ICYMI, Pinterest is sort of a big deal this year. Between the company’s recent IPO, the starting stats for success, and the serious potential that brands are seeing, the time is now to start investing in your Pinterest strategy.
Proudly described as a visual discovery engine, pinners thrive on the alchemy of searching and being served actionable and engaging content on Pinterest — and brands are here for it. We know by now that pinners, no matter which stage of the buying cycle they are in, are in a purchasing mindset. Unlike other channels, Pinterest is about your self, not your selfie. Pinners share their most intimate creative thoughts, which is no surprise considering two thirds of users described Pinterest as a place to find products, services, and ideas that they trust.
Savvy brands are making the most of the opportunity to connect with their purchase focused buyers through multiple touchpoints. How? If you caught our three-part series on how to grow your organic Pinterest strategy, you know that brands need to approach it with a completely different lens than Instagram. Content best practices, optimal times to post, and audience behavior are each a whole different ball game.
Ensuring that you are measuring and optimizing for every conversion on this referral and revenue-driving channel is crucial for brands to drive real ROI on Pinterest. With many brands being new to Pinterest, understanding performance on the channel tends to be a mystery to many social marketers. To save you from wasting time with spreadsheets and grueling calculations, we bring you the first-ever Pinterest analytics tool built for the enterprise — Dash Hudson Pinterest Analytics.
Built with the most important brands in the world in mind, DH’s Pinterest Analytics surfaces meaningful insights that inform which pins are engaging a brand’s target market, and ultimately, driving traffic and revenue. Easily uncover what visuals are inspiring action from pinners, monitor KPIs in one place, and bulk publish content to feed the Pinternet. It’s your favorite visual marketing channels all seamlessly integrated in the Dash Hudson platform that you already know and love.
Now that we’ve spilled the tea, let’s dive into how sophisticated marketers are using the platform to propel growth on Pinterest.
1) Surface, Schedule, Publish, Repeat.
The number one priority on Pinterest is to feed the engine. Pinterest is a visual discovery channel — think of it like a well-curated Google for millenials. Your content only has a few ways to get into the network, so it is important that you’re using each opportunity to pump inspiring creative and actionable ideas into your channel.
We’ve chatted about the magic of repurposing photo and video for Pinterest. With best practices encouraging posting 30–300 times a week (whew!), leveraging your content library and killing two birds with one stone, so to speak, is critical. Lucky for you, Dash Hudson Library is fully integrated across channels, earned and owned content, and within your multi-channel scheduler.
Start with our AI-backed library, search based on visual queue, and select the photos that you want to optimize for Pinterest. Ensure that you are following Pinterest’s content best practices with ratio (2:3 is preferred!), and stacking engaging content with DH Story Studio to optimize conversions.
Once the content is Pinterest-ready, seamlessly bulk schedule up to 10 pins at a time through the Dash Hudson Scheduler. With Pinterest Auto-Publish, set it and forget it.
2) Measure, Optimize, Convert, Repeat.
Think about Pinterest engagements like a sales funnel. Ensuring that your content is getting impressions is critical. If you aren’t being found, you are missing top of funnel opportunities to educate your audience and be discovered.
The next engagement would be a close up. A close up is the next step of deeper engagement, when a user clicks the pin to enlarge it. This shows their interest and intent is getting deeper, and that the visual caught their attention.
After getting a closer look, pinners either save the pin for later, or click through to your website, which is the ultimate goal for most brands. With Dash Hudson Pinterest Analytics, brands can easily understand what pins are driving each stage of engagement, and gather actionable insights to drive performance at each stage of the process.
Pins are like a fine wine — they keep getting better with age. Unlike other social posts that are only relevant for a hot sec, pins have a lifespan of years. Identifying and measuring these pins over time is critical to demystify the success behind your Pinterest strategy.
3) Create Content Pillars and Benchmarks, Inform Creative, Increase Conversions.
Boards, Dash Hudson’s eternally loved content segmentation tool, is fully loaded and ready for Pinterest. Not to be confused, DH Boards and Pinterest Boards are two different tools. Pinterest Boards are for organizing your content on your Pinterest profile. DH boards allow brands to identify visual trends for top performing content, measure specific campaigns, even create benchmarks for different content pillars. You’re welcome.
Start by grouping all of your most clicked content to figure out what is stopping your audience mid scroll. Your holiday campaign? Put it in a board to create measurable benchmarks for the next one. Are lifestyle, product shots, or educational content working best for you? Create boards to surface what your audience wants, inform creative, and move the metrics that matter.
Ready, Set, Pin.
Savvy marketers know that it’s time to take Pinterest to the next level, and dig deep on what is working, and most importantly, understand why. Interested? Reach out to our customer success team to get started.
Header image: @dezeen
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