Video: How To Use Pinterest For Business & Marketing in 2018
In this video we cover all the latest and best Pinterest business ideas. We focus on fashion brands — but the ideas are relevant for other industries — it’s a must watch for brands looking to master Pinterest in 2018!
About this Pinterest Training Video
We discussed all the latest trends and tips that brands will affect the Pinterest Marketing efforts of brands in 2018.
This video was first shown in my Facebook Group — Fashion Brand Builders
How to use Pinterest for Marketing
In this video we explain how businesses can use Pinterest for marketing.
Here’s the running order for the video:
1. welcome & introduction
I introduce myself – Andrew Bull of Bright Arts Agency and Pinterest expert, Louise Cottrell of Pincoach.com
2. Why should fashion brandS be using Pinterest?
We discuss the primary reason that brands should be using Pinterest. Hint — it’s a great place to be discovered!
3. How important is Pinterest in the Marketing Landscape?
Is Pinterest really that important? Should your brand be promoting on Pinterest or Instagram or both platfroms?
4. Can we drive sales from Pinterest?
Show me the money! Is it possible for your business to drive actual sales from Pinterest — hear Louise’s answer — learn about Pinterest about buyer intent.
5. How do we make sure our Pins get found on Pinterest?
Louise explains exactly what your brand needs to do, to get found on the platform. We discuss the use of keywords, tags and more.
6. What show Fashion Brands be pinning?
It’s all about the content — but you can’t keep on pinning the same old thing. Louise give us some fresh ideas for your Pinterest boards.
7. How often should we be pinning?
Can you Pin too little? Or too much? What does the perfect pinning schedule look like? How far in advance should we be scheduling Pins?
8. Should we be repinning posts? Is this pin ettiquette?
Repinning is another tricky subject. How often can we recycle the same old pins without cheesing off our audience and the Pinterest algorithm.
9. cool tools for scheduling posts
10. tracking and Judging the performance of our pins
How do we judge the success of your Pinterest marketing efforts? By tracking and measuring our performances — Louise shares her opinion.
11. Using pinterest as a market research tool
Can Pinterest be an effect tool for undertaking market research? We wrap things up by discussing how the platform can help brands decide what to make for their next collection.
12. group Questions and goodbyes
Transcript of Pinterest Training Video
Andrew: Hello, and welcome to this week’s episode. My name’s Andrew Bull, and I’ll be your host as we discuss, “Pinterest Marketing for Fashion Brands.” This episode first went out live in my Facebook group, Fashion Brand Builders. You’re very welcome to come and join us. This week I’m going to be joined by a Pinterest expert, Louise, from pincoach.com. Please stay tuned if you wanna make sure you’re using Pinterest in the best way possible for your fashion brand. Hi, everyone and welcome to this week’s episode. I’m very pleased to be joined by a Pinterest expert, Louise, from pincoach.com. Hi, Louise.
Louise: Hi, thanks for having me.
Andrew: You’re very welcome.
Louise: Great to be here.
Andrew: Yeah, we’re loving having you join us today and share your expertise with us. So I’m really interested in Pinterest and how it can help fashion brands, and especially early-stage fashion brands. Why do you think fashion brand owners should be using Pinterest?
Louise: Well, fashion is actually one of the most popular niches on the platform. So, a lot of people are looking for seasonal trends, fashion, inspiration, and ideas. And they’re also using it as a shopping platform. So they’re using it to search for ideas and new looks. But then they’re also ending up discovering things that they wanna buy. So it’s not only great for driving traffic to websites in fashion and in many other niches, but it’s also becoming, sort of, a…it’s a search and discovery tool. But it’s also becoming more of a shopping tool as well.
Andrew: Gotcha. Okay, so it’s a way to discover things that we wanna buy, but actually, if I directly need something, I might go there as well. So how important do you think Pinterest is in the whole landscape for fashion brands?
Louise: Well, I mean, overall, in terms of, you know, platforms for internet marketing, and for driving traffic, Pinterest is more of a search engine rather than a social media site. And it’s actually the third most popular search engine after Google and YouTube. And, you know, compared to the other social media platforms, it’s maybe if there’s a longer buying cycle than, for example, Facebook ads. But at the same time, in my experience, can be your number one source of traffic if you are using it in the right way and implementing a marketing strategy there. So it can be really big impact on your business.
