At Bold & Pop, we're BIG believers in the power of social media. Which, totally makes sense, since Mallory and I have been working in the industry for over 7 years. 🙌🏻 Besides working in the field though, we stand behind our strategies because we know the impact they can have! Afterall, we have grown Bold & Pop almost solely off of using social media and we love sharing our tips with you every step of the way.
Recently we shared how we've used social media to acquire 58% of our yearly referral traffic -- crushing that industry average of 31.24%! While we've already had a lot of success on Pinterest with 30% of our 58% coming directly from the platform, we knew there was still a lot of potential to grow. So as we were working on our yearly goals in December I decided to hit the ground running and really work on growing our account. Over the last 30 days I've implemented 5 main strategies and have been able to able to grow our community with over 450+ new followers and bump our monthly referral traffic from the platform to 38%. The best news about this success? You can easily implement the strategies I used too! So what the heck did I do to make the magic happen? Let's get to it.
Align Boards with Business Focus
Before I really hit the ground running, I knew it was time for some New Year's cleaning! When we first started our Pinterest account we created a lot of boards that seemed like a good idea at the time, but no longer serve a purpose. Most of these either don't totally align with our business or could be condensed into other boards. Working in social, we're always continuing our education for the best strategies for success and one of the best tips I've heard came from Melyssa Griffin who suggested instead of thinking of Pinterest like a social media platform, think of it like a search engine. This statement has proved to be a total #GameChanger for me and how I think about the platform! When you're writing content for Facebook or Instagram it's all about being personable and telling a story, whereas on Pinterest it's more about sticking to the point.
Keeping that in mind, when you're developing your boards (or cleaning them out) stick to key sections and keywords that are relevant to your business. For example, we offer social media, branding and web design at our firm, so naturally those are the types of searches we want our pins to appear on. While I could pin recipes for hours, at the end of the day it's not a part of our business so it's simply diverting our key focuses. Same goes for home decor or travel boards... Definitely something I love personally, but it was time to go on our business account. Now does that mean you can't collect those things on Pinterest? Not at all, but I would suggest either swapping them to a personal account or just switching them over to secret boards. Once your account is cleaned up and ready to go, it's onto the next!
Include Pinterest Board Descriptions and Keywords
Now that you're thinking about Pinterest like a search engine. Treat it like one! While I was reorganizing our boards I also renamed some of them to include key terms. Here are a few examples:
I also made sure that each board has a brief description followed by relevant key terms in the about section. Doing so increases the chances that your board will appear in search options. Same goes for your pin descriptions! When you're pinning your own content, I also suggest using rich pins to optimize your titles and descriptions. If you click on the link you can find out how to enable the feature if necessary -- it's automatically enabled through Squarespace.
Something that has dramatically increased the reach of our pins and helped grow our audience is pinning actively. Each day I dedicated 15-20 mins to pinning and repinning fresh content to our account. But Anna... I have a hard enough time coming up with an Instagram post each day, how the heck am I going to pin so many new posts each day?! Well, the good news is not all of your pins need to be specific to you. In fact, most of our content is repinned from other accounts and I promise you there's no shortage of relevant content for you on the platform. By pinning actively on a daily basis you are showing Pinterest's algorithm that you are an active user which can help increase your reach. Don't think you have the time? There are also a number of apps (a lot of which are inexpensive) that can help ease the process. Boardbooster is one I've heard great things about. For my strategy, I knew I could dedicate at least a min of 15 mins each day though, so I just went old-fashioned and pinned my posts manually.
Re-pin to Multiple Boards
Another contributing factor in Pinterest's algorithm is your ratio of popular pins that have been pinned multiple times vs ones that have only been pinned once. Something I started doing was repinning some of our blog post pins to multiple boards depending on the relevant topic. For example, if we featured a case study I would pin on our blog board, followed by our branding and web design board and our Squarespace board. By doing so, I increased the chance of our followers seeing the pins in case they only follow select boards as well as the chances that those pins will appear when people search similar terms.
Utilize Group Boards
My final strategy was to also take advantage of group boards. Both in re-pinning content and also pinning our content. Because there's a higher number of people engaging with the boards it can be a great way to increase your reach. They are also a great place to connect and follow other users with similar interests. Some of our favorites are Savvy Business Owners, Creative Biz Babes, and Best of Blogging.
So there you have it! 5 strategies to help grow your Pinterest account. We're really pumped about how the first 30 days have gone with this strategy and can't wait to share some more of our successes throughout the year! If you want to follow along, you can join our Pinterest community here!