The Pinterest Marketing Guide for Companies and Brands

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In this article we will discuss Marketing on Pinterest. Discover in 21 steps how to improve your boards and add value to your community on Pinterest. Pinterest is considered as one of the top social networks at the moment. I am going to tell you what works best for businesses and how you can also put it into practice today with your brand.

What you have below in a guide for companies & brands with the best techniques and tricks to get the most out of Pinterest.

21 Tips for Marketing on Pinterest

#1. Before you start define your goals

It will be essential to correctly define the objectives and goals you want to achieve with Pinterest. The goals will depend on various factors and your situation at the moment.

Some of the main objectives that you may be considering and that this social network can help you achieve are:

 icon-angle-right Creating a brand presence

To achieve this you will have to perfectly configure the description of your account and customize your boards and pins to the maximum with the corporate image.

 icon-angle-right Generate web traffic

If the images and content are attractive enough you will get a high percentage of users who know your website from Pinterest.

 icon-angle-right Increase sales volume (ROI)

It is the most ambitious objective and will be possible as long as the brand’s presence, content and attitude with the community is absolutely constant and participatory.

#2. Take advantage of Pinterest web traffic in your Ecommerce strategy

It may seem like a simple detail but one of the keys of this social network is that through an image or pin it is possible to directly access the website where it comes from. The effectiveness in directing consumer impulses and finalizing a buying process is what is giving Pinterest so much value.

It is not surprising that it has become the preferred platform for businesses with online sales or Ecommerce. If this is your case, you have to use this network to connect with your target, it offers interesting value content and also, why not, show your products in the best possible way to direct those interested to your information and purchase page.

#3. Verify your account

You can create a company account or convert a previously created profile directly from the Pinterest for Bussines section. Remember to complete the verification process to incorporate the officiality into your account.

Only verified accounts have access to the analysis section, from where you will obtain statistical information on the behavior of users with your pins. Also verified accounts are more visible in search results. Here is an article on Workplaces for new entrepreneurs.

#4. Transform, adapt and transmedia with your content

Pinterest does not live only from ecommerce, that is clear. Other types of business can succeed and achieve results equal to or more favorable than those of online sales. Whatever your company offers you can transform it into visual content.

Pinterest will help you bring out the most creative side of yourself. There are thousands of ways to transmit knowledge, information and make yourself known. You only have to make a few turns and have a specific objective with each board.

#5. Create a calendar and plan your content

You can create a weekly or monthly calendar by days and hours depending on the time available and the importance Pinterest has for your brand. Get into the habit and spend at least 10 minutes a day to complete your boards and think of new ideas that provide valuable content.

If you have a constant presence and progressively increase the amount of content, you will be able to more easily increase the number of followers and increase the probability of generating traffic to your website.

 icon-angle-right Daily tasks:

Reviewing notifications, completing dashboards, responding to comments, following potential clients.

 icon-angle-right Frequent tasks:

Connect with Pinterest followers on other RSS feeds, create or participate in corporate boards, storming new board ideas, research.

 icon-angle-right Sporadic tasks:

Special campaigns: offers, discount coupons, promotions, contests, festivities

#6. Difference between value content vs. commercial content

It doesn’t make much sense for you to use Pinterest exclusively to have a catalog of your products or services. To get followers of your boards and progressively increase the impact of your pins, don’t limit your presence to exclusively sharing what you sell and your products.

It could be too aggressive and you would become one of many without differentiating yourself by offering something really useful.

Always bet on valuable content 😉

#7. Types of boards

Choose with head the type of boards you want to create and combine different formats in the best possible way. This will give your grill boards a dynamic, different and creative aspect.

As you spend more time developing content on Pinterest, you will be able to detect what type of boards work best for you and discard those that do not generate results.

 icon-angle-right Collaborative Boards

This type of dashboard is characterized in that it can be managed and completed by several users at the same time. It is a great way to encourage participation with your followers, make them protagonists of your content and work as a team.

In order to invite other users to your dashboard, there must be reciprocal tracking. The brand must follow the user and the user to the brand. The same strategy but in reverse would be to participate with your brand on the board of other brands or users.

 icon-angle-right Map Boards

It is one of the most special for its peculiarity and shape. It allows you to geolocate different pins on a visual map through Foursquare. To work properly, first add the pins and then locate the image through the “Add a place” button.

