Pinterest is one of the fastest-growing content sharing sites on the web today. These days, thousands of people are using it to find various things online—from purses, recipes, and hotels to memes and quotations. In the United States, even the police use Pinterest to reconnect missing items to their owners. This is one of the many reasons why there are a growing number of brands and businesses that use Pinterest to reach out to their customers.
But just like any marketing strategy, there are crucial mistakes you should avoid if you want to successfully incorporate Pinterest in your overall digital marketing strategy. Discussed below are some of them.
Not using the ‘Pin It’ button
The ‘Pin It’ button exists for a reason. It makes it easier for your customers to re-pin images on your site to their own Pinterest boards, whether they are using their computer or mobile devices. It you don’t place this strategically on your web pages and blog, you’re missing out on the opportunity to encourage more people to spread and share your content.
Using an unverified account
Unverified accounts on Pinterest have no access to two very important things: customer’s trust and Pinterest’s free analytics report. In an article on OhSoPinteresting.com, Cynthia Sanchez stressed out the importance of verifying your account for business owners. According to her, linking your Pinterest account to a verified URL gives you a sense of credibility and could be the “tipping point” for a potential customer. In addition, it gives you access to the Pinterest’s free analytics, which lets you know which of your content pieces is working or not.
Verifying an account is quite simple. You can check out Pinterest’s Help Centre and follow their instructions.
Not keeping track of your analytics
Speaking of analytics, one of the biggest mistakes you could make when running a Pinterest campaign is not keeping track of your analytics. Just like monitoring the performance of your main site, it is also important to be aware of how much traffic Pinterest is generating for your website. According to Albert Costill of Search Engine Journal, setting aside a time every week or fortnight to review your analytics will help you determine how effective and efficient your Pinterest marketing strategies are. In addition, it gives you a glimpse into the behaviour of your audience, who are they and what they are looking for.
Having irrelevant boards
Both Costill and Sanchez agree that posting irrelevant content on your Pinterest board won’t get you anywhere. If anything, it can do more harm than good to your business. Therefore, make sure to post relevant content so your audience will easily know what your business is offering.
Having an incomplete or vague profile
Just like with all of your social media accounts, it is important to set up a complete profile on Pinterest because it is what potential customers look at to obtain more information about your business. Therefore, ensure that your profile has been set up with the correct information and designed properly so people can easily find you. Use the right keywords and phrases that are relevant to your niche or industry. Costill also recommends doing this for every board and pin you post to improve their online visibility.
Being a wallflower
Pinterest is still a social media site. Therefore, it is very important to socialise with other Pinterest users, particularly your followers. You need to get your business out more and engaging people is one of the best ways to do it. Costill said re-pinning or liking a local or relevant product from another company might even get you a re-pin or like for your account.