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Growth marketing through Pinterest: tips and best practices

November 17, 2023 | Jimit Mehta

Picture this: You're scrolling through Pinterest, looking for inspiration for your next DIY project, when you come across a stunning product that catches your eye. You click on it and are immediately taken to a website you've never heard of before. But the more you browse, the more you realize how much you love their products, and before you know it, you're adding items to your cart.

As a business owner or marketer, you might wonder how that company was able to attract your attention on Pinterest and turn you into a customer. The answer lies in growth marketing, a strategy that focuses on expanding a business by creating new and innovative ways to attract and retain customers.

In recent years, Pinterest has become a powerful platform for growth marketing, with its 400 million monthly active users and its highly visual and creative nature. By using Pinterest to its full potential, businesses can reach new audiences, drive website traffic, and increase sales.

In this article, we'll explore the world of growth marketing through Pinterest, and share tips and best practices to help you make the most of this platform. Whether you're a small business owner or a marketer for a large company, this guide will provide you with valuable insights to help you grow your brand on Pinterest.

Understanding the Pinterest audience: demographics and interests

To effectively use Pinterest for growth marketing, it's essential to understand the platform's audience, their demographics, and interests. Pinterest has more than 400 million monthly active users, and a significant portion of its users are women. In fact, nearly 60% of Pinterest users are female, with the majority falling in the 18-49 age group.

Beyond just gender and age, it's also important to understand what interests and topics resonate with Pinterest users. The platform is known for its highly visual and creative content, with many users turning to Pinterest for inspiration and ideas for everything from home decor to fashion to food.

By gaining a deeper understanding of the Pinterest audience and their interests, businesses can create content that is tailored to those interests and is more likely to resonate with users. For example, a fashion retailer might create boards and pins featuring the latest fashion trends and styles, while a home decor brand might create boards and pins that showcase interior design ideas and inspiration.

Overall, understanding the Pinterest audience is critical for creating a successful growth marketing strategy on the platform. By knowing who your target audience is and what they're interested in, you can create content that will engage and attract them, ultimately leading to more traffic, engagement, and sales.

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Setting up a business account on Pinterest

If you're looking to use Pinterest for growth marketing, setting up a business account on the platform is the first step. A business account on Pinterest offers a range of features and benefits that are not available on personal accounts, including access to analytics, the ability to run ads, and the option to claim your website to track how your content is performing.

Setting up a business account on Pinterest is relatively easy and straightforward. First, you'll need to create a Pinterest account if you don't already have one. From there, you can convert your personal account to a business account, or create a new business account from scratch.

When setting up your business account, you'll need to provide some basic information about your business, including your business name, website URL, and location. You'll also have the option to verify your website, which allows you to access additional analytics data and insights.

Once your business account is set up, it's important to create a strong profile that accurately represents your brand. This includes creating a clear profile picture, writing a compelling bio, and linking to your website and other social media profiles.

By setting up a business account on Pinterest, you'll be able to take advantage of the platform's many features and benefits, ultimately helping you to grow your brand and reach new audiences.

Creating a Pinterest content strategy

Creating a solid content strategy is essential for using Pinterest for growth marketing. A content strategy outlines the types of content you'll create, the topics you'll cover, and how you'll promote your content on the platform.

When creating a Pinterest content strategy, it's important to keep in mind the visual and creative nature of the platform. Pinterest users are drawn to high-quality images and engaging content, so it's important to create visually appealing pins that will capture their attention.

Your content strategy should include a mix of different types of pins, such as product pins, blog post pins, and inspirational pins. It's also important to cover a range of topics that are relevant to your business and your audience's interests.

To make the most of your content, you should also create boards that are tailored to specific topics or themes. For example, a food blogger might create boards for different types of recipes, such as vegetarian, gluten-free, or quick and easy meals.

When it comes to promoting your content on Pinterest, it's important to follow best practices for SEO. This includes using relevant keywords in your pin descriptions, board descriptions, and profile bio, as well as optimizing your images with alt text and descriptive file names.

Overall, a strong content strategy is key to success on Pinterest. By creating high-quality, visually appealing content that's tailored to your audience's interests, you can attract more followers, drive more traffic to your website, and ultimately grow your business.

Optimizing Pinterest boards and pins for search

Optimizing your Pinterest boards and pins for search is a critical component of growth marketing on the platform. By optimizing your content for search, you can increase the visibility of your pins and boards, ultimately helping you to attract more followers and drive more traffic to your website.

One of the key ways to optimize your Pinterest boards and pins for search is by using relevant keywords. This includes incorporating keywords into your board titles and descriptions, as well as your pin descriptions. When selecting keywords, it's important to focus on terms that are relevant to your business and your audience's interests.

Another important factor to consider when optimizing your content for search is the quality of your images. Pinterest is a highly visual platform, so it's important to use high-quality images that are visually appealing and relevant to your content. You should also optimize your images with alt text and descriptive file names, as this can help your content to rank higher in search results.

It's also important to organize your boards in a logical and easy-to-understand way. This includes creating boards that are focused on specific topics or themes, and using board descriptions to provide additional context about the content that you're sharing.

