Pinterest Strategy 101
Have you heard the hype surrounding Pinterest? It’s hard to miss that the biggest names in the online entrepreneur space are using it to drive massive amounts of traffic to their website, offer or blog. Yet, when I speak to a lot of entrepreneurs, they have yet to see the traffic.
Added to this, Pinterest now shows you the monthly viewers your profile has. Which is really just a vanity metric, making us either feel really good or like we are not measuring up to others in the industry. PS. Tailwind is a great tool for increasing your monthly viewers.
Here’s the thing, any type of marketing is not worth your time or effort if it is not bringing more eyes to your website, your sales pages or your shop. Monthly viewers on Pinterest doesn’t convert to dollar signs in your bank account.
This blog post will explain why you need to be on Pinterest, what creates a Pin that converts website traffic and how to track the traffic that comes from Pinterest to your website.
We’ve all heard Pinterest is good for business, but why?
250 Million users on Pinterest. 93% of these users have used the platform to plan, research or make purchases.
72% of users say that Pinterest inspires them to shop when they weren’t even looking.
Proportionally, Pinterest drives more traffic to shopping sites than social platforms.
This is the proof that the claims that Pinterest is the highest referral of traffic are true.
BASICS: WHAT YOU NEED ON EVERY PIN
One of the keys to converting users from Pinterest to your website is to have a solid pin design.
Every graphic that you make for Pinterest should have the following:
Your website at the bottom of the pin, ideally with a box that is 100 pixels high around it
2:3 aspect ratio. Right now Pinterest is recommending a size of 1000 pixels wide by 1500 pixels long
Pins with an aspect ratio of greater than 2:3 might get cut off in people’s feeds
Your Pin should saved as either a PNG or JPEG format
The file size should be under 10 mb
Consistent color palette, so there is some similarity across your different pin designs
Consistent graphics, so users can distinguish your pins across the platform
Ready to get serious about getting Pinterest traffic?
Pinterest is the best way to continually bring traffic to your website and make sales. With the free Conversion Optimized Pins Checklist you be able to create consistency with your Pinterest strategy.
Straight from Pinterest:
“Pins are organized into columns, so vertical Pins take up more space and tend to stand out more on our platform. The ideal aspect ratio for a vertical Pin is 2:3—1000 px wide x 1500 px high. Pins that are much longer than that are not recommended as they may be shown truncated in some places, and Pinners will need to closeup in order to see the entire pin.” Source
KNOW YOUR AUDIENCE
Before you get started on redesigning all your pins, take a good look at your audience. You want to design pins that will appeal to them. Use words that appeal to them and speak directly to the pain points of your audience.
Knowing this information is beneficial far beyond Pinterest, this will help you write website copy that appeals to your target audience, it will help you write sales emails and sales pages.
Think Target Audience
Questions to ask yourself (or even better ask your audience):
What words would by target audience use to describe herself?
When she posts on social media she posts about?
Which stores does she shop at often?
Use the information from the questions above and write from her perspective. What would that girl be looking to find when she is searching on the internet.
Look at the pinterest stats
Take a look at the analytics that Pinterest provides you. From here you can get a good picture of the types of users who are finding your content. You can find this by clicking on Analytics in the top left corner and then clicking on Audience Insights. Pay particular attention to the category and interest of your audience. Use this data to create new content that your audience is interest in seeing.
MULTIPLE PIN STYLES
Why should you have multiple pin styles and pin more than one style for each blog post or offer? It’s simple really, not all styles are going to appeal to all users and some styles will not stand out against the other pins that they are surrounded with.
It is recommended by the Pinterest gurus that you should create 4-6 pin graphics for each of your blog posts and offers.
For each different design, use slightly different wording (also known as copy) to attract your target audience.
CONVERSION FOCUSED PINTEREST PIN
A conversion focused pin is a pin that is designed explicitly to get the user to click onto your website. This means it’s a little more work than just plopping in a pretty picture into a template.
Things to consider when aiming for conversion:
1. How users read
Naturally we read left to right, and top to bottom. Don’t confuse readers by changing this around.
Keep your leading title at the top of the pin.
Make sure the font is large and easy to read. Aim for a serif or a sans-serif font here. You want the reader to be able to easily read your words.
Any additional copy (wording) should be below your leading title and at a smaller font size than the title.
