One thing is to Pin in Spanish. Another one is to achieve your marketing goals for the Hispanic market.
Pinterest has created a platform that presents you with an outstanding opportunity: engage consumers who are actively looking to learn more, buy, try or use your product or service. Since its launch, Pinterest has been a visual search engine and the first social commerce platform.
Why is user’s intent so important? You will spend less time converting a prospect into a client when their intent is to purchase what you offer. Understanding the platform’s nature means understanding what people do on Pinterest and why. Unlike other platforms where brands have to pay for play, one of the freebies Pinterest provides brands with, are Product Pins (Buyable Pins are also free.)  Not only because they pull the information directly from your website markup for its creation, but because when the product price drops by 15% or more, Pinterest will notify the interested pinners via email of the drop in price.
Yes, you heard me right, 83% of active pinners would rather follow their favorite brand than their favorite celebrity. Hispanics look at Pinterest for guidance on trends, styles, and new things to try, especially if related to Hair & Beauty, Women’s Fashion, Gifts and Photography. Furthermore, Millennials and Gen-Z being the most racially diverse generations as of yet, and with 79% of millennials saying that “Pinterest is a guide to life and a place to teach me how to do things,” the Pinterest market opportunity just became even larger.
According to Ahalogy’s study, Hispanics who are extremely active on Pinterest are also extremely active on Facebook and spend an average of 36 minutes per visit on each platform.
About half of Hispanics surveyed, indicated that their Pinterest usage has increased in the past year and more than 50% of Hispanics shared that they had purchased something because they saw it on Pinterest. Only 21% of Hispanic Active Pinners don’t like seeing Promoted Pins, down from 25% in 2014. From personal observation and my own professional experience, Promoted Pins fare better amongst the Hispanic community on Pinterest than Buyable Pins. 1First, develop a Pinterest strategy that is in alignment with your business and marketing strategy and define your Key Performance Indicators (KPIs) you will use to measure success. Proof of this, is the success I had on Pinterest (measured by the targeted traffic drawn to the site) with quotes in English on the image and a Spanish description of the quote and vice-versa.
It is also important to understand all the various cultural aspects that make up the Hispanic market – it’s not monolithic, for example Cuban-Americans have different interests and values than do Mexican-Americans. Google Analytics is my next source of information. It allows me to look into my pinners demographics by analyzing language, geo, interests and behavior of these Pinners on my client sites. I’d like to profusely thank both Ahalogy and ViralTag for being so supportive of Target Latino and me. Thank you Ahalogy for sharing your study with us, I hope I did honor your effort and your tremendous interest in helping brands market to Latinos on Pinterest.
Thank you to the ViralTag team because they asked me to podcast my knowledge of how to successfully market to Latinos on Pinterest.
Last but not least, one additional tip on interpreting Pinterest results: Always consider the whole story and not just one Pin who did or did not go viral. In this article I will explore the importance of backlinks and give you practical tips on how Pinterest SEO can assist in building them that you can put to work right away. The only way to avoid a spam penalty from Google is not by trying to hack your way onto relevancy through magic formulas or schemes. You may continue paying for play on Facebook to have your content be seen or appeal to the newsy nature of Twitter, but for staying power and evergreen content there’s almost nothing that beats Pinterest.
If you are already using Pinterest, your analytics report will show you which pieces of Pinterest content earned a referral click. Second, when commenting on a blog you usually have a chance to add a link back to your site.
Third, it helps search engines build an association between your website topics and the topic selected.
Fourth, your leaving great comments on other relevant blogs could lead to genuine opportunities as a guest blogger. Those particular Pinterest users will be more likely to share your content as they have shown an inclination for it. Make it a point to evaluate the content that pinners have shared from their website directly because that’s the most enticing content for them to share on Pinterest. Write good descriptions for your images with searchable keywords and try to avoid hashtags.
Therefore, it’s a good idea to develop Pinterest boards related to the area you serve, including images of your storefront, local points of reference among others as this will generate backlinks with geo signals back to your site. I hope these tips have been useful to you and if you are interested in starting your Pinterest for Business strategy go ahead and download our free beginner’s guide to Pinterest for Business right here. It’s crucial that any business understands whether their time spent on a social network is generating results. Consistently measuring your activity on Pinterest can also help your business identify what types of content resonate best on this channel and with your specific audience.
The number of followers your account has is important to note, but it’s certainly not the final indicator of a successful Pinterest strategy. Pinterest’s new analytics tool offers insights into how your website’s content is performing.
To gain access to your Pinterest account’s analytics, verify your website and then from the Settings drop-down menu at the top right-hand corner, you’ll be able to check your stats by clicking Analytics.
Click on the drop-down menu at the top right-hand side of your account to access your analytics and begin analyzing your performance.
