Make Pinterest Pop! | 5 Things You Need to Know About Pinterest For Business
Pinterest, it ain't just for recipes anymore! Oh no my friend! It's now the hot spot for almost every online business you can think of and with over 150 MILLION visitors per month, it can be a gold mine of traffic if used right!
But while Pinterest is used just as much by millennials as Instagram (fun fact), the two platforms are not at all the same. If you're a business owner who's just starting out on Pinterest, you may be thinking "great, ANOTHER something to learn!" but have no fear, Tasha's here! And I'm going to show you exactly how to utilize this platform and create pins that POP; driving new traffic to your site on the daily!
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1. Pinterest Is a Search Engine NOT a Social Media Platform
One of the biggest mistakes I see people making when they first start using Pinterest For Business is that they treat it like a social media platform. Particularly when it comes to using hashtags #nope. Pinterest is actually a search engine, much like Google or Yahoo. Here's the difference. Let's say you were on Instagram and wanted to find pictures of apple pie (I don't know why you'd be searching for pictures but whatever, no judgement) you'd type in "#applepie" right? Well, on Pinterest, you're going to type in "apple pie". From that search you'd get every make, model, and year of apple pies under the sun.
But let's take it one step further and say that what you REALLY wanted was a "caramel apple pie with a lattice crust". If you enter THAT as your longtail keyword then you'll have narrowed your results down much further to ONLY include the types of apple pies you're most interested in.
THIS is why making sure your pins have relevant keywords both in their titles and in the pin descriptions is so important. The more clear and relevant your keywords, the more likely you are to get found by your target audience.
One more thing...I don't wanna confuse you BUT...just a few days ago, Pinterest announced that they ARE going to start making hashtags searchable. This is so stinkin' brand new that no one really knows how exactly it's going to work. So, the advice for now has been to just a couple hashtags at the end of a pin description. For example...
Looking for the BEST Caramel Apple Pie with Lattice Crust Recipe? Look no further #applepie #holidaydesserts | fruit pies, holiday recipes, pies and cakes
2. Pinterest Is About the Long Game
If you look at the click through rates and follower counts of some of my Pinterest Clients, you'll notice a similar pattern of slow growth in the beginning (first 1-3 months) and then BAM!...things start to pick up. In the graphs below, the gray line in each represents the average follower growth of other Pinterest accounts of similar size. The blue line represents the follower growth that my clients are experiencing.
As you can see, the results I'm getting for them are pretty stellar but they start out pretty slow. That's why I always tell my clients to give it a MINIMUM of 3 months of concentrated effort...6 months is ideal but at least 3. The reason behind this leads us to number 3...
3. Pinterest Rewards Those Who Show Up
Pinterest uses what's called a "smart feed". Basically, it shows pins that have proven to be the most relevant via social proof (number of repins, impressions, rich in keywords, shares, length of time on Pinterest etc.) more than it shows the content of just some Joe Schmoe who all of a sudden just showed up on Pinterest.
By taking the time to be consistent with Pinterest, your pins are more likely to be shown in the smartfeed and thereby seen, repinned, and clicked through to your website. If you're just starting on Pinterest then you can begin to get your "street cred" by pinning consistently a few times per week. If you're ready to get super serious, you might want to consider hiring someone (enter shameless plug) to overhaul your account and then manage it on an ongoing basis.
4. Be Selectively Social
Another tip you'll see from basically every Pinterest Guru on the planet is to join some Pinterest Group Boards. Group Boards are Pinterest Boards that the owner of the board has opened up to multiple pinners. They're a great way to increase your pin's monthly impressions and increase your chances of getting repinned. However, I'd take this tip one step further and tell you to make sure you're only joining group boards that are relevant to your niche.
There are a lot of Group Boards that have started to pop up that are named things like "Pinterest Blog Content Free For All". Umm...how the heck do you keyword that? And who's ICA (ideal client avatar) is that catering to? Most likely not yours, and probably not mine.
The other issue is that, generally these boards are overfilled with sooo much content that yours ends up getting lost in the chaos. So make sure you're pinning your content on group boards that have movement and life but that are places your ICA is going to be likely to visit.
Get Your Pins Noticed
Pinterest doesn't have to be overwhelming! Here's your checklist of what you need to make your pins POP!
5. Followers are great and all but they're not the most important metric
I'm gonna let you in on a little secret...it's kinda embarrassing. I've grown my main Pinterest Account, The Frugal Fit Girl, from 200 followers to 4300 followers in under a year. Pretty awesome right? Yeah, except my client Rachel of White Sugar Brown Sugar only has 650 followers but DOUBLE the number of monthly views and almost double the number of monthly click throughs. How is this possible you ask? It all goes back to that darn smartfeed.
You see, Rachel is a paying customer and so I of course prioritize her Pinterest account over my own. I live pin several times a week and refill her Boardbooster scheduler weekly (as I do with all my Pinterest Clients) and because of this, Pinterest sees her as an awesome and consistent pinner. My own account on the other hand...I pin when I can but...meh...I get to it when I get to it. And the proof is in the pudding. Rachel's views and clickthroughs are outpacing mine even though she only has a FRACTION of the number of followers that I have.
So it's not about how MANY followers you have but what you DO with those followers and the consistency you bring.
Ok ya'll, I know this was a lot of information and getting started with Pinterest for Business can be totally overwhelming. But don't worry, I won't leave you hanging! I created a handy dandy checklist for you to follow that shows you exactly what you need to concentrate on in order to Make Your Pins POP!
Want the checklist and visual guide? Sign up for it below!
Looking to learn more about Pinterest for Business? Check out Simple Pin Podcast with Kate Ahl