Andrew: Okay, fantastic. So it’s really for fashion brands, there’s a big reason to wanna be there. And especially, I suppose, for early-stage fashion brands because, you know, where would you put in terms of, if I’m an early-stage fashion brand, how helpful is Pinterest compared to Instagram?
Louise: So Instagram is more, you know, you need to have people following your account to be able to see what you’re sharing there unless you’re paying for ads. Whereas on Pinterest, you don’t need to pay for ads, you can get a lot of organic traffic just from sharing your content there. So people can discover your Pins, which are essentially links to your site, you know, and they can discover your content and discover your site without needing to follow you first. They just say that they’re interested in fashion and that they’re interested in a certain topic, or they might use the search tool and then do something in the search bar than ends up getting shown your content. So it’s really good for, not so much for saying, you know, follow our brand and click on everything we share, but really, for people who have no idea what your brand is, who have never come across it, who might discover something that they like and end up on your website learning about your brand, signing up through email list, and maybe buying things from your premier online store.
Andrew: So in many ways, then, for an early-stage fashion brand, it could be more productive for you to be putting your energy because, you know, the reality is we’re all spread too thin, and we’re all trying to be in too many places and doing too many things, you really need to choose where you’re gonna put your time. So actually, as an early stage fashion brand, then Pinterest is a bit more open as just like you said, discovery platform than Instagram, where people are more locked-in to browse that they already know and it’s harder to be found. So that’s really interesting to me that Pinterest should really be considered by new brands.
Louise: Well, another point that I wanted to make along those lines is that on Instagram and Facebook and Twitter, most other social platforms, once you share something, it’s there for the day and then it goes away. Or even if you’re, you know, paying to boost your ads or whatever it is, they’re so short-lived. Whereas on Pinterest, the more you share and you can even repeat share the same content after, you know, a little bit of time has passed that content stays in the Pinterest ecosystem, and continues to circulate and get seen by people for much longer periods of time than on the other platform. So that’s why it’s an advantage as well because of the longevity of content that you share there. Andrew: And can we drive sales from Pinterest then? And I know you just mentioned a minute ago that actually that people coming more to Pinterest now actually, not just to discover, but to purchase. Is that something that worked, you know, people are seeing a lot of traction with that?
Louise: Yeah, so there is something called Buyable Pins, which is a free service if you have your online store on the Shopify platform, where basically it integrates with Shopify and they don’t charge extra for the service. But if you have a Shopify store, you can sell, you know, as long as you’re linking to a product listing, that item can be purchased and sold directly on Pinterest without the user needing to navigate to your site. So not only is there shopping on the platform…But what I always recommend, what I tell people is that it’s a great way to get people into your sales funnel because they discover something they like, they might come to your website to check it out, and if you can capture their email address or get them signed up for a newsletter or somehow, you know, get their contact information, then you can continue to market to them via email and other means of re-targeting. So it’s not just, you know, “Come here and buy my products once.” It’s sort of, like, a great entryway to build a relationship with your customers.
Andrew: And yeah, that’s interesting because also, I suppose with the recent European privacy laws coming in, capturing people’s details is gonna get a bit harder now on our websites. In the short term, for some people while we figure out some of that, how we can do it the right way. So I think, actually getting people engaged on a platform like Pinterest and where they start to follow you could be a way to overcome some of those issues.
Louise: Yeah. And, you know, even if they don’t sign up as a follow-up, if they engage with your content, they’re gonna end up seeing more of it. So Pinterest doesn’t require that, you know, people are, you know, a follower of your brand or your account to, sort of, get them exposed to your content if they have reacted well to it. And Pinterest sees that they’re liking it through saving your Pins, through clicking through to your website. So it’s helpful in that regard as well.
Andrew: That’s great because that’s very unlike Instagram, which, like, they’re really not very helpful like that now. It’s very much harder for you to get your content in front of people unless they really specifically say they wanna see it. So how do we make sure our Pins get found on Pinterest?
