How to boost your wedding business with Pinterest
24 Jul 2019
Launched in 2010, Pinterest has quickly become an essential tool for promoting businesses, products and services
In 2018, 77% of Pinterest users discovered a new brand or product on Pinterest*, and 84% searched Pinterest when they were undecided about what to buy**; demonstrating how businesses are able to successfully reach new customers using this platform.
According to leading digital advertising and marketing agency Omnicore, every day nearly 2 million people pin product-rich Pins, with 93% of active pinners saying that they use Pinterest to plan for purchases and 87% stating that they purchased something because of Pinterest.
So what is Pinterest? Pinterest is a social media platform for saving and sharing inspirational photos. Many people use Pinterest as a planning and buying tool, such as interior design, menu compositions, fashion styling, photoshoot visions, hair and make-up looks and of course, organising weddings - to name but a few.
Kate Allchin, content and community manager at Pinterest UK, said: “There are more than 250 million monthly active users around the globe using Pinterest. They’re logging in for all kinds of moments, from seasonal celebrations and major holidays to cultural events and daily inspiration. No matter what they’re planning or celebrating, they come to Pinterest to discover, plan and buy.”
If you want to use Pinterest for your business here are some key things to keep in mind:
Create a business account
Business accounts come with extra features, such as ads, insights, analytics and email updates. This is a great way to keep track of your audience and see who is looking and saving your pins in order to target the right consumers.
Get involved in group boards
Group boards are a great way to interact and promote your product to multiple customers at once. For example, there may be a group of brides within a 'Pink Weddings' group trying to find suppliers and products to match their theme. Posting pins of your products into a niche, serious and specific group like this will lead to genuine engagement.
Think about your Pin titles
When posting a photo, you are asked to include a Pin Title. What are the chances of someone accurately searching for 'a beautifully embroidered Justin Alexander SS20 bridal couture gown'? Fairly unlikely, so use key words such as 'backless wedding dress' or 'strapless wedding dress' – terms that are much more user and search friendly.
Always link to your website
Every time you post a pin, always include a link to your website to ensure you are allowing customers access to your website and the opportunity to draw traffic to your business.
Create multiple boards
This is a great option for businesses who offer multiple products. By creating multiple boards on your Pinterest profile, you are able to target customers more accurately. For example, a florist may offer floral decoration, bridal bouquets, buttonhole accessories and flower arches – so creating a board to promote each of these products will direct users straight to the products they are after – as opposed to them scrolling through your profile to try and find the picture of the floral arch you posted a few months ago.
The schedule tool on Pinterest allows you to schedule up to 30 pins which is a great way to connect with customers 24 hours a day, seven days a week and out of office hours. This ensures you are reaching customers at the optimum Pinterest posting times without having to manually send the post.
*Pinterest, Global analysis, Sep 2018.
**GfK, Study with US weekly Pinners, Nov 2018
Have you enjoyed business success with Pinterest? Share your story; email firstname.lastname@example.org.