Three Key Pillars of Pinterest Marketing
Woohoo! You have set up your website, you got your Etsy, Shopify, or other sales platform up and running. You have been working on Facebook and Instagram outreach. Now you are looking at other marketing solutions to get traffic and increase sales. Lately, you have heard that Pinterest is a traffic-driving wonder, and everyone is reaping the rewards of using a pinning strategy to grow their traffic.
You know you should start pinning but you do not have the slightest idea of where to begin. I would like to share with you 3 key pillars you need to have in place before you consider starting a Pinterest campaign for your small business.
Pillar 1 of Three Key Pillars of Pinterest Marketing: Content, Content, Content
People reach out to me all the time asking about my services, they are eager and ready to get on the Pinterest bandwagon – now! Great, awesome, but before I take on a new client, I have to determine if they are “qualified” to take on a Pinterest marketing strategist. What content is on their website? Do they even have a business blog? Is there substance there or is it just a landing page?
It is important to know: YOU NEED SOME KIND OF UNIQUE CONTENT. Yes, you can share pins of product photos, images from your supply, and links to the pages on your site. However, fresh, new content is what will drive traffic and build trust with your ideal customer before they decide to make the coveted purchase.
Why Do You Need Content?
Content on your blog personalizes your brand. The posts you publish for potential customers will help them get to know and trust you as a reliable source of information, the point is to offer an incentive to get them to consider your products when making purchasing decisions. Content marketing is key to any online business, and providing value in the form of written (and audio/video) content will help you rank higher in search engines, garner more shares online (and hence more exposure), and will generate traffic to your site getting more eyes and attention on your products and offerings. Bonus points if you can tailor your content to attract the attention of a ready-to-buy visitor, by targeting keywords and topics in line with that stage of the buying cycle.
When they are ready to make that purchase you need to be top of mind. You can tailor your content to attract the attention of that ideal customer by using those articles, videos, or podcasts (loaded with keywords, by the way) to explain why your product is the best.
Written Content Is Not Always Necessary
If you are not a born writer, or you do not have the budget to hire one, videos can do the same job. They do not need to be long, lengthy movies, either. Short descriptive videos and tutorials giving more detail about your work just as well. It is important to embed the videos on your site, not simply have a link to them on YouTube or Facebook. Here is where those analytics come in: you can track the traffic you are getting from Pinterest and watch how your visitors poke around your site and check out whatever you sell.
Vital Note about SEO: You will still want to have a transcription of the video included in the post. This way Google can crawl your website, know what it is about, and possibly list it in the search results when shoppers Google the keywords and/or phrases you include in the video.
Pillar 2 of Three Key Pillars to Pinterest Marketing: Compelling, Relevant, and Hi-Resolution Images for Your Graphics
Creating content will give you something to pin, but Pinterest is a visual search engine, so you are also going to need graphics that are pin-worthy. This second pillar is all about what to consider when sourcing your images or deciding what to pin.
Clear, beautiful photos that catch the eye and entice people to click. The image is what the pinner will see first, and you want it to make them pay attention. Images should be clear, crisp, and high-resolution. Believe it or not, the algorithm used to determine what pins to show will actually ding you for pinning low-res stuff!
Tip: Once you reach the limit with your product images, use stock photography. But only as long as it is relevant to the information in the post or page behind the link.
Bonus Tip: Pinterest is where people come to dream, to plan, and get inspired so make sure your pins give them a chance to visualize your product in their own lives and homes. For example, wall art hung creatively on a bedroom wall. DIY mason jar lights hung in the garden. Your pin’s sole purpose is to invite your customer to imagine your product in their home, their business, and their life.
Pillar 3 of Three Key Pillars to Pinterest Marketing: Time (and Money) to Invest in Getting Started with Pinterest
Truth be told, an effective Pinterest marketing strategy is more than just blog posts and pretty pictures. It takes time, energy, and resourcefulness to research how to reach your ideal client through their Pinterest searches.
Why Does It Take So Long?
The account setup takes effort to create and establish your profile with relevant boards, ideal keywords, rich descriptions, and catchy titles. Then you need to apply for Rich Pins, verify your website, and follow relevant pinners and boards. Next, is to establish connections with other users, choose your niche, and optimize a Pinterest scheduler that suits you best. Finally, you must thoughtfully design your own pins, as well as search for others’ content to share, prove to your audience that you curate high-quality content, and can be relied upon as a valuable resource for information, ideas, and solutions. It takes time to build a following, get your pins consistently circulating, your content ranking in keyword search results, and to gain traction so you can garner an increasing stream of visitors making their way to your site and offerings.
The key point here, there is no instant gratification with Pinterest. Patience, persistence, and solid strategy are required. This all takes time. And time is money. So, if you are too busy running your business, but you know you are missing out on the organic traffic and sales that Pinterest can deliver, it is time we talk!
Managing Pinterest Expectations…
Whether you are DIYing it or outsourcing your Pinterest account management, you must manage your expectations. It will take a few months of strategic implementation, up to three to six months, and consistent effort in scheduling and pinning to see the pay-off.
Beat the Learning Curve – join my community!
To help you get started, download my free Pinterest Audit Checklist and join my Facebook group where you can get the latest updates on Pinterest strategy and community support as you delve into the profitable world of Pinterest marketing!