The Importance of Pinterest Marketing for Digital Planner Businesses
Pinterest is changing the marketing industry and helping small business owners realize that they don't need to be consistently creating fresh content that only has a lifespan of 24 hours to be successful. Pinterest is a long-term game that can help your online business thrive for years while still being able to increase website traffic and reach your specific target audience. After trying various marketing methods for my digital planning business, I now prioritize Pinterest in my marketing plan so that I can increase engagement, website traffic, and sales without having to constantly reinvent the wheel.
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Why Pinterest Matters
It might seem like Pinterest is just another social media platform to add to your already full plate, but really, it's a search engine, which means that people also use it to shop, which is great news for us digital planner sellers! 84% of people who use Pinterest on a weekly basis use the platform when making buying decisions. (blog.hootsuite.com) A lot of these people are women and mothers, which is especially great if you're target audience lies in that same zone. You can reach a wider audience without the effort it takes to show up consistently on Instagram or other similar platforms.
One of my favorite things about Pinterest is that your content doesn't expire after 24-72 hours. Instead, people can find you through a pin you posted a year or more in the past! Your pins can also go viral after a year online as well. This is great because you'll see an increase in your website traffic, meaning an increased possibility for more sales of your digital products!
The bottom line is, if you have a blog, or a digital product to sell, you need to use Pinterest.
The Importance of Website Traffic for Digital Planning Businesses
Unfortunately, not everyone that visits your website is going to purchase one of your products. How amazing would it be if every visitor bought something from you?! But since that isn't possible, we need to increase our website traffic to increase our conversion rates. Your conversion rate is the percentage of website visitors that make a purchase on your site. The average website conversion rate around the world for all websites is 4.31% (source), which means that 4-5 people out of 100 who visit your website will make a purchase. That doesn't seem like a lot, does it? This is why it's important to gain website traffic! When the amount of people visiting your site increases, so does your number of sales.
Another benefit of increased website traffic has to do with SEO (search engine optimization). Just like Pinterest, SEO is a more evergreen way of marketing your business. Search engine optimization is the practice of using keywords, phrases, and in-depth strategies to rank on search engines so that when your ideal customer makes a Google search, you’re website ranks high enough to increase website traffic organically! With Pinterest and SEO, you can put marketing your business on autopilot so you can focus on more of what matters, in both your business and personal life. If you want to rank higher in Google search results, then Pinterest needs to be part of your SEO strategy. When your website traffic increases, the SEO robots that crawl your website sense that your website has valuable information that more and more people appreciate. In turn, they will push your website to more people whose searches match the content of your website.
Pro tip: You can make sure you're ranking for the right target audience on search engines by including the correct keywords in the copy of your website and in your blogs. For example, since I want to rank on Google for both the digital planners I sell and the aspiring digital planner business owners, I use keywords such as...
Digital planner business
Digital Planner for iPad
Best digital planner
What is a digital planner
How do I start a digital planner business
How to Increase Website Traffic Through Pinterest
Just like with most things in business, you need a solid strategy if you want to succeed on Pinterest. This may mean hiring an expert to manage your account for you, consulting with an expert to get started on the right path, or simply learning as you go. Remember that Pinterest is a long-term game, don't expect increased website traffic overnight! Your Pinterest marketing strategy should include:
Your bio, profile picture, and cover image
The main boards' people first see
Pin design
Pinterest keywords
Pin titles and descriptions
Idea Pins
Posting Schedule
Pro Tip - Tailwind is a great tool to use alongside your Pinterest account. You can schedule and pin content, along with joining Tailwind Tribes, which help to increase your engagement and reach. You can learn more about Tailwind by clicking here!
To make a great first impression that draws in your target audience, it's important to have Pins that are both appealing and functional. Include the title of your blog post or the question your target audience is answering in a clear and legible font. Choose colors that complement each other and are easy to read. Include a call to action that tells people what to do next to learn more information. For an idea pin, this could be a concluding slide that tells people to follow you for more tips. For a regular pin, tell people to tap the image and visit your website to get more information.
You can purchase an entire bundle of over 280 Canva marketing templates that are completely customizable to create amazing pins that increase conversions by clicking here!
Now I've mentioned idea pins a few times, but what even are they?! According to Pinterest themselves, idea pins are an easy way for creators (like you and me) to interact more closely with consumers (or your ideal client). They function similarly to Instagram stories, but they don't disappear after 24 hours. You can add up to twenty "pages" of content, which are perfect for how-to tutorials and showcases! These can either be images or videos that can be further customized with text, music, or voiceovers, similar to Instagram reels or TikToks.
Pro Tip: Repurpose your TikToks and Reels as Idea Pins to reach an even wider audience with just one piece of content!
Here's an example of an idea pin I have on my account. With this pin, I have four slides introducing people to a free digital planning notebook download I have. When people view this pin, they're met with a concluding CTA (call to action) to download the free notebook, which will give them a glimpse into how amazing digital planning is and help me grow my email list, which is another one of my favorite (and evergreen) ways to market my business!
See for yourself: Click here to download The Pink Ink Free Digital Notebook.
Final Thoughts
Pinterest is a great place to market your products as you scale your digital planning business. You can build traffic for consistent sales, funnel people into your email list, and form relationships that wouldn't be possible anywhere else! While it can be fun to market your business on Instagram, it can be exhausting. Pinterest is a great place to repurpose content that will never go out of style!
If you’re interested in learning more about starting an Etsy shop and using Pinterest to market your business, I have a step-by-step guide + tool kit to start an Etsy shop selling Digital Products that also comes with a helpful Etsy digital planner as well! You can learn more about the 70-page guide and 50-page planner here.
PS - if Instagram is more your style, check out this blog post all about how to use Instagram marketing to promote your digital planning business!