It is especially indicated for tourist businesses because it allows you to create different routes and very powerful tourist information, but also for other types of companies that want to share information through a map.

 icon-angle-right Own Content Boards + inbound traffic

It is a way of referring to the boards that are made up of pins from your website. That is, content that automatically redirects to a page or Landing Page of your site. Save time and work taking advantage of the contents of your blog.

 icon-angle-right Own or External Content Boards + external traffic

In this case, the pins that complete your boards are characterized by having a URL that redirects to an external page that has nothing to do with your site. These kinds of collections are appreciated and highly valued. Brands and users generate traffic in both directions.

Tip: collect useful material for your potential clients and at the same time generate the need to consume what you offer. In the same way, with this strategy you will achieve loyalty to your followers, something equal or more important than the above.

#8. Customize covers (branding boards)

Pinterest is the quintessential visual social network and you have to make the most of each of the opportunities you have to transmit and facilitate content directly and intuitively.

What is the first thing a user sees when they get to your account’s start feed? Your boards. There you have your first trick to surprise and attract their attention. Make it easy and attractive. Play with the visual space and customize the cover of each of your boards.

Pinterest Analytics

Pinterest Analytics Illustration
Illustration by Dmitrii Kharchenko via Dribbble

Once your Pinterest account is verified, you will have direct access to the Analysis section from the drop-down panel of options. Here you will find really useful information related to the activity of your website and the impact of your pins.

You have three main sections on which to navigate and extract data. You can choose a custom date range and you also have the option to export all the data.

#9. Your Pinterest profile/account: general information about your account

In this section you can see and compare at a glance, several consecutive charts. The data shows, for example, the number of followers, Pins with the highest number of impressions and the number of saved repins or pins.

You can also know the number of visitors, clicks and impressions of your images. Impressions are the average daily number of times your pins appear in the general search engine and in search results.

In the second graph you have the number of Repins that indicates the number of people who have pinned images from your boards and in the line of Repinners, the number of people who have repined.

#10. Audience: information about the people you reach

In the second table you can obtain very interesting data about the users who interact with your content. For example, you can find out the average of visitors / month and the average of participation / month. Similarly, you have information about the country of origin of your followers, the city they live in, the language and the gender.

In the interests tab you will find a compilation of the most popular topics among your audience so you know what else they like on Pinterest. Boards of other users with your images and a list of other brands with which your followers (possibly your competition) participate.

#11. Metrics of your Website

Pins created from your website and then shared on Pinterest. It is a way of measuring the impact your content has on Pinterest and it is also a way of calculating the web traffic that these images can generate. If many users share the photos of your website on Pinterest, the number of visitors will increase.

Pinterest statistics recently included a dropdown per device, in case you want to compare data from a computer, mobile or tablet.

#12. Prepare a Report with the Results

Like many social networks, Pinterest gives you the option to export the data in a cvs file from the analytics section, “export”. With this information and with which you can collect from Google Analytics, you can prepare a report of results periodically as you deem appropriate. Obtaining data is as important as knowing how to interpret it.

#13. Measurement and monitoring tools

 icon-angle-right Pinterest Alerts

It is a free tool in the style of Google Alerts. It allows you to know which people have pinned from your web page, through an alert system that you receive in your email via transactional emails, by selecting search parameters and tags.

 icon-angle-right Tailwind

It is a very complete analysis tool that you should know to complement the statistics that Pinterest offers you. In its free version you can get information about who your most influential followers are, your most repined pins and boards, percentage and increase in followers, latest comments and graphs about followers.

Above all, I highlight the individual and detailed information that you extract from each of the boards because it allows you to compare and know the one that works best.

 icon-angle-right ViralWoot

Application that allows you to promote your pins depending on what you are willing to pay. According to the website, just for registering Viralwoot will recommend you on their Pinterest account to let you know other users.

 icon-angle-right Loop88

Payment application that allows you to contract a service through which influential users give you visibility and publicize your content.

 icon-angle-right Viraltag

Formerly known as Pingraphy, it is a program that allows you to program on Pinterest. It has a demo version and allows you to upload images to your account from your computer or from other applications such as Instagram.

