Pinterest Marketing for Wedding Businesses
Pinterest is booming! They've just announced a massive 553 million users – that's great news for wedding businesses like yours. With so many couples using Pinterest to plan their weddings, it's a perfect place to grow your business. Remember, though, that Pinterest is more like a visual search engine than social media, so your marketing strategy needs to reflect that.
How to Use Pinterest Marketing for Wedding Businesses?
‘Pinterest is a Search Engine, Not Just a Social Media’
Many people think Pinterest is just another place to share pretty pictures, like Instagram or Facebook. But that's not quite right. While it has some social features, Pinterest is more like a visual search engine—it's more like Google Search than Instagram. Couples use it to find ideas, products, and services for their upcoming weddings. They type in keywords as they would on Google, and Pinterest shows them relevant images (called "Pins") that link back to websites.
So, instead of just posting nice pictures and hoping for the best, your Pinterest strategy must focus on helping couples find you. That means optimising your content for search. Think about what words your ideal clients would use to search for a wedding planner or venue. What kind of weddings are they interested in? Use those keywords in your board titles, pin descriptions, and even your profile.
For example, if you're a wedding planner specialising in rustic weddings, don't just create a board called ‘Weddings’. Instead, try ‘Rustic Wedding Ideas’ or ‘Barn Wedding Venues in [Your Area]. The more specific you are, the easier it will be for couples searching for that type of wedding to find you.
First, Set up a Pinterest Business Account
First things first, you'll need a Pinterest business account. This unlocks helpful tools like analytics (to see what's working) and the option to run ads (called ‘promoted pins’). Make sure your profile looks professional and is complete:
Use a good-quality logo or a professional photo of yourself.
Clearly explain what your business does, where you're based (if it's local), and who you're trying to reach. Use words people might search for, like ‘wedding planner’, ‘wedding venue’, or specific styles of weddings (e.g., ‘rustic weddings’, ‘destination weddings’).
Connect your website to your Pinterest account. This lets you use ‘rich pins’ (we'll explain those later) and helps people find your website.
Optimise Your Pinterest Board
Your Pinterest boards are the first thing potential clients see, so you want to make them shine! Think of them as organised jars in your kitchen, clearly labelled so couples can easily find what they want. Here's how we approach board optimisation for our clients, and you can use these tips too:
Before we create any board, we do our homework. We think about what our client’s target audience is searching for. We use Pinterest's search bar to see what comes up when we type in wedding-related terms. For example, instead of a generic ‘Flowers’ board, we might create something more specific like ‘Minimalistic Wedding Bouquet Inspiration’ or ‘Modern Wedding Centrepiece Ideas’.
We then give our boards clear, descriptive names using keywords. ‘Venues’ isn't enough; we'd go for something like ‘Barn Wedding Venues in the Cotswolds’ or ‘Luxury London Wedding Locations’. Being specific is key!
Again, we write short, engaging descriptions for each board, using relevant keywords. We explain exactly what kind of Pins couples will find there. For example, for ‘Rustic Wedding Cakes’, we might write: ‘Stunning and delicious rustic wedding cake inspiration, from elegant naked cakes to charming floral designs. Perfect for your country wedding!’
When we create a board, Pinterest suggests categories. We always choose the most relevant one. This is just another way to help couples discover our boards.
Create Pins That Rock
Your Pinterest pins are your visual storytellers. Think of each pin as a mini-ad for your business – it needs to be eye-catching, informative, and enticing.
Here's our approach to creating pins:
First and foremost, your images need to be top-quality. Professional or at least high-resolution photos are a must. Think bright, clear, and focused. Vertical images tend to perform best on Pinterest because they fill up more of the screen on phones and tablets, which is how most people browse. If you're using videos, keep them short, sweet, and engaging.
The description you write for your pin is your chance to tell a story and entice users to click. Keep it concise and engaging, using keywords that couples might search for. For example, instead of just ‘Wedding Cake’, you could write something like ‘Dreamy three-tiered cake with floral accents – perfect for a romantic garden wedding’. Include a clear call to action, like ‘Visit our website to see more stunning wedding cakes’ or ‘Contact us to discuss your dream wedding.’
Keywords are essential for helping people find your pins. Think about the words couples use when searching for wedding inspiration. Use those keywords in your pin descriptions and board titles. Hashtags are also helpful, but use them sparingly – a few relevant hashtags are better than a long list of generic ones.
Every pin should link directly back to the relevant page on your website. This is how you drive traffic and turn pinners into potential clients. Make sure the link is clear and easy to find.
Rich pins are a fantastic feature that adds extra information directly to your pins. For example, if you're a wedding venue, you can include pricing details; if you're a planner, you can include a summary of your services. Rich pins make your pins more informative and engaging, which can lead to more clicks and saves.
We recommend pinning regularly to keep your profile fresh and engaging. Don't just pin a bunch of images at once and then disappear for weeks. A consistent pinning schedule will reach a wider audience. While pinning several times a day is ideal for maximising reach and engagement, especially as you grow your presence, starting with a minimum of 3 high-quality pins per week is a great way to build a solid foundation. As you become more confident, increasing your posting frequency to daily or even multiple times per day will deliver even better results.
We always recommend that the best way to create high-converting pins is to imagine yourself as a couple planning their wedding. What kind of images and information would you find helpful and inspiring? What would make you want to click through to a website or contact a vendor? Remember your target audience, and create pins that speak directly to their needs and desires.
