Back in Episode 72, I spoke with Kristie Hill about how to understand and use Google analytics for your Pinterest page. We didn’t talk much about Pinterest analytics in that episode, frankly because they frustrate me and I never saw their usefulness. But all that changed when I met Monica, who quickly showed me how to use Pinterest analytics the smart way — to gain information that I was not aware of.
Monica is a blogger at Redefining Mom and she began her blog while she was still working a corporate job. After quitting her job, she went full-throttle into blogging as a business. Pinterest piqued her interest when she realized it was similar to the corporate marketing techniques she knew so well.
Monica feels like she is different from the majority of bloggers; instead of possessing a creative brain, she has a more analytical brain. She became so engrossed in Pinterest and learning about how it worked, that she started to provide Pinterest training and account reviews for other online businesses.
In today’s podcast, Monica really take us on a deep into Pinterest analytics to show us how to get the most out of it. Let’s dive in.
1. Switch to a business account
You must register your Pinterest account as a business account, for several reasons:
- this will allow you to ‘claim’ your website as your own
- Pinterest will recognise you as a content creator
- you’ll have access to Pinterest Analytics, which will allow you to see how your pins are performing
- you’ll be able to have a ‘Pinterest business profile’, which means a collage of your pins will be displayed as a banner at the top of your profile. This will make your profile look more professional, and is great for building brand identity
2. Enable rich pins
Having ‘rich pins’ will make your content look more professional and will ensure it appears in search results (remember, think of Pinterest a search engine not as a social media platform).
If you have a recipe blog, enabling rich pins will mean that your pin will include ratings, cook time and ingredients. To enable recipe rich pins, you need to make sure you’re using a recipe card plugin that will let you do this.
I use WP Recipe Maker, which includes an option to enable recipe rich pins . Here are some other reasons why I love this recipe card plugin:
- it contains all the features needed for Google and Pinterest to be able to read your recipes
- it makes it really easy to switch recipes over from another recipe plugin, as WP Recipe Maker will automatically switch them all over for you
- you can copy and paste in an entire recipe and the plugin will automatically convert it into separate lines for ingredients, numbers, units and then separate lines for instructions. This makes it much easier and lets you write up your recipe first so that you can easily input it into your recipe card without having to fill in individual fields.
- it easily lets you customize the font, colour and size of the different elements of the recipe card so that the aesthetics blend in with your site
- the customer support is excellent – you can email any questions and they reply super quickly
- it lets you automatically add ‘jump to recipe’ and ‘print recipe’ buttons above your post content, which will improve reader experience and therefore your Search Engine Optimisation too. And the plugin lets you customize these buttons in a way that will fit in with your site’s aesthetic
- it lets readers add recipe ratings so they can let you know how they got on with the recipe!
I really recommend paying for the premium version because this offers so many benefits:
- ingredient links (which allow you to insert Amazon affiliate links as well as internal links to other recipes). Adding ingredient links is really easy as the plugin automates by allowing you to just add the links once per ingredient and it’ll automatically be filled out every other time you mention that ingredient in other recipes. Essential for saving your time and sanity!
- adjustable serving sizes so that readers can adjust the amount of ingredients they need depending on how many servings they want to make
- an automatically generated nutrition label so you can add not only the number of calories but also protein, carbohydrates etc.
3. Make sure your personal boards are relevant
- they need to be relevant to your niche
- they need to be based on content that your target audience will be interested in
- you shouldn’t have random personal boards that aren’t going to be of interest to your audience
- you should have one main personal board named after your blog that you use just for pinning your own content to
- you need to make sure you categorise your personal boards so that Pinterest knows what they’re about
4. Use keywords correctly
Keywords need to be used in two ways:
- each of your own pins should have a proper description, which includes the title of the pin and some other relevant keywords, along with a few relevant hashtags
- each board you create should have a proper description with relevant keywords and a few relevant hashtags
5. Make vertical pins
You’ll get nowhere posting horizontal or square photos on Pinterest. Your pins must be vertical, because:
- they take up more space on the Pinterest feed as people are scrolling down
- vertical pins suit the general aesthetic of Pinterest much better, which means your content will instantly look more attractive laid out like this, which means people are more likely to re-pin them
- a lot of group boards (see below) only allow you to share vertical pins
The best way to make a vertical pin that will you must use some type of software to create collages. I use Canva, which can be downloaded as an app for iPad – it’s really simple to use and they offer a big range of fonts and colours.