Louise: So there’s a few, sort of, best practices. And this is a very general overview because, obviously, it gets more into the nitty-gritty, more detailed, and minute points. But basically, a few things about it is you wanna be using tall images of your products, of your products in their natural setting in these lifestyle images, on models, whatever it is. If it’s accessories or clothes, maybe you’ve got, you know, great photography for models. Or if it’s like, you know, it could be home decor, it could be anything, if it’s in its natural setting those tend to do really well. You wanna put text overlay on the graphic so you can use a tool like Canva.
And that’s basically to make it very clear what the image links to because like I mentioned, the Pins are actually bookmarks, they’re back links, and you want to not just share your images and have them go to nowhere, you want to be linking them to the site, to the page on your site to bring people who are interested in maybe that product. Or if you wrote a piece of content about something relevant to your audience so that they can come. And then it just basically makes it so that whoever scrolling through the feed and might come across a Pin that you shared can recognize what it’s about and can go to your site knowing, sort of, what they’re in for. Then you’ve got hidden descriptions, which are a place where you can, sort of, explain in more detail what the call or what the product is about.
And you can, you know, integrate keyword strategy and, like, write a clever piece of copy saying what keywords are for whoever might be searching, keeping in mind, like, how people are discovering what exactly is you’re selling, like what words they’re using in search. And then just to share consistently and to share high-quality images with keyword optimized Pin descriptions, and make sure you’re sharing your content on a very frequent basis. And to boards that you’ve created, you’ve, sort of, set up your profile with boards that have themes and that have also their own keywords so that it’s all matching. And Pinterest knows what content you’re pinning and how to get it to people who are interested in those topics basically, whatever is your niche.
Andrew: And in terms of doing keyword research for Pinterest, because obviously, that’s a big part of it. Is there a keyword tool that we can use as part of Pinterest, or do we have to jump over to Keyword Planner by Google?
Louise: Yeah, I would stick with Google as Pinterest doesn’t give search volume. They don’t say and don’t give any indication as to what is the best phrase for you. What they will do is if you search a short tail keyword, they will give sort of the long tail word. So if you search, you know, black jacket, they might show you a list of keywords along the top of the screen in the search results that say, black jacket leather, black jacket spring. And then, you know, sort of, the long tail keyword that people are searching for. But there isn’t an indication about, you know, the best phrase to use. So I would use Google more for that because there tends to be parallels. But Pinterest, if you do a lot of searching and checking out already what’s popular and how the Pins that are showing up in your own search results are the ones that are getting a lot of traction because that’s why you’re seeing those ones. So you can get a lot of insight into by searching your competition, by searching for related topics, as well, related to what you’re selling.
Andrew: And that’s, sort of, interesting. So, I guess, the related searches works a little bit like the way the related searches work on Google. So I can understand how that could be a really powerful tool. What should fashion brands be pinning? In general, you know, what kind stuff should they just be pinning — just their products? Or should they be pinning stuff around their products as well?
Louise: So I always tell people that if you really want to do well on Pinterest, you need to be doing content marketing. And when I say content marketing, I mean written blog posts that you publish on your website. And those don’t have to be super long, you know, very involved, list post work great. And anything the number in the title, like, “Five looks for spring.” And you know, you can just make an article that links to five of your own products, anything that is, sort of, helpful in terms of being informative, and being, sort of, intriguing to draw in people who are interested in that information.
And then you can sell to them on the backend, you know, it can lead into purchase. And you can really keep in mind, sort of, what content is going to have a direct tie-in to the product that I’m selling. So that it makes sense when somebody comes to your website, they’re not just reading about some unrelated topic that might be of interest to your customer avatar. But they’re actually somebody who’s interested and getting information to solve a problem that they have, like not knowing what to wear for the upcoming season or not knowing, sort of, what’s trending. So I always say, to create content and to also make these tall Pin graphics to promote that content as well, not just sharing your products.
Andrew: Yeah. Okay. I think there’s a lot to be said from not saying, “Me, me, me,” and about actual creating stuff that’s valuable for people and adding that value into people’s experiences of the internet, rather than just using it as a sales catalog. There’s a lot to be said for that. So how often should we be pinning Louise?
