“I know I should be on using Pinterest marketing to grow my business but I have NO idea where to start”
I hear this ALL the time from new clients! The general consensus seems to be that business owners keep hearing their business needs to be on Pinterest, but they don’t understand what the platform is, how it works, or what it can do for them.
To clear up all of the Pinterest marketing confusion once and for all, I’m putting together the complete guide to understanding Pinterest for business.
In this post, I’m breaking down all of the Pinterest basics, so you can finally make sense of how it works and why (or if) you need it.
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What is Pinterest?
Pinterest is a visual search engine (not social media!)
It’s a platform where people come to search for content and the search results are visual (i.e. Pin graphics/images, rather than text like Google).
It’s a place where people come to search for something.
Popular searches include recipes, vacation ideas, wedding inspiration, educational content, beauty tips, DIY tutorials, moodboard ideas, branding inspiration, photography, outfits and physical products, and SO much more..
Why use Pinterest as a marketing platform?
Pinterest has two main uses as a marketing platform:
1. Website traffic / lead generation
2. Brand awareness
1. Users come to the platform to search, and when they find Pins that match what they’re searching for, they click through to learn more. This means you have an audience actively searching for what you have to offer.
This differs from social media sites, where the intent is to stay on the platform. In this way, it drives website traffic/lead generation.
2. Searches on Pinterest are almost always “unbranded.” Users are open to information from all sources, not just the brands/blogs/sites they already know and trust.
This offers an amazing opportunity to get your content in front of a whole new audience.
Understanding the Pinterest User
We spoke more in depth about this here, but understanding the Pinterest user is a key component of a successful Pinterest marketing strategy.
Pinterest users are on the platform to take action and find inspiration, ideas, information and new brands.
This offers an amazing opportunity for website traffic, top of funnel lead generation, and brand awareness.
A Pinterest user’s intent is to find answers, solutions, ideas, and inspiration to something they’re specifically searching for.
This means you want to create content that answers questions, educates, and inspires.
What kind of content works best for Pinterest?
Because Pinterest is a search engine, content takes longer to rank and be shown to users, but once it is ranking, it can have a lifespan of months or years.
This means, it’s a platform for sharing evergreen content rather than timely content. Evergreen content can include blog posts, freebies/lead magnets, photography, products, podcast episodes, designs/portfolio pieces, etc.
Where does Pinterest fit in a marketing funnel?
Pinterest is a top of funnel marketing platform- it gathers an interested audience who is discovering you for the first time and then drives them to your website, aka bringing them into phase one of your customer journey/sales funnel.
While it’s possible that a user discovering you for the first time will sign up for your course/buy your product/book your services/etc., chances are it will take more nurturing than that (customers and clients rarely book immediately from any marketing platform.
Pinterest brings an interested audience to the top of your funnel, and from there you can move them along the customer journey through encouraging them to sign up for your newsletter, a free webinar, etc.
Is Pinterest right for your business?
Pinterest is a really amazing marketing platform- IF it’s right for your business. Before you begin, ask yourself the following questions.
Do I create content on a consistent basis? (ex. weekly- biweekly blog posts, regular photo shoots, etc).
Do I create evergreen content?
Is my business location independent?
Do I have a clear sales funnel in place?
Do I have the time/money to invest in Pinterest marketing right now?
Remember that the main purposes of Pinterest are to build brand awareness, drive website traffic, and fill the top of your sales funnel. If these objectives are what you’re looking for for your business then chances are it’s a perfect fit!
Pinterest is an amazing marketing platform that allows you to put your content in front of a huge audience of people that are actively searching for what you have to offer (whether that’s photography, branding inspiration, travel tips, home decor products, recipes, or so much more).
By sharing evergreen content that’s relevant to your audience, you can build brand awareness and drive website traffic to your site, thus bringing a whole new audience into your sales funnel where they can then be converted into fans, customers, and clients.
Ready to grow your business with Pinterest but feeling a little overwhelmed? We’ve got you covered! Check out our services page here to learn more about how we can work together.
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