Pinterest marketing: the right strategy for success

For many consumers, Pinterest is a place to browse and find inspiration. But that's not all. As has gradually become apparent, Pinterest is an excellent platform for tapping into new target groups and increasing customer loyalty. Pinterest is therefore an attractive opportunity for companies.

 

But what exactly is Pinterest marketing and how does it work? This article provides the answers.

Pinterest as an addition to the marketing mix

Successful companies know this: Today, nothing works without a marketing mix. This means that companies should conduct marketing across various channels and use different strategies to achieve a high level of visibility. This approach is also pursued by the well-known omnichannel marketing.

 

This makes companies competitive and helps them to reach their target group, which is widely scattered across the vastness of the Internet.

 

Pinterest marketing is considered a wonderful addition to the marketing mix. The platform is still somewhat underestimated. Yet it provides meaningful facts and figures that make it attractive for companies:

 

• 518 million users per month
• 1.5 billion bookmarked pins per week
• 6 billion search queries per month
• Particularly loyal and interested users
• open-minded users who are often already ready to buy

 

The practical thing about Pinterest for companies is that not many companies have yet recognized the platform's potential. This means that competition is not yet so high and users are not yet oversaturated with advertising offers.

 

Companies can achieve a lot of goals with Pinterest marketing. It is possible to tap into new target groups and strengthen relationships with existing customers. It also increases reach and visibility. In addition, sales can be achieved via Pinterest.

 

Who uses Pinterest?

For companies that want to do Pinterest marketing, it is very interesting to know which people are on the platform. Basically, it can be said that there is a good mix on Pinterest.

 

While it was predominantly female users some time ago, more and more men are now signing up. Users of all ages can be found there.

 

However, Pinterest users have one thing in common: they use the platform to find inspiration and new ideas. They usually already have a certain willingness to buy.

 

What makes Pinterest users so special is their brand loyalty. Once they have chosen a company, there is a high probability that they will stick with it. This means you can gain particularly valuable customers via Pinterest.

 

Developing a Pinterest marketing strategy: step by step

As with any other marketing strategy, there are a few things to consider with Pinterest. First things first: Pinterest is not a social media platform, but a search engine - only for visual content.

 

It is therefore clear that high-quality images and videos are needed to achieve organic reach with pins and achieve success as a company. We have compiled the most important steps for a promising Pinterest marketing strategy for you.

 

 

1. identify target group

This step is always essential when it comes to marketing. You also need to reach the right target group on Pinterest in order to gain suitable followers for your content.

 

As Pinterest is a platform for inspiration, that's exactly what you need to offer: Pins that inspire and help solve a problem.

 

One way to find out the specific needs and concerns of your target group is to define a buyer persona. The more specific you are, the better you can tailor your content to your target group.

 

2. post the correct pins

Posts on Pinterest are called "pins". These are saved on pinboards. There are a few things to consider in the course of Pinterest marketing.

 

A pin does not always have to show at first glance which product you want to advertise or which service it is about. Pinterest marketing is much more about storytelling. Create an inspiring atmosphere and put ideas in the foreground.

 

As Pinterest is a very positive place, it is also about positive messages. Create an emotional connection with your target group. Toxicity has no place on the platform. That way, you'll have more success with Pinterest marketing.

 

By the way: Keywords and hashtags also play an important role on Pinterest. You should also always organize your pins thematically in pinboards. This creates a clear structure for your profile.

 

Did you know that there are different formats for pins on Pinterest?

 

• Standard pin: 1000 x 1500 px, 2:3
• Square pin: 1000 x 1000 px, 1:1
• Long pin: 600 x 1260 px, 1:2.6
• Video pin: 1000 x 1500 px or 1080 x 1920 px, 1:1, 2:3, 9:16
• Idea Pin: 1080 x 1920 px, 9:16

 

What content works best on Pinterest? It's actually problem-solving posts such as infographics. But aesthetic images and videos are also in demand. The following topics are particularly popular on Pinterest:

 

• DIY projects
• Recipes
• Beauty & Fashion
• Workouts

 

3. maintain and manage content

As with other online marketing strategies, the continuous maintenance of content is also essential with Pinterest. This includes not only sorting your pinboards, but also posting regularly.

 

Pay attention to the quality. Pinterest users enjoy varied images, fresh ideas and inspiration. Incorporate current trends and incorporate seasons and other events.

 

4. integration of your website

Pins on Pinterest lead either to your online store, your website or another destination. However, your website should be optimized for this. On the one hand, Pinterest SEO is about impressing at first glance and retaining users long after they have clicked on the pin.

 

But Pinterest SEO also goes hand in hand with optimizing your website. After all, you want to offer users added value and encourage them to take action - for example, to make a purchase, subscribe or download.

 

If there are high bounce rates after clicking on your website, this is a signal for Pinterest that the content is not relevant for your target group. This can result in a loss of reach and visibility.

 

Another important point is website integration. This makes it possible for your website visitors to pin your images - directly from the website or blog on Pinterest. This is particularly easy with a corresponding button.

 

5. use rich pins

Rich pins are a special type of pin. You can use them to improve the traffic to your online store. Rich pins are rich in information. They not only contain a link to a product, but also provide information about availability, for example.

 

In the course of Pinterest marketing, a distinction is made between three types of rich pins:

 

• Product Rich Pins: They make shopping easier by displaying prices in real time, the availability of products and the website on which the purchase can be made.
• Recipe Rich Pins: These pins contain important information about recipes. This includes the ingredients, preparation time, number of calories and portion sizes.
• Article Rich Pins: This allows users to memorize editorial contributions. They contain a headline, the author's name and a description of the story.

 

6. perform tracking

What is a good online marketing strategy without data analysis? Tracking is also essential for Pinterest marketing, as this is the only way you can measure the success of your measures.

 

If you know which measures are bearing fruit and which are not, it is easier for you to assess whether you should revise your strategy again.

 

Analyze which pins and pinboards have the highest reach. And use Audience Insights to find out which target group you are currently reaching with your posts. This allows you to continuously improve your Pinterest marketing strategy.

 

 

Paid ads as a supplement to Pinterest marketing

In addition to organic reach, you can also reach your target group on Pinterest with paid ads . If you want to be successful on Pinterest, you should give this option a chance.

 

Incidentally, Pinterest refers to this as "Pinterest Promoted Content". You can promote images and videos in order to prioritize them for your relevant target group.

 

Conclusion

Pinterest is a popular platform with users around the world. As not many companies are using Pinterest marketing yet, you should start as soon as possible.

 

The competitive pressure is not yet as high as on many social networks. This complements your marketing mix and allows you to increase your reach and address your target group in a targeted manner.