Engagement Tactics To Reach Your Consumers On Pinterest
By Amber Smith, Marist College Intern
Pinterest is “a visual bookmarking tool that helps people discover and save creative ideas. Analytics provide details on what people are Pinning from your website, how Pins from your Pinterest profile are performing, and which of your Pins and boards are driving the most impressions, clicks and re-pins. Access to your demographics, markets and more to drive engagement across different platforms.
Pinterest continues to gain precedence in the powerful hierarchy of social platforms.
As of 2014 data shows that Pinterest has 70 million users.
Of those users 56 million (80%) are women.
There are 500,000 Pinterest business accounts.
Moms are more likely to use Pinterest than the average American.
15% of all social referrals (Adobe) come from Pinterest — more than Twitter and only second to Facebook.
Pinterest users spend twice the amount of time online (ComScore) than the average online shopper.
47% of online shoppers have made purchases based off of Pinterest recommendations.
Pinterest users are more likely than Facebook users to buy a product as well as spend more on it.
Shoppers on Pinterest spend about $140 to $180 per order.
Consumers are 10% more likely to buy a product on Pinterest than any other social network.
Pinterest generates 400% more revenue per click than Twitter and 27% more than Facebook.
Pinterest Pinners must pay close attention to what your customers really care about. Start by liking boards, like topics that are similar to your business, don’t stray to far off your category. Study your analytics to identify trends and then begin creating great organic content. The best boards are easy to read with attention grabbing visuals that draw you in.
What should you pin?
- Pins that include prices get more likes than those that don’t.
- Your pin must have a call-to-action in order to increase engagement.
- Informational and tutorial pins garner more interactions.
- Images with various eye-catching colors will get more pins.
- Pins relating to trending topics will show an increase click through.
- Brand images that do not show faces are more likely to get repins.
- Target your boards to your audiences interests, this will gain brand loyalty, trust and increase engagement.
- Images must be a minimum size of 110 x 100 pixels in order to be pinned. If the images do not meet this requirement they will not be shareable.
- Add multiple shareable images to every page. This will allow your fans to choose their favorite image and pin it.
- Brand engagement is highest in the electronic industry (47%). The automotive industry comes in at 25% and fashion is at 18%.
- Post varied content and boards. Brands with a consistent, but varied post inventory will result in higher interaction.
- Use Pinterest analytics to get to know your followers and monitor engagement to identify:
the gender, age, location, etc. of your followers
what content your followers pin most
how many leads your site receives from Pinterest
- Use Curalate (the all-in-one visual marketing platform) to:
Find out who is interacting with your pins (pinning, re-pinning, liking, commenting on and tweeting)
Find out who is sharing your pins the most
Track which content drives the most traffic
Monitor the competition by tracking keywords and what is being shared from your boards
Data shows the best time to pin is from 2pm to 4pm EST and 8pm-1am EST.
Pinterest Marketing Strategies
Don’t forget Pinterest. Although currently not as popular as Facebook or Twitter — Pinterest is the best platform for many retail businesses. Ensure your profile is complete and welcoming. Great pictures are a must, start with your display picture of your brand. The brand description in your profile should be detailed, well-written and speak with one voice. Include links to your blog, website, and other social media platforms. Manage your Pinterest boards, every day, refine and perfect boards to reflect your brand more accurately or add more boards and content.
Use keywords. Use brand-relevant keywords and hashtags in your profile and post descriptions as well as board titles. Be consistent with these, just as you would the images you post.
Utilize Pinterest apps. Increase the effectiveness of your pins by using Pinterest apps such as PinReach to identify influencers more easily. Snapito is a content development tool that can help you to be more creative and attention-grabbing when posting for your brand.
Promote your Pinterest page through email marketing and your blog. Promote your wonderful content across all your owned platforms. Increase your reach by embedding Pinterest Pins directly on your blog. Spice up your blog with attention-grabbing images. Also allow users to pin your blog posts to their own Pinterest profiles by including the ‘Pin It’ button in all of your posts. Promote your Pinterest account through email marketing. Experian Marketing Services reports that 64% of brands active on Pinterest promote their accounts via email marketing.
Pinterest Engagement Tactics
Know what pins are popular. Improve your Pinterest marketing strategy, regularly check out the Popular page in order to find the most shared images and know who is sharing them. Create boards based on these insights and types of pins. Add similar images to your blog or website.
Run competitions and offers. Discounts and special offers are a sure way to bring attention to your brand. People are always looking for the latest and greatest deal. Use a special offer as a call-to-action to gain more likes, pins, re-pins and purchases. Embed your call-to-action text within the image and key details about the promotion in the image description. Run contests regularly to increase interactions. Always make sure to reward winners of competitions with a discount or sample of a product. Successful Pinterest competitions usually include the winners pins or boards that the most creative.
Add board contributors. Add and invite loyal fans to your boards, start empowering your core customers to amplify your brand values and draw in more business. You can add your fans as contributors to your boards by following the steps on graphic below.
You can only add contributors to your if you follow them. This can also save your company time-while your fans are pinning you can focus more on perfecting your overall social media campaign.
Pin, re-pin, like, comment, engage. Increase your visibility by constantly pinning, re-pinning, liking and commenting on other people’s posts. Always thank those who re-pin your pins. Engage in conversation with followers through Pinterest’s direct messaging feature. Message fans offering information or help with a product, offer personal thanks or offers to consistent re-pinners and help like-minded followers connect with you and your brand through group chats.
Smart marketers use Pinterest to engage and build business right on the platform, new buttons are in beta to simply click to secure the purchase. No matter what platform you use, access your analytics to gain consumer insights from social behavior to help you understand exactly what people want and how they want to see it.
To learn more check out these great articles on how to growth hack across social media platforms:
To learn more about digital media contact one of our experts today.
Ayyar, R. (November 17, 2014). “5 incredibly productive pinterest marketing tactics.” Retrieved from http://positionly.com/blog/social-media/5-incredibly-productive-pinterest-marketing-tactics
Ray, M. (July 17, 2012). “6 ways to drive more pinterest engagement.” Retrieved from http://www.socialmediaexaminer.com/pinterest-engagement/
Lewis, M. (June 25, 2012). “5 killers strategies for brands engagement on pinterest and linkedin.” Retrieved 6/10/15 from http://www.socialmediatoday.com/content/5-killer-strategies-brands-engagement-pinterest-and-linkedin
Patel, N. Retrieved on June 21, 2015, http://www.quicksprout.com/2014/01/17/how-to-increase-your-pinterest-engagement-by-275/?display=wide
Lesonsky, R. (January 20, 2015). The Power of Pinterest for Small Businesses. American Express, Open Forum.
Photo source: http://www.socialmediaexaminer.com/pinterest-engagement/
Photo source: https://www.pinterest.com/meloniedodaro/pinterest-marketing-strategies/