Pinterest Strategy Update: The Down-Low on Ads and Bookmarking

By on September 30, 2013
Pinterest strategy

Pinterest recently announced their move to introduce advertising on the site. This, along with the recent mobile bookmarking improvements – and social managers everywhere seriously need to update their strategies. Here is what you need to do to keep your Pinterest strategies working in your favor.

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Pinterest Becomes an Ad Platform

We saw it coming, and now it has arrived. Pinterest has ads! Four years down the track and the site is finally monetizing itself. Coming soon will be special promotion pins that you can pay for, with all the functionality that you get from ads on Facebook and Twitter.

The crucial difference being that Pinterest is already a high-conversion marketing tool for small businesses looking for product or service sales. This could potentially be a much safer investment for business owners that have small budgets, but expect large outcomes with social media advertising.

  • Pinterest is already the #1 referral network with 85.2% of total traffic, as opposed to Facebook (8.3%).
  • Pinterest is primed for mobile – which is where it’s all going anyway. Plus the marketing team has promised not to litter the platform with ugly banner ads. All advertisements will be natural pins, so that the site remains relevant.
  • While mobile ad clicks are still better on Facebook, the introduction of these new ‘promoted pins’ might see that change in the near future.

Pinterest Strategy Change

• Start monitoring the early ad campaigns on Pinterest when the pin-ads launch. If they do well, hop on the bandwagon quickly. Pinterest may potentially be an incredibly high click-through rate ad investment, built for mobile sales.

Pinterest Expands Into The Bookmarking Arena

Pinterest is trying hard, and I am impressed. They have invested millions into expansion – but doing it the RIGHT way, to not upset their current user base, but also to carve out new niche areas for them to move into as a mobile-centric company.

Pinterest strategy

Courtesy of blog.hubspot.com

A new update was released called the ‘article’ pin, which has been designed to help publishers (and content creators like you) gain more reach over time. They will do this by encouraging people to save and share the pins later, like a bookmarking service does.

These ‘article’ pins will include extra information like a headline, who the author is, a story description and a link to the source on the pin itself. It’s a brilliant move on the part of the Pinterest team, as it will make curation and content creation on the site a lot better.

Pinterest Strategy Change

  • Improved SEO potential with ‘meta-detail’ style information added to these pins
  • Get your blog posts read more often by immediately integrating this sharing tactic into your social media campaign
  • Pinterest can also be used to promote your other longer content now, articles, whitepapers, case studies, ebooks and marketing reports
  • Use Pinterest as a curation tool by adding it to your toolbar

Use these Pinterest strategy updates to improve your current Pinterest marketing strategies. If you do this continually, you will not need to invest serious finance into paid media options for your small business.

Do you like the new Pinterest ads, or do you think that ads are going to ruin the platform?

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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