5 key Pinterest strategies
Pinterest for business strategies
Pinterest strategies can be pretty simple on paper. However, the implementation of those strategies may not be so simple. When using Pinterest for business, you will need lots of patience as organically growing your account, followers and impressions don't happen an overnight on Pinterest.
To see concrete results, it may take months. According to my own experience, it takes an average of 4-6 months.
You have to monitor your analytics in order to decide whether you have done your Pinterest strategy correctly and achieved your goals.
I started using Pinterest as a private person but soon added a link to my (now old) blog. The effect to my blog traffic was huge. I mean really huge. I blogged in Finnish but most of my audience were English speaking people. They liked what they saw on Pinterest and followed the links to my little Finnish blog. That was awesome!
Btw, my old blog was all about DIY things, vintage and pretty photos. That's not me anymore, except pretty photos.
Pinterest is an active visual marketing hub
Pinterest has 100 million active users and 85 % of those are females. That's a huge amount of people who love visuals in some form.
Pinterest is an inspirational platform and in case your business is highly visual, you should definitely be using Pinterest (I think I've said that a couple of times already!).
The potential for gaining new clients and audience via Pinterest is enormous.
My 5 key Pinterest strategies for businesses are mainly meant for advanced Pinterest users who already have their Pinterest accounts set up and at least 20 boards with 20 pins in each of them (hopefully much more, though!).
In case you need help with your account setup or pinning and board creations, please get in touch: Contact. I'm always happy to help you.
I've also created a helpful checklist for beginners to get started with Pinterest!
You need to be a visual storyteller on Pinterest
1. Start telling a visually and mentally attractive brand story via your Pinterest optimized pins
You have boards full of pins. You're pinning every day. You pin everything from everywhere. You create new boards weekly.
Stop and slow down a little!
You already know that Pinterest is a visual extravaganza. Start taking advantage of its visual character but do not overuse it.
Sit down with a paper and a pen and brainstorm in which ways your business or brand could use visual storytelling on your Pinterest boards.
Each of your board should tell your brand story. Do you know well enough your brand story to tell it via a group of pins? Can you identify your dream client on Pinterest?
Brainstorm and write down:
- a description of a Pinterest profile of your ideal client with their core needs, interests, and problems
- concrete steps how to find your ideal client on Pinterest and how to connect them
- what are your Pinterest goals (gaining new clients, driving traffic to your website/blog, building your brand, increasing engagement, creating a community, inspiring your audience, selling your products/services etc.)
- aesthetic preferences of your dream clients; what color palettes they like, what moods, patterns, and pigments etc.
- your dream clients' favorite brands and companies that they are following on Pinterest and/or in real life (remember that you have to know your dream client inside out!)
- main characteristics of your competitors' Pinterest account followers, and consider whether you should start following them
- where are you going to find high-quality photos for your own keyword optimized pins
- what include in your brand's lifestyle (e.g. traveling, adventure, pastel colors, organic food, books, art exhibitions, swimming, late breakfasts, surfing, home baked goodies, slow life, happy people etc.)
Each of your board is also a part of your overall story. Your boards are chapters of your visual story and your pins are telling that story one by one. Each pin counts.
You could easily find great examples of visual storytelling on Pinterest if you need inspiration for your own brand. Read my other blog post about storytelling.
One excellent example is Madewell which has several beautiful storytelling boards on their Pinterest account. They reflect a lifestyle that the Madewell's audience are dreaming of or are already living. Madewell's boards contain their own product images but they are majorly occupied by other pinner's images too.
Those boards are telling Madewell's story as a whole and not only showcasing their own products. By using various pins Madewell creates a dream of a lifestyle which their audience is craving for to see and experience. They are creating a need for their products by representing an appealing lifestyle.
They visualize places where their clothes could be worn. They create a sense of time and a certain mood in which their products should be used.
Madewell wants their audience to live an adventurous life and experience sun, sea and cities around the world. Their boards have a very European feeling. They are evoking your senses by pinning images that could be also smelled and tasted.
Madewell is not trying too hard to sell their products on Pinterest but instead they want to inspire and encourage their audience to live their life in a Madewell way.
That's a genius marketing strategy to use on Pinterest.
Learn to curate your pins
2. Engage your audience by grand curation of pins
It's easy to pin images but it takes some thought and eye to curate your pins. It's not about the quantity but mostly it is the quality of those pins that matters.
The images that you pin should be visually inspiring and in good quality, actually I prefer excellent quality.
