Many people misunderstand that Pinterest is this happy ‘soft’ social media site for moms and wives, where everything is always perfect and great. While this assumption is not necessarily wrong, Pinterest frequently flies under the radar as a practical marketing tool, to the detriment of those who fail to invest time in a Pinterest marketing strategy.
To be sure, people underestimate Pinterest when compared to other social media sites. Many wouldn’t even call it a social networking site at all – it’s technically a “social bookmarking tool.”
Whatever we call it, Pinterest is much easier to master than the world’s Facebooks and Instagrams. At least compared to these giants, Pinterest has almost an unrestricted organic reach, with an easy learning curve, thanks to the fact that major updates are minor.
While you may be tempted to label it “small,” the numbers behind Pinterest tell another story. Pinterest’s visual search engine attracts 335 million+ monthly active users, more than 2 billion monthly searches, and more than 100 million bookmarks.
Still not convinced that Pinterest is where it should be? How about this – the visual nature of the site puts people in the mood to buy, leading to much more legitimate buying intentions than any other social network. Look this:
- 87% of pinners have bought something they have seen on the site and 93% have used Pinterest to plan future purchases.
- Pinterest drives more than 17% of page view to e-commerce sites.
- ⅔ of the Pins show a brand or product.
The coolest thing about Pinterest is that it has the ability to remain. If you’re more interested in spending time creating evergreen, enduring content versus creating ephemeral content (like Instagram Stories, Facebook, and Snapchat), then Pinterest may be your perfect business social media fit.
Evergreen substance on Pinterest has the longest half-existence of every social site – 151,200 minutes (that is 105 days!). Compare this to the 90 minutes of a Facebook post and the 24 minutes of a Tweet and your time spent marketing on Pinterest can prove to give you better returns.
Don’t forget to read our related posts on the topic: Visual Content Strategy: How to Use Visuals to Get More Traffic
Of course, before you jump on the Pinterest bandwagon, you need to first determine if it will work well for your brand.
Although more men are entering Pinterest (40% of new registrations are men), it is still mostly a girl’s game. Pinterest boasts users that they represent 45% of women online compared to 17% of men.
According to a study from the University of Minnesota and Georgia Tech, the most popular topics on Pinterest include:
- Food Drink
- Home decor
- Women’s Fashion
And the most mainstream subjects for men on Pinterest are:
- Home decor
Pinterest is popular across all age demographics. Its largest audience is made up of young people (36%), closely followed by Gen X members (ages 30-49) at 34%.
Pinterest Demographics Ages
Pinterest is very ambitious, 47% of users report that they use Pinterest to help plan life events. This presents an opportunity for related brands (especially luxury brands) to get paid when it comes to developing a marketing strategy on Pinterest.
While these statistics represent some of Pinterest’s target demographics, they cannot answer every individual question about whether marketing on Pinterest will be a good investment for your company. To do that, you will have to use this guide as a starting barometer, then dive in and give it a try.
For best results, follow this proposed Pinterest marketing strategy closely:
The most effective method to Use Pinterest on your WordPress Blog
When it comes to referral traffic, Pinterest may be your best source for “social media. This basic certainty alone makes it worth considering incorporating Pinterest advertising into your WordPress blog.
Pinterest Referral Traffic
It is important to note that Pinterest differs from other social media accounts in terms of how content is displayed. Pins, or the name for individual Pinterest posts, can be seen:
- In the startup news, usually ordered based on what is most relevant to you, at the user level
- When using a search to find Pins related to certain keywords
- When searching in categories like Food & Drink, Animals, or Home Decor
- In your profile, under your thematic boards (“Boards” are a collection of related Pins)
That multi-faceted approach to organizing makes it easier for users to organically find your content when they are interested in what you have to offer. Because of this, focusing on a Pinterest marketing strategy can mean taking people’s right to the “buy” step in your sales funnel.
There are many ways to incorporate Pinterest into your WordPress website, and three areas to optimize Pinterest:
For now, we will focus our Pinterest tips specifically on Pins, as they are the foundation of content on Pinterest.
