Links:
📥 Free Download: The Mad Hatter’s Guide: The Proven Strategy to Drive More Visitors to Your Etsy Shop or Website with Blogging
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🎓 Free Workshop: Discover How to Ethically Use BuzzFeed’s Traffic Strategy for Your Handmade Business
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Episode Summary:
In this episode of The Marketing and Heart Podcast, we dive deep into the common misconceptions that handmade business owners and Etsy sellers have about Pinterest. I’ll explain why Pinterest is not just another social media platform but rather a visual search engine that can drive long-term traffic to your shop. We'll also discuss why focusing on impressions can be misleading and what metrics really matter when it comes to growing your traffic and sales.
Key Takeaways:
- Pinterest is a visual search engine, not a social media platform.
- Follower counts and daily posting are not necessary for success on Pinterest.
- Impressions are a vanity metric—focus instead on saves and outbound clicks.
- Pinterest traffic is more valuable than social media traffic because it’s driven by user intent.
The Misconception About Pinterest
When we think of Pinterest, a lot of people lump it in with social media platforms like Instagram or Facebook. But I want to clear up a massive misconception right away: Pinterest is not a social media platform.
Pinterest is actually a visual search engine, and that makes all the difference. People don’t go on Pinterest just to scroll for entertainment. They go there to search. They’re looking for inspiration, ideas, or products that they’re planning to buy or incorporate into their lives.
On Instagram or Facebook, you’re dealing with a passive audience. They’re browsing, catching up with friends, and maybe liking your post if it catches their attention. But on Pinterest, people are actively searching for things like "handmade jewelry," "eco-friendly home decor," or "unique baby shower gifts." That’s the kind of traffic that is already primed to take action.
Pinterest is Not About Followers
Now, another misconception is the belief that you need thousands of followers to be successful on Pinterest. That’s a common mindset for people who are used to platforms like Instagram, where your follower count directly affects your reach.
But Pinterest works differently. Your follower count doesn’t determine how many people see your pins. It’s all about search optimization. You can have 10 followers or 10,000—it doesn’t matter. As long as your pins are optimized for the right search terms, your content will show up in search results for people looking for exactly what you offer.
This is huge because it means that even if you’re new to Pinterest, you can start seeing traffic without spending years building a following.
Impressions are Vanity Metrics
Let’s talk about the numbers. A lot of people get hung up on their Pinterest impressions, thinking that the more impressions they have, the better their account is performing. But here’s the truth: impressions are just a vanity metric.
Impressions count every time your pin appears in someone’s feed or search results. And what many people don’t realize is that impressions also include content you’ve repinned from others. So if you’re repinning a lot, your impression numbers can be high, but it’s not necessarily a reflection of how well your own content is doing.
The metrics that really matter on Pinterest are saves and outbound clicks. Saves show that someone is interested in your content and wants to refer back to it later. But the most important metric is outbound clicks—this is when people click through to your Etsy shop or website. These are the actions that drive traffic and sales.
So don’t get caught up in chasing high impression numbers. Focus on creating content that encourages people to save and click through to your site. That’s where the real value lies.
Why Pinterest Traffic is More Valuable
Another reason Pinterest is a game-changer is the quality of traffic it brings. Pinterest users are planners. They’re not just browsing for fun—they’re searching for things they need or want. That means when your content shows up, they’re already in a buying mindset.
Contrast this with Instagram or Facebook, where someone might like your post, but they’re not necessarily looking to buy something. Pinterest traffic is intent-driven, which means those clicks are much more likely to convert into sales.
This is why Pinterest traffic is so valuable for your handmade business. You’re reaching people who are actively searching for products like yours, which makes them far more likely to click through and purchase.
You Don’t Need to Post Constantly
One of the best things about Pinterest is that it doesn’t require you to post constantly to see results. On Instagram, if you’re not active every day, your posts disappear from people’s feeds quickly. But Pinterest works differently.
Once you post a pin and optimize it for search, it keeps working for you in the background. Your pins can show up in search results for months, even years, after you’ve posted them. This means you don’t have to hustle every day just to stay visible.
You can focus on creating high-quality content, optimizing it, and then letting Pinterest drive traffic to your shop or website on autopilot. It’s a long-term strategy that works around the clock, unlike social media where you need to constantly feed the algorithm.
The Real Benefits of Using Pinterest for Your Handmade Business
So, if you’ve been relying solely on social media to drive traffic, it’s time to rethink that approach. Pinterest can be a powerful tool for driving consistent, targeted traffic to your Etsy shop or website. It’s not about followers or how often you post—it’s about showing up when people are searching for what you offer.
Pinterest traffic is also more valuable because it’s driven by user intent. People on Pinterest are planners and buyers, not just casual browsers. When your content appears in their search results, they’re far more likely to take action—whether it’s saving your pin for later or clicking through to make a purchase.
Call to Action
If you’re ready to start using Pinterest to drive traffic to your shop, I’ve created something to help you. Download my free Mad Hatter’s Guide: The Proven Strategy to Drive More Visitors to Your Etsy Shop or Website with Blogging. This guide walks you through how Pinterest and blogging can work together to bring in highly targeted traffic and grow your business.
Conclusion
Pinterest isn’t just another social media platform—it’s a visual search engine that can drive long-term, valuable traffic to your handmade business. Don’t get caught up in vanity metrics like impressions, and don’t stress over follower counts. Focus on creating content that shows up in search results, generates saves, and drives outbound clicks to your shop or website. That’s where the real power of Pinterest lies.
If this episode helped you rethink how you use Pinterest, share it with another handmade business owner who could benefit from it. And don’t forget to subscribe to the podcast so you never miss an episode.