You’ve heard of Pinterest as a virtual haven for interior design inspiration and mouthwatering recipes. But did you know that it holds untapped potential as a business marketing platform? Get ready to take your brand to new heights with the secrets of Pinterest!
But what exactly is Pinterest and how does it work? And how can you use Pinterest as a marketing platform for your business?
A business Pinterest account offers numerous opportunities to grow your online presence and create brand awareness. In this blog, I will explain in detail how to effectively utilize Pinterest for your business.
Decoding Pinterest: A Powerful Tool for Impactful Marketing Success
Pinterest as a Visual Search Engine
Pinterest is often referred to as a ‘social media’ platform where you can save images, inspiring quotes, videos, and new ideas on virtual pinboards. However, the term ‘social media’ is intentionally in quotes because Pinterest is better understood as a visual search engine. Think of it as a superior version of Google Image search. ????
The images and videos you save on your Pinterest account are called ‘pins.’ When you click on a pin, it takes you to the webpage associated with that pin. If you create a business account, you can also share your own Pinterest images (pins) with links to your online store and blog articles.
The magic happens when users click on your Pinterest images, leading them to your website and generating valuable traffic. When someone saves one of your pins to their own digital pinboard, it’s called a repin, further amplifying the reach and exposure of your content.
Pinterest as a Social Media Platform
There is indeed a social aspect to Pinterest. You can follow other accounts, send messages, and interact with pins by commenting and liking them. You can also share interesting pins with others. The difference with other social media platforms lies in its extensive search function.
When you’re logged into Instagram or Facebook, you usually scroll through your timeline aimlessly. Often without searching for anything specific, but rather out of boredom. The posts from the accounts you follow appear randomly on your feed, but most of the time, you’re not actively seeking that information.
Traffic coming from Pinterest is more valuable
Users who are logged into Pinterest are actually online for the same reason as people who turn to Google. They are searching for an answer, a new recipe, a new product, interior design inspiration, parenting advice—you name it.
These users know what they want and therefore conduct deliberate search queries.
When your pin is found in the search results, it’s a result of a much more targeted search action compared to users present on Facebook and Instagram.
In short, through Pinterest, you receive more focused and valuable traffic.
Why Pinterest is interesting for businesses
With a staggering worldwide user base of over 463 million active users as of April 2023, Pinterest is an indispensable platform for businesses. When you understand the secrets to harnessing Pinterest effectively, it becomes a potent tool to drive significant traffic to your website.
Pinterest is particularly suitable for sharing links to blogs, product pages, and other pages on your website. For example, you can create product pins on Pinterest that directly lead to the sales page of the products in your online shop.
What also makes Pinterest attractive for businesses is the fact that most searches are brand-neutral. People rarely search for specific brand names, which means these users are open to discovering new brands.
In other words, if you’re not using Pinterest, you’re missing out on many potential business opportunities. And of course, you don’t have to do it all by yourself. You can also outsource your Pinterest marketing.
Content on Pinterest Doesn’t Fade Away
When you promote your blogs, products, or services on Instagram or Facebook, your posts quickly get lost in the crowd. Social media posts usually have a short lifespan. However, on Pinterest, pins can still be discovered years after they are initially shared.
One of the great things about Pinterest is the ability to promote your blogs visually by sharing relevant images that relate to your blog topics.
Moreover, you can also save new ideas from other pinners, enriching your boards and drawing inspiration for future blog posts.
The Drawbacks of Pinterest
The main drawback of Pinterest is that it requires a significant investment of time and energy before you start seeing results. It’s an investment you make for yourself, reaping the benefits in the long run.
Depending on your niche, you should expect to dedicate at least 3 to 6 months before experiencing significant success.
And that’s only if you pin consistently and frequently!
On other social media platforms, you may see faster results, but they tend to be short-lived, requiring continuous activity. Once Pinterest starts working for you, you’ll notice that over time, you’ll need to put in less effort to maintain your presence and reap the rewards.
Niche Markets that Excel on Pinterest
More than 75% of Pinterest users are women. So, if women are your primary target audience, there’s a high probability that your audience can be found here.
If you operate in any of these niches, Pinterest is the perfect platform for your blog or business:
|DIY and Crafts|
Is your niche not listed?
That doesn’t necessarily mean there isn’t demand for what you have to offer.
I suggest logging into Pinterest and searching for images from others who write and share about the same topics.
- If you find many relevant search results, it means people are actively searching for that subject.
- If you find few pins, then Pinterest may not be the platform for you.
How to Create a Business Profile on Pinterest
Creating a profile on Pinterest may seem simple, but to ensure your profile and pins are easily discoverable by your target audience, you need to optimize your profile for Pinterest SEO.
This involves using Pinterest-specific keywords in your texts, such as your account name and pin descriptions.
Check out my blog for a more detailed explanation on setting up a business account on Pinterest.
Create and optimize Pinterest Boards
Next, focus on creating and optimizing Pinterest boards. Use keywords in the names and descriptions of each board. Additionally, design board covers using Canva in your brand’s colors to create a cohesive and recognizable profile.
Your boards should stand out from your competitors’ and captivate your audience.
For more Pinterest tips on boards, take a look at my blog on creating and optimizing Pinterest boards. I delve into naming boards, hidden boards, writing board descriptions, and more in that article.
How to Create Click-Worthy Pins in Canva?
Canva is an excellent design tool for creating beautiful images for Pinterest. With the help of the Canva editor, you can easily customize and adjust images to be posted on Pinterest.
The key on Pinterest is to pin images in the right size of 1000x1500px, and when using text overlays, choose clear and legible fonts.
Make Your Pins Stand Out
Keep in mind that users on Pinterest scroll rapidly through pins, searching for the one that best matches their search. Within a few seconds, it should be clear what information can be found on the URL associated with the Pinterest image.
By the way, I also have a great tutorial for creating pins. In this tutorial, I guide you step-by-step on how to create a good pin and how to post it on Pinterest.
Strategies to Drive More Traffic from Pinterest
Now, let’s explore how you can use Pinterest to maximize engagement. As I mentioned earlier, when creating pins, it’s important to make them visually appealing.
You want them to stand out and catch the viewer’s attention for maximum reach. Additionally, use a descriptive caption that includes relevant keywords to clearly convey what the pin is about.
Pin Plenty of Fresh Content
Focus on creating and pinning your own new content. While the saying “less is more” usually applies, on Pinterest, it’s all about “more is more.” To be well-discovered on Pinterest, you need a substantial account. The more content you post, the greater the chance of your pins spreading across the platform. So, save and share many pins!
Use a Scheduler
Find a workflow that allows you to create and schedule pins on a weekly basis without taking up too much of your time. To automatically repin your pins, you can use the Tailwind scheduler. Alternatively, you can manually repin your pins.
For more helpful Pinterest tips, check out my article on “Common Pinterest Marketing Mistakes That Hinder Account Success“
After reading this blog, you now have a good understanding of what Pinterest is and how it works in broad terms. Pinterest can be a powerful marketing tool for your business. With its large and engaged user base, it offers a great way to showcase your products and articles and attract new customers.
It does require an investment to make the platform work for you, but once you establish that foundation, it will continue to work for you in the long run.