Marketing on social media is a big part of blogging. It can also be one of the most time-consuming! Since you spend a significant percentage of your work time on marketing tasks, you want to get the best return for your investment possible.
The more effective you are in your marketing strategies, the more you will see it reflected in your bottom line. I’m talking about more subscribers, more clients, more sales. All the good stuff!
You achieve this by refining your strategies with decisions informed by analytics.
Explore the Analytics available to you
When it comes to Pinterest, there’s a wealth of information available to you to help you determine where your marketing strategy is excelling and where you have room for improvement. Here are three of the most popular and informative options you can access.
Analytics are readily available to all business profiles in Pinterest. If you have a business account, you should see a link in the upper left corner of your screen called “Analytics”. When you click on it, a dropdown appears. You want to choose “Profile” from the list.
The screen that comes up gives you information specifically on the performance of pins you’ve added to your account, boards you’ve created, group boards you’ve joined, and information about your audience.
If you haven’t already set your profile up as a business, here’s a great article that walks you through the process of setting up (or converting to) a business account.
If you haven’t signed up to monitor your website with Google Analytics, I highly recommend it. Here’s a link to walk you through the process.
I admit that while it makes my brain hurt to dig into Google Analytics, this service offers valuable information about how social media is referring people to your site.
To find your top referring pins open your Google Analytics Dashboard. Click on Acquisitions –> All Traffic –> Referrals. A list of social media referrals pops up and if you click on Pinterest.com, your top ten referring pins will be listed like this:
To find your top referring posts click on Acquisitions –> Social –> Network Referrals –> Pinterest. This will bring up a list of the posts that are attracting the most social media traffic.
Pinterest’s analytics give you some great insights, but I highly recommend you sign up for a Tailwind account and check out the analytics available through this service. Tailwind analytics are my favorite because the platform has some features that allow you to sort and filter the information to get the answers you need with the least amount of fuss.
If you aren’t using Tailwind, sign up for the free 30-day trial and give it a test drive! Here’s a link to get your free month plus a $15.00 credit toward a plan if you should choose to sign up for the service. You don’t have to enter a credit card or anything to try it out, so you have nothing to lose by investigating the service.
Once you’ve set up your Tailwind account, you can access your Tailwind analytics by going to your account Insights as shown in the picture.
You’ll find all kinds of detailed information about your last 5,000 pins, your boards, and your profile, etc.
What Not To Obsess Over
When looking at the analytics available, there are lots of metrics to evaluate. Some of them are more important to your strategy while others are just good to know.
Views – I see it all the time, people bragging about the number of views they receive on Pinterest. I admit, I’ve gotten caught up in the views craze at times too. Views are the number of people who’ve looked at content from your profile over the course of the month. While you want to get eyes on your pins, the magic comes when you get clicks and re-pins. So don’t feel like you will sink or swim based on the number of views your account gets every month.
Impressions – Like views, impressions are the number of times your pins appeared in someone’s feed or showed up in a search. You want to get your pins seen however if the viewers don’t engage with the pin, the impression has gained you nothing. It’s more important that people are interacting with your content.
If you practice good SEO techniques and pin often, your pins will find their way to your audience via the Pinterest algorithm and in keyword searches. I share detailed information on how to improve your Pinterest SEO techniques in “10 Easy Pinterest SEO Tips To Increase Your Traffic”.
Metrics To Give Serious Consideration
Taking a look at which pins received the most attention on your account over a space of time can help you determine important factors like which topics resonate with your audience, which pins had great designs or catchy headlines, and which pins had the best SEO.
If all your most popular pins this week had punchy red lettering on them, maybe that eye-grabbing type is worth repeating. If pins with a certain headline style continue getting the most clicks, work on making more headlines fit that pattern. When pins with cats in the background get 50% more clicks than any other background image, use more cats pics and so on.
[bctt tweet=”Analytics can help you zero in on the topics your audience is most interested in, and give them more!” username=”authorlisamills”]
Each of the analytics tools mentioned above allow you to input a date range, so don’t be afraid to pull up the pin stats for the last week, the last month, and even the last quarter to see what patterns emerge.
Questions To Ask:
- Which pins were most popular? And why were they popular?
- Was it the topic? The design? Did you have an incredibly compelling headline on that pin?
- Which pins got little or no attention? Why?
- Was the design lame? Is the headline boring? Was your audience not interested in that topic? Is there another reason you can think of?
How To Respond:
- Try to capitalize on the most popular pins. Reschedule them for another appearance on some of your most engaged boards.
- Create new pins for your most popular posts.
- Find more boards to pin them to.
- Make updates to less popular pins to increase their effectiveness. Better graphics or a more compelling headline might generate more interest in a pin and the post it represents.
- Always be working to improve your graphics, headlines, and pin descriptions to increase engagement. If you need help in that area, read “10 Tips For Creating High-Performing Pinterest Images”.
Your Pinterest and Tailwind analytics both contain feedback that allows you to see which boards received the most attention from your audience. By examining the boards that rank in the top 5 or 10 in popularity on your account, you can determine which topics appeal to your audience. Remember to look beyond the impressions and examine how many clicks and re-pins you are getting on boards. While it’s great to have people looking at your boards, engagement is a better measure of interest.
Low impressions on a board can be a sign that your audience is not interested in that topic. It could also mean you didn’t pin as actively to that board for the month. Poor SEO on a board could also keep it from getting noticed.
