We have heard time and time again that wedding planners do not use Pinterest in their marketing strategy because they do not see how a Pinterest user turns into a paying client. Many people think it is hard to target locally on the platform, so they don’t even bother. Today I want to share an overview of how a Pinterest scroller ends up on your client roster.
Pinterest is a discovery platform. While other platforms focus on connecting users and encouraging engagement, Pinterest is driven by discovering new ideas, trends, and inspiration. In fact, 85% of weekly US Pinners have made a purchase based on pins from a brand. Since engaged couples use Pinterest to gather inspiration for their weddings, it is a great platform to create a strong presence. With strategic keywording, you can even target your local area!
The other major way that Pinterest is different than other social media platforms is that your pins can deliver traffic for you for months after they are pinned. If a pin is relevant to a search, Pinterest can deliver it up for months! What an ROI on your marketing time and money! Compare this to Facebook where you will receive 50% of your engagement in 90 minutes, and Twitter where the half-life is 24 minutes. Pinterest delivers traffic for as long as your pin is relevant to searches, it can be a powerful tool in any marketing strategy.
So, what is the process to turn a Pinterest user into a client? Here is a simple customer journey map.
As you can see, the process is pretty simple. The thing I see most often is that business owners do not have the complete Pinterest funnel in place. They are not being strategic about the content they are adding to the Pinterest platform OR they have no plan to capture the traffic they are getting from Pinterest. An effective strategy plans out the Pinterest user journey from discovery to booking. How do you create an effective funnel? Check out the image below for an example.
Pinterest allows potential clients to discover and learn about you over time. It takes time to build up traffic, but when done correctly the Pinterest platform can deliver traffic to you for months and years to come!
The truth about owning an event planning business is that there are a million things that you are responsible for in addition to planning and designing events.
From setting the annual business budget and decluttering your workspace to updating social media bios and filing your annual report, the Ultimate Business Success Checklist for Wedding & Event Planners empowers planners to grow a successful and sustainable business by providing the tasks necessary to help your business thrive instead of just survive.