4. Track & refine
Depending on your KPIs, the importance of each metric varies. If it’s sales, then you’ll likely want to drive link clicks. If you’re concentrating on brand awareness, you may want to monitor engagement and impressions.
There are a number of ways for businesses to measure success. For COAT, we believe that Pinterest works best for inspiring our customers and providing them with ideas and tips, so key metrics we focus on are engagement and reach.
As the platform is often used when planning and preparing for home improvements and DIY, we create content that is useful for our customers and can encourage them to purchase from us, when they’re ready.
Once you’ve defined your metrics, make the most of the various insight tools at your disposal, to review how content is performing. Here are a few you should know about:
We’d recommend reviewing your pin performance on a weekly or monthly basis to see what formats are performing well and which ones aren’t. Remember that content lasts a lot longer on Pinterest compared to other social networks, so some results aren’t as immediate. The key is to constantly review and to adapt depending on what resonates with your audience.
5. Connect with your audience
Make sure your personality shines through on Pinterest. Use it as an opportunity to deepen your connection with your audience and to use the platform as a way of engaging with them. Make your pins worth reacting to, create personalised messages to users who re-pin your pins, have conversations and interact with your audience.
Here’s an example of a pin where we answer a common question: