How to create boards targeted to your audience.
Here's the thing: your business Pinterest page is not only about YOU, it's about providing a resource to your dream client and every board and pin needs to be focused on them and their needs (not those aquamarine blue linen bedding you've been eyeing up).
So, before we dig in, I've got a question for you.
What is your brand all about?
Food? Interiors? Travel? DIY? Healthy? Natural? Slow living? Photography? Fashion? Oh look, all these are categories.
One thing that helps you determine what boards would work well with your audience is taking a look at the categories of your own work. What topics are you often writing about to serve your audience?
Think of your boards on Pinterest as categories on your blog.
You want to set up at least 3 or 4 boards for each category-topic that you blog about, and name these boards with the right keywords. Make a slightly broader board and then a couple more specific boards for each topic.
So (in our heads) that might go like this:
If you're a food blogger/food photographer or foodie obsessed as I'm, what are your 5 most popular categories of quality, interesting baked/cooked/raw goods that will get people to salivate over (anything which will keep their mind off the soggy cheese + salad sandwich they've in their lunchbox!)
If you're an interior enthusiast/designer/DIY bloggers, what are the 5 subjects that will get people hot and bothered to comment, share and fall in love with you?
Get the feeling?!
Your boards should educate, illuminate, and share information to make your prospects more knowledgeable and useful for your audience. We’re creating boards that our target audience would be searching for and it should be within the realm of your niche.
The only way it’s going to do that is if the visual content is superb and if your boards make it easy for a user to get around, find the answers they want, the answers they need, and the answers to the questions they didn’t even know they had.
1. get specific
Getting specific with your board topics gives you the ability to rank higher in Pinterest SEO because, in reality, people might not search for “blogging” but would search “how to start a blog”.
You want boards that will rank in those specific searches and that will make you stand out to your followers because you're providing the information they actually need.
Naming your boards is so important, it warrants that we talk about this more specifically for a moment, even thou it seems trivial.
Choose your words wisely. Make sure your board names are specific and relevant to your audience (and contain good keywords). Avoid adding extra spaces between letters.
Create at least 5 boards which are cohesive and specific.
Don’t just name your board with a great keyword and stop there. Use words that are straightforward and searchable. Nothing fancy and poetry. I know it might sound a little bland, but they’re going to follow in love with your visual content and that’s where the poetry live.
Click in to edit it, and write a keyword rich description for your board - using more of those Pinterest suggested keywords if possible.
Include the proper parent category as well because that's just one more great way to let Pinterest know what your pins are about.
Let’s say your target a woman who wants to eat a healthy diet. Those women may also be interested in “zero waste”, “nutrition and vitamins”, “edible herbs and plants”, “natural remedies”, “clean eating” “detoxing” but I wouldn’t create a board “beauty or gardening or …” because isn’t really relevant to eating healthy.
Can you see the difference? Garden isn’t necessary related to eating but if you use the world edible herbs and flowers the connection is automatically there.
Organise your board by importance and then topic.
Keep your own domain board at the top, with the next five being the most popular boards, and then the less relevant boards. You’ll want to keep the boards that have the most engagement at the top because they speak the most about your brand. (your own board should also be added to your showcase, the setting where you can feature five of your boards at the top as “Featured Boards” and a preview of each of them will be shown in a slide show format)
2. what about "off-niche" boards?
You have probably read, numerous times, that we don’t want boards that aren’t compatible with our niche (if you’re blogging solely about knitting, don’t have one random board about photography). I really don’t worry all that much about a board or two and having a few is fine. It’s when you have heaps of boards that aren’t related to what you’re blogging about that I think it might be dangerous.
I do believe that the level of engagement you have on each board directly affects your “Pinterest profile” within the algorithm. You don’t want to have lots of boards that are not highly engaged on your profile.
So, think a moment! Create boards where you can pin often and consistently and that can host your images, your products.
3. how many boards should you have?
The easy answer - as many as you can pin to CONSISTENTLY. Your boards are only going to be as healthy as you keep them and consistency in pinning is part of what makes a healthy board.
Just get started with 20 or so boards, and you can create more as you go if needed, so long as you follow all the rules.
You want enough of them that each of your pins will have more than one relevant board for you to pin it to.
The last point before you go full throttle with pinning from your blog is how to use the secret boards. Obviously, that’s where you should pin all those beautiful products you are dreaming to buy for your house or the baby clothes you are considering for your newborn. What I mean, it’s ok to have fun! At the end of the day Pinterest is a beautiful vetrina where we can dream and plan colour schemes for our house renovation, a new wardrobe style for a total makeover and whatever else we are up to while we are procrastinating something more important we should probably be doing.
But secret boards can be very useful tools. You should always have a board where you gather all those images that help you communicate the look and feel of your brand. They don’t need to be yours, as long as they help you define a specific voice through the use of the right colours, typos, photography. It’s an exercise that will help gain clarity and translate visually your brand voice more effectively. And find inspiration. Lots of it.
Keep looking at that hidden board or better, don’t pin too much in it, just a few selected images, print it out and hang it somewhere where you can see it while you are pinning and working on any brand material.
It’s an incredible tool to make sure you don’t go off brand while you get tempted by the countless beautiful images you find on Pinterest. Always ask yourself, would it fit in here? Would it flow or would it stand out as the odd one out? It’s an invaluable guide, trust me.
You can create as many secret boards as you wish. They are very useful for example if you are working towards a special time of the year: Christmas, Thanksgiving, St. Valentine… you don’t wanna go all happy go lucky if your brand style is refined and minimalist right?
Look for a bunch of right themed images and let them guide you while you pin away!
Love you, Antonella
Does it helps you, now?
Did you had a lightbulb or a-ha moment during this post?
Do you have nothing to say? You can talk about that, too.
Just let me know in the comment!