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Pinterest marketing has easily become my favourite way to drive traffic to our website – and this traffic is free and recurring! While usually clumped in with social media, Pinterest should actually be viewed as a search engine.

People go there specifically to find content and plan, be that DIY’s, recipes, fashion inspo etc. Therefore, the Pinterest user is already in ‘search and discovery’ mode. So, if you’re providing value and solving problems, it’s going to be the right platform for your content!

With Instagram, your post disappears into your followers feeds after a day or two. With Pinterest, the content you ‘pin’ has the ability to be ‘re-pinned’, and then those ‘re-pins’ will generate another set of pins..and so on and so forth. Your pins have the opportunity to continually generate traffic for you.

Pinterest Demographics

  • 250 million users per month
  • 80% of people on Pinterest use the mobile app
  • Emerging market: 50% of new user sign-ups are men
  • 40% of Pinterest users have a household income of $100k+
  • 70% of users are female, and 66% are between the ages of 25-54
  • 83% percent of weekly Pinners have made a purchase based on Pins they saw from brands

Setting up Pinterest

  • set up a new business profile here. A business profile gives you access to analytics and pins that come from your website will have your profile picture next to them.
  • claim your website here
  • Set up at least 10 boards when starting out. Be sure to add a cover photo and description!
  • Enable rich pins: Rich pins allow you to link your Pin back to your website. You can learn about rich pins here.
  • be mindful of using keywords related to your niche in your Pinterest profile, board names, board descriptions, pin titles and pin descriptions.

Using Keywords on Pinterest

Keywords help make your content discoverable. For example, if someone searches ‘Capsule wardrobe’ and you have a Pin called ‘capsule wardrobe’ your content will be more likely to show up in search.

If you’re unsure of what keywords to use simply start entering a word related to your niche into the Pinterest Search bar. This will prompt the most popular topics people are searching for within that niche.

For example, if I put ‘capsule wardrobe’ into the search bar and hit enter, Pinterest auto-populates words underneath the search bar. Such as, ‘how to build’, ‘mom’, ‘work’, ‘french’. This is a great way to niche your topic down further, and therefore, make it more likely your content will show up.

Create Pinterest Friendly Graphics

  • High quality, vertical images appear the best on peoples feed because they take up the most real estate!
  • Use an aspect ratio of 2:3 (ex. 1000 x 1500 pixels)
  • Include your logo and/or website on the pin
  • Use eye catching text overlay. This is the copy that will go on your Pinterest image. It enhances the image, gives context and encourages people to take action and click. Make sure the text is concise and easy to read for people using the mobile app.

Here’s an example of one of my best performing pins:

How to Use Mala Beads - Pinterest Link

This Pin was linked to our jewelry website and informed potential customers exactly what our product is and how to use it.

Automate & Strategize Using Tailwind

And here is my secret weapon for driving major traffic with spending the least amount of time: Tailwind! Tailwind is an amazing piece of software that schedules and posts your pins automatically. I went from 2000 monthly viewers to 100,000 viewers in a matter of a few months!

Here’s a great video overview on Tailwind’s basic functions

Tailwind Tribes

Another reason I love Tailwind is their Tailwind Tribes feature! All you have to do is join a ‘tribe’ that’s related to the content you are producing. Simply add your Pin to the tribes feed and everyone pins your content to their board. Not only are you able to promote each other’s content but the reach is incredible!

How I’m using Pinterest going Forward

I’ve only learnt the power of Pinterest within the last year! Check out the graph below- you can see I started with about 2000 viewers/month in May. But after implementing the tips you’ve read above I reached 100,000 viewers/month mid August. That’s an incredible increase in only 3.5 months.

My average monthly viewership from May 2018 – Feb 2019

Now, admittedly, I stopped creating new content in the Fall. Being in the jewelry business we got incredibly busy in the ramp up to Christmas and creating new blog posts fell by the wayside.

However I was able to maintain an approximate monthly viewership of 65,000 from Fall until the present day. Not bad for re-using my same blog content and pinning other people’s images.

What I learnt from the increase in my website traffic that came from Pinterest is, they weren’t always the most qualified viewers, ie: the conversation rate of viewers to buyers wasn’t amazing.

I’ve seen the power of Pinterest and I’m ready to get back into it full stop. So, moving forward here is what I’ll be working on:

  • Consistently create new content
  • Schedule and automate new content on Tailwind
  • Make sure I have 15-30 pins scheduled daily (a combination of my content and other people’s content). This number seems to be the general consensus for Pinterest best practices.
  • Use Tailwind Tribes consistently and keep it up to date
  • Analyze the analytics from both Pinterest and Tailwind

I’ll keep you updated with how my Pinterest journey continues!

And there we go! I think that is one of the longest blog posts I’ve ever written, but there’s too much to say! I know one of the hardest aspects of starting a business is getting traffic to your site without having to spend a lot of money on advertising. If I was starting out again, this is 100% where I would spend the majority of my time (not Instagram). Pinterest is such an under-utilized tool in terms of the small business world, so I hope this post has inspired you!

-Jessica

*UPDATE*

Okay- so it’s been about a month and a half since I wrote this post! Since then I’ve really buckled down and put a lot of focus into implementing the strategies I’ve mentioned above.

As shown above I was averaging approximately 65,000 monthly viewers in February. Now, as of April 4th, I’m averaging 122,000 monthly viewers and it’s been steadily climbing! How cool is that?? I find it so motivating!

Here is how my average viewership has increased from February 12th to April 4th
Average monthly viewership of 122.1k as of April 4th

So, how did I do it? People browse the internet for two reasons- either to be entertained or to learn something. Therefore, I doubled down on creating valuable content for my blog.

After I wrote my blog posts I created Pinterest friendly graphics using the same method I wrote about above. Here’s a more recent example:

Next up- make the most of Tailwind. I had about 10 blog posts with images ready to schedule. I scheduled one per day and added each post to my Tailwind Tribes. After 10 days when all my posts had been pinned on Pinterest- I set up a ‘SmartLoop’ on Tailwind. Meaning, these 10 posts will now rotate on a customized timeline automatically!

In terms of re-pinning other peoples content- I did that straight from Pinterest and re-pinned about 20 images a day. Make sure to only re-pin images you think your audience will be interested in as these pins show up in your home feed amongst your own content.

This little experiment has just re-enforced my love for Pinterest, it is SUCH an amazing tool for small business owners. All in all- my best tips are to create beautiful content, be consistent and to be a curator.

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