While you’re looking at board analytics, it also pays to use Tailwind analytics to evaluate the effectiveness of your group boards. Check the Virality score and the Engagement by clicking the small arrow in each column as shown above. Then click on the board name of top boards and see which of your pins have been re-pinned from the group board. Just because a board has a high engagement rate doesn’t mean that your pins are getting engagement. Don’t invest time and energy into group boards that aren’t giving any return.
Questions To Ask:
- Which boards received the most impressions? And the least?
- How many clicks and re-pins did a board receive?
- Which group boards are ranking highest in vitality and engagement?
- Am I getting a return on my investment for the time and effort I am putting into this group board?
- Are there any group boards that have become spammy that I should leave?
How To Respond:
- Schedule pins to your high-performing boards regularly. Take advantage of the popularity to get more pins in front of your audience.
- Consider creating another board focusing on a different keyword for high-traffic topics. For example, if “Affiliate Marketing” is a high-performer, considering creating a “Passive Income” board too. The content on the boards is essentially the same, however, you get double the exposure in the search algorithm by targeting both words.
- Make an effort to add pins more regularly to lower-performing boards and see if they come up in the rankings.
- Determine whether you could improve your SEO and keywords on boards that continually perform below expectation.
- Leave under-performing group boards.
- Look for new group boards and Tailwind Tribes that focus on your niche and have high engagement rates.
Are you gaining followers every month? While followers are not as critical on Pinterest as they are on other social media sites, they play a role in helping Pinterest determine how much weight to give your content in the algorithm. Ideally, when you pin to your boards, you want to get a handful of re-pins from your followers right away. This tells Pinterest the content is engaging.
[bctt tweet=”Never pay for followers! Followers who aren’t engaged with your content won’t help you at all. ” username=”authorlisamills”]
This is one of the reasons you don’t ever want to pay for followers or participate in follow-for-follow threads with people who aren’t really interested in your niche. Followers who are not engaged with your content aren’t helping you at all. Focus on your Pinterest SEO and be patient. Your followers will grow organically.
Questions To Ask:
- How many followers on average am I gaining?
- Are my followers able to find my profile and my boards in a keyword search?
- Am I pinning often enough and at optimum times to attract my audience? (Tailwind analytics can help with these questions.)
- Are there topics/boards I could add to my profile to attract more of my ideal audience?
How To Respond:
- Invite your mailing list to follow you on Pinterest once a month.
- Put a “follow me” widget on your site, or make a nice graphic that you can add to posts or a sidebar.
- Update your Pinterest SEO to be sure you’re attracting your ideal audience with keywords that they’re searching for.
- Check to see where your profile and boards rank in searches for your primary keyword terms.
- Experiment with your keywords to see if you can get your boards and profile to rank higher in searches, making it easier to find you.
Pinterest analytics are a great way to inform your future content plan. I love Pinterest analytics for the clear view I can get of the topics that are gaining the most interest on my account. Without fail, I typically have three to four of my top five pins relate to one subject. It’s not uncommon to find boards related to those topics in my top 5 as well.
[bctt tweet=”The best way to plan a successful content calendar is to examine your analytics for your most popular topics.” username=”authorlisamills”]
Examining your analytics for popular topics can help you plan a successful content calendar for the future. If you know your audience likes this topic, doesn’t it make sense to give them more of what they want and enjoy the traffic and interest that comes from feeding a hungry audience exactly what it’s asking for?
Questions To Ask:
- Which topics were most popular in my pin analytics? What boards were most popular?
- Which topics didn’t get much attention?
- What topics is my audience interested in that I’m not covering? (Look for pins from other profiles that generated high re-pin rates on your account.)
How To Respond:
- Develop ideas for 5 to 10 more posts on topics that have received the best response.
- Create more pins for popular posts and topics to encourage interest in your established content.
- Find affiliate programs related to your most popular topics and write reviews and tutorials.
- Explore pins from other bloggers that are getting a high re-pin rate in your analytics that you are not covering and write articles.
- Join group boards or tribes that focus on your most popular topics.
As an online business owner you should continually be working to refine your marketing strategies and increase your effectiveness. This can mean testing out pinning more often or less often. You might be evaluating interest in new topics you want to expand into. Maybe you’re trying out a new pinning strategy (manual vs. schedulers).
Whenever you try something new, you should keep careful records of your results so you can evaluate the effectiveness of your efforts.
Questions To Ask:
- How is my strategy progressing?
- Am I getting the results I expected?
- Where is my strategy under-performing?
- How can I adjust to strengthen and improve my system?
How To Respond:
- Schedule regular evaluations to monitor the progress of a new strategy.
- Record analytics so you can follow progress over time.
- Make adjustments as needed then follow up with further evaluation to track effectiveness of revisions.
The process of in-depth analysis may seem daunting, which is why many bloggers simply try to skip this step. However, each time you analyze, you learn something new. Each time you adjust your strategy to eliminate weakness and play to your strength, you become more effective. You sharpen, refine, and perfect your methods. Over time, you’ll develop the exact right strategy for you, your audience and your business, which translates into success.
Taking your Pinterest marketing strategy from average to great begins by taking the time to analyze the results of your latest efforts. I know it’s a big project, but you got this!
Looking for more tips to take your Pinterest marketing to the next level? Join my 10-Day Pinterest challenge that gives you easy, actionable steps that help you get the most from your Pinterest marketing efforts!