At any time from the top left-hand corner, toggle data between any time interval of your choosing from the calendar or quickly sort through to activity from yesterday, 7 days or 14 days. The Pinterest analytics dashboard is broken up into tabs, each of which can be exported into Excel. Here’s an introductory video from Pinterest giving an overview of the new analytics dashboard. Let’s dive in and discuss which six Pinterest metrics are the most important to measure, how to use Pinterest’s analytics tool to find them and why these metrics are actionable. When looking at the Site Metrics tab of the analytics dashboard, you’ll be able to view many of the top metrics worth reviewing about your account’s performance.
One of the most important metrics to consider listed at the very top is the Pins Created From Your Website’s Content.

Pins From Your Website shows you the daily average amount of content pinned from your website over a specific time period.
The Pin metric can help your business determine whether the visual content on your website is interesting enough for your web visitors to pin to your boards. If your content isn’t getting pinned as much as you had anticipated, the Pin metric can show you that it may be time to add more visual content to your website, beautiful headers on your blog posts or the Pin It button close to all of your visuals based on the amount of pins your website is or isn’t generating.
Observe the percentage of change over time to your pins to determine a positive or negative change in activity. Be sure to look at the percentage of change over a specific time period of your choosing to understand if there’s been rise or fall in pins generated from your website to ascertain if a certain day or week saw more pins or fewer pins.
If you’ve seen a rise of pins on a particular date, you can correlate this to the addition of visual content on your website and you should look to include similar content of this nature in the future to encourage more pins. If you’ve seen a fall in pins on a particular date and you’ve recently added more visual content to your website, then it may indicate that this newly added visual content may not be resonating with your Pinterest audience and it’s time to go back to the drawing board. Monitoring the Repin metric will help give your business the daily average number of pins from your website that were repinned. Keep an eye on the Repin metric and compare it to the Pin metric to understand how your visuals are resonating. The number of repins the pins generated from your website help your business further determine whether your visual content is resonating with your Pinterest audience, but this time with the following of the pinners who originally pinned your content. When users hover over an image from your website, they have the option of clicking the Pin It button to repin your image with their following on Pinterest.
Comparing the Pin metric to the Repin metric can be extremely helpful in determining whether the visual content on your website is not only of interest to your existing customers and website visitors, but to new broader audiences that may not have heard of your business and offering. It’s important to get your content from your website pinned on Pinterest, but the next indicator of success is getting those images repinned onto more boards to grow your audience with new followers and potential customers. Determining the reach of your website’s content on Pinterest—the daily average number of people who saw your pins on Pinterest—is the next step to gauge the effectiveness of your content once it has been pinned and repinned. To calculate the reach of your content, scroll down below Pins and Repins to the section with Impressions and Reach. Hover over any touchpoint on the graph in the analytics dashboard to see your content’s reach on a particular day.
Reach lets your business have an understanding of the success of your content when it is pinned and repinned.
Reach lets your business know how many people actually saw your content via your pins and repins, giving a better understanding of the true influence of your recent pins and repins. The importance of the Reach metric lies in understanding how large an audience your content reached for both branding purposes and as a comparison to how much traffic your content did or didn’t drive to your website.
Understanding how much of your audience on Pinterest was driven to your website is a powerful metric for determining the overall success of your presence. The number of visitors and visits to your website from Pinterest can be determined by scrolling to the bottom of the Site Metrics tab by looking at the graph for Clicks (which informs you of visits to your website) and visitors (which informs you of the total number of people who visited your website).
The Clicks and Visitors graph gives your business an understanding of what traffic Pinterest helped drive to your website.
Some of your pins will drive engagement on Pinterest, while other pins will drive traffic to your website and others will drive both types of activity. But I am definitely stating that you have to consider it, particularly if you are in ecommerce.
On today’s online search and image-oriented world, disregarding a platform that enables you to visually engage with your audience and sell your products right on the spot, is a big mistake. Therefore, people with an intent to buy have a higher likelihood of contributing to your bottom line sooner.
In addition to targeting Promoted Pins based on Pinners’ interests, search keywords, device, and location, among other variables, brands can also target their Promoted Pins using their own business data.
They go from trying a new recipe or craft of any kind to purchasing a product at a retail store. Furthermore, 70% of them would rather get tips and ideas directly from their favorite brand of hair care products than from their favorite celeb hair stylist.
By 2017, the visual sharing platform is projected to reach 58.5 million monthly active users in the United States. And that 20% of active pinners live alone, a slightly higher percentage than the previous year? As a matter of fact, active Hispanic pinners are more likely than Active Female pinners to pin content from other sites and make purchases related to pins. Therefore, if you thought non-Hispanic pinners were a prime candidate for your Buyable Pins, how about increasing your conversion rates and revenues by targeting Hispanics on Pinterest? This could be probably due to the fact that Promoted Pins provide with a less pushy or sales-y experience than Buyable Pins. Every company has to have their own (and not copycat somebody else’s) Pinterest strategy before starting to execute it.
If you Pin without understanding the platform or your audience needs, and believe that it’s just about uploading images, your Pinterest strategy will fail. Analyzing the people who pinned these images one quickly notices that the majority are U.S.
