Pinterest is an excellent tool for e-commerce owners and online business owners who want to learn about their products and services. Pinterest users search for solutions to their problems and fulfill their desires, making it the perfect place to advertise everything from recipes to accessories.
However, Pinterest requires a certain amount of dedication and expectations. So if you are a potential brand looking to expand your network to Pinterest, you need to know the pitfalls to avoid:
You won’t succeed on Pinterest if…
You have bad taste.
The pin design is the most important part of getting Pinterest working properly. Not only do you need the correct pin size, which constantly changing, but you should also have pins with great graphic design or photography and clear, easy-to-read text written in a way that arouses curiosity. Most people who will come across your Pins will not follow you directly but instead will find you in search results or in their home feeds, so grab their attention with engaging visuals.
You don’t know how SEO or keyword strategy works.
Many people don’t know how to do SEO, or search engine optimization, at all, even to improve Google. However, to thrive on Pinterest, you will need basic knowledge about how people search for things and how to optimize your content to be discovered by users. You can achieve this either on your own or by seeking help from SEO services. When choosing an SEO service provider, choose carefully. If you want your online business to be successful, you will have to rank highly in these search results and work with a cheap Adelaide SEO company.
Pinterest has its own SEO rules. While Google tells you that this keyword has this or that search volume for your brand’s popular search terms, Pinterest will show you only secondary search words in the indicative search bar. These are the long-tail keywords that are popular in searches. The directed search bar is a good keyword optimization resource that you must understand and utilize to thrive on Pinterest.
You will need to improve your profile, board titles, descriptions, and most importantly, pin descriptions. Pinterest now has a hashtag feature, so you can include up to 20 hashtags relevant to your content that will get users who click on that hashtag in contact with your brand pins.
You don’t have the time or the resources.
It takes Pinterest to work.
The payoff can be massive – I have many clients whose Pinterest will become their #1 social media platform to attract new traffic and leads. However, your brand has to put in the effort. You or someone on your team needs to take the time to design effective Pins, research the keywords you want to use, and craft content that will bring people to your website and convert them.
You can’t just post once and call it daily – you have to know what you’re doing and have Pinterest marketing experience, either in-house or outsourced.
You are not active enough.
To succeed on Pinterest, you need to be persistent. So after crafting engaging content and keyword optimization, you should install every day, even if it’s just a few times a day. You have to install constantly so that Pinterest knows that you are recognized as a contributor of high-value content to its ecosystem. This way, Pinterest will show more of your Pins and increase your impressions. This is how you will start getting your Pins out there and being seen by customers who are looking for the products and services you offer.
You think Pinterest works like other platforms.
If you take your Facebook strategy or your Instagram strategy and try to apply it directly to Pinterest, you won’t leave your mark.
On Pinterest, what you post doesn’t just get some initial attention and then disappears. It can take a long time for your content to circulate heavily on Pinterest, so you need to have either evergreen content or one that doesn’t quickly become irrelevant. You should keep in mind and plan for seasonality, with the installation in advance of everything related to the content. You should share content based on holidays or certain seasonal trends with enough anticipation to give Pinterest enough time to view and trade it.
The good news for brands using Pinterest is that while Facebook and Instagram want you to pay for ads to promote your account, it’s easier for you to generate organic traffic on Pinterest, especially if you implement the right strategies.
You don’t understand the Pinterest algorithm.
When the new Smartfeed appeared, Pinterest published a technical article explaining how the Pinterest algorithm works and how the program decides what content to display. You want to fully understand this if you want to distribute your content on Pinterest.
If something isn’t working for you on Pinterest, don’t blame it on algorithm changes. Oftentimes, people assume that there is a change in the algorithm because the strategy they were using stops working for them, or one of their viral pins stops being so popular and their traffic goes down.
The algorithm works like a feedback loop where the more content you post is clicked on and interacted with, the more Pins are shown to new users. The initial reaction from your audience tells Pinterest to show more Pins. Pins can be slow to gain traction at first, but when they are captured, you will experience the snowball effect and get more and more views and engagements in the future.
Just remember: patience is key. Don’t blame the Pinterest algorithm or assume that your account has been flagged as spam when your Pins are slow to gain traction. Don’t give up – keep installing engaging content consistently, and you’ll be successful in driving your target audience directly to your website.