Pinterest small and midsized business marketing lead Lisa Fong shared six steps that the 1.5 million-plus brands on its platform should go through prior to pulling the trigger on ad campaigns aimed at some of its more than 250 million monthly users.
Fong wrote in a blog post Monday:
- Create a business profile: Fong wrote that in order to begin advertising on Pinterest, brands must either create new profiles or convert their existing profiles into business profiles. Either way, Pinterest will automatically create an ad account associated with that profile.
- Find your audience and learn how they use Pinterest: Pinterest’s Audience Insights tool provides data on what brands’ current audiences are interested in. Or, its Insights page details groups of people by interest and the best ways to reach them.
- Choose a clear campaign goal: Brands should determine what they want to gain from their ad campaigns, choosing between objectives including brand awareness, product awareness and conversions (both online and offline).
- Install the Pinterest Tag: Once the Pinterest Tag is installed on a website via a “short snippet of code,” brands can track what Pinterest users do on their site and retarget those who have shown signs of being interested in the brand.
- Create compelling creative: Suggestions include keeping Pins vertical (the ideal ratio is two-to-three, or 1,000 pixels wide by 1,500 pixels high), including “eye-catching imagery” to stop mobile users in mid-scroll, ensuring that copy is clear and straightforward and consistency in Pins and landing pages.
- Choose a start date: Fong issued a reminder that people use Pinterest to plan ahead, so brands must be quick on the draw, particularly for seasonal moments such as Halloween and New Year’s. Pinterest’s Possibilities Planner can help determine the right start time to shoot for.