A guide to Pinterest Marketing: 4 Step Guide to Build a Brand

It’s no surprise that Pinterest is one of the most underrated marketing platforms. Against popular belief where people believe that Pinterest is only for bloggers or photographs, a cut-throat Pinterest marketing strategy can not only add more sales in your business but can take your overall brand value over the roof.

A perfect blend of strategy, fore-thinking, an unparalleled drive to create content and consistency, can really turn the tide around for your business. But before you even begin thinking about how to, it’s important to take a minute and review whether or not your business can benefit from Pinterest. If the answer is yes, then this 5-minute read should give you ample amount of ideas to shape your strategy. With that being said, let’s get down to business and see which four cut-throat strategies can help your brand achieve heights.

Make Your Profile Boards & Pins Heavy

It’s of utmost importance to have names and description for your boards on Pinterest. This an effective way to get your content discovered and at the time doubles up user’s happiness when they see exactly what they are looking for.

Heavy pin board

It’s important to use Keywords in these titles and descriptions so that a user can find you and your content easily whenever they surf Pinterest for something.  Though Pinterest offers good character limit when it comes to description but our personal take is to use enough content where you can describe and use all your targeted keywords in the content.

Not just limiting yourself to boards, ensure that you’re optimizing your pin descriptions as well. Often publishers optimize their boards to perfection but do not include pin descriptions. This leads to:

  • Less Engagement on the post
  • Less or No Website Visits
  • No Content Discovery
  • Fewer Re-Pins

This can harm your content and brand in a major way. Whenever you feel that your Pinterest is not driving expected engagement, review your strategy with Pin Descriptions. It’s observed that pin descriptions between 150-200 characters get the most chance of getting repinned. This amplifies the reach multiple folds and drives a lot of engagement. Having a proper strategy for Pin Descriptions can help you:

  • Drive more traffic to boards and your brand
  • Increased traffic to your website from Pinterest
  • Better content visibility
  • Increased Engagement
  • More Re-Pins

Lastly, do not forget to use proper hashtags in the post. Pinterest does support the use of hashtags but be aware of not over-using it. Your Pin descriptions should not just have hashtags but more content talking about the post.

Optimize Your Website

If you’re really looking to increase your Pinterest Engagement and Sales graph. It’s imperative to sync your Pinterest with your Store. Ensure that your website consistently aligned to your Pinterest account and offer a lot of options to interact with images. To use them effectively, implement Rich Pins in your account.

Rich Pins are an effective way of providing elaborative information directly on a pin. There are four types of Rich Pins

  1. Product Pins

  • Product Pins make it easier for users to see information about things you sell and include pricing, availability, and where users can buy the product. They should be linked to the product page to display all the information for the pinners accurately.product pin
  • You can take a step ahead and convert your product pins into Buyable pins. As soon as you connect your web store with your Pinterest account. A pinner can click “Add to Bag” and checkout without ever leaving the platform. Isn’t that cool?
  1. Recipe Pins

  • Recipe pins are an exciting way to estimate how much time you’ll take to cook something. They display tons of information to pinners with just a click. It can include various things like Title, Ingredients, Cooking Time Estimates, Serving Information and ratings.receipe pin
  1. Article Pins

  • These are great for bloggers who are consistently keeping sync between their blogs and Pinterest account. Article Pins helps you to discover the article’s name, a description of the content, the author’s name and a direct link to the article. This feature was introduced by Pinterest when they realize that pinners were using the platform to save articles.Articles Pin
  1. App Pins

  • App Pins allow people to discover and download apps directly from a promoted pin. This provides exposure to your app and distribution to your Pinterest audience.app pins

All the pins are supported by OpenGraph or Schema.org Implementation. Markup examples are provided below:

Product Pins:

Open Graph markups:

<meta property=”og:title” content=”De Young Copper Bookmark” />

<meta property=”og:type” content=”product” />

<meta property=”og:price:amount” content=”180.00″ />

<meta property=”og:price:currency” content=”USD” />[/php]

Schema.org markups:

<div itemscope itemtype=”https://schema.org/Product”>

<meta itemprop=”name” content=”De Young Copper Bookmark” />

<meta itemprop=”url” content=”Https://shop.famsf.org/do/product/BK5160″ />

<div itemprop=”offers” itemscope itemtype=”https://schema.org/Offer”>

<span itemprop=”price”>.00</span>

<meta itemprop=”priceCurrency” content=”USD” />

<meta itemprop=”availability” itemtype=”https://schema.org/ItemAvailability”

content=”https://schema.org/InStock” />

</div>

Recipe Pins:

Schema.org markups:

<meta property=”og:site_name” content=”letthebakingbeginblog.com” />

<div itemscope itemtype=”http://schema.org/Recipe”>

   < itemprop=”name”>15 Minute Easy Margherita Flatbread Pizza</>

   <meta itemprop=”url” content=”http://myrecipesite.com/pineapple.html” />

   <span itemprop=”totalTime”>15 mins</span>

   <span itemprop=”recipeYield”>Serves 2</span>

  Ingredients:

       <span itemprop=”ingredients”>1 Naan bread</span>,

       <span itemprop=”ingredients”>3 pieces fresh mozzarella</span>,

       <span itemprop=”ingredients”>1 1/2 tbsp olive oil</span>,

       <span itemprop=”ingredients”>1 1/2 tbsp balsamic vinegar</span>,

       <span itemprop=”ingredients”>5 basil leaves</span>

       <span itemprop=”ingredients”>3 cloves garlic</span>

       <span itemprop=”ingredients”>1 tomato</span>

   <div itemprop=”aggregateRating” itemscope itemtype=”http://schema.org/AggregateRating”>

