SOCIAL MEDIA

Your Complete Guide to Pinterest Marketing

Pinterest users are primed and ready to buy. If you're not yet marketing to them, you should. Get started with these tips.
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No time or resources to create or enhance your presence on Pinterest? I have a few stats that might just change your mind.  

According to Sprout Insights, Pinterest's share of social-media referrals soared from .68 percent to a whopping 26 percent in just one year, generating more than 400 percent more revenue per click than Twitter and 27 percent more than Facebook. Do you want to increase the likelihood of a purchase? Well, then you should know that shoppers referred by Pinterest are 10 percent more likely to follow through with a purchase than visitors from other social networking sites. Pure and simple: Pinterest can be the star of your social-media sales and marketing efforts.

But remember: The members of your social-media audience don't want to feel as if they're being pitched. They are not there to be sold to; they are there to connect, learn, and relax. So make sure to offer creativity and value in your pins: humor, statistics, interesting facts, and beauty. Pinterest is about the senses; if your visuals aren't appealing to the eye and your words don't stimulate the imagination, your followers will move on.

Below, I've created a quick resources and how-to guide for Pinterest success. Begin by creating your business account. If you have a personal account, you can convert it to a business account. You'll find an analytics tool and other great business features to support your campaign. When you are ready to begin pinning, download the Pinterest button from the goodies page and place it on your website.

But first, you'll want to create a list of ideas and a collection of fabulous pins--your Pinterest plan. Here are a few ideas, tips, and resources:

Share infographics and checklists.

What are some interesting facts about your industry, consumer habits, or your product or service? If you are a coach or consultant--Pinterest isn't just for product companies, you know--create a colorful infographic about productivity or procrastination. If you are a florist, gather statistics on the most popular flowers, occasions for gifting, and other interesting tidbits about your industry.

Checklists are fun, too. A cleaning service could post a handy spring-cleaning checklist. Or how about a "things we need for the new baby" checklist created by a nanny service or baby-furniture retailer?

You can create these infographics and checklists in PowerPoint, but there are free templates and infographic creators available as well.

Evoke emotions, and make it shareable.

Make sure your images are pleasing to the eye and evoke emotion. Use enticing words and phrases that engage the senses. If you are pinning food, use words that make people hungry, such as succulent or mouth-watering. If you're pinning accessories for women, use words that make women feel sexy, stylish, and beautiful.

Teach with tutorials.

DIY ideas are hugely popular. Tutorials rank high for click-throughs and traffic generation. These, too, can be in the form of a checklist, infographic, or even video. What do you teach or manufacture? Create a stripped-down version to generate interest and get your audience engaged.

Engage with videos.

When you think Pinterest, you're most likely to think pictures, but videos are one of the  highest forms of engagement on the site. Pin your videos from YouTube, and get plenty of mileage out of them.

Use a call to action.

Everyone loves a bargain. Create a cool background image and overlay a coupon code or special offer. A call to action increases engagement by 80 percent, so include text like: Click Here, Repin This, or Comment Below. Make sure to include a link that makes it easy to buy the product.

Grab them with teaser text.

Create interest and curiosity with teasers like "five tips to a stress-free day" or "how to build your own chicken coop." Use attractive background images with eye-catching colors.

Boost your SEO.

Pinterest helps rank in search-engine optimization, so make sure to get your account ranked for keywords. Pinterest has a root domain that ranks high with Google. Use keywords in the About section, on pins, in board titles, captions, and links (type in a URL in the image description area). Also use hashtags.

If you add prices to your caption with the $ sign and a numeric value, it indexes you into Pinterest's popular Gifts category.

Schedule your pins.

You may be accustomed to scheduling your social updates. Not to worry; you can do the same on Pinterest with Pingraphy. Schedule a good number of your pins during the high-traffic times on Pinterest, which are early in the morning and late at night, with Saturday morning ranking top of the list.

Last updated: Mar 10, 2014

MARLA TABAKA

Marla Tabaka is a small-business advisor who helps entrepreneurs around the globe grow their businesses well into the millions. She has over 25 years of experience in corporate and start-up ventures and speaks widely on combining strategic and creative thinking for optimum success and happiness.




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