As Pinterest expands its promoted pins program and partners more strongly with brands, it’s imperative that you, the social marketer, understand how to optimize your content on the network. Here are some tips and tricks that I hope help.
1. Use the Right Keywords
Be sure to use general, highly searchable terms in your pin description, the origin URL, and your original photo title.
For instance, say that you want to attract people who are looking for tourist attractions in Seattle. You’d want your pin description to include the text “Tourist Attraction Seattle,” or something of that ilk.
If you’re business is tied to a particular city, make sure that city is always in the description of your pin.
Also make sure these desired key words are included in the origin URL where the image lives. This increases searchability, as well.
Finally, name your image with care. Name the actual photo file with the keywords you want associated with your content.
2. Keep Those Repins Cooking
For popular words, the number of repins that a pin has received moves it to the top of the search results page. That’s the good news.
The bad news is, once your number of repins decreases, your pin will most likely get demoted down the page, or even disappear from the search results page.
A good way to keep your repins cooking and prevent this disappearing act from happening is to create a foundation of evergreen content: content that is not news-, time-, or even product-based. This will increase the chances that your pins get recycled through Pinterest and retain their positions on the top of search results pages.
Another way to do this is to partner with other brands in your space to repin one another’s content. You can each commit to repinning 30 pieces of each other’s content per month, for instance.
3. Run a Cross-Channel Campaign
By publicizing your Pinterest presence on other social channels and on your site, you’re more likely to increase exposure with people who already follow you on other social networks.
A nice way to do this is by running a contest. For instance, you can use your Facebook page and website to ask fans to follow you on Pinterest and create the best board for summer travel plans or crockpot recipes, with a reward like a free hotel stay or home appliance for the best board.
4. Consider a Daily or Weekly Theme
Keep Pinterest users coming back for more by consistently updating your Pinterest boards and creating new boards holidays, days of the week, months, seasons…the list goes on.
By tying your Pinterest content to what Pinterest users are currently experiencing, you’re more likely to create a connection with those users.
5. Ditch the Salesy Schtick
This one’s true for your presence on any social network, but it bears repeating.
If social users think you’re just trying to push a product on them, they will immediately distrust your brand (and maybe even the product itself).
Avoid this by creating pins and boards which provide useful tips, beautiful images, and helpful how-to’s. These will keep your brand top-of-mind without coming off as loud and desperate.
6. Get Interactive
Form a Pinterest community by creating community boards that allow followers to add pins.
This is also a terrific opportunity to run a contest: who can pin the best pins
For instance, if I were a yoga apparel brand, I might create a “Pose of the Day” board for a month, assigning followers a post for each day of the month and asking them to post their pictures on the board, then choosing a winner at the end of the month. This keeps users coming back day in and day out, getting them used to (and looking forward to) interacting with my brand.
7. Vary Your Timing
According to Buffer’s blog, varying your posting timingcanexpose your brand to different segments of the Pinterest population and lead to more exposure, repins and followers.
This killer infographic is a good guide for posting times, and a reminder that they matter.
8. As Always, Create Good Content
This not only encourages repinning of your pins within Pinterest — it also makes your site content very pin-able, which is an organic, low-lift way of getting your brand exposure on Pinterest.
A big part of creating Pinterest-worthy content for your brand is doing your research.
If you are targeting a particular group of people — say, middle-aged women who are into baking or older men who are interested in home decorating — it behooves you to scour boards on Pinterest and see which content these folks are repinning. This will make you more likely to create pins which spreads well on Pinterest.
Bottom line is, you can’t trick Pinterest into serving up content that doesn’t truly enrapture people or provide value, so make sure you’re doing one or both of these things.
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I’m the Content Marketing Manager here at Simply Measured. I manage our blog, produce longform content, head our co-marketing initiatives, and host the Simply Social podcast, among a few other things. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.
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