Guest Post by Vincent Clarke
Pinterest is a digital pin board where users upload and share images that they find particularly engaging or beautiful. In less than three years it has become the third largest social network, with over 10 million users. If you’re interested and engaged with the aesthetic side of marketing, Pinterest can be a huge source of referral traffic, high quality leads, conversions, and repeat sales if approached correctly.
In the last few months I’ve been very aggressive with Pinterest and the results have handily exceeded my expectations. Here I’ll be discussing some very quick tips on how your business can leverage Pinterest to generate traffic, increase your social outreach, and get conversions as a result.
The most important component of your Pinterest strategy must be your content. Without the right content, you’ve got nothing. Since Pinterest is completely image-based, engaging visuals are the key to finding and building your Pinterest audience.
Have your products professionally photographed and display them in a unique, appealing way. Other content like images of accessories, infographics, packaging, and customer relationships provide that visual diversity that your company needs to widen and improve your social presence. This is the most crucial part of your Pinterest strategy.
Next you want to identify and partner with some of the bigger names on Pinterest. These users pin on an almost religious level and have gathered an enormous following solely because of the popularity of their tastes. But don’t just go reaching out to the overall top users of Pinterest.
Instead, focus your outreach on pinners that are specifically related to your company niche or relevant to your topic. Build a genuine relationship with individuals and award those that actively promote and positively review your brand and products.
From there you’ll want to make sure that you’ve optimized your sites and blogs for Pinterest. External social campaigns are all about expanding your outreach to attract new followers and target bigger audiences. The most basic way to do this is by adding social buttons to your media and site resources.
Add a “Pin it” button directly onto your product descriptions. Actively promote your Pinterest profile across your other social networks. Embed a Pinterest button next to your company information and actively mention your progress on blogs or news posts for the company. If possible, encourage your employees to do the same.
Your main mission is to attract new visitors to your company website and product pages. With each image that you pin on the platform, Pinterest will allow you to link to any site of your choice. This could be the product page for the image you’ve posted, or the general homepage for your online business.
Either way, create separate boards that will allow you to better categorize your various products. Pinterest even added a feature recently where you can add a price to an image that directly corresponds to a company product. Use this to your advantage to really break down and target your profile to the buying Pinterest community.
Finally, you’ll need to keep track of your progress. Use data analysis software like Google analytics to figure out just how much traffic you’re gaining from Pinterest. You should also make a note of how many conversions you’re getting and from what products in specific. Are they the products themselves or the way your photographed them? Ask yourself how you can improve and constantly test new strategies with this method. Remember though, all of your effort will be in vain if you have nothing interesting or unique to offer.