Remember, you want to catch the users eye and they should be able to read your pin quickly as they are scanning their Pinterest feed.
2. Break up the Pinterest feed
Take a moment and go over to your own Pinterest feed and scroll. Do you notice that certain pins grab your attention more than others?
Pins with high contrast colors catch your attention more!
A lot of brands have pastel brand colors and tend to the light and airy feel. While light and airy creates a beautiful photograph, that same feel on a Pinterest pin can lead to your pin blending in with the crowd instead of standing out.
Darken or brighten your brand colors a little bit, so there is contrast between your pin and the white background of Pinterest.
3. Use warm colors
4. Don’t forget a call to action
A Call to Action is defined as an action you want the user to follow.
Tell the reader of your pin that you want them to click and click now, not just save the pin for later.
Use a call to action in your pin graphic and in the pin description.
Some examples of call to actions you can use:
Get your free list of
Click here to become:
Get results from:
Stop everything and:
Are you doing this wrong? Find out:
Get exclusive access
Get the secret formula
Yes, I want:
Start your journey towards:
Reserve your spot now
KEYWORDS & PIN DESCRIPTION
There are two places for written text in Pinterest, your title and the pin description. These fields are where you have a chance to place keywords, so your pin is found when users are searching on Pinterest.
There are character counts to keep in mind, 100 characters for your pin title and 500 characters for the pin description. However, only the first 50-60 characters of the pin description will show up in peoples feed, so place your most important copy first.
– oh so important, but something we all pretend we don’t have to use.
First things first, make a list of keywords that will appeal to your target audience. A quick way to do this is by searching in Pinterest for something that relates to your business.
Use the search feature in Pinterest to determine common phrases that people are using.
Open Pinterest and click on the search box
Type in the topic of your pin
Let Pinterest autopopulate suggestions.
Write down Pinterest’s suggestions. These are common phrases that users are typing in
For example if I search Pinterest Marketing the suggestions are Pinterest marketing tips, marketing strategy, and how to use. Write down the suggestions to use in your pin title and description.
PIN Title & Description
There are two places for searchable written text in Pinterest, your title and the pin description. These fields are where you have a chance to place keywords, so your pin is found when users are searching on Pinterest.
Keep this short and to the point. Most users will not read this title, but uses it to display search results.
100 characters or less
You want the most important information first, most users will not click on the more button.
500 characters. Only the first 50-60 characters of the pin description will show up in the feed, so put your most important copy first. Don’t forget about hashtags!
AFTER THE CONVERSION
Or in other words, after they click. Make sure your link takes the user to exactly where you said it would.
If you are referencing a blog post, take the user to the exact post. If you are referencing a free download, then take them right to the sign-up page.
Product -> link to the actual product page
Blog post -> link to the exact blog post you reference
Freebie -> link to the signup form
When the user lands somewhere they were not expecting, they will quickly click back or exit the page. You can measure this in your Analytics, look for the bounce rate from Pinterest traffic. If you have a high bounce rate, over 80%, your pins might not be describing the destination clearly. Read on for more details on analytics and how to read them.
66% of Pinterest users say they buy something after seeing a brand’s pins, so don’t be afraid to link directly to your product page. Source
How often are you scrolling Pinterest on your phone? Yeah, your audience is too! Make sure when they click the experience is designed for their smaller mobile screen.
Optimize your content for mobile by:
1. Making sure you pin graphics and font is easy to read on your mobile device
2. That your website (or the link you are sending traffic to) is mobile friendly
TRACK YOUR RESULTS
One of the most important pieces of the puzzle is tracking your results. How can you really know if all that time you are putting into designing, writing and posting your pins actually is converting to email subscribers on your list or dollars in your bank account?
It is important to look at your analytics every so often and make a note of the following:
1. Percentage of traffic coming from Pinterest
2. The top performing landing page (i.e. which link is getting the most clicks).
When you know your best performing piece of content you can create more pin graphics lead more traffic to this post
Make sure this post has an email opt-in
3. How much time Pinterest traffic is spending on your website
The Larch and Lake Pinterest Marketing Kit includes a one click install Google Analytics dashboard that will allow you to easily see the data above and more. All with a one click install.
Take your Pinterest game to the next level!
Conversion optimized Canva Pin Templates and a Pinterest Strategy Workbook. Everything you need to kick up your Pinterest Marketing strategy up a notch!