Pinterest is one of the most influential social networks and websites on the internet.
In fact, there is evidence to indicate that the platform has over 100 million active users.
What makes the social media site even more fascinating is that it has recently enabled advertisers to advertise on Pinterest.
Since Pinterest is a new advertisement site, the level of competition between you and me is still fairly small.
This is a big opportunity for people who are interested in content marketing.
In this article, we’ll take a look at how you can make full use of the advertising capabilities provided by Pinterest and how you can use this social media platform to achieve some of your marketing content goals.
We’ll look at the different strategies you can use to ensure that your ads are visible to the right people via your favorite social network.
We’ll also examine how you can create ads that will convert and generate revenue for you.
By the end of this article, you’ll know more about marketing yourself on Pinterest than most advertisers.
Let’s get going!
A very brief look at how Pinterest works If you’re new to the Pinterest world, you might not know exactly how the social media platform works.
Pinterest defines itself as a ‘bookmarking platform.’ This implies that people can ‘pin’ anything they have found on the web, on their Pinterest ‘boards.’ They can then use Pinterest as an implies of sharing their ‘bookmarks,’ or even as a means of saving stuff for later reference.
People searching for new material on Pinterest use the search bar to see what other users are searching for.
Image30 Due to its social nature, 96 per cent of Pinterest users use Pinterest to research what they are purchasing.
In addition, 87 per cent of people say that Pinterest helped them decide what to buy — that is, they relied on the information they found on the social network.
What kind of market is your company catering to?
Before we go and explore an online ad on Pinterest, it’s worth looking first at the kind of audience your company is catering for and how the social media site could work for your content marketing strategy.
That’s because Pinterest is made up of a relatively broad user base, but that user base is mostly heavily weighted by a certain demographic.
If you look at the stats, you’ll find that the majority of Pinterest audiences are female.
Hard metrics tend to vary depending on the data you look at and when it is compiled.
Here’s a 2014 chart that shows how 80 per cent of the user base was projected to be female at the time.
Image32 The same source also discussed how it was predominantly women users of the social media network who were actually engaging with the content of the site.
The chart below indicates how 92 percent of the pins were used by females.
Image31 Hello Community, after doing some of its own analysis, found similar results.
Image34 After analyzing the ages of those on the social network, the Hello Society discovered that the distribution was as follows.
Image33 It’s worth understanding the above, because you may be struggling with the paid traffic option offered by Pinterest if your target is completely different from what’s been described.
That doesn’t mean, of course, that your online ad campaign on the social media site won’t work.
It’s just something to keep in mind if you see poor results on the platform — compared to Facebook or AdWords.
Given this, you can also use the targeting options offered by Pinterest to ensure that anything you promote gets ahead of the right people — regardless of the position.
In reality, if you search for ‘Bob Villa,’ you’ll see that Pinterest has been used to increase the number of males visiting Bob Villa’s websites.
They managed to increase the number of male pinners visiting their website by 20% by building ‘Forums’ dedicated to males only.
And, while the scale of certain groups would be lower on the social network, there is still room for other markets.
As with any paid traffic platform, it is essential that you have a clear sense that your audience is ahead of time.
If you don’t know who you’re going to be targeting, you’re going to end up wasting a lot of time and money.
If you know who your target is, at a very comprehensive level, you’ll have a clearer understanding of what photos to make and how to fill your Pinterest profile and boards.
You also have a better sense of what kind of message you want to use in your description.
I’ve talked a lot about how you can develop a good sense of who your target audience is. I’ve talked about how you can and should use Buyer Personas to get the job done.
Creating such a individual revolves around asking questions that expose the essence of your customers.
These questions expose the challenges that your potential customers face, what they enjoy doing, what they hate doing, and where they want to be in the future.
Questions also show some of the obvious stuff, such as age, gender and career choices.
If you already have a popular Facebook Fan Page, you can use the Audience Analytics tool to expose the demographics that your company is actually using, then you can convert that information to Pinterest.
However, if you already have a famous Pinterest Board, you can use the Analytics offered by Pinterest to find out who your audience is. To do so, go to business.pinterest.com.
Click the button that says ‘Convert now’ and convert your Pinterest account to a business account.
Image37 Then enter all the relevant details.
Image36 After you’ve done that, you will see the following page (note that sometimes what you see on this page varies based on what you’ve already done).
Pinterest will have insights focused on how people are ‘Pinning’ things on your website.
As you might have guessed, this will provide some useful insights on who exactly your target audience is. If you want to collect insights in this way, you’ll need to click on the ‘Track What Works’ link.
The ‘Track What Works’ section will rely on you and have some code installed on your site.
If you have not yet linked your website to Pinterest, follow the directions in the dialog box and click ‘Account Settings.’ Image40 Then scroll down the page until you see ‘Website’ and enter the URL of your site.
Image45 Then you will need to click on the ‘Confirm website’ button. Then the following will appear: image43 You can see that to confirm your website, you will need to take that line of code and install it on your site — similar to what Google Analytics tends to ask of you.
If you’re not that good at technical things, you can always put up a job listing on Upwork to find someone who can give you a hand.
It’s not going to cost you a lot of money, since the task itself is actually very easy to complete.
Either way, once the code is installed on your site, click ‘Save Settings.’ Image44 Once done, Pinterest will be able to collect data based on how people are ‘Pinning’ items from your site.
I don’t really have a lot of Pinterest integration on my platform right now, so I’m not going to be able to provide analytics from my platform.
If you don’t have any ‘Press It’ buttons on your blog, it might be worth your time to set it up so that you do it.
Maggi reported a 400 percent increase in the production of Pin from their domain by adding ‘Press it’ buttons.
The data collected as a result of adding ‘Pin it’ buttons allowed Maggi to find out more about their audience and to create better content for them.
And, as you know, improved levels of engagement result in better content.
If you want to access analytical knowledge, simply go to http:/analytics.pinterest.com/.
You will see the following page while there.