Pinterest is quite a happening place. Don’t think so? Over 100 million people around the world have saved 75 billion ideas on the platform, says the one-of-its-kind visual social media network’s blog. What is unique about this platform is that unlike regular search engines that are designed to work on algorithms and powered by bots, Pinterest is run and powered by ideas of common people just like you and me, which adds to its credibility factor. With the introduction of features like buyable pins and promoted pins, Pinterest is becoming a hotspot for startups to market their products and services and to promote their businesses. Pinterest is a good platform to create awareness about your brand, increase engagement among your target audience, increase traffic to your website, and drive conversions.
Image : shutterstock
So here’s how you can effectively use this visual platform to get your message across to your target audience:
The first step you need to take if you are serious about marketing on Pinterest is to make it easy to ‘pin’ articles and images from your website. Put a button on your website that makes this possible without much difficulty. The more the number of pins you get, the more exposure your business garners. Like we mentioned before, if you have a real person pinning your webpage or product, it ups the credibility factor a lot more than if you were to endorse them on their your own.
Much like Twitter Cards and Facebook open graphs, Rich Pins are a free feature which allows you to pin more than just an image. You can add more information about your location, product or blogpost right in the pin. There are five types of rich pins – article pins that include the headline, author and the link, product pins that include prices and availability details, recipe pins that include ingredients and other serving information, movie pins that include cast and crew details and ratings, and place pins that include address and maps. According to the Kissmetrics blog, brands which use rich pins have seen an 82 percent rise in their repin to pin ratio. So use your rich pins to directly drive traffic to your website by integrating and validating them. They are the best strategy to grow your sales by conversions on Pinterest.
To get your pins noticed and repinned, you first need to make sure that they get seen by your target audience. So the first step is to pin in the right category. The word ‘right’ is open to interpretation here as each business needs to arrive at what fits them best depending on the most popular categories that their target audiences are on. After you have decided what category to pin it in, you need to write a good, detailed description for your pin. The Pinterest team’s tips to writing a good description are to use the right keywords, add helpful details, try to evoke a largely positive sentiment, and give the reader something to do, which means to include a call to action in your description. It is okay even if your descriptions are a tad bit long, as long as it contains all the necessary information. However, abstain from using hashtags, promotional texts, or extremely salesy calls-to-action.
Do not just stick to posting a single image. You can create a collage of multiple images in a single pin. This could be various uses of the same product, different versions of the product, or your service being used in different real-life settings. You could also feature multiple products in a single pin as it has been found that such pins drive more traffic as they speak to different tastes at once and stimulate curiosity. However, remember not to crowd the pin with more than four images or four products. Adding text on images also works well in leading to conversions. Include valid information that isn’t obvious from the image alone to keep pinner engaged.
According to HubSpot, the best time to post on Pinterest is between 5 pm on Fridays, between 8-11 pm on Saturdays, or 2-4 am on weekdays. Social Fresh says that if pinning during the day, try to do it between 2 to 4 pm, and if pinning at night, do it between 8 pm to 1 am. These are the times when most people are online and are using Pinterest, thus enabling you to increase your engagement rate.
Having a good image is not always the only thing that will help you promote your products on Pinterest. Your pins need to be interesting and relevant for them to get noticed. Pinterest is a great, affordable tool for all startups through which they can reap the benefits of a creatively engaged community.
Do you use Pinterest to promote your business? Let us know your tips in the comments section below.