Introduction

In today’s digital landscape, businesses are constantly searching for ways to stand out and attract more customers. For small and locally-owned businesses, the challenge is often even greater, as they compete with larger companies with bigger marketing budgets. However, one powerful tool often overlooked by small businesses is Pinterest. This visual search engine offers more than just pretty pictures—it’s a platform where customers actively seek inspiration, ideas, and solutions, making it a goldmine for businesses that know how to use it effectively.

The Power of Pinterest for Businesses

Pinterest stands apart from traditional social media platforms because of its focus on visual discovery and planning. Unlike users on Facebook or Instagram, Pinterest users aren’t just passively scrolling through their feeds—they’re actively looking for inspiration for their next project or purchase. Whether it’s redecorating a living room, planning a wedding, or discovering the perfect local café, Pinterest users are in a mindset that makes them highly receptive to brands that can offer what they’re looking for.

According to Pinterest, 85% of users turn to the platform when they’re about to start a new project, and 89% use it specifically for purchase inspiration. This represents a massive opportunity for local businesses, especially those offering products or services that cater to the needs and interests of the platform's users. Imagine a potential customer looking for home decor ideas—if you run a local home goods store and have a strong Pinterest presence, your products could be front and center in their search results, influencing their buying decisions.

One of the most significant advantages of Pinterest is its ability to drive referral traffic. In fact, Pinterest is the second-largest driver of referral traffic from social media sites, right behind Facebook. This means that with the right approach, Pinterest can not only increase your brand visibility but also drive a steady stream of traffic to your website, resulting in more foot traffic to your physical store or increased online sales.

Why Pinterest Should Be a Key Component of Your Marketing Strategy

Pinterest offers several advantages that are particularly beneficial for small and locally-owned businesses:

High Conversion Rates: Pinterest users have a strong intent to purchase, making them more likely to convert than users on other social media platforms. In fact, 47% of U.S. social media users see Pinterest as the platform for finding and shopping for products, which means that businesses that leverage Pinterest effectively can see significant increases in both traffic and sales.
Longevity of Pins: Unlike posts on Instagram or Facebook that quickly get buried in newsfeeds, Pinterest pins have a long shelf life. A pin can resurface and continue to drive traffic to your website for months or even years after it's posted. This longevity means that your content can continue to bring value long after its initial posting.
Visual Appeal: Pinterest’s visual nature makes it the perfect platform for businesses that have strong visual content, such as hair salons, boutiques, or restaurants. Beautiful imagery can easily capture the attention of potential customers and entice them to explore your offerings further. The average Pinterest user spends about 14 minutes per session on the platform, which gives businesses ample opportunity to engage users with compelling visuals.

How to Leverage Pinterest for Your Small Business

To make the most of Pinterest, businesses must go beyond merely posting images. The following strategies are designed to help small businesses maximize their Pinterest presence and achieve tangible results.

1. Creating Pins That Reflect Your Brand and Services

Your pins should be a direct reflection of your brand’s identity and the services you offer. High-quality visuals are essential, but equally important is the context and information that accompanies them.

Service Showcases: Create high-quality images or short videos of different hairstyles, coloring techniques, and before-and-after transformations. Use these visuals to create pins that highlight the salon’s expertise. Considering that 85% of pinners say they use Pinterest to plan new projects, showcasing your services in this way aligns perfectly with user intent.
Branded Graphics: Use tools like Canva to create branded graphics that include your logo, brand colors, and a link to your website. This not only builds brand recognition but also encourages users to click through to your site. With Pinterest being the second-largest source of referral traffic from social media, these clicks can translate directly into website visits and sales.
Tutorials and Tips: Educational content is highly valued on Pinterest. Consider creating tutorial pins that offer step-by-step guides or expert tips related to your business. For example, “5 Tips for Maintaining Healthy Hair” or “How to Style Your Home Like a Pro.” Educational content resonates well with Pinterest users, 72% of whom say they are inspired by the platform to buy products even when they weren't looking to shop.

2. Joining Relevant Group Boards to Expand Your Reach

Group boards are a powerful way to get your content in front of a larger audience. These boards are collaborative spaces where multiple users can pin content, allowing you to tap into new networks and reach potential customers you might not have otherwise encountered.

