Pinterest is now valued at 11 billion dollars after a recent infusion of venture capital funding. The user base keeps expanding and Pinterest is rolling out new changes that just might prove to help with your marketing strategy.
We’ve talked about Pinterest in this space before. Most notably about how Pinterest is not just for women – perhaps one of the greater misconceptions about the website. In fact, men are now the fastest-growing demographic. At last count, males accounted for 12 million Pinterest users. That is more than the subscription base of GQ, Esquire and Sports Illustrated magazines combined!
To get men (and women) to pin (and buy) from you, make sure your website has pages with your products and services that are pinnable. To do this, check out this Pinterest page on how to build a Pin It button.
So, here are some ways you can take your marketing up a notch with Pinterest.
- Take Advantage of Improved Search Functionality
Pinterest has recently updated their search feature. Search results are now more relevant to the user. So to make sure you are found in the new Pinterest Guided Search, always include descriptions in your pins and pinboards that are keyword-rich. Use keywords that are unique to you and your business.
You can even influence how your blog post images are found in Pinterest! When you upload an image to your website or social media site, make sure you include “Alt Text” for each image. Pinterest automatically reads this “Alt Text” when someone pins your image. When they do, your “Alt Text” becomes the default description for that image.
Additionally, Pinterest’s Guided Search looks at pin descriptions to determine which pins are relevant to show in user searches. So be sure your “Alt Text” includes keywords relevant to your business and the image.
- Enhance User Experience with Rich Pins
A Rich Pin is a special pin that offers more information than regular pins on Pinterest. There are five
types of Rich Pins: Article, Product, Recipe, Movie and Place.
The most likely ones for business use are the Article, Product and Place pins. These are not just for big brands. Bloggers and website owners can add Rich Pins to their content.
As an example, an Article Pin could include a blog post headline and the article’s introduction below the image. A Place Pin could show a map of your business location and driving directions. Once you have added Rich Pins to your website and blog posts, the data populates to Pinterest when someone pins your image.
There are three steps to adding Rich Pins to your online content.
- Add Open Graph or Schema.org markup to individual posts or pages of your site.
- Use the Pinterest Rich Pin Validator to make sure Pinterest sees your Rich Pin data.
- If Pinterest gives you the thumbs-up, click “Apply now” in the validator to submit your Rich Pin to Pinterest. Make sure to select “HTML tags” when you’re applying.
If your blog or website is built on WordPress, use the Yoast SEO plugin to add Open Graph data to your posts for the most Rich Pin types. There are several WordPress plugins available to make the process easier.
Learn more about Rich Pins with this Pinterest article.
- Buy Promoted Pins
Yes! Pinterest is launching advertising! Using the Pinterest Promoted Pins program, you can get your pins placed in other users’ feeds.
Promoted Pins blend seamlessly ith other non-paid pins in a user’s feed. At the time we posted this blog, Pinterest ad prices are considerably less than other social media sites. The Promoted Pins program is only available to U.S.-based businesses at this time.
One blogger and graphic designer is using Promoted Pins to direct users to a blog she posted with a call-to-action for a PDF of the blogger’s branding guide.
The blogger is getting a 74 percent opt-in rate on that blog post. That means a huge majority of Pinterest users are signing up for the guide after reading the post. With similar Promoted Pin campaigns, the blogger brings in 800 to 1,000 new subscribers every month. All this for less than $125 for the Pinterest ads.
For information on how to set up Promoted Pins, which will help you reach more people on Pinterest, see this Pinterest page about starting your first campaign.
- Prepare for Pinterest’s Buyable Pins
In early June, Pinterest announced they are going to allow users to buy products directly from the Pinterest Mobile App. Once launched, users will see a blue “Buy It” button on items that are available for direct checkout through the mobile app.
If you use Shopify as your shopping cart service for your website, you can get the “Buy It” button for your products now. You can also get on the waiting list for Buyable Pins by clicking this link. Pinterest will alert you when Buyable Pins are more widely available.
Embedding big and bold graphics and images into your online content is more important than ever. Images encourage your users to share your work and Pinterest is a great place to share. There are many tools and resources to help you create compelling graphics. If you’re not an artist, or if you are not on speaking terms with a cousin who is, check out Canva for a free, online design your own graphic website.
You can also find high quality, royalty free, stock photography to purchase at Dollar Photo Club. All photos are just a dollar.
You can also find graphic artists that can design for you at Fiverr where prices start at just $5.
The Pinterest user base is growing; with these new Pinterest tools, now is a great time to consider adding Pinterest to your marketing mix. Your current and potential customers are on Pinterest looking for content and products like yours! Let them know you have what they want!