Pinterest Marketing Tips for Small Businesses
Over the last ten years as a business owner, I’ve gotten schooled on more subject matters than I can count. Since when did becoming an entrepreneur require dual degrees in marketing & social media?
One thing I do know is that it’s better to focus on one or two things you’re really good at instead of trying to solve all the world’s problems at once. The same goes for social media. It’s okay if you’re not an Instagram influencer or a brand ambassador on Facebook.
Focus on one or two platforms you love & are more likely to spend your time, and you will naturally drive more views, engagement, and eventually - more followers.
Pinterest is the third largest social media platform, but what’s better than that is that it is also a search engine. Instead of just liking and commenting on other people’s pins, the cool thing about Pinterest is that whenever you pull content in from around the internet or from your own website, that content lives on their platform indefinitely.
On other social media platforms, your post might get engagement for a minute or couple of hours before it gets buried in a black hole of social media spam.
Pinterest actually works in the opposite way. Whenever you first go to pin new content, it won’t have any views. Slowly, but surely - as days, weeks, or even months go by, that content drives more and more views, more repins, and essentially, more links back to your website.
As a graphic designer and small business owner, Pinterest helps us share ideas while promoting our photography templates to millions of photographers & creatives. We started actively using Pinterest about five years ago and have gained a lot of insight about what works and what doesn’t work within this powerful platform.
With over 2 million views per month, we want to share some of our best tips so you can market your business effectively on Pinterest.
Pinterest Marketing Tips for 2018:
1: Put yourself in your clients’ shoes.
As much as we all like to pin our own favorite recipes, clothing styles, and personal interests, you want to approach this platform the same way that your ideal audience would.
Think about the content they would be searching for on a regular basis. So, if you are a wedding photographer, for example, and you cater mostly to high-end brides and grooms, you might want to set up a board with wedding dress inspiration.
Another board might have engagement rings or tux ideas for the groom and his groomsmen.
The more content that you can bring into your own account that’s interesting to your ideal audience, the more views you’ll get on your pins from people who are more likely to wind up purchasing one of your products or services.
2. Create a consistent theme.
Make a list of some of the topics that are relevant to your brand. As you create this list, think about the colors that your own branding uses. Similar to how you curate your Instagram feed to make it more cohesive, your Pinterest account is also an extension of you and your branding.
As you create your boards, an easy way to pull in some of the colors and the styles from your brand is to create custom board covers.
You can use apps like Canva to help you do this. We’re a big fan of Photoshop templates, since they’re easy to update + match to your current branding. You don’t necessarily have to brand each of your boards with a custom cover - what we’ve done is similar to what we do with our Instagram feed, where every 3-5 of our board covers features a custom graphic.
We’ve also made it easy for people to search through our boards by highlighting our products & services at the top with the rest of the boards displayed in alphabetical order.
You can just drag and drop your boards to rearrange them. Some people like to arrange by topic, so if you have several boards with different recipes, you might have all of those grouped together.
3. Use keywords.
Like I mentioned earlier, Pinterest isn’t just a social media platform - it is actually a really powerful search engine. I made the mistake of trying to come up with really clever board titles when I first got started on the platform, so when I was pinning something like, let’s say art prints, I would title that board ‘Eye Candy.’
While it’s a cute title, it isn’t something people would search for when looking for art prints.
Use relevant keywords that your targeted audience would likely search for on the platform. If you go to the search bar within Pinterest and start typing in a word or two, you’ll see popular search terms appear directly below that section.
That’s a really great place to start when it comes to naming your boards. You also want to make sure that your descriptions for the actual pins are relevant to those boards and that those pins contain some of the keywords as well.
Pinterest used to frown upon hashtag use, but they’ve actually made some changes to their algorithm, like all social media platforms do on a regular basis, so they actually encourage people to use hashtags now.
So, within your boards, and within your actual pins, try to place yourself in your clients’ shoes and think of relevant hashtags that your clients would be searching for.
4. Pinterest loves new content!
Whenever you write a new blog post or even when you post on - let’s say Instagram, if that is brand new content, be sure to create a couple of pins using that same content. This is a really easy way to share your content with millions of viewers, and you’re also driving people back to your website.
So, whenever they click on your pin, be sure to fill out the URL section that links back to that specific page where that content can be found on your website. As far as the sizing goes, the general rule of thumb is about a 2:3 ratio, so you want to keep your images roughly within that range.
So, if you have access to design software that lets you designate the actual size of your image, 600-900 pixels is a good place to start. This is also a little bit different than what you might have experienced in the past.
We used to try and create these massive pins that took up as much real estate as possible within our own account, but Pinterest is actually limiting the views for content like that, because it’s kind of selfish and greedy.
You don’t want to take up the entire screen when there are millions of other users who are pinning useful content.
5. Pin consistently!
If you’re anything like us, you pull up Pinterest around midnight, when you’re feeling inspired, and all the outfits + home decor + products you never thought you’d need (but now suddenly ABSOLUTELY need) appear.
Slow down those quick-fire fingers, friends. Instead of spamming your followers with a million pins at once, you can actually schedule your pins ahead of time.
We use a local company (to us) called Tailwind that allows you to plan out your pins ahead of time. You can plan them days, weeks…even a month in advance, if you want. They have their own algorithms that push the content out during the most popular times that your audience is on Pinterest.
You can decide how many pins you want it to post each day and select as few or as many time slots as you’d like.
Thanks to Pinterest & Tailwind, we have more than doubled our sales and have grown a loyal following of repeat clients for our business.
Get three free Pinterest board covers below!
*We have included an affiliate link for Tailwind, which means we make a commission if you sign up for a subscription.