Pinterest has exploded in the past year, soaring from 7 million users in December 2011 to over 25 million unique monthly visitors a year later.
In fact there seems to be no end to its meteoric rise. Some experts claim that it is now competing with Twitter for second place behind the social networking giant, Facebook.
It’s therefore high time that you got to grips with using Pinterest if you really want to experience a massive increase in traffic, sales and exposure.
But before you launch in, there are a few things you need to know about how pinners view and engage with your page.
It may come as a surprise to you, but the photo you use in your About section, the information you add (or leave out!), your board titles and the actual order of your boards can all play a key role in the success or failure of your Pinterest Optimization.
Pinterest Users View Your Page Differently
Last year, Mashable commissioned an eye tracking study that revealed some startling insights about how users engage with content on Pinterest versus Facebook.
Unlike on Facebook, it seems that Pinterest users tend to:-
- respond better to images of faces
- give the most attention to pins that are placed at the top and centre of a page
- like a brand more (and be more likely to purchase from it) if they’ve viewed its Pinterest page
This means that where possible you should use a professional headshot of yourself in the About section, especially for personal brands and service-based companies.
It’s also important to place your best most relevant content in the top two rows.
Create Many Themed Boards
If all you’ve done so far is put up a few random boards with a couple of pins on each one, then you are not doing the Pinterest Optimization to maximize the true power of Pinterest.
Pinterest is all about discovery and visitors want to be inspired by your boards.
Give them what they want by creating many themed boards that reflect a certain lifestyle or solution to a problem. Think about the questions that your potential customers would ask about your product or service, and build boards around those topics.
If you’re in real estate for example, don’t just showcase your listings – pin images of beautiful dream homes, interior design ideas, local restaurants, fun activities for the family in the area and so on that reflect your expertise.
Include Pinterest Boards on Non-Industry Topics
Be sure to also cover non-industry topics. On Pinterest users don’t want to just hear about what you’re promoting, they also want to learn more about the people behind the business.
If you’re the founder or owner of the business, share your story – what inspires you, which books have you read along the way, what do you like to do in your free time?
This type of content helps you not only reach a broader audience but also builds trust and enables you to forge a deeper connection with your audience.
Equally, if you have a team, showcase some behind-the-scenes footage of your staff and offices, or a recent launch party or opening event you held or attended. Believe it or not, Pinterest users love to get a sneak peek of the workings of a business!
Vary The Type Of Content On Your Page
Hobbies and interests also provide great material for Pinterest boards. So if you enjoy a particular sport or activity like cycling, pin images of you riding a bike, cycling tips, beautiful cycling trails and so on.
Get creative and don’t forget, Pinterest isn’t just about 2-D static images.
You can and should include a good mix of content in various formats (static images, infographics, videos, tutorial pins, image quotes and so on) to educate, inspire and engage your followers.
Use Pinterest’s Secret Boards
If you’re just getting to grips with Pinterest as a marketing tool, then a great way to populate your boards without flooding the feed is to strategically use Pinterest’s new secret boards.
I’ve mentioned it before, but Pinterest’s secret boards are an amazing way to quickly build up your content. Pinterest allows you up to 3 secret boards so first populate them with content, ideally 10 pins, then make them public.
Keep repeating this process over several days until your Pinterest page has 20-30 boards. Then add 5-6 pins a day to your public boards as you would normally.
It’s worth noting that while your Pinterest boards are secret, your pins and repins won’t appear in the feed, only on your secret Pinterest board.
What’s more, pinners don’t get alerted when their content is repinned to a secret board so it is a great way to keep your pinning under wraps and conduct market intelligence.
Those were a few pointers to get you started. I’ve summarized the main ways to optimize your Pinterest page in the infographic below.
Did the infographic bring up any surprises? How is your Pinterest Optimization coming along? Please comment and share below.