Your business just opened a Pinterest business account and you’re wondering how to establish a Pinterest marketing strategy…that’s why you clicked on my very descriptive headline!
Pinterest is a very different social media platform when compared to Twitter, with minor similarities to Facebook. If you think you can cut and paste your Facebook strategy though, you’re going to fail.
This Pinterest marketing strategy guide will give you nine steps to follow to get your Pinterest interesting. There will be photos along the way to help you see what I’m talking about, and give actual examples.
How to Establish a Pinterest Marketing Strategy in 9 easy steps
The marketing options that Pinterest gives you are about as wide as any other social media platform. Try to figure out what it is you want to do with the overall goal of your Pinterest boards:
- Engage with your fans
- Send traffic to landing pages on your website
- Establish your brand and build awareness
- Find new customers
- Teach people about your products
- Straight up sell product
Once you have chosen what you want your Pinterest marketing strategy to do, and feel free to pick more than one, you’ll be able to establish data points that you can use to determine your success or failure.
Check out the picture above to see how hard Nordstrom pushes their products, and quite successfully if their active boards are to be believed!
2. Find your target market
This is classic marketing 101 type work. You need to establish your target market at the start of your Pinterest marketing strategy to start taking advantage of things like their Promoted Pins. Here’s what you’ll want to have ready:
- What will your ideal Pinterest fan profile be?
- Where are they on Pinterest, and how will you start interacting with them?
- What techniques can you use to gain a deeper understanding of them?
A part of this last point is going to come from your Pinterest Analytics dashboard as you move forward.
Take a look at how hard Nike is working to target women on their Nike Women board. With 80% of Pinterest users being women, it was quite wise of them to establish a board specifically for women and not mix them in with men:
3. How can you be better than your competitors on Pinterest
Your direct competition on Pinterest may not be the store across the street, but you will have some established industry experts already on Pinterest. Take a look at:
- How they interact with their fans.
- What they fail to do well and what you can do better than them.
- What are they showing you about what sort of market share you can take from Pinterest.
Your competitors are your best learning tool on Pinterest. What do you think DC Comics can learn from Marvel Comics’ curated content on their “Costoberfest” board?
4. Determine where your pictures are going to come from
If you have loads of your own images, you’re all set. If your strategy is to pin other people’s pins for the most part, you’ll still need a few original photos to yourself.
A wide variety of images is key. Try:
- Purchasing from a stock photo service.
- Hiring an artist from time to time.
- Hiring a photographer for planned events.
- Getting a graphic design program and creating your own images.
Without your own images, you’ll fail. Who wants to look at the Victoria Secret Pinterest board with no photos? No one!
Many businesses think that they can set up their Pinterest account and leave it to an intern. This usually proves to be a poor choice – you wouldn’t trust your nationally televised commercial to a bunch of unpaid employees, would you? Get the right people on your side and establish who amongst them will:
- Create your pictures and videos
- Pin your content to your boards
- Interact with your audience
You can often have one person do more than one job, but you can’t just throw it at anyone and expect that they know what they’re doing. Hire the right people to work on your Pinterest marketing strategy or it will fail. An amateur didn’t create that photo and drawing for Samsung, don’t think that you can either.
If you’re having issues with getting those first few followers, regardless of who you’re hiring, try our Pinterest service for more followers to get you started. Sometimes it isn’t anything to do with your personnel, it’s just that big fat zero staring your potential fans in the face!
6. Establish your content calendar for Pinterest
You’ll want to establish:
- How often you’ll pin
- When exactly you will pin
- How often you’ll follow up on replies and comment
Some of this will be determined above as you sort through your current talent pool. Timing is also critical as you’ll want you new pins to go up at the time that your audience is online. Use this to guide you at first, and then use your analytics to see how successful your timing is.
With 167 different boards, and one of the most active followings on Pinterest, you can bet that Better Homes & Gardens is working hard around the clock to please their fans.
7. Actively promote your Pinterest boards
This is when you establish solid ways to continually advertise your Pinterest boards. You can do this by:
- Including a link in your email signature.
- Adding a link to your Pinterest from your email subscriber blast.
- Using Pinterest widgets on your website.
- Adding your Pinterest account to your business cards and general marketing materials.
Take a look at how Nordstrom are always hustling their Pinterest board in this photo from their website. The “Pin it” button is right there for you to pin this to your own board:
8. Cross over to other social media platforms
Almost every business has a few other social media channels open, and if you don’t it’s time you do. Take a look at building a Twitter business account and work from there. Cross promotion is incredibly important as not every fan you can have will be on Pinterest. Your fans may be on Twitter, Facebook, or Instagram, but you’ll never get them to your Pinterest without cross promotion.
The Met Museum understands a lot of things, check out how they understand the importance of cross promotion:
— metmuseum (@metmuseum) October 24, 2014
9. Go back to step one and determine success
In step one you established what you wanted to do with your Pinterest. A few months in you’ll start to have enough data to look at so that you can figure out how well it’s working. Start looking at these measurable, and determine your ROI. Are you getting what you wanted? If yes – keep the course steady. If not, you have nine steps to go through again!
Now check out the Devumi Pinterest Board for more tips!
Feature image from Wikimedia Commons.