HOW TO USE PINTEREST IN YOUR BUSINESS WITH HEATHER FARRIS

HOW TO USE PINTEREST IN YOUR BUSINESS WITH HEATHER FARRIS

In this episode, Brittni Schroeder gets into the often-overlooked yet incredibly powerful tool of Pinterest marketing with expert Heather Farris. Brittni and Heather discuss how Pinterest, while frequently mistaken for social media, is actually a search engine, offering unique opportunities for businesses to drive traffic and convert leads through strategic pinning. With eight years of experience, Heather sheds light on how businesses can leverage Pinterest’s search capabilities to reach audiences more effectively, explaining that when used correctly, Pinterest can be a game-changer in any digital marketing strategy.

The Start of Heather’s Pinterest Journey

Heather’s journey into Pinterest marketing started as a newlywed who struggled with meal planning. After reaching out to friends for recipe advice, she received an invite to Pinterest during its beta days. From there, Heather found herself hooked. “I taught myself nearly everything I know about adult life using Pinterest,” she shares. This hands-on, consumer-first experience laid the foundation for Heather’s expertise, ultimately helping her build a business as a Pinterest marketer, where she now assists other business owners in using Pinterest strategically.

Why Pinterest is a Search Engine, Not Social Media

Brittni and Heather emphasize an often-misunderstood concept: Pinterest is not a social media platform but a visual search engine. This distinction is crucial, as it changes the way business owners should approach content on Pinterest. Heather explains, “When people use Pinterest, they’re either scrolling their home feed, which is tailored based on their past searches, or they’re actively searching for something specific.” This behavior reflects the dual nature of Pinterest’s algorithms: a recommendation algorithm (similar to TikTok or Instagram) and a search algorithm that connects users to content directly relevant to their queries.

For business owners, this means that Pinterest content should be optimized for search, using relevant keywords and engaging visuals to ensure pins appear when users are actively seeking information or solutions related to their niche.

Creating Content That Converts: The Role of Free Resources and Lead Magnets

One key strategy Heather advocates for is using Pinterest to promote free resources or lead magnets that drive users to a business’s website or email list. Heather shares her approach: “I make pins for all my free offers and paid products, as well as for my blog and YouTube content.” This strategy allows her to introduce potential customers to her business by providing value up front, fostering trust before any monetary exchange.

For example, if a business offers a free downloadable resource, they can create multiple pins for it, each one targeting different keywords or featuring different visuals to appeal to various types of users. Heather notes that this method has helped her nurture relationships with prospective clients by proving her expertise and building trust through valuable content.

Brittni echoes this approach by highlighting how important it is to lead users through a well-thought-out content funnel. “When I create content, I ensure it aligns with my offers,” Brittni explains. By guiding her audience from free content to her paid offerings, she’s able to walk them through a journey that eventually leads to conversions.

Building a Seamless Funnel on Pinterest

A well-designed sales funnel on Pinterest begins with offering valuable, free content that aligns with your paid products. Brittni emphasizes the importance of creating content that directly supports a business’s offers: “If I’m teaching people to build email funnels, then my content should focus on email marketing tips, automation tools, and list-building strategies.”

The goal is to start with free, valuable content that answers common questions or pain points for the target audience. From there, business owners can guide users to related paid products or services. Heather adds that business owners shouldn’t hesitate to promote their products in their content. “You’re in business to make money. Let’s sell that stuff, babe!” she advises.

Heather also suggests making pins for everything that could serve as an entry point into the sales funnel: blog posts, YouTube videos, free guides, and more. By continually pinning these types of content with diverse images and keywords, business owners can expand their reach, drawing in more viewers who are already searching for the solutions they offer.

Leveraging Different Types of Pins and Content Styles

When it comes to creating pins, variety is key. Heather advises against the “one and done” approach, encouraging business owners to recycle content regularly with different visuals and keywords to appeal to various search queries. This strategy is particularly effective on Pinterest, where users engage with content over time rather than in a fleeting, social media-style scroll.

To maximize visibility, Heather recommends mixing static images, video pins, and infographics. By doing so, business owners can reach audiences with different content preferences and increase their chances of appearing in search results. “If you’re consistently pinning with various styles, you’ll catch more people’s attention in different ways,” she explains.

Consistent Pinning and Frequency for Optimal Results

Pinning frequency is a common question for many business owners starting out on Pinterest. Heather suggests maintaining a steady stream of content, whether that’s posting new pins for lead magnets, blog posts, or other offers. For her business, she creates around 30 new pins each month, thanks to a well-defined workflow that her team supports. However, for someone managing Pinterest solo, she advises starting small. “If you can handle five or ten pins a month, do that and scale up as you can.”

By consistently adding fresh pins to Pinterest, business owners increase their chances of being discovered and staying relevant. Even repinning existing content with new visuals or descriptions can help boost visibility, as Pinterest’s algorithm rewards active accounts that regularly publish diverse content.

The Big Picture

In their discussion, Brittni and Heather highlight the immense potential of Pinterest as a business tool. For business owners who often feel overwhelmed by the ever-changing landscape of Instagram and Facebook, Pinterest offers a more sustainable way to drive traffic and build lasting customer relationships. With strategic pinning, a clear content funnel, and consistent posting, Pinterest can become a powerful source of evergreen traffic for any business.

As Heather concludes, “If you understand the road people need to take to buy your product, you’ll see more success in the long run.” Pinterest, when used with a clear strategy and intention, can connect you with your ideal audience and grow your business. Whether you’re just starting out or looking to refine your approach, take a page from Heather and Brittni’s playbook, and let Pinterest work its magic for your business.