Pinterest Marketing and Advertising Tutorial by Owerly.com
1. PINTREST OWERLY.COM
2. WHAT IS IT? Virtual corkboard Curate other people’s and your content onto virtual boards Engagement: Share, Gather Likes and Re-pins Create a board for each interest Users can pick which boards to follow or all boards 85% of users are female
3. BOARDS, CLICK +
4. ADD BOARD/PHOTO
5. PICK BOARD
6. ADDED TO BOARD
7. VIEW PIN
8. SHARE OPTIONS Click share arrow icon at top
9. RE-PIN OPTIONS Click Save at Top
10. SETUP Business.pinterest.com/en Username becomes URL, ie, pinterest.com/username (Business Name as First and Last Name) Account name is displayed on profile, can be same or different Logo as profile photo Use SEO Keyword Phrases in Board Titles and Descriptions Profile link Less than 90 boards to target audience with Keywords Move boards to secret (NOT delete)
11. CONTENT Vertical Image 735 x1102 (Wordswag app) Easy to Read Wording and Font Color Mobile Friendly (Large Font) Before and After Pics How to… Illustrate steps in Graphic Copywriting Product Images and Features Can combine images into collages 4-8 pics Template branded look to keep pins consistent (same font, style photography, etc) Make sure to include link with pins
12. CONTENT 50 pins per board on each topic (mostly other people’s pins, partially yours, i.e. 20%) 25-30 boards to start Multiple boards with similar categories mix pins to look different Collaborative boards have lost reach librestock.com searches 40 royalty free sites bigstockphoto.com for technical images
13. CONTENT Product Usage/Instructions Inspiration Infographics Re-pin other people’s stuff for your audience Pin original content 1-3x A Day Use lifestyle pics rather than product alone Blur background Shadow Text Headlines in Pictures
14. RICH PINS Product Pins pricing, availability and where to buy your product. Recipe Pins ingredients, cooking times and serving sizes Article Pins headline, author and story description App Pins install button so people can download your app - iOS only Source: https://business.pinterest.com/en/rich-pins
15. RICH PINS Enable: https://help.pinterest.com/en/articles/enable-rich-pins- your-site Supports Open Graph (All in one SEO Pack, Yoast SEO): https://developers.pinterest.com/docs/rich-pins/articles/? Validate Tool Click Apply
16. ANALYTICS https://business.pinterest.com/en/pinterest-analytics Tailwind
17. RESOURCES Graphics: Canva, picmonkey.com, spark.adobe.com, Syndication: Tailwind (Scheduler) Stock Photos: GraphicStock, PEXELS.COM, UNSPLASH.COM , DEPOSITPHOTO.COM, 123RF.COM Photoshop Layouts & Templates: creativemarket.com Pinterest Lens (discovery tool) Lens is is all about helping you find ideas inspired by things you see in the real world. Just point Lens at an object, then tap to discover related ideas. https://help.pinterest.com/en/articles/pinterest-lens#Web
18. MARKETING Re-pinned posts stay more visible in feeds Update blog posts with pinnable images Syndicate to other social media platforms Get audience to share pins and embed in blog Syndicate in newsletter tool for blog post pinning to pull the right image Local keyword targeting can be used
19. PINTEREST ADS Looks like a pin with “Promoted By” underneath Works to increase in-person traffic as well images Pinned from your product pages (by you or anyone else) will be automatically published as Rich Pins. https://www.shopify.com/blog/14862781-pinterest-rich-pins-now- automatically-enabled-for-shopify-merchants
20. ADS Convert to Business Account business.pinterest.com/en Select “convert now”
21. ADS Confirm Site Click on your name Select Gear icon Select Account Settings Click “Confirm website” Copy code and insert into header of homepage hit finish in Pinterest
22. ADS Install Conversion Tag Goto Ads dropdown “Create Tag” Name it “Generate code” Insert code into header Split test Text overlay format and pics for CTR Product photos with people’s faces in pics might lower CTR
23. AD TRACKING Google Analytics and UTM codes Goal Conversion Improvely
24. ADS Ad group: Bid, Demographic Change bid to lower (under $1, 15-30 cents) Track ROI Awareness if for impressions Engagement: Pay for action on promoted pin, magnify pin *Traffic Campaign: pay for clicks (no charge for re-pins), one tap pins goes direct to website (shut down if low quality clicks) Keyword campaign: Bid for individual keyword Shopping campaign: updated from product feed
25. ADS Types of content: Blog Article, Landing page, Product, Buyable pin, Product category, App install Must indicate gated landing page in description or include value content on landing page to avoid NO limited timed offers (salesy), Rich pins will update pricing NO testimonials or reviews NO buttons on graphic CTA what to do when at website Demographics see what category boards you are being re-pinned
26. ADS Engagement audience shown to people who have engaged with a specific pin Act alike audience: Based on behavior Reach a larger group of people who look and act similar to your audience https://help.pinterest.com/en/articles/targeting Track events on your site: Visit, Lead, Signup, Custom, Checkout
27. AD ANALYTICS CTR .2-.3% Google analytics goal conversions cost too high, shut it down Act alike can increase conversion start with 1% Improve picture (CTA like sign up today) landing page with clear CTA and copywriting Coordinate pic with landing page E-mail audience act alike with at least 100 matched users Install conversion tracking pixel Use Google analytics to find top 10 pins
