Pinterest boasts 70 million users, so there is a good chance at least part of your target market uses the extremely visual social media site. According to Search Engine Journal, people who come to your site through Pinterest are 10 percent more likely to make a purchase than those who come to your site from another social network. These people are also likely to spend 10 percent more.
So how do you use the site to market your business? It takes much more than pinning pictures to Pinterest to see measurable results that help you get more customers.
1. Find Ways to Use Popular Categories
According to Quick Sprout, the most popular topics on Pinterest are fashion, entertainment, gardening, crafting and home decorating. But, what if your business doesn’t fit into one of those categories? You can strategically tie your content into these themes so it will be attractive and more likely to be shared by Pinterest users. For example, hardware stores can create content about do-it-yourself home decorating projects and tech companies can create and share content that relates to entertainment. Of course, you don’t have to pin content that falls into these categories, but doing so may help you get more interaction.
2. Use Pinterest for the Right Market
Your entire target market probably isn’t on Pinterest. However, portions of your market could be. According to Modea, Pinterest users tend to be: female, parents and between the ages of 25 and 34. If these statistics describe part of your market, this is the group you should target through Pinterest. Remember who your audience is and pin content that would appeal to these people. Sharing content that doesn’t interest the type of people who use Pinterest won’t be very beneficial for your company.
3. Direct Followers to the Right Pages
When you pin an image from one of your website’s pages, that is the page that people will be directed to when they click on your pin. This seems like an obvious fact, but when you consider the effect it could have on your marketing efforts, it causes you to step back and think about your strategy. Make sure the pages you send people to are the pages that will lead them to become customers. This may require changing your pinning strategy or including more calls to action in your blog posts.
4. Don’t Forget Your Keywords
Like all the other content you create, your pins need to be findable. Make sure your market can find your boards and pins by using keywords in the descriptions and board titles. Keep in mind that the default pin description is the photo’s description on your website. So, to ensure that pins from your site have titles that will help market your brand, make sure the pictures you add to your blog posts have keyword friendly and descriptive names.
5. Use Calls to Action
With some very basic photo editing you can add calls to action to your images or descriptions that entice users to click through to your site. Words combined with images are hard to miss, and some of the most popular pins on Pinterest are the ones that lead users to very helpful information. For example, you could link to how-to or informational blog posts with a pin that is an attractive image superimposed with a catchy call to action like “10 Tips for Using Your Cell Phone’s Camera.”
If you haven’t used Pinterest for your social media marketing yet, now is a great time to start. The site is already extremely popular and has a huge audience. Begin by identifying which part of your market uses Pinterest and how you can incorporate your content into pins that will be popular among users. Then, make sure you pin strategically and use calls to action.