The success of any social media marketing plan lies within its strategy. The cold hard truth is this: if you don’t have a strategy in place you are unlikely to reach your goals.
Now, in the past, I have been guilty of this and so I don’t want to come across all preachy here. I think I was so excited by social media (and visual social media in particular) that I just went out and blasted my accounts!
It took me some time to realise that I needed to have a strategy in place in order to make sure I was producing the right content, being consistent and understanding what was working well and what was, perhaps, not hitting the spot.
Really, those three points encapsulate what your strategy should be all about and how having such a strategy in place for your Pinterest marketing will bring significant benefits to your business. So let’s take each in turn and drill down further…
The Right Content
The awesome thing about Pinterest is that it is as much a discovery engine as it is a social media platform. People come to Pinterest to search for things that they are interested in. As a result, they are extremely receptive to relevant, high quality content. All you need to do is provide it for them. Simple right?!
Creating the right content for your followers on Pinterest is the first step in your strategy. So, the big question is: what content should you pin? I know it can be tempting to pin content that you find interesting. However, what you should concentrate on is the content that your ideal client would find interesting.
You can do this by creating an in-depth profile of this ideal client. Who exactly are you trying to reach? Ask yourself questions about this, albeit imaginary, character. What job does he or she do? How old is he? What interests her? What challenges does he face? What does she do in her spare time? You can base your answers on a selection of your existing key clients or on who you would like to attract in the future.
Once you know more about your ideal clients, you will know what challenges them, interests them and entertains them and from there you will be able to produce and share content that will amuse, help and educate them.
You can use Pinterest and your other social media networks to help you research your ideal client. Pinterest is great at giving you the inside look at what your clients are interested in – just take a look at their pins and boards.
Meanwhile, you can use Facebook and Twitter to ask questions of your followers. Once you are open to feedback you can be truly strategic about your content.
It is so important to be consistent. However, consistency is not easy to achieve. We all have days when things happen that prevent us from posting that blog we meant to publish or pinning the infographic that we have planned. Sometimes this happens because you are super busy in your business – sometime you can just plain forget!
This is when a content schedule becomes invaluable. For me, something happens when I commit a schedule to paper – I just feel more in control and am less likely to forget to do things. Are you the same? If you don’t already have one, I would really recommend creating a schedule.
Your first step is to consider when to pin to Pinterest. There are many infographics out there that can help you to decide on the right timing. However, all you really need do is look at the client profile that you have created. When will your ideal client be on Pinterest? When will he or she have time to browse through pins? Once you figure this out, you can create a slot in your schedule for pinning content.
Don’t forget that you can pin both your own content at these times as well as relevant content created by others. As with other social media platforms, Pinterest users appreciate a pinner who can curate as well as create great quality content.
When you know what times during the day to pin content to Pinterest, you can work out when you are going to create this content. Pop this into your daily/weekly schedule too. This has two great advantages. First, it can help you to set content creation goals. By blocking out a chunk of time to devote to this task, you can see if you are being realistic. You will find it far easier to maintain a consistent pinning schedule if you are realistic with your available time.
The second advantage is that if you set aside a defined amount of time each day or week you can catch yourself before you lose vast amounts of time browsing around Pinterest itself. It is all too easy to spend hours on this highly addictive site if you don’t set yourself some time boundaries!
Test, test and test again
The final part of your Pinterest marketing strategy concerns testing. As much as you know your ideal client and as much as you pin consistently, you will never really know what works and what doesn’t on Pinterest. It is often a case of trial and error. Successful Pinterest marketers try new things and then look at how their pins have performed.
Pinterest provides analytics to show you how your pins have performed and you can also use third party analytics providers such as Tailwind or Piqora.
It is crucial that you do go back and check your progress. It can be so illuminating and allow you to tweak your content strategy so that you can do more of what works and move away from what isn’t working as well.
I would suggest that you go back to your content schedule and block out some time for you to focus on your analytics. It really is fascinating to check what pins have engaged your followers.
Well, that is it! I hope that you have found this helpful. The process has certainly helped me. If you have any comments, I would love to read them in the comments section below!
Thanks for reading!
Take care, Jane x