Jumpstart Your Pinterest Strategy

Marketing Tools & Tips

Are you guilty of mistakenly thinking of Pinterest as a social networking channel? I am.

For years, I pinned to my boards without acknowledging Pinterest is actually more of a search engine than it is purely social. And really, I should have known this from the beginning. When I think about my own usage habits, nine times out of ten I already have a search term in mind before launching a Pinterest session.

Pinterest is an incredibly powerful platform used to connect with prospective customers. New features are rolling out all the time (like the launch of Pinterest’s Facebook chatbot). According to Pinterest, people share almost 1 million pins from Pinterest to Messenger every week. New developments like this one, alongside the fact that Pinterest generated almost $500 million in revenue in 2017, mean all brands should be paying close attention.

No matter what users are searching for, they will likely be on the hunt via Pinterest. If you plan your marketing content accordingly, you can position your brand to be discovered by your target audiences as they search, scroll, and pin. Today we’re sharing steps you can take now to rethink your Pinterest strategy and increase lead generation.

Audit and Optimize

… your website.

If you have a goldmine of content built over the years, there is no need to recreate the wheel. Just because you wrote something a long time ago doesn’t mean it isn’t still applicable today. Keeping this in mind, conduct an audit to determine if your website and blog are optimized for pinning.

After unearthing and polishing these content gems, bring them back to life in a pin. Take matters into your own hands first and pin it yourself, instead of waiting for someone else to do so.

For best results, pin the same image to multiple boards (as long as the content is relevant), increasing the chance of more people seeing it. This is in your best interest, because 80% of pins are repins, once a few people start saving your image, their followers, and their followers’ followers will likely follow suit.

…your Pinterest profile.

Brand websites are carefully produced and updated to reflect current offerings, objectives, testimonials, contact information, and more. But what about the brand’s Pinterest profile? One of the common mistakes people make on Pinterest is that they don’t tailor their profile and content to their target audience. In order to attract the right audiences, treat your profile as well as you do your website.

Lean On SEO

Like Google, your goal should be for your pins to appear on the first page of Pinterest search results. Just as dynamic images immediately draw the eye, the right keywords, captions, and descriptions enable your pin to show up early in search results.

To best align with Pinterest’s algorithm, use the following SEO best practices.

Tip: Before keywording, make sure you’ve developed your brand personas. When updating or creating new pins, think about ways your target audience is searching for information and how your products and services might be what they’re looking for. By defining the needs and wants of your audience, you can better predict the keywords and phrases they may use in their search to lead them your way. 

Especially as companies continue to innovate with artificial intelligence, the future looks bright for Pinterest. How do you plan to revamp your Pinterest strategy? Let us know on Facebook or Twitter!

Katie McCall

Katie McCall is a strategic communications consultant, working with clients to establish trustworthy and engaging reputations, driving authentic communication with fans and influencers. She specializes in branding and positioning, storytelling and online advocacy networking. In addition, Katie is a lifestyle portrait photographer, serving clients in the greater Seattle community and beyond.

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