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Don’t Make These Mistakes In Pinterest Marketing

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Social Media is a great way to connect with everyone. However, each platform differs from the other in a slightly different way. Pinterest is somewhat different than Facebook and Twitter. Not everyone is on Pinterest but those who have chosen to be on Pinterest are for a very specific reason. Pinterest is totally brand centric. On Facebook and Twitter follower base helps to determine the clout of a social media account but that is not the case with Pinterest. Marketers often try to frame similar marketing strategy for Pinterest as that of other social media platforms and land themselves in trouble.

Mistakes Marketers Make on Pinterest are as follows:

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  • Avoid Pinterest: Many marketers avoid Pinterest thinking it works for only B2C companies. However, Pinterest is also immensely successful for B2B companies.
  • Not Filling the complete Bio: Some companies who do not understand Pinterest are not serious about their presence on this platform. To just try out this platform they open an account and experiment with it. They even forget to fill in their complete profile details. “About” area in the profile has 200 search engine optimizable characters and keywords which can help users understand the type of content they can expect from you. Keywords in your profile can also help pinners to decide whether to follow you or not.
  • Business Page: Facebook started out for personal users and then incorporated brand pages. But Pinterest is totally brand centric. Some companies who are still using personal pages and not brand pages are missing out on analytics, promoted pins and ways to align Pinterest with their website marketing strategy.
  • Incomplete Boards: Some marketers don’t understand Pinterest. They just dabble on this platform, post one or two pins and don’t login regularly. This leaves a very bad impression on the pinners. You need to have at least 5 pins on the board to cover the preview area on the board. Sometimes marketers don’t have enough content to pin it on the boards. In such a scenario marketers can create a secret board, keep pinning on it and when you have enough pins you can publish it one by one.
  • Optimizing Pins: You should always have proper headlines and well-captioned image for Pins. Research have shown that pins having 100-200 characters in the description with proper keywords and links to website have 30% more chance of engaging with pinners than other pins.
  • Determining Best Time to Pin: Marketers are so habituated with Facebook and Twitter that they try to find out best timing to pin content. However what they don’t realize is that Pinterest is different as in content appears in newsfeed based on the high quality of pins and related content. Timing does not play any role in getting views for the content. Study done by Piquora revealed that 40% of the clicks happen on the first day, 70% in the first two days and remaining 30% happens within a month. Many researchers have revealed that their top performing pins have been around for a year. Thus pins enjoy a longer life as compared to tweets.
  • Mix of Original and Shared Content: Many marketers concentrate only on creating their original content for the boards whereas ideally they should have a mix of original content and shared content. They can create separate boards to sort their content e.g blogs, company news, industry news, latest trends etc. This helps to make the whole experience enjoyable for their pinners.
  • Followers : It is not an important metric on Pinterest. Pins don’t appear in the newsfeed the way tweets do. This is because of the Pinterest algorithm which takes into account users search history and his interest.  Pins appear in the newsfeed based on its high quality and related content. Sometimes people discover pins through searches they do on Pinterest.
  • Shortening of Links: In other social networking sites short URLs is a must due to character limitation while posting content whereas on Pinterest is not really a norm. In fact , Pinterest dislikes short URLs. You may even get a “suspicious link warning” for using short URLs. Anyways Pinterest never displays full URLs for individual pins. So just use your normal length URL as a pin source. It is better rather than being blocked by Pinterest from clicking short URLs.
  • Tracking Codes: Enter UTM tracking code in the source link to find out if Pinterest is sending traffic to the website. Analytics will help discover the type of pins which are clicked by users. This data will help to derive content creation strategy for Pinterest users. UTM tracking code will also help to access the performance of the pins and the overall social media Pinterest account.

Thus, marketers can avoid these mistakes while framing their Pinterest strategy to make the social media account experience fruitful for its followers.

Image Credits: Pinterest.com

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