Updated April 2018
Pinterest for Business: Avoid frustration & failure on Pinterest!
People don’t know what they don’t know.
Pinterest Marketing Expert explains that pinning the wrong way on Pinterest will result in frustration & asking yourself why your business is not having any success on Pinterest. When competing with over 100 billion pins you want to make sure your pins are standing out on a Pinners home feed and search.
How do you really know if you doing it right?
Truth is, most people are not “doing it right” on Pinterest and I know because as a Pinterest marketing expert I’ve studied over 1000 business Pinterest pages. When people hire us to manage their account the first thing we have to fix is their Pinterest account set-up. 100% of the time they’re not using the correct keywords, their images don’t link to the correct pages on their site, their boards are nauseating, their images have no text overlay, and so much more.
Okay, so you’re probably thinking I’ve just posted a bunch of fabulous pictures so why the heck am I not getting more repins and why aren’t I getting any followers!
Like I tell my clients over and over effectively managing Pinterest, like any other social media platform is science. There are tricks of the trade, a few short cuts and no such thing as a one size fits all.
You need to know:
- who your target market is
- what problems they need to solve
- how you’re going to use Pinterest to achieve your business goals
- and the dozens of little Pinterest specific how to’s that pull it all together
Unfortunately, I am seeing businesses making the same mistakes over and over and over on Pinterest while attempting to cash in on Pinterest’s success and sadly because of these mistakes they are setting themselves up for frustration and failure from the get-go.
Avoid the frustration of these Pinterest mistakes:
1. You’re not paying attention to your site speed
People want everything fast these days. I know I do! When our agency conducts audits for Pinterest business accounts the first thing we see is that businesses are so focused on conversion that they don’t realize slow site speed is a major factor in conversion rate success or failure. Having a website that takes forever to load is a sales killer.
Heck, if your website doesn’t load in two seconds, you can probably say goodbye to 50% of people that clicked on your image from Pinterest.
Did you know that Google will also take mobile speed into account when they determine how to rank you in their search results? Yep.
So before you do anything on Pinterest fix your site speed using PageSpeed Insights. What’s cool about it is it will show why it’s slow and what you need to do to fix it.
2. Stop using hashtags that don’t have anything to do with your images.
Choose hashtags that are relevant and in keeping with the theme of your pin. To find the most popular hashtags start by typing in # then the keyword (as shown below) that you might typically use in your pin descriptions to see which ones are closely tied to your content.
3. You don’t think pin descriptions matter for SEO
One of the laziest activities and weakest activities a brand can do on Pinterest is to repeat the same descriptions on multiple Rich Pins.
Pinterest for Business Actionable Tip:
a) If you’re unsure about what to write in your pin descriptions think helpfulness. How is your product or service going to help the Pinner?
Edit the pin description using keywords so they get found when people are searching for your blog, products, services, etc. Use this template to help you craft your pin descriptions:
_____________________ (What is it?) _____________________ (Offer tips, advice or instructions. Does it solve a problem?) ___________________ (Call to action) _________________ (Name of board title) ____________________ (Unique & relevant hashtags).
b) Using links shorteners like Bitly will drive your Pinterest followers mad and may result in fewer followers. When you use Bitly and Pinners click on them they will get a spam alert even if your actual pin is not spam. Pinterest automatically thinks it’s a spam so this is a big no-no. Below is what you’ll typically see when you click on link shorteners.
4. You’re only pinning once in awhile
Not pinning enough is the most common deadly sin I see. I see Pinterest pages that haven’t been updated in months. Remember these are business pages. Originally they thought….we can do these ourselves and then realize….it’s a bigger job that requires much more dedication, expertise and time than they thought. So it gets neglected.
Pinterest Expert Actionable Tip: In the early stages I recommend pinning at least 28 times per day. I don’t expect you to sit in front of your computer all day so batch your work by scheduling some of your posts ahead of time. For small businesses, Viraltag’s scheduling tool can help you schedule your pins. It’s what our agency uses to manage our client’s Pinterest accounts.
5. You’re not pinning helpful content
Your Pinterest page is not there for the continuous promotion of your products and services. Read that again and let it sink in because so many people miss this. Pinterest is not designed to be a digital catalog for your products and services.
It’s about finding creative and indirect ways to show them off. I see so many Pinterest business accounts pin images solely about their company and take the approach that “it’s all about me”. A lot of big brands make this mistake.
Ask yourself: What are your customers, prospects, target audiences’ needs, goals and problems? Give them what they want.
Think of it this way – would you want to have a friend who only talks about themselves? About what they’re doing and about how great they are? A friend who never takes the time to offer you anything of value?
How many of those people do you want in your live by design? Not many right?
If your approach is too direct, meaning all about you, you will very likely under perform on Pinterest and forever be frustrated. You need to court your prospects. Focus on building trust. The more helpful you are the better it goes and the more impact Pinterest can have on your traffic and sales.
The key to winning the hearts of your potential customers is to offer value. Ask yourself:
- Who are my customers?
- What do they struggle with the most?
- What do they need and want?
- What solutions can I offer to help them solve their concerns or problems?
- What type of content can I blog about so I connect with them in their shopping journey?
Pinterest for Business Actionable Tip: Your posts should be 20% marketing messages (your product/service related) and 80% education, helpful tips, and fun. Nothing to do with your product or services.
6. No keyword (SEO) strategy in repins
One of the biggest mistakes I see people making is that they do not have a keyword strategy at work in their pin descriptions. People ask me all the time “Why should I care about keywords in pin descriptions if it’s other people’s content?”
The goal on Pinterest is to rank high on the Pinterest search engine regardless of who’s content it is because ranking high means traffic to your boards and eventually to your website. So even if you’re repinning other people’s content don’t you still want to to be found first?
Bottom line: Get as much exposure as you can.
7. You have no pinning strategy
What do I mean by “no pinning strategy”? What that means is you have several boards with a bunch of images that have no theme. For example, if you decide to create a board called “Christmas Wreaths” then make sure you ONLY pin Christmas wreaths. Don’t just pin any kind of wreaths. Stay focused.
Pinterest Expert Actionable Tip: Have at least 50 images per board if you seriously want to get more followers.
I know you know about the secret boards. A board under construction is one of the reasons why secret boards were created. If you don’t think you’ll be able to complete pinning 10 images on one board then use your secret boards. Avoid undermining your brand image. More and more people are on Pinterest every day, this is not the forum where you want to wing it and look bad.
If you’ve made some of these deadly mistakes don’t worry, you can still redeem yourself by fixing them and doing them right going forward.
If Pinterest seems overwhelming for you and you feel like you are going around and around with Pinterest and not getting anywhere contact me contact me about my Pinterest management services or to learn more about my Pinterest Marketing for Business Course. You can take chapter 1 for free.