Often neglected by companies and brands, the Pinterest social network has become an ever-growing viral phenomenon online. Last year, its active user base increased by 33% in less than a year.
The platform is a social network where users can share pins, which are images, and which can be grouped into tables, public and personalized image banks on all themes imaginable in many areas. Users can pick images from each other’s pins to build new pins and create a thematic set. Images are usually accompanied by articles and URLs that redirect to the authors’ websites.
The main purpose of this platform for brands is to distribute a graphic universe, but it can also increase the traffic of your website by promoting it through your publications. Let’s explore the different characteristics of this social network.
The Pinterest social network
Pinterest is an inspiring place for all your projects and interests. The site works like a cork board where you can pin the images you like. You can share your pins with other users and gather published content to create new tables.
Pinterest is based on social sharing and communication via images, which is an increasingly popular form of communication on all social networks: Facebook, Twitter, Google+, or the benchmark of image-based social networks: Instagram.
The site welcomes more than 200 million active users each month and contains over 100 billion pins. The distinctive feature of the platform, in addition to sharing content, is that the images published are very diverse: photos, drawings, computer graphics, caricatures, and many others that are also means of expression for its users.
Over the past few years, this social network has become a playground for many brands. Indeed, the social network craze and the freedom offered in sharing and promoting content make it possible for many companies to gain a high level of visibility.
Better visibility on your website using Pinterest
A first good practice on Pinterest is to properly complete your personal profile. Remember to include your company name, sales or service area and a link to your website.
Afterwards, you can add the link to your Pinterest profile on other platforms such as Facebook, Twitter, Google+ or LinkedIn.
Once you are registered on Pinterest, you can create a publication informing subscribers of your other platforms and invite them to follow your account.
If you have a budget dedicated to marketing campaigns, you can increase your visibility by sponsoring your Pinterest pins. Indeed, Pinterest lets you pay to highlight your pins and increase the reach of your publications to attract a wider audience. However, be sure to sponsor the pins you own to maximize the impact of advertising on your traffic.
A good tip is to pinpoint when your traffic levels are at their highest. The search type and customer type are different depending on the traffic periods. So remember to carefully analyze your results to identify the types of customers who visit your site and when.
Effective use of the Pinterest network
Pinterest lets you create tables with different themes and pin an assortment of photos carefully selected from within the tables. You can also give these tables titles. A good marketing strategy is to name these tables with keywords that are related to your industry and that are likely to attract users so that they can be redirected to your pins in their search results.
It is also good practice to mix in proprietary pins, i.e. content that is specific to you, with contextualized pins, i.e. pins found on the platform. As soon as you pin content, make sure you put your own description. Your brand name and several impactful hashtags must be present for your pins to be in the right categories.
In addition, don’t hesitate to add calls to action to your images to encourage interaction with your audience. Calls to action are all the interaction incentives you offer to your users. Choose portrait image formats that take up more space and offer better visibility, especially on mobile phones.
For proprietary pins, insert a link directly to a page on your website. Customers will be redirected to it. For example, a shoe company could create a table for its summer collection and redirect Internet users to its online store. The tabular grouping process allows you to offer a wide variety of content to your subscribers based on the content shared by other users, and therefore to allow a continuous renewal of the images you promote, which attracts a large amount of traffic.
Some tools for using Pinterest
To increase the number of content pins on your website, install the Pinterest browser extension. This will make display the “Pin-It” button on various images and facilitate your search for content. Add this button to several pages of your site so that customers can easily access your account. Sharing your pins will allow you to extend your reach on the platform and possibly the number of people who subscribe to your page.
You can also automate your pins. This technique, widely used for Facebook, Twitter, (etc.) through sites such as Buffer or Hootsuite, is also possible with Pinterest. Automation allows you to publish your pins at strategic times, where you have a good number of visitors to optimize the reach of your images.
Increased website traffic with Pinterest
Although largely ignored by many Web Marketing professionals, Pinterest has become a communication platform in its own right for the dissemination of brand images and for corporate awareness. This original social network offers a wide variety of ways to grow your audience and increase your website traffic.
However, while it is easy to create and share a great deal of content on Pinterest, it is important to keep in mind that the first objective of your strategy on the platform must remain the quality of the content. It is very important to take the greatest care in your publications and tables and produce relevant content that is sought by users.
Pinterest is therefore a social network that is mainly image-based, but which, if properly used, can allow you to increase your website traffic. Curious to develop this method for your own social network management? Don’t hesitate to contact our team of specialists to set up a custom strategy.