Pinterest as a platform is always changing and evolving. It’s important to know which Pinterest marketing strategies are in and which strategies are outdated. In this blog post, I’m sharing the important changes to Pinterest in 2018.
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Pinterest Marketing Guide for 2018
I’m not an alarmist. I like safe, simple rules and guidelines that stay consistent over time. I don’t think Pinterest is any different. Over time, Pinterest marketing has evolved (hey, hashtags) but the foundation of keywords and vertical images has not. Human interaction with Pinterest has changed. In this post, I’ll be sharing the main principles to a solid Pinterest marketing strategy.
After my recent visit to Pinterest Headquarters, I had some time to dig into the strategies that really work for driving traffic to your site. After all, repins and saves are fine (and help with virality), but we ultimately want traffic that generates leads and sales, right?
Pinterest has updated their best practices too. You can read the full post here. I’m going to highlight the changes, but also the key strategies forto having a solid Pinterest marketing strategy.
Pin regularly and consistently
Just like other platforms, Pinterest wants you consistently using the platform! As a Pinterest marketer, avoid inconsistency and plopping a bunch of pins on the platform once a week or so. Get into a regular habit of pinning when your audience is using the platform. Using a Pinterest scheduler like Tailwind can help you choose the ‘smart’ times to pin as well as creating a queue so that you don’t have to manually pin, especially if you have difficulty staying consistent. (Pst—want to hear more about Tailwind? Check out my posts here).
I found this tidbit particularly interesting (which was also confirmed with my visit at Pinterest):
The first 5 Pins you save each day will be prioritized for distribution. Save to the most relevant board first. It’s okay to save a pin to multiple boards, but save to the most relevant board first—that pin will get distribution priority. Saving to irrelevant boards won’t help and may hurt the distribution of your pins. source
As you can see, this is pretty specific advice. Those first 5 pins you save each day will be distributed—and also prioritized. With this new information, it does make you think carefully about what kind of content you are pinning. Strategy is the key to success. This seems like ‘newer advice.’
Create multiple pins to the same source
I’ve always recommended creating several pins that lead to the same source. Pinterest is also recommending a different pin description to increase exposure in the Pinterest Smart Feed and SEO. Consider creating multiple pins and pin descriptions.
Pinterest users start pinning ideas for a certain or holiday many months in advance. I’ve seen and marketed Pinterest pins for Christmas in August. This is a more extreme example, but in general, pin seasonal items 45 days in advance (and create content ahead of time too!).
Optimize boards for search
I find that one mistake people often make is to leave out keywords on their boards. Board names are searchable (though significantly less than actual pins). It’s vital to choose board names with a strong SEO. For instance, ‘yummmy’ is not a good board name. It has no context. Choose something like, ‘dessert recipes’ or even more specific, ‘pumpkin desserts’ instead.
Additionally, Pinterest has reintroduced following boards in the search feed so make sure your boards are optimized for search.
You can get some more board strategies in this post: 4 Places to include keywords for your Pinterest boards.
Followers do matter, sort of
It’s not about following ‘Aunt Sally’ on her journey to a paleo diet, but following content creators that you love! Encourage your email list and followers on other platforms to follow you on Pinterest. If you have the ‘swipe up’ feature on Instagram (lucky YOU), have the ‘swipe up’ lead to your Pinterest profile and ask them to follow.
Speaking of, if you aren’t already, you can follow me on Pinterest HERE!
Encourage saving at your site
I have a great guide to creating ‘Pinterest-friendly blog posts’ you can grab here, but don’t forget to encourage your readers to pin for you on your site! Make it easy and ask them to engage with your content and pins.
Which one of these new changes surprises you most? Share with me in the comments!
Are you new to Pinterest and want more tips to get started? See my introductory post Getting Started on Pinterest and don’t forget to sign up for my email newsletter below. You’ll receive my FREE Pinterest Start-up Guide for your creative small business where I give easy actionable steps to getting started on Pinterest!