Can you grow your coaching business with Pinterest marketing? The answer to that is definitely YES. The one question I get asked EVERY time I talk to a prospective client is – Can Pinterest help MY (so and so) business.
I completely understand where the question comes from.
- Pinterest marketing for business
- Grow your coaching business with Pinterest marketing – 7 steps
- Step 1 – do your research
- Step 2 – Create targeted headlines and pin descriptions
- Step 3 – trying to grow your coaching business with Pinterest? remember It’s all about your clients
- Step 4 – Let them see YOU.
- Step 5 – You found them, now you need to keep them
- 6. Choose your images wisely
- 7. Be active on the platform
- How to grow your coaching business with Pinterest – summing up
Pinterest marketing for business
Pinterest offers a wealth of information on many topics. But people assume that it’s those more visual niches, like fashion, home decor, and food, that can do really well on Pinterest.
And while it’s true that it’s relatively easy to grow a Pinterest account in these niches – it can also be REALLY hard to actually drive traffic with them to your business site/blog.
Think about it – when users come on Pinterest to look for cute outfit ideas or their dream kitchen design (ME! ME!) what would they do when they see a style they like? They SAVE the image on one of their boards. They are not very likely to click over to the article behind the image they like. SO while you may see accounts with millions of impressions, or while you can create a nice income from affiliate marketing if you tag the products in your image, it is not necessarily easy to grow an actual business/blog this way.
So, whether you are in a “visual” niche, or whether you are not – I don’t want you to give up on Pinterest marketing. I am going to do a series of blog posts with Pinterest marketing tips for different professionals from different niches, based on clients I have worked with from a wide spectrum of professions – starting with this post that is dedicated to Coaches (a niche close and dear to my heart)
Grow your coaching business with Pinterest marketing – 7 steps
Step 1 – do your research
That is true for all niches. But with coaching, you need to really dig deep. Whatever your area of expertise is, you need to think as your ideal client thinks.
I’ll give you a hint – the word coaching? It’s not part of your keywords. The only people searching for the word coaching are other coaches, and they are not your ideal clients.
You want to use the words your potential client is looking for. If you were your client, how would you be searching for the service you offer? Start typing in keywords that relate to your services – and by that I mean the solution you offer for specific problems. Write down the top results you get.
Pay attention to the Pin headlines, the kind of posts that come up, these are the topics that resonate with your ideal clients. Pinterest is not just there for your existing content. It is there to also help you curate topics that your ideal clients want and NEED to read about. Use these topics to create new content that targets your ICA (ideal client avatar).
Step 2 – Create targeted headlines and pin descriptions
Armed with this knowledge of what your clients want to read – and the keywords they are using to look for that content, it’s time for you to use the right way so you can grow your coaching business with Pinterest.
Invest time and thought in putting together your pin headlines (the text that is overlaid the image you picked for your pin. Headlines are important, they are often what makes your audience stop scrolling.
As a coach what you need to do with your headline is make it clear – WHO this pin is meant for, and HOW they can benefit from it. So if you are a life coach who helps moms deal with overwhelm? mention that in your headline – and add what value you provide in the post (for example – 5 tips for conquering mom overwhelm).
Use related keywords in the headline – and you get “bonus” points from the algorithm if at least one of your keywords appears in the name of the board the pin is going to be saved in, in the headline, and in the pin description.
Step 3 – trying to grow your coaching business with Pinterest? remember It’s all about your clients
ALWAYS stay focused on your clients and their problems. Pinterest is not there for you to talk and advertise your amazing abilities as a coach. It is there for you to connect with ideal clients and to help them in a way that will make them Want to come to you for more.
So focus on the problem you can help them solve, Offer a fast win with your content, and showcase that available wins in your pin headlines. Think about it – how likely are you to hire a coach because you landed on their sales page from Pinterest?
You want to point your clients to a fantastic post you wrote about a common issue you work through with your clients. Give them a glimpse of the process they go through. What benefits they can get if they keep reading your content and later, work with you. For coaches, Pinterest is all about the journey you take your ICA on. It starts with a pin that points them to a helpful post and your blog and hopefully ends with them turning into paying clients. This is just the first stage in the journey.
Step 4 – Let them see YOU.
If you want to grow your coaching business with Pinterest, then you need to show up as a real person. Coaching is about establishing trust, And you get to trust a person when you feel like you know them. Take every chance to let your personality come through. Let them see you, and hear you.
If you have a podcast, create pins directing them to a meaningful episode, the more personally they get to know you the better.
Add pins from your Instagram account – claim your Instagram account with Pinterest (profile-settings-claim) and pin your reels and stories, so people can get another glimpse of you as a person.
Use video pins – talk about a specific issue your clients are dealing with, and give them a practical tip. The more authority and bond you can create with your Pinterest audience the more likely they are to come back for your content and the more chance you will have to convert them into clients.
Step 5 – You found them, now you need to keep them
Once you found your clients you need to make them stick around. This is where email marketing comes in. To grow your coaching business with Pinterest marketing, you need to take a more holistic approach. Align your content strategy, Pinterest strategy, and your email marketing strategy.
Create a lead magnet that tackles a common problem and gives them a tool/an easy solution to help them through the process. This is where the research you did at step 1 is so valuable.
Once you have the lead magnet, create pins that promote it, lots of them. More than half of my current list subscribed through lead magnets that I promoted on Pinterest. Through the lead magnet, you will grow your email list and get a chance to nurture your connection with your Pinterest Ideal clients, furthering your authority with them and the sense of bond and trust.
6. Choose your images wisely
The images you use in your pins are important. Make sure they represent your content well, and that the algorithm can categorize it the right way.
While with some niches like life coaching, and personal growth, it is hard to find pictures that directly relate to your topic, you can find images with vibes that work for your posts. Images that invoke a feeling or an experience.
Be mindful of your choice of images, the wrong image can confuse the algorithm and get your pin categorized under the wrong topics.
7. Be active on the platform
While Pinterest is a visual search engine it still has a social aspect to it. Connect with others on Pinterest – don’t just follow other coaches (they are not your clients!) Look for your “people” on Pinterest and follow them. Engage with their content (save, like, comment).
This grants you favor with the algorithm, as it shows that you are active and an actual user. It also gives you more chances to connect with your future clients (they get notifications when you save and engage with their account content, and can check out your account in return – which is why Pinterest SEO is so important).
How to grow your coaching business with Pinterest – summing up
These 7 steps are a great way to establish your Pinterest sales funnel, which starts with the pins you create for Pinterest and hopefully ends with a chance to convert your audience into paying clients. Keep in mind that building authority and growing on Pinterest is a long game. But if you follow these steps and stay consistent then growing your coaching business through Pinterest marketing, can deliver great results.
If you have any questions, post them in the comments, and if you need some more hands-on help and guidance, check out my program Pinterest simplified.