Is it time to change up your wellness marketing strategy? Pinterest is a fantastic platform for health and wellness brands aiming to boost their online presence. With more than 500 million active users, it’s a great place to connect with your audience and bring more visitors to your website. But with so many pins and boards out there, how do you make yours stand out?
Whether you’re just starting on Pinterest or want to level up your current strategy, there are plenty of tips and tricks you can utilise.
What’s Pinterest All About and Why It’s Great for Wellness Marketing
Pinterest is like a giant visual search engine where people find inspiration for various things, including health and wellness. Unlike other social media sites that are all about connecting with friends, Pinterest is all about images.
What sets Pinterest apart is its focus on visuals. Users can explore and find content through images instead of just typing in text to search. This is a big win for health and wellness brands, allowing them to present their products, recipes, workout tips, and more in a vibrant and engaging way.
Pinterest’s search algorithm is all about making your search experience smooth. As you search for and save pins that interest you, Pinterest gets better at recommending content you’ll love, keeping your feed full of things that match your tastes.
Pinterest User Demographics and Behaviour
Pinterest has a really diverse user base. Gen Z is its fastest-growing group, accounting for 42% of users worldwide. But Pinterest isn’t just for the young; it’s popular with all age ranges in the UK. It reaches 39% of people aged 18-24, 31% of those 25-34, 29% of those 35-44, and 30% of people 45 and older. Women are the dominant users, making up about 70% of the platform, with men around 30%.
Users on Pinterest typically engage with the platform by searching for ideas, saving pins to their boards, and ultimately making purchases based on the content they discover. This behaviour presents a unique opportunity for health and wellness brands to influence their target audience at various stages of the buyer’s journey, from initial inspiration to final purchase decisions.
Are Wellness Brands on Pinterest?
Yep, they sure are! Pinterest might not be the first platform you think of for wellness brands, but it’s worth checking out. Big names like GymShark are doing well on Pinterest with 1.3 million followers while coaching brands like BetterMe are also making waves with 1.4 million followers. Even smaller brands, like The Body Coach, have a solid presence with 31k followers. So, with the right strategy, why shouldn’t you find success there too?
Pinterest keeps changing and adding new features, giving health and wellness brands a great chance to connect with their audience in fresh ways. By understanding what makes Pinterest tick and how its users behave, brands can craft smart marketing strategies that drive growth and help them meet their goals.
How to Build a Pinterest Marketing Plan for Your Wellness Brand
Know Your Audience and Find Your Niche
Figuring out who your ideal customer is makes a big difference when creating Pinterest content that genuinely connects. Start by digging into your audience’s demographics, interests, and challenges. This will give you a clear picture of what kind of content they’re craving and how you can meet their needs.
Then, hone in on the specific health and wellness area you want to focus on. Whether it’s yoga, meditation, fitness or nutrition, narrowing down your niche allows you to craft content that resonates with what your audience cares about.
Tailor Your Pinterest Strategy to What Your Audience Wants
Once you know who your audience is and what niche you’re focusing on, it’s time to shape your Pinterest content around that. Think about the kinds of pins, boards, and topics that will catch the eye of your ideal customer. Make sure your content is valuable, solves their problems, and motivates them.
For instance, if your audience is busy professionals interested in healthy meal prep, you might create pins like “Quick and Healthy Meal Prep Ideas for Busy People” or “Five Easy Recipes for Healthy Snacks on the Go.”
Define Your Marketing Goals
Next, it’s important to set clear, achievable goals to make your Pinterest marketing work. Think about what you want to boost—whether it’s brand awareness, website traffic, email subscribers, or product sales. Be specific and realistic with these goals, and set a timeline to keep things on track.
Keep an Eye on Your Progress with Pinterest Analytics
Pinterest offers helpful analytics tools to see how you’re doing and tweak your approach if needed. Regularly check how your pins are performing, how your audience is growing, and how engaged they are. Pay attention to metrics like impressions, clicks, and saves to see what’s hitting the mark and what might need some adjustments. Remember, social media success takes time—it’s all about playing the long game. You might not see results immediately, but staying consistent is key.
Plan Out Your Content and Posting Schedule
Staying consistent is crucial for Pinterest marketing success. To remain consistent, create a content calendar that maps out what types of pins you’ll share and when you’ll post them. Mix things up with different content types—think product photos, educational infographics, inspiring quotes, and graphics from your blog.
Find the Best Times to Post
It’s important to figure out when your audience is most active on Pinterest to get the most out of your efforts. Play around with different posting times and keep an eye on Pinterest analytics to see what works best.
