Pinterest Content Strategy for Small Business Marketing

With more than 320 users, Pinterest ranks as the 4th most popular social media platform in the United States in 2021, making it hard to ignore from a digital marketing perspective. There’s no question that we’re becoming more and more visual, especially online, and Pinterest offers the only social media visual search tool available.

More than 84% of weekly users use Pinterest to help with purchase decisions and 75% say they’re “very interested” in new products. Compared to other social media channels, Pinterest users are surprisingly open to marketing and influence. A well-researched social media content strategy can leverage Pinterest’s unique audience to grow your business in 2021.

Before you plan your Pinterest content…

It’s tempting to jump right into the fun part of content strategy, which is content creation, but if you want your content to be really effective, take some time to establish your direction and goals.

Defining goals and objectives for your Pinterest content will ensure that each post is working towards the results you want to achieve, as opposed to being content for the sake of content. Take a look at your past performance, your competitor’s boards, and your audience’s behavior to see what content they prefer and what gets them engaged.

Create a detailed content calendar.

Unlike other social media platforms, Pinterest doesn’t have much wiggle room when it comes to posting frequency. If you want to keep your content in front of your audience, you really have to post every day. Schedule your seasonal content at least a month in advance. As you develop your topics in preparation for content creation, be sure you’re offering real value that will entice followers who can be converted down the line. Identify some keywords and hashtags that you can use to increase content visibility. Users are able to follow hashtags and 97% of searches are unbranded, so using the right keywords can get your brand in front of a huge audience.

Prepare your graphics.

Pinterest is a visual platform, so you’ll need to prepare appealing graphics for your daily pins. Vertical imagery with a 2:3 aspect ratio is best for avoiding truncation.

Try to make every image the highest possible quality. Use descriptive copy to tell users what they’re looking at and make them want to know more. Use text overlay to create headlines that reinforce your message. Include your logo in a tasteful fashion on every pin, so your brand doesn’t get lost when your pins are repinned.

Create your Pinterest content.

Once your graphics are prepared, it will be relatively easy to polish up your pins and get them ready for publishing. Finish a batch of pins in one sitting to have them lined up and ready to post according to your calendar. Upload your polished pins to a content scheduler that’s compatible with Pinterest and set it to automatically post at specified times every day.

Include relevant hashtags with every pin. Pinterest Analytics will provide plenty of metrics you can use to analyze the performance of your content and adjust your content strategy as needed.


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