Case Study: Pinterest Marketing Strategy Plan for San Diego Fit Expo



Objective:


Optimize Pinterest as a search engine tool in order to drive website traffic, subscribe, buy tickets, and/or buy booths.


Leverage current website and social media content to build following, SEO, and improve Google ranking.


Target Market:


Businesses in the health + wellness industry interested in exhibiting

Men and women into body-building or want to gain a little muscle

Elite athletes

Men and women looking to get into better shape


Market/Competitors on Pinterest:


This audit was conducted based on health and fitness Pinterest profiles with a similar target market:


SD Health Fitness + Family Expo:

https://www.pinterest.com/sdhealthexpo/boards/


Mass Gain Source-Fitness,Diet and Bodybuilding Tips: https://www.pinterest.com/MassGain/boards/


Professional Bodybuilding: https://www.pinterest.com/professionalbodybuilding/boards/


Ideal Customer Avatar (ICA) Pinterest Business Profiles:



Set up Pinterest Business Account for SEO:


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.


Syncing claimed website:


Ensure Pinterest account is synced with Google analytics in order to track performance of all pins.


Infographics:


Create pins and infographics for blogs and other website content to build brand awareness. Infographics are not used to increase website traffic or Google Analytics.


However, infographics are useful for building brand awareness and increase Pinterest stats (repins/shares, followers, etc).


Infographics tend to go viral due to the high frequency of repins/shares. Users tend to pin infographics more often than text overlay pins as there is one less click to get to the content.


Setup Tailwind Tribes + SmartLoop:


Automate pins/infographics on Tailwind to post 25-30 times/day at optimal times. Join at least 3 Tailwind Tribes to increase engagement, shares and website traffic. Tailwind Basic Plan is $10/month.


Bio Profile Recommendations:


Display Name: The Fit Expo | Health + Wellness Tips

About: Connect with fitness celebrities. Sample the newest products + services. Participate in competitions + more! Join us: https://thefitexpo.com/city/

Location: California

Profile photo: Logo


Pinterest Board Recommendations:


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

1st board: FitExpo.com

2nd board: Health + Wellness Tips

3rd board: Body Building Tips

4th board: Fitness Expo Events

5th board: Healthy Recipes

6th board: Marathon Training Tips

7th board: Workout Motivation Quotes


Board descriptions:


Come to a show and immerse yourself in TheFitExpo experience. Whether you’re into body-building or just want to gain a little muscle, are an elite athlete or would simply like to get into better shape, TheFitExpo has lots for you to see, do, sample, and learn. Join us: https://thefitexpo.com/city/


Board cover: Use website logo (profile photo) for each board to build brand awareness


Pinterest Pin Recommendations:


  • Create pins and infographics directing to blogs, web pages and other social media accounts

  • For ex. Infographic on Workout Recovery Benefits: https://thefitexpo.com/road-to-recovery/

  • For ex. Pin titled: 3 Powerful Benefits of Workout Recovery Benefits

  • Keyword and hashtag optimize each pin title and description

  • Upload videos onto relevant boards


Keyword Analysis:


Optimize all boards, pin description, titles, account description, and bio profile using keywords that are curated for the 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 Pinterest and Google search bar and what competitors use in their pin descriptions/boards):

  • Health motivation

  • Health tips

  • Workout motivation

  • Workout tips

  • Body building tips

  • Weight training tips

  • Build muscle

  • Strength training

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:


#fitness

#healthylifestyle

#workout

#healthylifestyle

#loseweight

#burnfat

#wellness


Designs:


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


Create infographics for website content so that readers can repin directly from blogs and web pages.


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.


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.


Tailwind Tribes + SmartLoop:


In Tailwind pre-scheduling tool, 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.)

Related Content:


Pinterest SEO Marketing Guide

Pinterest Promoted Pins: Is It Worth Spending Your Money?

Videos: 5 Pinterest Tips to Grow Your Business Account


Other Pinterest SEO Recommendations:


Create workout motivation quote pins for motivation, personal development and healthy lifestyle. Quote pins operate like infographics (less clicks but high frequency 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.


30/60/90 Timeline:


Week-by-week breakdown of tasks based on above Pinterest marketing plan.


Week 1

Setup Tailwind SmartLoop/Tribes

Clean up bio, boards, descriptions, etc.

Week 2 + 3

Create graphics for blogs and web pages

Upload and pre-sched on Tailwind + Pinterest

AB test pins/infographics

Week 4

Promote pin(s)

Provide monthly stat report

Week 5-7

Monitor promoted pins

Adjust graphics based on data from promoted pins

Upload graphics onto Tailwind, Pinterest and blogs

Add 1-2 new boards based on new data

Week 8 + 9

Provide monthly stat report

Create graphics for product pages and new blogs

Upload onto Tailwind and Pinterest

Create group board/add members if needed

Week 10 + 11

Monitor group board

Create graphics for products and new content

Upload onto website blogs + other pages for sharing

Upload onto Tailwind and Pinterest

Week 12 onwards

Create graphics for new content, product reviews/testimonials + product pages

Campaigns directing to other social accounts

Upload onto Tailwind and Pinterest

Monitor boards, group board, and promoted pins

Tweak strategy according to any algorithm changes

Monthly stat reports


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!