Creating a holiday marketing strategy on Pinterest should be your top priority this week. You should be at least starting to implement some of the holiday marketing strategy we are going to be talking about in this post today.
You’re going to have your Pinterest marketing strategy for the holidays and moving into 2022. Let’s dive in.
I am going to give you a couple of holiday ad planning tips and some holiday marketing tactics that you can use in your organic or paid marketing strategies.
So if you haven’t already, it’s time to start creating some new imagery for your marketing campaigns that have a more holiday feel. Think Christmas imagery, Christmas colors, and holiday keywords that are targeted to your brand and to your audience.
You will want to start refining your current ad sets and moving them from consideration campaign budget into the conversion campaigns for your brand. That way you are optimizing more for the events that you actually want to happen in your ads strategy.
The further you get into the holiday season, the more your budget needs to be consumed into those conversion campaigns for the events that are happening like checkouts and add-to-carts.
So one strategy that we actually like to use to acquire a cheaper customer overall is to run top of funnel consideration campaigns where we are just driving traffic. Underneath that middle of funnel, we will have a conversion campaign happening where we optimize for add-to-carts or add-to baskets (for my UK and Australian students).
I like to run the add-to-carts in conversion, and that may be a really great strategy for you right now as you prep for Black Friday and Christmas shopping in your ads.
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As we move into November, especially into December, the holiday shipping time frames will be longer. We are already seeing a bottleneck in our supply chain here in the US, especially with all the ships off the coast of California. We see a lack of people in the ports who can get goods into the US onto the trucks. Fewer truck drivers are available.
Make sure you are getting with your suppliers who are shipping goods and the people who are doing the actual shipping. So whatever shipping service you are using, make sure you are in contact or at least on their sites figuring out what your own shipping timelines are going to be.
You should be making that clear in your ads and on your landing pages for anyone shopping for the festival season through your ad strategy.
I just want to make sure you know it will be an issue this holiday season, so you want to be prepared, especially when putting ad money behind your holiday marketing strategy.
Use the tactics that we will talk about here in the ads strategy. It deals with imagery and what you are placing on the images.
Pinterest is a full-funnel marketing platform. People are here before they are interested, when they are problem aware, all the way through to when they are solution aware, and they know that you are the product or the person to fit their need.
As a result, you as a content creator or an e-commerce shop owner can create content in the form of Pinterest images that speak to each part of that journey. Let’s break down a couple of examples of best practices that you can use in your holiday marketing strategy.
Create awareness-based content that helps people to plan. Since pinners are planners, they are on the platform actively planning their holiday season.
Create awareness-based content in multiple areas that helps them with that phase of the customer journey before they are ready for your product.
Create decision-making pins that incorporate those holiday elements that help people understand their options related to your products, services, or your content. Use very strong call to actions for people to click through. These call to actions can be ‘shop now’, ‘buy now’ or ‘learn more.’
We really want them to understand that they have options, and this is more of that consideration phase of the journey. They can click on through and figure out what that option is going to be for them and if it is going to be a good fit.
The next and the last phase in a full-funnel image strategy, at least on Pinterest, is to create really strong imagery with strong branding that showcases the product that you may be selling in your holiday marketing strategy this year.
Use really strong brand logos or websites as well as a very strong call to action. One inclusion you can make on this bottom of funnel pin creation type is pricing.
This part of the journey is actually the product that we want them to know about. They have this problem, you have the options, now here’s the solution, and by the way, here’s the price.
If you need examples of that, look at your competitors on Pinterest to see what else they are incorporating. If you are running ads, you have this option where Pinterest will help you create two pins for your ads strategy for free.
I like to look on Pinterest, especially the big brands, just to see what they are doing right around the holiday season and mimic that in my own strategy.
Take your content and create a holiday vibe around your pins. So regular branding palettes can be pushed aside for now. You can use a branding palette that is Christmas-themed. Maybe you can use more Christmasy or gift-giving themes.
If you are not religious, you have an agnostic kind of feel to your brand; you can still incorporate elements like Christmas trees, garland, ornaments, and boxes and give it that sort of vibe.
