You may have noticed that I keep banging on about Pinterest a lot recently. That’s because I think it’s a really important tool for search traffic, and most people are over looking this opportunity.
So you probably now already know that Pinterest is ‘something’ you should invest either time or money in. It’s free website traffic after-all right? But you still aren’t sure exactly how it works. I asked Pinterest expert Eve Tokens, who manages all of my client’s Pinterest accounts to explain a bit more about it in a way that is easy to understand for those of us that are still struggling a bit. Here’s what she says…
When I was asked on a recent podcast interview to explain how Pinterest works in ‘non-Pinterest’ terms, I came up with the following:
Imagine that your Pinterest profile is actually your house!
When we spend time putting our house or home together, we usually follow a basic ‘rule’ system.
Hanging up our clothes closets, and tidying away the cutlery into in kitchen drawers. That kind of thing.
Well, Pinterest actually works in much the same way. Let me break it down!
Pinterest Topic Boards: The Rooms In A House
I live in an old Rectory in the middle of nowhere on Anglesey. Although it’s a tad dilapidated it has the following rooms:
– Sitting room
Now, let us think of these rooms in Pinterest terms – as topics – for a small business with an online store selling handmade jewellery:
These ‘rooms’ of your house, or Pinterest ‘topics’ are actually your Pinterest boards – the broad topic ones! Then of course there are the more specific boards, we’ll call these niche boards. How do they work?
Pinterest Niche Boards: The Cupboards In Your Rooms
Think about your kitchen. You have a cupboard for crockery, different cupboards for different groceries. Those are your ‘niche’ topic boards.
So, sub topics of the ‘room’ Rings would be:
– Silver rings
– Gold rings
– Wedding rings
– Engagement rings
– Men’s rings
These are all specific cupboards – or jewellery boxes! – where you would only store a certain type of ring.
Pinterest Pin Images: The Contents Of Your Cupboards And Drawers
Now, being that you wouldn’t add your knives and forks to your sock drawer in the bedroom, or you salt and pepper pot to the bathroom cabinet, the same is true of your Pinterest Pin graphics.
Sticking briefly with our jewellery example:
Weddings rings could go onto the silver rings, gold rings and wedding rings boards (cupboards) but cannot go onto the engagement rings and absolutely, definitely do not get placed in the cufflinks or bracelets boards. Does that make sense?
Here’s the same concept as I would apply it to Michelle’s Pinterest account:
Marketing is Michelle’s kitchen – a main topic board – and then we have:
– Email marketing
– Content marketing
– Facebook marketing
– Instagram marketing
– Pinterest marketing
She wouldn’t add a pin about Facebook marketing to her drawer of Pinterest marketing because the two subjects are different. But what she would do is add any of the following posts to her Pinterest marketing board:
1. Basic Pinterest for small business owners
2. Learn how Pinterest can help you grow your website traffic
3. Why Pinterest followers aren’t important to growing your small business
Each of those posts are totally – and only – relevant to her Pinterest marketing board.
Your Pinterest Bio: The House Address
Lets just finish off with this. Your Pinterest bio, is also very important, and kind of considered to be like your credentials.
Imagine you’re having a party at your house. You’re going to send an invite, and you’ll usually include the following information on it:
1. Who the invite is from
2. The theme of the party
3. Who the party is for
In real terms this is becomes:
– Eve Tokens, Pinterest Marketing for small business owners.
– Michelle Purse, Marketing for small and ethical businesses.
There’s no ambiguity in those profile bios. They can be added to, with important keywords, but they’re clear and concise. Just like your street address.
Now, the next stage would be to think about the keywords that you should be using:
1. In your bio (invitation)
2. For your main boards (rooms of your house)
3. For your niche boards (cupboards and drawers of your rooms)
4. Pin descriptions (contents of no.3)
I know that like most things new to us, it can seem incomprehensible but I hope this makes understanding just ‘how’ Pinterest works that bit easier, and you’re more able to create and grow a Pinterest business account of your own.
Pinterest Starter Course
Are you ready to start a Pinterest strategy for your small business? Eve has a fantastic DIY starter course if you aren’t yet in a position to have an expert manage it for you. Plus I would always recommend getting a bit of knowledge yourself anyway. Check it out here.