How To Use Pinterest To Market Your Blog Or Business
How hard have you tried to use Pinterest to drive traffic to your blog or business? It seems like a lot of people are having amazing success with it, but maybe it isn’t going that well for you. It’s incredibly frustrating. You’d love to use Pinterest to market your blog or business. What does it take?
The first thing I will warn you against is an excessive focus on going viral. If your content is good, and your pins are attractive, viral pins will come in their own time, so long as you’re also working on your Pinterest marketing.
Besides, the traffic from viral pins can peak suddenly, then disappear. You want consistency. You want to build regular traffic. Viral pins can help with that, but they aren’t everything.
Start With The Basics
Whether you’re just starting out with Pinterest or have been pinning for some time, there are some basic things you need to take care of before you do anything else.
If you haven’t created your Pinterest business account, do so now. This will give you access to analytics, which is a huge help in discovering how your pins are doing. It’s free. You can convert your personal account or start a new one to use entirely for business purposes.
Make sure you verify your website with Pinterest. Pinterest will give you a code for this.
A business account can also pay for sponsored pins, which can be a help in bringing attention to your pins. You don’t have to do this, but it’s worth considering.
Next, apply for rich pins. You will need some code on your site. If you’re using WordPress and have the Yoast SEO plugin, this is super easy. If you’re using WordPress and don’t use Yoast, I strongly recommend adding it. It’s helpful in many ways.
In the Yoast SEO section of your WordPress admin, you will see a social section. Select the Facebook tab and enable the Open Graph metadata setting. This will give Pinterest the information it needs as well.
Once this is done, you need to validate one of your URLs with Pinterest. Choose any blog post and put it into Pinterest’s Rich Pins Validator. If everything comes up fine, you can tell Pinterest that you used HTML tags, then click “Apply Now.” If everything has gone right, your pins will now show up as Rich Pins.
Rich pins show more information from your site. They can pull recipe information if you share recipes, or article titles and a bit of text from articles.
Figure Out Your Best Pinterest Keywords
In many ways, Pinterest is more a search engine than a social website. This makes the right keywords in your profile, boards, and pins vital to your success. Take some time early on to figure out your basic Pinterest keywords.
Start out with your best keyword for your business. Put it into the search box on Pinterest and see what comes up. It should look something like this:
See those colored boxes with words in them? Those are words other Pinterest users include in their searches for that term. You want to use these words in your profile, board descriptions, and pins whenever they’re relevant.
Do this often. You may find it worthwhile to check Pinterest keywords for most of your posts, especially when coming up with a description as you pin them.
Make The Most Of Your Profile
How does your Pinterest profile look? Is it clear to people who visit it what your business has to offer?
Take advantage of the space Pinterest offers to create an appealing description of what followers can expect from your Pinterest profile. If you do this well, it may also attract people to visit your website.
Use some of the keywords you discovered in the section above for your profile, but keep it interesting as well.
Pinterest now has a feature where an image of your pins goes diagonally across your profile page. Take advantage of this.
If you don’t have a board that has just pins from your website, create one now. You’re going to use this board to display your pins on your profile.
Click the little edit button on the image of your pins that go across the top of your profile. This will allow you to select which board is used for this image. Select the one that has only your pins. Save your changes.
That’s all it takes. Now you don’t have to worry about which pins show up there. You’ve chosen to make it all yours.
Optimize Your Pinterest Boards
It may not be immediately obvious when you create a board that you can give it a category and description. You can, and it’s helpful to do so. This will give visitors to that board an idea as to what you pin there.
Go to your board and click the edit board button. This will give you a little popup to change the settings.
You can give the board a description. Make sure that you use some of the keywords you researched. This may help it appear in board searches.
You can also give it a category and a board cover. The board cover is a pin that will show as a larger image on the page that shows all of your boards.
If you want a consistent look to your profile page, you need to create board covers for all of your boards. Many bloggers like to create board covers that are consistent with their branding elsewhere. This is not something I have done so far personally, but many recommend it.
You can upload a custom board cover as a pin and link it to a relevant section of your website. You can create one that is at least 600×600 pixels. Board covers are square, but you can use a rectangular image if you want. Just consider which section will show up.
The idea behind branded board covers is that it gives your profile a more cohesive feel.
Finally, decide what you’re going to do with boards that aren’t relevant to your brand. You can delete them or make them into secret boards if you like. If not, at least make sure that they are beneath your business boards. You can drag and drop your boards on your profile to arrange them the way you would like them. Think about what will work best for your visitors.
Optimize Your Pins
Applying for Rich Pins is only the first step to optimizing your pins. There are a few other things you should do.
