Many brands I talk to don’t really include Pinterest as part of their social media marketing strategy. Pinterest should not be overlooked. Here’s the cool thing about Pinterest, it works more like a search engine than a social network. When someone is looking for something they want, they search for it, then repin it and/or click through to view more right away.
Pinterest content can often times have higher conversion rates than other advertising platforms such as Facebook. When someone sees an ad or branded content on Facebook, you are interrupting their newsfeed of friends and family to show them something they may or may not be interested in. On Pinterest, when someone sees your content, it’s more in line with what they are wanting to find. This means, when someone clicks through on your Pinterest content, they are likely more interested and more likely to convert.
Of course, to get this Pinterest traffic, your content needs to get found. Here are some best practices to keep in mind when drafting the copy so that you get the most performance out of them:
- Write long descriptions with a minimum of 300 characters and up to 500
- Include as many keywords as possible that people would use when searching for your type of business, write the description copy as if you were writing it for a Kindergartener
- Within the first 72 characters – make the copy compelling and clear as to what they are clicking on. The first 72 characters appear on mobile before having to click on the pin to read the full description.
- Add a call to action: Please Repin / Check-out Blog Post for Details / etc
- While some people say it’s great to put hashtags in the description to get some extra keywords in there, Pinterest doesn’t recommend it. So skip it. Put thought into writing a great Pin description.
BONUS: For added chances of being found, your main keyword should be both in the URL your pin links back to AND the file name of the asset being pinned. This doesn’t have to do with the description copy – but still important and wanted to share. 🙂
This screenshot is over a three month period showing traffic from Pinterest pins that I created and pinned six months prior. Made it once, pinned it, and the traffic steadily flowed after a while. Also, check out that bounce rate. 1% ?!?!? Talk about QUALITY traffic.
If you consistently do this for all of your content you create when pinning to Pinterest, after a few months, you will notice a consistent flood of traffic coming to your website. Unlike other social networks where content posted is a fleeting moment, Pinterest content continues to live on and be seen. I have pins from 3-5 years ago that consistently drive traffic every single month. Don’t get defeated checking your analytics daily, just do this for a few months and let the results come to you.