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Creating a Pinterest Strategy: Do's and Don'ts

A general social media strategy is fine and dandy, but marketers who tailor their social media strategy to specific social networks tend to have greater marketing success. For example, a Facebook strategy may be vastly different from a Twitter or LinkedIn marketing strategy. Often times, limited resources and business objectives deter marketers from developing a social media strategy for each social platform. However, it’s not as difficult or time-consuming as one might assume.

Since social media networks possess similar traits in regards to posting, sharing, measuring, and identifying, creating a strategy comes down to understanding the social media network’s operative influence, user base, and unique features. Pinterest is a social network that has impacted many retail-oriented and product-driven companies in increasing social ROI and brand awareness. Pinterest, as a visual pulpit, has implemented many changes to its features and interface recently which has created a more user-friendly experience for individuals and businesses alike.

If your business is on Pinterest or you’re still deciding if it should be, here are six Do’s and Don’ts to help with your Pinterest strategy:

  • DON’T be a bore: As of July 2013, “a new study from Semiocast shows that Pinterest currently has more than 70 million users on the site” (Search Engine Watch). With that many users on Pinterest, it’s highly crucial that companies leverage their visuals as effectively as possible. To increase repins, make sure you upload visually aesthetic, eye-catching images full of color and design.
  • DO your competitor research: As with any marketing strategy, know who your competitors are and what they’re up to. Not in the stalking sense of course, but the intent here is to understand what’s working/not working for them. You can track their profiles and growth from your PinLeague analytics dashboard.
[caption id="" align="aligncenter" width="520"] PinLeague Pinterest Analytics Dashboard[/caption]
  • DON’T be self-absorbed: Don’t be that person who only pins their own content and images. It will not only look spammy, but it may limit your potential for social media growth. Social media networks are for building a community, and you won’t be able to achieve that if you’re only marketing your own content.
  • DO consider SEO: Understand how SEO impacts your Pinterest strategy with this helpful, detailed guide. Some SEO tips include: choosing an optimized URL, creating a keyword-driven bio section, and utilizing SEO when labeling your Pinterest boards.
  • DON’T be complicated: Sometimes holding off on the technical writing is necessary, especially when it comes to your Pinterest strategy. Relevance is absolutely essential, but make it easy for your audience to grasp what your product and brand is about.
  • DO use hashtags: This tip can actually go both ways. Given Pinterest uses hashtags as a search query, it will navigate you to a plethora of boards and pinners in that specific area. For example, if you use #puppies, you will find yourself visually captivated by adorable furry creatures. This typically doesn’t do businesses much good. However, if your Pinterest campaign includes a contest or sweepstakes, hashtags are extremely useful in directing people to your campaign.

Have fun pinning!

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