Louise: So I always tell my clients, my package is start at 10 Pins a day, which would seem like a lot for some people. But I think that it’s not so much about the amount that you Pin, but really the consistency. So it depends, you know, if you have enough content, if you have enough tall images, blog posts, video archives, whatever it is, to Pin 10 a day. I’d say that’s a pretty good place to start. We go up to 25, but that’s, sort of…it depends on your niche, it depends on how long your website’s been around, how many assets you have to share. So I would start in this, sort of, 5 to 10 range if that’s possible. But even if not, really, the importance is on the consistency and just making sure you’re pinning every day.
Andrew: So this is a real Pin discipline. I’m trying to think of a really good pun there. I can’t come up with one. Should we be re-pinning posts? Is that bad etiquette to do that?
Louise: No, definitely not. It’s great to re-share and to put back into the Pinterest ecosystem, things that have already been proven to do well. So, you’ve really got to take a look at your analytics and your results after maybe four to eight weeks, somewhere in that timeline, and see what has been getting the most traction and really share that. Because Pinterest algorithm, it doesn’t show Pins right away. It can take some time depending on many different factors. The algorithm is, sort of, a mystery, but, you know, as a just strategist, I’m constantly trying to figure out and get ideas on how it might actually be working. But yeah, it’s totally fine to re-share posts. And just keeping in mind, the seasonality of Pinterest and the searches change based on, you know, the time of year, holidays, certain events coming up throughout the year. And that you need to because it can take so long for your content to get seen from the first time you share it, you need to keep in mind that you need to be putting well in advance if there’s something that’s time-sensitive, like a holiday or an event say, four to six weeks out, is a good rule of thumb.
Andrew: So if I want my swimwear to be selling loads in June, I need to have really been pinning a lot six weeks earlier. Is that right?
Louise: At least. Probably early April like it’s a good time since that’s when spring is coming in, people are, sort of, travel to warmer places, and look into that.
Andrew: Okay. So, yeah, some advanced planning is required. Don’t just start pinning, and then wondering why no one’s buying your stuff immediately. That’s interesting.
Louise: Yeah, it can month or two to get shown. So it could be over by then.
Andrew: Wow, that’s interesting. So does that mean there’s, like, some kind of back, like, you know, there’s a pool of Pins that just waiting by the Pinterest has got to get freed before yours gets shown. Is that how it works, then?
Louise: No. It’s more based on how you keyword optimize the Pin description, the popularity of the search term, how well your account is doing. Like, the more you grow your account, then the more consistent when you Pin and the more traction you get. It’s a feedback loop and you’re gonna get more and more exposure, and more impressions on your Pins organically in that sense. So there’s a lot of different factors that apply. So what I do recommend is to get started so that you can build that up.
Andrew: Are there any cool tools that we can use for scheduling?
Louise: Yes, I only recommend a Tailwind scheduler. I think that is the best one for this purpose, which is exclusively for Pinterest scheduling. Actually, they also have Instagram scheduling now, but I don’t do any Instagram marketing. So they have a fantastic Pinterest scheduling tool that is efficient and API partner with Pinterest. It is completely in line with Pinterest Terms of Service and Pinterest has said themselves that scheduling your Pins through there is exactly the same as pinning directly onto the platform. There is no difference, so you’re not going to get dinged for using it. And it really helps to, like I said, if you’re planning to Pin 5 to 10 times a day minimum, to make it so that you can sit down and get all your content scheduled out, however far in advance, you want two weeks, four weeks, however, you wanna do it. And there’s also some great analytics tools and it’s really easy to analyze your results through that platform. So that’s the one that I always tell people.
Andrew: Okay, well, that brings us on to my next point, which is how should we be judging and tracking the performance of our Pins?
Louise: You need to be patient and give it a lot of time, at least four weeks to see if what has, sort of, hit the nail with your audience. So a lot of people say, after a week, “Oh, my, nothing got any refunds.” And, you know, it could be that it just hasn’t gotten shown enough. So give it some time. It starts with impressions, impressions then convert clicks just when they show you’re going to get seen by people. Those then lead to engagement, such as saving when users might save your Pin to their boards to come back to look at later or, you know, once they save it to their boards, then it might get hooked up by their followers or people who see their content. And then, of course, the click-through are the most important metric and that’s people who are actually clicking through to your website. And for that, I would trust Google Analytics the most, if that is the most accurate as in my experience. And you can do your, sort of, analysis by filtering just by Pinterest-driven traffic and to see which designs are working the best, which content is resonating, or which products are doing well. And then, that can inform your future content marketing decisions in terms of what you’re creating. And also, you know, what you want to be re-pinning and what’s doing best with your audience there.
