Pinterest Business Spotlight: Teaching A Hobby Skill
Meet Hannah Gilly: a lovely lady across the pond who teaches people how to knit.
Hannah’s business is a bit different than the typical services and products you see on Pinterest - she’s teaching a very hands-on skill to people virtually.
She was kind enough to answer my Pinterest business questionnaire so I could talk a little about Pinterest for her business and give her some profile tips.
QUESTIONS FOR HANNAH:
How long have you been in business?
When did you start using Pinterest for your business?
What has been your most successful Pin for your own content so far?
What's your most embarrassing secret board?
I don't have embarrassing secret boards... one with books I want to read and one with visions of homes I want to move to.
What's the next thing you want to do or learn for your Pinterest strategy?
How do I pin 50 pins every day without running out of ideas of what to pin and my boards becoming totally overwhelming for anyone who visits? I only have 250 pins currently that would increase by 350 every week....
Hannah is starting off on the right foot with good branding and graphics, as well as specific, keyword-rich board titles.
She has included in her profile her resourceful business boards along with a couple that are more fun (like Knitters of Note - hello Gilmore Girls!) to really show her personality.
I also love that she’s not overloaded with group boards (a now defunct strategy) and she has a separate board just for her YouTube videos.
As you can see from her most popular pin above, it’s absolutely perfect. ;)
The graphic is on point, her url is centered at the bottom, it’s a rich pin, and her description has great keywords and CTA’s, as well as a smattering of good hashtags. Nice job Hannah!
Hannah is well on her way with her Pinterest strategy and is farther along in 8 months than some people are after years of using Pinterest.
A few things I would tweak:
Hannah is missing her profile/about us description - this is one of the most important elements in getting a profile found.
PROTIP: If you are going to use a link in the profile description (or anywhere on your Pinterest profile - including pin descriptions) to direct people to a freebie or evergreen funnel, you may not use a short link (like bit.ly) - Pinterest sees this as spam.
Only one of Hannah’s boards has the board description filled out - eek!! This is another area where those keywords are necessary in getting her content found.
Remember: Pinterest is a visual search engine. If you don’t fill out your descriptions with keywords, no one will find your content.
Hannah had a great question about the number of pins she needs to be pinning.
“How do I pin 50 pins every day without running out of ideas of what to pin and my boards becoming totally overwhelming for anyone who visits? I only have 250 pins currently that would increase by 350 every week....”
I’m not sure where Hannah got that she needs to be pinning 50x per day but that is totally wrong and an incomplete picture of a Pinterest strategy.
Every small business owner or online entrepreneur should take a look at how Pinterest is best used for their business, not someone else’s.
Pinterest has said that it doesn’t matter if you pin 5x or 50x per day - the key is consistency and quality content.
If you’re not blogging 2-3 times per week and taking several photographs for each blog, there’s no way you can keep up with that 50x/day madness.
Hannah needs to reframe her strategy to repurposing content instead of churning out content.
Repurposing means using a single piece of content (like a blog or video), and creating multiple marketing images/posts for it.
For Pinterest, this means she can create 3-5 different pin graphics per piece of content, put them up on Pinterest, and it will count as 3-5 separate pins all going back to the same URL on her website.
If Hannah is using Tailwind* she can set up a Smart Schedule based on how many times she wants to pin per day. It will automatically set a schedule for when her audience is online and pinning.
Until Hannah gets used to creating pins and using Tailwind, I would set up a Smart Schedule of 5x per day, with the goal of at least 1 of those pins being her own content.
Note: When you tell Tailwind how many times you want to post per day, it will set a schedule for over the course of a week. You might have days where there are less pins and days that have more pins - but it will average out to how many times you set your schedule for.
The next thing Hannah should do is make sure her marketing funnel is set up well on Pinterest.
I can see she has a free opt-in guide on her website for beginner knitters. If she can put the opt-in on a stand alone page on her website, she can easily create several different pins that drive traffic to that page.
Her goal would be to put those signups into an email sequence that builds a customer relationship and leads to a sale.
Once she has traffic going to that opt-in and people signing up, she should start with Promoted Pins to kick that content upgrade into overdrive.
Thank you to Hannah for participating in this Pinterest Business Spotlight!
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