If you're a content marketer, I know the countless hours you spend on planning, creating and designing your content. It takes time and effort. However, when it comes to...
If you aren't familiar with Pinterest, it is an extremely visual social media platform. You can use it for a variety of things too. Like reaching new customers and even growing your email list! In fact, Pinterest has become increasingly popular over the last few years. Sadly, the platform isn't ad-free anymore. But not a lot of social media is ad-free nowadays anyways. But with 175 million monthly active users - it makes sense to seriously consider adding Pinterest to your social media arsenal.
S0, why should you focus on Pinterest?
I'm sure you're probably already spending time optimizing your content for Google, right? From an optimization standpoint, it just makes sense to include your visual content under that umbrella too. If you want more engagement, shares, and likes you need to focus on the visual aspect or you will suffer. And one of the best sites to optimize and share visual content is Pinterest.
Yes, Instagram is great too - but with Pinterest, the image you share has an automatic link back to wherever site you want the users to go. In contrast, on Instagram, you have to click on a profile and hope that they have a link nestled within their bio.
Over the years Pinterest has grown into a highly targeted search tool and this can definitely help you grow your brand or business. With this hybridization of search engine/targeted advertising tool, you can really use it to your advantage. But before you start thinking about advertising, let's take a look at some of the best ways to reach your customers with Pinterest's organic (and paid) posts.
How To Promote Your Content On Pinterest
If you're looking for a quick and easy way to promote your content, today we're sharing five steps that will do just that.
1. Pin Interesting, High-Quality Content
The best thing you can do on Pinterest is to publish images that people actually want to see in conjunction with the content they want to read. We all know that there's a TON of content already online, so the goal should be to provide value to users. It's a good idea to seriously think about who your followers are and cultivate a niche that works for your brand. Then pin content on that topic like it's going out of style. Here's a tip: According to Pinterest demographics, they're mostly women.
It also doesn't hurt to use images with a high-resolution that aligns with your content. This relevancy will build trust with your audience and keep them coming back for more.
Important Items to Include in the Content You Want to Pin:
- a high-resolution quality image
- engaging copy that entices them to click
- an eye-catching and searchable title/headline
If you're looking for an easy way to share your content, the best route is with a Pinterest plugin on your site. If you don't have a plugin, you can also submit it manually. This is done by navigating to your account, creating or selecting a board with a topic that makes sense. You can also use the "Pin-It" feature on your browser.
Things to Remember When Posting Content to Pinterest
- Make sure your image attractive and the right size. You also need to make sure that it syncs with the image on your site. If you have to you can choose a new image that's more appropriate for the platform. A high-quality image that catches the user's attention is always the best choice.
- Your headline needs to be searchable and interesting. You can always use one you've previously used or come up with a new one. Just make sure it's specific to your Pinterest audience.
- Don't forget to include a link to your branded content - not just the image itself.
2. Optimize Your Topics and Keywords
Do not forget to optimize your keywords and topics. If they're not, you're missing out. Because Pinterest is integrated with Facebook and Google search. Which means you have a chance to reach a wider audience. Another thing to remember is that the users on Pinterest rely heavily on the "search" function to navigate by category. I'll repeat it again, but you really need to make sure that your content is relevant. You also need to include relevant keywords and proper tagging - which will increase your chances of being found.
You should also know that the average user spends 15.8 minutes per visit on the site. So you have a good amount of time to get their attention. It's best to look for themes that haven't already been heavily explored. These will get you the most exposure. According to the Ad Words keyword tool, users in the U.S. include the word "Pinterest" in Google searches 3,350,000 each month.
Believe it or not, SEO is an important aspect when it comes to Pinterest. So if you're looking to optimize your content, there are few bases you need to cover. Thankfully they are rather painless and super easy to accomplish. But most importantly, it will increase the chances of being found.
- Move your top boards to the first two rows. Focusing on boards that represent your brand and best explain what you're all about. You can place the most important ones in the center.
- Make sure that the boards you choose to focus on have at least 6 pins in them. Empty space is not your friend in this situation.
- Don't forget to pin OTHER people's content to your boards. Well-rounded content is the best way to get even more followers.
