According to statistics published by Data Reportal, Pinterest has approximately 431 million monthly active users at the beginning of 2022, making it one of the most active social media platforms in the world. You really should make it a part of your social media strategy, if you want to optimize for success.
And despite these impressive statistics, Pinterest remains largely underutilized by fitness entrepreneurs. For most people, Pinterest is simply a platform for cooking recipes, wedding inspiration and various DIY interior design projects.
But the reality is, Pinterest can be an extremely powerful platform for growing your fitness business. In this article, we will give you a couple of reasons why Pinterest should be part of your fitness marketing strategies. We will also share tips that will help you to succeed with Pinterest marketing.
1. Reasons Why Pinterest Should Be Part of Your Fitness Marketing
As noted above, Pinterest can be an extremely powerful platform for marketing your fitness business. So, if you are not using it already, here are some reasons why you should consider adding it to your digital marketing mix.
1.1 Drive More Conversions
What sets Pinterest apart from most other social media marketing channels is that it shortens the process of discovery to conversion.
In essence, Pinterest from this platform will convert into sales or leads faster, compared to the others like Instagram, Facebook, or Twitter.
By reducing the sales cycle, Pinterest will save you money that you would have spent on sending out nurturing emails.
Even if the prospect may not purchase your services or products right away, Pinterest makes it easy for them to save your pins and then complete the purchase later on.
1.2 Drive High-quality Traffic
If you mainly rely on your fitness website to drive sales, then you need to make sure you are generating enough traffic. Fortunately, Pinterest can help you achieve this objective. It’s a highly effective and reliable tool for driving high-quality traffic to a website.
It’s also worth mentioning that the traffic coming to your website from Pinterest is not random. These people are already interested in your services or products. Therefore, the conversions will be of higher value. So, besides driving traffic to your website, the conversions will be of higher quality.
1.3 A Great Source of Inbound Links
Another reason why you should consider adding Pinterest to your fitness marketing strategies is that it can help you to get inbound links. Considering that every pin on this platform includes a link, such links will always lead people back to your fitness website.
And with this platform’s ever-growing popularity, it could provide you with tons of valuable inbound links. As much as the links that you will get from this platform are nofollow, any link that directs visitors back to your fitness website is always welcome.
1.4 Leverage Evergreen Content
Content on social media posts like Instagram, Facebook or Twitter is usually buried in the users’ feeds within hours.
According to this report, an Instagram post will remain visible for approximately 21 hours, 24 hours for a LinkedIn post, 5 hours for a Facebook post, and around 18 minutes for a tweet.
And this means that your post on these platforms may disappear before the majority of your followers can interact with it.
But, this is not the case with Pinterest. A well-crafted, keyword-rich and visually appealing pin resembles an evergreen blog post. It can continually show up on the users’ feeds for several weeks and months.
And this means it will continue driving traffic to your website and conversions, even without updating or refreshing it. Hence, Pinterest will come in handy, during those times when you are dealing with a busy client period.
1.5 Pinterest Integrates Seamlessly With Facebook, Twitter and Website
Pinterest integrates seamlessly with Facebook. Therefore, the platform’s users can automatically post your pins to their Facebook feed, thus increasing your fitness brand’s reach and visibility. And the greater visibility that Pinterest will bring will help you to connect with more prospects.
It’s important to mention that Pinterest is only allowing marketers to share pins to their individual Facebook pages and not business pages currently. But, if you have a Twitter account, you can share your pins automatically by posting them on your account.
Also, you have the option of adding a “Pin It” button to your fitness blog or website. This option makes it easy for your site visitors to share your content. Again, this translates to a bigger reach for your fitness brand and more traffic to your fitness website.
1.6 Acquire Valuable Audience Insights
Pinterest provides a great platform for discovering trends. Whether it’s fashion or marketing, traveling or fitness, you can easily see the things that people love sharing. And you can apply the same strategy to your followers.
On Pinterest, you will see the trends your target audience is following as well as what inspires them. This information will then help you to learn more about your target audience.
And you can then use it to craft marketing messaging that will resonate with your target audience, as opposed to using trial and error. Also, this information will help you to position your services and products effectively.
2. Tips for Successful Pinterest Fitness Marketing
As you can see, the possibilities are almost endless with Pinterest. It can help to drive traffic to your fitness business, boost your conversion rate, and deliver inbound links. Also, Pinterest can provide you with valuable insights into your target audience.
But to unlock all these incredible benefits that Pinterest can offer your fitness business, you will need the right approach. In this section, we will take you through tricks and tips for successful Pinterest fitness marketing.
2.1 Use Catchy Headings and Descriptions
Pinterest is filled with tons of fitness and wellness-related content. Hence, setting yourself apart from the crowd is not easy. And this is why you need to use catchy and compelling headings. Make sure your headings are short, sweet and compelling.
Besides the headings, you also need to ensure the descriptions that accompany your posts are interesting. Ensuring your descriptions are catchy and interesting will help them to grab users’ attention, leading to clicks.
Ideally, your descriptions should be approximately two to three lines. Anything beyond that will be too boring for the platform’s users, meaning such descriptions may discourage them from clicking on your posts.
2.2 Post High-Quality Content
Just like other social media platforms, you need to ensure you post high-quality content on your Pinterest account. High-quality content will help to create more attention for your fitness brand on this platform. And this translates to more potential leads.
But, considering that Pinterest is more of a visual platform, the content that you post should lean heavily towards images. The images that you post on this platform should be high-resolution and of superior quality. Also, they need to be eye-catching, to encourage clicks.
You also need to ensure you are posting consistently on Pinterest. Posting consistently will ensure your fitness brand remains top-of-mind to your target audience. So, should be your posting frequency on Pinterest? Well, there’s no fixed number but some sources recommend at least five times per day.
2.3 Use the Right Keywords
Pinterest is one of the most powerful search engines today. Therefore, just as you would optimize your blog with keywords, you also need to use the same approach on Pinterest.
To this end, make sure your Pinterest profile is properly optimized with the right keywords. Since your business mainly deals with fitness products or services, you should ensure you include the relevant fitness-related keywords in your name and bio.
First, you should conduct some keyword research to identify the relevant keywords for your niche. There are several Pinterest keyword research tools out there, which can help you to identify relevant keywords for the products or services you are promoting.
Once you’ve identified these keywords, you should then add them to your boards, pins and descriptions. By optimizing your profile properly, it will always show up among the search results for relevant searches.
2.4 Add Pinterest Widgets to Your Site
Pinterest allows users to add its widgets to their websites. And you should do the same with your fitness blog or website. Adding Pinterest widgets to your fitness blog or fitness website will make it easy for the platform’s users to engage with your content.
Furthermore, Pinterest widgets will make saving content from your fitness website much easier and faster. And after saving your content, users can then share it with their followers, further boosting your reach.
2.5 Partner With Pinterest Influencers
You should also consider partnering with Pinterest influencers in your niche. These influencers can be any fitness-related or wellness-related individual, who has amassed a large following on this platform.
Partnering with Pinterest influencers will help to increase your reach on and outside this platform and boost brand awareness. And considering the power that influencers hold over their followers, such partnerships may lead to instant sales.
3. Wrapping It Up
Pinterest can be an effective tool for marketing your fitness business, regardless of whether you are a product-based or service-based fitness brand. So, if you are yet to establish a strong presence on this platform, now is the right time to get started. Of course, it will take you some time and effort to get started. But, the investment will be worth it.