When you think of Pinterest, do you think the following:
- Only women are on Pinterest
- People only pin food & wedding content
- My target audience isn’t on Pinterest
- I don’t have time for another social network
I don’t blame you. That’s exactly what I thought up until I started experimenting with Pinterest myself.
As with any online marketing, you need to have strategies and goals, otherwise you’ll just saddle yourself with another task that doesn’t really get you anywhere.
Bearing all that in mind, here’s an overview of what you need to do.
1. Create content upgrades for your blog posts
To get people on your email list, you need to offer them something irresistible.
To be worthwhile, it has to be something that is really, truly valuable to your readers. You want to knock their socks off with your knowledge, generosity and all round awesomeness.
After all, the whole point of the lead magnet is to generate enough trust in you, so that (hopefully), one day this person is confident enough to purchase your product or service.
If your heart just sank a little bit because you assumed that creating such amazing valuable content is going to take forever — don’t panic.
Making your opt-in valuable doesn’t necessarily equate to it being long or complicated.
In fact, short and actionable content usually works the best, as people don’t have the time or inclination to digest huge amounts of content. Think things like worksheets, checklists, video tutorials – even a quick Skype chat counts.
If you need some help with working out your lead magnets, I’ve got a free email course that walks you through the necessary steps.
2. Create Your Business Account (or Convert Your Personal Account)
A Pinterest business account is different from your personal account in 3 key ways:
- Rich pins – this is the SEO element of your pinning strategy
- Promoted pins – you can advertise on Pinterest, just like you can on other platforms like Facebook
- Pinterest analytics – keep an eye on what’s popular, what’s being repinned, demographics of your followers
To set up your business account, do the following:
- Step 1: Click on this link, and then follow the instructions to either create your new account or convert your existing personal account to a business account
- Step 2: Verify your website with Pinterest
- Step 3: Apply for Rich Pins (you can do this with the Yoast plugin)
3. Update your Pinterest profile
Your profile on Pinterest has a few key areas that you need to fill out.
1. Profile picture
Use an image that is recognisable to your brand. Ideally, use the same photograph you use across your other social media and online channels.
2. Fill in your business name
If you’re a solopreneur, it’s a good idea to put your name AND your business name in this section, because people might search for you under either of them.
Also use this space to briefly outline what you do, and use keyword-rich descriptions for this.
3. About You
In this section, write a bit about you do, and the products and services you offer. Use keyword-rich descriptions, so that you come up in people’s searches.
Also add a Call to Action that links back to your website. If you have a ‘signature’ lead magnet (mine is my WordPress in a Day course), you can put it here. Whatever speaks most relevantly to what you do.
4. Create topic boards
Instead of treating Pinterest as a place where you collect random stuff that interests you, start thinking of it as a place for you to curate valuable information for your audience.
Create a series of boards – between 10 & 20 – that relate to topics on your blog, or topics that your ideal client would be interested in.
Pinterest is less a social media platform, and more like a Search Engine.
Use keywords that are relevant to your niche when naming the boards, and then pin around 20 relevant pins to each one.
In addition, create 1 board that is where you house all the pins that link back to your own website.
Pulling it all together
So, you might be thinking “OK…but how does this help to grow my email list?”
This strategy is ONLY going to work, if you get hyper-focused on delivering free content. Blog posts with content upgrades are key here.
As your account grows, and you’re active on Pinterest, you’ll start appearing in search results and feeds.
If your pins have compelling headlines, and strong visual branding, they’ll jump out. Your ideal client will click on your pin, and head back to your website to read information from your blog post.
This is where you guide them to the next step – sign up to your list in exchange for your lead magnet.
Over time, by being consistent, the Pinterest algorithm will push more of pins to the top of their feed. Resulting in more clicks to your website, and more subscribers on your list.
Need help putting it all into practice?
I have a free Beginner’s Guide, that takes you through step-by-step how to use Pinterest marketing effectively in your business.