- Whatever you do, don't pin to multiple boards all at once. Your goal should be to space them out. Try pinning the bulk over a seven-day time frame.
3. Use Pinterest Ads to Promote Your Pins with Paid Ads
Pinterest Ads give you the opportunity to pay to promote your public pins. Whenever you see "promoted by" on a pin, it means that a brand is paying to advertise it. Pinterest even gives you the chance to create ad campaigns on three major goals: awareness, engagement, and traffic. Brand awareness is paid and based on a thousand impressions. Remember that Pinterest will charge business every time a user taps and enlarges, repins, saves a pin, or clicks on your pin. With traffic campaigns, you pay for every click-through on your pin.
If you choose to take a stab of promoted pins, you only pay for direct promotion. This means that if someone shares your promoted pin and another user clicks on it, that click is free for you. Pinterest says brands get an average of 30% free engagement when they conduct promoted pin campaigns.
Now you might be wondering what the most cost-effective option is. For the most part, cost-per-click campaigns are your best bet because 80% of Pinterest users access the app on mobile. This type works because the user typically enlarges pins before they click them to get a better look. In order to determine what's most cost-effective for your brand, you can run split tests with your promoted pins.
In fact, each type of campaign provides the same types of metrics. Which means you can figure out what suits your brand best.
Pinterest also lets promoted pin users a lot of awesome targeting capabilities, that lets you include keywords and interests.
You can even target Pinterest users by the audience. You can upload your email list and Pinterest can find a similar audience. Or you can use a conversion pixel to target users who already engage with your pins or visit your website. As far as cost goes, a promoted pin starts out at $5, with clicks costing under $1 t0 $3 per click on average. Promoted pins show up at a rate of 1 out of 20 pins on a user's homepage.
Promoted pins seamlessly blend in with the rest of the pins in a search. Luckily you can even promote buyable pins.
A Few Campaign Tips
Now before you pay to promote a pin, you need to test it out organically. Afterward, you can promote the pins that you already know work. You can also type in the URL of www.pinterest.com/topics/ and then a keyword you want to research. This lets you see how many people are following a specific interest or topic. Thankfully Pinterest lets you see the number of people that click on your pins, as well as close-ups, and the amount of repins or saves you pins get.
4. Promote Your Pins with Rich Pins & Video
Yes, Pinterest gives you the option to promote video pins and they specifically target mobile users. These pins feature animated GIFS and give the users access to the full video when they click on it. You can also add up to six additional pins below your promoted video at no additional cost. These pins will show in a carousel format under the video. You can even use them to promote video content or share additional information.
Similar to Twitter Cards and Facebook open graphs, Rich Pins gives you the chance to pin more than just an image. You can also add information about your blog post, product, or location directly into the pin. In fact, there are five variations of rich pins:
- Article pins: perfect for sharing the author, link, and headline
- Product pins: where you can share availability and pricing
- Film pins: these feature crew and cast details and ratings
- Recipe pins: the show ingredients and other related info
- Location pins: that includes maps and address
Brands that use rich pins have seen an 82% rise in their repin to pin ratio. Rich pins let you drive traffic directly to your website by including and validating them. They can even help you grow sales conversions - which is an ultimate plus.
5. Pin At the Right Time
As you probably already know, Pinterest posts don't ever go away. However, there's still an ideal time to post. Your best time to post is on Fridays at 5 pm, Saturdays between 8-11 pm, and 2-4 am on weekdays. If you pin during the day, the best times are between 2-4 pm or between 8 pm - 1 am. These are the times when users are most active on Pinterest.
Certain topics also perform better during certain months, like holiday pins or seasonal pins. Naturally, use your best judgment when it comes to the timing.
Pinterest really is an awesome platform to promote your content.
It's time to embrace Pinterest. But you need to remember that pinning a stunning photo isn't the only thing that can help you promote your products or services. Your pins need to be interesting and relevant. It's truly the only way to get your audience to engage with them. Thankfully, Pinterest is affordable, which means that brands of all sizes can have access to a community that cares about creativity. Have you thought about diving into Pinterest yet? Have you already? Do you have any success stories? Let us know in the comments below so we can discuss.