Last week Pinterest announced Pinterest Web Analytics, a free tool that lets businesses track their pinning activity. It’s big news for marketers hesitant to get on board with Pinterest due to lack of measurement tools other than third-party ones like Curalate and Pinfluencer. Pinterest Analytics grounds Pinterest more deeply in data, and it tells businesses what people pin from their websites, how many people pin, what pins get the most repins, and how many impressions Pinterest content generates.
A few days after the analytics announcement, Pinterest made its new site design available to everyone. And yesterday it announced that it acquired Livestar, an app that gives people local recommendations from their friends and others. So in the wake of all these major Pinterest changes, I wanted to talk about Pinterest marketing. I initially wanted to spotlight small and medium-sized businesses that use Pinterest creatively and effectively, but in searching for these types of businesses, I found a lot that don’t use Pinterest to its full potential. So it made more sense to give tips—though not just any. I think it’s safe to say that people know attractive, eye-catching images do well on Pinterest, but what about less-talked-about aspects of the site, like contributor boards, adding links to pins, and verifying websites?
Using Pinterest to its full potential involves going beyond things like “pin great images” and “pin lots of stuff” (not that those tips aren’t important; they definitely are). But what else does Pinterest marketing involve? And, more importantly, what does Pinterest offer businesses?
Pinterest has a lot of surface appeal: the digital corkboard site is filled with gorgeous photos. But I wanted to go beyond the surface and focus on substance and strategies. Read more…