Pinterest Marketing 101 from Noob to not so Noob

Pinterest Marketing 101 from Noob to not so Noob

What is Pinterest?

»Pinterest’s CEO Ben Silbermann summarized it as a «catalogue of ideas» that inspires users to «go out and do that thing», rather than as an image-based social network.» But this doesn’t mean that we can’t use it as a way of showing content we create that can be useful for the users.

In Pinterest you can share images in what they call ‘Pins’, which are just the image plus a title and a description.

This is what is different from Instagram, you can actually put the link to your website, so that when someone clicks on it they go to your website.

Thetowerofscience younghumans, example of pinterest pins

Those pins can go into what they call boards, which is just a »place» where you can put all the different pins that are related to the same topic to make it easier for users to find.

These ‘Boards’ can be for anything as per your preference, in my case the topics revolve around the interviews for younghumans, health and human behavior.

But you can choose your own topics and even in things not related to your product so that people can know you even from comon interests

Thetowerofscience pinterest example of boards

The objective is to share useful content that might help your brand get more traction by reaching potential customers, and since it is usually a pain to learn how to use a new platform let’s go with a step by step guide.

How to start 

  • Create a business account: You simply have to register and go for the option of creating a business account so you can start taking a look at the analytics and different perks

  • Do your bio and put keywords for what you are doing and what people can find you for

  • Search for the keywords that you are going to use and see what people use (which are the popular pins for those categories)

Why use a business account?

Photo by Carlos Muza on Unsplash

Different Terms of Service

The terms of service are a little bit different for a business, so be sure to read through them. The difference comes from the fact that you are using the account commercially.

You’ve still got the same Acceptable Use Policy and Pin Etiquette Policy, but there are a few guidelines for commercial use:

  • Don’t promote spam
  • Don’t ask pinners to vote with a repin or like.
  • Don’t run contests, or promotions “too often.”
  • Don’t “suggest that Pinterest sponsors or endorses” your business.

Educational Marketing Materials

Pinterest doesn’t just give you the platform, they are creating educational marketing materials to teach you how to maximize its effectiveness for marketing your business.

  • Pinstitute – interactive workshops to connect with pinners, and get a bigger return from Pinterest
  • Webinars and resources for small businesses

Pinterest Analytics

When you verify your account, you get access to tracking information. You’ll be able to see which strategies and content work so you can constantly improve your marketing.

Different Settings

You get to use your business name instead of the typical First + Last Name formula.

Now that we know why it is interesting to use a business account let’s venture into how to use Pinterest.

How to find Keywords: Practical Example

Example 1: Career keyword

The moment you start typing, Pinterest will start suggesting topics that are popular based on the search term.

You will see them as you write, those are usually some of the most popular and once you click enter, you will be able to see all the most searched keywords related to the topic

Thetowerofscience younghumans of science, how to find keywords in pinterest

Colors used #f5c951

Now, you can start pulling these keywords and creating long-tail keywords that you can use in your profile & Pin descriptions. (The long tail here is a reference to the popular article of the long tail by Kevin Kelly.)

Usually the first options you get only give you a broader segment. So if you really want to go full into the long tail the next step is to click on the different terms and see the keywords that come then.

This is useful because it is usually quite hard to rank first for a broad category as career, find more words that apply better to your content and then go for an even more narrow search.

This way you have a higher probability of being seen.

When you do this, it isn’t only important to find the keywords to use but also how the pins that are ranking the best look.

So that you can see what people who might be in your niche like and make content that carters better to them. 

See the colors and patterns that are more popular, which kind of pin is it, is one with words, does it only have images.

Which are the colors they are using in those pins and which kind of elements do they use on the images?

For example in the case of career

  1. They all have text
  2. They use images but all of them are blog type

Example 2: Lifepath Keyword

  1. Lifepath keyword only gives numerology images which in the case of this blog means that it isn’t the kind of public we are searching for and this helps us save on keywords by knowing that this one wouldn’t work as well.

Another interesting factor is to see what kind of images they use for the keyword you want to go for since this would tell you the kind of images you should prioritize.

In the case of career you can see that many of the images Pinterest use women so using more images that carter to this sector would be better.

Google and Pinterest

A second method we can use is to search for the keywords in and their relevance in google.

The keywords that are popular Pinterest tend to match the ones on Google so we can use that as a guide and then optimize it so that you can have something that is more attuned to the values of Pinterest

Step 1: Research keywords.

  • Use the same methods as you would use in order to optimize the keyword search for SEO and apply them to find the keywords

Step 2: Add your keyword/keywords to your pin titles.

Step 3: Add your keyword/keywords to your pin descriptions.

Step 4: Add your keyword/keywords to your pin image file names.

Thetowerofscience example of pinterest pin image and how to use hashtags in title and description and add link to your webpage

Once we know how to optimize the pins, the next step is to see how to optimize our Pinterest profile.

Keywords and optimizing your profile

Your entire profile is searchable on Pinterest, so we make sure you’re taking advantage of all the places that you can put keywords in.

Your name and bio

Write a keyword-rich bio to make use of the searchability, make it so that you description speaks about what you do and who you do it for.

Board title and descriptions

You can also apply your keyword search to the board description and titles.

