How to Plan your Pinterest Business Account like a Pro
Before I start working with clients on their Pinterest Strategy, I send them a questionnaire. This short questionnaire gives me information about clients' Pinterest goals, their Brand, their Business and their Ideal Audience. Getting the answers to these questions means I can set up clients' accounts and create strategies with purpose. And if you create a strategy with a purpose, it's far more likely to be successful.
I know it's really exciting when you're starting something new, you just want to dive straight in but you'll get off to a better start if you get prepared. So before you charge on ahead with your Pinterest Strategy, make sure you've got the following four questions answered! I've included examples and / or strategy variations at each stage, using my pretend Wedding Stationary Boutique as an example client.
1. What are your aims for your Pinterest Account?
There are a number of different reasons for using Pinterest for your Brand and Business. And your strategy will vary different depending on your Pinterest account goals. The goals for your Pinterest account will affect how you write your Bio, organise your boards, and the types of boards you have.
Aim 1: To generate Traffic.
If the aim of your Pinterest account is to generate traffic to your blog, your strategy would be based heavily around pinning as much of your own content as possible, while building up a valuable resource of niche specific content, to attract the attention of your Ideal Website Visitor. Your Wedding Stationary Boutique sells Handmade, custom Invitations, Save the Date Cards & Table Settings as well as affordable printable designs for the DIY customer.
A strategy to attract traffic would target customers for both these lines, so would include boards for the discerning DIY-er as well as those looking for a bespoke solution.
Aim 2: To get Subscribers.
Getting Subscribers is a very specific aim and in this situation you would curate content similar to the sort of content you send out for your Subscribers. For example, if your Wedding Stationery Boutique sends out 'behind the scenes' peaks and teasers of new designs to your subscribers, you would create design related boards; colour palettes, typography and patterns, Inspiration boards and a work in progress board to show your own design processes in action.
Aim 3: Attract Clients.
To attract clients you need to show people that you are an expert, and how well you can solve their problems. Your portfolio should be front and centre of your Pinterest account, your Bio would include that you create bespoke hand designed Wedding Invitations, and your boards would celebrate hand made, bespoke Weddings and Wedding accessories.
Aim 4: Share the more personal side to your Brand.
In this situation, your selection of boards would be broader, to include more personal ones that give a sneak peak into the person behind the brand. Ideally, they should still be related to things that would also attract your ideal audience, but some totally personal ones are ok. Remember, though, that people can follow just one of your Pinterest boards, so if they're following just your personal ones, they're highly unlikely to ever become clients. Which seems a little bit pointless when marketing your Business.
2. Who is your Audience?
This is the question you need to ask yourself about absolutely everything related to your business anyway, but it's super important on Pinterest, with it's smart feed algorithm that behaves more like a search engine.
Introducing The Audience Pathway
In Module One of The PinGroPro Blueprint Pinterest Course, I get my students to create an Audience Pathway. An Audience Pathway gets you thinking about how your audience will get from their first exploratory searches on Pinterest to your product, service or blog.
There will be potential clients on different stages of their journey to your services at different times. And your aim as a Pinterest marketer is to attract these potential clients at each stage:
The Problem Stage:
At this stage, your customers may not know that your solution even exists. All they know is they have a problem that they need to find an answer to. At this stage you would be targeting potential customers browsing Wedding Inspiration, Wedding Planning or Wedding Themes boards.
The Options Stage:
At this point your potential client has a list of all the things they need to organise for their Wedding. They know they need flowers, a dress, a venue, Invitations & Table Settings... At this stage your potential customers are searching for Wedding Invitations. They might not know yet that they can hire someone to design bespoke ones for them, or they may be still considering DIY-ing them.
You can filter your clients at this stage from a Wedding Invitations board, containing a broad selection of different types of Invitations, to more specific boards such as Handmade Wedding Invitations.
The Solutions Stage:
At this point, your potential client knows they want Hand designed, unique Wedding Invitations. So now is where you show your best stuff on your Portfolio Boards and boards relating to your unique specialities.
To get your hands on Module 1 of the PinGroPro Blueprint Course Challenge, join us in The Badass BusinessMum's Club. (Update: The Challenge has now ended but Module 1 is still in The resource Library)
3. How can you attract your Ideal Audience?
When you know what your Ideal Audience are looking for, you need to know how to attract them. What is it about your Brand that means you're perfect for your Audience? How can you show:
Your Knowledge & Skills?
What are you particularly good at in your particular niche? It might be beautiful hand lettering, or intricate patterns, or clever card folding. Whatever it is, create a board to show it off.
How well you relate to their problem?
As a creator of handmade Wedding Invitations, your customers aren't looking for cheap, quick solutions. They're looking for quality, individuality, that extra something special. Show them you understand that by curating Inspiration and Information on your Pinterest boards that will appeal to them. Not all Weddings (or anything else) are created equally!
How your Visual aesthetic will mesh with theirs?
If your favourite Wedding invitations to make use pastel colours and lace, don't start pinning images of brightly coloured ones! Save pins that are attractive to look at and use a design style and types of colours your audience will love. Keep your account looking cohesive with your brand colours in your board covers, profile picture and across some of your pins.
4. What keywords will you use?
Before you head over to Pinterest with your new clarity on your Goals, Customer & Brand, choose a selection of keywords to use in your account. Choose a couple of broader ones to target the customers just starting their Wedding planning and looking for inspiration and ideas. The some more detailed ones to target the customer looking for Wedding Stationary, and finally very specific to your particular hand designed Wedding Stationary.
Here are 10 I came up with for the pretend Wedding Stationary Boutique:
- Wedding Ideas
- Wedding Planning
- Wedding Themes
- Wedding Stationary Ideas
- Wedding Stationary Design
- Bespoke Wedding Invitations
- Handmade Wedding Invitations
- Unique Wedding Invitations
- Shabby Chic Wedding Invitations
- Vintage Wedding Invitations
So, a quick recap; How to get prepared for creating your Pinterest Strategy:
- Decide on your goals for your Pinterest Account
- Create your Audience Pathway
- Plan your Boards to showcase your Brand Specialities
- Choose your Keywords
Time to Take Action: If you'd like more insight in getting prepped before creating your Pinterest Strategy, join us in The Badass BusinessMum's Club where you can download Module 1 of The PinGroPro BluePrint Pinterest Course for Free
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