Finally, it's important to be consistent in your use of keywords and branding across all of your Pinterest content. This helps to build a strong brand identity and makes it easier for users to find your content and engage with your brand.

Overall, optimizing your Pinterest boards and pins for search is an important part of growth marketing on the platform. By focusing on relevant keywords, high-quality images, and consistent branding, you can increase your visibility on the platform and ultimately drive more traffic to your website.

Leveraging Pinterest advertising for growth

In addition to organic growth strategies, leveraging Pinterest advertising can be an effective way to grow your business on the platform. Pinterest advertising allows you to reach a wider audience and promote your content in a more targeted way.

One of the key advantages of Pinterest advertising is the ability to target specific user interests and behaviors. You can create ads that are targeted to users who have shown an interest in specific topics or products, or who have engaged with your content in the past. This allows you to reach users who are more likely to be interested in your products or services, ultimately increasing the effectiveness of your ads.

Pinterest also offers a range of different ad formats, including promoted pins, promoted videos, and carousel ads. Each ad format has its own strengths and can be used to achieve different goals, such as driving traffic to your website or increasing brand awareness.

When creating Pinterest ads, it's important to focus on creating visually appealing content that will capture the attention of users. This includes using high-quality images or videos, as well as compelling copy that encourages users to engage with your content.

It's also important to track the performance of your Pinterest ads and make adjustments as needed. This includes monitoring key metrics such as click-through rates, engagement rates, and conversions, and making changes to your targeting or content as needed to improve performance.

Overall, leveraging Pinterest advertising can be a powerful way to grow your business on the platform. By targeting specific user interests and behaviors, using visually appealing content, and monitoring your ad performance, you can effectively reach new audiences and promote your brand on Pinterest.

Engaging with the Pinterest community through social listening

Engaging with the Pinterest community is an important part of growth marketing on the platform, and social listening can be a valuable tool for understanding and connecting with your audience.

Social listening involves monitoring social media platforms, including Pinterest, for mentions of your brand, products, or industry. By listening to what users are saying about your brand and your industry, you can gain valuable insights into their interests, needs, and preferences.

To engage with the Pinterest community through social listening, you can use tools such as Pinterest analytics, which can help you to track key metrics such as impressions, engagement, and clicks. You can also use social media monitoring tools to track mentions of your brand or industry on Pinterest, and to join in conversations that are relevant to your business.

Engaging with the Pinterest community through social listening can help you to build relationships with your followers and establish your brand as a trusted authority in your industry. By responding to user comments and questions, sharing content that is relevant to their interests, and providing helpful information, you can create a more engaged and loyal following on the platform.

It's also important to keep in mind that social listening is a two-way conversation. In addition to monitoring what users are saying about your brand, you should also be listening to their feedback and using it to improve your products or services. This can help to build trust and loyalty among your followers and ultimately drive more growth for your business on Pinterest.

Overall, engaging with the Pinterest community through social listening is an important part of growth marketing on the platform. By listening to what users are saying, joining in conversations, and providing helpful information, you can build stronger relationships with your followers and ultimately drive more growth for your business.

Measuring success on Pinterest: key metrics to track

Measuring the success of your growth marketing efforts on Pinterest is crucial to understanding how well your strategies are working and where you can make improvements. There are several key metrics you should track to assess the performance of your Pinterest content and ads.

The first metric to track is impressions, which measures the number of times your content has been displayed to users. This metric can help you to understand the reach of your content and whether it is being seen by your target audience.

Engagement rate is another important metric to track, as it measures the number of interactions your content is receiving, such as saves, clicks, and comments. This metric can help you to understand how well your content is resonating with your audience and whether it is driving the desired actions.

CTR is a metric that measures the number of clicks your content is receiving compared to the number of impressions it has received. This metric can help you to assess the effectiveness of your content in driving traffic to your website or other external pages.

Conversions are another key metric to track, as they measure the number of users who take a desired action, such as making a purchase or signing up for a newsletter. Tracking conversions can help you to understand how well your content is driving bottom-line results for your business.

Finally, it's important to track your ROI for your Pinterest advertising campaigns. This involves comparing the cost of your advertising to the revenue generated by those campaigns. By tracking your ROI, you can assess the effectiveness of your advertising efforts and make adjustments as needed to improve performance.

Overall, tracking these key metrics can help you to understand the performance of your growth marketing efforts on Pinterest and make data-driven decisions to improve your results. By monitoring your metrics and making adjustments to your strategy as needed, you can drive more growth and success for your business on the platform.

Tips for using Pinterest to drive website traffic

Pinterest is an excellent platform for driving traffic to your website and increasing your online presence. With millions of users and a highly visual format, Pinterest can help you to reach new audiences and promote your products and services in a unique way.

Here are some tips for using Pinterest to drive website traffic:

  1. Create visually appealing pins: Pinterest is a highly visual platform, so it's important to create high-quality, visually appealing pins that will catch the attention of users. Use high-quality images and add text overlays to make your pins stand out.

