Pinterest is my number one source of traffic across all of my websites. Once I started taking consistent and strategic action to grow my brands through Pinterest, my website traffic more than tripled in just one month of getting serious with my business account.
When I speak with clients or readers on social media, they always ask me the same thing: How!?
They usually follow up this question with asking me one or all of the following: Why do I need to use a business account? Can’t I just pin from my personal profile? Is this going to take a lot of extra time? How long will it be until I start seeing the growth I’m after?
Luckily, I have quite a few blog posts already written addressing some of these questions — and I have a top secret project currently in the works that will help you learn more about maximizing Pinterest to grow your brand — but before you dive into those other resources, it’s important to double check your current usage on Pinterest to make sure you’re not making these 5 common mistakes:
You don’t have a business account
This is the first thing I do for my clients when they hire me as their Pinterest Assistant. Creating a new business account, or converting your personal account, grants you access to a whole new world on Pinterest (and it’s free). Setting up or converting to a business account will not only allow you to create viral-worthy pins that link your audience back to your website, but it will allow you to monitor your Pinterest analytics. You’ll be able to see how your pins are performing and which ones are being saved and how many people are clicking on them to go to their original source (your website). These analytics will give you exclusive access to the behaviors of your current and target audience. Having access to this information may not seem like a huge deal, but if you want to learn how to truly grow your brand on Pinterest it’s important to pay attention to what the data tells you.
A lot of people will ask me if they can just pin images directly from their blog or website to their personal Pinterest, rather than setting up a business account. Of course that’s certainly one way to go about it, but resisting a business account isn’t going to do you much good, plus it literally takes just a few minutes to set up. If you want to learn more about why and how to set up your business account you can take a look at this post here where I get into the details, or you can have me set up your account for you.
You’re pinning images that aren’t relevant to your niche
If you’re a health and wellness blogger, does it make sense for your audience to see your “Dream Wedding” board when they visit your profile? I think the answer is obvious there, yet I see so many clients making this mistake! You have a target audience that you want to attract — whether you want them to read your blog, buy your products, or utilize your services — so you need to create boards and pin images that will bring forth your target audience. If I’m browsing Pinterest and stumble upon a health and wellness profile, I expect to see boards filled with content related to their brand.
If you are going to be converting your personal profile to a business account, you can easily turn some of your off-brand boards into “secret” boards so you don’t lose all the content you’ve pinned over the years. I have plenty of secret boards on my business accounts that I still pin to often, but I don’t want my audience seeing them because they don’t pertain to my niche and will attract the wrong audience. Save the dream wedding and hair color inspo boards for your personal profile or secret boards, and keep your business account specific to your niche.
You’re treating it like social media
Raise your hand if you’ve ever felt personally victimized by the ridiculous algorithms on social media ::raises hand::
I think Instagram and Facebook are secretly run by Regina George (if you don’t get the Mean Girls reference you can ignore that first sentence), because it feels like they’re always working against us. I lost faith in Instagram when they got rid of the chronological feed and made it harder for people to be seen unless you spent countless hours posting, engaging and paying for ads. Don’t get me wrong, social media is still a useful tool, but I’ve seen so much more growth and conversions by utilizing Pinterest, and it all started happening within that first month I got serious with my business account.
A lot of people have what I call social media syndrome when they start working on their Pinterest account — they think that followers are the end all and be all, and have this belief engrained in their minds that if their follower count isn’t going up on Pinterest they aren’t growing. Well my friends, lucky for us, that couldn’t be further from the truth! What matters most on Pinterest is that people are seeing your pins, saving them to their own boards, and clicking on them to land on your website. Those are the numbers that matter. Your audience doesn’t have to be following you to see your content — they just have to see it in a search or on their feed. Sure, it’s nice to see your follower count increase but it’s not a critical measurement of success. Pinterest is not a social media platform: it’s a visual search engine.
This leads me to the next mistake:
You’re not optimizing your board and pin descriptions
Think of Pinterest like Google, but with pictures. When you go to Google you enter certain terms into the search bar and Google pulls up a ridiculous amount of resources that are relevant to your search. Pinterest does the same exact thing but with pretty images. How and why do those images show up in your search? It’s all in the descriptions.
This is another huge reason why you don’t want to just use your personal account to pin images from your website. Those images may very well be pinned without any type of relevant or searchable descriptions, which means your audience could be missing out on finding your content. Every time you upload your own image to Pinterest, you have the opportunity to craft a description that will hopefully show up in your target audience’s search results. This requires a little strategy on your part, so let’s take a look at some examples.
Here’s a somewhat-recent pin I created that has specific, searchable terms (keywords) in the description. I’ve included a few hashtags (no need to go crazy like on IG), but notice some of the words I’m using:
Even looking back at that description there are some things I would change to make it even more searchable, but you get the idea. You want to imagine what your ideal reader, customer, or client would search for when coming to Pinterest (or Google), and try to include some of those keywords in the descriptions of your pins and your boards. This is how your content can end up on the screens of your target audience.
Please, please, please promise me though, you won’t just jam a bunch of keywords into your descriptions. Write out a couple sentences, put some effort into it, then end with just a couple hashtags if you feel so inclined, but don’t just type out random terms or hashtags and throw them in the box.
If you’re stuck on what to say in your description and aren’t sure how to really optimize your pins or boards, think about who your target audience is and what they might be searching for to arrive at your profile. Think about your brand, your content, your products, or services. Once you get used to writing descriptions, you’ll get the hang of it.
You’re not utilizing Tailwind
This last mistake is a BIG one. I’ve talked about Tailwind before and how much I love it for running my Pinterest and Instagram on autopilot. It’s also a huge reason why I was able to triple my website traffic in just one month of consistent and strategic use in conjunction with Pinterest.
If you haven’t seen the post I mentioned above, Tailwind is a Pinterest-approved scheduling tool that allows you to create and schedule pins that will automatically pin to Pinterest at the most optimal times. You can literally schedule out weeks worth of content and save SO much time since you won’t be stuck pinning aimlessly at odd hours. You can even join Tailwind tribes (general or niche-specific groups within the tool), to share your content in order to help get re-shares, drive traffic, and add additional content from other users to your boards. I use Tailwind for all of my clients and it just makes everyone’s lives so much easier.
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If you find that you’re making any (or all) of these mistakes with your Pinterest, don’t stress! They are relatively simple fixes that make a massive difference. If you’re still struggling after making some adjustments, you can check out my Pinterest services here and I’ll be more than happy to help you out! Stay tuned for my special project announcement that will provide you with even MORE Pinterest help!