6 Ways I'm Growing a Niche Audience on Pinterest

I recently deleted all of my Pinterest boards. While the fresh start feels good, I'm also overwhelmed by how much work I have to do...again...to build my boards and my new, niche following.

Why did I delete all my boards (and why should you)?

1) I rebranded. I officially serve a niche audience now (interior designers and home remodelers).

Serving a small audience helps me know exactly what categories to pin and what boards to create. I'm constantly asking myself, "Do I want to pin this because I like it or because my niche will like it?"
If I didn't ask myself this question each time, I'd be pinning every pink and white photo I find. I just freaking love pretty things!

2) As much as I loved my fashion and food boards, they had nothing to do with those industries. Now, all my boards are directly related to my industries of focus.

Side note: I know several successful Pinners who manage to stay on-brand while keeping their foodie and style boards. Granted, they serve a wider audience. I'm hyper-focused on my niche.

3) Until now, my boards were not aesthetically congruent. (Translation: the images I pinned from other people had a wide variety of colors and patterns.) My boards looked like someone had smeared a rainbow across them and then finger-painted a self-portrait. No bueno.

Now, every image I pin is a mixture of pastels and lots of white space. Plus, its subject matter has to fit into my niche. Earning a place on my Pinterest board isn't easy for those cute little pins.

4) My uploaded pins lacked tags. While tags aren't mandatory for success on Pinterest, they definitely help me get found faster. And I like fast.

It sucked, but I went through all of my pins that made the cut and added tags. I never want to do that again. T-E-D-I-O-U-S.

5) Not all my pins were high-quality. They had a nice image, but the linked content was...meh. Now, I'm alert to the environment I'm creating for my followers as I pin. 

It feels silly to admit this, but I actually didn't click-through to the content I was pinning. I trusted the image way too much. Now, I'm more diligent about making sure what I pin is beneficial to my niche and to my brand.

6) I've been against Promoted Pins ever since they began, but I'm changing my mind now. If I want to reach more of my niche, I need an ad that will PINpoint exactly where they are. Pun intended.

My fresh and pretty pins with similar colors and design elements.

My fresh and pretty pins with similar colors and design elements.

Do you need to audit and optimize your Pinterest presence too?

Here's a play-by-play of what I did:

1) I settled on a niche and brand style guide.

2) I deleted any pins that didn't fit my brand colors, style, or subject matter.

3) I deleted entire boards of "fluff" (food, clothes, stuff I just really wanted to buy).

4) I started new boards based on what my niche actually wants and created consistent board "cover photos" for each.

My board cover images are the same size as a regular Pin (as designed on  Canva ).

My board cover images are the same size as a regular Pin (as designed on Canva).

5) I uploaded more of my own branded content and linked the pins directly to my blog. 

6) I added specific, limited tags to all of my branded content.

BONUS: I discovered a tool that makes managing and growing my Pinterest account so much easier. Check out BoardBooster. I love it, and it's so affordable.

Kate Greunke is the owner of Socialite LLC, a published author, and natural redhead. This isn't important, but she's proud of it.


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