Leveraging Pinterest in Your Marketing Mix

Picture of Aliza ShermanAliza Sherman is a web pioneer, author, and international speaker. Sherman is the author of 8 books about the Internet including The Everything Blogging Book, Streetwise Ecommerce, The Complete Idiot's Guide to Crowdsourcing and Social Media Engagement for Dummies.

Leveraging Pinterest in Your Marketing Mix

Whether or not you’re using Pinterest, it is still a viable social network where you can build a presence and market your brand and products. Pinterest users – or “Pinners” – often use Pinterest with the expectation of getting inspiration for future purchases, planning everything from weddings to travel saving images and videos they find throughout the web or on someone else’s Pinterest account. Even if someone pins content and doesn’t purchase anything immediately, they are likely to return to buy later.

In order to take full advantage of Pinterest, make sure you’re using it properly both in terms of your company’s Pinterest account as well as your business website. There are several things you should have in place with your Pinterest account to be more effective.

  1. Use a Pinterest Business account. If you do not see Analytics as a feature on your account, you’re using a personal one. Pinterest provides instructions on how to upgrade a personal account into a Business one at no cost.
  2. Complete your Pinterest profile. Pinterest doesn’t provide a lot of custom branding in the profile section of your account, but you can add a profile image, a description, and a website link. The images at the top are a collage of the images you pin to your account boards.
  3. Claim your key sites. Pinterest lets you claim certain sites to ensure your brand name and profile picture appears with every pin associated with those online presences including your company website but also your Instagram, YouTube, and Etsy shop, if you have one. Pinterest will track not only things you pin from your own claimed sites but also when others pin your content.

Once you’ve optimized your Pinterest presence, next check your website. There are several things you can do to your website to make it more Pinterest-friendly.

  1. Size your website images for Pinterest. The optimal size for Pinterest images is 735 x 1102 pixels although they will display as 238 pixels wide. While the ideal width for Pinterest images is fixed, the length can vary. Use a 2:3 ratio for perfectly-sized, “pinnable” images.
  2. Add a Pinterest Follow button. Make it easy for your website visitors to follow you on Pinterest by installing the Follow button widget. Use the Pinterest widget builder to create this.
  3. Add the Pinterest Save button. Also use the Pinterest widget builder to add the Save button to your website images - a small, red button that says “Save” (it used to say “Pin It.”)
  4. Add specific pins to your website. Enhance your website content by embedding a pin from your account. Your website visitors can then save or “repin” the pin directly to their own Pinterest account.
  5. Add a Pinterest Board or Profile widget to your site. If you want a larger display on your website showcasing your Pinterest account, you can embed one of your Pinterest boards onto your homepage or another page. You can do the same with a more general Profile widget.
  6. Add the Pinterest Tag to your site. This tag is actually a line of javascript code that you add to your website’s HTML code. The Tag helps collect data when you use Pinterest ads through Promoted Pins so you can track things like page visits, signups and checkouts.

Adding Pinteret to your marketing mix isn’t complicated, but it does take time. As you create content, images and video for social media marketing, keep Pinterest’s unique features and image sizes in mind so you have the right creative assets to leverage.