Where do you go when you need ideas for doing just about anything? If you haven’t considered it yet, Pinterest should be on your radar, particularly if you have a business! Wanna know why? Because, for starters, there are more than 2 billion Pinterest searches every month all over the world & over 522 million active users! That makes Pinterest marketing a vital avenue for business growth, but it needs to be used strategically.
About Pinterest
Pinterest is commonly referred to as a social media platform. It allows us to share images and videos which are linked to information on the internet.
Rather than a social media platform, think of it as a visual search engine with a limitless number of ideas like home recipes, fashion inspiration…you name/think it, they’ve got it! Many users go there to seek inspiration (or validation) for a number of different things.
How does Pinterest work?
Once you discover pins you love, you save them to boards to keep your ideas organized and easy to find. The free and easy to install app lets its user’s post or “pin” original visuals. You can also bookmark or “pin” them from across the Internet or on the go on the mobile app.
One of the unique things about most Pinterest users is that they are actively on the platform looking for solutions and many times ready to make a buying decision.
Pinterest Marketing
If utilized correctly and strategically, Pinterest is a great platform to share you content in order to drive traffic to your website or products.
Here’s how:
- Create boards with keywords in your title. Because Pinterest runs off of SEO, Pinterest enables more people to find your content by using keywords in various areas, like your board titles.
- Add clear descriptions to your boards. Just like your board titles, use keywords in your board descriptions. Having keywords in both areas increases the likelihood that they will pop up in a search.
- Ensure that pins are embedded on your blog. Once you embed your pins on your blog it is easy and a great way to get more repins. You can easily create an embed code on the Pinterest site to link your blog to your Pinterest account.
- Link to your content. Each pin gives you an opportunity to link your content: one in the description and one in the source for the pin.
- For analytics use a Business account: This gives you access to way more analytics. This allows you to easily see what pins are popular, and being shared (aka repinned) on other Pinterest boards. Pay attention to the impressions as well as the clicks your pins are receiving.
- Try using collaborative boards: Collaborative boards with like-minded businesses or individuals can help you reach a new group of users within your business’s target audience. This helps your pins to be seen by more people. You do need to be careful about which boards you join because all the pins will show on your Pinterest account as well.
Pinterest Analytics
A closer look at the statistics shows that no matter the age, demographic, or industry, your audience is spending time on Pinterest. According to Pinterest, 70% of users are women while 30% are men. Gen Z is their fastest growing user base at 42%. This is just an example that goes to show why Pinterest is an amazing platform to reach your audience and increase brand awareness.
Now to talk about your numbers. Pinterest analytics tools help you track your performance, follower growth, and traffic to your website. The insights from analytics are essential in helping you to understand your audience, create stronger content and develop new business strategies backed by performance data.
Metrics to Track
- Outbound Clicks: The name of the game on Pinterest! Understanding the number of clicks on each of your pins provides you with insight into what type of content is drawing users to head to your website and become real customers.
- Impressions: This shows the number of times users have seen your pin. Impressions on Pinterest tend to increase with time. This also means that it takes a little longer to measure the impact of your pins and to understand what’s working and what’s not.
- Pin Clicks: These tell you how many users are tapping on your pin. This shows you that a user either wants to see it up close, or view the description. This metric provides insight into which of your pins are capturing attention.
- Saves: The number of pinners that are saving your pin to their own boards. This provides insight into which of your pins are resonating most with your target audience.
- Engagement: On Pinterest, engagement is measured by link clicks + comments + close-ups + saves/impressions. They all provide a different value to your brand’s performance on Pinterest and are at a different point of a Pinner’s journey.
Website Analytics
If you share content from your website, this is where you can see how it’s performing on Pinterest. In order to see this data, you need to claim your website on Pinterest. Website stats can be found by selecting your website from the Claimed Accounts section of the Analytics dashboard.
How to find Pinterest Analytics for your website
Pinterest is packed full of helpful metrics to help you improve your strategy alongside its content.
Here is how to access them:
- Click the top drop down menu and select the Analytics Overview and select Conversion Insights.
Pinterest Analytics helps you understand your overall performance on Pinterest. It shows you what content, both paid and organic, resonates most on Pinterest.
Review your overall performance, video analytics, top Pins, and boards, plus, learn about the metrics in Pinterest Analytics and how to filter your data.
See your performance:
- You can review the overall performance of your Pins, boards, and ADs. On the Analytics Overview page, you’ll see your top boards and Pins from the last 30 days.
On the analytics page, you can:
- Filter your results: Use the easy drop down filters to view your content by date, published Pin analytics, content type, claimed account(s), device, source, and format.
- View your top Pins: Scroll down to see your top Pins, ordered by impressions or engagements.
- Export your data: Click Export in the top-right corner to export a snapshot of the selected data filters in a CSV file.
The insights you get from Analytics should be taken into account when creating new content for your business. For instance, if most of your impressions are mobile, you can further optimize your website for mobile. If a particular blog or product is driving more traffic to your site, you can make sure it’s available, feature it in more Pins, save it to more boards, or choose to run an AD on Pinterest to increase revenue.
Jumping Onto Pinterest
Pinterest is one of our favorite platforms to help your business in a number of key areas. It is vital for increasing brand awareness, and your authority in your niche. As well as increasing website traffic and growing your email list. We have yet to see an industry or niche that it has not made a positive impact on.
To learn more about how to get started on Pinterest, check out our Pinterest Mini-Course in our Shop. If you are a busy business owner that’s ready to start Pinterest marketing but you don’t have the time, see how we may be able to help with Pinterest Management Services!
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