What are some best practices for businesses on Pinterest? It’s a question often asked by our networks. Pinterest has quickly evolved into a powerhouse of a platform, so this inquiry holds more and more weight every day. Today, we’ll share our tips and tricks-of-the-trade to ensure you make the most of this social property.
Amy Porterfield’s “Online Marketing Made Easy” Podcast recently discussed “How to Use Pinterest to Increase Traffic and Grow Your List.” Amy and guest Melanie Duncan dove into the specifics of Pinterest’s growing dominance in the digital realm, and provided actionable insights on how to best optimize a Pinterest business page.
In addition to podcast takeaways, check out these lessons from a BlogHer Pinterest Master Class on how to create deep and meaningful traction. Like all social media platforms, Pinterest has an ever-changing landscape that must be reevaluated constantly if ongoing success is to be achieved.
Here are our top 10 tips on how to optimize Pinterest in 2014:
Install Pin It buttons on your website. Whether it’s a photo, video, or e-book, a powerful way to direct new visitors to your website is to have Pinterest-friendly, hyperlinked content leading viewers from Pinterest to your website, opt-in page, e-book download, e-commerce shop, etc.
Ensure the first two rows of boards on your Pinterest page are saturated with content that will draw page viewers’ attention. The best board position is the middle of the first row, so it should be used for promotional boards featuring your products and services. Note: when you create a new board, it gets placed in the bottom row. This is because Pinterest’s default is to arrange boards chronologically. Be sure to pull fresh boards to the top if you want to increase viewership.
Use “teaser images” to increase traffic to your website. Using a tool like Photoshop, add a text overlay with wording like “How To ___,” “Top 10 ___,” “5 ___Tips,” to draw users’ attention and persuade them to click through to your website to learn more.
Use the proper image dimensions. Cropping is important – most websites have horizontal images, but you need vertical images to claim more real estate on Pinterest. Two to three times more people will click through on vertical images as opposed to horizontal images, according to BlogHer. A 2:3 aspect ratio works best. Super skinny, tall images like infographics and long recipe lists can be a hassle to scroll through, so adopt the “teaser” method by cropping the best portion of those images and linking back to the source of the expanded image.
Pin throughout the day. Don’t “pin dump” on your followers’ feeds – pin twice daily instead of once to ensure your content is “dripped” throughout their home feeds. Morning (10-11a.m.) and late evening (9p.m.-midnight) are the best timeframes for the majority of brands to pin during.
Build up a content bank. Create secret boards – one for curated inspiration, one for original content uploads, and one for the functional use of holding trending pins to spread out later in the day. This will greatly reduce the time you have to spend on Pinterest.
Pin dynamic, visually appealing photos that are colorful and high quality. Use warm colors. According to BlogHer, reddish-orange images get 2x the repins as blueish images. Also, keep images bright. Photos with medium lightness are repinned 20x more than dark ones.
Always use a caption, but keep the copy short and sweet. Aim for 100 – 200 characters, plus a shortened owly or bitly link to track.
To increase discovery, add a relevant hashtag or two to each caption. Hashtags are a great way to increase the likelihood your pins will be found in Pinterest’s internal search results.
To build your Pinterest audience, promote on your other social properties to tap into your existing networks at least once a week. Include a link in your e-mail signature, and share your favorite pins and boards on your personal accounts as well.
Many brands apply a blanket strategy to their Pinterest pages by adopting Facebook or search engine tactics. Unfortunately, this approach can result in wasted energy on campaigns that ultimately won’t make an impact. Rather than mismanage or avoid Pinterest, we have helped our clients embrace Pinterest. We’ve learned how Pinterest can add value if it is treated separately from other platforms and implemented with care. With the appropriate strategy and execution, we’ve discovered that brands can have the wind of millions of influencers at their back.
If you have questions about how to build Pinterest into your marketing strategy, we’ve got a team of experts eager to empower your efforts. If you are “in it to win it,” contact us.
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