Case Study: Pinterest Marketing Plan for Finance of America Reverse Mortgage



Objective:


Set up Pinterest business account as a search engine tool to increase organic reach, collect data on leads, and increase conversions


Leverage website content, particularly articles, to build brand awareness and drive quality traffic to landing page


Target Market:


Men and women preparing for retirement, around 55 and older. The average retirement age in the United States among currently living retirees was 59.88 years old. The median left work at 62 years old, and the most common age to retire was 62 years old. 18.7% of retirees retired at age 62, and 63.1% retired between the ages of 57 and 66.


Market/Competitors:


This audit was conducted based on Pinterest business accounts with a similar target market and niche:



Pinterest Bio Recommendation:


Display Name: Finance of America Reverse Mortgage

About: Flexible retirement mortgage options to fit your needs. Use our reverse mortgage calculator + quiz to see where you stand: https://www.fareverse.com/retirement-readiness/

Location: USA

Profile photo: FAR logo


Pinterest Board Recommendations:


Start with 5 boards. Add 1-2 new boards per month to build SEO.


Board titles: Keyword optimized, curated, and ordered based on commonly searched topics


1st board: FAREVERSE.COM

2nd board: Retirement Planning

3rd board: Reverse Mortgage

4th board: Personal Finance

5th board: Health + Wellness


Board descriptions: A FAR Reverse Mortgage lets you tap into your home’s unlocked potential so you can realize your retirement goals. Use our reverse mortgage calculator + quiz to see where you stand: https://www.fareverse.com/retirement-readiness/


Board cover: Use FAR logo for each board cover


Pinterest Pin Recommendations:


  • Create pins and infographics that match current brand/logo colors

  • Create pins and infographics directing to each article and website page

  • Use consistent font for each pin (same font as website, sentence case)

  • Keyword and hashtag optimize each pin title and description

  • Upload any videos onto relevant boards


Keyword Analysis:


Optimize all boards, pin description, titles, account description, and bio profile using keywords that are curated for the weight loss niche.


The following keywords would help improve SEO when inserted in pin descriptions. Use only when relevant for the content as Pinterest algorithms can detect keyword stuffing.


Keywords for target market (based on conducting a keyword search at the search bar and what competitors use in their pin descriptions/boards):


Mortgage Tips

Mortgage

Reverse Mortgage

Retirement

Retirement Planning

Financial Planning

Personal Finance


Hashtags:


In addition to using relevant hashtags, the placement of the hashtags matter. Hashtags in account descriptions, board titles, board descriptions or profile names are not clickable. The only place hashtags can be clicked and searched are in a pin's description.


Pinterest hashtags are not used the same way as Instagram, FaceBook, Twitter or other social media platform hashtags. Pinterest algorithms are unique just as it is more of a search engine platform.


Plural vs singular search terms: Words ending with or without “s” are considered different search terms. For example, #pinteresttip versus #pinteresttipS. Singular and plural are not interchangeable when it comes to hashtags on Pinterest.


Use both singular and plural if there are two images directing to the same blog post, web page, store listing, etc. Also consider other popular variations such as words that end in "-ing".


The following hashtags help to increase visibility when inserted in pin descriptions. Use only when relevant for the blog as Pinterest algorithms can detect hashtag stuffing:


#retirement

#mortgage

#financialplan

#financialplanning

#personalfinance


Rich Pins:


If using WordPress, install Yoast plugin to help with SEO and allow for Pinterest Rich Pins. Rich Pins provide more context because they show extra information directly on a pin.


For instance, Product Pins make shopping easier as they include real-time pricing, availability and where to buy the product.


Infographics:


Infographics are not used to increase website traffic or Google Analytics stats. Users tend to pin infographics more often than text overlay pins as there is one less click to get to the content.


However, infographics are essential for building brand awareness and increasing Pinterest stats (repins/shares, followers, etc). Infographics tend to go viral as there is one less click for pinners to get to the content.


A/B Testing:


Consider creating 2-3 pins for each blog post, web page, etc. Change up titles and images to conduct an AB test in order to see which title/image resonates with the target audience. The pin that does the best in terms of repins and clicks is the pin that should be shared to Tailwind Tribes and be added in SmartLoop. It should also be the pin that gets promoted if considering running ads.

Related Content:


Pinterest SEO Marketing Guide

Pinterest Promoted Pins: Is It Worth Spending Your Money?

Videos: 5 Pinterest Tips to Grow Your Business Account


Pinterest SEO Timeline:


There are many factors to consider when trying to figure out how much time SEO will take to be successful. Websites typically can see results in 4-6 months.


Pinterest accounts can see results in 4-6 weeks. When major changes are made to pins and boards, stats tend to go down the first 2-3 weeks then slowly pick up and build momentum once SEO kicks in.


Tailwind Tribes + SmartLoop:


Set up SmartLoops for most popular pins to be automatically reposted to boards so that popular pins make it back up to the top of the board feed.


Pre-schedule all pins/infographics to post at optimal times each day. (Optimal times to pin are determined Tailwind algorithms.)


Other Pinterest SEO Recommendations:


Consider using only original photos. Frequently used stock images tend to impact the number of repins/shares over time.


Consider quote pins for workout motivation, personal development and healthy lifestyle. Quote pins operate like infographics (less clicks but a lot of repins).


Consider promoting pins with the highest clicks in order to collect data and insights into consumers on Pinterest. Collected data can be used to improve keywording and designs of non-promoted pins as well.


Make money on Pinterest with simple marketing strategies. It doesn't happen overnight. But, the possibilities are Pinfinite! Not sure where to begin? Start with a FREE Pinterest Audit!

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