Pinterest your Product
How to Create a Pinterest Graphic
Using Pinterest can help a business get a good amount of traffic. But, many struggle to get pinners ever to click on their pins, let alone click through to their websites. If pinners bypass your pins altogether, Using Pinterest will end up being a poor strategy for your business.
There are some ways to optimize your pins so that they gain more attention with pinners. A major factor is the graphic or image that you use. The image is the primary means for which people will become interested in exploring more about you. You need to make it stand out.
The first aspect of a Pinterest graphic is its size. The key is to make it longer rather than wide. If you were to make a wide graphic, Pinterest would truncate it, and pinners won’t be able to see the graphic, especially if there is any text on it.
Pinners scroll down by nature when using Pinterest. Therefore, the longer your pins, the longer they focus on them. This is especially true if you make each section of the pin something they want to see.
Consider using color to make your graphics stand out. Experiment with different colors and even add some blends or gradients into the mix. You should try to split test based on colors. For instance, try a blue pin and a green pin at the same time to see if one is favored over the other.
Add a significant number of supplemental images to your Pinterest graphics, but don’t overdo it. The images should be relevant to the message you are trying to convey. Too much flash, however, will get pinners to bypass your graphics.
Make sure you have the rights to use the graphics you include in your pins. Don’t take this issue lightly as there are companies that are paid to monitor copyright infringement. It is a serious offense that is likely to cost you several thousands of dollars. If you find a website that claims royalty free access to images, make sure you know their claims policy. You want them to fight for you if it ever comes down to that.
When using text, make sure you are consistent with your font selections. Each section can have a different font but try to keep to no more than two or three fonts.
You want to ensure that the website you link to is relevant to what the graphic portrays. If not, you can expect to have your pins reported to Pinterest.
Is Pinterest Good for Generating Traffic?
If you track the sources of your traffic (and you should) you will find that a majority of your traffic is coming from Pinterest. This is only true, of course, if you are sharing what you create on Pinterest. Other social media platforms will be included in this list. But, unlike Pinterest, the traffic that you get from these is not likely to stick around.
For instance, the next time you create a blog post, try posting it on Twitter. Even if you have a decent following, you will find that followers will go to your site, but the activity will be minimum. The bounce rate will be high and the average time spent on the page will be on or close to zero.
The same is true for Reddit.com. You’ll get a fair number of hits from Reddit, but it won’t amount to any engagement. This means that if you have a call-to-action on the page, it won’t be activated.
Facebook is a bit of a mixed bag. People will go to your website, and some will engage. But, remember, you can use Facebook to capture emails and other call to actions, etc.
This leaves Pinterest as a traffic generation machine. More people are looking to Pinterest as a search engine rather than a social channel. When I find useful resources that I pin for later recall, you can bet that my followers will find it useful as well. I simply need to put a link into the pin to my website, and these information seekers will find more information on the page.
Which brings up an important point, make sure you have valuable information on the page you are sending them to. If you pin promotional material, expect them to leave your website quickly.
Another factor is to make sure the pin and the content match. There is nothing worse than someone clicking on a Visit button in Pinterest, only to find something entirely unrelated. They may even ding you with a bad comment if you take this course of action. It’s not worth it and is unnecessary.
Since many people are looking to Pinterest as more of a search engine, that should be how you approach it when you plan your pinning strategy. Keep focused on the fact that people are looking for specific tidbits of information. Supplement that information with a post on your website, and you’ve got a great strategy for generating targeted traffic for a long time into the future.
With Pinterest, It’s Nice to Share
Sharing is caring, it’s nice to share, these are both expressions you have probably heard in your life. They are especially useful for social media. With Pinterest, you will find that if you are generous with sharing what others have produced, they will appreciate it and return the favor.
At the very least, people will follow you when you share their work. They will want to see what else of theirs that you may be willing to share. Also, when you share something that is yours, your chances greatly increase that they will share this as well.
When you are looking for something to share, consider branching out from Pinterest itself. It’s okay to repin what you see on your dashboard. But, if you go the extra step to pin from the outside into Pinterest, this will get you noticed.
It should go without say that the pins of others should coincide with the topic or subject of your boards. You aren’t doing anyone any favors if you pin irrelevant topics. The readers won’t appreciate it and neither will the source of the original pin. You will continue to find pins that show a graphic, and when the user clicks to see the website, it has nothing to do with that graphic. Think about how you would react if you saw that yourself. You probably have seen it. If not, it’s only a matter of time before you will.
When you do find external material that you want to pin, don’t be afraid to reach out to the creator and let them know of your efforts. Specify that you will be on the lookout for more of what they are offering and will continue to pin anything you determine to be fitting. This can help you establish a relationship with others and these relationships can grow to significant collaborations.
On occasion, you may find a webmaster who does not want his or her material shared. By reaching out to them, they will alert you to this desire. This can save you some headaches down the line as you can immediately remove any shares. Be courteous when this happens. People have their reasons for not wanting to share. It should be respected. Offer to keep the channel of communication open in case they later change their minds.
You should hold the material of others to the same high standard as your own. If you start posting junk just for the sake of getting attention, it will reflect poorly on your sharing efforts.
Try to Tie Together Your Pinterest Posts with Your Blog
When a pinner sees your pins or boards for the first time, they have no idea who you are. Within seconds they will make a determination about whether they want to continue with what you are offering. If you can hook them in, they may even click through to your blog or website.
If you happen to get lucky and they arrive on your site, there is no guarantee they will read your content, but you will get some people who will. If you don’t make a logical connection between your Pinterest pin and your blog, they will likely disconnect once they hit your website. In some cases, this can make matters worse, as you’ve lost them on Pinterest as well as on your blog.
You need to get pinners to associate what they saw on Pinterest with who you are on your blog. Pinterest is a visual engine. When they get to your website, and it is nothing but text, you run the risk of them heading for the exit. Therefore, make sure you get some graphics or other visuals onto your website. You should be doing that anyway. But, if you are expecting a good number of visitors who come from Pinterest, this becomes a necessity.
One strategy that seems effective is to include a mascot in your pin that appears on your blog post as well. This creates an immediate association that gives pinners a hint of familiarity. It happens at a subconscious level, but it does happen nonetheless.
It doesn’t have to be a mascot, but the more places you can make this connection, the better. If you have a call-to-action such as a lead capture page, place that mascot or graphic into your confirmation newsletter. Once they see this again, their minds are immediately set at ease, and you have warmed them to you or your brand.
It’s a good idea not to go crazy with this strategy. Using it once per each of the mediums you expose your audience to, is probably enough. You can also keep it going in subsequent communications with them. After a while, your brand will become synonymous with this connection.
While a logo can serve as the communication means, it’s not quite as effective because people associate logos with companies who are trying to sell. After they become familiar with you, then the logo can be a strong reinforcement. But, it should not be the initial connector.