Fine-Tuning Your Pinterest Profile to Attract Your Ideal Audience
Set Up a Business Account and Claim Your Website
To make the most of Pinterest for your health and wellness brand, set up a business account. If you currently use a personal account, you can easily switch it to a business account. If not, go ahead and create a new one specifically for your brand. With a business account, you can access helpful tools like Pinterest analytics, which help you understand how your audience interacts with your content.
After setting up your business account, the next step is to claim your website. This simply means adding a small code snippet to your site to verify ownership. Doing this not only boosts your credibility by linking your Pinterest profile directly to your brand, but it also lets you track how pins from your website are performing, giving you deeper insights into what’s working and what’s not.
Steps to Create a Business Account and Claim Your Website
- Go to Pinterest for Business and fill out the required information, including your email address, password, etc.
- Select your business type and goal (e.g., Online Merchant, service provider) and agree to the terms of service.
- Click “Create Account” to set up your business account.
- To claim your website, go to your Pinterest settings and click “Claim” next to your website URL.
- Follow the instructions to add the provided HTML tag to your website’s header section or upload the HTML file to your website’s root directory.
- Once the code is added, return to Pinterest and click “Finish” to complete the claiming process.
Make Your Profile Stand Out and Reflect Your Brand
Your Pinterest profile is like your digital introduction—it’s the first thing people see when they find you. Keep your profile description short and sweet to make a great first impression, but make sure it showcases your health and wellness expertise. Sprinkling in keywords related to your niche, like “plant-based recipes” or “vegan health tips,” can help more people find you.
Along with your description, let your brand’s personality shine through your profile picture and cover image. Use high-quality photos that match your brand’s identity. If you’re the face of your brand, go with a clear, friendly headshot. If not, a recognisable logo works well too. For your cover image, choose something that represents your health and wellness focus—maybe a collage of your top pins or a custom graphic highlighting your brand.
How to Write an Effective Profile Description
Keep Your Boards and Pins Easy to Navigate
Organise your Pinterest boards and pins clearly and logically to make things simple and enjoyable for your followers. Create boards that fit well with your health and wellness themes and what your audience is interested in. For instance, if your content covers yoga, meditation, and stress relief, set up separate boards for each topic.
Use clear, descriptive titles and include relevant keywords in your board descriptions to ensure your content appears in searches. Instead of just naming a board “Yoga,” try something more specific like “Beginner Yoga Poses.” In the descriptions, give a quick rundown of what people can expect to see and use those important keywords.
Arrange your boards so the most important or popular ones are easy to find at the top. This setup helps direct your followers to your best content and keeps them engaged. And remember to tweak your board arrangement now and then as your content evolves and your audience’s interests shift.
How Pinterest’s Features and Tools Can Enhance Your Wellness Marketing
Rich Pins and Product Pins
Rich Pins are fantastic tools that can help health and wellness brands stand out on Pinterest. They automatically sync information from your website to your Pins, ensuring that your content always stays up-to-date. There are three types of Rich Pins:
- Recipe Pins: These let you add a title, serving size, cook time, ratings, diet preferences, and a list of ingredients to the recipes you save from your site.
- Article Pins: These show the headline or title, a description, and the author of the article or blog post from your site.
- Product Pins: These keep you updated with the latest pricing, availability, and details right on your Pin.
Product pins are handy for health and wellness brands. They include real-time pricing, availability, and product information, making it easy for Pinners to purchase directly from your Pin.
Pinterest Ads and Promoted Pins
Pinterest Ads allow health and wellness brands to reach a highly engaged audience actively seeking inspiration and solutions. Ads can be in different formats, such as a graphic, static image, or video.
When creating a Pinterest Ad campaign, you can choose from various targeting options, such as demographics, interests, keywords, and custom audiences. This allows you to reach your ideal customer based on their specific needs and preferences.
Pinterest Trends and Insights
Pinterest Trends is a great tool that allows health and wellness brands to discover the latest trends and popular keywords in their niche. By understanding what content resonates with Pinners, you can create a more effective content strategy and stay ahead of the competition.
To access Pinterest Trends, search for a keyword related to your business and select “Trends” from the dropdown menu. You’ll see a graph showing the search volume for that keyword over time, as well as related topics and ideas for content creation.
Conclusion
In a nutshell, Pinterest is a brilliant platform for health and wellness brands looking to expand their reach and engage with a vibrant audience. By zeroing in on what your audience loves and using Pinterest’s unique features, you can create content that resonates and drives results. Stay consistent, keep experimenting, and don’t be afraid to let your brand’s personality be seen through your pins. With a bit of creativity and persistence, Pinterest can become a key player in your wellness marketing strategy.
Explore our blog for more tips, or check out our health and wellness marketing services to see how we can help your brand thrive.
Recommended Read: 5 Proven Techniques for Maximising ROI in the Wellness Industry
