How To Use Pinterest Marketing To Grow Your Business

0
1501

Let me first confess that I love Pinterest! Whether it’s making boards for fashion trends or DIY home decor or even planning my wedding, I use Pinterest to bring my ideas and creativity come to life. However, if you’re thinking that Pinterest is this ‘mushy’ social media site where everything is rosy and dandy, then let me burst this bubble of misconception. While I agree that your assumption isn’t entirely wrong as Pinterest is often cushioned as a practical marketing tool and thus many people actually don’t care to invest time in a Pinterest marketing strategy. Sad!

Going by the facts, people have hugely underestimated the potential of Pinterest when compared to giant social media companies. Well, don’t be fooled to label Pinterest as a “small” social media marketing platform.  The Pinterest statistics tell quite a different story. The visual search engine of Pinterest attracts 200 million monthly active users, over 2 billion monthly searches and over 100 billion monthly pins.

Pinterest users (Img Source: Pinterest)

 

Using Hashtags on Pinterest

Using hashtags on Pinterest is now official.

Yes, now you can use relevant hashtags for your content in the Pin description.

Now before you rush to add hashtags to all your old pins, don’t bother to do that upheaval task.

According to Pinterest, the pins in the hashtag feed will show the freshest content first, and hence adding hashtags to the old pins will not get any results. The best strategy will be to add hashtags to new pins from now on, because they are definitely here to stay.

However, don’t go on a hashtag spree, it may come across as spammy to most users. I suggest using at least four hashtags per pin. Another Pinterest hack I want to share is to include hashtags at the end of the Pin description rather than using them in the beginning. Now as we know that hashtags have got their place, it’s still the description that will attract users to click the content.

Introducing the New Following Tab

If you hate seeing random people’s posts upsetting your Pinterest feed, I can completely understand your pain. Well people, Pinterest heard you out. From March 2018, Pinterest introduced the Following tab which only shows content to the people you follow on Pinterest. These will be shown in a reverse chronological order with additional features like discovering related boards and pinners, or unfollowing the ones which are no longer relevant.

This latest feature of Pinterest is more like a super-visual RSS feed and makes it feel more social. But at its core Pinterest isn’t a social platform; but a marketplace for ideas. For example, you can follow your best friend Rachel, who populates her “Summer Wedding Inspiration” board, or watch a stranger in Los Angeles filling out her “Yoga Workout” board. This gives users control over their own feeds and show you only what you want, that’s it.

Your First Five Pins of The Day Are Prioritized For Distribution

To help users create a better mediated pinning strategy, Pinterest introduced a new criterion known as “First 5 Pins of The Day”, giving insight on how to correctly publish your content on Pinterest to maximize its chances to be seen.

According to this rule, Pinterest will give priority to distribute the first 5 pins you save each day (after midnight UTC). This means that your first five pins should be your best- performing or highest-converting pins, and you must save them to relevant boards.

In an interview between Sarah Hoople Shere, Head of Product Marketing at Pinterest and Alisa Meredith, Content Marketing Manager of Tailwind, this feature was further explained in detail.

You can watch the full interview here:

How To Win at Pinterest Search Algorithm

The “Smart Feed” is the algorithm which Pinterest uses to determine what users see in their home feed.

You might question so how does Pinterest conclude on which pins to select and show them in search, right? Well, like any search engine algorithm Pinterest’s algorithm algorithm are complex and they have been maintaining a strong guard in the system.

However, Pinterest takes four factors into account that decide whether or not your pins appear on Pinterest. They are:

  1. Domain Quality
  2. Pin Quality
  3. Pinner Quality
  4. Relevance

Once you optimize your content with these four factors into consideration, you’ll be on your way to driving a regular traffic with Pinterest. I will elaborate on the tips for the above mentioned factors to get your Pinterest ball rolling.

 

How To Improve Domain Quality

Domain quality is Pinterest’s idea of the quality of your website. The domain ranking is a crucial factor for Pinterest on how much trust it can apply to your domain and therefore also your pins.

Pinterest can see the performance of how popular the pins from the website are and it tracks whether overtime your website can be a source of high quality content.

So how do you improve your domain ranking and get Pinterest’s trust of approval?

Step 1.

Convert to a Business account

Step 2.

Claim your website

Step 3.

Enable rich pins

Step 4.

Pin content regularly

How To Improve Pin Quality for Pinterest SEO

Pin Quality is established by the popularity and engagement degree of your pins. These metrics can be estimated from the data like repin, comments and the “Tried It” button on your pin which makes it qualify as a high-quality pin. Follow my guide to improve your pin quality.

Step 1.

Create stunning Pinterest graphics

Recognizing the fact that Pinterest is a visual search engine, creating stunning droolworthy pins plays a significant role in accomplishing your Pinterest success. Tools like Canva have Pinterest templates which makes graphic designing easy as pie. Here are some of the best practices for pin-worthy graphics:

  • Use vertical images in lieu of horizontal images
  • Use high quality images
  • Use multiple images in your pins. This works splendidly for craft bloggers (fashion, hair and beauty, etc.), food and DIY, who can show steps in the progression.
  • Use an overlay on your blog post title on the image
  • Use the Pinterest recommended image with a 2:3 ratio (600 × 900). Pinterest states that excessive deviation from the given aspect size can result in lesser distribution of the pins.

Step 2.

