How to Create an Effective Pinterest Marketing Strategy

Pinterest strategy

Of all social media sites, Pinterest is one that’s experienced some of the biggest growth in the past couple of years.

According to Tech Crunch, 15 percent of Internet users were on Pinterest as of December 2012, and the site has become nearly as popular as Twitter.

This makes it an excellent marketing resource for many businesses, especially those that primarily cater to a female demographic, as women are five times more likely to use the site as men. Here are four tips for creating a Pinterest strategy to build a significant following.

1. Keep your boards organized.

A large part of Pinterest’s popularity is based on its clean and organized structure. Even with large boards with loads of content, it’s naturally pleasing to the eye and easily digestible.

When creating your campaign, it’s important to use careful classification to make it as simple as possible for users to browse your boards. This means creating multiple boards where content is broken down by category so that relevant content is lumped together.

A restaurant owner might create one board featuring appetizers, another with main dishes, and a third with desserts. This is also helpful because a user might only want to follow one board instead of all of them.

2. Pin shareable images.

The goal of a Pinterest campaign is to get the most exposure possible with repins, likes, comments, and new followers. A large part of this revolves around pinning images that people find captivating and want to share. Because this is one of the most image-centric social networks, try to pin appealing images based on user psychology.

Curulate performed a study to find the factors that influenced how much or how little images were shared on Pinterest. They found that images with multiple dominant colors received 3.25 more repins than those with only one dominant color. Images with reddish-orange colors were more popular than blueish colors and medium light images received 20 times more repins than very dark images. And images without a human face were repinned 23 percent times more than those with a human face.

3. Follow the right people.

Getting the ball rolling and acquiring some initial followers is often one of the hardest parts because it takes time to build credibility. To speed up this process, it helps to follow some relevant pinners. This is advantageous because every person you follow will be notified, which can bring immediate exposure.

Assuming you have quality content, a considerable number of those people will be inclined to follow you back. Once you gain a few followers, there tends to be an accumulative effect where your follower count will continue to grow. An added benefit is that, with more poeple, you are more likely to find content that can be repinned and added to your boards.

4. Think about pinning frequency.

To retain existing followers and acquire new ones, it’s important to post the pins at the right frequency. Campaigns will vary and there is no defined perfect frequency. However, there are two general rules of thumb to follow in a Pinterest strategy. First, you shouldn’t go an extended period of time without posting because followers can lose interest and may unfollow your boards. Try to post at least once a week.

Second, you should generally stay away from mass posting in a single session. Clogging your followers’ feeds with excessive pins all at once can be annoying and result in lost followers. Instead, it’s better to break it down into two or three posting sessions per week. Striving for a nice balance is key and should optimize your efforts while keeping followers happy.

When utilized correctly, Pinterest can have a profound impact on your overall social media marketing campaign. Learning the ropes is relatively easy and pinning content can be a fun activity for many marketers. Following these guidelines should put you on track to a successful Pinterest campaign and lead to hundreds or even thousands of followers.

Alice Williams

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