Pinterest recently announced a new functionality – ‘The Pinterest Guided Search‘.
Pinterest claims it’ll be the new way to find what you’re looking for. So, what does this mean for Brands and how can Brands leverage the new Pinterest Guided Search? Read on to find out 12 ways Brands can take advantage of the new Guided Search.
1. Know your ideal Customer better – Pinterest is great for visual stimulation but sometimes, all the information can be a bit overwhelming. Go to Pinterest and search keywords that you want your ideal customer to use when they’re looking for you and see what long tail keyword variations come up.
For example, when I searched for the keyword ‘Infographics’, keyword variations like ‘Infographics Business’, ‘Infographics for kids’, ‘Infographics design’, ‘Infographics health’, etc came up.
2. Steer Deeper into Search – After you select a particular keyword, the new Pinterest Guided Search will show you relevant Guides that you can dig deeper into.
So, when I selected ‘Infographics’ as the keyword, Pinterest showed me Guides which are essentially subcategories of my main keyword ‘Infographics’. These Guides are Infographics related to Design, Healthcare, Business, Food, Marketing, Social Media, etc.
You can use this information to target customers from a particular industry for example, the ideal customer for Social Strategi will be interested in Business, Marketing or Social Media Infographics.
3. Add your own Search terms – If you cannot find the Guide that your product or service best fits into, you can search with your own custom search. Use this information to see how your Brand competitors are using Pinterest to drive inbound marketing. Here I added my own term ‘Socialmedia’ to the ‘Infographics’ keyword and ‘Business’ Guide.
4. Create Visually Stimulating Boards – Now, you have the research and the necessary data to get the attention of your right target audience. Create Visually Stimulating Pinterest Boards.
5. Focus on Discovery – Pinterest is a discovery tool. Focus more on discovery rather than finding. Pin engaging visual content.
6. Be descriptive – Use the right keywords and detailed description for each pin so that it comes up easily in search and shows up for the right keywords.
7. Educate – Focus on providing value rather than selling by educating your audience.
8. Solve Problems – Help your ideal customers in finding solutions to their problems by pinning the right content.
9. Become an Expert – Customers trust Brands when they recognize them as a subject matter expert.
10. Increase Brand Authority – Pin relevant content, participate in the Pinterest community and create a Brand Authority. Your ideal customer will most likely come to you than your competitor because of your established brand authority.
11. Target Mobile – Since Pinterest is rolling out the Guided Search first for mobile devices, target your ideal customers on mobile devices like iPhone, iPad and Android.
12. Curate and Create – Content is King and original Content is the holy grail of Content Marketing. However, don’t just pin your Content. To be known as a subject matter expert and to establish brand authority, don’t be scared of curating the best content on the web in your Boards and Pins.
Over to You – How are you using the new Pinterest Guided Search? Share with us your strategies and what’s working for your Brand in the comments below.