   Rated <span itemprop=”ratingValue”>3.5</span>/5

   based on <span itemprop=”reviewCount”>11</span> customer reviews

   </div>

</div>

h-recipe

<meta property=”og:site_name” content=”letthebakingbeginblog.com” />

<article class=”h-recipe”>

   < class=”p-name”>15 Minute Easy Margherita Flatbread Pizza</>

   <img class=”u-photo” src=”<photo-source”>

   <h3>Ingredients</h3>

   <ul>

     <li class=”p-ingredient”>1 Naan bread</li>

     <li class=”p-ingredient”>3 pieces fresh mozzarella</li>

     <li class=”p-ingredient”>1 1/2 tbsp olive oil</li>

     <li class=”p-ingredient”>1 1/2 tbsp balsamic vinegar</li>

     <li class=”p-ingredient”>5 basil leaves</li>

     <li class=”p-ingredient”>3 cloves garlic</li>

     <li class=”p-ingredient”>1 tomato</li>

   </ul>

   <p>Takes <time class=”dt-duration” datetime=”1H”>15 min</time>,

    serves <data class=”p-yield” value=”4″>2</data>.</p>

   <h3>Instructions</h3>

   <ol class=”e-instructions”>

     <li>Press fresh garic and mix with oil.</li>

     <li>Brush the flatbread with half the oil mixture. Place in preheated oven for 5 minutes.</li>

     <li>Arange sliced mozzarella and tomato on flatbread. Place back in oven until cheese is melted and bubbly.</li>

     <li>Sprinkle with chopped basil.</li>

   </ol>

 </article>

Article Pins

Open Graph:

<head>

   <meta property=”og:type” content=”article” />

   <meta property=”og:title” content=”Exploring Kyoto’s Sagano Bamboo Forest – CNN.com” />

   <meta property=”og:description” content=”A constant inclusion on lists of “forests to see before you die,” here’s how to see the real thing.” />

   <meta property=”og:url” content=”http://www.cnn.com/2014/08/11/travel/sagano-bamboo-forest/” />

   <meta property=”og:site_name” content=”CNN.com” />

   <meta property=”article:published_time” content=”2014-08-12T00:01:56+00:00″ />

   <meta property=”article:author” content=”CNN Karla Cripps” />

</head>

Schema.org

<meta property=”og:site_name” content=”Example Site” />

<div itemscope itemtype=”http://schema.org/Article”>

   <meta itemprop=”url” content=”http://www.cnn.com/2014/08/11/travel/sagano-bamboo-forest/” />

   <span itemprop=”name” content=”Exploring Kyoto’s Sagano Bamboo Forest – CNN.com” />

   by <span itemprop=”author” content=”CNN Karla Cripps” />

   <img itemprop=”image” src=”http://www.example.com/2013/article_image.png” alt=”

Kyoto Forest” />

   <span itemprop=”description”>A constant inclusion on lists of forests to see before you die, here’s how to see the real thing.</span>

   <div itemprop=”relatedItem” itemscope itemtype=”http://schema.org/Article”>

       <a itemprop=”url” href=”http://www.example.com/2013/09/older_article.html”>

   </div>

   <div itemprop=”realatedItem” itemscope itemtype=”http://schema.org/Article”>

       <a itemprop=”url” href=”http://www.example.com/2013/08/different_article.html”>

   </div>

   <span itemprop=”datePublished” content=”2014-08-12T00:01:56+00:00″></span>

</div>


Rich Images

Being an image-centric platform, it’s of utmost importance that we optimize images as much as possible. Since images are the first thing pinners interact with it’s advisable to have high resolutions, appropriately crafted via size and proper aspect ratio.  The best thing about Pinterest Marketing id that, it’s being a visual platform is that it’s not just about still images.

Your content can include Infographics, Animated GIF’s & Videos. These content types are great to have and offer tons of engagement when created strategically. Good visual content drives a lot of engagement and provides ample opportunities to re-pin.

Lastly, you cannot drive everything with just an image. As mentioned before, it’s essential to have good image coupled with a laser focus description. This helps in getting images discovered and get up there in the Pinterest algorithm as well.

We recommend having at least 600*900 pixels with a 2:3 ratio and up to 600*1260. For higher resolutions use anywhere between 1000*1500 pixels to 1000*2100 pixels.

Analyze Your Work

One of the most important things for us is to be able to analyze our efforts. Every post we create, every engagement we do, the pins we share, the products we keep on the website. It’s genuinely insightful and unfathomable what we can do with the data. Pinterest Analytics offer such metrics in their dashboard and provide an abundance of information. There are some fascinating metrics which you can track with the help of analytics.

  • Unique Visitors on your pins
  • Website visits from Pinterest
  • Statistical comparison
  • Pieces of content being pinned directly from the website
  • Your Unique RePins
  • Pins Impression Share
  • Click Through Rate to website

Not only this, but you can also measure audiences here. Your Pinterest dashboard gives you information regarding demographics as well as audience affinities. This can potentially enable you to re-target them via multiple platforms. 

Bonus Giveaway:

Pinterest came up with an exciting idea of having Pincodes couple of years back and believe us; they are one of the best things to bring your offline store and your web strategy in sync.

It’s amazing what you can do with your camera. With Pincodes, your users can find brand or products which they see offline. This will help your users to discover more awesome things online and shop directly from your website.

To conclude, Pinterest can be a very integral part of your online as well as an offline marketing strategy. What it takes is a very strategic and attractive mix of content. As attractive the strategies for Pinterest Marketing might seem, it is challenging to keep consistency. In case we’ve missed out on a thing or two, please let us know in the comment section below.

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