Many event professionals share a love-hate relationship with Pinterest. It provides the industry with loads of inspiration, but it often sets unrealistic expectations for couples. In particular, Pinterest has gotten a bad reputation for appealing to penny-pinching couples who want all of the overly designed aesthetics for none of the cost.
For some industry pros, that is reason enough to divert one’s marketing efforts to social media platforms and luxury wedding blogs where they feel they can talk directly to their ideal clients. Yet, while DIYers do love Pinterest, they aren’t the only ones using the platform to seek inspiration and advice for their big day. With over 443 million users at the start of 2023, it’s safe to say that the powerful search engine attracts engaged couples at all price points.
After all, high-end couples have questions too and they still need to collect ideas for their celebration. Most have never planned a large-scale event, let alone a wedding. And when they realize social media channels like Instagram, TikTok, and Facebook are difficult to search and save ideas, Pinterest becomes the ideal platform for them to start planning.
Are you ready to start leveraging Pinterest to reach the luxury clients you desire? Follow these steps to make the most of this valuable channel.
Know your audience
Pinterest is driven by visuals, so you will get what you put out. For instance, if you produce luxury content, that’s the attention you’ll receive in return. With that said, be mindful that you can’t prevent budget-minded couples from finding and saving your pins. However, this is not a problem! Your goal isn’t to limit your content to your preferred audience but simply to ensure those that are in a position to hire you can find you.
Consider what inspires your ideal clients. What are they looking for during the wedding planning process? How do they search for ideas? If these questions leave you stumped, some market research can go a long way. Talk to current and past clients to learn more about their planning process and ask how they found inspiration for their big day.
Support prospects at every step
There’s a common misconception that couples use Pinterest heavily at the start of the planning process, only to let their inspiration board collect dust once they’ve handed over the design to their vendors. But that’s not the case!
Instead, couples use Pinterest throughout the entire planning process, providing countless opportunities for touchpoints on their journey to the aisle. In the beginning, they often search for wedding destinations, venues, design trends, and planning tips. For example, if an engaged couple dreams of a romantic wedding in the mountains, they might look for the best places, ideal times of the year, and thematic décor to save for later.
But even when they’ve booked vendors and confirmed a design plan, they’ll continue returning to Pinterest for plenty of other ideas. Wedding party gifts, rehearsal dinner outfits, honeymoon ideas, post-wedding brunch tips—many couples think of Pinterest as a wedding planning companion, regardless of their budget.
So instead of creating posts exclusively for newly engaged couples, consider how you can develop content that follows them throughout the process.
Be intentional with language
As with any marketing channel, words matter. Your ideal clients will only search for words they know, so avoid industry jargon and stick with simple terms. For example, we often use the term “linen” to describe table coverings—however, outside of the event industry, “linen” is more commonly associated with clothing. So instead, using a broader term like “table linen” or “tablecloth” would better match a prospect’s search.
Beyond connecting with your audience, your language helps the Pinterest algorithm serve your content to the right people. When creating posts, avoid terms like “budget” or “DIY” and sharing advice on ways to stay on budget or save money. Likewise, make sure to describe what appears in the photo accurately. Don’t be afraid to get specific. If you’re sharing a blush bridal bouquet from a springtime wedding in New York City, put that in words!
Make it easy to connect
The ultimate goal of posting on Pinterest is to drive users to visit your website and get to know your offerings. So make it easy for people to find you! Confirm that your profile states who you are, what you do, who you serve, and where you operate. Include up-to-date contact information and your website link, ensuring it is simple to reach you.
Needless to say, a strong Pinterest strategy does little if your website doesn’t provide visitors with answers! To further pre-qualify prospects, update your website to include details about pricing and the areas where you work so people immediately know whether you’re a fit. A clear services page or a contact form that asks qualifying questions can weed out much of the traffic from Pinterest who aren’t in a position to work with you.
Pinterest remains a leading channel for reaching couples across all budgets. So if you’ve steered clear in the past, it’s a good time to let go of misconceptions and try it yourself. You’ll be surprised to learn who’s really scrolling on the other side of the screen!
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 who are struggling with their online presence.