Pinterest might seem like a platform reserved for crafts and recipes, but it’s actually a hidden gem for small businesses. With over 522 millions of monthly active users worldwide searching for inspiration and ideas, Pinterest offers a unique way to drive traffic to your website and reach potential customers. While Facebook posts and Instagram content typically fade after a few hours or days, Pinterest’s search-friendly nature gives your content more staying power.
For small businesses, this means that investing time in Pinterest can yield long-term benefits, driving consistent traffic to your site. Additionally, the platform’s users are often in a shopping mindset, studies show that 80% of weekly Pinners use the platform for purchase inspiration, making it a valuable space for businesses to showcase their products and services.
Pinterest’s Long-Term Benefits
Unlike other social media platforms where your posts might vanish in a few hours, Pinterest pins stick around. This means your content can keep driving traffic and building your brand for a long time. By putting in the effort on Pinterest, you’re setting yourself up for ongoing visibility and steady traffic. You can use Pinterest in the Awareness stage of the Trail to the Sale. It’s like planting seeds for future growth!
What Types of Content Work Best?
To make the most of Pinterest, focus on these types of content:
- Product Pins: Showcase your products in real-life settings, not just plain product photos. This helps potential customers visualize how your product fits into their lives, making them more likely to click through your site.
- How-To-Guides: Break down processes or tips into easy-to-follow steps. These are highly shareable and position your brand as an expert in your field, which builds trust with your audience.
- Infographics: Use visuals to explain complex ideas or share statistics. Infographics are engaging and often get saved and shared, increasing your brand’s visibility.
- Checklists: Provide actionable lists that users can save and refer to later. Checklists are practical and valuable, making them a go-to resource for your audience.
- Videos: Did you know you could share video content on Pinterest? Video is a great option because it captures attention quickly and can convey a lot of information in a short amount of time. Whether it’s a product demo or a quick tutorial, videos are a dynamic way to engage users. This is another great way to repurpose any TikToks or reels you have available.
How to Create Pins that Get Noticed
With so many visual elements on the platform, you’ll need to stand out. Creating eye-catching pins is key.
- High-Quality Images: Make sure your photos are clear, bright, and visually appealing. High-quality images not only stand out but also convey professionalism, which reflects well on your brand.
- Vertical Format: Use a 2:3 aspect ratio to maximize visibility. Vertical pins take up more space in users’ feeds, increasing the likelihood they’ll be noticed.
- Text Overlays: Add concise, bold text to highlight key points. This makes your pins informative at a glance, encouraging users to engage with your content.
- Consistent Branding: Stick to your brand’s colors and fonts for a cohesive look. Consistent branding helps reinforce brand recognition, making your content instantly recognizable.
- Compelling Descriptions: Write clear, keyword-rich descriptions and a call to action. Well-written descriptions can boost your pins’ searchability and motivate users to take the next step.
How to Drive Traffic to Your Website
Pinterest is great for bringing visitors to your site!
- Link Every Pin: Direct users to a relevant page on your site. Every pin should serve a purpose, guiding users towards taking a specific action or landing page on your website.
- Use Rich Pins: Rich pins add more context to your content, making it more engaging and useful to potential customers.There are three types you might want to check out::
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- Product Pins show real-time information about pricing, availability, and where to buy the product.
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- Recipe Pins list ingredients, cooking times, and serving sizes directly on the Pin.
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- Article Pins include the headline, author, and a quick story description, making it easy for users to save and share content from your website.
Using Rich Pins can significantly enhance the user experience and drive more traffic to your site.
- Optimize Your Site: Add “Pin It” buttons to make it easy for users to share your content. The easier it is for users to share, the more likely your content will spread across Pinterest.
Pinterest SEO Tips
To make sure your pins are discoverable, follow these SEO best practices:
- Keyword Research: Incorporate relevant keywords in your pin titles and descriptions to help you sell on social media. Think about what your customers might be searching for and use those exact terms. For example, if you sell handmade jewelry, use keywords like “handmade earrings” or “unique necklaces”. Start by using tools like the Pinterest search bar, Pinterest Trends, and third-party keyword research tools. The Pinterest search bar offers auto-suggestions when you start typing, revealing popular search terms. Pinterest Trends, on the other hand, highlights trending topics and keywords on the platform, helping you tap into current interests. Using these tools ensures that your pins and boards align with what your target audience is actively searching for.
