Newly-engaged couples flock to Pinterest every day in search of wedding day inspiration—pinning ideas of everything from dresses to tableware to replicate on their big day. What does this mean to you as a wedding planner? It means you need a Pinterest account! Pinterest vcan help wedding planners to maximise their brand visibility and connect their ideal clients. Ready to get started?
Why is Pinterest relevant to my wedding planning business?
Pinterest advertises itself as a "visual discovery engine", where users can create and share visual content, aka. Pins. What this means is Pinterest users actively search out relevant content to them, rather than passively consuming whatever shows up in their feeds. If someone is planning a wedding, they're going to search for it. If your content is good enough, they're going to find you. Not only does Pinterest make you more discoverable to your target clientele, but its interface also serves as a beautiful way to present your portfolio. Wedding planners can use Pinterest to showcase their own past projects and showcase specific areas of expertise, or create boards of other users' content to showcase their references and style to potential clients.
Wedding planners traditionally focus their social media marketing efforts on Instagram but Pinterest is a worthy Instagram alternative, here's why:
- Pinterest is a search engine, not just a social media platform. Unlike Instagram, Pinterest is primarily a visual search engine. This means that users are actively searching for specific content and can discover new businesses and inspiration based on their search queries.
- Pinterest has a longer lifespan for content. Pins on Pinterest have a longer lifespan than posts on Instagram. This means that wedding pros can create content that will continue to receive engagement for months, or even years, after it is first published.
- Pinterest is less reliant on algorithms. Instagram's algorithm can be unpredictable and frustrating for businesses trying to reach their target audience. Pinterest, on the other hand, is less reliant on algorithms and instead prioritises content that is relevant to the user's search query.
Advantages of using Pinterest as a wedding planner
Increase your brand visibility
In 2023, Pinterest has over 460 million active users, many of whom use the platform to search for wedding-related content. By using relevant keywords and optimising your boards for search, you are opening yourself up to a whole new audience for your wedding planning business!
Improve your website traffic
Pinterest is a powerful traffic driver, and many wedding planners use the platform to direct users to their websites and generate more leads., Entice users with aesthetic images, then convert them to potential clients with direct links to your website included in your Pins.
Be more receptive to emerging trends
Besides marketing to potential clients, Pinterest is an excellent site to watch for emerging wedding trends. As a wedding planning business, it is important to keep up-to-date on the latest updates and popular search inquiries. Leverage this data to your advantage and use it to position your business better.
How to succeed on Pinterest as a wedding planner
Use visually appealing Images
Pinterest is first and foremost a visual platform—aesthetics matter! As a wedding planner, you offer your clients much more than aesthetically pleasing design, but it is beautiful imagery that will make potential clients stop and take notice. Continually invest in a great photographer to photograph your weddings and use those images to build your visual portfolio on Pinterest.
Organise your work into boards to showcase your different styles or group your work by project. Play around with how best to present your portfolio—it's your work, and you know best how to flaunt it. Remember: every Pin is a potential customer.
Write strong descriptions
An image speaks a thousand words... but sometimes we need the words too. A cleverly crafted caption provides context for your images and is the key to converting a view, into an active lead. Keep your copy short but meaningful and include lots of keywords. Pinterest works like a search engine, SEO is important to ensure your pin pops up in relevant wedding-related keyword searches.
Produce creative content
There is more to Pinterest than visually stunning imagery. Pinterest users also search the site for useful resources and educational tools. Think: what can you create that is of use to your target audience? Wedding planning checklists, invitation templates, budget planners—the list goes on. BE creative in how you attract potential customers to your page.
Be clear with your CTA
Pinterest users want to save your work as inspiration, but you want them to do more—so tell them that. Include a clear CTA in every post you make, whether that be directing viewers to your website, prompting them to contact you directly or encouraging them to follow your other socials for more inspiration. Don't ask, don't get. Pinterest is a great way for you to expose your brand to an engaged audience full of your dream clientele, so what are you waiting for? Get pinning!
Pinterest is not just a space to highlight your own work, but also to take inspiration from the work of fellow wedding pros. Pin your favourite work to different boards on your profile and reference them when you're in need of a burst of inspiration. Having inspiration boards on your profile will also help prospective clients get a better sense of your style and reference points—a nice extension to your own portfolio.