If one thing is clear when it comes to the digital marketing landscape, it's that there are a ton of choices out there when it comes to where and how you spend time and money for your business. Some of these avenues, such as Facebook ads and Google ads, typically gain much more attention in the marketing world than others. 

One marketing channel is Pinterest, which doesn't get as much love as its social-media counterparts, outside of niche bloggers, foodies, and fashion brands. With the company going public, along with it generating over $750 million in revenue in 2018 alone (a 60 percent leap from 2017), it's clear the social-media app is making big-time moves. On top of that, with 250 million active users, more than half of whom report making a purchase after seeing a product advertised on Pinterest, it's clear how fast the Pinterest community reaches for their wallets relative to other social-media apps.

Because of its wide reach and selling potential, Pinterest may very well be the secret weapon you've been looking for. Here are some ways to get started with the channel.

Know what Pinterest is great for.

Before jumping onto any social-media platform, it's important to familiarize yourself with the "language" and nuances of the network -- especially one with a community as tightly knit as the one Pinterest has. This will allow you to better fit the platform into your overall marketing strategy.

One thing to keep in mind is, generally speaking, Pinterest works best for businesses that sell products as opposed to services. While there are exceptions, such as travel agencies, it rings true for the most part. This makes Pinterest a terrific place to showcase highly visual product photos, branded lifestyle photography, and other similar content.

Convert your profile to a business profile.

First things first, if you haven't done so already, be sure you're operating with a Pinterest business profile as opposed to a standard account. This will give you access to the detailed analytics that comes with a business profile and enable you to go from casually perusing Pinterest to driving real results for your business. 

On top of the data and insights, you'll also be able to connect your Etsy, YouTube, and Instagram accounts directly to your Pinterest profile, making it easier to increase your follower count and overall visibility.

Create pins tailor-made for Pinterest.

Without eye-popping pins, it's unlikely your brand will stand out on Pinterest. Luckily, by using a free tool like Canva, you can easily drag-and-drop photo fonts into premade templates designed specifically for Pinterest. Also, don't forget to optimize your pins for search by adding in relevant hashtags and keywords before posting.

Take advantaged of prescheduling tools.

Just like any other social-media platform, publishing on Pinterest can become time-consuming, which makes prescheduling tools super helpful. To start, try out tools like Hootsuite and Tailwind. Because it started out as a Pinterest-specific scheduling app, Tailwind is particularly useful for the platform with features like SmartLoop , which automatically posts and recycles older pins.

Take advantage of paid advertising on Pinterest.

As unfortunate as it is to say, the days of not needing to pay for social-media exposure and success are long behind us. Today, if you want to leverage social to the best of your ability as a brand, you've gotta pay to play. The direction Pinterest is headed in is no different.

To take full advantage of Pinterest, you'll need to use paid ads on the platform. Luckily, the company has gotten creative with the variety of native ads available to brands. Whether you choose to go with Promoted Pins, video ads, carousel ads, or something else, Pinterest has plenty of options to test. You can also try out their new "Catalogs" ad option, which allows businesses to upload their entire product list to Pinterest and have them each automatically turned into individual pins.

Keep your Pinterst boards organized.

One of the biggest mistakes many companies or individuals make when first starting out on Pinterest is not taking the time to organize their pins to enhance customer experience. Instead of piling all your content into one board, create multiple boards to address specific pain points your customers are experiencing. This will go a long way toward making your content more shareable.

These are just a few ways to see if Pinterest is right for your company when it comes to gaining new customers and cultivating a deeper connection with existing customers.

Published on: Apr 30, 2019
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