How Pinteresting! How to win at Pinterest & measure your success
Pinterest is a user-generated, image focused, ‘notice board’ style social network. The aim of the network is to build content around specific keywords, phrases and trends.
It’s very popular with ladies, especially those who enjoy food, photography, art, inspirational quotes, and shopping, crafting and getting married. The boards below epitomise what you’ll typically see:
Pinterest poses a very large market for brands wanting to target their audience in different way to the traditional ‘Text & Sell’ method adopted on other social networks. In case you don’t think your niche will translate to Pinterest, there’s already a diverse range of brands and sectors effectively optimising their presence, including marketing, retail and even agriculture.
So ignoring Pinterest is no longer an option. Here’s the low down on Pinterest, and why you should add it to your marketing mix.
Why Use Pinterest
You can become a market influencer
Whoever said you should aim to be influential about one topic on your social network presence clearly doesn’t know their social media.
Being an influencer on Pinterest transcends much of what you would traditionally consider ‘targeted Marketing’ because you are dealing with a very fickle and very vast audience.
What I mean by this is that users of Pinterest seek share, re-share and bite-sized information on a variety of different interests; they’re not going to react well to lengthy pieces of sales content. In fact the image based nature of the network has made sales pitches virtually impossible.
With that said, brands must work hard to explore and relate to their customers more than ever. The environment of Pinterest is rapidly changing, so a personal approach will thrive, while an impersonal ‘salesy’ approach will flop.
Creative, visually appealing content drives success
Having a ‘creative’ manning your social media presence is essential because Pinterest, or any social network success does not happen overnight; it requires something pretty special to stand out over the hundreds of thousands of pins and posts already there.
The advantage of having creative and bespoke images on Pinterest is that it is a network that relies more on good content than brand awareness to make it a success.
KPIs (key performance indicators) such as CPA (Cost Per Acquisition) or CPC (Cost Per Click) is not a great way to measure success on this network; instead look for metrics that relate to your creativity like, pin engagement, customer sentiment and baseline mentions (mentions of your brand without your initial input). These will represent the true reach of your brand’s influence and your success with customers who will be more likely to interact and recommend your brand in the future.
Here’s the power brand Mashable utilising creative imagery to score re-pins:
Of course, the likes of ASOS.com, Mashable and other globally recognised names are doing amazing things with their boards, but SMEs (Small Medium Enterprises), independent artists, bloggers and fashionistas who are all creative in their own way, are able take on the big brands with their own visually striking content.
A few of my favourites are:
Engage and interact to increase reach
Much of the success on Pinterest is determined by how much you interact with others. If you’re a smaller company or brand, and you’re struggling to gain traction on Pinterest, start interacting on a more personal level.
Chatting to brands and the people who follow the brands and influencers on Pinterest is a great way of introducing a human element to your Pinterest presence. Users feel more encouraged to interact with a human than a Pinterest robot. You’re not going to get any repins if you set up an automated Pinterest account, like the one below:
Ain’t nobody got time for that.
Now that I’ve given you a profile of how to make the most of Pinterest, let’s take a look at how you can measure your engagement with Pinterest Analytics Tools.
The Best Pinterest Analytics Tools
There is no way you will be able to know the success of your Pinterest campaign(s) if you don’t have a way to track metrics such as, interactions, CTR (click through rates) and reach.
So, I’ve put together a list of which Analytical tools are the best to give you the optimum amounts of data for those of you are restricted on resources and budget.
Pinterest Business Analytics
Since Pinterest launched its Analytics in early 2013 – they have made analytical data available to every Pinterest Business account out there. Providing you have switched your account to a Business account and added the short amount of HTML analytics code to your site, you will be able to access data such as Pins, Re-Pins, page Impressions, Pin Clicks and Visitors. Here’s a look at the dashboard below:
Additionally, data such as network reach, the amount of re-pins of your re-pins and number of pinners contributing to your boards is also available. You can access your Business Account analytics quite easily from your drop down menu in the top right of the screen:
For a step by step guide to switching your Pinterest account from personal to business, check out my blog post Pinterest Business Profiles, now with added Analytics
This analytical tool reads the social signals your image data brings to search from your Instagram, Pinterest and other image-based networks.
This nifty tool does something that the others don’t; it applies approximate revenue estimations to your Pins. This is perfect for shareholders, managers and social media cynics alike.
Curalate also allows to you benchmark your competitors so that you can see what kind of content is working for them and their followers allowing you to adjust your future campaigns accordingly.
This truly is a data treasure trove; while the tool claims it can assist in your customer acquisition – which it can- it’s important to remember that it cannot replace the human element a social media officer can bring to a campaign, therefore combining this data with strong customer insight will vastly improve the equity you gain from each Pin.
Take a look at the granular data you can extract from each board:
PinReach (formerly PinLeague)
PinReach’s ‘USP’ is their ability to track the ROI of your engagement on Pinterest. Content for contents sake is not a concept that you can ‘sell’ to your shareholders or to your customers; there has to be some value.
PinReachs’ features include measuring the traditional metrics of many of the Pinterest analytical tools I have come across such as organic growth, trend data and the obvious KPIs such as follower growth and re-pin data. But it doesn’t stop there – it also hosts a brilliant little feature that I think will be useful to anyone who uses Pinterest – image recognition technology.
This feature is great for tracking shares of bespoke images that you may not realise are happening! After all, many social shares occur outside the initial brand share, meaning that one person simply saves a Pin as an image and Pins it rather than re pinning it from your source – there nothing wrong with this, of course – but it makes tracking true reach a bit harder!
Here’s the image recognition in action:
There are a myriad of analytical tools out there at your disposal for any social network and Pinterest is no exception; utilising 1, 2 and even 3 simultaneously will give you the best possible chance of proving the ROI, customer growth and brand awareness capabilities of this network which are, in my opinion, really worth the effort for any brand.
Do you use any tools for Pinterest analytics? I’d love to hear which ones you favour and why you chose them! Comment below or Tweet us @Receptional and of course follow us on Pinterest.com/Receptional