, boards, recent searches
Search Feed algorithm: search results categorized based on content keywords
Basic Pinterest SEO Strategy:
To leverage SEO, optimize all boards, pin description, titles, account description, and bio profile using keywords that are curated for graphic and web design niche.
Keywording is the way to being found on Pinterest.
Curate boards based on content for target audience
Pin mainly other users content in relevant niche (80/20)
Keywords in pin descriptions, pin titles, account and board descriptions
Hashtags only in pin descriptions
97% of the 1,000 most popular searches are non-branded. Users generally start with basic searches for products like “shoes”. Thus, businesses of all sizes can reach users who are typically in a shopping mindset.
Pinterest SEO Timeline:
There are many factors to consider when trying to figure out how much time SEO will take to be successful. Websites typically can see results in 4-6 months.
Pinterest accounts can see results in 4-6 weeks. When major changes are made to pins and boards, stats tend to go down the first 2-3 weeks then slowly pick up and build momentum once SEO kicks in.
Which Numbers to Track:
Clicks, followed by repins.
Pinterest Page Views: 30, 60, 90 days. Cross compare year over year.
Google Analytics: Source, Referrals
Monthly views do not matter and are highly subjective.
Monthly views include all views on a client’s content plus views on content pinned from others.
Followers do not matter and do not correlate directly with traffic.
A business with 10,000 followers could get the same amount of traffic as another with 3 times as many followers.
1 out of 2 users have made purchases after seeing a Promoted Pin. 67% of users discovered a new brand or product as a result of Promoted Pins. Promoted Pins typically earn $2 in profit for every $1 spent in ad costs. (Stats from Shopify)
In addition to using relevant hashtags, the placement of the hashtags matter. Hashtags in account descriptions, board titles, board descriptions or profile names are not clickable. The only place hashtags can be clicked and searched are in a pin's description.
Pinterest hashtags are not used the same way as Instagram, FaceBook, Twitter or other social media platform hashtags. Pinterest algorithms are unique just as it is more of a search engine platform.
Plural vs singular search terms: Words ending with or without “s” are considered different search terms. For example, #pinteresttip versus #pinteresttipS. Singular and plural are not interchangeable when it comes to hashtags on Pinterest.
Use both singular and plural if there are two images directing to the same blog post, web page, store listing, etc. Also consider other popular variations such as words that end in "-ing".
With WordPress, install Yoast plugin to help with SEO and allow for Pinterest Rich Pins. Rich Pins provide more context because they show extra information directly on a pin.
For instance, Product Pins make shopping easier as they include real-time pricing, availability and where to buy the product.
Infographics are not used to increase website traffic or Google Analytics stats. Users tend to pin infographics more often than text overlay pins as there is one less click to get to the content.
However, infographics are essential for building brand awareness and increasing Pinterest stats (repins/shares, followers, etc). Infographics tend to go viral as there is one less click for pinners to get to the content.
Affiliate Links Best Practices:
At least 80% of pins link should directly to the claimed business website. Although it is ok to link some pins to Amazon affiliate products, account stats tend to take a hit in terms of showing up less frequently in other pinners’ smart feed (research results).
For best practices, pins with affiliate links should include a disclaimer or at the very least include #affiliatelink in the pin description.
Consider creating 2-3 pins for each blog post, web page, etc. Change up titles and images to conduct an AB test in order to see which title/image resonates with the target audience.
The pin that does the best in terms of repins and clicks is the pin that should be shared to Tailwind Tribes and be added in SmartLoop. It should also be the pin that gets promoted if considering running ads.
Tailwind Tribes + SmartLoop:
Select at least three relevant Tailwind Tribes to join and set up SmartLoops for most popular pins to be automatically reposted.
Pre-schedule all pins/infographics to post at optimal times. (Optimal times to pin are determined Tailwind algorithms.)
Other Pinterest SEO and Marketing Recommendations:
Consider using consistent colors and fonts for your pins. Ideally, match the colors/theme of your website to help your audience recognize your brand.
Consider using only original photos. Frequently used stock images tend to impact the number of repins/shares over time.
Consider using quotes and text overlays for pin designs. Fonts should not be too fancy as they need to work well in terms of readability.
Ready to take your PInterest marketing to the next level?
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