You know that saying, don’t keep all your eggs in one basket? This is also true when it comes to your marketing. In the dynamic world of digital marketing, leveraging the strengths of different platforms to reach more of your ideal audience can make all the difference! Pinterest, known for its visual appeal and affluent user base keen on discovering and planning, can significantly complement your overall marketing strategy.
The best marketing for your business will utilize the strengths of various platforms. Understanding what each platform provides is vital. Here’s a few stats about Pinterest:
- Cost Per Conversion: Brands see a 2.3 times more efficient cost per conversion on Pinterest compared to other social media platforms.
- Customer Satisfaction: Pinterest has the highest American Customer Satisfaction Index (ACSI) score, tied only with YouTube
- Post Lifespan: Pinterest has one of the longest post lifespans among social media platforms, lasting from six months to years.
- Growth Rate: Pinterest sees a 7.5% year-over-year growth, making it the third fastest-growing platform behind Snapchat and LinkedIn
- Purchasing Behavior: 85% of weekly Pinterest users have made a purchase based on a Pin they saw from a brand
- Project Planning: 85% of Pinners use the platform to start new projects, indicating its role in decision-making and inspiration
- Return on Ad Spend (ROAS): Pinterest delivers a 32% better ROAS than other digital platforms, particularly in the food and health and beauty industries
Let’s dive into how you can make the most of Pinterest ads and harmonize them with your broader marketing efforts.
Understanding Pinterest’s Unique Role
Pinterest is unique in its ability to influence buyers in the planning stages of their purchasing journey. People turn to Pinterest to search and find specific products or ideas. This means you get to reach them right when they are looking for what you offer. Instead of interrupting their scroll or feed, they are actively searching. Unlike other platforms where content is only active for a few days, Pinterest allows for a longer shelf life of posts, offering a continuous engagement opportunity and more bang for your buck. This characteristic is vital in understanding how to position your Pinterest strategy in relation to other channels.
Setting Clear Marketing Objectives
Your Pinterest marketing journey starts with having clear objectives. What role will Pinterest play in your overall strategy? Think about the areas of growth you want to see in your business and work back from there. Whether it’s driving traffic, generating leads, or boosting brand awareness, ensure these goals complement those on your other channels for a cohesive approach. You can also use Pinterest ads to simply expand your reach and open up a wider audience for your business.
Branding Across Platforms
Consistency in visual branding is key. The visuals used in your Pinterest ads should harmonize with the content across your other digital channels. This doesn’t mean using identical images (Pinterest graphics are different), but rather ensuring that your brand’s aesthetic and message are coherent, whether a user sees your content on Pinterest, Instagram, Facebook, or your website.
Cross-Channel Promotion
Now, let’s talk practical integration. If you’re running a campaign on Instagram or Facebook, why not extend its reach to Pinterest? For example, if you have an Instagram Reel that’s performing well, consider creating a Pinterest-friendly version to capture that audience and then running ads with it. Similarly, your blog content can be repurposed into informative Pins, driving traffic back to your website. The key is to understand how Pinterest is different and optimize the content you are creating for Pinterest.
Leveraging Pinterest for SEO
Pinterest is not just a social platform; it’s a powerful search engine. Pins often rank in Google search results and the traffic you get from Pinterest can help your Google ranking, making it a valuable tool for boosting your wider SEO efforts. By ensuring your Pinterest content is SEO-friendly with appropriate keywords and descriptions, you can enhance your overall online presence. Spend time researching keywords and optimizing your ads to reach the right audience. This is vital for Pinterest advertising!
Encouraging Social Sharing
Encourage your audience to share your content from your website or other social media platforms to Pinterest. Adding ‘Save’ buttons to your website images and blog posts can significantly increase the visibility of your content, creating a seamless bridge between your website and Pinterest.
Pinterest Analytics: A Window into User Engagement
Pinterest provides insightful analytics that can inform your broader marketing strategy. By understanding which content resonates with your audience on Pinterest, you can gain valuable insights into their preferences and interests, which can be applied across other platforms. Spend time sorting through what ads get the best conversions and test different strategies consistently.
Email Marketing and Pinterest: A Strategic Alliance
Incorporate Pinterest content into your email marketing campaigns. For instance, you could check the Pinterest Trends tool to see what’s trending in your industry and then create an email campaign for it. You could also include your top performing pins in your emails to increase your Pinterest engagement. Another idea is to run ads to your email marketing lead pages to increase your subscriber list and audience.
User-Generated Content: A Bridge Between Platforms
If you have user generated content on Instagram, TikTok or Facebook, utilize it on Pinterest too. Pins that show real customers always perform the best, and it not only fosters community but also provides authentic content for your campaigns.
The Power of Pinterest Influencers
Collaborate with Pinterest influencers to extend the reach of your campaigns. These influencers can bridge the gap between Pinterest and other platforms, bringing their followers along and introducing your brand to a wider audience.
The Power of Pinterest Influencers
If you are wondering how Pinterest ads can benefit your overall marketing strategy this year, we would love to help! We offer full Pinterest advertising management where we will work with you to develop a strategy to get more leads and sales through Pinterest! Find out more about our Pinterest ad management here.
Conclusion
Integrating Pinterest into your overall marketing strategy is not just about running parallel campaigns; it’s about creating a harmonious and interconnected web of content that resonates across all platforms. By leveraging the unique strengths of Pinterest and syncing it with your other digital marketing efforts, you can create a more robust, cohesive, and effective online presence. Remember, the goal is to tell a consistent brand story, no matter where your audience interacts with your content. With thoughtful integration, Pinterest can be a powerful tool in your marketing arsenal.
