As small business owners, we’re continuously seeking ways to expand our reach, connect with our audience, and drive business growth. When we founded With Grace and Gold in 2014, we quickly realized the power of using visual content to build brand awareness and drive visitors to our website. Pinterest, with its emphasis on visually engaging pins and boards, refers the most visitors to our website among any marketing approach we have used or currently use. Pinterest has equipped us to showcase our work, engage with our audience, and expand our reach. It’s likely Pinterest can serve and uplift your business, too — so today, we’re excited to share how to use Pinterest for business growth.

How to Use Pinterest for Business Growth

Welcome to Episode 202 of the Brand It, Build It Podcast — “How to Use Pinterest for Business Growth!” I’m your host, Kelly Zugay.

Pinterest has over 450 million monthly active users. 85% of pinners say they’ve made a purchase based on content they saw from brands on Pinterest. Pinterest is not just a social media platform; it’s also a search engine. This means that your content on Pinterest has the potential for long-term visibility and discoverability, unlike the fleeting nature of some social media posts.

Pinterest can truly serve and uplift businesses of all kinds, and today, I’m excited to share 8 steps toward using Pinterest for your small business growth:

1. Optimize Your Profile. Just like any other social media platform, your Pinterest profile serves as your digital storefront. It’s the first impression you make for potential customers. Ensure your profile is complete, including a clear profile picture, a keyword-rich description, and a link to your website. Use keywords relevant to your business niche to optimize your profile for searchability.

2. Create Compelling Graphics. Create captivating content! Pinterest is a highly visual platform, so your images need to be eye-catching and on-brand. Pins are the currency of Pinterest, so it’s essential to create visually-appealing, click-worthy pins. Invest time and effort in designing graphics that stand out in the Pinterest feed. Use high-quality images, bold variations of your brand fonts, and vibrant colors to grab attention, using a program like Canva. Whether you’re showcasing your latest blog post, products, sharing videos or reels, behind-the-scenes glimpses of your business, or offering helpful tips and tutorials, make sure your pins are engaging and shareable. The goal is for a Pinterest user to repin your pin, and click through to your website.

3. Develop a Content Strategy. Develop a content strategy that outlines what type of content you’ll share, how often you’ll post, and when you’ll post. Whether it’s curated content, original creations, or a mix of both, ensure your content aligns with your brand identity and resonates with your target audience. And remember to stay consistent with your posting schedule to maintain engagement and visibility. We use a platform called Tailwind for scheduling and automatically pinning content on Pinterest.

4. Join Group Boards. Group boards are communities on Pinterest where multiple users collaborate to share content on a specific topic or theme. Joining relevant group boards in your niche can expand your reach and expose your content to a broader audience. Look for active group boards with engaged members, and don’t hesitate to contribute valuable content to drive engagement and build relationships within the community.

5. Utilize Keywords Strategically. As mentioned earlier, Pinterest is a search engine, so optimizing your content with strategic keywords is crucial for visibility. Conduct keyword research to identify popular search terms and phrases related to your niche. Incorporate these keywords into your pin descriptions, board titles, and board descriptions to improve your chances of appearing in Pinterest search results and driving organic traffic to your content.

6. Leverage Pinterest Analytics. Pinterest offers robust analytics tools that provide valuable insights into your audience, content performance, and overall Pinterest strategy. Regularly review your Pinterest analytics to identify trends, track performance metrics, and optimize your strategy accordingly. Pay attention to which pins are driving the most engagement, which boards are resonating with your audience, and adjust your content strategy based on these insights.

7. Engage with Your Audience. Don’t forget to engage with your audience on Pinterest. Respond to comments, interact with other users’ content, and participate in conversations within your niche. Building genuine connections and fostering a sense of community can strengthen your brand presence on Pinterest and increase loyalty among your followers.

8. Consistency. Our final key strategy is consistency. To make the most of Pinterest’s algorithm, aim to regularly pin fresh content to your boards. Whether it’s daily, weekly, or somewhere in between, establishing a consistent pinning schedule will keep your audience engaged and help you stay top-of-mind. Programs like Tailwind, allow you to create a Pin, and then schedule it to naturally “circulate” through your boards weekly, monthly, and more.

Unlocking Pinterest’s power for your small business growth requires a strategic approach and consistent effort. You can harness the full potential of this platform to elevate your brand and drive meaningful results. We hope you found these strategies valuable and actionable for your small business. Remember, Pinterest isn’t just a platform for inspiration; it’s also a powerful tool for business growth. Thanks for tuning in!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.

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