Leveraging Pinterest for Solopreneurs, Creatives, and Small Businesses

Each morning a friend and I send a meme or image to each other. Usually, it is about the day of the week or something about coffee. I like Pinterest because there are fun, creative images to use.

As a visual-leaning person, I enjoy looking at images and have created multiple boards, highlighting the guests on my former podcasts, writing prompts, and more. But I have not used it much further than pretty pics representing activities in which I am engaged.

A recent episode of The Copywriter Club podcast discussed how to market your business on Pinterest. Is it time to rethink how to use this platform?

?In today’s digital marketing landscape, finding the right platform to promote your brand is essential. Pinterest offers a unique blend of visual discovery and search engine capabilities, making it a powerful tool for solopreneurs, creatives, and small businesses. Let us explore what Pinterest is, how it differs from other platforms, strategies for using it effectively, and what resources help you maximize its potential.

What is Pinterest?

?Pinterest is a platform where users can discover, save, and share ideas through visual content known as "pins." Launched in 2010, Pinterest has become an active community focused on inspiration, from DIY projects to business strategies. For businesses, Pinterest serves as both a search engine and a social media platform, offering many unique opportunities for brand visibility, customer engagement, and product discovery.

As of 2024, Pinterest has approximately 450 million monthly active users globally. This makes it one of the most popular social media platforms, especially for visual content. It is popular among women, who make up around 60% of its user base, but it also has a growing number of male users and international audiences. How can utilize this thriving market for your benefit in driving traffic to your business? Here is more about the user base.

Here is a breakdown of some key demographics:

• Gender: About 60% of Pinterest users are female, but the male user base has grown steadily and now constitutes around 40% of users.
• Age: The largest demographic group on Pinterest is users aged 25-34, followed closely by those aged 18-24 and 35-44.
• Geography: Most Pinterest users are based in the United States, but international usage is increasing, particularly in Europe and Latin America.

?Pinterest is a valuable platform for businesses aiming to reach a diverse and visually oriented audience, with numbers indicating a strong and engaged user base. Consider the people you want to reach. How could you use Pinterest to reach them? Could you broaden your audience?

How Pinterest Differs from Other Platforms

Pinterest vs. Search Engines (e.g., Google)

• Visual Discovery: Unlike Google, which is primarily text-based, Pinterest focuses on visual content. This makes it an ideal platform for brands with strong visual elements, allowing users to discover products and ideas visually.
• Longer Content Lifespan: Pins on Pinterest have a longer shelf life compared to Google search results, which can quickly become outdated. Content on Pinterest can continue to gain traction with pins being discovered months or even years after it is first posted.
• User Intent: ?Pinterest users are often more open to product recommendations, tutorials, and other action-inspiring content due to their high interest for discovery and planning.

Unlike search engines, your pins can live in a curated environment. Once people find and like your pins, the opportunity is there to engage them without being lost to the search engine ethers.

Pinterest vs. Social Media Platforms (e.g., Facebook, Instagram)

• Content Organization: Pinterest organizes content into themed boards, allowing for more structured and intentional browsing. This is different from platforms like Instagram or Facebook, where content is more feed-based. Creating multiple boards can highlight different merchandise, products, and services.
• E-Commerce Integration: Pinterest offers robust e-commerce features, such as shoppable pins, making it easier for users to purchase products directly from the platform.
• Less Algorithm-Driven: Unlike platforms heavily driven by algorithms (e.g., Instagram), Pinterest relies more on keyword searches and user-curated content, offering a more predictable discovery process.

How Your Business Can Use Pinterest

?Pinterest offers a variety of ways to promote products and services:

• Brand Awareness: Create visually appealing pins showcasing your brand’s aesthetics and values.
• Driving Traffic: Use pins to link back to your website, blog, or online store, driving referral traffic.
• Product Discovery: Highlight your products with high-quality images and detailed descriptions to attract potential customers.
• Content Marketing: Share blog posts, tutorials, infographics, and other content to establish your expertise and engage your audience.
• SEO Benefits: Optimize your pins with relevant keywords to improve your visibility in both Pinterest and search engine results.

What to Post on Pinterest

Engaging content is key to success on Pinterest. Here are ideas to get you started:

• High-Quality Images: Use clear, high-resolution images that effectively highlight your products or services.
• Infographics: Share visually appealing infographics related to your industry or niche.
• Tutorials and How-To’s: Create step-by-step guides or video tutorials that provide value to your audience.
• Behind-the-Scenes Content: Offer a glimpse into your creative process, workspace, or daily operations to humanize your brand.
• User-Generated Content: Encourage customers to share their experiences with your products and feature their pins.
• Seasonal and Trend-Based Pins: Align your content with current trends, holidays, and seasonal events to stay relevant.
• Quotes and Inspiration: Share motivational quotes or inspiring messages that resonate with your target audience. The self-help market is strong and thriving.

Building a Following on Pinterest

Building a substantial following on Pinterest takes time and consistent effort. While there are businesses that may see engagement within a few months, growing a significant following can take 6 months to a year, depending on content quality, posting frequency, and audience targeting. Plan accordingly.

Conclusion

Pinterest offers a unique blend of visual and search engine capabilities, making it an invaluable tool for solopreneurs, creatives, and small businesses. The visual aspects allow you to create targeted messaging that drives people to your site.

Instead of one article that can be lost to algorithms you can create compelling pins that live over time to be discovered.

By understanding how Pinterest differs from other platforms, creating compelling content, and leveraging the right tools and strategies, you can effectively build a loyal following and drive meaningful engagement for your business. Embrace Pinterest’s potential to inspire and connect with your audience in visually captivating ways.

Resources for Further Learning:

Pinterest Business Help Center (https://business.pinterest.com/en/help)

Canva Pinterest Templates(https://www.canva.com/templates/pinterest/)

Tailwind for Pinterest (https://www.tailwindapp.com/pinterest)

Pinterest SEO Guide (https://www.searchenginejournal.com/pinterest-seo/)

The Copywriter Club TCC Podcast #409: Market Your Business on Pinterest with Heather Farris (https://podcasts.apple.com/us/podcast/the-copywriter-club-podcast/id1191180794?i=1000665945867)

Heather Farris & Co: Pinterest Marketing for Small Businesses (Heather Farris & Co: Pinterest Marketing for Small Businesses)

I authored this content with the assistance of AI and tools like Grammarly/ProWritingAid. The tone and edits are of my own making.