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It’s no secret that our weddings are one of the most well-planned and biggest events of our lifetime – and we don’t just mean big in terms of cost.
Most people agree that weddings are one of the biggest moments of our lives.
And while the day itself is an incredible moment (even in the pouring rain!), the truth is that it takes most of us 6 months to a year to plan out that one special day.
So how does that impact you as a wedding vendor?
How can you stand out among the hundreds of choices that brides and grooms are making over the months – and sometimes years – that they are planning the wedding of their dreams?
A New Way to Market in the Wedding Industry
The wedding industry is making changes. No longer is it most profitable to be featured in a wedding magazine. No longer do you need to cut your prices to offer deals at bridal fairs. No longer do you need to wait for referrals or coordinators to bring you work.
Not that any of these options are inherently bad – they’re not!
But we have a feeling you want to grow. And you want to be in control of that growth.
You want to attract your dream brides, for less of your time and money, right?
This is a huge reason why we LOVE Facebook and Instagram ads! We share a ton about how powerful these marketing strategies can be and we’re obviously huge advocates of investing in paid advertising…
But we also know there’s some really great ways to grow your business organically too – and that’s where today’s recommendation comes in!
A rising avenue for generating new leads in the wedding industry is the social media platform, Pinterest.
Using Pinterest in the Wedding Industry
As an online platform, Pinterest now has 150 million active users.
You heard us – that’s a WHOLE lotta people!
If we dive deeper into the demographics, 81% of those Pinterest users are women, and 50% of them are aged 18-34. Needless to say, this age range fits into most vendors’ “ideal bride!”
Pinterest also commissioned a study to learn how popular wedding features are on the platform. Pinterest discovered the following:
- More than 40 million people use Pinterest as a guide for their wedding planner journey every year
- Pinterest users have almost 900 million pins about weddings every year
- Pinterest users have 378 million wedding-related searches every single year
- A total of 27% of Pinterest users plan for their wedding more compared to those who don’t use Pinterest
Do the stats above totally rock your world like they did for us?!
When we read these stats, we quickly became convinced that Pinterest in the place to be for wedding professionals looking to book more brides.
So now the question is: how can you use Pinterest to market your business and attract your dream brides?
Well, you stumbled upon the right blog post!
Today, we’re sharing 5 easy steps to start using Pinterest to grow your wedding business!
5 Tips on How to Use Pinterest Marketing as a Wedding Vendor
1. Create a Pinterest BUSINESS account
Yes, there’s an emphasis on the word Business for a reason.
Creating a business account allows you to access Pinterest’s analytics. This will allow you to see which pins are clicked the most, which pins are often liked, and which pins are frequently repinned. This information will give you insights into your potential client’s behavior. You can then use this information to strategize further and carefully choose which pins you want to share and include in your Pinterest account.
It’s also a great way to understand what kind of content your clients resonate with the most.
The Pinterest analytics will also allow you to trace the traffic Pinterest sends your website. With this, you can review whether your Pinterest account is truly useful for its marketing purposes – and which content drives the most or best traffic.
You could even take it one step further and use Google Analytics to see which of those posts or pins drive the most conversions or inquiries for your business.
Lastly, by setting up a Pinterest Business account, you will be able to separate your business pins from your personal pins (we’re looking at you, home design inspiration and yummy recipes!). Your Business account will keep your presence professional and branded.
You can visit https://business.pinterest.com/en/creating-your-account to set up your Business account.
2. Follow the 80/20 Rule for Pinning
When pinning for your business, we recommended that your content follows the 80/20 rule: 80% original pins, 20% repins.
Your pins should at least be 80% original. Original pins will allow you to place a link back to your website. Once repinned, the link to your website is saved therefore you can reach more people as your website continues to stay linked to that original pin. More reach = more traffic to your website!
Your original pins can also serve as your online portfolio. We always recommend that our clients pin images from their projects, and this goes whether you are a wedding photographer, a venue, or a calligraphy. Be sure to share the beautiful images of your work on Pinterest, always linking back to the original blog post or your website!
3. Optimize your pins
Optimization is key to any online marketing strategy – and this goes for Pinterest, too.
First, always place a Call to Action in your pin captions.
This may include telling them to click on the image to view the full gallery, or asking them to share their favorite pin or image. Again, since original captions of pins are saved by default, the more that people repin your image, the wider your reach will be for your work.
Second, you can optimize your pin by using smart keywords.
Some of the common keywords in the wedding industry include wedding decorations, engagement sessions, wedding locations, and wedding dresses. But instead of keeping it general, we want to encourage you to dive deeper.
If you are a photographer for example, what kind of brides do you want to attract? What type of weddings do you shoot?
Instead of just writing “engagement session” in the pin caption, you may want to include “romantic boho engagement session” or “outdoor adventurous engagement session.” These additional keywords will help you stand out in a more niche area of the wedding industry and better attract your dream brides.
Third, always include your website link in the pin caption.
When a bride discovers your image on Pinterest, you want to provide her with an easy way to learn more about you and your services. This is why it’s vital to make sure ALL of your pins link back to your website, blog, or Instagram.
(yes, you can pin directly from your Instagram profile!)
Finally, if you intend to sell a product, you should consider including information about the price.
Pinterest allows you to link a product directly to allow users to easily shop from Pinterest. Pinterest actually is a huge driver of online ecommerce sales!
Shopify recently conducted a survey with Pinterest and discovered the following:
- Pinterest is the #2 overall source of all social media traffic to Shopify stores
- 93% of Pinterest users use the platform to plan purchases
- Orders from Pinterest on mobile devices has increased by 140% in the last two years
4. Comment on other Pins
This is probably the most underutilized feature on Pinterest. Commenting on other pins can give you additional exposure especially for pins that serve a similar demographic or target audience as yours.
Think about it: if a bride sees a relevant pin (that isn’t yours but you commented on), they will now see your name or profile and have the opportunity to click through to your profile, boards, and ideally your own website – all from another pin!
5. Be Strategic with Your Pinning Schedule
I know, I know – you don’t utilize Pinterest because it just seems like one more thing you need to spend time on to grow your business.
We feel ya!
Thankfully, there are some simple strategics you can implement thanks to scheduling tools that will help you grow – for less of your time and money.
When it comes to pinning, you don’t want to post all of your pins at the same time. It can flood your followers’ feeds at one time, and then be nowhere to be found a few days later.
A good place to start would be pinning 10 times a day.
So how do you create a smart schedule for pinning every day, without actually having to manually pin all of of those items?
Easy peasy – use a scheduling tool like Tailwind!
(Side note: you can grab a free month of the Pro version with our Tailwind link!)
Tailwind allows you to schedule out all of your pins throughout your week so that you can spread out the timing, the boards they are pinned to, and the order of the pins.
When you start to schedule out your pins, remember to include repins of other people’s pins at a ratio of about 80:20 (80% yours, 20% repins!).
Getting Started with Pinterest for Your Business
To get started, head back to step 1 and create your business account! Build out your profile (here’s ours as an example!) and get pinning!
We recommend starting with pinning all of your old blog posts, and then adding time on your calendar each week to share the new posts on your blog. If you do not have enough blog content yet, we’d recommend starting with pinning your relevant Instagram images.
Have a question? Let us know below in the comments!