How To Use Pinterest Ads
Okay, let's talk about boosting your reach on Pinterest with ads. You can use a few different types of Pinterest ads, and it's worth understanding what each one offers. Video ads are a great way to tell your story and show off what you do. They're short and snappy, perfect for grabbing attention as people scroll. Then there are the wider video ads, which are even bigger and bolder – ideal for making a real impact. Idea ads are like mini-collections of pictures and videos, giving you space to showcase different aspects of your business, like various wedding styles or venue features. You'll want to look at shopping ads if you sell wedding-related products. These appear when people search for things to buy, so they're great for driving sales.
Remember! You must keep up with Pinterest's ad rules and specs. They change from time to time, so it's always best to make sure you're following the latest guidelines for image and video sizes and text limits.
Now, here's the secret to creating ads that actually work. It's not just about throwing any old picture up there. You need to be strategic. First, make sure your brand is clear. (read more about this: How To Brand Your Wedding Business.) Focus on the benefits you offer. Don't just say you're a great wedding planner; show examples of how you've made couples' dreams come true. Video ads are fantastic for this – short, engaging videos can capture the emotion and magic of a wedding.
When it comes to the actual content of your ads, grab attention quickly, especially with videos. The first few seconds are crucial. Use popping visuals and get to the point fast. Think about what couples are searching for and use those keywords in your ad copy. Pinterest also lets you target your ads, so you can reach the couples most likely to be interested in what you offer. Don't forget to keep things fresh! Create new ads regularly to keep your audience engaged. And finally, always track how your ads are doing. Pinterest has tools that show you what's working and what's not so you can tweak and improve your ads.
Pinterest Wedding Content that Clicks
When it comes to content, the world is your oyster, but here are some tips about making content that will help you get your ideal brides and grooms. Remember, it's not just about sharing nice pictures; it's about giving couples what they need for their big day. Think of helpful tips and inspiring ideas, and show them what makes your business special. A great way to get your content seen is by using Pinterest Trends. These trends show what couples are actually searching for, so you know what's popular.
Inspiration is super important on Pinterest. Share wedding images and videos that show off your style. Different themes and colours will attract different couples.
But, don't just inspire… give helpful advice.
Wedding planning can be a lot, so expert tips are valuable. Create pins with advice on venues, flowers, timelines – whatever you're good at. Use trending words in your pin descriptions.
And, of course, don’t forget to show the human side of your business. Share behind-the-scenes content – you are working on a wedding, meeting clients, or anything that helps couples connect with you. Good reviews from happy couples are really powerful. Share these – they build trust. If you have a blog, use Pinterest to get people to read it.
Pinterest Tracking & Analytics Explained
Pinterest has some really useful analytics tools that give you insights into how your pins are performing. These tools can seem a bit daunting at first, but they're actually quite straightforward once you get the hang of them. Here's a breakdown of the key things to look at:
Impressions: This tells you how many times your pins have been shown to people. A high number of impressions means your pins are being seen by a lot of users.
Close-ups: This shows how many times people have clicked on your pins to see them in more detail. A good number of close-ups suggest that your images are catching people's eye.
Clicks: This is the most important metric—it shows how many times people have clicked through from your pins to your website. Clicks drive traffic and generate leads.
Saves: This tells you how often people have saved your pins to their boards. A high number of saves indicate that your content is resonating with your audience.
Website Traffic: This shows how many people are visiting your website directly from your Pinterest pins. It's a crucial metric for measuring the effectiveness of your Pinterest marketing.
So, how do you use this information?
Well, start by looking at your top-performing pins. What do they have in common? Are they a particular type of image? Do they use specific keywords in the description? Once you've identified what's working, create more similar content. You can also use the analytics to learn more about your audience. Pinterest can tell you things like their age, gender, and interests. This information can help you tailor your content to suit your target market.
Timing is Everything
Just like weddings, your Pinterest activity should align with the wedding planning cycle. Think about what couples are focusing on at different times of the year and tailor your content accordingly.
During engagement season, which tends to be winter, couples are buzzing with excitement and starting to dream about their big day. This is the perfect time to share inspirational content. As spring arrives and planning kicks into full swing, couples start focusing on the details. This is when you should be sharing content related to specific wedding elements. The summer and autumn months are peak wedding season, so this is your chance to show real weddings! Share photos and videos from recent events and the happy couples you've helped.
We hope you found this article helpful. If you ever need help marketing your wedding business, we are just one email away! Contact us here.
Frequently Asked Questions
Is Pinterest still good for marketing?
Absolutely. Pinterest remains a highly effective marketing platform, especially for visually driven businesses like wedding businesses. With over 553 Million active users in Q4 (2024), Pinterest's large and engaged user base makes it an ideal place to connect with couples planning their weddings.
Is Pinterest worth it for my wedding business?
Absolutely. Pinterest is a powerful platform for wedding businesses. Many couples use it to research and plan their big day, making it a perfect opportunity to connect with potential clients.
I'm already on Instagram. Do I need Pinterest, too?
While both are visual platforms, they serve different purposes. Instagram is more about building a community and sharing moments, whereas Pinterest is primarily a search engine for inspiration and ideas. Couples often use both, so it's wise to have a presence on both to maximise your reach.
How much time do I need to dedicate to Pinterest?
Like any other social platform, consistency is key here. We recommend having a regular pinning schedule (a few times a week to daily, depending on your resources) and setting aside some time each month to analyse your performance and adjust your strategy.
Do I need Pinterest Ads?
Ads can be a valuable tool to grow your reach and target specific demographics, but they aren't essential, especially when you're just starting out. Focus on building a solid organic presence first, and then explore advertising options if your budget allows.