Pinterest is often misunderstood as just a place to find pretty pictures or gather ideas for a new home decor project. However, for business owners, especially those in the service-based industry, Pinterest is a powerful, yet wildly underutilized tool that can significantly grow your email list, direct organic traffic to your website, and boost the visibility of both your freebies and paid offers. 

If you’re overlooking Pinterest in your marketing strategy, you’re missing out on potential leads and customers. But not anymore. In this blog post, we’ll explore the three most underrated strategies to leverage Pinterest to its fullest potential and how you can stop missing out on these big wins for your business. 

1. Optimizing Pinterest For SEO

When you think of SEO (Search Engine Optimization), Pinterest might not be the first platform that comes to mind. However, Pinterest functions as a search engine in its own right, and optimizing your pins, boards, and profile for SEO is an often-overlooked strategy that can drastically increase your reach.

Keyword Research And Usage

Just like with Google, keyword research is crucial on Pinterest. If you’re curious how this works, start by using Pinterest’s own search bar to find popular keywords related to your business. Pay attention to the suggestions that pop up as you type; these are the exact terms users are searching for. Additionally, tools like Pinterest Trends or even Google Keyword Planner can provide insights into trending keywords on Pinterest.

Once you’ve identified the right keywords, incorporate them strategically:

• Pin Descriptions: Your pin descriptions should be more than just a caption. They should be keyword-rich, giving context to the content behind the pin. Use natural language to describe what the user can expect when they click on the pin, but make sure to weave in relevant keywords.
• Board Titles and Descriptions: Your boards should have clear, descriptive titles that include your main keywords. The board description is another opportunity to use relevant keywords, providing context for the collection of pins within that board.
• Profile Optimization: Don’t forget about your profile! Ensure your bio is optimized with keywords related to your niche. This helps Pinterest understand what your account is about and makes it easier for users to find you.
  
  

Pin Consistency And Frequency

Like any other platform, consistency is key when it comes to Pinterest SEO. Regularly pinning new content keeps your profile active and signals to Pinterest’s algorithm that your account is engaging and relevant. However, it’s not just about pinning often; it’s about pinning the right content at the right times.

Tools like Tailwind can help you schedule pins and ensure they’re being posted at optimal times when your audience is most active. This strategy not only keeps your content fresh but also maximizes the chances of your pins being seen by a larger audience, driving more organic traffic to your website.

2. Creating High-Converting, Click-Worthy Pins

The visual appeal of Pinterest is its main attraction, but many business owners fail to create pins that truly stand out and drive action. A pin that looks good but doesn’t encourage clicks or conversions is a missed opportunity.

Designing For Engagement

A well-designed pin is crucial, but it’s more than just aesthetics. Your pins should be visually appealing, yes, but they also need to be designed with engagement in mind. Here are some design tips to ensure your pins are click-worthy:

• Use Bold, Readable Text: Your text overlay should be clear and easy to read, even on mobile devices. Use bold fonts and contrasting colors to make your text stand out against the background image.
• Incorporate Branding: Make sure your pins are consistent with your brand’s visual identity. This includes using your brand colors, fonts, and logo. Consistent branding helps build recognition and trust with your audience.
• Create Curiosity: The best pins create a sense of curiosity that compels the user to click. Use intriguing headlines and captions that hint at the valuable content behind the pin but don’t give everything away. For example, instead of saying “Download Our Free Guide,” try something like “Discover the Secret to [Desired Outcome] – Free Guide Inside!”
  
  

A/B Testing Your Pins

Not all pins are created equal, and what works for one audience might not work for another. That’s where A/B testing comes in. Create multiple versions of a pin with slight variations in design, text, or even the call-to-action. Over time, you’ll be able to see which pins perform best and can refine your strategy accordingly.

A/B testing can also extend to the landing pages your pins lead to. Ensure that the user experience is seamless from Pinterest to your site, and test different layouts, copy, and offers to see what drives the most conversions.

3. Leveraging Pinterest Analytics To Refine Your Strategy

Many business owners are not using Pinterest’s robust analytics tools to their full potential. Pinterest Analytics provides valuable insights into how your pins and boards are performing, which can help you refine your strategy and maximize your results.

Tracking Key Metrics

Pinterest Analytics tracks a wide range of metrics, but there are a few key ones to focus on:

• Impressions: This metric shows how many times your pins are being seen. A high number of impressions indicates that your SEO strategy is working, and your pins are being surfaced in relevant searches.
• Clicks: Clicks are crucial because they indicate that users are engaging with your content and visiting your website. Track which pins are driving the most clicks and analyze why they’re successful.
• Saves: When a user saves your pin, it’s a strong indicator that they find your content valuable. Saves also increase the visibility of your pin within that user’s network, potentially driving more traffic to your site.
• Audience Insights: Pinterest provides demographic information about your audience, including their interests, locations, and even the devices they’re using. Use this data to tailor your content to better meet the needs and preferences of your audience.
  
  

Refining Your Content Strategy

Based on the insights gathered from Pinterest Analytics, you can refine your content strategy. For example, if you notice that certain types of pins or topics consistently perform well, consider creating more content in that vein. Conversely, if certain pins are underperforming, analyze why that might be and adjust your approach.

Additionally, Pinterest Analytics can help you identify the best times to pin, the most popular boards, and even which keywords are driving the most traffic. Armed with this information, you can make data-driven decisions that enhance your Pinterest strategy and ultimately grow your email list and boost your offers.

Reminder: Pinterest Is A Search Engine, Not Social Media

Pinterest is more than just a social media platform; it’s a powerful search engine and marketing tool that can significantly impact your business’s growth. By optimizing Pinterest for SEO, creating high-converting pins, and leveraging Pinterest Analytics, you can tap into a new audience and drive more organic traffic to your site, grow your email list, and bring more attention to your freebies and paid offers.

If you’re not currently using Pinterest in these ways, we highly encourage you to start. With the right strategy, Pinterest can become a cornerstone of your digital marketing efforts, helping your business in ways social media cannot. 

If you’re excited to explore what Pinterest can do for you, let’s connect.