Once you figure out topics that:

  • Integrate seamlessly with your brand
  • Help your target audience in some way
  • Attract people that will pay for your services/products

In order to be able to add a description to your boards you just have to:

  • Go to boards,
  • Find the one you want to modify,
  • Click on the pencil icon and voila you can start editing

Basic Design of your account

Choose a cover board

Pinterest allows users to choose a cover board that shows pins, from a board at they decide, in that cover board.

The individual pins aren’t clickable, but there is a link to that board at the corner of the cover design.

This means that you can choose the board that you think represents your business in the best way and change it with time as you start seeing which are the boards that are more popular.

Here is how the link appears to users accessing your profile.

Here is how your board appears to you and how you can actually choose the board that appears on top. You can also decide to let it show just the latest posts you have.

Featured Boards

You can choose the five boards that appear directly below your profile. These appear directly underneath your name and bio.

How to create a great pin 

When it comes to creating content for Pinterest, there are a few very specific tactics that you need to utilize. 

Optimal sizing

Pinterest recommends vertical pins over horizontal pins. Part of this is because vertical pins help create a more cohesive look.

The optimal size for a Pinterest graphic has a 2:3 ratio. The maximum size a pin can be before getting cut off at the bottom is a 1:2.8 ratio.

So knowing this try to get the pin to look the best it can by choosing vertical images that can fit these criteria.

Logo placement

For brand strength and recognition, you want to make sure you put your logo on every single one of your pin graphics.

Find ways to make the placing of your logo play with the image so that it becomes one more fun element of the whole and when this isn’t possible try to make it as unobtrusive as possible

High-quality images

Put yourself in a position for success on Pinterest by using beautiful, high-quality imagery within your pins. A great source of stock photos that I use for my articles is Unsplash but there are many more.

Using multiple photos together in a collage can also help your pin’s performance, but try to keep it around four images or fewer so it doesn’t look overcrowded.

It’s also important to ensure that your images are at least 600 pixels wide to look best on the platform. (To keep in line with the 2:3 ratio, this would be a minimum of 600 x 900 pixels.)

How to pin from your website

You can add plugins to make it easier for people to share the content from your site on Pinterest.

A good option is the plugin Pin It Button for WordPress where you just have to install it and select the parameters you want to make sharable and it already starts working

By making it easier for users to share your content you can make increase your chances of growing your platform.

And now you should already be able to see the statistics in Pinterest based on device, in my case I obtained a better engagement with mobile but I managed to get way more impressions for desktop.

Pinterest Analytics

With Pinterest analytics you can:

  • View link clicks (website traffic) compared by device (mobile, tablet, desktop)
  • Compare the performance of your organic Pins vs. paid Pins (Promoted Pins)
  • View the engagement generated by Pins from other claimed accounts like Instagram and Youtube

How find Pinterest analytics:

Go to your business account and go to analytics and there you can find overview.

By clicking there you can find the analytics for your pins and there you can choose to see data from up to 90 days before the current day. 

The metrics you can check are summarized here by Pinterest and here is also an image from the results I obtained in 1 week.

Metrics definitions

  • Impressions: The total number of times your Pins were shown.
  • Engagements: The total number of engagements on your Pins. This includes saves, closeups, link clicks, and carousel card swipes.
  • Closeups: The total number of times people viewed a close-up version of your Pin.
  • Saves: The total number of times people saved your Pins to a board.
  • Link clicks: The total number of times people have clicked on your Pin to a destination on or off of Pinterest. 

  • Video views: the number of views for at least 2 seconds with 50% of video in view
  • Average watch time: the average time someone spent watching your video
  • Saves: the number of times people saved your video Pin to a board
  • Link clicks: the number of video Pin clicks that drive to a destination, on or off Pinterest
  • 95% views: the number of times your video was viewed to 95% of its length
  • Total watch time: the total watch time for your video in minutes

For more details on the different analytics you can see pinterest’s article on the topic .

Tips for optimizing your profile:

Write interesting Pin descriptions

Write what you pin is about and don’t only try to stuff it with keywords, make it so that the description is engaging and if you still need to add some keywords do it with up to 20 #

Try to always add a strong call to action. In your pin’s description, add a little something like:

“Repin to your own inspiration board.”

Pin in the optimal ratio

Pinners have gone mobile: 85 percent of all Pinterest searches happen on smartphones. That means Pins with vertical images tend to perform better than squares or horizontal pictures. 

Best Times to Pin

»According to SocialFresh, on average, the best times to post are 2PM – 4PM EST and 8PM – 1AM EST; and, on this post on the best times to post by HubSpot they found that Saturday morning is the best time to post.» from Neil Patel’s website

03 besttimestopin

Claim your website

Pinterest prioritizes Pins that are created by the owner of the appropriate website. To connect your website with your content, you’ll need to claim your website.

Claiming your website, you’ll unlock additional analytics on Pinterest and website content performance.

After going there you will find your website address and you just have to click Claim and after doing it you will get an email within 24 hours and just click on the link they send you and you are done.

Engage to Build Relationships and Gain New Followers

Now that you know what kinds of pins are popular and how to get your pins seen, the next step in Pinterest marketing is to use your pins to build relationships with followers through kindness to increase your reach

Knowing what users look for when following other accounts will allow you to give them what they want and, in turn, grow your following.

If you have sharable content on your website it should do well on pinterest.

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