Case Study: Pinterest Marketing Plan + Strategy for LOVIDIA



Objective:


Optimize current Pinterest business account as a search engine tool in order to increase organic reach, collect data on leads, and increase conversions


Leverage current product page and website content to build brand awareness and drive quality traffic to product page


Target Market:


Women over 18 seeking to control hunger and manage weight.


Market/Competitors:


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


WW: https://www.pinterest.com/ww_us/

Avocadu: https://www.pinterest.com/avocadulife/

Health Wholeness: https://www.pinterest.com/healthwholenessliving/

TLS Weight Loss: https://www.pinterest.com/tlsweightloss/


Pinterest Bio Recommendation:


Display Name: Lovidia | Healthy Weight Loss (vs Lovidia Hunger Control)

About: Healthy weight loss for women. Make weight loss sustainable with our all-natural hunger control formula. Free sample pack: lovidia.me/sample

Location: San Diego, California

Profile photo: Update to Lovida’s current logo/favicon


Pinterest Board Recommendations:


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


1st board: Lovidia (vs Lovidia Wellness + Weightloss)

2nd board: Weight Loss (vs Low Calorie Meals)

3rd board: Healthy Recipes (vs Be Food Smart!)

4th board: Healthy Living (vs LOV A Healthier You!)

5th board: Workouts (vs Move More!)


Board descriptions: Healthy weight loss for women. Make weight loss sustainable with our all-natural hunger control formula. Free sample pack: lovidia.me/sample


Board cover: Either use same font as website or no text overlay (instead use Lovidia logo for each board’s cover)


Pinterest Pin Recommendations:


Create pins and infographics that match current brand/logo colors

Create pins and infographics directing to each blog, product page, website page, social media accounts

Use consistent font for each pin (same font as website menu bar is ideal)

Keyword and hashtag optimize each pin title and description

Upload any product 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 Lovidia’s target market (based on conducting a keyword search at the search bar and what competitors use in their pin descriptions/boards):


Weight loss tips

Weight loss

Weight loss motivation

Diet plans to lose weight

Diet plans to lose weight for women

Diet meal plan

Lose weight


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:


#loseweight

#weightloss

#healthyweightloss

#healthydiet

#mindfuleating

#healthyrecipes

#fastweightloss

#loosebellyfat

#workouts


Leverage More Micro-influencer Reviews (starting Week 12 onwards):


Create 2:3 aspect ratio pins for products so that readers, particularly Pinterest micro-influencers, can pin directly from website product page.


Create infographics for products so that readers can repin directly from product page.

Example Pinterest micro-influncer: https://www.pinterest.com/mommykaties/


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.


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.


Related Content:

Pinterest SEO Marketing Guide

Pinterest Promoted Pins: Is It Worth Spending Your Money?

Videos: 5 Pinterest Tips to Grow Your Business Account


Tailwind Tribes + SmartLoop:


Relevant Tailwind Tribes to join: Healthy Living + Lifestyle; Health + Wellness


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!

Access the FREE Pinterest Audit Template!