If you just opened your own Pinterest business account and are wondering why no one is giving you repins and follows, you’re likely stumbling blind. You need a good and cohesive plan to get results on Pinterest, and I’ll be talking about how to get from nothing to a finished set of Pinterest marketing goals here in this article.
Establishing Pinterest marketing goals and reaching them
What are your Pinterest marketing goals, anyway?
The first step is to make sure you have Pinterest marketing goals that are worth your time. If your response to this is “Duh, I want to make money,” then you need to read on and learn what real Pinterest marketing goals are.
As an example, you can set the goal of:
- finding an audience to engage with
- increasing your brand awareness
- starting a Pinterest sales funnel to your website
- teaching your audience about new products
- entertaining your audience with exciting product news and information
Once you have a goal in mind you need to start attaching metrics to it. This is what you’ll use your Pinterest Analytics Dashboard to track later on to know if you have succeeded.
Who are you trying to market to on Pinterest?
Now that you know what you want to do on Pinterest, you need to figure out who you want to do it with. Trying to appeal to every single person on Pinterest will likely find you appealing to no one. Pinterest is all about engaged communities, if you don’t appeal to some of these small groups you won’t get any repins or followers.
You can do this by:
- Having a rough idea of who your larger target market is. Your other marketing can inform this decision.
- Creating profiles of ideal target who are on Pinterest and will help you reach your Pinterest marketing goals.
- Finding the places, or Pinterest boards, where they gather and how your content can be appropriately placed there.
- Research other topics which interest them and how your company can fit into these interests.
Your goal here is to not shape your target market to your Pinterest marketing goals, but to find out what already interests and motivates them. This isn’t like TV advertising where you’re forcing people to listen to your brand story. They have to choose to listen, and you have to listen to them first.
Nike may not have sold a ton of Nike Air MAGs, but they created a huge buzz amongst their target marketing on nearly every social platform.
Figure out where you will get your content
This relates to where or how you will access the copyright free images that will help you meet your Pinterest marketing goals. You need pictures for Pinterest, and you need lots of them! Yes, you can repin other people’s pins, but that is not going to create the truly remarkable content that people will notice and get them following you.
You can try:
- hiring an in-house photographer
- hiring an artist
- buying stock photography
- using content curation tactics once you have a more established following
A lot of this will come down to your already established human resources. If you already have a photographer or artist working for you, it’s a no-brainer on who you will turn to. Just be sure you’re not over-taxing those creative types and that they have the time needed to do a good job. Pinterest content creation takes time to do well, but can be rushed and worthless if you prefer!
Create a social media calendar to meet your Pinterest marketing goals constantly
If you set up your Pinterest account, pin a whole bunch of content, and walk away, you may get a few fans. If you remain consistent, and pin regularly, you will see much better results. Build your Pinterest calendar by determining:
- how frequently you’ll pin
- what days and times you’ll pin at – follow your competitors at first, then let your analytics guide you
- who will help you stick to this calendar – do you need a dedicated social media manager for Pinterest?
Having a regular schedule allows the Pinterest fans you gain to know when to show up, like a TV show that has a regular spot every week. We can help you get those first few Pinterest followers, but your Pinterest marketing goals may revolve around your fans knowing when to come see you.
Promoting your Pinterest account
There are the same two channels for promoting your Pinterest account as any other marketing you do: online, and offline.
Online tactics marketing tactics will include using Pinterest widgets on your website to drive people to your Pinterest account, advertise it on other social media platforms, and including it in your email marketing.
Offline tactics marketing tactics can include putting your Pinterest account address on advertising, connecting your real world products to their pin via display signage, and giving out codes on Pinterest that relate to sales.
Both offline and online tactics are only limited by your imagination, and your Pinterest marketing goals.
Track your stats to measure your Pinter marketing goal success
I pointed out the Pinterest Analytics dashboard above. Be sure to view it on a regular basis to track your progress. When you see the number moving up, be sure to note what tactics you’ve been using to see these results. When you see the numbers going down, make note of this too.
Pinterest marketing could help you get the best ROI out of any of your social media marketing. Be sure to use it right to maximize what you’re getting out of your Pinterest marketing goals.