Best Practices for Pinterest Images
There are many ways to increase the visibility of your Pinterest images, such as making them visually appealing, using the correct size images for the site, and using the correct keywords to improve discovery.
Using Images of the Correct Size
The images that are published on the platform are scaled. Specifically, the width of an image is scaled to 1000 pixels. When you click to expand a one-pin image, the image will scale to a width of 1,000 pixels and the image height is 1,500 pixels.
According to Pinterest, the best aspect ratios in images are between 2: 3 and 1:1 (width to height).
Tips for Beautiful Pinterest Images
A few quick Pinterest tips for creating eye-catching Pinterest images:
- Wear brands with gusto. Pinterest believes that tasteful branding contributes to increased repins and engagement. Include photos of your product packaging, or a watermark of your brand logo. If you don’t have a logo yet, try creating it right now with Logaster.
- Use lifestyle pictures and text covers to grab attention and help get ideas through. List images and infographics are also popular on Pinterest.
- Look at the current colors and designs on the board you post and then alter your Pinterest images to stand out from the cloud.
Use the Right Keywords
Pinterest is one of the largest search engines on the internet, so treat it as such when it comes to keyword research (and usage). Although full information on Pinterest SEO is beyond the scope of this article (let us know if you’re interested in a follow-up article on the topic in the comments though!), The main thing is the same as SEO for Google.
A few quick tips from Pinterest for SEO:
- Use your favorite top word research tool (like Google Keyword Planner or my personal favorite Ahrefs ) and then compare the results with the Pinterest Keyword Tool.
- Keep going back to the three areas you should be working on to optimize yourself on Pinterest: Pins, Boards, and your profile.
- Using your keywords, build up to 20+ boards with 100+ Pins, each.
How to Incorporate Pinterest into your WordPress Blog
Getting your content on Pinterest is only half the battle. The other half? Get others to do it for you.
There are 3 ways that users get the content for their Pinterest Boards:
- Upload content from your computer. You will be responsible for adding a link and descriptions to ensure that it is found by relevant Pinners.
- Re-Pin an image that someone had already posted before.
- Pin buttons, which are found on websites (or in your browser, with an extension installed ). When clicked, these Pin buttons automatically generate a preview of the Pins and ask the user which board to save it to.
Save to Pinterest button
The following Pinterest tips focus on getting people to Pin your content and follow you on the platform.
Pinterest Pin Buttons
There are two kinds of Pin Buttons:
- Pin button
- ‘Follow Pinterest’ button
The ‘Follow Pinterest’ Button will bring up a small dialog with a preview of the most recent Pins on your account so your visitors don’t have to leave your website to follow you.
You can add the Pin catch to your site in two unique manners:
- As a general button that users can click to pin to their websites on Pinterest
- A button that appears on every image on your website when users hover over the image
Social Sharing modules regularly accompany configurable Pin for Pinterest catches that guests can use to share your site content. Some Pinterest marketing plugins are programmed to mark the main image of a post, while others allow you to set which specific images you want to mark.
Social Warfare is one of those WordPress plugins that allow you to use social buttons to share and enjoy marketing on Pinterest. In addition to being able to use it to set a custom Pinterest and second-rate image, its pro version also has a unique feature called “ Pin (Pin) to an image for browser extensions ”. When on, this switch adds your custom Pinterest image to a Pin’s image choice when a visitor uses a browser extension to bookmark it. Social Warfare Pro starts at $29 / year for a website license.
Other than utilizing the Pin button, you may pick
Another way to get them to visit your site (and follow) your Pinterest board is by embedding a WordPress widget: Pinterest Embedded Boards, your Pinterest profile, or your most recent Pins.
One way to do this is by installing the AccessPress Pinterest plugin. AccessPress Pinterest is free and feature-packed, allowing you to set Pinterest-related features on your WordPress site, including:
- Button to mark images
- ‘Follow Pinterest’ button on your website
- Dashboard marking widgets
- Pinterest profile widgets
- Latest Pins News
When you have activated the plugin, you can start embedding Pinterest boards via widgets or shortcodes.