You cannot go after the Hispanic market with pictures of Latino cuisine and believe that it will appeal to all Latinos. I have noticed a strong correlation between culture research and Pin success in attracting the desired segment of the Latino market when Pinning for one of my clients, a publisher on the wedding industry.
Pick from metrics such as, revenue increase, traffic to your website, traffic to retail stores and engagement.
Pinterest analytics is a great source of information on your audience and engagement metrics. If you would like to begin using Pinterest for Business, you can download my free beginner’s guide to Pinterest right here. Natural link building has been proven to be the way to develop links since 2014 and earlier. People are visually oriented and we all know the difference a good image with compelling copy can make.
And because of the very nature of the platform, Pinterest users shop more often, in greater quantities, and more frequently than in any other network.

Finding relevant blogs with interesting information to add your comments to may take you quite some time via search but by using Pinterest search you can uncover some real gems.
Some blog owners, take me for example, like to see some engagement with my content and have the chance to evaluate their knowledge and ideology before allowing somebody to guest post on my blog.
On Pinterest it’s very simple to discover what content is being re-pinned from or promoted by your competitors. Generating more likes, more shares which grows your authority and the likelihood that your content will pop up on Pinterest search results higher than the rest. High-ranking Pinterest pages with relevant keywords increase the value of the back links and consequently gives you a Pinterest SEO boost. Pinterest does not use them and you too many hashtags on your description will make you a Pinterest spammer. If you create good content that does well in social media, it is probably being linked in other places, and therefore will rank well.
Search Engine Marketing on its article “Best and Worst Ways to Influence Local SEO Rankings” where it shared and analyzed Moz research results, showed that external location signals provide 16% influence on local seo efforts. This pin metric informs you of the daily average number of pins from your verified website.
It’s safe to give newly added content two weeks to begin to gain traction on Pinterest before reviewing your analytics. When a Pinterest user sees a visual in their feed from one of the accounts they are following, they can choose to repin it to their boards, which also adds it to their followers’ feeds.
This metric is also found on the Site Metrics tab when you first log into the analytics dashboard, right below the Pin metric. Repins give your content the chance to be seen by users not following you who could potentially share your content or follow your boards. It’s more valuable, in terms of getting more exposure, if someone who’s pinning or repinning your content has 400,000 followers as opposed to 40. Pinterest can drive greater visibility, more customers and sales to your website over time.
Comparing Clicks to the Repin metric will give your business an understanding of what types of action your different visual content helps drive with your audience. Clicks help your business see if there’s an increase or decrease in the traffic driven by your content.
Although, as I have already made clear on “Reverse Showrooming to the Power of Pinterest,” brick and mortar stores are not exempt from leveraging Pinterest’s tremendous traffic and sales driving power. Brands can merge what they know about their customers with what Pinterest knows about their audience.
According to Ahalogy’s research: “Hispanic [audience] is also growing—now at 9%, up about 6 percentage points from 2014. Only 39% of them read magazines, 32% read newspapers versus 48% and 41% for non-Hispanic pinners, respectively.
Think about Pinterest more as a search engine because it actually IS a visual search platform, and not a social network. The Litmus test: does it make YOU want it so badly your knees are shaking just by looking at the photo? Hispanic population is bilingual and bicultural through the process of acculturation and retro-acculturation. Think about it, you don’t go after the general market with pictures of apple pie and hamburgers. Less acculturated Hispanics will demonstrate more interest on banquet halls and their decor as well as on evening weddings.
Search for particular keywords or search by categories on pins, pinners or boards, it really doesn’t matter. Don’t worry about back links with no follows and keep building association and relevancy on the topic of your interest on your field of interest or your industry. Use them to highlight certain words to make them more visible, but remember not go overboard. Each tab’s data can be exported into a simple Excel spreadsheet for further analysis by clicking the Export tab. This action can help your content quickly get in front of new Pinterest users who may not be following your account. Finally, you need to be intentional, measure your efforts, learn from them, and adjust your Pinterest strategy accordingly.
So the next time the customer who bought the brand’s fashionable red lipstick browses Pinterest, brands can show them another lipstick or gloss from their latest product line.
By the same token, the number Pinners with large families (5 or more people) has grown on Pinterest. While on Facebook, people’s intent is to socialize, on Pinterest, the intent is to take action. Therefore, it’s not about the language (especially with such a highly visual platform) but about the culture. Jennita Lopez, Director of Community at Moz explains it in full detail on her slideshare presentation. Snapchat shortens these times to the max and you only have a few seconds to see the content. And a nice one!  When content is interesting to your Pinterest audience it will get repinned and the more repins it has, the more traffic and backlinks it will gain. Be this action to do or to buy now, to research to purchase later, or to save it for a rainy day. Also, active pinners are early adopters, trend-setters and significantly more likely than regular consumers to own and use mobile devices. I can assure you, you will continue to receive traffic from Pinterest years after it has been added to your boards.

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