Pinterest might be one of the most underutilized marketing tools in the wedding industry. Most couples are using the platform to save inspiration and search for information to plan their wedding day, but the majority of wedding businesses are not taking advantage of the traffic and visibility that Pinterest can create. 

Three ways that Pinterest marketing will help your wedding planning business:

1) Website Traffic

The number one benefit of Pinterest is that it drives traffic (potential clients) to your wedding planning website. Couples go to Pinterest to be inspired and look for answers. The platform is unique in that the goal is to move the user off to a secondary website. This means that you can drive a ton of traffic to your wedding business website and once they have viewed the content they came for, your goal is to have your website lead them on a journey to discover your services, portfolio, and ultimately book a consultation.  

Helpful Post: How to Get Started on Pinterest as a Wedding Planner

2) Email List Building

Building a list for email marketing is an important part of any business. Many wedding pros forgo a list because they do not view clients as potential repeat customers, but I urge you to reconsider. Although you may not book people for a second wedding, those who receive regular communication from your business can be great referral sources. 

Pinterest is a great tool for list building! You can create pins to highlight a free download when they opt in to your list. Any pin on Pinterest has the opportunity to bring eyes to your website and lead the reader into your sales funnel. 

3) Social Media Longevity

Another great thing about Pinterest is that the pins you create have longevity. The lifespan of a pin is years. As long as the keywords used in your pin are searched, your pin can be discovered long after it is placed on the platform. In comparison, the lifespan of a post on other social media platforms are: 

• Facebook:  2-4 hours
• Twitter: 18 minutes
• Instagram: 24-48 Hours

Lifespan means that you will receive 75% of the expected interaction in the indicated time frame. If you are creating great content, you should get the most mileage out of every piece as possible. Pinterest allows you to see continued traffic to your business website for as long as the pin keywords are searched on the platform. 

Helpful Post: 5 Key Pinterest Tactics for Wedding Planners

Whether you have been on Pinterest for a while or are just getting started, there are HUGE opportunities to turn Pinterest into a major traffic driver of engaged clients to your wedding planner website. By creating curated content on your website (such as helpful blog posts, weddings you have done, short advice videos for engaged couples, tips for weddings in your area, and wedding inspiration photos) that help couples during their wedding planning process and pinning it to Pinterest, you become a resource and a trusted expert in the wedding planning industry.   

This is a guest post from Amber Peterson. Amber is the owner of  Cheers Consulting Group in western Washington. She has a Masters Degree in Integrated Marketing Communications and consults with wedding professionals about their marketing and business challenges. Amber is also the co-founder of the Skagit Wedding Society.