How to Leverage Pinterest for Your Brand or Company
The new buzz going around the Internet world is Pinterest, a virtual cork board where you can save and share the things that interest you most. Find a recipe online you have to try? Pin It. Find your favorite quote online? Pin It. From recipes to home décor to travel and creative ideas, Pinterest is the website to store it all.
What is Pinterest?
When you come across something you love while browsing the Internet, you no longer have to worry about bookmarking the page, emailing the link to yourself, or printing out a copy and saving it for a later date. With Pinterest, you can simply compile all of your great findings in one location online, available for you and whoever is following your pins to view at anytime. It’s made bookmarking into a social experience, more in line with how we use the Internet in 2012. In addition to the followers viewing your pins, you can also view the pins of the people you are following and repin what your followers are posting. Pinterest provides the option to search for ideas or items that spark an interest. Browse through a live feed of items that are being pinned by strangers and repin them to the boards you have created.
First things first, visit the Pinterest website to request an invite to create an account. Or if you know someone who currently has a Pinterest account, ask them to send you an invite, as this may be the quickest way to get an account started. Go ahead, ask me for an invite if you need one. Once you receive your invite, create your new Pinterest account using your current Facebook or Twitter account or by simply signing up. Now that you have your account set up, add the Pin It button found in the About section located in the top navigation bar to your bookmarks bar. This will allow you to pin anything from any page you visit online. Create your boards and start pinning.
How Can Pinterest be Used for SEO?
There are a few benefits that Pinterest can offer your SEO campaign. Use Pinterest as part of your linkbuilding strategy. Links from Pinterest are “followed,” which means they pass particularly strong value. Once you create a new pin, your feed is instant and readily available for your followers to see. Pinterest allows you to create a pin that will provide a hyperlinked image, description, and link to your website on two pages of the Pinterest website. One page being the actual pin page and the second page being the board created for the pins. Make your pins interesting to your followers. You want your followers to repin what you have posted for your campaign, creating a viral SEO campaign through Pinterest.
Analyzing Your Pinterest Results
Now that you know what Pinterest is and how to use it, let’s take a look at the results we have seen so far for our clients. On top of the great ease of use, viral potential, and demographic targeting possible with Pinterest, another great facet of the hot social media site is how measureable it is. If you follow our Pinterest best practices, you should begin to see Pinterest.com pop up in your referral traffic reports in Google Analytics. Within this referral traffic report you can see the exact engagement metrics for traffic gained from Pinterest.com, and thus far, we have found that Pinterest traffic metrics can vary widely. However, the constant across Pinterest referral metrics is a high percentage of new visits. Additionally, we are seeing month-to-month increases in traffic from Pinterest. This is an indication that the adoption rate of this new social media platform could be increasing rapidly.
Also, if you dive deeper into Analytics you can break down the data even further. For instance, you can see which specific pin led to the most referral traffic, which page this pin was linked to, the specific engagement metrics garnered from traffic through that pin, conversions from that pin, and more. In fact, most all of the power of Analytics is applicable to Pinterest referral traffic since all pins have their own unique URL. By monitoring which pins drive the most traffic, what type of content is most successful on Pinterest, and other key metrics, you can begin to form strategies around how to improve success on Pinterest.
Incorporating Pinterest into your social media and SEO strategy moving forward will only become more important as Pinterest gains users and market penetration. Pinterest has already become a household term and making sure your site is well optimized for this social media platform could lead to large impacts on your referral traffic, your conversions, and more. Happy pinning!
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