I shared some celebratory Pinterest stats on Instagram last week and the response I got was overwhelming in the best way possible. The DMs ranged from congratulatory to “please share your knowledge!”.
I don’t believe there should be secrets in the small business world so I was more than happy to agree to share my Pinterest process in a blog post and send it out to anyone who is interested. Community over competition, right?
As both an SEO Strategist and blogger, I want to approach this article as marketing advice for small business owners and bloggers. I truly think that no matter your business (fashion blogging or real estate) you can use Pinterest to drive pre-qualified traffic to your website and with all my SEO clients I help them walk through a Pinterest strategy that works for their brand.
Pinterest is one of those amazing platforms that has less of an algorithm (in the way we think of the Google and Instagram algorithms) and more of a consistency is key strategy. If I were to choose only two marketing platforms to use for the rest of my digital marketing career it would hands down be Pinterest and email marketing.
Currently, 59% of my overall traffic comes from Pinterest. 30% from organic (Google) traffic and the rest is a hodge-podge of Instagram, digital bookmarks, and email traffic.
So, for a little background on the power of Pinterest. I started implementing a rudimentary Pinterest strategy the end of August 2018. Two months later (by the end of October), my traffic from Pinterest had jumped from 420 unique visitors to 2,553.
In just two months my Pinterest-driven blog traffic grew by 503%.
(sorry if that sounds like some spammy infomercial!)
After the initial growth period, my numbers have steadily grown and in the past year are sitting stable between 4,500 and 5,000 monthly users. That’s a 988% growth over August last year.
Overall, Pinterest has been the one thing that has helped grow my audience here on the blog and also has had a trickle effect to my other social media platforms like Instagram.
+ Pinterest is less of a social platform and much more a search engine. This idea helped change my perception of the platform and it’s in the forefront of my mind when I work on my ongoing strategy.
+ Not all Pinterest features are relevant…. Yet. For instance, you now have the ability to create sections inside your Pinterest boards. Currently, these sections don’t have any bearing on the visibility of your boards and pins.
+ Followers on Pinterest are fine but people who don’t follow you will likely still see your content. I have just under 4,000 followers but have over 2 million pin impressions. Accounts with tens of thousands of followers but no consistent content could have only 10,000 pin impressions. At the end of the day, don’t hang your worth on Pinterest followers alone.
+ Following Pinterest trends is a great way to help shape your upcoming content strategy. Pinterest Business releases amazing PDFs and newsletters where they break down what’s trending and what will be trending based on data.
+ Keywords and key phrases are important on Pinterest just like they are on Google. Find Pinterest keywords relevant to your business by using the search bar and the auto-populate feature.
+ Claim your website on your Pinterest account. It’s been a while since I’ve had a non-business Pinterest account but I believe without claiming your website that means you can’t do things like share your blog link in your bio, create rich pins, or see specific analytics. You can claim your website by going to Profile > Claim.
+ Optimize your profile description. People differ on if keywords are important for your profile description so I opted for a simple, relevant description of my blog.
+ Optimize every board description. For every board you already have and every board you want to create, make sure the description is keyword heavy. This is more for Pinterest than your human visitors so make a list of board-relevant keywords and copy/paste into the description.
+ Create hyper-specific boards if you find yourself creating lots of specific content. For example, if you’re a food blogger and you post a lot of crock pot chicken recipes you’d better have a general food board, a chicken recipes board, and a crock pot meals board.
+ Consistency is key. I schedule out between 25-30 pins per week day and 45-50 pins per weekend day. Traditionally this would take a lot of time but I’ve been using a tool called Tailwind for the past year that has been the most valuable money spent for my business.
Tailwind is a Pinterest and Instagram scheduling program that essentially does the work for you.
I browse Pinterest and my blog for the pins I want to schedule for the week and move them into Tailwind where the program has already determined the optimum times of the day for my pins to go live and will automatically share them to my designated boards.
It has so many other important features like specific pin analytics, scheduling one pin to multiple boards in intervals, Tailwind Tribes… I would NEVER have the time to conduct such a robust Pinterest strategy without this program. Hands down the best $14 I spend every month.
You can trial it for 30 days free, no credit card required.
*and as a disclaimer this is an affiliate link and by using it I get a small commission per every visitor that tries Tailwind out.
+ Share the same Pin to multiple boards. Using Tailwind I schedule out one pin to about 8 boards on average. Start by pinning to the most specific board and then work your way to broader boards.
+ Optimize your pin descriptions. Yes, you need to optimize three different locations on Pinterest and pins is the final one. Use keywords in your description of the pin and make sure it’s easy to read in a sentence.
+ Keep an eye on your content that does well. For instance the image to the right went “viral” on Pinterest last year – it was repinned by some big accounts and started gaining traction fast based on the content and composition.
I used that information a few months later to create a similar type of pin/blog post and that one took off as well. So, naturally this year I created a refreshed version of the image with similar results.
Ok, I know I shared a lot. And if you made it all the way to end – well done! Honestly, I try to tell everyone I know about the power of Pinterest. The combination of Pinterest and Tailwind has changed the business of blogging for me and I have no doubt it will do the same for you!
Follow me over my Pinterest if you want to see how my profile/boards are set up and share in the comments what your profile is so I can follow you too!