Researching Group Boards: Use Pinterest’s search feature to find group boards related to hair, beauty, fashion, and local businesses. Boards like “Hair Inspiration” or “Texas Beauty Businesses” can be particularly beneficial. Group boards often have a large following, which can significantly increase the visibility of your pins.
Contributing Regularly: Once you’ve joined a group board, make it a habit to contribute high-quality pins consistently. Engage with other users on the board by liking, commenting, and repinning their content. This will not only increase your visibility but also position your business as an active and valuable member of the community.
Creating Your Own Group Board: Start a group board specifically for local businesses or hair and beauty services in your area. Invite other local businesses or influencers to join and contribute, helping to increase visibility in the community. Given that 85% of weekly pinners have made a purchase based on pins they see from brands, creating a well-curated group board can directly influence purchasing decisions.

3. Increasing Pinterest Followers by Engaging with Other Content Creators

Building a strong Pinterest following requires active engagement with the platform. This means interacting with other users, sharing their content, and contributing to the broader Pinterest community.

Follow and Engage: Start by following other businesses and content creators in your niche. Like and repin their content to your boards, and don’t hesitate to leave thoughtful comments. This type of engagement often leads to reciprocal actions, helping to grow your follower base. A growing follower count means more eyes on your pins, which translates to more potential customers.
Pinterest Communities: Join Pinterest communities related to beauty, hair, and fashion. Engage in discussions, share your pins, and connect with other members. These communities can be a great source of inspiration and collaboration, allowing you to tap into a broader network.
Cross-Promotion: Promote your Pinterest account on other social media platforms like Instagram and Facebook. Encourage your followers to check out your Pinterest boards for more inspiration and ideas. Cross-promotion is crucial because Pinterest's demographic skews toward higher-income users, with 40% of U.S. pinners having a household income of $100k+.
Pinterest Contests: Consider running a Pinterest contest to boost engagement. For example, you could ask users to create a board titled "My Dream Hair by [Your Salon Name]." Participants pin their favorite styles from your website or Pinterest account. The best board wins a free service, and this also drives traffic to your account. Contests like these can significantly increase your reach and attract new followers.

4. Practical Pinning Schedule

Consistency: Pinning regularly is crucial for maintaining and growing your presence on Pinterest. Aim to pin at least 5-10 times a day. Use tools like Tailwind to schedule your pins and ensure they’re posted at optimal times for engagement. Regular activity helps keep your content fresh in the minds of your followers.
Content Mix: Balance between pinning your own content and repinning from others. This creates a well-rounded profile that attracts a broader audience. With users spending an average of 14 minutes per session on Pinterest, maintaining a diverse and engaging profile can keep them on your page longer.
Seasonal and Event-Specific Content: Pin content related to seasonal trends, such as summer hairstyles or holiday beauty tips. Pinterest is a seasonal platform, with searches and engagement spiking around major holidays and seasons. By aligning your content with these trends, you can maximize your visibility and relevance.

5. Monitoring and Adjusting Strategy

As with any marketing strategy, it’s essential to monitor your Pinterest performance and adjust your tactics based on what works best for your business.

Analytics: Use Pinterest Analytics to monitor which pins and boards are driving the most traffic and engagement. Adjust your strategy based on what’s working. For example, if you notice that tutorial pins are performing well, consider creating more educational content.
A/B Testing: Experiment with different pin designs, descriptions, and posting times to see what drives the most engagement. Testing and optimizing your approach can lead to significant improvements in your results.
Feedback Loop: Ask clients in the salon if they use Pinterest and what kind of content they’d like to see. This can give insights into the type of pins that may attract more local clients. Knowing your audience’s preferences can help you create content that resonates with them, increasing the likelihood of engagement and conversions.

Important Metrics to Monitor Across Social Media Platforms

When managing your Pinterest and other social media platforms, it’s crucial to keep track of several key metrics to ensure your efforts are driving results:

Engagement Rate: Measures the level of interaction your content receives, such as likes, comments, shares, and clicks. A higher engagement rate indicates that your content resonates with your audience.
Click-Through Rate (CTR): The percentage of people who click on a link in your content. A high CTR suggests that your audience finds your content compelling and wants to learn more.
Conversion Rate: The percentage of viewers who take a desired action after consuming your content, such as making a purchase or signing up for a newsletter. This metric is crucial for measuring the ROI of your social media efforts.
Audience Growth Rate: The rate at which your follower count is increasing. A steady growth rate indicates that your content is attracting new viewers and keeping them engaged.

Conclusion

For locally-owned businesses, Pinterest offers a unique opportunity to reach customers who are already in the mindset to discover new products and services. By leveraging the platform’s visual appeal, long-lasting content, and powerful local targeting features, your business can tap into a highly engaged audience, drive more traffic, and ultimately increase sales. Don’t let Pinterest’s potential pass you by—start optimizing your presence today and watch your local business thrive in the digital world.