Creating a Pinterest Campaign

After learning how to pin pages without images, we realized that an entire campaign could be built on Pinterest – not previously imagined.

Users of our Marketing Calendar Blueprint product know that the marketing of a campaign is only part of the overall business marketing calendar. Determining when that campaign should start and stop, integrating that campaign with SEO, buyer mindset and 3 other factors were important as well.

The addition of Pinterest to that matrix provides additional traffic, insurance against SEO changes, a method of capturing user intelligence like never before available. and the ability to repurpose images one more way.

Taking cues from Chapter 3 in the Marketing Calendar Blueprint, let’s look at Google Trends to see when we should start and end a campaign for “4th of July Party Ideas”. You can see that 4th of July search starts in June and ends on July 5th or 6th. You can also see that alternate search phrases like “Independence Day” follow the same pattern at a much lower volume.

Planning the Campaign

So we can see that our campaign should start June 1st for SEO purposes, June 15th for traffic purposes and end no later than July 6th for backlinks indexing. From what I’ve seen on Pinterest, as long as your image is within 45 days of the holiday, it’s going to get repinned (properly designed).  However, make sure that your not driving traffic to a site that’s currently featuring a different campaign if you decide to use Pinterest before major search starts.

So using our keyword tool and the Adwords contextual targeting tool, we should be able to come up with 10 to 15 terms that would attract the audience we need to our “4th of July Party Ideas” campaign. Hopefully we’ll have completed that research months in advance and have written the necessary posts, and have correctly linked them together.

Not only will the keyword tool tell us what paragraphs to include in our post, but what pages to build and what the focus of those pages should be. That’s the SEO campaign perspective.

Take a look at that list from an image perspective

How many of these keywords conjure great images? 4th of July recipes makes me think of red, white and blue desserts like Strawberry, Blueberry Whipped Cream mousse. 4th of July games makes me think of kids playing croquet, and 4th of July decorations makes me think of flag banners and patriotic tableware.

If you can pin pages that don’t have corresponding images, you can pin images that don’t have corresponding pages! That means we could create the page 4th of July Party Ideas and include however many images as we want, let’s say 3. Then we can create 23 more images and link them to the original page. I chose 23 because we could then post one image per day driving traffic back to our post. Keywording them with the keywords we harvested will add some link juice as well.

Remember in the automation section of the Marketing Calendar Blueprint, we can also automate this with Pinerly so the images are uploaded and scheduled months in advance. In fact while the 4th of July traffic is happening, we could feasibly be working on Thanksgiving and Christmas which would mean we could spend more time with the family during that busy period.

Pinterest Intelligence Gathering

Let’s suppose that we’re on Day 10 of this campaign and the image showing the strawberry/blueberry dessert is getting the most “likes” and “pins”.  Would that be enough intelligence to go ahead and add a second page with more of those ideas? Would that be the kind of intelligence you need to dictate what you send your audience via email, what you write posts about, what kind of photo to put on the cover of your book. . . Wouldn’t it give us a ton of great knowledge you could analyze along with the SEO?

Got any ideas on how you could use this knowledge? Please share in the comment section below.