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Hey, fellow moms and business owners!
I know you're juggling a million things—running a business, taking care of the kids, keeping the house in order, and trying to squeeze in a little "me time" too. It’s a lot! And when you add marketing your business on social media to the mix, it can feel overwhelming. But let me tell you, Pinterest can be your secret weapon. If you’re not already using it, you’re missing out on a goldmine of opportunities.
More so than any other social media platform, Pinterest is highly clickable. Each pin can (and should) include a URL. This is powerful for bloggers and Etsy Shop owners alike because you can drive clicks to each blog or each and every product. Since the Pinterest platform is based on visual content, you can test out blog or product images on different pins to see which one your target audience clicks the most.
So, let’s dive into how the Pinterest algorithm works and how you can harness its power to grow your business! The first step is to create or convert to a Pinterest business account, if you haven't already.
Understanding Pinterest: More Than Just Pretty Pictures
Before we get into the nitty-gritty of the algorithm, it’s important to understand what Pinterest is. Unlike other social media platforms, Pinterest is more of a search engine than a social network. People use Pinterest to discover and save ideas for their projects, whether it’s planning a birthday party, redecorating their living room, or finding recipes for dinner. This means that content on Pinterest has a longer lifespan (and is more clickable) compared to other platforms because people are constantly searching for ideas.
Although there are some men on this social media platform, Pinterest users are predominantly women and even more so... they are moms! If your target audience includes moms, your business should definitely include a Pinterest marketing strategy.
The Pinterest Algorithm Demystified
Pinterest’s algorithm is designed to show users the most relevant and engaging content. It does this by considering several factors:
1. Pin Quality:
Pinterest evaluates the quality of a pin based on its image, description, and engagement (repins, clicks, and saves). High-quality pins are more likely to be shown in a user's feed.
2. Pinner Quality:
This refers to how active and engaged you are as a user. If you consistently pin high-quality content, Pinterest will see you as a valuable contributor and show your pins to more people.
3. Relevance:
Pinterest wants to show users content that’s relevant to their interests. It uses keywords from your pin descriptions, board titles, and your profile to determine relevance.
4. Engagement:
The more engagement your pins get (likes, comments, repins), the more likely they are to be shown to others.
5. Freshness:
Fresh content is always favored. Pinterest likes to see new ideas, so regularly adding new pins can boost your visibility. Keep in mind, that your most popular pins can still be older, but it is good to keep posting fresh pins.
SEO for Pinterest: Your Best Friend
Just like with Google, SEO (Search Engine Optimization) is crucial on Pinterest. Here’s how you can optimize your content:
Keywords are Key
Think about what your target audience might be searching for. Are they looking for “easy dinner recipes for busy moms” or “work-from-home business ideas”? Use these keywords in your pin titles, descriptions, and even in your image file names. This way your pins can show up in search results and in front of the right people.
Pro Tip: Use the Pinterest Ad generator to do your keyword research. Even if you don't create an ad, it will suggest similar keywords that users are searching for.
Optimize Your Profile
Make sure your Pinterest profile is complete and optimized with relevant keywords. Use a clear, professional photo or logo and write a bio profile description hat includes keywords related to your niche. This will help improve your topic relevance and Pinterest SEO.
Pro Tip: Create a relevant board to match some of the keywords into general topics. This way you can repin your own pins to the general boards AND to one branded board for only your pins. Check out my Top 10 Pinterest Boards that every Pinterest account should have. Don't forget to pin other people's relevant content to your general boards as well.
Rich Pins
One of the best practices on Pinterest is to enable Rich Pins for your account. Rich Pins provide more information directly on the pin itself, which can increase engagement. There are different types of Rich Pins (article, product, recipe), so choose the one that fits your content best.
Creating Pin-Worthy Content
Now that you understand the importance of keywords and engagement, let’s talk about creating content that stands out.
Eye-Catching Images
Pinterest is a visual platform (there is even a visual search engine feature), so your images need to be high quality and eye-catching. Use bright or calming, clear photos and avoid clutter. Vertical images perform better because they take up more space in the feed. Try Canva pin templates and library of high-quality images to get some inspiration and create video pins using animation. Use your brand color scheme that is pleasing and complementary colors to emphasize brand awareness.
Compelling Descriptions
Your pin descriptions should be compelling and include your keywords naturally. Describe what the pin is about and why it’s valuable. You can also add a call to action (e.g., “Click to read more!”). Use relevant hashtags in your description as well to take advantage of the latest trends that relate to your product pins.
Consistent Branding
Keep your branding consistent across all your pins. This means using the same fonts, colors, and style. Consistency helps build recognition and trust with your audience.
Pro Tip: Use the same set of templates in Canva with your brand colors and fonts for all your pinterest pins. For example, when promoting a new blog post, just copy the same set of templates from the last set and just change the main picture with different images and update the title. This way your pins are recognizable and trustworthy.
Engaging with Your Audience
Pinterest isn’t just about pinning and forgetting. Engagement is key to growing your reach.
Repin and Comment
Engage with other users by repinning their content (saving to your general boards) and leaving thoughtful comments. This can increase your visibility and help you build connections with other pinners.
Pro Tip: Follow large volume accounts relevant to your business and some of their followers to get inspiration for what topics they are pinning and re-pinning. Be careful not to follow too many accounts at once it can be flagged for being too spammy.
Join Group Boards
Group boards can be a great way to get your content in front of a larger audience. Look for active group boards in your niche and request to join. Be sure to check each group for their set of rules and if they require a certain amount of re-pinning.
Scheduling Pins
As a busy mompreneur, you might not have time to pin throughout the day. That’s where scheduling tools come in handy.
Tailwind
Tailwind is an approved Pinterest partner that allows you to schedule your pins in advance. It also provides analytics and suggests the best times to pin for maximum engagement.
Pro Tip: For even better results on Tailwind, try using their smartloops for year-round automatic re-pinnning and communities for large volume re-pinning.
Consistency is Key
Try to pin consistently, whether it’s daily or a few times a week. Consistency signals to Pinterest that you’re an active user, which can boost your visibility.
Pro Tip: Use a combination of some scheduled pins and some manual pins throughout the week, whatever fits in your schedule.
Analyzing Your Performance
Finally, it’s important to analyze your performance to see what’s working and what’s not.
Pinterest Analytics
Pinterest Analytics can provide valuable insights into which pins are performing well, what your audience is interested in, and how your content is being discovered. Use this data to refine your strategy and focus on what’s working. Try incorporating similar product images to your top-performing pins and creating new content.
Pro Tip: One of the most important numbers to watch on Pinterest Analytics is Outbound Links. This tells you if people are actually clicking on your pin links.
Google Analytics
If you have a website or blog, use Google Analytics to track how much traffic Pinterest is driving to your site. Look at which pins are driving the most traffic and try to replicate their success. It can be cumbersome to deep dive into Google Analytics. Here is a quick way to drill down in the menus to find your pinterest analytics.
Pro Tip: From the left menu, click on Reports > Acquisition > Overview then within the data, click on the dropdown menu for both >First User source / medium and >Session source / medium. Pinterest stats will show up in Social, Referral, and I am convinced some shows up in Direct as well.
Conclusion
Pinterest can be a powerful tool for mompreneurs to grow their business. By understanding how the Pinterest algorithm works and implementing a Pinterest strategy, you can increase your visibility, drive more traffic to your site, and ultimately, grow your business. Remember, consistency and engagement are key. Happy pinning!
If you have any questions or need more tips, feel free to drop a comment below. Let’s support each other on this journey of balancing motherhood and entrepreneurship! 🌟
Written in collaboration with artificial intelligence (ChatGPT-3.5). Edited by a human.
Are you Overwhelmed?
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I hope this helps you understand how to make the most of Pinterest. Remember, it’s all about creating high-quality, engaging content and being consistent. If you have any other ideas to share or Pinterest Strategies you love, drop them in the comments below.
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