What’s one way to get 1.5 million impressions? How about 3,000 outbound clicks? Don’t sleep on Pinterest for your B2B brand. We leveraged Pinterest to grow Chute Gerdeman’s audience on the platform by using the following approach:
Set Clear Objectives
Our primary objectives for Chute Gerdeman’s Pinterest are to enhance brand awareness, maximize impressions, and also drive clicks to their work pages. Our goal was to create a holistic and impactful Pinterest presence that not only boosted immediate engagement, but also contributed to the long-term growth and recognition of the brand.
Know Your Audience
Before developing any boards, we had to deeply understand Chute Gerdeman’s audience and what they searched for. We conducted keyword research related to their work to gain insights into their audience’s interests and understand whether our content would stand out among pins in similar categories.
Follow Through With Your Approach
Through visually engaging content, our aim was to establish a strong and recognizable presence within the Pinterest community. By leveraging the platform’s visual appeal, we sought not only to attract attention, but also to foster a connection with our target audience. We determined what content we would share, how often we would share, and which categories would resonate most with their audience. For Chute Gerdeman, the primary focus is showcasing their design projects. We crafted Pinterest boards with the themes of grocery store design, restaurant design, retail design, with a look inside the process with sketches and renderings.
Use Vertical Imagery
The majority of users browse Pinterest on mobile, so it is important to create pins that are formatted vertically. Utilizing vertical imagery aligns with the visual nature of Pinterest, enhancing the user experience and increasing the likelihood of content being noticed, engaged with, and shared. We see most of our success with the use of vertical idea pins. If the photo was not originally taken vertically, we resize and re-crop as needed.
Go High Quality or Go Home
Aim for the highest quality image possible. Image quality is extremely important on a visual platform like Pinterest. High quality images are important for increased visibility and engagement as well as the optimization of your pin. Pinterest favors the highest quality images.
Use the Right Language
Put in the effort to ensure there are complete descriptions in your idea pins. Most of the time, we use language from Chute Gerdeman’s website that describes exactly what the images are and how each design was carried out. This can help improve SEO and encourage users to click on links leading back to the website.
Double Check Links
Make sure the links all work. Every pin should lead to the original source. In our case, this is Chute Gerdeman’s work pages.
Pinterest makes it super easy to see which pins are resonating with your audience. Use this information to inform your Pinterest strategy going forward. We saw that restaurant design pins performed particularly well, so we started to pin more in that category.
Consistently pinning is what ultimately led to our client’s success on Pinterest. Daily consistency in pinning will lead to your pins getting more views, and in turn, more clicks to the website, and conversions.
Since we began managing Chute Gerdeman’s Pinterest account, their engaged audience on the platform has increased 39% year-over-year. Total impressions increased 27% year-over-year and total outbound clicks have increased 32% year-over-year.
A combination of consistent pinning, high-quality vertical images, and compelling copy is critical to increasing overall brand awareness each year.
Stats as of May 2022 to now:
Think Pinterest might be a good fit for your business?