Pinterest Management | Brafton London

A Visual Discovery Engine

Pinterest boasts more than 300 million active users who have collectively created
over 200 billion pins. Unlike other social media networks, Pinterest is a visual search
engine. It works like this:

1. Publishers, or “pinners,” create
boards around specific themes or
products.

2. They then Pin visual content
to those boards.

3. Each Pin is accompanied by a
keyword optimised description.

4. Pinterest users search
the database of pins using
certain keyphrases.

5. If they see something they like,
they can Pin that content to their
own board or to someone else’s.

6. They can also choose to follow
certain pinners whose content
they find interesting.

Rich Pins versus regular Pins

Rich Pins Versus Regular Pins

Pinterest offers the option to post Rich Pins that provide additional context, including:

A bold title that displays with the image in the feed.
Additional descriptions for the Pin that enable greater keyword inclusion.
Your Pinterest account and photo.
A “follow” button.
Updates to reflect any changes to the linked page.

There are four main types of Rich Pins:

There are four main types of Rich Pins:

Product Rich Pins: They include real-time pricing, availability and other product details.
Recipe Rich Pins: Include ingredients, cooking time, serving size and recipe rating.
Article Rich Pins: Display a headline, author and meta description.
App Rich Pins (iOS only): Display buttons that lets users download an app without leaving Pinterest.

At Brafton, we always favour Rich Pins over regular Pins to help improve your content’s discoverability on the platform, boost engagement, build brand awareness and drive traffic to your site.

Why Pinterest?

Why Pinterest?

The purpose of pinning content to a Pinterest board is to remember it. This makes the content far less ephemeral than feed-based social media channels such as Twitter, LinkedIn and Facebook. In fact, the lifespan of the average Pin is a few thousand times greater than that of a Facebook post.

Pinterest is also a more e-commerce friendly channel than other social networks. More than 90% of pinners have used the channel to plan, research or make purchases. For B2C companies that sell physical products, Pinterest is basically a second online store. For B2B marketers, Pinterest has value as a way to visually promote content.

Pinterest is also unique in that it is as much a search engine network as it is a social media platform. Much like a Google image search, the content is all visual, while keywords used in the title and description of boards, pins and images help influence which content will populate the search results.

In addition to keyword relevance, some of the factors that influence
Pinterest search rankings include:

The number of clicks, saves, comments
and embeds your pins receive.

Number of followers.

How many pins your brand engages with.

Website Pin origination (Pinterest favours
pins that originate from commonly
pinned domains).

Rich pins vs regular pins.

Every Pin is a link back to your website that potentially increases traffic to your
domain, which sends positive signals to search engines.

Our Pinterest Management Services

At Brafton, we can tackle just about any facet of Pinterest management, including
but not limited to:

Persona development

Persona Development

You need to refine your target audience before you can start marketing – on Pinterest and on the web at large.

Our persona development services help you understand which of your prospects have the greatest commercial value, who is a buyer and who is an influencer, what campaigns work best for these target audiences, what tactics convert which visitors into buyers and more.

Our goal is to get as detailed a picture of your target personas as possible, so that we can help you decide if Pinterest marketing is right for you, and what tactics will be most effective on the channel.

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Content creation

Content Creation

Like any other social media channel, you need original content that’s worth pinning to your boards. Our writers, designers and videographers can create any type of digital content you need for your Pinterest campaigns, including but not limited to:

Blog posts.
Infographics.
Custom illustrations.
Video content.
3-D animations.
Product photos.
Quotes over artwork.
GIFs.

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Social media management

Social Media Management

We offer several social media management packages on a monthly and rolling basis. Either way, we can help you with every element of Pinterest management:

Building your Pinterest profile.
Creating a keyword-rich username and description.
Creating boards and writing their descriptions.
Keyword optimising your board titles and descriptions.
Optimising Rich Pins.
Posting new pins.
Earning more followers.
Curating content (re-pinning).
Engaging with other pinners.

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Pinterest Ads

Our social media consultants can spearhead your paid Pinterest marketing campaigns at every stage:

Strategically selecting which Pins to promote.
Setting up ad groups (target audiences) based on keywords, interests, demographics and other factors.v
Scheduling campaigns, allocating budgets and planning out timeframes.
Choosing what types of actions to bid on.
Performing any troubleshooting along the way.
Measuring the performance of the campaign.
Pivoting as needed.

Reporting

All of our social media packages offer monthly reporting along with a 30-minute review call to walk through key metrics, what they mean and how they should guide future Pinterest marketing efforts.

We can also deliver custom reports that provide deeper or more specific insights into your Pinterest marketing efforts.

They Come. They Pin. They Convert

They Come. They Pin. They Convert.

Pinterest can be a powerful platform for B2B and B2C businesses alike, presuming you know how to strategically maximise its value to your marketing campaigns.

Our social media strategists work as a direct extension of your marketing team to help you optimise your presence on Pinterest. They can also collaborate with creatives to develop content campaigns that are highly shareable on the visual social media network.