Pinterest also offers a widget builder that allows you to create/add buttons/widgets for your website/app – without the need for plugins. Just follow its instructions and copy/paste the resulting code.
Pinterest Widget Builder
Pinterest website button and widget offerings include:
- Save button
- Follow Button
- One Pin
- A board
- Your profile
Pinterest Features and Tools you would like to understand About
Pinterest has grown from being a simple pinboard to providing features that support its business and marketing functions.
Pinterest Business Accounts
Pinterest rolled out its business account feature in 2012.
If you already have a Pinterest account, you can easily convert your account to a Business account for free. If you are a business that is just getting started with Pinterest, you can directly sign up with a Business Account.
Creating a Pinterest Business account means accessing additional features and capabilities including:
- Educational content to better use the platform, such as Pinterest case studies and Best Practices
- The Exclusive Business account has, Rich Pins, Promoted Pins (Pinterest Ads), and Buyable Pins
- Analytics, like other social media analytics suites, help you understand how people engage with your company; on Pinterest and beyond.
The Pinterest Analytics suite examines information in three classes:
- Your Pinterest Profile: Shows the data divided into four sections: impressions, saved (repins), clicks, and all time.
- Reach People: Detail about the people who see your Pins, follow your boards or interact with your content in any way. This also shows which countries and cities your audience, gender, language, and more come from.
- Your Website Activity: To access this feature, Pinterest will require you to verify your website and when you do, you will be able to see what content they are engaging with the most from your website. You will also be able to see impressions, saves (repins), and pin clicks linking back to your site as a daily average.
When you sign up for a Pinterest business account, you will gain access to Rich Pins, Rich Pins are Pins that provide additional context about a Pin – a concept similar to Rich Snippets if you are familiar with SEO.
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Here are the four kinds of Rich Pins:
- App: Shows the Install button to motivate a download; only compatible with iOS apps at the time of writing this.
- Article: Help Pinners save stories that matter to them by displaying an article headline, author, and blurb.
- Product: Makes shopping easier. Including prices, availability, and when you can buy the product.
- Recipe: Includes information such as ingredients, preparation time, and cooking instructions for Pins with a recipe.
If you have a verified account, your website branding will be added to all Rich Pins. You can do that in the Pinterest Developer Area.
Rich Pins help enhance the potential reader experience with your Pins – think of them as a copy of your content.
Thanks to its success using Rich Pins, home decor brand Made.com saw a 36% increase in traffic to its site, a 51% increase in conversions, a 106% increase in transactions, and a 173% increase in profit.
How to Get Rich Pins on Pinterest
As mentioned above, to get access to Pinterest Rich Pins, you need to verify your website first.
This can be done either by adding metadata (meta tags) or an oEmbed Point on your website. If you are having a difficult time with this, try asking for help from your website developer.
To confirm this is done, test Rich Pins, then apply them to get access to Pinterest.
Buyable Pins are a relatively new Pinterest feature that allows people to buy your products without ever having to leave Pinterest — similar to the new Instagram Shoppable feed.
Buyable pins work best when integrated into eCommerce platforms like Salesforce Commerce Cloud, BigCommerce, and Shopify. Each of the aforementioned Pinterest eCommerce platform pages is linked above for instructions on how to apply and set Buyable Pins.
Buyable pins deal with both portable and web stages. When you have been approved to use Buyable Pins (which can take up to 5 business days), you will see a blue “Store” link on your Pinterest profile page. All of your active Buyable Pins will be displayed on this dashboard, so you can easily track all of your Buyable Pins in one place.
The bad news? There is currently no support for Buyable Pins in WooCommerce (which integrates well with WordPress). Since WooCommerce powers more than 42% of online stores, we expect to support shortly. For more information on Buyable Pins, check out the Pinterest article about it.
