If you have spent time searching for marketing tips for writers, you may have heard of Pinterest and Tailwind, a dedicated posting tool. It can seem strange to recommend Pinterest to writers, as it is mostly a visual search engine with categories ranging from art and crafts to photography, blogging or interior design. However, it has grown to be used by many bloggers and small business owners who publish infographics and links to their personal blogs or funnels. And it works! In this article, I will show you that you too can benefit from being on Pinterest as a writer.
But first, let’s talk a wee bit about what Pinterest is!
A visual search engine
Pinterest is accessible through its website or its app. You can open a normal account or a business one that will grant you access to ads or analytics.
The way it works is that you can like (heart), post and save visuals that you find interesting into boards. Those boards are strictly personal, or they can be shared between several accounts by inviting friends or colleagues to post there. Ideally, every image that you post will be linked to a webpage, in order to generate traffic to your pages. This pin will contain:
- A visual element (usually vertical, always clickable to enlarge)
- A title
- Your name and page (which will appear automatically)
- A target webpage for the final click
- The name of your board or sub-category
- A caption that is customizable with hashtags
Every written element will contribute to your ranking as the engine is looking for keywords, so don’t hesitate to add relevant ones to your content.
Once you have posted, your pin will be shown on the feed of the people who follow you and will appear in search results.
Tools like Tailwind allow you to schedule your pins and join like-minded tribes of people who will promote your content by pinning it on their own boards. This in turn makes it visible to their followers and it will increase your views.
As a rule, the important metric to track is not the page views number that is shown to visitors on your profile, but the number of clicks through to your target page. Because this is how a conversion happens. After all, this is the main reason why I’m advising you to be on Pinterest as a writer. Getting people to end up to your website.
Increase your authority as a copywriter
If, like me, you are running a blog or work as a copywriter, blogger or virtual assistant, you will find that a good Pinterest strategy over time will give you more traffic, more work and more authority.
Brainstorm what you would like to communicate about and start creating an editorial calendar for your blog. Once you have opened your Pinterest account, create boards and start pinning great content. Try to aim for a good ratio of 3 or 4 repinned posts from others accounts vs. 1 or 2 or your own. And remember that you can always create several pins for each blog post and refresh old pins by creating new visuals. The engine actually favours fresh pins!
If you are still wondering what do to, here are some ideas for boards:
- A specific one only for your content (no other creator allowed)
- The best tools for the job
- Industry-specific boards (tourism, fashion, finance…)
- How to become [your job], links to webinars, CPD, courses, branding or marketing advice
- Inspiration quotes
- Cool infographics related to your content
- Your portfolio
As I always say, draft a strategy and aim for the long run. Once you are up and running, try to see if you can invest in Tailwind, take a Pinterest course, and join blogging groups on Facebook. They usually have days on which you will be able to post links to your latest pins.
Go beyond your fictional worlds
For fiction writers, the principle is the same, but the theme of the boards will be quite different, as (ideally) you already have products to sell and a story to tell. Here are some ideas for the boards:
- Every page on your website: author’s bio, about, catalogue, contact page, testimonials/reviews, link to mailing list sign-in, etc.
- If you have a blog, create a board just for it. Depending on the number of articles, you can even split them into different boards and repin content from other likeminded creators.
- Being a writer: tools, techniques, advice, interviews.
- For each book, series, period or time, create a mood board with pictures of art, architecture, clothes, places…
Remember: you can advertise your Pinterest account on your website! It’s another way to showcase your universe to your visitors. And you can always refer to your pins on your other social media accounts, starting a conversation about a nice picture you saw, a place you’d like to visit or an artefact you will use in your next book.
Have I convinced you to start using Pinterest as a writer? I admit that it takes a little bit of a learning curve and a certain initial investment in time and money in order to get Tailwind going. However, with a good strategy, you will not regret it, as it has the potential of generating a good amount of clicks to your products. Create a tribe, express yourself… but never forget that your main goal is to generate conversions.
So good luck! See you on Pinterest!