Do you use Pinterest? Perhaps it’s your go to place to inspire your next DIY, craft, or home renovation project. But did you know your business could benefit from being on it too? Pinterest is effectively a search engine – who is looking for what you do? I spoke to Pinterest expert Faye Strange, who is running a month-long Pin-Along to get people started on the platform, about how Pinterest can benefit your business and how to get seen there.
Here are 13 things you need to know about Pinterest.
1. Pinterest is a brilliant method of getting more visitors to your website
There are lots of different reasons why Pinterest is great for your website. With the right strategy and research your pins can reach exactly the right people who could be your potential clients or customers. Pins are evergreen so you can reach your ideal customer repeatedly for months and years. Pinterest beats all the other social media platforms in that respect because those other social posts disappear.
2. Pinterest is great for Google search
Your pins will often be shown up in Google image search. Pinterest can also help strengthen your ranking on Google. If you’ve got pins sending traffic to your website, that signals to Google that you’ve got a website worth visiting and people are looking at it. That bumps your ranking up on Google search.
3. It's easy to find out if your ideal clients are on Pinterest
There are a couple of ways to research whether your clients are on Pinterest. Start by doing some keyword research. To do that, type some words to do with your business into the search bar. Then you’ll see other words that people are searching for suggested to you. You can use that as a gauge to see whether people are using Pinterest and what they are searching for.
4. Pinterest is transparent about who their users are and what they are looking for
Pinterest regularly updates its news section with who is using the platform and what their personas are. You don’t get the same level of data on other platforms. Once you start pinning, you’ll see your own audience insights and their interests. Then you can really hone in on who is engaging with your content.
5. Focus on search terms to get seen
As long as you’ve got a solution to somebody’s problem, or you’ve got inspirational or beautiful products, there’s going to be an audience for you on Pinterest. You just need to make sure that you’re using the right words that people are searching for in your pins so that you’re getting to those people. Otherwise, if you’re just throwing pins out there and not doing that research, then you’re not going to see the results.
6. You need your own website to make the most of Pinterest
It’s vital to have a functioning website to get started on Pinterest. Your campaign can link back to Instagram or if you’ve got an Etsy shop, that’s fine. But if you really want to nurture those people coming from Pinterest, you have to have a route that they’re going to follow, so once they get to your website, what’s going to happen? You don’t want them to bounce off. You want them to either purchase or read your blog or subscribe to download something. Your website is really important.
7. You need content to pin
You need content to create pins with. You could repurpose some existing content from your social media. Or if you’ve got lots of lovely product pages on your website, you can use product posts. If you’ve got some blogs, you can create pins for those. If you don’t have a lot of content yet you can create it as you go.
8. Pinterest wants quality over quantity
Best practice has changed from what it was like 18 months ago, when people would tell you to pin 5 times a day, or 10 times a day. Pinterest really wants quality over quantity. One fresh pin a day is perfectly fine.
Reposting pins is no longer recommended. Pinterest doesn’t want that. The really important thing is that you’re pinning your own fresh content. You don’t need to worry about pinning anybody else’s content, unless you want to, maybe a couple here and there, but you don’t want to make it part of your routine. Don’t pin your pins repeatedly.
9. You can repost content by creating fresh pins
If you change the image on a pin it can go back to the same URL. So you can post back to a blog post several times if you change the image each time. You can repin the same image again to a different board if you want but you need to leave at least seven days in between. The performance is always best on that first pin.
10. There are different types of pins
Fresh pins – this is what Pinterest calls content that has never been seen before on the platform. These link back to your website.
Idea pins – use these to grow your audience on Pinterest and to increase your engagement. People who engage with your idea pins are going to see more of your standard normal clickable pins.
11. Video is important for Pinterest
Pinterest really wants people to post more video so video tends to be prioritized in search. It can be indexed a lot quicker as well. Video pins are clickable but it’s a bit harder to get to the link than it is on a standard pin.
12. You can use the Pinterest scheduler
Create your pins in batches. You can create different pins on Canva so it’s easy to make variations. Faye has a good technique for creating fresh pins which she will be sharing during her Pin Along.
Pinterest can learn your habits and your schedule so make sure you have a pinning strategy you can stick with and that you’re not going to go off too strong and then find it hard to sustain.
13. Pinners are planners
You want to pin with an eye to the future. Pinterest users are very loyal to the platform so if they’re starting something new or planning for the future, they’re going to go straight to Pinterest to get all their ideas. If you’re there ready at that moment when they’re forming their ideas, chances are, they’ll come back to you and keep clicking through your pins.
One way of tapping into popular trends is to look at the trending report on Pinterest and the weekly trends they publish. Then you can see what people are searching for and use that in your content as well.
The important thing to remember is that pinners are planners. They’re searching in advance. For example, you don’t want to create spring-themed standard pins in spring, you want to create autumn ones, but you could create springtime idea pins, that way you cover both bases. You attract attention with idea pins while your standard pins are being indexed and are there ready for when people want autumn content.