Start out by knowing the currently preferred image sizes. These change occasionally. As of this writing, Pinterest recommends pin images be no more than 600 pixels wide and will cut off pins longer than 2.1 times the width, which is to say longer than 1260 pixels long. Their preferred size is 600×900, but there are plenty of times when a longer image makes sense.
Longer pins will still show the full length when clicked. Many bloggers find that they perform better than other pins.
Create great descriptions for your pins. These will help them be found in searches. Remember to research your Pinterest keywords when creating your descriptions, and keep them accurate to the post they’re linked to. Don’t mislead your visitors – people hate that.
You can even have your preferred description show up when visitors to your site pin that image. In your blog post, use the Text editor tab rather than the Visual tab.
In this tab, the code for your image will be something along the lines of:
<img class=”aligncenter” src=”yourimageurl” alt=”alt tags for your image” width=”500″ height=”765″ />
You want to add a Pinterest description. This is done by adding data-pin-description=”your description here” so that it looks like
<img class=”aligncenter” src=”yourimageurl” alt=”alt tags for your image” width=”500″ height=”765″ data-pin-description=”Your pin description here.” />
Once you’ve done this, the description you put in the data-pin-description section will show up if someone clicks the image to pin it.
This won’t guarantee that your description will be used by everyone, as visitors can change the text as they like, but many will leave it as is.
You can go further by using data-pin-url=”URL you want the pin to lead to. Usually the URL of your post” data-pin-media=”URL of a different image you want pinned rather than the visible one. Very useful if you want smaller images in your post” and data-pin-id=”ID number of the post on Pinterest after you have pinned it.” These give you still more control over your pins. You can also control which images in your posts can be pinned to Pinterest.
Should You Brand Your Pins?
Many people strongly recommend keeping your images similar, so that they are all clearly a part of your brand. This makes it easier for people to recognize one of your pins when they come across them.
This can be as simple as using the same colors or fonts on all of your pins. Some people use very similar images on all of their pins as well.
The problem is that this gets very repetitive. Your pins are easily identified, but are they easy to tell apart?
This is where it becomes a good idea to make multiple pins for each post. You can have your strongly branded pins and have your pins that stand out.
It’s also easier to test pin styles when you have multiple pins for each post. You can compare and see which performs the best. If you find a new style performs better, you might even decide to change your branding to be closer to that style.
Pin And Pin And Pin Some More
If you aren’t pinning a lot, and pinning regularly, your pins aren’t likely to be discovered.
This also means you should pin content from other sites. You will see all kinds of advice – people telling you that the best results come from pinning 80% your own content and 20% of others, 50/50 yours vs others, or even 20% yours and 80% others. You’ll also hear that you should post 20 pins a day, 30-50 a day, or even over 100 pins a day. The advice varies widely.
I’ve never stressed about numbers. I pin a lot of my own, but also share pins from the various group boards I belong to. Most group boards require that you repin at least one other pin when you pin something of yours to the board. That ensures that I have a mix.
Group boards are a huge help in getting your pins out there. Request to join as many relevant ones as you can find, so long as they have a good number of followers. You won’t get much exposure if the board only has 100 followers, after all.
As much as possible, pin to relevant boards. Your pins will rank better if they are regularly pinned to relevant boards, rather than to general boards.
You will find a number of group boards that accept all niches. Some of these have excellent followings. You may find it worthwhile to try a few general boards, but don’t pin to many of them. Keep that focus so that Pinterest knows what your pins are about.
Manual Pins Or Scheduled Pins?
I’ve seen a lot of debate over whether manual pinning or scheduled pinning works better. There are some great tools out there. Tailwind is the most popular, I think, followed by Board Booster. Their features are slightly different, but each one allows you to schedule your pins, which can be a huge time saver.
Many people say they have seen huge traffic boosts from using these tools. At the very least, they make it much easier to be consistent with your pinning.
However, some people think you get more traffic if you pin manually. This is the method I currently use. It is often difficult to be consistent, but I keep working at it.
I track my pins using a spreadsheet. My boards are grouped by category, one sheet per category of board. This allows me to date when I do each pin. I mark when I’m using more than one image per blog post, as I don’t want to pin the same post on a board too close together, even if the images are different.
I indicate group boards by putting their names in bold. This way I know which require repinning, and how many. Most only require a single repin, but some expect two or three for each pin placed on their boards. I always do at least a single repin – the more active the board is, the more attention pins on it will get.
Take a Pinterest Marketing Course
You may want to learn a lot more about pinning than I’ve shared here. A Pinterest marketing course can help you learn more than the basics. They’ll all start with the basics, to make sure that you aren’t missing obvious things, but go into more advanced techniques from there.
I recommend this Pinterest marketing course on Udemy. It’s well rated and has been updated recently. Read the reviews to see if it’s the course for you. You will learn a lot more about how to use Pinterest to market your blog if you take a good course.