I’m going to share something which may surprise you. Pinterest isn’t actually a social media platform. I know, I get it… The beautiful images and Ikea hacks are a little misleading but I can assure you, it’s true. That said, it is Social Media-ish but it’s a lot more Search Engine-ish. Get comfortable, I’m going to break it down for you.
Search Engine vs Social Media
As I mentioned before, the pretty pictures on Pinterest do make it visually appealing (like social media). In addition to this, you’re able to follow other people or businesses, just like a social media platform. However, the ways it is more like a Search Engine are really important and are also how Pinterest will help drive traffic to your website. Like on a Search Engine, Pinterest users can optimise their keywords and content to ensure customers see their pins and follow them to their business websites. Ultimately, Pinterest can help you grow your:
- website traffic
- online community
- email list
How does it work?
Just like people searching on Google, people go to Pinterest to find answers. Let’s say you’re an accountant and you’ve pinned an article about preparing your tax return. A customer comes along and is looking for advice on this exact topic. They see your pin because your cleverly-targeted keywords matched theirs, and your catchy image and strong headline has instantly grabbed their attention. So, they click on your pin. The pin links back to your website and hey presto! You’ve found yourself a new customer.
Sounds amazing! How do I get started?
- Create an account – by setting it up as a business account you’ll have access to analytics, rich pins, a business name and promoted pins. As with everything online, make sure your profile clearly explains who you are and what you do using relevant keywords.
- Verify your website – once you’ve done this your pins will include your profile picture and you’ll get website analytics, showing you what people are saving from your site. For clear instructions on verifying your website, check out the Pinterest website.
- Do your Keyword research – even though Pinterest is basically a Search Engine it’s not Google so what works over there, is not what is going to work here. Take some time to plan out keywords which are well-suited to your business and its target audience.
- Set up about 10 boards – make them relevant to your business. It could be that you’re a graphic designer so you could have one focussed on fonts, another on beautiful images and another on logos. Give each a clear description and ensure it includes those keywords you researched.
- Apply to join group boards – a group board is the same as a normal board but the owner allows collaboration. To pick the right group for you, it needs to be related to your business and have a good number of re-pins (somewhere over 100). The group is even better if it’s got a good clear, keyword rich heading and description, with pins that stay on topic.
From there, it’s time to get pinning! There are some awesome resources out there like Tailwind which can help you save time by scheduling your Pinterest activity. Regardless of how you tackle it, this is definitely a fast growing platform and as a business coach I’m absolutely suggesting to my coaching clients to get involved!
It’s all about starting somewhere and then growing from there. A word of warning though… Pinterest can be very addictive! 😉