You’ve heard of Pinterest but you’re still not convinced of how it can be useful for marketing your coaching business. 2020 has seen an increase of businesses taking on Pinterest and starting to implement marketing strategies on the platform so it is time for you to take a real look at how, as a coach, using Pinterest can help you grow and scale your business and why you absolutely need to market your coaching business on Pinterest in 2021. Ready? Let’s dive in!
What is Pinterest?
Pinterest is a search engine
It is not a social media platform, let me be clear on that once and for all! Pinterest and Instagram are two very different platforms and the way you’ll approach your marketing strategy on Pinterest is completely different from what you’re doing on Instagram.
Think of Pinterest as google with images. Pinterest is a search engine. It means that people go on the platform to look for something like ideas, inspiration, planning life events, etc… People are looking for information to solve a problem. Their use of the platform is based on something they want to achieve.
The fundamental difference between any social media platform and Pinterest is the intention of the users. Social media users login to be entertained, they’re far from taking action on anything but Pinners (or Pinterest users) are looking for their next steps and are ready to take action as long as you give them what they want.
The purpose of Pinterest itself is to inspire people to take action in real life.
Pretty cool, right?
How does it work
As I mentioned above, Pinterest is a search engine, so it mainly works with keywords.
Pinners will type keywords in the search bar and launch a search query. Pinterest will then gather the pins they think will answer the best to that keyword and populate them in the search results. The pins are the same as the links on google and each pin leads to a piece of content outside of Pinterest.
Now, just like google, Pinterest uses different signals to determine the pins they’ll show to their users and it is up to you, as a content creator on Pinterest, to send the right signals for Pinterest to pick up your content. This is why before starting anything on Pinterest, you need to optimize your account. An optimized account is an account set up to attract your ideal clients, as well as sending the right signals to Pinterest which is why it’s crucial to get it right. If you want to make sure you’re optimizing your account the right way, download the Ultimate Pinterest Roadmap to get started with Pinterest. I give you the exact step-by-step to set up your account and a checklist to follow so you can track your progress.
Related: How to optimize your Pinterest account to attract ideal clients
Keywords are the foundation of your Pinterest marketing strategy but what makes Pinterest different from google, and so powerful, is the visual aspects of the results. Pinterest populates pins that are essentially images linked to the piece of content of your choice. In a nutshell, combining strong keywords with visually appealing images is the road to take to successfully marketing your coaching business on Pinterest.
Related: X type of content you can publish on Pinterest as a coach
Why you should market your coaching business on Pinterest
I’ve got so many reasons for why, as a marketing coach, you should market your coaching business on Pinterest in 2021, but I’ll give you 2 main ones.
First thing first, take a look at the numbers:
- 400 million monthly active users in 2020
- 89% of people on Pinterest use it for purchase inspiration
- 78% of users say content from brands is useful, including ads
Imagine 400 million people actively looking for your content that could end up engaging with your business. Pinterest is one of the fastest-growing platforms when it comes to users. 89% of these users are using the platform to make purchase decisions. Plus, they have a higher purchase power (50% of the US pinners have an annual household income over 75k). The last point I want to highlight is that pinners don’t mind branded content. They even think it is useful for them and their research!
Just to be clear: If you’re not marketing your coaching business on Pinterest in 2021, you’re missing a growing audience pretty much ready to convert into customers. Plus, this audience has a higher purchase power than on any other platform. I’m just saying!
My second reason is the purpose of your own business: as a marketing coach, your goal is to help people grow their business and implement successful strategies to bring in leads and income. Women on Pinterest are actually looking for inspiration and help to start and grow their business…
So let me ask you that: Why are you not tapping into that ideal audience actively looking for what you’re offering?
Ok, so you’re probably wondering what Pinterest can do for your coaching business.
Well take a look:
- Traffic generation: Since Pinterest heavily relies on keywords, you can use your content to drive traffic to your website, or pretty much any page you’d like, without having a huge following!
- Visibility: Unlike social media, the pins you are publishing on Pinterest can bring you traffic for years! Talk about an ROI when it comes to the time you spent creating content…
- Authority: I mentioned above that pinners think brand content is useful which means that when pinners found your content on Pinterest, it is easier to establish yourself as an expert and therefore build the trusted relationship you need to convert them into clients.
Where to start to market your coaching business on Pinterest?
Now that you’re convinced you should be marketing your coaching business on Pinterest, let me tell you how exactly you can get started!
- Switch to a business account: this is your first step, no matter what! It is required by the terms and conditions of Pinterest.
- Optimize your account: It means do your keyword research, create your boards, and update your profile.
- Create visually appealing pins: Create a vertical ⅔ ratio image and add a text overlay to let people know what this pin is about.
- Start pinning: Publish pins on Pinterest every day! Consistency is key with Pinterest.
- Use Tailwind: It is a scheduler that will help you automate your Pinterest marketing! I wouldn’t manage any account without this amazing tool!
And if you’re still not sure of how to do it, download the Pinterest Roadmap! This guide will walk you through the optimization process of your account minus the overwhelm thanks to a clear step-by-step and a checklist to keep track of your progress easily!
Alright, I think I made my point and showed you why as a marketing and business coach, you can’t afford to not use Pinterest marketing in 2021!
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