What is Pinterest marketing & how does it work?
Questions we will answer in this post:
What is Pinterest marketing?
Is Pinterest a good way to market?
How Does It Work?
Is marketing on Pinterest free?
Benefits of advertising on Pinterest?
Sample Pinterest Strategy
Introduction
Pinterest is “essentially a visual search engine built for discovery”, says Sprout, so whether you’re a life coach, an HR consultant, a Click-Up connoisseur, a wedding photographer, or a landscape designer, Pinterest can work for you.
And that’s the truth. In under an hour a week, you can create content, schedule it on your Business Profile for Instagram, and know that you can be driving traffic to your website for free for up to 13 months- right from one pin!
Is Pinterest a good way to market?
Business.com says, “It's like a visual search engine combined with a digital bulletin board. For this reason, users are more receptive to advertising than those on other social platforms. Pinterest users are open-minded: When searching on Google, users often type in the name of a company or brand.”
Using Pinterest to market my business requires less content creation, which leaves more time for other things in life and business.
How It Works
Brand your profile
Use keywords that your ideal client is searching on Google, Pinterest, Instagram, LinkedIn
Create content that your ideal client will click.
For example, if I am a homesteading mom, I will search “homesteading lifestyle”, or something specific like, “how to can pickles”.
Up will pop a Pin that some content creator has made. Whichever pin I like best/speaks to my style/my keywords, I will click.
This will open me to a new window, where the pin is enlarged and presents a link [usually].
A few things might then happen:
I might save the Pin (engagement)
I might follow the creator (follows)
I have viewed the Pin (views)
I might click the link from the Pin which brings me into the Creator’s shop.
Once I am in the shop, I might subscribe to an email list, download a freebie, or purchase the Creator’s product.
It’s important to note that focusing on SEO (Search Engine Optimization) will be very helpful in marketing yourself on Pinterest. Use words that your ideal client knows… Not the words you picked up in trade school that no one really understands or is typing into Google.
Is marketing on Pinterest free?
It can be- just as Instagram or Facebook can be free for marketing.
Business.com says, Pinterest is cost-effective: According to Pinterest data, it takes half as many impressions to convert a user on Pinterest compared to other social platforms. Additionally, according to AdRoll, the average cost per click on Pinterest was 10 cents to $1.50, compared with $5.26 for LinkedIn, 20 cents to $2 on Instagram and $1 on TikTok. While Facebook’s cost-per-click is lower, Pinterest often delivers better conversion effectiveness.”
So less time spent creating content + longer life of each piece of content + smaller cost per click = less ad spend than Instagram or TikTok. Of course, you can always spend more money. As Russell Brunson quotes Dan Kennedy, “whoever can spend the most on marketing, wins.” But yes, you can absolutely market on Pinterest for free.
Benefits of advertising on Pinterest?
The user intent of Pinterest is discovery, inspiration, or purchase. People are hopping on to find a solution to something.
For example:
A recipe can lead to a cookbook purchased.
Legal counsel sought can turn into a hire.
An inquiry, such as “Marketing on Pinterest,” can turn into a new client.
“Summer bathing suit looks” can turn into a swim suit sold.
A blog post about “how to find direction in life” can turn into a discovery call booked.
A few facts:
Over half of Pinners view Pinterest as a place to shop, says Sprout.
With 570 million monthly active users, 70% is female and 30% is male, says Pinterest.
The Pinterest Trends dashboard is an ideal place to spend time if you’re marketing your brand on the platform.
Sample Pinterest Set Up & Strategy
Setting up your account can include:
Ensure to update your cover photo.
Switch to a business account.
Verify your business.
Note: There’s no need to delete your personal account- you can switch your personal account to business and brand your Pinterest as a professional platform to find you on.
Strategy building can include:
A few things you can establish Post regularly and establish if you’ll change your marketing seasonally.
Will you include links? What will they link to?
Will you be creating video Pins?
How often will you post?
Be sure to use the scheduling feature to optimize your Pinning time for your target users.
Here’s an example from Jenna Kutcher:
What are you waiting for?
If you’re ready for a slower pace at creating marketing content, but you want results, Pinterest is one log in away.
Book your Discovery Call now to see how we can make Pinterest work for your business.