  2. Optimize your pins for search: Just like with any search engine, optimizing your pins for search is crucial for driving traffic to your website. Use relevant keywords in your pin descriptions and titles to help your pins show up in search results.

  3. Pin consistently: Consistency is key on Pinterest, so make sure to pin regularly and consistently to keep your audience engaged. You can use a scheduling tool to help you plan out your content and ensure that you're pinning at the right times for maximum engagement.

  4. Pin trending topics: Pinning content related to trending topics and events can help you to reach a wider audience and increase your visibility on the platform.

  5. Use Pinterest ads: Pinterest ads are a great way to promote your content and reach new audiences. You can use Promoted Pins to boost your content and drive traffic to your website.

  6. Include a call-to-action (CTA): Make sure to include a clear and compelling call-to-action in your pins, such as "Click here to learn more" or "Visit our website for more information." This can help to encourage users to click through to your website and take the desired action.

By following these tips, you can effectively use Pinterest to drive website traffic and grow your online presence. By creating visually appealing content, optimizing for search, pinning consistently, and using Pinterest ads, you can increase your visibility on the platform and reach new audiences.

Best practices for creating high-converting Pinterest ads

Pinterest advertising is a great way to drive traffic to your website and boost your online sales. However, creating high-converting ads on Pinterest can be a challenge. Here are some best practices to help you create Pinterest ads that convert:

  1. Use high-quality images: The images you use in your Pinterest ads should be visually appealing and high-quality. Choose images that are relevant to your product or service and that will catch the attention of your target audience.

  2. Use text overlays: Adding text overlays to your images can help to highlight the benefits of your product or service and encourage users to click through to your website.

  3. Include a clear call-to-action (CTA): Your Pinterest ads should include a clear and compelling call-to-action that encourages users to click through to your website. Use language that creates a sense of urgency, such as "Limited time offer" or "Act now."

  4. Target your ads effectively: Pinterest allows you to target your ads based on a variety of factors, including interests, keywords, and demographics. Make sure to target your ads effectively to reach your ideal audience and maximize your conversions.

  5. Test your ads: To find out what works best for your business, it's important to test different ad formats, images, and CTAs. Use A/B testing to compare different versions of your ads and optimize for the best results.

  6. Use rich pins: Rich pins provide additional information about your product or service, such as pricing and availability. By using rich pins in your ads, you can provide users with more information about your products and increase the likelihood of a conversion.

  7. Keep your branding consistent: Make sure that your Pinterest ads are consistent with your brand messaging and visual identity. This can help to build brand awareness and recognition, and make your ads more effective at driving conversions.

By following these best practices, you can create high-converting Pinterest ads that drive traffic to your website and increase your sales. By using high-quality images, text overlays, clear CTAs, effective targeting, testing, rich pins, and consistent branding, you can create ads that resonate with your target audience and encourage them to take action.

How to incorporate Pinterest into your overall marketing strategy

Pinterest is a powerful platform that can be a valuable addition to your overall marketing strategy. To incorporate Pinterest into your marketing strategy effectively, there are a few key steps you can take:

  1. Set clear goals: Before you start using Pinterest, it's important to define clear goals that align with your overall marketing strategy. Are you looking to drive traffic to your website, increase brand awareness, or boost sales? Once you have a clear idea of your goals, you can start to develop a plan for how to achieve them using Pinterest.

  2. Understand your audience: To use Pinterest effectively, it's important to understand your target audience. Who are they, and what do they want? Use Pinterest's analytics tools to get insights into your audience's interests and behaviors on the platform.

  3. Create a content plan: To succeed on Pinterest, you need to create high-quality, visually appealing content that will resonate with your target audience. Develop a content plan that includes a mix of your own content and relevant third-party content, and use keywords and tags to make your content more discoverable.

  4. Promote your content: To maximize the reach of your content on Pinterest, it's important to promote your pins through paid advertising. Pinterest offers a range of advertising options, including Promoted Pins and Promoted Videos, that can help you reach a larger audience and drive traffic to your website.

  5. Monitor and adjust your strategy: To make sure that your Pinterest marketing strategy is effective, it's important to monitor your results regularly and make adjustments as needed. Use analytics tools to track your key metrics, and test different strategies to see what works best for your business.

By incorporating Pinterest into your overall marketing strategy, you can reach new audiences, drive traffic to your website, and increase your sales. By setting clear goals, understanding your audience, creating a content plan, promoting your content, and monitoring your results, you can create a winning Pinterest marketing strategy that supports your broader business goals.

Wrapping up

If you're looking to grow your business, you should consider incorporating Pinterest into your marketing strategy. Pinterest is a powerful platform that can help you reach new audiences, drive website traffic, and increase your sales. But to succeed on Pinterest, you need to follow some best practices and tips. These include setting up a business account, understanding your audience, creating a content strategy, optimizing your boards and pins for search, leveraging Pinterest advertising, engaging with the Pinterest community, measuring your success, and using Pinterest to drive website traffic.

By following these best practices, you can create a successful Pinterest marketing strategy that will support your overall business goals. So whether you're a small business owner or a marketer at a larger company, there's no better time to start exploring the possibilities of Pinterest for growth marketing.

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