This article originally appeared in the Summer 2020 issue of Wedding Planner Magazine
For wedding and creative professionals, Pinterest is an invaluable tool for collaborating with clients. It’s often not long after contracts are signed that you’re logging on to Pinterest creating an inspiration board for that event or project. But Pinterest is so much more than a virtual mood board–it’s a marketing platform that can help you attract future clients and monetize your creative service business in new ways. With a little creativity and out-of-the-box thinking, you can tap Pinterest to help your business thrive amid postponements and cancellations as a result of Covid-19. Let’s take a look at how to use Pinterest to market your service based business.
How to attract future clients using Pinterest
Most weddings and events in 2020 have been cancelled or rescheduled due to stay-at-home orders across the country, and creative professionals are dealing with empty calendars and taking big business hits. But the silver lining is that people are still thinking about and planning future events–and they’re doing it on Pinterest.
Pinterest usage is at an all-time high and if you don’t have a strong business presence on the platform, now is the time to create one. Over 300 million monthly users are logging onto Pinterest and many are searching for event inspiration, venues, vendors, products, and more. However, if your content (Pins) aren’t there, you’re missing out on capturing this audience.
Pinterest is a visual discovery engine. Both the words (how you describe your boards and Pin descriptions) and pictures (your Pin designs) matter. Think of Pinterest like a prettier version of Google search. For example, a user goes to Pinterest and searches “wedding photographer San Diego” or “beach wedding venue” and then scrolls through all the images (Pins) until something piques their interest enough to click. Your job is to create and share the images that will stop their scroll. You can’t attract new clients if you’re not showing up in their searches. Put in the effort now, and start attracting clients for future events.
How to use Pinterest to monetize your business in new ways
While attracting new clients helps with filling next year’s calendar, it falls short of helping with the business you lost today. Consider what services or products you might be able to offer people that can help fill the gaps and generate revenue, now.
In addition to planning for the future, Pinterest users are also searching for “in the moment” ideas and solutions. Searches around how to plan virtual parties, DIY floral arrangements, photography tips, and learning calligraphy are all examples. Do you have industry knowledge or skills that relate to your business that you can package in a new way and monetize? Can you offer phone consultations, ebooks, digital designs, or virtual event planning packages?
Users are also looking for products to purchase. From art prints for the home office, gifts to send to friends, and ways to celebrate birthdays at home–people are shopping on Pinterest more than ever. In fact, 83% of users report making a purchase after seeing content on Pinterest. Consider packaging up products or supplies you typically use for clients and sell them online. Create beautiful Pins that point people to your website where they can purchase these items. (See more about selling products on Pinterest.)
Whether you’re hoping to attract future clients or test new ways to monetize on the Pinterest platform, you’ll need to create those scroll-stopping Pins. If you’re not comfortable in a graphic design program you can outsource these to a designer or try a user-friendly program with drag and drop tools (like Canva.com).
Being forced to rethink your marketing strategy and chart new waters on Pinterest can feel overwhelming but the effort will help you connect with clients in new ways. As you begin to plan what new content to share on Pinterest, keep in mind this a new normal for everyone. Focus on what’s most meaningful for your business and what you people are searching for and simply get started.
- Help people plan for future events
Weddings and events may be on pause, but people are still planning the future (the phrase “future wedding” is being searched 40% more than pre-pandemic times). Position yourself as the go-to for people on Pinterest dreaming up their future events. Be sure you have content that inspires and excites.
- Help them reimagine events, safely
People want to host events, plan their weddings, and get back to celebrating with others–but they want to do it safely. Providing your expertise and resources can help others plan ahead with a sense of confidence as they dream about the future.
- Secure future clients, or make a sale
Once you’ve created content on Pinterest to help people dream up, and begin to plan future events, you will want to ultimately connect with Pinners to close the loop. Focus on ways to drive users from Pinterest to either your site for a consultation, booking, or purchase (here are three ways to design product Pins that lead to a sale). Keep in mind the point of inspiring and engaging on Pinterest is to ultimately book future clients or to monetize your business in new ways. (Related: How I got 4,000 new email subscribers from Pinterest)
Are you beginning to reimagine your Pinterest strategy? You can definitely use Pinterest to market your service-based business. If you need more help designing Pins and creating a plan, check out my Insider Pinterest Masterclass.
Tori Tait is sharing her experience as a Content Director and Pinterest expert. Since 2006 she's been helping entrepreneurs build their businesses online through simple & smart marketing strategies.