After a long hiatus from Pinterest—our last post was in August 2011—we decided it was time to return and revitalize our presence on this powerful platform. Officially launching our new marketing efforts on January 2, 2024, we set out with a fresh strategy and high hopes. Our aim was to leverage the unique strengths of Pinterest to showcase our visually rich content and connect with a broader audience.

Why Pinterest?

For those unfamiliar, Pinterest is a unique platform that functions more like a visual search engine than a traditional social media site. Users create organized boards where they can save and easily retrieve their favorite pins, making it a valuable resource for businesses to showcase their content in a way that stays accessible to their audience. This is particularly beneficial for our business, as we focus on providing visually rich content related to interior design and entrepreneurship.

Pinterest's format allows users to discover new ideas, products, and services in a highly visual and engaging manner. Unlike other social media platforms where content quickly gets buried in feeds, Pinterest pins have a longer lifespan and continue to drive traffic over time. This makes it an ideal platform for businesses looking to maintain a consistent online presence and attract long-term engagement.

Our New Approach

We started by leveraging content from our existing blog posts, creating multiple pins for each one. On average, each blog post yielded about five pins, giving us a substantial amount of content to share. In addition to these pins, we posted inspirational quotes about entrepreneurship, interior design, and goal-setting.

Calls to action (CTAs) were an essential part of our strategy. Our posts included prompts such as "Join our community," "Check out this freebie," "Sign up for our newsletter," and "Let's set up a marketing call." Each pin included a link, directing viewers either to a specific section of our website or to our home page. This approach ensured that every pin had a purpose and a clear path for users to engage further with our content and services.

Content Strategy and Execution

From January to June, we posted Monday through Friday, then ramped up to posting every day of the week. Interestingly, over 70% of social media users are active on weekends, which justified our decision to increase our posting frequency. We focused on a variety of content types:

• Blog-derived Pins: Sections from previously written blogs transformed into visually appealing pins.We would average about 5 pins per blog post, so this was a great way to repurpose our content.
• Inspirational Quotes: Motivational content related to entrepreneurship and interior design. These posts aimed to inspire our audience and reinforce our brand's values.
• CTAs: Encouraging engagement through community building, freebies, newsletters, and consultations. These posts were designed to drive action and convert viewers into engaged community members or clients.

We also experimented with different pin formats, including static images, infographics, and carousel pins. By diversifying our content, we aimed to appeal to a broader audience and keep our feed dynamic and engaging.

Challenges and Learning Experiences

One of the biggest challenges we faced was the unpredictability of user engagement. Some pins gained traction almost immediately, while others became popular weeks later. This randomness made it difficult to identify patterns in what content our audience preferred. To address this, we continuously monitored our analytics and adjusted our strategy accordingly.

Another challenge was maintaining consistency in our posting schedule while ensuring high-quality content. We found that planning and scheduling our pins in advance helped streamline the process and kept us on track. Additionally, we learned the importance of staying flexible and responsive to trends and audience feedback.

Our Results

When we started in January 2024, our analytics were modest:

• 1,347 impressions (the number of times our pins appeared on screens)
• 23 engagements (the total number of engagements, including clicks and saves)
• 2 outbound clicks (the number of clicks to the destination URL in our pins)
• 584 total audience (the total number of pinners who have seen or engaged with our pins)
• 14 engaged audience (the number of pinners who engaged with our pins)

As of this past month, we have seen growth across all metrics:

• 2.52k impressions

• 33 engagements

• 4 outbound clicks

• 1.48k total audience

• 20 engaged audience

Our progress, while not overnight, is promising. It took about three months to start seeing a noticeable increase, which aligns with our understanding that Pinterest functions more like a search engine than a traditional social media platform. This gradual growth reflects the importance of patience and persistence in digital marketing.

Data Insights

Analyzing our data, we noticed that pins related to actionable tips and visually striking images tended to perform better. This insight has been invaluable in refining our content strategy. We've also learned that consistency is key—posting regularly keeps our audience engaged and our content visible.

Additionally, we discovered that pins with clear, compelling CTAs were more likely to drive engagement and clicks. This reinforced the importance of not only creating visually appealing pins but also ensuring they have a strong, actionable message.

Future Goals

Looking ahead, we aim to:

• Experiment with different types of content: Including videos and infographics to diversify our feed and engage users in new ways.
• Utilize Pinterest's analytics tools: To better understand our audience and optimize our content strategy based on data-driven insights.
• Collaborate with influencers and other brands: To expand our reach and leverage new audiences.
• Continue refining our CTAs: To improve engagement and conversion rates, ensuring each pin drives meaningful interactions

For businesses looking to improve their Pinterest marketing, here are a few tips:

• Consistency is Key: Regular posting helps maintain engagement and visibility.
• Use High-Quality Images: Visually appealing content is more likely to be saved and shared.
• Leverage Analytics: Use Pinterest's built-in tools to track performance and adjust your strategy.
• Engage with Your Audience: Respond to comments and messages to build a community.
• Experiment and Adapt: Don't be afraid to try new types of content and adjust based on what works.

Conclusion

Our return to Pinterest has been a learning experience, but the growth we've seen over the past six months is encouraging. We aim to continue improving our strategy, leveraging the unique features of Pinterest to reach and engage with our audience effectively. Stay tuned as we navigate the world of Pinterest marketing and share more insights along the way.

Our Marketing Services

Marketing is essential for growing your business, and we're here to help. Whether you're looking to build your presence on Pinterest or expand across other social platforms, our team has the expertise to guide you every step of the way. We offer comprehensive marketing services tailored to your needs, from content creation to analytics and community engagement. Let us help you achieve your marketing goals and take your business to the next level. Contact us today to learn more about how we can support your growth and success!