#14. Content creation tools

 icon-angle-right Pinstamatic

It is a very intuitive tool with which you can create different image formats and incorporate them directly into one of your boards. In two clicks you can convert a tweet into an image, an address on a map, collages and text notes.

 icon-angle-right Quozio

Simple but effective if what you want is to create images with phrases and texts.

 icon-angle-right Canva

It is a tool to create online designs with a professional quality and appearance. It allows you to configure in a thousand possible ways images, logos, posters, covers and with the option of selecting a template with the configured size for networks such as Pinterest, Facebook, Twitter or blogs.

 icon-angle-right Pinvolve

It is an application to link your boards in one or more of your Facebook Fan Pages.

 icon-angle-right Piqora

It is a specialized tool for creating promotions on Pinterest. It allows you to track the results. It incorporates a section called Piner360 that helps you identify the most influential pinners.

#15. Configure some extras: apps, bookmarks and buttons

Collecting images has never been so easy. The methodology to follow will depend on your objective and the origin of the images. Collect images directly from Pinterest using the Pin it button or find the images on different blogs, networks and platforms by installing the Pinterest extension in your Google Chrome browser.

If you decide to upload an image directly from your computer and turn it into a pin, remember to edit it later if you want to incorporate a link that redirects to your website or to a different one. Extensions and extras will help you optimize time.

#16. Pinterest also from your mobile

You have the Pinterest app available for iOS and Android. I recommend using it to monitor your followers, comments and continue completing your collections. It has a fully adapted design and allows you to use your account quickly and from anywhere.

#17. Improve SEO on pins and boards

If you want to be found and visit your boards you have to put attractive titles and correctly describe each pin. Include keywords and calls to action to stand out from your competitors.

#18. Link Pinterest with other social networks: Twitter, Facebook, Youtube

Periodically take into account the link between different social networks, in this way you will be able to attract a greater number of users and get more visits. You can share a publication on your Facebook wall that encourages participation and that invites you to visit your boards.

On Twitter, post a tweet that includes a link and an image to increase your visibility. Another thing you should do is install a Pinterest app on your Fan Page to increase the probability that users will reach your boards through your page. There are many applications of this type, you can try installing Tab for Pinterest or Pinterest Page app.

#19. Check the “Popular” category from time to time

It can be useful when it comes to knowing what is trending and what is generating the most repins. It is a section that summarizes the activity of all the members of the Pinterest community. It can serve as a thermometer to analyze the tastes and interests of users, competition and brands.

#20. Some creative ideas to inspire you

Here are several examples that stand out for their originality and good work. Most are successful brands and also some users. Their boards and collections can help you and give ideas 😉

1. Petplan Pet Insurance

Is a brand of pets and accessories that on one of its boards, for example, bets on pins that turn out to be fact sheets on each breed of dog. They offer additional information and curiosities to people with an interest in pets.

2. Pantone Color

Has managed to enhance its greatest virtue by collecting Pins on boards of different colors. Collect images with different color ranges. Other brands like Red Bull with its “Blue” board. In the first case sports, events, stunts and in the other a large collection of fashion accessories.

3. Red Bull

On its board «focus on sequences» bets on visual effects in images. Collect pins on your theme and extreme sports that manage to impact and entertain users with different movement effects.

4. ESPN

With its «MaketheRules» or Decathlon board It is with «The greatest sport in the world» they promote the sport with boards that collect positive phrases and messages emotionally linked to the sportsmanship.

5. Buzz Feed

Bets on emotion marketing on the “90’s Nostagia” board. They manage to connect with users, generate empathy and collect the most famous and well-known images of an era.

6. Lowe’s

Is a famous American brand of furniture and home decor. One of his boards called «Buit it» collects a lot of things you can do and build yourself, the famous #DIY. If you enter you will see that the board is made up of pins from different sources and that you have direct access to each of the source pages where the tips and steps to follow are shown.

#21. Common Pinterest mistakes you should avoid

These are some of the most frequent errors that you should avoid:

  • Not knowing what Pinterest is for and thinking it is a direct sales channel
  • Use all the boards as if they were a catalog of your products
  • Undervaluing the power of titles
  • Do not use keywords in the title and description of each pin
  • Pin pinear and not interact with the user community
  • Abusing hashtags
  • Only use images
  • Place the boards randomly
  • Not answering questions, requests and notices
  • Don’t measure your results

About the Author!

Aabhas Vijay is a blogger and content writer, he loves to write, you can reach out to him on his blog freesmtpservers

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