Everything you post on social media impacts your personal brand. How do you want to be known?
Seth Godin, American author, public speaker, marketer, and entrepreneur says, “Marketing is no longer about the stuff that you make, but about the stories that you tell.” And we strongly agree.
With attention spans ranging from 3 seconds to 7 seconds on the Internet, do you think anybody has the time, or will even put in effort to read about what you think, feel, do, or want?
They will, only if it’s relevant to them.
The ICC T20 World Cup has just begun. With a brilliant victory over Australia last match, and Kohli’s power packed performance, India is all geared up for the big win this year!
On the other hand, Kamaal R. Khan tweets derogatory stuff about Alia Bhatt just before her birthday. While she acts cool cat about it, boyfriend Siddharth Malhotra gets on the defensive side.
Tell me now; which news was most interesting to you? Very simply put, if you don’t care about Alia Bhatt and K.R.K, you would’ve left reading the sentence mid way. Just how disinterested I was writing it!
Cutting to the chase, the idea is to make you understand that stories work only when you’re telling it to the right people!
Where does Pinterest come in to the picture, you ask?
Let’s give you a little background on Pinterest first.
If used smartly, Pinterest can be the game changer for your brand.
There is nothing that Pinterest doesn’t cover. Are you a retail brand? There’s something for you. Are you into digital marketing and development? There’s plenty for you too. Are you a home baker trying to reach out to fellow bakers? Guess what, there is stuff for you too!
The problem is the perspective. For most businesses, the intuitive action towards social media marketing turns towards giants such as Facebook and Twitter. No matter how niche your brand is, you’ll always find your target market on these channels:
Each of these present unique experiences to its users. But sometimes, there are other social media sites beyond this that tends to get overlooked – Pinterest, for example.
The power that is Pinterest
Pinterest, of late, has emerged as a prominent social media platform, especially among the women demographic. It provides them with a visceral platform that is strictly confined to images.
But can Pinterest be used to earn revenue?
Sure it can!
Just like any other social media platform, it all comes down to leveraging your brand’s proposition within the unique environment of the platform.
Pinterest is best known as a ‘bookmarking’ website. So share things that are worth bookmarking – this essentially means that users can pin their messages onto “boards”, which encourages users to organically share content.
Pinterest integrates a “search bar” for users that are looking to research new content. This tool accounts for the vast majority of their sales conversions.
Visibility of your pins
If your social media regimen is established on organic content, then it takes a while to build a responsive audience. This is where the Pinterest algorithm varies from other popular platforms.
When you share a pin, it can reap organic views for a prolonged period of time. If you adhere to a consistent Pinterest schedule, this can create significant long-term results for your business.
Social networks are a place to inform your fans about your core value proposition. Your main objective should be to provide value that inculcates trust in your audience. Pinterest users are looking for ideas and inspiration, not a direct pitch.
Pinterest is not as dynamic as some of the other popular social media websites. The entire platform is established on shareable images, which can serve as a double-edged sword for some marketers. On the one hand, it can limit the substance of your message, but on the other, it can draw users to your content through the use of visually appealing and engaging images and graphics.
Once you understand how to leverage the platform effectively, however, Pinterest can serve as a dependable source of traffic for businesses with products and services that fit the visually based parameters.
Here are some Pinterest statistics you cannot overlook:
Words “DIY,” “Cup,” and “Recipe,” Resonate Most
You might consider using some of the words that were highlighted in a Georgia Tech University study if and when they are relevant.
The institution collected data on more than 2.9 million Pins and 989,000 Pinners to learn about what drives activity on Pinterest. The table structures the words most common and recognizable for Pinterest users. We realize that it may be difficult to organically work these terms into your descriptions so we recommend taking a look at your Pinterest Analytics to get a better understanding of your audience and their likes.
Images Without Faces Receive 23% More Repins
Curalate examined more than 500,000 images posted by brands to Pinterest and found that those without faces were more popular with viewers.
Pins With Prices Get 36% More Likes Than Those Without
Product Pins make it stress-free for people to buy your goods. They include real-time pricing, availability, and where to buy. Pinners will also receive notifications when product Pins they’ve added drop in price.
According to a study by Shopify, Pinterest Pins with prices averaged 1.5 likes while those without averaged only 1.1 likes. While a difference of 0.4 might not be a game-changer, it’s notable when you consider that nearly two million people save Product Pins to one of their boards every day.
If you’re a retailer using Pinterest, not using Product Pins is a missed opportunity.
75% of Pinterest Usage Takes Place on Mobile Devices
People spend more time on their mobile devices than ever before, and Pinterest is no exception. The company announced in 2014 that 75 percent of all daily traffic comes from native mobile apps via phones and tablets. Mobile usage is especially high in the evenings and on weekends. For this reason, it’s crucial that your mobile website is functioning properly. This could make the difference between someone making a purchase and giving up. Even if you primarily use Pinterest on desktop, get a feel for the service’s phone and tablet apps to understand how Pinners will experience your content.
Perhaps in part due to its strong visual appeal, Pinterest has a female user base – females posted 92% of pins in 2014.
The following three traffic strategies are a good starting point for integrating Pinterest into you social media mix:
Create a board that is relevant to your audience
Pinterest is a visceral platform that’s different from any other social media site. This has forced marketers to step up their game when it comes to creating images. Don’t make the mistake of posting arbitrary content that doesn’t correlate to the core goals of your audience. Before you start implementing traffic generation techniques, create a profile of your target market. One of the fastest and most efficient ways to garner this information is by analyzing other authority brands in your niche. What specific topics are they posting about? What are the common trends that seem to resonate with their followers? Do your due diligence and pay attention to image titles, descriptions, and comments. Listen to what people actually want, and then tailor your images around those topics. When you narrow down the core desires and frustrations of your audience, your content will resonate at a much deeper level. Now, it’s your job to create thoughtful content that moves them towards the benefits they are looking to glean.
Create Long Format Images
Google has made it abundantly clear that they value the experience of their users. This has lead marketers to diversify their content through video and images. One of the most common trends to emerge from this process is the use of “infographics.”
Pinterest’s dimensions for posts allow for bigger and longer images. Since they provide you with more real estate, it’s probably a wise move to take advantage of these parameters.
The more space that you take up in the feed, the more opportunity people will have to engage with you.
Some additional tips that you can use to maximize the shares and likes of your pins:
- For every image that you post on a blog or website, include a “Pin It” button so that can users starting sharing your content
- Use succinct, benefit-driven body copy in your infographics
- Tall,portrait-sized images get re-pinned the most
- Wide, landscape images get scaled and resized according to the width limits
- Don’t post pictures of other people without their permission
Pinterest’s algorithm makes it easy to drive traffic back to your website. The key is to ensure your images correlate to your content. In general, the best way to generate leads from social media is to direct users to your blog.
Always make sure to put the URL of your blog as a shortened link in your image description.
3. Use Hashtags
There are conflicting opinions on Pinterest hashtag use, but when used properly, they can help people discover you on the platform. Similar to Twitter, the key is to use them in moderation. If using mass quantities of hashtags that don’t relate to your content, you may potentially hurt your search ranking.
Keep your hashtags relevant, and don’t use them as a substitute for engagement.
They say that “pictures are worth a thousand words”, and this is a testament to the Pinterest platform. Contrary to popular belief, people are making plenty of purchase decisions on Pinterest. If you’re providing valuable content, your followers are going to want to learn more about you.
What are some other traffic strategies that you use on Pinterest?