Like Facebook and many other social media sites, Pinterest has a feature that allows users to pay to promote their Pins to get more views.
Promoted Pins, also known as Pinterest Ads, are like regular Pins and don’t look much like an ad – beneficial in the age of ad blockers and fed up internet users. Since pins last forever, you can raise the relevant Pins whenever or wherever you need. Pinterest reports a 20% expansion in clicks with regard to utilizing Promoted Pins.
This feature is currently only available in the US, Canada, Australia, Ireland, the UK, and New Zealand. You can promote a Pin directly from your Pinterest business profile or through the Pinterest Ad Manager.
Pinterest offers three types of ad campaigns to use Promoted Pins to align with business goals:
Ad formats include Promoted Pins, One-touch Pins (Pins that take people to the site where the content originated with just one touch), Promoted App Pins, and Cinematic Pins (such as Facebook videos that start to move when you scroll through them).
A recent Pinterest update on ads involves search advertising, allowing businesses to put an ad in the forefront of searches when they show some kind of intention or interest in an idea or product (another win for using Pinterest to motivate a purchase intention).
As with other social networks, you only pay for Pinterest advertising when you get results, making it a safe investment when it comes to your Pinterest marketing efforts.
Pinterest Marketing Strategies
A few quick Pinterest tips for overall success with Pinterest marketing:
- Use horizontal images. You can easily create a visually appealing template in Canva.
- Build relationships with other bloggers, influencers, and piners. Instagram is not the only place where you want to work with influencers. For example, Target has worked with lead Pinterest accounts Oh Joy, Wit & Delight, and Poppy talk. Pinterest is currently looking to create a tool that makes it easier for brands to work with influencers ( Instagram has already done this). Working with influencers can involve creating community boards, giving influencers products to artistically style, and bookmark. If you pursue this type of influencer / Pinterest marketing, you can also ask the influencer to target content from other creators (such as a style guide).
- Join Group Pinterest Boards. Group boards are shared boards where many users are invited to contribute. They differ from personal boards by the use of a special group icon. Piners who follow the group board appear as followers for the owner only, but all pins in a group board, from all contributors, can appear in the news for each Piner who follows it. Think about the implications of joining a group board with a contributor who has over 100,000 followers! Use a tool like PinGroupie to determine which group boards you should search for membership on
- Start a group Pinterest Board. Beside searching for enrollments on well known Pinterest bunch sheets, you can likewise hope to begin one and welcome your clients. This can help you establish social proof, through leadership, or conduct customer research. A social proof board could be created to invite people to show how they use your product. A customer research dashboard can be used to invite customers to provide information on current or future products.
- Have a contest or giveaways. Make following you on Pinterest or repining a pin beneficial.
- Pin on the calendar. You should post 4-5 times a day on Pinterest.
- Post during peak hours to get more eyes on your Pin. Pinterest’s peak hours are 8-11 PM in your local time zone, especially on Saturdays. Other high traffic hours include Fridays at 3 PM; 2-4 AM and PM, every day; 9 PM daily (which is considered the best rush hour).
Best Times to Post on Pinterest (Image Source: Schedule)
- Re-Pin content from others. If it’s a brand, the Pins should be 20% yours and 80% Re-Pins from others.
- Re-Pin your content every so often, so that users continue to see your Pins.
Frequent posting to Pinterest can be difficult as the content is evergreen, it may take a while before any given pin gains traction. When it comes to time-sensitive Pins, like those used in contests, be sure to delete the pin after the contest ends or put contest end dates directly on the image.
Luckily, there are Pin programming tools like Tailwind. These programs allow you to schedule your Pins and loops (republish) old Pins and even analyze the data to find the best times for your Pin based on audience engagement.
Pinterest Marketing for WordPress Users
Pinterest isn’t just a pretty sight – it’s a visual search engine that has evolved into a powerful marketing platform with many tools.
Pinterest users, the majority of whom are women, are motivated to buy thanks to the visual nature of the site. Aside from managing shopping behavior, it also represents the social platform where content has the longest shelf life.