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Consistency is key when it comes to Pinterest, which is why I stopped pinning directly via the platform over six months ago. By using our own systems, which we outline in our courses, Pinterest became the second biggest driver to our website, and it has been constant for the past six months.
A small change that proves we are heading toward the right direction.
At first, I thought it was mainly because our main audience is made of bloggers, solopreneurs, and personal brands. However, I quickly came to realize that it wasn’t just us. Pinterest has been growing in popularity in the last 12 months, and it’s showing no sign of slowing down.
No other marketing platform we’ve used drives traffic to websites the way Pinterest does.
It is the very top of the marketing funnel – where your potential audience starts researching and gathering information on how to solve a problem or find what they’re looking for. Once you have your keywords, on-brand pin graphics, and are pinning consistently – setting up a funnel to gather emails of your ideal customers is the next step.
Pinterest does the heavy-lifting of getting eyeballs on your content/products – then it’s up to you to provide value and build those relationships to turn your audience into customers.
The reason most people are afraid of Pinterest
When I initially talk to our students, lots are overwhelmed with thinking they are going to have to do a ton of work or create a massive amount of content to start using Pinterest effectively.
It’s simple – figure out what the top 10 pieces of content and/or products are on your website through Google Analytics and create multiple pin graphics for each of them.
Pinterest allows you to easily repurpose the same content by creating new pins that can be pinned and re-pinned to seemingly multiply the amount of content you have.
Don’t get yourself stuck by thinking you have to create 100’s of pins for all the blogging you’ve done in the last 3 years – start with your biggest traffic drivers and go from there.
As a company, we make sure we engage and reshare fellow pinners’ pins weekly, yet we have been scheduling our pins for the past half-year, and I truly believe that is what completely changed the way we supported our Pinterest content.
There are two ways you can schedule your pins:
- You can schedule pins directly via Pinterest.
- You can use tools like Buffer or Tailwind for automated bulk-scheduling.
We personally use Tailwind, and it’s been a game-changer for us.
Should I be using a scheduling tool like Tailwind?
Tailwind is a Pinterest and Instagram scheduling and analytics tool.
Their help brands of all sizes save time and grow their engagement on Pinterest and Instagram.
On Pinterest, they offer Pin scheduling as well as amazing tools like Communities and SmartLoop. Communities allow you to share your content with like-minded Pinners and influencers and discover great Pins your audience will love.
SmartLoop makes it easy to reshare your best Pinterest Pins at the best times for engagement. Even if you are resharing your content to Pinterest today, chances are you struggle with:
- How to remember what you’ve shared, to which Boards, and how long ago
- Figuring out how often to reshare so you’re not spamming your followers
- Making sure you continually monitor how each of your Pins is performing so you reshare only your most engaging content
SmartLoop drives traffic by resharing your best-performing content to your relevant Boards on Pinterest when your followers are most likely to be engaged – it’s great because it means your schedule will never run out of Pins in the calendar.
We had the pleasure to catch up with Melissa, head of marketing at Tailwind, to discuss all things Pinterest.
People think that Pinterest is a social media network when really it’s a search engine that has some social aspects to it. Because of this difference, it’s important to keep in mind that Pinterest is more of a long-term investment than a quick-hit tool, like a Facebook or Twitter. It can take weeks, or even months, for Pins to gain traction on Pinterest.
Don’t get discouraged if you don’t see an immediate bump in traffic from to your site after publishing a Pin!
What’s the best way to refresh and update your boards?
I highly recommend checking out your analytics for queues on where to refresh boards. In Tailwind, you can look at your Board Insights tab, sort by “Repins” in the last 7 days, and see what boards are still driving engagement versus those who may not be.
On Pinterest’s analytics page, check out your Boards with the top impressions versus Boards with the most clicks to see the difference between those Boards that are driving awareness versus traffic.
How can you set your boundaries when it comes to spending time on your Pinterest?
Time-blocking your calendar to schedule Pins for the next few weeks will help you spend less time on Pinterest and more time writing, creating, and doing what you love.
Pin scheduling helps you not be tied to your computer or phone all day so you can set – and stick to – those boundaries.
How can you keep Pinterest inspiration fresh?
Check out your own Pinterest feed! Pinterest is built to inspire, and your Smart Feed is built around Pins Pinterest thinks you’ll find inspiring, so it’s a great place to start. I would also recommend checking out Tailwind Communities to discover new, amazing, like-minded Pinners that will both inspire you and will be interested in sharing your content to their audience.
We’ve even had members meet new people to collaborate with off of Tailwind through their Tribes!
Creating a recognisable style of Pin, that reflects your website, will help your followers recognise your Pins in their feed. That will also help readers connect Pins to where they have seen your website on other platforms and just create a stronger brand impression across all of your networks.
Do some digging into what works for your competitors, influencers in your niche, as well as what has worked for you in the past to start building your individual style.
What’s your best tip for someone who is rebranding?
As you’re in the process of rebranding, start creating Pins to replace your popular posts that you can then seed back out into Pinterest to continue driving traffic to the newly rebranded site. That will help people connect your old amazing content with your new amazing brand!
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My name is Fab Giovanetti and I am a writer, author, marketing consultant, founder of the Creative Impact Group and professional troublemaker. I help people grow their online audience and monetise their content and unleash their potentials as creatives.