Businesses are constantly looking for way to expand their online marketing reach, and as time goes on content marketing becomes an increasingly valuable aspect of a company’s marketing strategy. Social media is a huge aspect of the content marketing strategy for businesses, but a social network that all too often gets left behind? Pinterest. With more than 250 million active users and over 100 billion pins to date, businesses are missing out on a gold mine for content marketing. Here at Responsival - your Pittsburgh content marketing experts - we work hard to make sure your content marketing strategies are optimized for your goals as a business. That’s why we’ve made a guide to unlocking Pinterest for your business’s content marketing strategy. We’ll start with a breakdown of why your business needs to be using Pinterest, then outline some of the best practices in Pinterest for business.
As the premiere network for detailed visual content, Pinterest is an important aspect of the content marketing strategy for businesses across a variety of industries. The above graph from Statista outlines the categories in which pinners interact with. With business ranging from home contractors to fashion designers (and more!) having stake in these categories, Pinterest is a network all businesses need to take seriously. But the variety of industries Pinterest works with is just the beginning:
With these statistics in mind, it’d be a mistake to ignore the content marketing powers of Pinterest for your business. So how do you get started? Calm down -- we’re getting there.
Of course, in order to garner all the benefits of Pinterest, you should take the time to make sure you’re doing everything you can to optimize your profile. Starting with setting up a profile and continuing to optimize your content, make sure you’re falling these best practices for Pinterest.
Setting up a quality profile is one of the most important aspects of a successful Pinterest business account. Start by signing up as a business account; this will give you the ability to view analytics and add a variety of your business’s information directly on your page, including:
Upload a profile image - preferably a logo - in the optimal size of 165x165 pixels. When creating an About Me, be sure you use keywords that will help people find your business and the content you pin. For example, if you’re a wedding planner based in Philadelphia, use keywords like ‘Philadelphia weddings’ and ‘Pennsylvania wedding ideas’ in your about me to attract brides to your page and pins.
Be sure to confirm your website! This allows you to gain insight on what people pin from your site, adds your logo to all of your pins, and increasing the ranking of your pins when people search for them. All of these items are super valuable in allowing your pins and page to be seen.
When it comes to pinterest, content is king. Not only do you want to create high-quality content, but unique and optimized content. We’ll break it down for you with a post that seems to be doing everything right.
Fabletics, in this post, follows many Pinterest ‘best practices’ for content marketing. Their image quality is high and the entire image is viewable (in other words, the image is smaller than a 1:2.8 ratio, or approximately 600 x 900 pixels). Text is used sparingly but effectively, showing the deal you recieve when shopping with them. Sice posts with image text lead to 23% more engagement and 31% more pins, their analytics on this post probably show an upward trend in interactions.
The other subtle portions of this post are perhaps the most important. The image contains a CTA, or ‘Call to Action’ in the black box that pushes users to ‘Take the Quiz.’ CTA’s increase the likelihood that pinners will click on the post that leads to their site… and eventually a sale!
Additionally, the post is promoted. Promoting a post not only increases exposure, but leads to 20% more organic clicks on your pin. Best of all, promoting a pin on Pinterest can take as little as 10 seconds, saving your business time and money spent on advertisement.
Much like other platforms, post frequency is all about balancing. Posting too frequently can be overbearing for your followers, but not posting frequently enough can lead them lose interest in your boards. So what do you do? Follow these best practices:
Think you’ve got it down? Start making your Pinterest work for you and get in touch with Responsival - the Pittsburgh Content Marketing Experts - to learn how to optimize your site, blog, and social media for your objectives this year and beyond!
Find out from a Pittsburgh advertising agency what Meta updates from 2021 will shape your advertising strategy in 2022
Learn how you can apply takeaways from Sephora’s marketing strategy into your Shopify marketing
Staying up to date with trends is one of the best ways to flourish in social media account management
A call-to-action button can be your most powerful tool when it comes to increasing your website’s click-through rate. Whether it’s a download button, a subscribe button, or an add to cart button, your call-to-action button should be designed to stand out and prompt your audience to click.