Andrew: Can we use Pinterest for market research? We use it to find out what’s hot and what we should be making next.
Louise: So I think that it can be a useful tool for that if you have an account where you have been searching for, sort of, topics in your niche. So if you follow the topics of fashion and the various subtopics around that niche, then they will be showing you what’s trending and what’s hot. A tip that I would say though, is follow Pinterest-owned marketing blog on their website because they often publish fashion reports and trend reports showing certain trends having seeing massive growth in, you know, the reason time period. And they give you some concrete statistics and percentage of growth in different topics. So not only should you be using the platform to see what is circulating there, but that can be more specific to your search patterns. And I would depend more on the actual reports that Pinterest is publishing, which they do often. But once a season, we’ll do a fashion report on specifically about that niche and the subtopics within that niche.
Andrew: And one of the question, which I haven’t actually put to you before. So I read about is like Pinterest shared Pinterest boards that people can use around topics. Is that a good thing to do for fashion brands as well to get involved in shared boards?
Louise: So I think you’re talking about group boards?
Andrew: Yeah, that’s right.
Louise: Yeah. So, group boards can be a good way to, sort of, expand your reach because whoever owns the group board, whoever started it by first inviting other people to collaborate on it, you get exposure to their audience. Now the problem is, if they don’t have large audience, then you are sharing to maybe a place where not a lot of people are seeing the Pins because their account maybe doesn’t have such good standing. And then when you share more place to boards into places that you don’t get a lot of exposure that can hurt your account standing. So that’s why I love the Tailwind scheduling tool because you can actually check the score first, you can check the…it’s called the virality score and that is the average amount of re-pins per Pin on the certain board. So in case you do see those invitations in your Pinterest inbox and you join somebody’s board or, you know, you’re collaborating with other people in your niche whether that’s through, you know, you can find people through Facebook groups like yours who might have group boards and they’re trying to invite others to collaborate and to make it stronger. You wanna be checking that whatever you’re putting to is actually a stronger board than yours because otherwise, you’re at a disadvantage. Does that make sense?
Andrew: It’s a bit like Pin authority, right? You wanna be sharing the Pin for…you know, you wanna get good Pin authority from other people, find people at the same level or better from you. So I totally get that, otherwise, they’re just gonna drag down, you know, your chance of getting your post featured. So, thank you. I think we covered an awful lot today, Louise. You’re a professional Pinterest coach, if you got an offer that you wanna share with us today about what you do or where people can go and find out more about you do.
Louise: Sure. Yeah, they can find everything at pincoach.com. I do monthly maintenance packages from people that do have a lot of the assets I mentioned the high-quality images and graphics and perhaps content as well. So, content marketing is the only way that can work to really have enough to share on the platform. So I do monthly maintenance packages for people like that. And then I also do, sort of, set up an account cleanup to make it, you know, if you have an account that maybe you’ve neglected it after you set it up ages ago, I can help you get into shape or help you get set up the right ways that everything is keyword-optimized and ready to go. And then also strategy session, so I do consults to help people devise their own compressed marketing strategies that will work for their specific brand in their niche, whatever that may be. So definitely find out more at pincoach.com if you’re interested in any of those.
Andrew: Fantastic. Well, thanks very much for that today, Louise. That was brilliant.
Louise: Thanks, Andrew.
Andrew: And I’m gonna say goodbye to Louise now. Bye, Louise. And yeah, thanks for everyone who came and watched today’s session and I will see you all again soon. Thanks for watching this week’s video. If you enjoyed it, please like this video. And if you want to stay tuned with what we’ve got coming up then also subscribe to our channel and don’t miss out on our next call training video. You are also very welcome to come and join us over at Fashion Brand Builders, our Facebook group. I’ll see you all again soon. Thanks for watching.