Using social media to market your business is so effective today and fast growing businesses are using it to its full advantage. The rollout of Pinterest promoted pins for more business owners has just made advertising a whole lot more fun and interesting!
For those of you who might have heard about the new Pinterest promoted pins for marketing your business and thought “oh no, not another complicated advertising platform to learn”, I have some good news for you. It’s not nearly as complicated as it sounds! If you’ve tried using Facebook Ads you’ll be excited to see how simple the Pinterest platform is.
Here is the skinny…
1) Set up a Pinterest for Business account
The very first step is to set up a Pinterest business account and to have your username as your business name. You will be asked to verify your website and to enable the Rich pins feature. While you are doing this, you may want to check that your website has the Pinterest widget – if not, add it! This will enable you to pin images and photos to Pinterest directly from your website. If you have a personal Pinterest account, it’s possible to convert it into a business account.
2) Know your target audience
Before you even think of promoting your pins, know who your target audience is. A nifty characteristic of Pinterest’s promoted pins feature is that they allow you to select your promoted pin’s target location, demographic and device (ie. tablet, phone, laptop, etc). So, think about on this beforehand and be sure you know your target audience well (this is critical for any advertising you do).
3) Get ready to pay
Similar to Google Adwords, Pinterest’s promoted pin feature operates on a cost per click (CPC) basis and a campaign has a specified daily budget and duration. You only pay when someone clicks through your pin to your website.When you’re ready to pay for your promoted pin, select the pin you wish to promote and then hover your mouse over it until you see “promote”. Select “promote” and you will automatically be taken to another screen to set up your ad campaign.
Keep in mind that promoted pins only show up when someone is searching on Pinterest (not on personal feeds). You will be asked to enter a few keywords to help your promoted pin appear in the most suitable Pinterest search results, so think carefully about which keywords are best to enter for your product or service.
The very cool thing is that if someone sees your promoted pin “ad” and repins it, it becomes a normal pin on their board and lives on, and you don’t have to pay for any further clicks. This means your actual cost per click can be much lower if your pin gets re-pinned. Keep this in mind when you’re choosing what pins to promote. If you have some pins that have been re-pinned and shared a lot, you may want to test promoting them (or a similar pin).
4) Get tactical
Once your promoted pin is live, you can then track its progress – promoted pins have built-in tracking functionality, which is really top-notch.
Another aspect to look at analytically is the past performance of your other pins. If you have noticed that certain pins have done very well, consider promoting these, too, as promoting them may help them grow beyond the reach of current followers.
5) Follow the rules
To avoid getting blocked by Pinterest, always ensure that you play by the rules. Pinterest does not allow any promotional material or information, calls to action, service claims, price listings or deceptive content. Also, always strive to keep the material in your pins as accurate as possible.
6) Get creative
Sometimes, coming up with mouthwatering pins can be difficult and time-consuming. However, everyone loves a freebie so if you’re a bit short on ideas, consider enticing your audience with a freebie pin (related to your product or service) linking to your website, such as a cheat sheet, mini courses, 15-30 day challenge, templates, a checklist, a resource guide a video tutorial, discounts, coupons, samples and any other enticing thing you can think of. Again, as long as you play by Pinterest’s rules, you should be fine.
Using Pinterest promoted pins to generate leads for your business is a great investment. Simply follow the above steps and you will be on your way in no time!
Free Training on Promoted Pins – July 10th!
Andrea Korin of Brightpreneur.com, an online marketing and Pinterest expert, will be a guest on my Spark Your Profits free training program (weekly marketing lessons for small businesses) on July 10th. Her program will explain exactly how promoted pins work and walk you step by step through the exact process to set up promoted pins. Andrea shares a lot more juicy tips on how to use Promoted Pins, so don’t miss it! To register for the program, just click here.