Until recently, Pinterest has not been one of the major social networks. Its visual media has always made it seem an unlikely marketing platform. However, that is about to change, as the addition of search ads and a suite of new features has given Pinterest new impetus. With over 100 million active users, Pinterest is now a prime target to promote your name. So, how do you use this social network to sell your brand?
1) Set up a business account
To make the most of Pinterest as a business platform, you need to set up a business account. Here you can create a profile for your brand, enter details of your company, and track the analytics of the traffic being driven by your campaigns.
2) Add your website address
Make sure you link your website address to the account. The secret to promoting your brand on Pinterest is driving traffic to your website, so you need to make your website accessible from all your pins.
3) Include the Pin button on your web pages
Once your Pinterest account is up and running, you can access resources such as the Pin button. Add this to the pages of your website so that visitors can pin your material to Pinterest. As your brand grows, more of your material will get pinned on Pinterest thereby creating more traffic.
4) Add content to Pinterest that is interesting and will appeal to your target audience
To generate traffic, you need to add content to Pinterest that is information rich, relevant to your brand, and engaging. Pinning blatant advertising material, or dull and uninformative images, will not pique users’ interest. This will result in fewer website visitors and a damaged reputation.
5) Make sure the content links to your site
Everything you add to Pinterest should link back to the same material, or similar information, on your website. The intention of adding material to Pinterest should be to generate traffic, so don’t forget to add your link to everything you post.
6) Search Ads
Among the new features that make it easier to create and sell your brand on Pinterest is search ads. By signing up for this service, you can build adverts that appear with users search results. When Pinterest visitors search for keywords or phrases that are relevant to your brand, your pins will be advertised on the results page.
7) Promoted Pins
The final step for selling your brand on Pinterest is to sign up to a Pinterest-promoted pin campaign. With millions of visitors daily, the effectiveness of these promotions can’t be underestimated. Therefore, making sure your content is relevant to your brand, and that your brand is prominent in all your pins, is the key to success in these campaigns.
There are three options for Promoted Pins campaigns on Pinterest: Awareness, Engagement, and Traffic. All three options allow your pins to appear on Pinterest “Top Ten Pins” and “Popular Pins” promotions. The difference is in how you secure your advertising, how you pay for campaigns, and the number of users reached by each promotion.
By taking the Awareness option, you reserve premium inventory on Pinterest. This option has the greatest reach and is best for promoting your brand and getting your name known. If you sign up for the Engagement option, you will pay every time somebody Pins your content to a board, zooms in on your Pins, or clicks through to your website. With the Traffic option, you only pay once somebody clicks through to your website. While this is the cheapest method of selling your brand, it has less reach; it is most useful when your brand has already become known.
Pinterest, unique as an image-led social network, previously had less popular appeal than other social networks. However, unlike other platforms, everything posted on the site is public and available to all users. This idea is now catching on as a useful means of communication and networking, and has proven to be an excellent advertising medium. With the new suite of features, and a growing user base, the platform is of benefit to anybody trying to create a brand.
Pinterest is set to become a leading social network and a provider of opportunities for online business. There has never been a better time to use this arena to promote your brand.