Pinterest is well-known in the industry as the source of our clients’ endless inspiration. Yet, many event professionals don’t use the platform to its full potential as a marketing channel. For some, it can seem like an extra to-do on the list—and one that isn’t quite as simple as hopping on Instagram Stories and sharing a glimpse of one’s day.
Luckily, Pinterest doesn’t have to be an overwhelming task at all! With a few simple strategies and a bit of time upfront, you can maximize your presence and attract more leads through Pinterest—even when you hardly have time to squeeze in for marketing during the busy season.
Keep these five guiding principles close to avoid wasting time and energy as you establish your Pinterest presence.
Set up your profile for success.
Pinterest is an enticing platform that draws you in, but avoid jumping into content creation before completing your account. The figure-it-out-as-you-go method doesn’t work here and will ultimately cause more headaches for you in the long run!
Before creating new pins, spend some time setting up (or cleaning up) your account with a strategy in mind. For example, it’s wise to build out all of your boards first. Then, when you create pins, it’s simple to add them to the appropriate board rather than needing to set everything up at the same time.
Focus content on your ideal customers’ needs.
Many event pros treat Pinterest like just another social media platform, but it’s vital to recognize that users’ intentions are not the same. They are not on Pinterest to get to know you and your business — they have a problem that needs a solution.
Brand familiarity can come later, so avoid using Pinterest to share behind-the-scenes content as you would on Instagram or Facebook. Instead, offer up your knowledge and expertise as the answers to potential clients’ questions. Consider what they are typing into the search bar and start creating content around those queries. What might seem common to you is invaluable for prospects who have never planned a wedding before.
Take advantage of existing content.
The average event professional doesn’t have hours on end to develop fresh, new content for every marketing and social media platform. Fortunately, you likely have more content than you realize. All of your photos from past events count as content and are perfect for Pinterest. Don’t be afraid to dig into the archives to fill up your Pinterest feed. Then, it’s as simple as keeping it updated as new events come in.
You can (and should) also repurpose content from other platforms, like TikTok and Instagram. After all, you are already creating it for your audience. Just be mindful that it must be appropriate for Pinterest. What is successful and engaging on Instagram may work on Pinterest, but not always. When you’re repurposing content for Pinterest, remember to ask yourself what is helpful or inspirational about this piece of content.
Pre-schedule your posts as much as possible.
The number one way to save time on Pinterest is by scheduling your pins in advance. Much like other platforms, a scheduler is invaluable for batch-creating content for publication. Tailwind is the best tool for bulk scheduling, as it was initially built and designed for use with Pinterest.
Consider setting aside a few hours each month to create all of your content—designing graphics, writing copy, and uploading it to Tailwind. Then, you can sit back and let the automated tool take care of it. This approach is perfect for busy wedding and event professionals who don’t have time to squeeze in Pinterest time every day.
Prioritize consistency with your content.
The Pinterest algorithm rewards consistency over everything else, so it’s more important to keep showing up than to unload a ton of new pins every now and then. So whether your definition of “consistency” is five pins per day or 20, stick to a routine when pre-scheduling your content.
If you feel like you don’t have enough to pin your own content, keep creating. Avoid supplementing by repinning other people’s content. It’s of no benefit to your business and your time is much better spent developing your new content consistently.
With that said, it’s also easy to get distracted by all of the new and fancy features that Pinterest rolls out all the time. It’s fine (and fun!) to try out new features, but don’t let it get in the way of creating a consistent presence with your foundational Pinterest strategy.
With a consistent Pinterest strategy, you can expect to start seeing results within three to nine months. However, that estimate relies heavily on how much time you invest and your overall goals for the channel. Avoid comparing yourself to other Pinterest users no matter how quickly it works. Every business’s goals are different, so you have to do what works for yours.
Julianne Smith is a nationally recognized wedding accessory designer, digital media strategist, and small business educator. In addition to being the owner of The Garter Girl, a stylish wedding garter design company, Julianne helps creative small businesses throughout the wedding industry that are struggling with their online presence.