5 Steps for Business Success on Pinterest
In the past few years, Pinterest has become a real social media powerhouse. They recently hit the 100 million-user mark, and 93 percent of those are shoppers who have made online purchases in the previous six months. This means more and more businesses are looking to Pinterest as a serious digital marketing channel.
Finding business success on Pinterest requires more than simply setting up an account and pinning some images. Here are the top five things every business should be doing on Pinterest.
Optimize Pin Images
Image optimization is the single most important thing you should be doing on Pinterest. Images need to be at least 735 pixels by 1002 pixels to stand out in the feed. But this is just the first step. Consider these additional factors to create images that will perform well on Pinterest:
- Orientation: Vertically-oriented (i.e., portrait) images show up larger than horizontal (landscape) ones and therefore have a better chance of being noticed.
- Colors: Images with multiple dominant colors and those that have more red and orange tones tend to get a higher number of repins than single-color images or ones that are mostly blue.
- Background: Images that are largely background, such as product images on a mostly white background, don’t perform as well as images that show less background.
- Faces: As on most social media channels, images with faces in the shot don’t perform as well as images that just show body parts, such as hands or feet.
Optimize Pin Descriptions
While you’re optimizing your pins, don’t forget about the descriptions. Pinterest is a platform for search and discovery, so you want to make sure your pins are SEO-friendly. When describing your pin, be sure to use relevant keywords as well as a call to action that encourages users to visit your website or make a purchase. Pinterest allows up to 500 characters in pin descriptions. You should include the most important keywords in the first 75-100 characters, as the rest is hidden until users click on the pin.
Use Rich Pins
Rich pins automatically include additional details in pins from your website, like price, availability, and where to buy. There are six types of rich pins: apps, movies, recipes, articles, products, and places. If your business falls into one of those categories you should definitely be using them. In addition to the added credibility, these rich pins increase the repin-to-pin ratio by 82 percent and engagement by 20 percent, according to a study by Pinterest marketing firm Piqora. Pinners even get a notification if a product they have pinned has dropped in price, giving you a free email marketing opportunity.
Cross-promote Popular Pins
Your Pinterest and email marketing efforts should be working together. Make sure the images included in your emails are pinnable so that customers can add the images directly to their boards. Another great option is to showcase your most popular pins within emails to your customers. Adding this social proof to those pins that you include in an email is a great purchasing incentive for readers. In addition, you can embed Pinterest boards on your website, which not only allows people who aren’t on Pinterest to see your pins but also gives site visitors another opportunity for engagement.
Test Promoted Pins
Pinterest recently made promoted pins available to all U.S. businesses. Similar to other social advertising platforms, promoted pins show up in both search and category feeds. Promoted pins are repinned an average of 11 times and receive a 30 percent increase in earned media. The benefits continue even after the campaign has ended, with pins that have been promoted getting an additional 5 percent increase in earned media the month following. This is a great way to pay to get your pins in front of a larger audience.
The bottom line is that Pinterest is too big for any business to ignore. If you are ready to take your Pinterest marketing to a new level, contact Dream Local today. We can help get your account set up, optimized, and start getting you results.