When it comes to content marketing most small business owners like to focus more on WHAT they’re creating and less on HOW they’re sharing what they create.
But what if I told you you didn’t need to create tonnes more content, you just needed to get your existing content working harder for you?
Whatever your content marketing channel of choice, there’s a good chance you’re not giving your content its full potential lifespan if you’re not repurposing and cross-promoting it.
This is where Pinterest comes in. It’s one of the best ways to make your content last longer and reach further, and it’s a no-brainer if you want to increase your online visibility without creating more content.
This is why I’ve invited Pinterest Strategist, Sarah Burk, onto the blog to spill the tea on how the platform works, how it can benefit your business, and what to do if you’re just starting out.
The reason Pinterest is so powerful for increasing visibility is because of its algorithm. While it shares some features of social media platforms – engagement, and followers – Pinterest is actually a visual search engine.
The Pinterest algorithm is much more similar to Google in that it relies on SEO to understand your content and deliver it to the users who are looking for that content.
Since your content on Pinterest isn’t limited by distribution to just your followers, the opportunities for your content and brand to be discovered by brand-new audiences are enormous.
Search engine optimization for Pinterest shares similarities with Google search engine optimization, but it’s much more simple. At the end of the day, Pinterest SEO is all about keywords, or the words and phrases you use to describe your content.
Your goal in optimizing your Pinterest content for discoverability is to use the terms that Pinterest users are actively searching for on the platform.
It’s also important to note that Pinterest SEO doesn’t just refer to the individual pins themselves.
When you publish a pin, Pinterest tries to collect as much information about that pin as possible. Yes, that includes the title and description on the pin itself, but it also includes the board title and description you’re pinning it to, the URL you’re pinning to, any text on the pin image, and even the other pins on the board.
Now that you know the nitty-gritty of how Pinterest works in general, let’s talk about why it’s so beneficial for business owners. But first, is Pinterest right for all business owners?
Not every business needs to be on Pinterest, and not every business will benefit from Pinterest.
Some businesses, like local, brick-and-mortar businesses that don’t have an e-commerce component might not be a good fit for the platform at all. It’s difficult to target specific, location-based audiences on Pinterest.
There are some exceptions, like photographers, wedding vendors, or other in-person service providers that Pinterest users might actively search for. But in general, if your business relies on in-person sales, Pinterest likely isn’t the best use of your time.
If your business is primarily online, whether product-based or service-based, Pinterest can be a great addition to your marketing strategy!
However, before you invest time and effort into the platform, I recommend having a website and some form of consistent content (like blogs) to promote on Pinterest. That makes it especially effective and worth your time!
If you’re ready to get your business on Pinterest, here are some of the benefits you can expect.
97% of all Pinterest searches are unbranded, which means that Pinterest users are open to discovering content from new brands.
Pinterest users are typically on the platform to get inspired or to find solutions to their problems and questions. If your content fills that need, it doesn’t matter whether or not they’re following you or if they even know who the heck you are.
When you know your target audience and understand what they’re looking for, you can position your content to show up in those Pinterest searches and start building a relationship before they even know they want to hire or purchase from you.
47% of Pinterest users head to the platform specifically to purchase something, and much more use the platform along their path to purchase.
This is especially important for product-based businesses because your customers are actively looking for what you’ve got!
In addition, one study showed that Shopify users spent two times as much money if they came from Pinterest than if they came from Facebook.
While the average lifespan of a post on Instagram is just 48 hours, one pin on Pinterest can bring traffic and sales to your business for weeks, months, and even years!
The effect of consistent Pinterest marketing is cumulative, so your rewards only get better and better with time.
If you’re already putting in the effort to create great content on your blog or social media platforms, it only makes sense to repurpose that content on Pinterest, where it can continue to work for your business.
Unlike social media platforms that want to keep users on the app for as long as possible, Pinterest is designed to send users to your website. Every pin can be linked to your blog posts, products, sales pages, or anything you want, and users expect to end up on another site.
Of course, this means it’s even more important that the content on your website follows through on the promises you made in your pin. But when it comes to driving traffic to your own online spaces, Pinterest blows other platforms out of the water.
If I’ve convinced you that it’s time to get your business on Pinterest, like, yesterday, here are a few best practices to follow as you begin your Pinterest marketing journey.
Sarah is a Pinterest strategist and manager based in North Carolina. A marketing nerd and analogy enthusiast, Sarah is obsessed with helping online business owners find data-driven, sustainable marketing solutions that get them off the endless content creation cycle, without sacrificing their business growth