Building a Multi-Objective Strategy for your Business Pinterest
Pinterest was launched to the public in August 2012 and has become one of the top social networks. As of September 2022 Pinterest had over 445 million active users. So what does this mean for your business and how can you create the best strategy?
Pinterest is primarily image and video based at a glance, but has the ability to include supporting copy and can link back to your website or another link of your choosing. In order to perform well on the platform, you should be posting visuals that grab the attention of viewers first, then have the text to compliment it.
Keep your copy short and use the link feature to drive to further information.
To get the most out of your posts you should always direct back to your business. This could be your website homepage, a specific product or service page, or even a related blog for additional information.
Once you set up your business on Pinterest, how do you effectively strategize?
It has been proven time and again that having your audience see and engage with your content multiple times creates a long lasting impression. This ultimately generates better brand recognition and sales. The same is true for social media.
Compared to the average user, those exposed to Pinterest campaigns along multiple stages of the funnel convert at a higher rate - 2x higher when exposed to two objectives and 3x higher when exposed to three.
Let’s break this approach down into three sections:
Awareness is where Pinterest users are seeking out content to achieve their goals on the platform. At this stage they are looking to discover something new. Here, you will want to be posting content that is aspirational, attention grabbing, and has clear branding.
Following the discovery phase is
consideration. Viewers will be weighing out the content they are seeing and will decide what will best benefit them in achieving their goals. As a business, you will want to ensure your content has a clear call to action so pinners engaging with your content can find more information. When your content directs them to your website or blog, you are providing better service AND creating more engagement and awareness for your business.
The final stage is the actual
conversion. This is when pinners act on your content through a purchase, sign-up, or save. Creating content that is attention grabbing, has great supportive copy, and a clear call to action is the recipe for success on Pinterest.
85% of Pinners say they use Pinterest to plan new projects.
By approaching your posts with these three stages in mind, you can ensure your business plays a role in the planning process for pinners. Having a strategy means you are posting with purpose. Your posts will go beyond being a good looking visual, they will provide substance, give meaning to your audience, and will lead to your overall growth. Ensure your content not only looks good, but is backed up with meaningful content too. Your viewers will be able to look to your business as a genuine source of inspiration and knowledge. Having this as your foundation will enforce good brand recognition and form a positive association to aid in your brand’s success.
You have goals, we’ll help you achieve them.
If you’re looking for support in effectively expanding your business presence to Pinterest, reach out to us at hello@thesmallsocial.com. We would be happy to set up a discovery call to determine the strategy that will help you achieve your goals.