- Specific Boards: Create niche boards around specific topics related to your business. This not only helps with organization but also makes it easier for Pinterest’s algorithm to categorize your content, leading to better visibility.
- Group Boards: A group board—basically a collaborative board is a great way to extend your reach on Pinterest and allow you to invite other users to contribute pins. This collaboration can help your content get in front of a broader audience and drive more traffic to your site. By participating in or creating group boards relevant to your niche, you can tap into new networks and increase your visibility.
- Consistent Pinning: Pin regularly to stay active on the platform. Consistency is key to staying relevant in Pinterest’s feed. A regular pinning schedule keeps your content fresh and in front of users, which can gradually improve your rankings.
- Optimize Pin Descriptions: Use clear, straightforward language in your descriptions, avoiding jargon that might confuse users. Instead of stuffing your description with keywords, write naturally while ensuring the main keyword is present early in the text.
- Hashtags: Don’t overlook hashtags—they help categorize your pins. Use a mix of broad and specific hashtags to reach a wider audience. For instance, combine a general hashtag like #jewelry with something more specific like #handmadeearrings to capture different search intents.
- Patience: As the saying goes, success doesn’t come overnight. Allow yourself the time to experiment with different Pinterest strategies and SEO techniques. Patience helps set realistic expectations and supports more effective work.
Who Should Be on Pinterest?
Pinterest is particularly beneficial for businesses that rely on visual content, such as those in the fashion, home decor, DIY, beauty, and food industries. However, it’s also a valuable platform for service-based businesses like fitness coaching, event planning, and digital marketing. Especially, if your business can be represented visually, Pinterest should be part of your marketing strategy!
When and What to Pin
Timing matters on Pinterest. The best times to pin are typically in the evenings and on weekends when users are more likely to be scrolling. For content, go with what your audience loves and keep an eye on the latest trends. Share a mix of your own content and curated content from others in your niche to keep your boards fresh and engaging. Pinterest Analytics can help you figure out when your audience is most active and which types of pins perform best, so you can tweak your strategy accordingly.
Understanding Pinterest Demographics
Pinterest’s user base leans towards 60% females globally, however, the platform is increasingly attracting male users, especially in niches like tech, travel, and DIY. Gen Z users are also growing rapidly on Pinterest, with many using it as a life-planning tool for career development and personal growth. The platform’s demographics are quite diverse, with the majority of users aged 25-54, making it ideal for reaching millennials and Gen Xers who have significant purchasing power.
Understanding Pinterest Analytics
Source: The Ultimate Guide to Pinterest Analytics | Later.com
Pinterest Analytics is your go-to tool for understanding how your pins are performing. Key metrics to monitor include:
- Impressions: The number of times your pins are seen.
- Saves: How often users save your pins to their boards.
- Clicks: The number of clicks your pins receive, which directly correlates to traffic to your website.
- Audience Insights: Provides demographic data about who’s engaging with your content, helping you tailor your strategy to better reach your target audience.
Real-Life Success Stories on Pinterest
There are plenty of businesses that have nailed it with Pinterest. Take Studio McGee, a home decor brand that shares stunning images of their products in real-life settings—this has led to a serious traffic boost and increased sales. They have amassed over 916,000 followers on Pinterest, showcasing the platform’s potential for brand growth.
Or VeginnerCooking, a food blogger who posts delicious recipes and cooking tips, driving tons of blog visits and achieving 120,000 followers. This demonstrates how Pinterest can significantly expand a food blog’s reach.
Another example is The Blonde Abroad, a travel blogger who shares visually stunning travel experiences, attracting sponsorships and collaborations. She has built a following of over 133,000 followers on Pinterest, highlighting how travel content creators can grow their audience and monetize their content.
These success stories show how smart use of the platform can lead to impressive growth and new opportunities.
Final Thoughts
Pinterest isn’t just for hobbyists—it’s a game-changer for your small business. If you’re aiming to boost website traffic, build your brand, or tap into new audiences, Pinterest has got the tools and features to make it happen. Understanding its demographics, sharpening your SEO skills, and creating memorable content, you can tap into Pinterest’s full potential and make it a key player in your marketing strategy.
Sources
Pinterest. Audience insights.
Pinterest. Types of pins on Pinterest.
Smart Creative Social. Pinterest keywords: The easy way to start keyword research.
Hopper HQ. Best time to post on Pinterest.
Oberlo. Pinterest age demographics.
Later. Pinterest analytics.
