Many Med Spas and Day Spas use the Pinterest platform to communicate with current clients, potential clients and to grow an engaged following. Companies typically do this through a combination of organic posts and paid ads that take users away from Pinterest and onto a specific website, landing page or other piece of content.

Businesses, such as those in the beauty industry should strongly consider using Pinterest as a channel to market their business, because their content can be extremely visually attractive.

Another advantage to using Pinterest is, there is that while Pinterest is the #2 traffic driver behind Facebook to a website, many local businesses, especially those in the beauty industry are focused on other platforms like Instagram. Pinterest offers more powerful results, with less competition! Pinterest is also more popular than Twitter or Snapchat with Americans social media users, and is especially attractive to women, over the age of forty. 

How to Use Pinterest for Med Spas & Day Spas in 10 Steps

Using Pinterest for any business requires setting up a business Pinterest account, adding your business description, creating a customer profile, setting up your Pinning calendar, and analyzing your results. Some of this will be repeated on a regular basis to ensure your account is optimized and that you are maximizing your results.

Here’s how to Use Pinterest for business.

1. Set up Your Pinterest Business Account

The first thing you want to do is set up your Pinterest business account. Having a Pinterest business account gives you access to analytics through the Pinterest business portal as well some branding options like featured boards and a website link in your profile. To set this up, you’ll need to sign up and provide basic account and contact information.

Pick Your Business Name on Pinterest

Navigate to business.pinterest.com and select “Sign Up.” This will direct you to a form that will ask you to enter your email, password, and business name.

Before entering your spa's name as your business name, consider keywords and other factors to make you more search-friendly.

Pinterest is primarily a search engine. People usually use Pinterest by searching for something.

Choosing a business name that is more focused on what people in your local area with be most likely to search for will help you keyword related rather than your actual name, will help you get found. Don't worry, doing so won’t eliminate your branding – you will have a logo, colors, and website link as part of your profile as well. This is just a way to ensure your spa gets found for the services that are most important to you. If you have a short name, you can consider including it with the other keywords as part of your Pinterest business name.

Below you will see an example of how this will look to Pinterest users. By choosing a name that tells users what they do, they have built a following for their business to over 3,200 monthly viewers. 

2. Complete Your Business Profile

Once you’ve created a new business account, you will want to add your website and location, and then write your business description. This is key to ensuring that your account is discoverable and looks legitimate to users on Pinterest.

Enter Your Website URL

You have already entered your business information, but now you are adding what will be seen publicly. Add your business’s website link in your profile; usually, this is a link to your website’s homepage, but can also be to your blog or a service page.

You want this link to be to your website and not a scheduling page, that is hosted by a software company. You can make your booking button obvious, but Pinterest is a powerhouse in driving traffic, which can boost your website's ranking when someone searches in your local area – so don't give that away to your booking company. 

Describe Your Business

In the description box, you will want to spend some time describing clearly what your business does, using words that your ideal audience will likely search for when looking for your products or services. Be clear and concise.

3. Explore & Plan Your Content

Spend some time exploring Pinterest so that you can see what types of content are currently being Pinned and Repinned.

By searching for similar beauty businesses, you can begin to formulate what types of pins you will want to create.

Conduct Searches

Log in to Pinterest and enter a few keyword searches that might be a fit for your business. This will bring up the Pins that apply to that search. For example, if your med spa is focused on IPL Photofacials, you might search “IPL”. This will allow you to see what kind of content appears, and make notes about what is engaging, interesting, and compelling.

Save Pins for Reference

If you find a few Pins that might be worth referring to when creating your own Pinterest content, you can save those Pins or take a screenshot of them so that you can reference them later.

To begin the process of using Pinterest as part of your marketing strategy, decide what your marketing goals are. Because Pinterest can be used to market to many stages of the customer funnel, there are several options to consider—from consideration through re-engagement. Try to stick to two or three specific primary goals so that you can focus on the tactics that will help you achieve those goals.

