Pinning with Purpose: Keywords and Board Suggestions

It’s no secret that Pinterest is one of the most popular sources of inspiration for couples planning a wedding. From bridesmaid proposals to wedding venues and locations to floral design and cakes, millions of engaged people head to this platform to collect ideas for their big day.

For wedding professionals, Pinterest offers an unmatched opportunity to draw more web traffic, attract new leads, and carve out a role as an industry expert.

It’s important to understand that Pinterest isn’t just another social media site. Instead, it’s a “search and discovery” platform where people go to solve problems and find solutions, making it closer to Google and YouTube than entertainment sites like Instagram, TikTok, or Facebook. So naturally, your typical social media tactics aren’t going to produce the results you want on Pinterest.

If a fresh Pinterest strategy with inquiries on tap is on your marketing to-do list, listen up — here are six tips to help you set it up for success.

Set your profile up for success.

When you start using Pinterest, it’s tempting to jump right into creating boards and sharing pins on your profile. But wait! First, you need to make sure your account is set up properly. Otherwise, adding pins to an account that isn’t optimized for reach is a waste of time. So take some time in the beginning to get situated and optimize your profile and boards with keywords before adding new content. If you’ve already started to pin content, simply pause your pinning until you can get your account cleaned up. 

Pick your keywords carefully.

While it may seem wise to use industry-specific keywords on Pinterest, you need to be mindful of the words and phrases your potential clients use. Avoid using industry jargon that is common among your network but unfamiliar to your audience. For example, many people outside the industry don’t know what “rentals” mean in the context of weddings. Instead, terms like “linen,” “chair,” or “table” would produce more results due to familiarity.

Avoid mixing business and pleasure.

Beyond wedding inspo intended to attract new clients, Pinterest is home to plenty of content you might want to save for personal use. While recipes, home design ideas, and fashion tips may be worth saving, don’t dilute your public boards on your business account with unrelated pins. Avoid mixing business with pleasure when it comes to pins to maintain a consistent brand presence that engages your leads and doesn’t confuse the Pinterest algorithm. If you want to save personal pins, do so in another account or limit them to secret boards on your business profile. 

Leverage your location.

An effective Pinterest strategy generates qualified leads, connecting your brand with those in a position to book you and your services. But if you serve a certain region, heavy traffic from all across the country won’t lead to many conversions. Instead, tailor your approach by using geographical indicators on all pins and boards. By tagging your location and using hyper-local keywords throughout your content, you can maximize your visibility and reach more people within your service area.

Prioritize efficiency with a scheduler.

Pinterest doesn’t call for ongoing engagement and comments like social media platforms, making it an excellent marketing tool for busy business owners. However, it does require consistency to win favor with the algorithm. Simply put, Pinterest rewards consistent activity — so you need to show up. A scheduling tool makes it easy to publish content regularly, even in the busiest of seasons. By planning and pre-scheduling pins with tools like Tailwind and Planoly, you can let Pinterest warm up potential clients and drive traffic to your website while on autopilot. 

Don’t worry if you don’t have a blog.

Most wedding professionals think they need a blog to see results on Pinterest, but that’s not the case. You can pin content from anywhere on your website, so treat your galleries and other web pages like you would a blog. Strategic Pinterest marketing isn’t always about creating new content; instead, it’s often about using what you already have first. And as wedding pros, you surely have more than enough content to share and be successful on Pinterest. So skip the content creation headache (unless you enjoy it!), and extend the shelf life of your existing content.

We all know and love Pinterest as an inspiration platform, but it’s just as powerful when used as a client attraction tool. Plus, wedding professionals will appreciate the ease and efficiency of this search-and-discovery platform compared to other social media marketing tools. Pinterest is truly the best solution for creatives who want to generate more leads without investing much time.