Pinterest is one of the largest social networks. When working with images, it is an insider tip for Online Marketing by freelancers and agencies. Even companies from the B2B environment report campaigns that are sometimes more successful than stories on Instagram. This article shows you what is important and how to link Pinterest with WordPress.
Many self-employed people and companies do not know what to do with Pinterest - they have prejudices. "What am I going to post there," is an objection you hear over and over again. If you look at your competitors or successful freelancers on Pinterest, they are particularly happy and successful in sharing or saving:
- Pictures of employees in the work process or a look behind the scenes, as a recruiting instrument
- Support of social projects
- Manufacturing processes of your product
- Infographics with exciting background knowledge about your product or service world
- Cover pictures of blog posts and much more.
Pinterest has long been more than just a pure niche network. The company went public in April 2019. Since March 2019 it is possible to place ads on Pinterest. You should not neglect the visual search engine. It can be a real traffic booster if you use it properly.
Jan Firsching writes in his article on Futurebiz:
In Germany, monthly 8.3 to 11.2 million people are indicated as active users on Pinterest – a huge target group, right?
First the hard facts of the network:
- 250 million users worldwide
- 175 billion stored ideas (so-called pins)
- 77 percent of users (Pinners) have discovered a brand or product on Pinterest
- 82 percent bought a product they found through Pinterest
There are many good reasons why you should use Pinterest correctly for your marketing. It is also fun to create pins or infographics for your website, product page or blog. And this brings us to the core point: pictures, pictures, pictures! But more about that later.
The first step is to set up a private account with Pinterest one. As soon as you are registered, you can change your account to a company website for free:
Then you choose your interests. They should fit the object of your business model:
Then you enter the name of your company page and select more detailed information about it:
The next step is to enter the URL of your website. So your corporate site will be found by the followers who follow your bulletin boards or your account. And of course every pin should lead to a landing page or a blog post:
You can also link to other social media profiles. Since the end of 2018 it is possible to connect your Instagram account or your YouTube channel to Pinterest.
You should definitely create a company profile, also for your blog. Although Pinterest is not a common social network: it is worth having a clear profile and showing what you and your company stand for. This is the only way to achieve a recognition effect.
At the same time you need a thematic focus. It is not helpful if you mix your interests in interior design with relevant content for your business, even though it goes in a different direction. How to use Pinterest strategically, Barbara Riedl from KaleidoCom has written about this in her article 7 important Pinterest strategies written.
In the profile of Pinterest you can enter your username and customize your Pinterest URL:
I have the same name on all channels, including my Pinterest account. This is easier for your readers and followers to remember. They will also find you faster using the search function. Under "Account settings" you enter further information about your person:
Depending on which products or services you offer, you can create different pinboards on Pinterest. I have set up my pinboards according to my blog categories: Visitors will find pin boards for example on "Digitalization in the hotel industry", "eCommerce in the hotel industry" or "Social Media Tips for hotels".
Make sure to provide the pinboards with a meaningful description and with your keywords. The keywords are important so that you appear in the search results under matching keywords:
These keywords, for which you want to be found, should be included in your profile description, in the description of your pinboards and in the pins themselves.
There are different ways to share your content on Pinterest. On your website or blog, you've probably integrated social media buttons that your readers can use to share, above or below your posts.
For example, I use the Plugin shariff wrapper for WordPress. The 2-click solution also complies with the basic GDPR data protection regulation.
Tip: Take a look at our free GDPR guide for WordPress agencies, freelancers & website owners. Available here for you..
This Plugin offers a pin-it button among other social networks. This button accesses the image you added to your article in Shariff:
The procedure is as follows:
- Pinterest gets the title of your article or site
- It generates the description text from the ALT tag description. However, you should not use this for Pinterest, but better for the accessibility of your website and as a good image description for Google.
- Finally, you upload the picture that your readers will see when sharing via the pin-it button.
This makes it easier for your readers to share. You already provide the text and they do not have to come up with something themselves. Because, let's face it, nobody does that!
Rich pins help you with the search engine optimization (SEO). You'll kill two birds with one stone:
- You pretend how the pin is described and what is written in it. For example, keywords that are important for you and your business.
- You optimize the image for Google image search and will be found better.
Did you know that content with images convert up to seven times more than without? SEO experts predict that visual search engine optimization will Voice Searchcontinue to gain in importance. The apps Google Lens, Bing Visual Search or Pinterest Lens.
With Pinterest Lens, you can capture ideas in the app and on your smartphone camera. The platform will then show you pins that match.
Just like on Facebook, Instagram and Co., the pictures on Pinterest have a predefined format. And you should stick to that: The recommended aspect ratio is 2:3, for example 600 × 900 pixels. See also this article.
Info graphics are also popular because they allow you to present complex content in a visual and easy-to-understand way. This reads and shares faster than sober facts.
The first video pins were possible in the USA as early as 2012. But Pinterest has upgraded and rolled out the moving image formats worldwide this year. This is probably due to the fact that Pinterest wants to further advance the platform, together with advertising and the IPO. Video also gets more attention on other networks, triggered by corresponding algorithms. Your Video Pins appear at the top of search results and on your bulletin boards.
I tried the video pins. For the distribution of my content on Pinterest I usually use Tailwind.
Tip: About Tailwind I have on bloggerabc.com published an article.
Unfortunately, sharing videos via Tailwind is not yet possible in the German version. But you can publish a video pin directly in Pinterest. Instead of an image, you simply upload a video file. You will find examples of this here.
Pinterest plays MP4 or MOV. The file size must not exceed 2 GB. Recommended formats are 1:1 (square) or 2:3 (vertical). Pinterest makes no statement about the maximum length of videos. However, your video should quickly capture the attention of your readers and then bring it to your website or blog. Because just like with the image pins, you store a URL here as well.
Pinterest is now suitable for various content formats. With pictures, infographics and now videos, you can make your readers aware of content and then redirect them to your website, online shop or blog.
Until last year it was still common practice to distribute pins on different pin boards. The only thing that was important was active tiller - the search engine wanted to see activity several times a day. Pinterest still prefers fresh and new content - and as regularly as possible. But quality and target group-oriented content are becoming increasingly important.
I create many different pictures in Pinterest format for a blog post or a podcast episode. Since I'm talking Tailwind I do it once a month. And then plan ahead with the tool. This has increased my traffic: Pinterest is my third largest traffic source after Google and Facebook.
Marketing on Pinterest is also worthwhile for freelancers and agencies. Because:
- Visual contents attract more attention.
- There are many different possibilities, also for B2B (pictures, infographics, videos, tutorials, FAQ).
- As an early adopter of Pinterest, you are in the front line. Especially in German-speaking countries and when your competitors are not yet using the network.
- Every year Pinterest publishes its trends for the current year. The top trends for 2019 here.
- The Blog Kaleidocom.at I can highly recommend for all those interested in Pinterest.
- Pinterest itself also provides information about the platform. Particularly exciting are the figures on the Purchasing behaviour on Pinterest.
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