Have you got a Pinterest marketing strategy in place? Pinterest is often an underestimated and ignored social media platform. It’s generally not considered a serious marketing tool, probably because many people associate Pinterest with wedding planning and motivational quotes. 

However, these stats might change your mind. For example, did you know more than 5% of all referral traffic to websites comes from Pinterest? Furthermore, 200 million people use Pinterest every month and 87% of Pinterest users have purchased a product off the back of their Pinterest browsing! There are loads of opportunities to increase brand awareness, engagement, web traffic & even sales on Pinterest.  

In this blog, we’ll be covering all things Pinterest marketing! 

What is Pinterest?

Pinterest is not just for lifestyle bloggers and amateur chefs- it’s also very relevant to companies. Many brands will probably even find that their products have already been ‘pinned’ on the platform. 

Pinterest is a social media platform that, since its launch back in March 2010, has grown so large that it is today a recognised social platform at a global level. The platform allows users to create a community with other users with shared interests.

In case you haven’t used the platform before, Pinterest is essentially a cross between a bulletin board and a scrapbook.

Pinterest users can ‘pin’ pictures and videos that they want to save in different folders, depending on interests and content type.

Pinterest marketing
Example of a ‘pin’ on Pinterest.

The pictures are stored in so-called ‘boards’ – a form of digital bulletin board (see example below).

Example of three ‘boards’ on Pinterest

Pinterest is therefore used by many as a source of inspiration, for their personal life, work projects and more! 

Tip: A ‘pin’ contains an image, a small heading or explanation, and then a link to the source. For example, you could upload a pin with an infographic linking to the blog where it was originally posted. 

Users can either create their own ‘boards’ or follow other users boards. You can also ‘pin’ images & videos, which is similar to a retweet on Twitter. As with other social platforms, you can follow each other and discover content from these and other relevant posts in a newsfeed. Content spreads quickly, from user to user and from pin to pin.

Tip: Add a Pinterest button to your website to actively encourage engagement.

Benefits of using Pinterest marketing

With a Pinterest profile, companies have the opportunity to reach their target audience with relevant content – and actively encourage users to ‘pin’ their content. 

Advantages of Pinterest Marketing:

  • It’s easy for the user to engage with content
  • Inspire your audience
  • Generate sales
  • Increase web traffic
  • Gives your target audience easy access to information and a direct link to products or blog posts. 
  • Share useful content and thus gain trust and loyalty

Sponsored content

As with so many other social platforms, it is possible for companies to work with sponsored and paid content on the platform. Pinterest ads are part of the native content and look like regular ‘pins’. 

Using Pinterest in Your Social Media Strategy 

There are many ways to work with Pinterest. If you choose to use Pinterest as part of your social media strategy, the goal can be:

  • Branding
  • Increased level of knowledge
  • Traffic to the website
  • Increased networking on the platform
  • Increased sales

So how are brands using Pinterest?  Check out how popular fashion retailer ASOS, uses Pinterest: 

ASOS uses Pinterest to inspire their target audience, they’ve created different boards for different occasions and demographics, for example, gift guide, students, prom, and pride. Each pin that they’ve added links to the product, so users can easily browse it on their website.

Sainsbury’s also use Pinterest in a cool way, by posting recipes (which of course feature their products)

Step-by-Step Guide to Getting Started with Pinterest

1: Profile setup

To begin, you’ll need to set up a profile. Remember to keep your Pinterest profile consistent with your company’s visual identity. It’s free to create a business profile, which will give you access to analytics & ads.

Choose the right keywords
When setting up your profile, don’t forget SEO. Consider what relevant keywords your audience can use to access your profile and content.

How should “pinners” find your records? Start by searching for basic words in the search box. Relevant related topics will appear – these can help you select the right words to describe your boards.

Users can view your content by searching for:

  • Keywords – this will bring up pins 
  • Boards- boards of content that you create
  • People – your brand or products
  • Hashtags

This means that interested users can find your content by organic search, whether they are following your brand or not. Therefore, make sure that your biography contains relevant keywords for your brand.

2: Content

When your profile is ready, it’s time to upload content and get active! Work strategically by promoting your company’s presence on the platform and scheduling times for automatic posting of your pins.

Tip: With Meltwater’s latest acquisition, we now offer a management tool with the ability to plan and analyse your Pinterest marketing. Request a demo here! 

Make sure you add descriptions, hashtags & links to your Pinterest pins and boards.

Here are some quick tips for utilising your Pinterest profile: 

  • Keep a uniform visual look 
  • Make sure you own or have permission to share content
  • Keep your links up to date
  • Keep your description simple and short
  • Use hashtags to spread your content

What sort of images and content should you post on Pinterest? 

Typical pins should be 736 x 1102 pixels. You can use Canvas Pinterest template to size up your images.

Intructographics & Infographics work really well on Pinterest. If you’re a B2C brand, it should be fairly easy to find a way to incorporate your product into a recipe or DIY project. For example, Loreal Paris posts makeup tutorials and looks featuring their products. This is a great way to add value.

If you’re B2B, don’t worry! Pinterest can still work for you. However, instead of posting your product, help your audience solve a business problem or profile employees & influencers.

For example, IBM has a Women in Tech board with inspiring quotes & advice. FedEx, has a ‘DIY packaging’ board, and homemade gift ideas board. So, think outside the box in ways you can provide your audience value by posting content related to your product.

You can also check out our B2B Instagram blog for inspiration 

How to embed boards & pins to your website

Step 1: Go to Pinterest’s widget builder.

Step 2: Select whether you’d like to create a pin, board or profile widget. Note: you can also create a pin it button and a follow button from the builder.

Step 3 (for profile or board widgets only): For profile or board widgets, choose the size you’d like your widget to be. You can choose a square, sidebar, header, or custom. There is only one size for pin widgets.

Step 4: Click the Build It! button.

Step 5: Copy the code and paste it into the page where you want your widget to appear. Tip: Preview the page before saving your changes, just to ensure you did it correctly.

3: Analyse the impact of your Pinterest marketing efforts

Like all marketing activity, you should always measure the results. Pinterest lets you analyse your activity for free within a business account. You can measure the impact of your pins, reach, number of website visitors and more.

Particularly when starting out, you should analyse what content is getting the most impressions & pins. This will help you to understand what content is resonating, so you can create content that is similar.

Use this guide to get you started with Pinterest marketing.

This blog was translated and edited by Hannah Williams for the UK market. 

Would you like to know more about Meltwater’s Pinterest marketing tool? Fill out the form below for a chat with one of our consultants: