Pinterest for Home Improvement Businesses: Why You Need to Add This Platform to Your Social Media Strategy

Over the last year, consumer behavior has changed dramatically because of lockdowns and social distancing brought on by the pandemic. Now, as we fully embrace our new normal, there’s a reason for businesses of all sizes to be optimistic.

With consumers planning for their futures, it’s time for your home improvement business to start thinking about life after COVID, with a few tweaks. Digital commerce is here to stay, and if you want to meet your clients in a post-COVID world, you need to start to get creative to expand your reach online.

Your company is already on social media platforms like Facebook and Instagram, but what about Pinterest? If you have not yet considered adding this platform to your social arsenal, we highly suggest you do! Over 367 million people use Pinterest every month, with 89% of users saying they frequent the platform for purchase inspiration.

Pinterest is home to all things related to DIY projects and inspirational imagery. Home improvement is a highly visual field.  Remodeling work, such as a beautifully crafted sunroom or new windows, can serve as inspiration for someone looking to update their home, making this the perfect outlet to share your great work. Here are some of our tips for using Pinterest as a home improvement business.

Create boards that showcase your work

Do you have any amazing before and after photos? Or maybe you’ve just built a stunning screened-in porch or newly installed windows. These are all great examples of content you should be sharing on Pinterest. To optimize your performance, be sure to follow the best practices:

• Make sure your pins link back to your website
• Ensure that any images you share are high quality
• Provide detailed descriptions
• Include the name of your business, address, and phone number / any other relevant contact info

Don’t limit the types of boards and pins you share 

While sharing photos of your work is crucial, you also do not want to have your profile look stale by posting your product imagery over and over. This is an opportunity for you to get creative and share boards and pins that relate to your company and serve as home inspiration for your customers. For example, as a home improvement business, you can share ideas on how to decorate a remodeled room, how to spruce up your backyard with various plants and lighting fixtures, etc.

Utilize analytics 

Pinterest provides business accounts with data on how well your pins are performing and what keywords users are searching to find them. Take advantage of these reports to figure out what is working and what is not. Do not be afraid to experiment with new ideas to see how your engagement shifts.

You can also take the data gathered in your reports to change your content schedule as needed to reach more people. If product imagery pins are doing well, keep adding more, and if they are not, consider getting new types of images to utilize.

Take advantage of Pinterest’s advertising tools 

Promoted pins are a way to gain leads. This type of ad pushes your pins to the top of the search list when certain words are searched for and specific demographics are matched. You select the words and the demographics so that you are targeting your ideal audience with your pins. The best part? You pay only when someone clicks on your pin!

For a full breakdown on how to get started on building your account, check out our blog on the topic here!

Ready to grow your home improvement business on Pinterest? Call, DM, or email us at sbellem@bbrookstone.com to get started. We would love to help you create great content and reach new customers!