These are the primary goals most businesses choose:

  • Increased website traffic: Pins that will push users to your website for further information, education, and sales
  • Email list growth: Pins designed to encourage newsletter sign ups by sending users to a specific email sign up page
  • Educate Your Audience: Give information about a specific procedure that clients have questions about.
  • A boost in sales of products: Pins that promote products or services and that lead them directly to sales pages
  • An increase to appointments booked: You can pin images that promote a specific special or new service, or even a free consultation, so that more people book to come into your spa.
  • A specific number of monthly views: Pins that are meant to increase brand awareness within the Pinterest platform
  • A specific number of repins each month: Pins that are meant to increase users’ engagement on the Pinterest platform

5. Describe Your Ideal Pinterest Audience

Your target Pinterest audience is the user base on Pinterest that will be most interested in your products/services or the content you will be promoting. The best way to determine what this audience looks like is to build a customer profile by examining user interests and demographics.

Find and Collect User Data

Begin creating your customer profile by gathering existing data on current followers and customers. If you are a new business, you might have to guess somewhat, based on who you think your services or products will attract. That is fine as you can revise these later on. However, if you have been in business for a while, Google Analytics from your website can be a very useful place to gather this information.

Gather Demographic Information

Demographic information will tell you how old your audience is, what gender they are, where they live, what they’re income is, and other clear profile metrics. This is important when deciding what types of content to create for your audience.

Start by answering these questions:

      • What average age are they?
      • What gender are they?
      • What part of the world do they live in?
      • What is their average income?

Explore Audience Interests

You want to determine what types of content will attract your audience to your Pinterest profile. Do this by examining the interests of your target audience, using the demographic information above as a starting point.

Try to answer these questions in order to narrow down your audience a little more:

      • What topics and trends are they interested in?
      • What are their hobbies?
      • What do they value?
      • What kind of lifestyle do they live?

The best way to record this information is on an easy-to-access document, like a Google Doc or a Microsoft Word document on your computer.

When you start to create content or a new strategy, you will want to reference this to ensure you are appealing to your target audience.

Also, if you start to notice a decline in engagement on your Pins, you might want to reference it to be sure your content is appropriate for your audience.

6. Determine Your Content Types

 interest allows you to create several kinds of content. You can create videos as well as images that link to new blog content, lead pages, or giveaways. Decide which of these content types you will want to create so that you have the right content to Pin. You know what your ideal audience is interested in because of your customer profile work, so build your content type around that.

Be sure to consider the time of year, trends, and timely topics of particular interest to your audience.

Consider Trends

Are there trends in your industry that might make good content for Pinterest? For example, if you are in the natural beauty industry, is there news regarding a brand that claimed to be “clean” but really wasn’t? Would that be of interest to your audience — something that you should write a blog about and then Pin?

Are there things that your audience is always interested in, like kids’ clothing? Can use your professional photos and Pin different outfit ideas or even ways to get new clothes clean?

Think About Your Seasonal Plan

There are holidays and events that occur every year which may affect your audience.

Do they relate to your business? Do you have a spring product line being launched? Do you sell services that you can tie to Christmas or New Year’s Eve? If so, you want to plan to create content around those holidays.

Once you have decided on your content types and have the topics narrowed down, you’ll want to create a list of actual content ideas.

Create a Content List

As you think about the type of content you want to create for Pinterest, make a list, and keep it where it is easy to refer to any time you or your team are working on Pinterest content. Here are a few ideas to get you started:

  • Seasonal content to promote holiday offers (sales and promotions)
  • How-to videos (education)
  • FAQ Infographics (education)
  • New blog content (education)
  • Special offers (promotion)
  • Industry trends (news)
  • Industry news (news)
  • Seasonal advice (education)
  • Infographics (education)
  • Testimonials (promotion)

Using Pinterest successfully for spa means creating content that you can Pin throughout the day on a regular basis. Be sure you’ve stockpiled enough ideas that you can pin as much as 10 times per day for several weeks.

7. Start Creating Your Pins

Once you have your content ideas in place, you should decide if you can create the graphics that you will be pinning. If you or someone else on your team can’t create these pins, you might want to think about hiring an expert graphic designer from a place like Fiverr. Whether outsourcing this work or completing it yourself, you’ll want to be sure your branding is consistent, the text you use is clear, and keywords are incorporate in your image file name and on the images themselves. Once you have your Pins completed, hold on to them so you can schedule them out.

Stay Close to Your Branding

Determine what colors, fonts, and typefaces you will use on Pinterest. These should align with other branding elements you have already established or are using on your website or other social media platforms. Be sure that your branding is consistent, while also aligning with your marketing goals.

