Pinterest may be on the edges of your radar but not something you’ve ever considered as a tool for your marketing. Often dismissed as a platform for wedding inspiration or recipe hoarding, Pinterest is the unspoken hero of many businesses marketing strategies, and here’s why… While, yes, people are browsing for wedding and recipe inspiration, they are also saving that inspiration, clicking through the links to your website and buying your wedding decorations or recipe book. Pinterest packs a powerful punch for many businesses across countless industries.
Why Pinterest is Essential for Your Marketing Strategy
And here’s why this pinterest marketing strategy for small businesses works so well:
- Visual Storytelling & Search: Pinterest is a highly visual search engine. If you have stunning product photos, infographics, or even captivating blog post snippets, Pinterest could be an excellent tool to market your product or service.
- Long-Term Play: Unlike most other social media platforms at this time, Pinterest’s content can live on for months or even years, driving long-term traffic to your website long after you first post them.
- Targeted Audience: With a laser-focused targeting system, you can reach users actively searching for products and services similar to yours—this high shopper intent is invaluable.
Is Pinterest Right for Your Small Business?
While Pinterest offers an abundance of rich benefits, it’s always good practice when joining any new platform to consider if it’s the right fit for your business. Here’s a quick run down of some businesses that can truly benefit from utilising a pinterest marketing strategy:
- E-commerce & Retail: Showcase your products in all their glory. Create shoppable Pins that link directly to your website for seamless purchases.
- Design & Creative Industries: From architects to graphic designers, Pinterest is a goldmine for inspiration and portfolio building.
- Bloggers & Content Creators: Repurpose your blog posts and articles into captivating Pins, driving traffic back to your content.
- Travel & Hospitality: Hotels, travel agencies, and even local restaurants can use Pinterest to inspire wanderlust and showcase destinations and experiences.
That’s not to say that businesses that can benefit from Pinterest marketing are limited to this list. Consider the following for your business:
- Who are your target audience and are they likely to use Pinterest? Pinterest’s demographics are varied – split quite evenly across age ranges however they lean quite heavily on the side of female users.
- Do you have or can you source/create visually appealing content relevant to your business? Pinterest works best when you have eye-catching content. If you don’t already have content that fits the brief, or if it will be a challenge to create this content, reconsider whether this platform is for you.
How to Get Started With Pinterest Marketing
If you’ve decided Pinterest is worth exploring for your business, here’s where to start.
Set up a business account rather than a personal one. This gives you access to Pinterest Analytics so you can see what content is performing and where your traffic is coming from.
Optimise your profile. Use your business name, write a clear description that includes the keywords your customers might search for, and link it to your website.
Create boards that reflect your business categories. Think about what your customers are searching for and organise your content around those topics rather than what’s convenient for you.
Pin consistently. Pinterest rewards accounts that post regularly. You don’t need to pin dozens of times a day but a steady rhythm of fresh content will build your reach over time.
Focus on quality images. Pinterest is a visual platform and your content needs to stop people mid-scroll. Clear, well-lit images with a simple layout perform best.
Use keywords in your pin descriptions. Pinterest functions like a search engine, so the words you use in your descriptions directly affect whether your content gets found.
If you want help developing a Pinterest strategy that actually works for your business, get in touch with Tyde and we can talk through what makes sense for you. Pinterest sits naturally within our wider social media marketing services.
