According to Hitwise Research, Pinterest is the biggest source of social traffic for subscription boxes. Yes, we were equally surprised. If you aren’t currently using Pinterest to market your subscription box, it’s time to rethink your strategy. With over 150 million active users, Pinterest has the power to drive a lot of traffic to your site.
Think about it, Pinterest is the only social network that people go looking for information and ideas versus socializing with their friends. This gives you a great opportunity to get your box and your business in front of people who are searching for your product. 87% of Pinterest users have made a purchase because of something they saw on the social platform.
In this blog post, we’ll discuss the 4 steps to getting started on Pinterest: Setting up your Account, Creating a Pinnable Pin, Getting Followers & Automating your Pins.
Setting up your Pinterest Business Account
The first thing you’ll want to do is set up a Pinterest Business Account for your subscription box. A Pinterest business account is very similar to a personal account, however, the business account gives you access to insights and analytics like daily & monthly views which can help you make smarter decisions about your Pinterest marketing efforts.
In order to sign up for a Pinterest business account, visit: https://www.pinterest.com/business/create/ and set up your account.
Creating your Pinterest boards
Once you’ve signed up for your business account, it’s time to start creating Pinterest boards for your profile. My recommendation is that you make the first board on your Pinterest account dedicated to your brand. As you can see in the example below, Cratejoy’s first board is “The Best of Cratejoy”. In this board, we pin everything pertaining to Cratejoy.
Once you’ve set up a dedicated board for your brand, you should create 6-10 boards relevant to your niche. For example, if you run a beauty box, you might want to set up boards for Popular Hairstyles, Skin Care, Makeup Tips, etc. in order to give followers content they may be interested in.
Once you have all of your boards created. You’ll want to find pins (the more the better) to pin throughout the day. I would recommend pinning anywhere from 25-50 pins a day to your boards. You should pin a handful of your own pins, along with other people’s high-quality relevant pins relevant to your niche. The more high-quality pins that you can pin the better. Pinterest’s algorithm favors boards that contain a lot of high-quality pins. High-quality pins include a graphically stimulating image and a high number of re-pins.
How to Create a Pinnable Pin
Now that you’ve got your business account set up and have a few relevant boards, it’s time to start creating pins for your content & products. Because Pinterest is such a visual platform, the key to being successful is to create compelling visual images for your content. You can do that by creating the right kind of image and a keyword rich description for your pin. The three aspects that make a pin ‘pinnable’ are: image must be a vertical image, the image needs a call to action, and features a keyword-rich description.
Vertical Image v. Horizontal Image
The first thing you’ll want to do is create a vertical image. While you may be used to creating a rectangle image for Facebook and a square image for Instagram, you absolutely need a vertical image (preferably 700×1100) for Pinterest. As users scroll the site, horizontal images appear small compared to their vertical counterparts and therefore are usually overlooked. So if you’ve been pinning horizontal product shots to Pinterest and not getting any repins, that’s probably why.
Call to Action
In each image, you’ll want to include a call to action which gives users a reason to click on the image and check out your website. You can do this by offering a free bonus upgrade (like an ebook, checklist, or guide) or use a teaser like the example above. In the FabFitFun image shown above, you’ll notice that the verbiage on the image teases the FabFitFun box, which incentivizes the user to click through and learn more. It’s not enough to get the user to pin the image, you also want to get them to your website. Having a clear call to action will help increase the number of clicks to your website.
The next thing you want to do is create a keyword rich description for your pin. Providing this type of description will allow your pin to show up in Pinterest searches and provide an opportunity to draw in new users. A good Pinterest description will not only inform the user what the pin is about but also entice the user to click on the image.
How to get more Pinterest Followers
Now that you’ve gone through all of the steps to get your Pinterest account humming, it’s time to start thinking about increasing your followers. The more followers you have the more eyeballs you have your content and the greater the likelihood that your content gets pinned and re-pinned. There are a few methods listed below that you can use to increase your followers:
Follow your competitor’s followers
If you are looking to increase your followers, one strategy you can use is to start following other pinners. You can start by going to your competitors follow list and start following the people who follow them. Pinterest does have a daily follow list (so you can’t go crazy) but you can do this each day to increase your follower’s list.
In order to find your competitor’s followers, visit their Pinterest profile & click on “Followers”. From there you will see a list of their followers and you can then send a follow request.
Follow people who follow you
Another way to find people to follow is to follow everyone who follows you. This may be a no-brainer, but if someone has taken the time to follow you, you’ll definitely want to follow them back.
Join Pinterest Share Groups
There are Facebook groups dedicated to helping entrepreneurs and bloggers build up their Pinterest profile. These groups usually have a daily share thread where members follow each other and pin their content. You can go to Facebook and do a quick search for Pinterest Share groups, you are likely to find several that you can join. Although time-consuming, this can be a great way to give your Pinterest account a boost.
The Power of Group Boards
One of the biggest mistakes (besides using horizontal pics) that we see is when people only pin an image only once. Don’t do that. You should be pinning & re-pinning your content regularly. Think about it. Content moves so quickly and your followers aren’t on Pinterest all day every day. So pinning it once and hoping everyone on your followers sees it is wishful thinking. The idea here is that you should be re-pinning the same pins and content frequently so that more of your followers can see the pins.
Now that you know you should be pinning & re-pinning your content, I’m going to let you in on the secret sauce to getting your content seen. Group boards. Group boards are boards that other pinners open up to contributors. Which means if you do it right, you could have access to pin to group boards that have many, many, many more followers than you do.
Now the question remains, how do I find group boards? You can use a website like “Pin Groupie“. Pin Groupie allows you to search by topic, niche or category and delivers a list of boards that fit that niche. Once you’ve found a list of boards, you’ll want to send the board owners a message on Pinterest asking if you can contribute to their boards.
For example, if you had a subscription box dedicated to camping, you could reach out to the owners of the “Love your RV” & “Camping” Pinterest boards which have over 17k+ members each. Once you get approval, you can start pinning your pins to their group board. Which means getting your camping products and content in front of 17K of your target audience.
Automating your Pinterest Marketing Efforts
Now that you are contributing to multiple boards as well as your own, you’ll want to automate your pins with a software like Boardbooster. Boardbooster, is a Pinterest scheduler that automatically pins to your group boards & loops your own pins to your boards.
The two main functions you’ll want to use Boardbooster for is the looping and scheduling feature:
Looping – You can set up Boardbooster to automatically re-pin your older pins on a recurring schedule. For example, you can set it up to pin the same pin to the board every 30 days. As you can see in the example above, we have set up Boardbooster to repin pins from the “Best of Cratejoy” board each day.
Group Boards – You can also use Boardbooster to automatically post your pins to the group boards that you belong to.
Now that you’ve gotten a basic primer at marketing your subscription box on Pinterest, leave your Pinterest account URL in the comments below, so we can follow along and support you!