Pinterest for businessA beginner’s guide

A visual version of a social bookmarking siteA social network that focuses on visually sharing or discovering new contentA creative way to collect images / photos / videos according to interests that are easily accessible and shareableIt’s more about saving and sharing content than interacting with other usersBusinesses can use it as a “virtual storefront”

What is Pinterest?

There are more than 100 million Pinners67% of users are under the age of 4054% of users are women aged 34-55Male monthly users grew 120% in 201583% of users would prefer to follow a brand or storeTwo thirds of content saved is from businessIt drive 5% of all referral traffic to websitesSource: https://business.pinterest.com/en/blog/10-reasons-why-your-business-needs-be-pinterest

Key statistics

PinsAn image you directly upload or add to a board that links to an external web page, i.e. your websitePinterest boardA place where content is categorised by interest – these can be public (for showcasing products) or hidden (secret boards for sharing special offers) – Group boards are also availableRe-pinningWhere a user shares someone else’s pin with their followersPin it buttonWhen added to your website this enables users to easily share your web content to a Pinterest boardRich pinsIncludes extra information, e.g. a map to your store (needs Pinterest approval)

Pinterest glossary

Set up a new business account https://uk.pinterest.com/business/getstarted/Set up your profile – keep the focus visual! Use a logo or image to represent your business Choose a username relevant to your brand Write your company bio, using appropriate keyword to fit your SEO plan Summarise what your followers can expect from your pinning Add your location Include a link to your website and verify it in your profile Connect other social networks where you have a presence (Facebook,

Twitter, LinkedIn and so on)

Getting started

Set up your Pinterest boards Carry out initial research so your board names are relevant to your potential

followers and are easily searchable – look at your product categories, keywords and search terms used on your website to help with this

Write engaging descriptions of the content within your boards Add new pins regularly to your boardsStart pinning… 5 pins per board is a good starting pointJoin in with the Pinterest community share other users’ content, “like” pins, repin, follow other pinnersMonitor your account analytics

Getting started

Share relevant quality contentPin engaging imagesCheck your links work and go to the intended section of your websiteUse analytics to really get to know who your audience is and what they’re interested inMake sure you make time to monitor your boards and pin regularly Promote your account with other social networks on all your marketing touchpoints

Pinterest tips

Enables you to buy things without leaving the Pinterest appPinterest doesn’t take a cutYou still handle shipping and customer serviceGeo-targeting availableCurrently available in the US only Register for updates and get on to the Pinterest

waitlist: https://business.pinterest.com/en/get-list-buyable-pins

Buyable pins

Why advertise? To create traffic and generate engagement with your audience

What to promote? High or low performing pins – start with pins that are getting the most traction organically

How much does it cost? After you have chosen your budget, you set your maximum bid (per click or engagement) according to what

you think it’s worth – you’re given a guide which is a range based on other bids with similar targeting to yours

Where to send users? The URL you want to drive traffic to (use UTM parameters or tracking URLs for monitoring conversion attribution) Or set up a conversion tracking tag (see Tools) on your website to see how promoted pins are performing

Who to target? Select from interests and keywords (use Pinterest Guided Search or Google Keyword Planner for inspiration Choose a location (currently US and Canada only) Segment by device (web, mobile web, iPhone, iPad, android mobile, android tablet) and gender, where

appropriate

Advertising on Pinterest

What happens next? Your campaign will need approval which can take up to 24 hours Common reasons for unapproved Pins include irrelevant targeting, excessive

hashtagging, excessive symbology, calls to action in the Pin image Monitor the performance of your campaign – use the summary dashboard on your

account to review activity and spend

How can I improve performance? Review your bidding strategy – you may need to increase bids to stay competitive Expand your targeting options Consider updating the creative you’re using – maybe every 3-5 days or run several

short term campaigns with different creative

Advertising on Pinterest

Your Pinterest profile has 4 sections: Impressions: your top 50 pin impressions Repins: your top 50 repinned pins Clicks: your most clicked pins and boards with the most clicked pins All time: your 50 most repinned pins, pins with highest search rank and power

pins (a mix of clicks, repins and more)Use these analytics to inform new content based on ‘Your Audience’, ‘Activity From’ and the ‘Pin It button’

Monitor your accountMake maximum use of the analytics dashboard to monitor statistics on your profile, audience and activity from your website

Still need help?

Tel: 01793 715440 Email: contact@equimedia.co.uk Website: www.equimedia.co.uk

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