Just as Google is a searching engine for information, Pinterest is a searching engine for images.
In order to use Pinterest’s own search engine to drive website traffic and brand awareness, you need to optimize your account and content.
Here are 8 optimizations you can apply to your Pinterest content to drive website traffic and brand awareness:
- Optimize your description and boards;
- Claim your website;
- Enable rich pins on your website;
- Use hashtags;
- Create specific boards;
- Create beautiful imagery;
- Pin consistently;
- Join/Create collaboration boards.
1. Optimize descriptions for your brand, boards and pins
Pinterest has established a 30 character limit for your Pinterest name so unfortunately, you cannot use keywords in your name description. It’s best if you write your brand name.
Your brand’s description should be compelling and true to your story. You can write about your brand’s mission, values or vision. You can also include your best client’s review of your products or services.
Also, write a rich description for your boards. Include the keywords relevant to your board topic and to your audience search.
Whatever content you choose to go with, make it a good reason for your audience to follow your boards. Include your most important keywords but refrain from turning your brand description into an enumeration of keywords. Your audience is not made of robots!
2. Claim your website
In the description of each pin you post on your Pinterest boards, include a link to your website. Sure, you can always rely on your website’s Google analytics to show you the traffic driven by Pinterest but it never hurts to have two pair of eyes.
To this end, Pinterest allows brands to claim their website. It is a way to verify your website’s authenticity and get access to website analytics for insights into what content your audience saves the most.
It also a strategy to increase your brand awareness because your profile picture will be shown next to any Pins that come from your site.
Find out how to claim your website here.
3. Enable rich pins on your website
If your website is rich in visual content relevant to your products, enable rich pins so that whenever your visitors pin your content, the respective pins provide more context by showing extra information such as price, availability and product information.
The best thing about this feature is that the rich pins are dynamic in that they reflect any edits you make on your site. If you changed the price of the product pinned by someone else, it shows directly on your rich pin.
Find out how to enable rich pins here.
4. Use #hashtags
We have established the importance of using relevant keywords in your descriptions on Pinterest.
It is equally important that alongside keywords you use hashtags to enhance the possibility of showing up in your customers’ searches on Pinterest.
When inserting a hashtag, Pinterest recommends that you are specific and descriptive. Another recommendation is related to the number of hashtags per pin: add a maximum of 20 hashtags per Pin.
What hashtags should you use?
Here are 5 types of hashtags:
- Location-based hashtags;
- Industry hashtags (#makeup, #traveltoitaly);
- Holiday hashtags (#christmas, #halloween);
- Calls to action;
- Branded hashtags (#justdoit);
- Interest-based hashtags (#empowerment, #personal development etc).
Again try to obey the no spam rule: don’t cram too many hashtags in your descriptions.
5. Create specific boards
No one likes a messy content!
Create boards dedicated to specific topics which are relevant to your brand and your customers’ searches.
This way your customers will easily find your pins grouped by topic-focused boards.
Your customers gain an encompassing picture of the topic and your brand gains increased brand awareness.
6. Create beautiful imagery
Photos, illustrations, graphics and so on – Pinterest is all about images.
Beautiful images stop the user from browsing past your content.
Create images that are top of the line, high-quality, in vibrant colours or show a surprising approach of the subject.
If you are not a photographer or graphic designer, there are many online free platforms that you can use to create wonderful imagery for your Pinterest pins like Canva.
Canva provides its users with many tools and features which empower them to create amazing images. The platform is also helping them learn to improve their designing skills with the support of Canva Design School.
7. Pin consistently to keep your brand fresh
Search results on Pinterest are listed by the latest published which means the freshest pins are shown first.
If you want your pins to appear in your customers’ search results you need to pin every day.
You can either pin every day or create a month’s worth of content. Then find a scheduling tool you can use to populate your boards. There are various apps that support scheduling on Pinterest: buffer, Tailwind, Viraltag etc.
Another pinning strategy is to combine your own pins with the pins of other brands. You can use the 80/20 rule: 80% of your pins should be your own and 20% can come from repinning.
8. Join/Create collaborative boards
Collaborative boards are the equivalent of Facebook groups: they are communities where members share tips, feedback, and ideas.
Collaborative boards are request-based: request the board’s owner (the person who created the board) to allow you to join their board and post pins.
Some of these communities are populated by thousands of members so they are a great way to increase your brand’s awareness, boost your followers, increase the number of repins and eventually create brand ambassadors.
How do you find collaborative boards?
A great place to start your search is pingroupie.
If you haven’t found a suitable community, start your own: choose the board you wish to open to outside pins and let other pinners know you accept requests to join your board.