A good Pinterest strategy doesn’t just rely on a lambda image. You have to consider the expectations of the public: inspiration.
We would be wrong toapply the image of a second-rate social network to Pinterest. Different from Facebook, Instagram or Twitter in many ways, yet it is the undisputed master on one subject: inspiration. And don’t we say that inspiration is one of the three pillars brand speech
Since then, a Pinterest strategy has its place in your digital environment. But how to put it in place and manage it, for lack of goat and cabbage, brand duty and consumer envy?
Setting up a Pinterest strategy in 7 points
1. Do not sell, advise and inspire
If the purpose of each brand is to sell a product or service, it is pointless to use Pinterest as an e-shop. If some recent updates nevertheless orient the network towards even more social selling, first, we have to consider the primary motivation of your audience.
Why do people use Pinterest? Prosaically, because it’s pretty. But also, and above all, for inspiration. Whether it’s for a bathroom remodel, wedding attire, or creative ways to entertain the kids, Pinterest is where we come to collect ideas.
Your Pinterest strategy number 1 will therefore be to perceive this desire and act accordingly. Exit the transactional and the product sheet : it’s time to inspire. And by inhaling, you show your values, your expertise, your know-how. You define yourself as a key player in your field of activity becausein addition to selling, you advise and inspire you.
2. Don’t play solo, share
Even if you perfectly embody the “inspirational” side of your brand speech, also remember that you are not the only ones on Earth. It is certainly at odds with the idea of being “above the competition”.
After inspire your audience, and make it understood that you are a key player, also passes by sharing. Do not hesitate to create a table, or even several tables, of Pins that are not from your lap.
Obviously you will not not share content from your direct competitors. It would be counterproductive in your Pinterest strategy. But you can develop a watch, go see what ordinary Pinterest users are sharing and “pin” the content that you think is appropriate.
One, it sends a notification to the person, who could potentially follow you and become, who knows, an ambassador. Of two, that decompartmentalize your walls and registers you as an open brand.
3. Offer quality, rather than quantity
As you do not publish twenty posts on Facebook per day, nor three stories per quarter of an hour on Instagram, you are not going to create or “pin” 50 images per day. Why ?
- Because you don’t have a paid person only to browse on Pinterest.
- Because a tsunami of content may stifle the sense of discovery.
- Because quality will always be preferred over quantity.
If you’re new to Pinterest, set yourself reasonable publication goals. 10 contents per week, if they are qualitative and meet the basic criteria for a good post, it’s an admirable start for your Pinterest strategy.
Again, don’t forget why your audience is using Pinterest. Because he is in search of the beautiful, the blow of heart. Your imagery should be polished, neat and tailored.
Your Pinterest page can also become an appointment for users. Imagine Marie who, every two days, comes to see your particular page. Do you prefer to offer her 32 new images, even if it means destabilizing or even disgusting her, or 5 new posts that she will “pin” for sure?
4. Verticalize and dress your post
85% of Pinterest users use their smartphones to visit the social network. Your image will therefore have more impact if it is processed vertically, with a 2: 3 ratio.
Pinterest shares with usother good practices for the ideal post :
- Always affix your logo on your creation. Filigree, discreet or huge, anything is possible, as long as it does not confuse the reading.
- feel free to add text on your image. Contextualize or wander, express your tone of voice.
- add a visible link on your creation, because your creation is a gateway to your website.
- Favor contrast over visual noise. An image must be impactful and readable immediately, and even more on a smartphone.
5. Write and increase your SEO
Always think of your designs as entry points for your website. And who says “good website”, says ” good SEO strategy“. And the texts you write in Pinterest will play to make you like Google a little more.
So you will have to write descriptions who will answer as much the public’s need to be inspired that to Google’s need to understand your content. So it takes to be aware of the most searched keywords and phrases, the least competitive …
Another aspect, and not the least: backlinks. Each time your content is picked up, “pinned” by someone else, it creates a “do follow” link to your site. It therefore increases the notoriety of your site and the confidence index that Google brings.
6. Sort, classify, store
The beauty of Pinterest is be able to organize tables, lots of tables, and even more … sub-tables. You are therefore spoiled for choice. But all your creations should be arranged with some consistency.
So prefer one table per topic, for example “Wedding flowers”, then in this table, create sub-tables “Boutonnieres”, “Bridal Bouquet” or “Flower Crown”.
For your Pinterest strategy, don’t you lean not too sure chestnut trees. It would be a shame to have a “Halloween 2019” painting, then another “Halloween 2020”… It could bring a kind of confusion, and also a feeling of amateurism.
Too, do not create tables at all costs, even if it means having tables with strange names and 3 photos inside.
Last tips concerning tables? do not forget to define the photo that illustrates your painting … Otherwise Pinterest will choose one for you instead!
7. Hashtag … but not too much
If Pinterest has started using hashtags, like its colleagues, we can not say that it is frankly a success. Unlike Twitter or Instagram, where the hashtag is king, it is not in the habit of “Pinners” to use these keywords as a search filter.
Another weak point? Hashtags do not currently work on computers. Of course, we have 85% of users on smartphones, but we must not neglect the remaining 15%.
Nevertheless, In a good Pinterest strategy, you still have to think about your hashtags. But go ahead sparingly, 2 to 5 is enough. Mix generic, specific and persistent hashtags. If your brand name is strong, use it as a hashtag. Otherwise, prefer common names.
In short, for a good Pinterest strategy, you need:
- Bet on the value of advice and inspiration
- Decompartmentalize your brand and be guarantor of a watch on the subjects you master
- Play on a quality content, rather than an endless influx of tasteless posts
- Answer to habits of “Pinners”, especially in terms of navigation
- Write engaging descriptions which also meet SEO needs
- Develop a diagram of your tables downstream, by classifying by themes and sub-themes
- Use hashtags, but without it being the cornerstone of your strategy