If you are not religious, you have an agnostic kind of feel to your brand … elements like Christmas trees, garland, ornaments, and boxes and give it that sort of vibe.
You can use those elements in your Pinterest images as well as using phrases like gift guides. Or create gift guides for your brand and incorporate your products into your own gift guides. I think that is a great way to bring that holiday element into your marketing strategy.
Take your evergreen content and repurpose it into a holiday feel. For example, if you have a party planning guide where you teach people how to plan a party, then you can take that and spin a little bit and create a pin or a series of pins that tell you how to make a holiday party or how to plan a holiday party.
Take your evergreen content and make it into something that is more holiday-specific, targeting more of those holiday-specific keywords. You can do this with any number of evergreen pin styles and keywords. You pretty much can find holiday-specific things and turn your evergreen content into more of a trend-based piece of holiday content.
Just because the pin is Christmasy and they land on that content, or it is not necessarily Christmasy in nature, that does not mean it is not relevant now. So if you do have value-based content that you can turn from evergreen into holiday and make it very timely, then that is a great strategy to employ during the holiday season.
I already mentioned gift guides, but now is a great time for creating gift guides for the different segments of your audience. Many of our clients have already created gift guides in the years before this because this is the best practice that we guide them through.
If you haven’t ever created a gift guide, I would encourage you to go on Pinterest and search for gift guides related to what you sell or what content you create and see if you can mimic that in your own brand. Many creators will actually create a lot of Amazon wishlists and use Amazon links throughout the content, especially if they do not sell their own products.
Many creators will actually create a lot of Amazon wishlists and use Amazon links throughout the content, especially if they do not sell their own products.
Now, if you have an e-commerce store and sell your own products, I would highly encourage you to create gift guides specific to your audience or customer, incorporating your products throughout. Show them how they can use it, show them the benefits, and then showcase the product and encourage them to add it to their cart from your content.
Another great tip that you can use right now, especially if you are an e-commerce seller or a content creator and have reward-style affiliate links, is to create idea pin gift guides. You can actually tag the products in idea pin slides.
If you need a tip or tutorial on how to do that, then make sure you head on over and reference my shoppable idea pins video, and you can see exactly how to tag your products in your idea pins. This is a way to monetize your idea pins for the holiday season, especially your gift guides.
The last tip I have for you in this tactics section is not to forget the after-Christmas crowd. Many people, especially in the US, are buying gifts after Christmas because they know that a lot of retailers run sales after Christmas.
This is an excellent time if you are running ads through the holiday season and if you want to beat that shipping time constraint that you may run into. You may pick up and run some more ads after the holidays are over (the day after Christmas and beyond).
Even during the week of Christmas, many people have turned off their ads because they know shipping is not going to be possible. Just make sure that it’s really clear on your website that this is your after-Christmas sale if you are running a product sale on your e-commerce store.
So, don’t forget your after-Christmas crowd and your New Years’ crowd. They are looking for deals even after the holiday is over. Not everyone gets to spend time with their family on Christmas. They may go before, and they may go after.
Don’t forget your after-Christmas crowd and your New Years’ crowd. They are looking for deals even after the holiday is over.
If you need help developing a marketing strategy, make sure you join Pin Profit Academy. We are helping creators every single week to launch their own Pinterest marketing strategies with ease. We do live strategy builds and hot seats.
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We have monthly Q&A calls, and I am always welcoming new members. I hope to see you on the inside. In the meantime, watch our Pinterest Marketing Strategy playlist, so you know how to get started with your Pinterest marketing strategy in 2021.
Heather went to school for accounting and worked for years in banking and finance. After finding all of that entirely too boring she started her first blog in her basement in August of 2016. She has started 3 blogs in the marketing, motherhood and travel niches and used Pinterest to grow them all. She quickly became the go-to Pinterest strategist in her peer circles and has been implementing strategies, driving traffic and sales through organic and paid tactics for her clients. On this blog and her YouTube channel she educates the public about clear and transparent marketing strategies to help them to grow on Pinterest and in other places online.