You can check out this post on the Pinterest business page, which gives advice about what the optimum image sizes are for Pinterest.
8. Use a scheduler
This obviously means you’ll need to work out some sort of system for how you’re going to be able to pin at this frequency every single day.
It’s impossible to do this all by yourself, on top of keeping track of all your group boards. And, most importantly, you won’t know what the optimum times to pin are.
But guess what, (affiliate link) Tailwind knows! Tailwind is a Pinterest scheduler and I honestly can’t recommend it enough. It was one of my very first investments and was instrumental for our growth early on. Here are some reasons why I love it:
- it calculates what the optimum times to pin to which boards are, and will share your content accordingly
- just having Pinterest shares taken off your shoulders frees up time to create more great content!
- it’s super easy to use, even if you’re technically challenged
- you can join Tailwind Tribes (more on this below)
- the Analytics feature is really helpful. Why do you need Tailwind Analytics when you already have Google Analytics? My favourite way to use Tailwind Analytics is to see which group boards are performing better than others, which lets me decide which ones to pin more frequently to and which ones to stay away from.
If you want to read more about a wider range of other Tailwind users’ results with Tailwind, you can check out this guide here: Typical Results of Tailwind for Pinterest Members.
- You can check out my Pinterest profile here.
- Pinterest has a ton of helpful information for marketers and creators on their Pinterest business page.
- The Simple Pin Media website is also a valuable source of information. I listen to their podcast and really recommend it if you’re interested in learning more about Pinterest.
Research shows that the average order value of sales generated by Pinterest is 10% higher than any other major social platform.
Pinterest offers your business the opportunity to showcase products. You can create multiple boards based on shopping patterns, consumer interests, or even holiday trends.
Consider this social media platform the new form of window shopping. It’s up to your team to display what’s best about your services and overall brand.
“Most people save or pin things on Pinterest in order to get ideas for future purchases, so if you are selling something online, you should have a well-established Pinterest presence. This is especially true if you sell physical items like apparel, accessories, gadgets, and the like,” states Chandru Rao, a researcher and writer at Around.io.
The Average Order Value of Pinterest sales is 10% higher than any other major social platform. Click To Tweet
Work with your team to develop a Pinterest sales strategy. Monitor prospective customers’ habits and build awareness for your brand.
It’s time to incorporate Pinterest into your small business plan.
Pin Your Brand
Pinterest is changing how customers shop with your small business. The social network helps people research before they buy.
To drive sales with Pinterest, tell a story with your pins. Post high-quality photos of your products. And target relevant audiences.
Drive more sales. Pin your brand. And while you’re at it, follow HostGator’s boards!
Shayla Price creates and promotes content. She lives at the intersection of digital marketing, technology, and social responsibility. Originally from Louisiana, Shayla champions access to remote work opportunities. Connect with her on Twitter at @shaylaprice.
Aside from the incredible audience and Pinterest profile data you can glean from Pinterest Analytics, this data platform is a great way to understand how your followers and your potential audiences interact with your content, both on social and on your site.
By thoroughly understanding how users organize, share, and save your content, you can optimize the type of content you share on Pinterest and your website to better serve the wants and needs of those audiences.
To get started, check out these next steps:
- Determine if Pinterest is right for you (to focus on). If you’re an ecommerce business, chances are there are some great opportunities for you. However, if you’re in the legal profession, your audience might not be here. If your target audience doesn’t spend their time here, neither should you!
- Set up Pinterest Analytics by creating a business account. You’ll want to start tracking data from day one to have a baseline to compare your progress to. Don’t forget to add the “Pin It” button to your site, too, so you have website data.
- Get Pinning! Create boards, share original content, and repin others when it make sense. Try a few different approaches, see what works for your audience, then optimize, optimize, optimize! And don’t forget to use the data to inform your website strategy.
Optimize Your Boards
Each one of your boards should be organized, and feature appealing images. Focus on creating board tiles that reflect keywords people are using to search. While it’s tempting and fun to develop clever board names, that’s best saved for your accounts. Optimize your board titles in a way that makes it easier for people to discover them. You can be creative while still focusing on using keywords.