Kansas City Social Media Marketing Company Shares How to Create the Best Pinterest Strategy for Brands

By Valerie Jennings, CEO of JSMM and Katie Stumpf, Intern at JSMM

The rise and domination of Pinterest over the past two years has helped brands make a presence on a very visual social media platform and grow a potential customer base. According to Mashable, arts and crafts, fashion, food and home are the most popular categories on Pinterest. However, a study by Maxymiser claims that all brands can gain from the social media channel. Pinterest is an extremely effective tool for marketers because it is driving more to websites and blogs than YouTube, Google+ and LinkedIn combined.

Here are our best approaches to creating a Pinterest strategy.

Create an editorial calendar. Having a plan before delving into any marketing plan is always a smart idea. A brand’s Pinterest should have at least 25 boards with at least 15 photos on each board to make the page look active. Make sure the most populated boards are placed first. It’s important to make sure images are pinned to each board at least once a week. Boards can be created as “secret boards” and then published to public one board a week to seed fresh content onto the page. The best time to post content is after 6:00 p.m. during the week and on Saturdays.

Curalate Analytics. Curalate is one of the best Pinterest applications to track pins and measure performance, consumer engagement and enable Pinterest promotions to live anywhere.

Influencers. Following key influencers will increase Pinterest following and drive engagement of repins, likes and comments. People who pin images from websites are called promoters. These pinners can be found using

SEO. Users search Pinterest pins, boards and profiles the same way through keywords. Find the best keywords for your brand and incorporate hashtags. This will increase your chances of being found in Pinterest search. Make sure to upload your own images at least some of the time. Re-pinning other people’s images is a good idea, but will not have as much value as contributing your own images. Pin from a variety of sources as opposed to one specific site. A variety of images will make your overall Pinterest account more compelling. Without a doubt, re-pinning, liking and commenting is going to play a role in where your images appear.

Board Search. Boards should be named based on the most popular keywords. Some of the most popular boards, for example in the travel industry, focus on inspiration. Even create a board specifically for YouTube videos. This will not clutter the page and will drive traffic to YouTube. The views on Pinterest also count towards YouTube views. 

What are your best approaches to a Pinterest strategy? Let us know in the comments below.