Write informative and irresistible blog post titles.

The objective of writing magnetic blog post headlines is to get people to click and read your post. Similarly, an engaging headline serves on getting likes and repins on Pinterest.

Step 3.

Explore Tailwind Tribes

As an alternative to Share Exchanges which can cause unnatural saving activity, leading to getting penalized by Pinterest, you can instead join Tailwind Tribes. With this you can take part in niche specific Tribes and promote your own pins. Another plus side of Tailwind Tribes is you’ll have access to superior and relevant content to pin to your boards. This saves you the time on curating content.

How to grow your Pinner Quality?

Pinner Quality is defined as Pinterest’s calculation of you as a content curator.

Does Pinterest trust you to pin the best content for its users? Do you pin content that Pinterest deems as high quality? Are you consistently active in pinning? Do your pins/repins receive a lot of likes and shares?

Let’s dive in to learn how to improve pinner quality.

Step 1.

Stay active on Pinterest throughout the day

Invest in scheduling tools like Tailwind  for time and work saving Pinterest program. This will keep your Pinterest account active throughout the day without needing you to be glued to your mobile or computer.

Furthermore, you get the perks of Tailwind which is packed with analytics and additional features that help you recognize your best performing pins and boards. This analytical data can be used to tweak your strategy for more saves and comments.

Step 2.

Pin already popular content on your boards

There are various ways to find popular pins. Here are some you can try:

  • Browse the “Popular” category in Pinterest
  • Investigate Repinned.net for the most repinned Pinterest pins by category
  • In Tailwind Tribe you get to know how “hot” a pin is by looking at the top right hand corner of the pin.

How To Increase Your Relevance on Pinterest

So far, we’ve discussed how to augment your authority on Pinterest. But even if you might be a high quality pinner, Pinterest would not show your pins to their users unless it considers that your pins are relevant to its users.

Relevance is determined by how closely your pins fit the audiences overall interests, specific searches and recent search history.

If you know or have dabbled with SEO, you must be aware that a search engine can understand information about your content through the keywords. Like Google, keywords influence what appears in searches on Pinterest.

Whereas domain quality, pin quality and pinner quality tell Pinterest how important your pins are, keywords tell Pinterest what your pins are about.

But the question is, how do you find relevant and useful keywords?

Step 1.

Do keyword research in Pinterest

When it comes to doing keyword research in Pinterest, the best source for it is Pinterest itself. Start by typing in the search query, and you can see that Pinterest auto-suggests keywords similar to Google. These suggestions are most popular phrases or words used by people.

After hitting enter on your search, a set of suggested keywords appear below the search bar. You can add them to your list of potential keywords or carry on with your search further.

Remember, competition can be tight for certain words. For example, niches like food and fashion. In such cases, you must aim for long-tail keywords rather than shorter keywords. According to estimates, ranking is higher with targeted long-tails. For example, instead of going for the keywords “Mango recipes”, you can use “Easy Mango recipes for Beginners”.

Now as you’ve done your homework of identifying what your audience is searching for, its time to use those keywords in practical terms.

Step 2.

SEO your Pinterest profile

You can optimize your Pinterest profile in three places:

  • Your Username

This is the URL of your Pinterest profile

  • Your business name

To add a business name you need to upgrade to a Pinterest business account

  • Your bio

For your bio you’ll get a 160-character space. I suggest that you must add keywords and CTA, thus focusing on what services you offer.

Here’s an example from Cath Oneissy. Her bio reads:

Step 3.

SEO your Pinterest boards

You must optimize your boards and the pins on them so they can be found in search. The title of your boards and its description must be optimized with intelligent keywords.

If you use Pinterest for personal purposes, then it’s perfectly fine to name your board whatever your heart desires. For example, board names like ‘Mah world may rulzzz” or “cutie doggie” may work for your needs, but these would never show up in Pinterest search. You would not want this result if you’re looking to use Pinterest business to grow your blog or your business.

Step 4.

SEO your pin descriptions

As of 2018, Pinterest is experimenting how much of the title and pin description is shown in search and the home feed. Therefore, you need to optimize your board’s title and description with top keywords.

These keywords will work to get your pins found in the search and the attractive descriptions can lead to a click.

Step 5.

SEO your blog posts

After you finish researching keywords, you should use them in your blog post title and the body of your post. Remember to search engine optimize your blog’s images as well. If you’re using Pinterest’s Rich Pins feature, your keywords will transfer over. Isn’t that awesome?

Another important tip is to optimize your blog post’s meta description so as to lead users to click on your blog.

From the above image you can understand how Pinterest gets relevant information through rich pins and it’s certainly eye-catching than the pin description. Hence, the moral of the story is – to optimize both, compelling for the reader and keyword-worthy for Pinterest.

Step 6.

SEO your buyable pins

If you are using “buy it” buttons on your pins, don’t forget to SEO these pins by adding keywords in the pin description and title.

And It’s a Wrap

In this guide, I tried to cover all the necessary updates for a successful Pinterest marketing. I introduced you to the Pinterest Smart Feed, how to use Pinterest SEO to boost your blog traffic, some latest features and changes on Pinterest. I even touched upon on you can optimize your pins so they show up in the search and feed.

I hope you can incorporate these tips and gear up to start a kickass Pinterest marketing campaign.

 

LEAVE A REPLY

Please enter your comment!
Please enter your name here