Almost 50% of Pinterest users have an interest in education. It has a huge user base of parents so it works very well for brands selling educational or children's products.
Parents are using Pinterest to find inspiration for play ideas, homeschooling resources, language development techniques, learning support, toy and gift ideas, parenting problems… the list is long!
So if you have a product or a service that is targeted to parents, then you really need to think seriously about being present on Pinterest.
How to research your target parent audience on Pinterest
Pinterest is one of the most powerful search tools available. But how do you know what people are looking for? Pinterest is unique in the fact that you can research your target audience and discover what they are searching for. You can even look at the interests of your followers in your insights!
I mentioned earlier that almost 50% of the Pinterest audience are interested in education, if you dig a little deeper you can actually uncover the categories that interest them the most.
It’s a great idea to use this information strategically when you are planning your content and your pins. Could you create blogs and pins that focus on subjects? Are there any other topics that your product or service may apply to that you can weave into your Pin description?
What is your parent audience searching for? (And when are they searching for it?)
The Pinterest search bar is your secret weapon to tapping into what your audience is looking for on Pinterest.
Begin typing your search query, hit enter and then click ‘all pins’ when you click back into the search bar. This will show you a drop-down list with the most searched for phrases for those keywords.
I always recommend making a spreadsheet and spending about 30 minutes just researching keyword phrases linked to your product or service.- This means you can easily refer back to it in the future.
Another key feature of Pinterest is Pinterest Trends.
This is a relatively new tool that lets you plot key trends throughout the year.
By researching your audience on Pinterest Trends you can be sure you are posting your pins well in advance of peak search periods so that they are ready to be found.
In this Pinterest Trends search, I’ve entered 3 related keyword phrases around kids crafts. It’s clear to see that these searches all follow a distinct pattern with a very clear peak at the end of April (to coincide with Easter perhaps?). When you use the tool and hover over the lines it will give you the specific dates of the peaks and troughs.
How to use these keywords in your pins and on your profile
Once you’ve researched your keywords and when your seasonal pins need to be published you can start creating!
One of the key ingredients to success on Pinterest is ensuring your profile, boards and pins are all keyword rich. This means having the important keywords that you want to rank for in the following places:
- Name
- Bio
- Board titles
- Board descriptions
- Pin titles
- Pin descriptions
IMPORTANT Remember that Pinterest prefers content that is natural and ‘fits in’. Don’t create spammy pins that are stuffed full of keywords. Keep your language natural and weave your keywords into your sentences.
Create eye-catching pins that solve their problems
Parents are time-poor and they’ve come to Pinterest to find that quick win, that activity for tomorrow morning or an answer to their problem that is actually going to work.
Chances are they are looking for something for the first time OR they’ve tried alternative ideas or products but they are still looking for the perfect idea or resource.
Hook them in with the words on your pin, entice them to want to learn more about your product or service and click that link.
It’s a great idea if you are using text on your pins to lead with positive words like Learn, Discover, The Ultimate Guide, Quick, Easy, The Best etc.
When you’re creating your pins use eye-catching imagery or video (if you have access to customers photos, not stock photos that’s even better). Write in language that they understand.
Keep your pins bright, simple and easy to read (don’t be tempted by fancy script fonts that require too much concentration).
Don’t worry too much about sticking to one type of pin ‘style’ because different styles appeal to different people, so you may find that one style of pin performs better than another.
Next steps
If you’re brand new to Pinterest and want to learn more about how people really use the platform take a look at my free mini-course.
Still not sure if Pinterest is right for your business? This blog will help you decide.
Or save yourself a whole heap of time by getting my eyes on your Pinterest account and receive my tips for your business within 14 days – ask me about my Pinterest Account Review.
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