CREATE THE PERFECT PIN
In our Part One look at Pinterest, we introduced you to Pins and Boards and some basic strategy for getting started on the visual search engine that is Pinterest.
We’ve scoured the internet, read the experts and studied the Pinterest Help section to bring you the best advice on how to create the perfect pin.
How To Create A Perfect Pin
A Pinterest pin can drive a lot of traffic to your site if you do everything right. You only have a few seconds to grab a viewer’s attention and motivate them to click through.
So how do you do it? What makes a perfect pin?
According to Pinterest experts, perfect pins have three things in common:
(1) they’re beautiful to look at,
(2) they’re interesting, and
(3) they are actionable.
Images need to be tall, not wide, so that they look good in the Pinterest layout.
Many people use their phones to view Pinterest, which makes the image size especially important.
The recommend size is 735 x 1,200 pixels. Since most kitchen photos tend to be horizontal, rather than vertical, you’re going to have to do some editing. Canva.com is free and has templates for Pinterest. All you have to do is upload your photo to the site and let the software do the rest.
It’s easy for your images to get lost in the number of boards and pins on Pinterest. Applying text to your photos helps give visitors context, so they understand the purpose of your pin.
If your board topic is Kitchen Islands, put a line of text on the photos to explain why you think the island in the picture has merit. “This Cherry island creates extra storage.” “A prep sink in this island helps out during large family gatherings.”
See how that would work?
Sometimes one picture isn’t enough. Another way of making your pin stand out is to use multiple images in the same pin. Again, Canva.com to the rescue. They have the tools to put together multiple photos in one pin.
Another high performing pin is the infographic. Assemble several related photos and let Canva guide you through creating an infographic. Before and After photos would create a nice infographic that tells your business story.
Add your logo to your photos so that when they get re-pinned, your company name goes with them.
Don’t overlook the pin description. Use keywords in a natural way; don’t just list them. Make the description a couple of sentences long. By optimizing your pins with keywords, you can get noticed by Google and increase your SEO.
In the photo below, notice that the description was cut off. Pinterest allows only so much space for your descriptive text. If your viewer is truly interested, she will click on the pin and read the entire description.
The ultimate motive of a presence on Pinterest is to get your audience to click on your Pin and visit your website. And for that, you need a strong call to action.
Strong Call to Action
People use Pinterest to discover and buy things. Make sure your description conveys the action you want your audience to take. “Visit our website.” “Stop in to our showroom.” “Contact us for a no-obligation quote.” Don’t let your photos just sit there - make them work for you.
From our inspection of Pinterest and research for this article, not many pinners take advantage of the Call to Action. This is an area where you could get an advantage.
To get your pins noticed and generate viewer re-pins and click-thrus, they need to be beautiful, interesting and have a strong call to action.
Your pin description should share enticing details about your image and content. You have to give pinners a reason to click through to your website, to call you or stop in your showroom.
Kitchen Design Partner can get you pinning!
200 million users. That’s how many Pinterest users exist as of September 2017. 200 million. Think there’s anyone in that group who would want a new kitchen or bath? You bet there is.
Another statistic: 70% of those pinners are female. And the last time we checked, women are the drivers for remodeling projects.
One more: 75% of Pinterest users have purchased something they saw on Pinterest. Pinners are actively looking for product sources.
What Exactly Is Pinterest?
Pinterest has been defined as a visual search engine. People go to Pinterest to look things up, to find inspiration.
It’s also a social site where people go to share ideas with like-minded individuals.
Why Use Pinterest?
1. Pinterest posts are “evergreen,” meaning they stay current for a long time after they’re pinned. It’s possible for your content to appear in the Pinterest feed months after it was first posted. This is a huge benefit. Your content doesn’t die out in the first few hours, but can still be sending traffic to you months after it was published. Compare that to Twitter or Facebook.
2. It’s easy to go “viral” on Pinterest without really trying. Someone pins your latest post to his or her Pinterest board. Then ten people re-pin that content. And then another ten re-pin that same post. All of a sudden, your content is getting exponential exposure. The beauty of this is that the sharing and re-pinning can continue indefinitely.
3. As one expert said: “You need to have a very visual brand if you’re going to be using Pinterest.” Sounds like a perfect match for our kitchen design and remodeling businesses. If you have a story to tell and want to reach a whole new audience, then Pinterest is for you.
4. Pinterest will introduce your business to an entirely new audience.
Pinterest is divided up into pins and boards..
A Pinterest board is a group of categorized content, a collection of pins. Each one contains content with similarly related items, grouped by a theme or topic. When you hear someone say they “pinned”, they placed a post on a Pinterest board.
It’s possible to create a “secret” board that no one else can see but you and whoever you invite to see it. This is a way to share ideas with a client who is making her selections. (We like Houzz.com better for collaborating.) Secret boards probably don’t have much to offer to a business account.
A Pinterest pin is an image that you add (“pin”) to a board. A pin is just a post on Pinterest. It can be a plain image, or that image could be linked to something relevant, as most of your images should be.
A re-pin occurs when you pin someone else’s content. Or they pin yours. Essentially you are sharing it with all of your followers. It’s the same kind of thing as a Facebook “Like” or a Twitter “re-tweet.” You can re-pin from someone else, or you can pin something directly from the web.
Rich Pins are pins with additional information in them. They can be recipes, products, articles, apps, places, movies -- even a map. More about Rich Pins in Part Two of this series.
Pinterest experts recommend that you start with at least five (5) boards, each with at least five (5) pins. This fills your space nicely.
The boards themselves can have cover images. The cover image is at the top of the board, and it remains static. Or course you can change it at any time.
Naming your boards is next. Boards should be named based on your keywords. Since boards are searchable, don’t miss an opportunity to get found.
Pinterest is much more searchable than Facebook or Twitter so keywords are vital to your Pinterest strategy. You want to have the keywords in your title and in your description.
Don’t just pin photos of your own jobs. Of course, start with your own project photos, but make sure you’re adding other interesting content as well. Your boards should be ones your followers will be interested in.
Get More Re-Pins
As you browse through Pinterest, you’ll notice that most images are taller than they are wide. The aspect ratio needs to be 2 to 3. Image size should be 735 x 1100. Since most kitchen shots are horizontal rather than vertical, you will need some creative cropping.
Pins with light, bright colors in the images and 200- to 300-character descriptions do well.
For some unknown reason, images without faces get more re-pins.
Infographics do really well on Pinterest. Stumped for topics you could use to create an infographic?
How about: “Things To Consider Before Remodeling Your Kitchen”? “Questions To Ask Before Hiring A Designer”? “Most Popular Kitchen Designs”? “Materials To Consider For Your New Kitchen Countertop”?
You get the idea.
• Have a minimum of 2 to 3 pins per week
• Pin new content and re-pin
• Comment on pins
• Make sure your website is easily pin-able
• Follow new people
• Get active, get involved.
• See and be seen
Getting started with a business account on Pinterest isn’t rocket science; it’s fairly set it up yourself.
But getting exposure for your small business requires persistence and follow up, regular pins and interaction with others.
If this amount of commitment seems daunting, Kitchen Design Partner has the experience and expertise to keep your social media engine humming along.
Kitchen Design Partner offers a Local Foundation Package that includes Social Media Strategy and Management. Contact us online at www.kitchendesignerpartner.com or call 888-766-8470 to learn more about how to increase your online reviews.
Kitchen Design Partner
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