In December, I spoke with my local entrepreneur group of creatives and makers, The Maker City, here in Knoxville. I shared with them the power of Pinterest for creatives and handmade sellers. There were so many talented makers that attended online. The Pinterest for Makers meeting was truly an honor for me to present my passion of Pinterest and show them how powerful a marketing platform it is.
Pinterest has over 400+ billion active users and they are on Pinterest to discover, plan, and purchase their next product. As a product based business in order to get your products seen and saved you have to understand how Pinterest works.
I spoke about the Pinterest marketing basics, which I call my 3 Pillars of Pinterest:
Keywords– search terms pinners use to find new ideas and products
Images – clear and click-worthy, drawing the pinner into learn more
Consistency – you want to look like you are always on Pinterest
Pro Tip: It is better to be consistent with a few pins at a time, than inconsistent with a ton of pins at one time
After the presentation, we had a great Q & A session. I think most were just taking in all the information, but we had some great questions that I want to go into a bit more detail.
This is a great question. You don’t want to spend your time marketing on a platform if your ideal client is not there. The best way to see if your customer is on Pinterest, search with a keyword your customer would be looking for. With Pinterest we have to think like our customer, not what we feel they would like, but what they need to solve their problem.
For example, I believe this maker was an artist, so searching for the type of art they make would be where I would start.
If you are doing a search with these types of keywords, and search feed comes up with a shop tab at the top of the page. Your customer is looking for these items already. They are on Pinterest!
I do work with a few photographers and traffic does amazingly well with their session photos. Absolutely there is a place for physical products as well. For example, Wedding albums. If you want to sell your albums through the traffic you get from Pinterest, there is a place on Pinterest for those. (I have done the keyword search)
But a better tip would be to talk about the albums in a blog post. “How to choose a wedding album, What questions to ask your photographer when designing a wedding album,Must have photos for your wedding album.” Anytime you can write content about a product to showcase that product, that is a win win in Pinterest land.
Remember pinners are coming to Pinterest to research and discover and if your product will solve their problem/need/question. “How to” pins convert better than just a product pin. I suggest doing a bit of both, this increases the chances of them clicking your pin, saving for later, or once the land on your site, buying now.
I believe the question was pointed more towards the “business hub” page. It is the page that you land on when you log in to Pinterest. What does that page even show you? The business hub is a generalized hub for your business account for your latest pins and top pins in the last 30 days, but it will not really show you what is going on.
So, what numbers are really important?
The monthly views number that you see on your account profile page is just a vanity metric. It will ebb and flow. The views number is dependent on how many pinners have scrolled past or seen your pins in their grid.
Analytics are found in the menu bar and you will want to choose overview.
Then you can start to dig in to what metrics really matter, clicks and saves.
Outbound Clicks are number of clicks to the destination URL associated with your Pin. Pin Clicks are the total number of clicks on your Pin to content on or off of Pinterest, formally known as a Close Up. Saves are pins that users have pinned to a board of their own, to maybe come back and revisit. Saves are also pins that will show in the savers feed for their viewers to see, save or click as well. Saves are good! This tells Pinterest people like your pin enough to engage with it and increases your reach to other pinners.
I can go into great detail with analytics, but Outbound Clicks and Saves are the top two numbers I look at for my clients. But even better is if you are connected to Google Analytics, that will give you the true definition of traffic. You can also see what pages those pinners are landing on, and how long they stay on your site. The longer they wander and discover, the better it is for SEO and Google search as well.
I have a fancy-dancy Pinterest Dashboard I use to see how many users are coming into a client’s site, how many sessions are coming from Pinterest, the top 10 pages, and also Tailwind Communities. I explain these in the Presentation a bit and you can read more about Tailwind Communities on the blog as well.
If you would like to use the Bloom Pinterest Dashboard to add to your GA, you can sign up for it below. Make sure to download the instructions and where you will find it on your Google Analytics page.
Those were some really legit Pinterest questions. Are you just getting started with Pinterest? Or do you use it for your personal use and want to convert to a business account (which is highly recommended for makers)? Check out the Presentation – Pinterest for Makers
I really enjoyed this meeting with The Maker City, you can learn more about them at TheMakerCity.org
If you have Pinterest questions for me, you can contact me at firstname.lastname@example.org