All your pins should have descriptions that really describe the pin, and what message you are trying to tell with that pin.
Descriptions should state what the pin contains and how to use it. You should use your most relevant keywords in all descriptions (boards, pins and your profile).
The pins should be informative, beautiful and actionable (include call-to-actions in your pin descriptions).
Try to have a coherent color palette, at least in your board covers. It's telling your brand aesthetics in a simple but an effective way.
Pro tip: Change the pin descriptions that are not your own (when you're repinning images) to better suit your own audience. Just write the description to be something that evokes interest in your own audience. Use your audience's voice and words. Do not forget to include your own keywords!
When repinning others' pins, always check if the link behind the pin is correct and really linking to a reliable website or blog. No-one wants to pin images that are spammy or without a correct link.
And remember that for many people Pinterest is a true eye candy.
Curate your boards to be eye candy too!
Start using 20/80 principle
3. Follow the 20/80 rule
This is one of the absolute fundamentals in my own pinning. I'm following the Pareto principle where 80 % is repins and 20 % are my own pins.
It means that when I'm pinning my own stuff and repinning others' pins, I will keep that 20/80 -principle always in my mind. 20 % of the pins are my own and 80 % are from other sources, from other pinners' pins. That way I don't irritate my audience by just pinning my own pins.
Instead, I try to encourage and inspire my audience with pins that I find interesting myself and what I think my audience would like to see.
The principle is really simple but unfortunately many people don't follow it. They try to pin as much as they could their own pins and forget that they should create a lifestyle and a story around their own pins.
You should always connect and engage your audience.
Only that way you can really gain more followers that are interested in your products/services, and your style and aesthetics.
People should be excited about your visual story that you're telling in your boards. They should be inspired by your pins and repins so much that they start following you or your boards, and repin your pins.
Don't be too spammy with your own pins. Start creating an authentic visual story around your brand.
Know when your audience is on Pinterest
4. Pin during the peak hours
After Pinterest introduced its new smart feed, the importance of timing your pins has minimized. But still, I'd advise you to pin on peak hours. I also recommend you to pin multiple times per each day.
That has helped me to gain my 630 000+ followers (the amount is increasing each month by thousands of new followers).
If you don't know when your own audience will be on Pinterest, try experimenting it by pinning different times of a day. Keep notes on when you have pinned and check later which time frames have worked best for your pins.
Be strategic and create a regular pinning schedule. That way it is easier to follow your own pinning.
There are certain patterns when you can expect pinners to be mostly online and pinning. Use these first if you don't know your audience's peak times. (Note: I've taken and written down to my notebook these time frames from someone's website but I have lost the name/web URL of it. If this is from your website, I would like to credit and link it. Thank you!)
Saturdays 8 - 11 pm
Any day between 2 - 4 am and 2 - 4 pm
Fridays 3 pm
Remember to check your Pinterest and Google analytics to monitor your records. If you don't follow your own progress, any strategy will be pointless.
Follow up the correct metrics!
If your Pinterest goal is to gain more traffic to your site, you should not be so interested in your overall repin rates but instead, take a closer look at your impressions that the pins from your website get on Pinterest.
Pro tip: Pin several times per day, not just once. Start using a pin scheduler, like Tailwind (my affiliate link) which I use and highly recommend, to help you schedule your pins to go live several times per a day.
Be consistent, really consistent
5. Consistency is a key to success
All the above said is tight together with consistency. You need to be consistent in your pinning.
It includes how you design your blog images, how you use your relevant keywords in photo alt tags, pin descriptions, board descriptions and your profile description (not to forget your Pinterest account name!), how often you pin, what colors and designs are you using, what mood and lifestyle your pins and boards are telling, how you are responding to comments and who are you following on Pinterest.
You really need to show who you are and what your business/brand is all about!
I have found that everything highly interesting is often personal. But it has to be consistently curated personal. Sounds hard to follow in your business? At the same time, it is and it is not.
Personality is not impactful if it is not authentic and comes from the brand values and people behind the brand and business. The main thing is that you should know your business and brand inside out to be consistent when creating and showing your visuals.
Give yourself to your audience. Create experiences via your boards. Create hunger for your products and/or services.
Use all senses in your images. For example, an image which shows only hands touching a delicate part of a human body can create a sense of touch, closeness, and intimacy.
Start using dream environments and places in your photos to tell your story in a consistent, personal, and beautiful way.
I'm always happy to help businesses with their Pinterest questions. Send me an e-mail to hello(at)nellaino.com for more info or check my
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