If you have not used Pinterest before as a marketing platform then here you will find my 'start now, get perfect later' instructions. I've listed the steps in not the most conventional order, but the way I would recommend for efficiency, getting to know the platform and to figure out if it is going to work for your business in the fastest way possible.
1. Get the basics done.
The Pinterest platform is really easy to get started. You first need to set up an account, register your domain, convert to a business account and install a tag. The tag installation is usually the most complicated part but it doesn't need to be. For example if your website is on the Shopify platform it is now possible to use the Pinterest app, which will automatically set up your tag for conversions and also install a Pinterest 'shop' too! This means that it will pull all of your products from your store and list them all as product pins within Pinterest. If you are not using Shopify then there are sometimes apps which will install the tag for you, but if not the best way is to use a freelancer to set it up for you.
2. Start Pinning.
Start with creating some static pins by using the Pinterest templates in Canva. You´ll find a great selection of styles and you can edit them to suit your products or website content. You should try to vary the styles a lot, so that when you start testing ads, you know which styles perform best. You also don´t even need to use templates, in fact most of the time, plain image pins actually perform best. See my article Why You Should Prioritize Plain Image Pins on Pinterest. Once you have some designs (or images) then simply create the pins within the Pinterest platform, ensuring to always enter an SEO friendly title and an engaging description which will encourage the user to click through to your website. Also, don’t forget to always enter the URL for the correct page, and ideally a UTM too.
3. Create Boards.
When you start pinning, it will ask you to select the ´board´. You can either create your boards beforehand or you can create a new board as you are creating the pin. If your board only has a couple of pins in it, then it doesn’t really matter at the start. However, for long term growth you should try to build up your boards with lots of pins. This is because it helps with the Pinterest algorithm. If your pin is attached a to a popular, relevant board with lots of other similar content then it is more likely to get recognized as a relevant pin by Pinterest. You can build up your boards with your own pins or by pinning other peoples pins to your board. Most people have several boards but you can have as many or as little boards as you like, it doesn't make much difference at the start.
4. Start testing ad campaigns.
When you first start pinning, you will notice that your pins don’t get many impressions and rarely any clicks. This is why you need to start running ad campaigns straight away. You will usually need to start with traffic campaigns but once you have at least one conversion (an add to cart or a sign-up) you will be able to start running conversion campaigns, which are usually much more effective. The more conversions you have gained, the better the results will be. However, at the start, it´s best to split test every new campaign with traffic and conversions. To do this, simply create a traffic campaign, then duplicate it with a conversion campaign. You will quickly be able to determine which campaign to keep and which one to quit (or to quit both). Read my article Pinterest Mistake: Spending your ads budget too fast.
5. Vary the types of Pins.
You can start experimenting with taller pins, video pins, carousel pins and Idea Pins (previously known as story pins). Idea pins don´t actually link through to your website (although there is a way to tag products to the idea pin). However, they do generate a lot more organic impressions than normal pins so it is good to create them in order to build up your following and brand on Pinterest. Although, from February 2022 Pinterest will hopefully allow you to insert direct links and run paid ads on idea pins.
6. Set up a Scheduler.
The most popular scheduler is Tailwind, and you can start with a free membership. It allows you to upload your pins and schedule them for later dates. There are also more advanced things you can do such as join ´communities´ where people share each other´s pins. You can also install the Tailwind extension which allows you to schedule pins from other pinners or create pins automatically from website content.
So that’s the basics covered but to master Pinterest it does take a lot of time and persistence. Pinterest is definitely a 'slow burner' and it will take a long time to build a successful organic account. Check out my article How did the big players on Pinterest become so successful. However, if you want instant results, then you need to invest into paid ads. Check out my article Is it Worth Running Paid Ads on Pinterest?