Pinterest can be a powerful tool for growing your product brand, and on episode 85 of my podcast Start, Scale Succeed I was joined by Rachel Emma Waring, a Pinterest Strategist who shares her top tips for how to use Pinterest successfully to grow your brand. Rachel successfully used Pinterest to grown her own wedding business. After being asked by Pinterest to speak at one of their events, she set up her own consultancy and now trains other small business owners on how to use Pinterest to grow their brand.
Where should you start on Pinterest?
Stop treating it like Instagram and start treating it like Google.
Although it has a few social elements, it is mainly a search engine. Once you grasp this, you realise it is quite a different context to posing on other platforms.
“Imagine you are having a party, You would share photos or videos from the party on Instagram, Facebook or Tiktok either as it is happening or afterwards. Pinterest is where you go to plan the party.”
So your goal on Pinterest is to try to think what your ideal customer will be typing into the search bar and looking for on Pinterest.
The way to use Pinterest as a business has changed. You used to be able to do a lot of re-pinning other people’s stuff. Now the emphasis is on fresh, original content.
What should you do when setting up your Pinterest account?
- Make sure you have a business account – you can convert a personal account if you have one.
- You want a business account because you more features and analytics
- Do a profile audit, is it relevant to your ideal customer?
- Review your boards – a lot of people will have boards for their own holiday, for planning their wedding etc. You want all your boards to be relevant to your business and ideal customer.
- Your boards don’t all have to be of your product – for instance if you sell art you could have some home decor boards, because art is part of this.
How do you write descriptions?
- Remember to treat Pinterest like Google – Pinterest is reading your words to work out how to categorise you in the search engine.
- Think strategically about your words, are they necessary, are they phrase your ideal customer is typing into the search bar
- Board titles should have long tail descriptions, 3 words long with a keyword phrase
Rachel originally ran a Wedding Business, and one of her most popular boards was Celestial Wedding Inspiration
- Descriptions can have a little more depth. Don’t do keyword stuff, Do write normal sentences, and make sure these are keyword rich.
- Don’t use the same set of keywords over and over again. Mix them up and plug into trends
- Your boards and profile are not the most important part of your account. Think about how you use Pinterest as a user, we don’t often look at profiles
- Boards are hard to find, they are under a saved tab, which not everyone knows to get to
- So the way you structure and set up your boards does not matter as much as you might think
- It is most important for your own administrative ease. 10 boards is a good minimum, which is manageable
- The most important part of your strategy are the individual pins.
All About Pins
There are several different pin formats:
- Still images.
- These are you traffic drivers, they have a link so you can link to your website.
- Things that work really well include life style images, product photos, blog posts etc
- A hybrid of reels, Tik Tok and carousel posts. They are great for video content and have multiple pages.
- These are your presence builders where you really add value to the platform.
- Things that work really well are actionable, inspirational content, Do things like gift guides, styling suggestions,
- You can repurpose tik toks and reels as idea pins, and vice versa.
Remember for both type of pin, a portrait layout words best
- Think about how you can make your pin stand out and people want to click on it.
- What can you put in you pin to encourage someone to click through to your website to find out more
- Don’t rely too heavily on the description and title of the pin – how often do you read descriptions on Pinterest? The pin image is where you need to get this information across, and you can include a little bit of text here
Top Tip: Make sure your pins are evergreen – you don’t want pins saying 10% off this weekend as that will be seen for years to come.
What industries and niches perform well on Pinterest?
There is a surprising range of niches on Pinterest. Popular ones include:
- Home décor
- Art & illustration
- Wellness & self care
- Beauty products
- Hair care
- Nursery décor
Have a look at the Pinterest Predicts Trends report which is released annually. It’s very interesting , and is full of stats like art journaling was up by 3000% in searches last year. It helps you get out of your own bubble, and see what people are looking for, and general consumer sentiment.
How can you relate a popular niche to your own business?
You can take a niche, and apply it to your niche.
A big trend last year was dopamine dressing, which made the mainstream. You could then apply that trend to other areas, such as home décor items, People were creating pins on how to dopamine your home etc
Or if you have a candle brand, a candle crosses into home décor, wellness and self care and you can make use of these niches
What are the differences between Pinterest and Instagram?
- You don’t need to spend all your time on Pinterest to get results!
For my wedding business I was spending about 2 hours a week on my Pinterest strategy, because you can set it and forget about it. I was spending at least 2 hours a day on Instagram, and that’s probably being over generous – I am sure it is more if you include scrolling. But I was getting 70% of my web traffic from Pinterest.
- Pinterest is a great platform for introverts, as you don’t have to be there all the time, or interacting with people, it is more about creating the content and getting it out there.
- Pins are evergreen. When you create a pin, they can be a bit slow to pick up steam, but they can bring you traffic for years to come.
On my wedding account, I’m still getting over 200, 000 monthly views on my old pins, this is an account I haven’t posted on since 2019/20. This is because there is a snowball effect
- You have to be patient with Pinterest, with Instagram you can post and get comments straight away. However Instagram posts are gone very quickly, even a reel that goes viral tends not to last more than a few days or weeks.
How long does it take to start seeing results for your brand on Pinterest?
It’s a how long is a piece of string question, as there is not one answer. However a few factors will come into it
- How much content you are posting
- How much content you have to post
If you have a big back catalogue of photos or a huge product range, you have a lot to repurpose straight away, so you can get going quickly and post pins more consistently. It’s not impossible to get quick results, I’ve worked with clients who have put in the effort and got over 100 000 views in a month.
However on average you need to keep plugging away, and give it 3-6 months before you properly assess it.
How frequently should you be posting on Pinterest?
Some experts will recommend you post 5 times a day, some will say 5 times a week. There isn’t a limit on how much you post. You may have the content to do 5 times a day, but it isn’t necessary.
The key is to find a rhythm that you can keep up with consistently, with the knowledge that you can build on it.
What is the most important data on Pinterest to analyse?
- Monthly views are not the most important number, although it is the one at the top of your profile. This number will go up and down through the year.
With my wedding business it would go from 200, 000 to 1.5 million monthly views through the year, and that is a natural swing. Searches are seasonal
- Impressions is the number of times your pins were seen on the screen, it doesn’t necessarily mean someone has clicked on it – so you will often have a low percentage of people clicking through after seeing it.
- The key numbers are people saving your pins, and clicking through to your website.
What should I do if I’m already on Pinterest but it is a mess?
- Don’t worry about what has gone before, if your pins don’t follow best practices etc
- You don’t need to fo through all your old pins and delete the ones that aren’t working
- Instead focus on what you do from now
- Update your profile and boards, you can change the titles, and archive some old ones
- Look at what content you already have on other platforms e.g. reels etc Much of this can be tweaked for Pinterest rather than having to create new content
- Inflact allows you to download your reels and lives, and save the video to reuse.
- You can use apps to remove watermarks, but there are pins performing really well that have the Tik Tok watermark on them
Thank you so much Rachel. You can listen to the full podcast here.
I hope that this post helps you to continue on your journey to success and if you need any extra support then check out my free resources on my website, follow me on Instagram, subscribe to my monthly newsletter or get in touch at email@example.com
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The Buyer and Retail Coach is a global retail expert with over 18 years experience working in the industry as a buyer and head of buying for companies such as Primark, M&S, and George at Asda, developing and sourcing a broad range of products from Lingerie to Health & Beauty and driving strategies and innovation.
Having worked for the big blue chips, Nicole Higgins now brings that expertise and experience to entrepreneurs and SME’s to help you make your product ideas a reality, scale your business, and increase your bottom line and profits.