Determine What Types of Images You Want to Use

Decide what type of overall imagery you want to use for your Pin images. For example, you might want to use landscapes, solid colors only, or images of people. Whatever you choose, you want to be as consistent as possible. For free images, visit pixabay.

Make Text Easy to Read and Minimal

Pinterest is all about the visuals, so be certain that any text that you include on Pins is easy to read, even on a mobile device. Also, don’t completely cover the Pin with text. A general rule of thumb is to use less than 20 percent text on a Pin.

Use Keywords in Your File Image Name

If you’re uploading an image that you are going to Pin directly to Pinterest, make sure to name your image file based on keywords. For example, if your content and image topic is “How to Create a Simple Budget,” then your image file name should be: “create-simple-budget.jpg.” You can separate keywords with hyphens.

8. Start Creating Your Boards

Boards are the way Pins are grouped by category or theme on your Pinterest profile. Create a board by navigating to your Pinterest profile home page, click on “Boards,” and then click the red “+” sign that says “Add new Board.” Then you will give your board a name, category, and description.

Create 10 Boards to Get Started

Best practice is to start with 10 boards and build from there. Refer to your customer profile and keyword list to decide what boards you want to create.

Name Your Boards

The first thing you will need to do with your boards is to name them. Be as specific as possible, and keep keywords in mind. For instance, board names like “Delicious Desserts” and “Dinner Ideas” will be found more easily in search than one board called “Recipes.”

Include Board Descriptions

You will want to be certain that you write a relevant description for your boards using keywords. Remember, everything in the description is searchable.

Add Board Covers

One way to add a polished, credible, and well-branded feel to your account is to add customized board covers to your boards, which are always still images. You can create a template for these board covers that will allow you to use the same images, colors, and branding by simply changing the text. For best results you want your covers to be 600×600 pixels.

9. Set up Your Pinning Schedule

Pinterest recommends that you pin at least one piece of content everyday.  The best way to do this is to create a consistent pinning schedule.

If possible, you will want to start with 5 to 10 pins a day, scheduled throughout the day, starting at 6 a.m. Eastern time and ending around 10 p.m. Eastern time, including weekends and holidays when Pinterest traffic is high. The goal is to be on Pinterest frequently throughout the day.

One trick to make frequent pinning easy is to Pin different images with different descriptions that link to the same blog post. This is because different image types will appeal to different Pinterest users.

On easy way to ensure you’re pinning frequently is to use a scheduler like Tailwind, so that you can schedule all your Pins at one time. If you do choose to use an automation tool like this, you still want to get on Pinterest a few times a week to Pin manually as it still appears that manual Pinning makes a difference in your visibility.

10. Start Pinning!

Start Pinning your content. While you certainly want to pin a lot of original content, you also want to repin other people’s content to your boards 10 times a day.

You can use a tool like Tailwind to repin as well. The more active you are, the broader your reach. Also, keep in mind that your results on Pinterest are cumulative. If you are consistent, you will find that your followers, repins, and website traffic will grow steadily.

Using Pinterest to Market Your Med Spa or Day Spa

Pinterest for business means using Pinterest to attract qualified leads and new customers to your business through the Pinterest platform. Consider using Pinterest for business if your ideal audience is actively using Pinterest and you are interested in creating visual content that you can post consistently.

Successfully using Pinterest marketing will produce an increase in website traffic, appointments booked, products sales, as well as email list growth.

Pinterest recommends that you pin at least one piece of content everyday.  The best way to do this is to create a consistent pinning schedule.

If possible, you will want to start with 5 to 10 pins a day, scheduled throughout the day, starting at 6 a.m. Eastern time and ending around 10 p.m. Eastern time, including weekends and holidays when Pinterest traffic is high. The goal is to be on Pinterest frequently throughout the day.

One trick to make frequent pinning easy is to Pin different images with different descriptions that link to the same blog post. This is because different image types will appeal to different Pinterest users.

On easy way to ensure you’re pinning frequently is to use a scheduler like Tailwind, so that you can schedule all your Pins at one time. If you do choose to use an automation tool like this, you still want to get on Pinterest a few times a week to Pin manually as it still appears that manual Pinning makes a difference in your visibility.

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