When it comes to social media marketing, most of us think of the giants: Tik Tok, Instagram, and Facebook. But, what about Pinterest?
Did you know Pinterest is the third-largest social media platform in the US, with over 450 million active users worldwide? The visual search engine which is often overlooked is an absolute game-changer when it comes to connecting with qualified customers, driving traffic to your website, and increasing your sales. So, how can you unleash the power of Pinterest for your small business or brand? Well, firstly…
Treat it as a search engine, not just a social platform
While Facebook and Instagram are primarily social networks, Pinterest is a visual search engine. This means that people actively use it to search for ideas and inspiration, rather than just scrolling through their feeds. And, since Pinterest’s algorithm is based on keywords and search terms, it’s easier to get your content in front of people who are actively looking for what you offer.
Enjoy Evergreen Content
While platforms like Facebook, Instagram, and TikTok place a strong emphasis on video content, Pinterest offers a creative space where static imagery and graphics can truly engage an audience. What sets Pinterest apart, even more, is the longevity of its posts. Unlike video-based platforms where content may only last a few hours or days at most, a pin on Pinterest has the potential to drive traffic and engagement for months, or even years. This is due to the evergreen nature of pins. They don’t disappear from people’s feeds as new content is posted, making it a significant advantage, especially for small businesses that are just starting out.
Boost Traffic to your website
According to a study by Hootsuite, Pinterest drives 33% more referral traffic to websites than Facebook. And, since Pinterest users are actively looking for ideas and inspiration, they can be considered as ‘qualified leads’ which means these leads are more likely to click through to your website to learn more.
So, how exactly can you unleash the power of Pinterest for your small business? Here are a few practical tips to implement Pinterest marketing into your strategy.
Optimise your profile and boards for search
Make sure your profile and boards are optimised with relevant keywords and descriptions so that your content can be easily found by users searching for those terms.
Create high-quality, visually appealing Pins
Invest in creating high-quality images and graphics for your pins, and make sure they are visually appealing and on-brand. This will increase the likelihood that users will save and engage with your content.
Pin consistently and strategically
Don’t just pin once and forget about it – Pin consistently to keep your content fresh and relevant. And… be strategic about when you Pin – according to Sprout Social, the best times to Pin are on weekdays and during off-work hours.
Incorporate Keywords
Using SEO-friendly keywords on your Pins helps improve their visibility and discoverability in Pinterest search results. When users search for specific terms or topics on Pinterest, the platform relies on keywords to display relevant content. By incorporating relevant keywords into your Pins, you increase the chances of your content appearing in front of users who are actively searching for products, services, or ideas related to your business.
Pinterest Analytics
Pinterest Analytics provides valuable insights into your audience, engagement, and performance. Use this data to optimise your strategy and create content that resonates with your audience.
Collaborate with other users and brands
Collaborating with other users and brands can help increase your reach and engagement on Pinterest. Consider joining group boards or partnering with other businesses in your industry to create joint boards and content.
Pinterest stands as an overlooked gem among social platforms for small business owners. Its unique combination of search engine-like functionality, content lifespan, and traffic-driving capabilities make it a valuable addition to your social media marketing strategy. Don’t underestimate the power of Pinterest in reaching your target audience, increasing brand visibility, and driving traffic to your website. Unleash the power of Pinterest for your small business today!