Ready to use Pinterest as a branded channel? Not sure how to set up your boards?
As with most social channels, when it’s time for brands to begin using Pinterest the rules and setup used for individual accounts more than often don’t apply. Channel features and tools should be updated accordingly, and as we learned from our business account setup how-to for Pinterest, marketing strategies need to be adjusted. Before jumping into your master plan of how to effectively compete and take advantage of the marketing opportunities available through Pinterest, work on the essentials first. Account and profile setup are easy, but setting up your boards requires a little more thought. Avoid the pitfalls of just pinning anything and everything. Instead, remember this is your branded account, and as with other social channels, it’s another tool you can utilize to expand your marketing efforts.
So, let’s get started and focus on our boards:
1.) Clean Up First
If your account is already populated with various pins, no clear categories or topics, start by first cleaning up your boards. Try to get a good grasp of what you need and what ultimately pertains to your brand. Build a list if you need to, and start to filter out unrelated items. If you’ve got a clean canvas, skip this step.
2.) Determine Board Themes
This is where you kick your brain power into gear. Think about your brand, incorporate the marketing and social strategies applied to your other social channels, like Facebook and Twitter, and explore target market topics. Start to question how you can include your current assets and content, building on already established foundations.
3.) Content & Assets
Once you have a good idea of the themes and/or categories you’d like to cover, determine the content and assets to be included with your new boards. Depending on the items you may have on hand (blog posts, etc.), you may need to group assets or determine the type of assets that need to be built out.
4.) Optimize Board Titles & Descriptions
After you determine your select boards, you need to create the proper board ‘titles’ and proper board ‘descriptions.’ Be creative here, but make sure to follow branded messaging to ensure consistency is maintained throughout your social initiatives.
5.) Develop Editorial Calendar
Now that you have your boards ready to be built out, it’s time for your editorial calendar to be writen. This is where you’ll organize the type of pins to be included, with related descriptions and images. Ultimately this is where you’ll plan ahead for how your Pinterest page will be built out moving forward, incorporating branded messaging and visual content, as well as outside content areas.
6.) Optimize Pin Descriptions & Images
Your pin descriptions have a 500 word max, which gives you quite some room to describe the related image and the source you are pointing it to. Don’t forget – Pinterest is keyword based. Make sure that you are using keywords within your descriptions to help boost pin location during user searches.
Your pin images (if focusing on specific brand content), should be branded accordingly and be consistent with other visual elements tied to your brand. Likewise, the images you upload should have a proper file name (e.g. pizza recipe, etc.) to ensure you are keeping all items keyword rich. After uploading your image, make sure to edit the source feature, which will allow you to include the proper source URL, AKA where the pins will point to. The length of your images should stay up to 5k pixels, and remember the height of the image is not limited (be mindful of user access to social share features, like the ‘re-pin’ and ‘like’ button).
7.) That’s It.
Now that you’ve got the steps in place to create and optimize your boards, it’s time to build. Remember: Pinterest is not your location to solely advertise. It is a social network, which means: building your audience, communicating back to users, engaging, repining, sharing, etc. Identify with your brand, utilize its unique content, and share your message while amplifying your contribution with your target market.
Additions & Feedback
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