1. Create a Pinterest marketing strategy

Just as you would with any other social media channel, start by drawing out a social media strategy for Pinterest — don’t just jump right in.

Creating a Pinterest marketing strategy means:

• Setting SMART goals (Specific, Measurable, Attainable, Relevant and Time-bound). On top of gaining a following on Pinterest, do you hope the platform will drive traffic to your website, increase sales for a specific product or drive sign-ups for an event?

• Learning about the general Pinterest audience and the demographic that is most likely to use this channel.
  Learning about your brand’s specific Pinterest target audience.

• Learning about your brand’s specific Pinterest target audience.

• Considering what your competitors are doing on this social media platform.

• Planning and incorporating on-brand content for Pinterest into your social media content calendar.

Once you’ve set a clear strategy, you can begin working toward your goals.

2. Pin engaging, captivating content

Pinterest is a visual platform, so effectively using it for business means producing high-quality, engaging visual content to share.

So, what makes a captivating Pin?

• Vertical imagery. Data shows 82% of users browse Pinterest on mobile. Shoot for a 2:3 aspect ratio to avoid ending up with awkwardly cropped images

• Consider your image and video quality. You want to avoid pixelation, so aim for the highest quality image and video that Pinterest recommends.

• Descriptive copy. Good descriptions can help you improve SEO, add context to your images, and encourage users to click on links.

• Text overlay. Consider including a headline that reinforces your visual message.

• Tasteful branding. If it makes sense for your brand and corresponds to your Pinterest marketing strategy, incorporate your logo in your Pins so your brand doesn’t get lost in the Repin shuffle.

• Make sure your links work. Broken links won’t help your brand! Make sure the link with your Pin won’t go to a 404 and that it loads quickly to give Pinners the best user experience.

Finally, be consistent! Consistent, daily Pinning is more effective than creating a board and filling it up at once. And Pinning regularly ensures your content will reach a wider audience.

3. Try different Pin formats

Pinterest is an image-sharing platform, but it’s not just about photos.

Mix it up! Pin a video encouraging Pinners to shop at your e-commerce store or try adding multiple photos to a Pin to create a carousel.

Pinners also come to the platform for inspiration, with 85% of Pinners saying they come to Pinterest to start a new project. Consider also posting how-to Pins or inspiration boards to provide your audience with fun and valuable content.

4. Carefully plan your boards

As 97% of Pinterest searches are unbranded, your brand’s boards can help reach new Pinners interested in specific topics or learning specific things.

5. Optimize your Pins for SEO

Pinterest is a search engine, so make sure your business’s Pins are easy to find in a search! Include keywords in your Pins’ descriptions, on boards and in hashtags.

Rich Pins, designed to pin new content from your business’s website while avoiding duplicate content will also boost your brand’s Pinterest SEO.

6. Try out different Pinterest ads

Another effective way to market your business on Pinterest is with ads. Pinterest allows advertisers to target ads around keywords, interests, location, age and other metrics and categories.

And detailed audience targeting lets advertisers reach specific groups of Pinterest users, including:

People who have visited your website.
People who have engaged with your Pins.
People who have engaged with similar content on the platform.
A custom list, such as your newsletter subscribers.

From video ads to collections to promoted Pins, there is a range of ad types available on Pinterest.

7. Track the metrics

A successful Pinterest marketing strategy is data-driven. In other words, tracking, measuring and analyzing key Pinterest metrics and audience behavior helps social media managers see what content performs best and what content is a little less engaging

8. Promote your Pinterest profile

Finally, make sure your loyal followers from other platforms know you’re also active on Pinterest. Promote your Pinterest profile:

By linking to your Pinterest profile on your company website.
Including the link in your email signature.
Cross-promoting your Pinterest business account on your business’s other social channels.
Sharing the news of the Pinterest profile in a company newsletter.

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