How to do marketing on Pinterest

Pinterest is considered by many companies to be a social channel on par with Facebook or Instagram.

In reality, Pinterest users are mostly not interested in creating new social connections but rather in searching for content for their questions or mostly inspiration.

This means that Pinterest could be considered more as a kind of search engine, such as Google Images might be.

Marketing strategies on Pinterest 

There are some marketing strategies on Pinterest that can be used by any company to acquire new customers.

You can start using Pinterest to add value to your content and drive users to your corporate website or blog. To create a marketing strategy with Pinterest, it is necessary:

• To know your target audience;
• To leverage the capabilities of Pinterest for SEO purposes;
• To optimize the images of your Pins.

How to understand your target audience for Pinterest

If you know the target audience you want to address your communication, you will consequently know what kind of content to create and which topics to cover.

Your Pinterest profile should be optimized to engage your niche audience, so it's important to take care of:

• The biography: within the biography, you need to include beneficial information and details that you can offer to your users, in a clear and concise manner. You only have 160 characters so make good use of them. Moreover, it's important to insert a call to action, which is a prompt for an action such as a button to click on your website;
• The profile picture: Choose a profile picture that represents your business activity, you don't need a professional photoshoot, as you can also use a good smartphone and proper lighting to get high-quality pictures;
• The profile name: To create your name, you have at your disposal 30 characters, among which you should try to include some keywords that relate to your field of expertise, because by doing so, when a user searches for that keyword on Pinterest or Google, they will have a higher chance of seeing your profile among the top search results. 

How to leverage Pinterest's potential in terms of SEO

To envision Pinterest as a search engine also means knowing how to use SEO (Search Engine Optimization).

This means that you will need to create your content optimizing it so that it is displayed among the Please note that I stopped at the same point where the provided text cuts off. If there is more text to translate, please provide the continuation. early results from the smart feed of the social channel.

The Pinterest algorithm, catalogs the Pins it considers most important and relevant in response to searches, so it works just like Google.

To ensure that your users on Pinterest find answers to their needs, your profile must be optimized according to certain criteria: 

• Create boards: to do marketing on this social channel, within your boards there must be content capable of engaging your target audience, which should obviously be based on the field of expertise of your business;
• Incorporate keywords: on Pinterest, as on any search engine, it's important to use the right keywords to reach the audience. Keywords to be indexed by Google, must be included within the boards and Pins, that is, in the name and description. Moreover, users on Pinterest can search for pictures by setting filters and entering related keywords suggested by the social network's algorithm. Therefore, it is very crucial to choose the right keywords within the boards.

How to optimize pin images on Pinterest

Pinterest is a social network where only visual content is shared, this means that it has to be of quality.

If you want your content to be shared, one of the visual elements you could create to also integrate information about your company might be an infographic, or anyway visually striking images and preferably vertical.

How to use a business account on Pinterest

Here are some tools that can be found by activating a business account.

Leveraging marketing informational content 

Pinterest does not merely offer you a channel for content sharing with your users, but within it, you can also find informational material, explaining how to use the platform to improve all the marketing actions for your company. Among these are:

• Webinars and some tools for businesses;
• Blogs covering the latest news from Pinterest.

How to view analytics data on Pinterest

Pinterest Analytics is a tool that allows you to view certain monitoring data are very important.

Thanks to this information, your company will be able to identify content and strategies to improve marketing activities.

With the analytical data provided by Pinterest, it is indeed possible to find very important information about a company and its target audience, about the performance of the profile and Pins, about the interests of the audience, and about the traffic that the Pins have managed to bring to the blog or website.

An operation that you should do at least once a month is to check the statistics, so as to be able to improve the marketing strategy on the platform in question. 

How to use detailed pins on Pinterest

Detailed Pins, or Rich Pins, allow for the addition of extra information to classic Pins, enhancing the user's visual experience.

This type of Pin is used to increase their sharing, interest, and user engagement.

There are various types of Rich Pins: 

• Place Pins: enable you to include a map, address, and phone number;
• Article Pins: feature the title, author, and a snippet of the article within the Pin;
• Product Pins: facilitate the sale of a product, as they show the real-time price, and the

product availability within the stores;

Recipe Pins: contain some useful information for preparing dishes, such as ingredients or the cooking time;

Film Pins: allow for example to gather information on the cast and on the reviews of certain movies.

How to use tools for businesses on Pinterest

Pinterest, thanks to the business account, also allows the use of various tools such as: 

• Sponsored Pins: a tool that enables companies to purchase Pins with the goal of achieving certain marketing objectives, such as increasing engagement, or boosting traffic towards the website or blog.This type of Pin will be displayed to users based on their interests within Pinterest.
• Buyable Pins: pins that are blue in this case, allowing users to purchase directly on the social network, without leaving Pinterest;
• Save Button: a button inside the site that will give you the opportunity to increase your audience, by letting users save products to their favorites. In this way, every time a user saves a product, they will effectively be increasing your Pins.

Integrate your business with Framework360

Thanks to these various tools available for Pinterest business, integrating our work and enriching it through Framework360 will be simple and effective.

The platform will provide you with numerous digital marketing tools for creating your personal online activity, which you can enhance and expand through your Pinterest account, for example:

• Displaying images of your products: for instance, if you have an e-commerce, you can showcase your catalog on your Pinterest account as well, and generate additional sales directly from the social network, thanks to the shoppable Pins we've already discussed;
• Showing infographics and visual content about your company;
• Utilizing web tracking: Framework360 has a Web Tracking module that allows you to gather information on visitor conversions on websites. By inserting the Pinterest pixel ID (a tool that collects data to track actions taken by visitors on your website based on cookies) and specifying what to track in the objectives section, you can monitor the data and use it to better direct conversion campaigns.

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