How Does Pinterest Marketing Work?
In this Article:
I'm about to say something that you've probably heard me say before...Pinterest is a visual discovery engine, in other words, it's a search engine. It's not "similar" to a search engine or a social media platform that acts kind of like a search engine; the sooner your brand understands this, the sooner you'll learn how to make it work for your brand.
Now that we've established that Pinterest is about getting discovered, let's also talk about another important factor. Something that drives people in, something that makes Pinterest stand out from the rest...Pinterest makes people feel good.
In fact, almost 8 out of 10 Pinterest users say that the platform makes them feel good. When you combine the power of search engine marketing and combine this with a platform that's known to make a positive impact, you create a win-win situation for brands and consumers alike.
In this blog post, I am diving a bit deeper into how Pinterest works and sharing my tips and insights based on what I've seen work for the many brands I've supported on the platform.
How Pinterest Marketing Works, A Deeper Dive
To truly leverage Pinterest, you need to approach it with an SEO mindset. Think of it like Google but a visual experience: people go on Pinterest to search with intent, meaning they're already looking for something specific, they want to learn something new and this is your chance to stand out.
So, how does Pinterest marketing work? While Pinterest can be used in all stages of your marketing funnel, many brands will find that they see the biggest return on their investment when they use the platform to send traffic to their top-of-funnel content and offers.
So, keyword research is key to success on Pinterest; it's also not just about understanding keywords but really understanding what makes you unique as a brand and what makes your product unique. Most searches on Pinterest are non-branded, which means that while your potential readers or buyers may be looking for something specific, they aren't using brand-led keywords.
They are searching by intent and for something specific.
For example:
Instead of searching for "Lululemon yoga pants," a Pinterest user will be more likely to search for something like "Comfortable purple yoga pants." The keyword is specific and represents exactly what they are looking for. This gives smaller brands equal chances to come up in searches and get discovered by their ideal buyers.
Because Pinterest users tend to use a variation of both short and long-tail keywords, meaning their searches could be vague or very specific, it's your job as a brand to create content that will help them at various stages of the journey.
If we take the same keyword as an example, for my clients, I would approach this two ways. I would create Pinterest content that links directly to a landing page where the yoga pants are sold, and in addition to that, I would also create Pinterest content that sends traffic to a blog post about the yoga pants; this could either be a style guide or dive deeper into the benefits of these specific yoga pants vs similar ones from the competition.
In addition, we'd also send traffic to a landing page that captures an email in exchange for a coupon. For some brands, this is also simple and something you could embed in a detailed blog post.
You want to create opportunities for your potential buyers to stay in your world. This is where your top-of-funnel comes in, and you get to continue to nurture them and guide them to hopefully seal the deal and make a purchase.
But even before we get there, as a brand, you'll be doing in-depth research, which will include a SWOT analysis, keyword research, and creating a Pinterest strategy that will include account optimization, board creation, potential blog content that you'll be able to use in your top-of-funnel strategy (or other content formats) and you'll rinse and repeat as needed.
Because Pinterest is a visual discovery engine, when we're dealing with evergreen content (keywords that aren't time-bound or for a specific trend or season), you have an opportunity to stand out and continue getting discovered for years to come. It's not uncommon for me to find Pinterest pins that drive traffic for my clients from five+ years ago.
If you plan on having your team work with Pinterest, please, please, please understand that if you take the organic approach, it will take time for your content to come up in searches.
Now that you understand some of the basics let's dive a bit deeper.
Pinterest vs. Instagram for Marketing
Interestingly enough, Pinterest vs Instagram marketing is a search that so many people do. While I do believe that Instagram marketing is great, it's important for you to understand the differences between Instagram and Pinterest.
The biggest difference is that Pinterest is a visual discovery engine, and Instagram is a social media platform. Let's dive a bit deeper.
Pinterest:
Visual discovery engine and your content has the potential to come up in searches for months and years.
Pinterest is keyword-focused; without keywords, your content will likely not come up in searches.
Big on video marketing, over 1 Billion videos are viewed daily on Pinterest.
Content can also be shared in various formats, video pins, and graphic pins; format can be flexible, but it's best to aim for vertical content.
Pinterest is known as a happy place on the internet, and research has shown that positive platforms impact performance.
While the platform does go through changes, if you really understand the foundations and how to find the keywords that your ideal readers and buyers are looking for, as long as you follow their community guidelines and provide a good experience, you're golden.
Instagram:
Social media platforms, and while people enter various search terms in the search bar to find what they are looking for, your content shelf-life is much shorter.
Instagram stories are great for nurturing your community.
Content can be shared in various formats, such as graphics, carousels, videos, stories, etc.
Constant algorithm changes, but many creators and brands still prefer Instagram over other platforms.
While I could go on with the differences, I always encourage brands to find what works for them; while I am biased towards Pinterest and other types of evergreen marketing, I do recommend Instagram to many of my clients, and we incorporate this platform in their content strategy as well.
Why You Need a Pinterest Marketing Manager & Strategist
You built your business to focus on what you do best, not spend hours each week doing keyword research and making sure that your Pinterest content drives the results you want and need.
This is where a Pinterest Strategist & Manager comes in. When you work with someone like myself who's been working with the Pinterest platform for over eight years, you get the best of both worlds; you can take a step back and let me handle your Pinterest marketing while doing what you do best in your business.
What is it like working with a Pinterest Strategist and Manager like myself?
Here's a step-by-step of your experience:
We'll have a discovery call.
We'll talk about your business, your goals, and the type of content you currently have.
If I have any doubt that Pinterest may not be right for your brand or that I would recommend a different approach, I'll be upfront and tell you.
If we establish that Pinterest could be a good option for your brand, I'll send you a detailed proposal.
Should you choose to move forward, you'll receive an onboarding questionnaire where I will gather everything I need to onboard you as a client.
During the first 10 to 14 days, I'll do research, audit your current account (if any), and create your Pinterest strategy. I'll also create a content inventory, and then we'll meet to review everything. This can be different from brand to brand depending on where you're at with your Pinterest efforts so far.
After our strategy meeting, if you give me the green light, I start optimizing your account, creating content, and sharing content based on our strategy.
We meet once per month to go over progress and results, and I also offer the option to receive a monthly Loom video update if you prefer that over meetings.
Why is there a delay between the time I onboard you as a client and start posting to your Pinterest account? I know how exciting it is to get started with Pinterest, and it's completely normal to feel eager about everything.
The truth is most service providers do need this time in order to do research and create a unique strategy. Pinterest marketing is more than just posting one pin after the other; we need a strategy to get discovered by those who need YOU and your brand the most.
Suppose you're a marketing agency or have an in-house marketing team. In that case, I can also work alongside your team to establish a strong Pinterest strategy that they will be able to maintain and manage on an ongoing basis.
Get in touch if you'd like to chat about services.
Pinterest Marketing Strategy
No two Pinterest marketing strategies are the same. What works for one brand may not work for another, but the fundamentals remain the same. A strong Pinterest marketing strategy starts with understanding your audience. Knowing who your ideal audience is and what they are searching for allows you to tailor your content to their needs.
Pinterest users come to the platform with a purpose, whether they are looking for ideas, products, or inspiration. By aligning your content with what they are searching for, you can increase your visibility and engagement.
Keyword optimization plays a crucial role in Pinterest marketing. Using the right keywords in pin descriptions, titles, and boards ensures that your content appears in relevant searches. However, simply using keywords is not enough. You may enjoy this blog post where I share a Pinterest strategy for bloggers.
Consistency is also really important for a Pinterest strategy. Pinterest favors accounts that pin regular fresh content, so maintaining a regular posting schedule is important.
If this year is the year you really want to leverage Pinterest for your business, get in touch.
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