3 Reasons Your Pinterest Marketing Isn’t Working


You know all of the reasons why Pinterest marketing is important—especially for e-commerce brands.

You know that Pinterest’s user base just keeps growing, and that it stands as one of the most popular and influential sites on the Web.

You know just as surely that Internet usage habits increasingly favor the visual—especially as tablets and mobile devices continue to dominate—and that the photo-centric bulletin boards on Pinterest offer some unique opportunities for companies to showcase their specific products.

You know all this, and perhaps have embraced a Pinterest marketing campaign, sharing some of your products, videos, and company blog posts on your own, branded bulletin boards. Hopefully this is working well for you, generating some solid social sharing and website traffic—but what if it isn’t?

The Right Account

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There are a few possible reasons why your Pinterest account may not be catching fire—starting with this: It may not be the right kind of account. It’s important that your brand be represented by a business account and not a personal one, as this will offer you some better opportunities for marketing anyway.

More to the point, though, when you set up your business account you’ll want to follow the steps needed to verify your account—to prove that you are who you say you are. This is a critical way to establish consumer trust!

Bad Board Theming

Another reason your pins may not be generating much action is that the boards you’re pinning them to are badly organized. Each one of your boards should have its own, clear theme—a product line or family, a specific niche, or an idea that unites them all. For instance, you could have a board for your stocking stuffer-sized products; a board centered on the idea of New Year’s resolutions and projects; or simply a board for your latest lineup of product offerings.

Failing to organize and categorize your boards leaves your Pinterest presence rather scattered, though—and users may not have the time or inclination to sift through it all.

No Way to Pin

A final thought: Pinterest is only useful to you if you can get your customers and social media followers to join in—to engage with you, on some level. This means providing them with an easy way to pin your blog entries and product pages. Do you have “pin it” buttons on every page of your website? If not, you’re missing some tremendous opportunities.

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