How to use Pinterest for Marketing

Have you ever doom-scrolled through the gorgeous land that is Pinterest?

Whether you’re looking for cake inspiration, fancy-dress costume tips, home décor guidance.. if it looks nice or needs a tutorial or recipe, Pinterest is where we head to.

And – get lost in. The ooh’s and aah’s roll, the click click clicks’ that lead you down the rabbit hole, until you realise you started looking for a cake recipe, and now you’re remodelling the conservatory, and your cuppa tea has gone cold.

That’s all fun and games, but do you know how to effectively use Pinterest for your business marketing?

In this blog we’re talking all things Pinterest, so naturally, I called upon my resident expert Jo.

Jo Robinson is the owner and chief tea drinker at Wildflower Pinterest Management. She loves to help fellow small business owners and bloggers harness the power of Pinterest, increasing web traffic and sales organically.

Everyone loves Pinterest, right?

Brides use it for planning their big day. Bloggers use it as a platform to bring traffic to their site, sharing their content with readers and earning through affiliate marketing. Pinterest can drive huge amounts of traffic to your site, but how do you use Pinterest for marketing? Read on – it’s easier than you think! 

Why should you use Pinterest for marketing? 

Well, Pinterest has more than 450 million monthly active users. That’s a lot of users! 77% of these users are female and according to Pinterest they’re the decision makers.

“The way they live may vary, but they have one major thing in common: They’re the Deciders.

They are women age 25-54 and they make the majority of purchase decisions in US households. They’re responsible for 80% of household buying, and they control more than 50% of the wealth in the US.

Pinterest reaches 83% of all women 25-54 in the US, Deciders as we call them. That’s more than Instagram, Snap and Twitter.”  ~ Pinterest

78% of these Deciders say that content from brands helps them bring their ideas to life. 61% of UK Pinners find that Pinterest has an influence on them when they are browsing for products (Nielsen Path to Purchase Research 2019/2020, UK).

Pinterest users are actively searching for inspiration, answers to their queries and solutions to their problems. Step forward, your content! 

Pinterest is however different to other social media platforms as it’s NOT a social media. It’s a search engine – think Google with pretty pictures. Content on Instagram for example has a lifespan of 24-48 hours. Content on Pinterest has a waaaaay longer shelf life, sometimes YEARS as it could (in theory) be repinned again and again. It could live on FOREVER! 

How Can Pinterest Help My Business?

Pinterest is useful for the following:

  • Increasing web traffic
  • Increasing brand awareness
  • Growing email lists

How to Use Pinterest

In basic terms, your Pinterest account is a big virtual scrapbook. You create boards for each of your content topics and create pin images to pin to those boards. These pins act as breadcrumbs leading people to your blog posts, your products, your Youtube channel, your email sign up page, your Instagram – wherever you want people to visit. Pin these pins to relevant boards on your account and you’re away. 

When creating pins, make sure you include keywords which relate to your content. Keywords are the words that your ideal client will use to search for you. You can use Pinterest to find keywords for your pins and boards – see this blog post How to Use Pinterest for Keyword Research.

One top tip – use amazing photography. Pinterest is a place for users to be inspired, so make sure your images are the best you can make. Blurry or messy photos aren’t inspiring. Why not check out this post on how to take better photos of your cakes

If you run a wedding cake business, you may want to have boards for the types of cakes you create, such as Floral Wedding Cakes, Semi-Naked Wedding Cakes, Pink Wedding Ideas etc and some location specific boards such as Wedding Cakes in Yorkshire, Hertfordshire Wedding Cakes etc. By creating more boards you can pin the same image to different boards, thus making sure more people see your content. 

It’s also good practice to think of your ideal client when you’re pinning and pin content from other Pinterest accounts that your client may find interesting. You may want to include wedding venue decor or wedding venues near you, for example. Think of any styled shoots you have been part of that could be pinned and create boards for you to pin those images to, with them linking back to your website. The more the merrier! 

If you create tutorials, you can use Pinterest to link to these. Pinterest users readily search for tutorials such as “how to make a 3D dog cake” or “how to make a sugar rose” and you can ensure they find your tutorials by using those keywords in your pin descriptions. 

Used strategically, Pinterest can drive lots more traffic to your site. I hope this blog post has shown you how to use Pinterest to get more website traffic.

Do you use Pinterest to drive traffic to your blog?

If you don’t already, please do subscribe to my weekly newsletter to get hints, tips and business advice into your inbox each Friday.

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