case study

How I target more than 50% of ideal demographic within 30 days of managing the Pinterest account.

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About Vitamins For Woman

Vitamins For Woman is a health blog dedicated to helping women learn about all the aspects of vitamins, supplements, and nutritional advice.

With a goal to empower women to make informed decisions for their health, they simplify the complex world of women’s vitamins and supplements with clear, expert-reviewed information that puts their readers first.

Whatever a woman’s health goals are, their mission is to support, guide, and empower them to take charge of their well-being and overall health.

The Project

Objective

Vitamins for Woman was looking to position their blog content in front of ideal customers and drive traffic to the website and also persuade them to take desired actions like subscribing to the newsletter.

target audience

The main target audience is women who are seeking reliable information on vitamins, supplements, and nutrition. Although it’s also for everyone who wants to learn about female health.

the challenge

The challenge here was to get the right audience to consume Vitamins For Woman blog and newsletter content and ultimately increase web traffic. What I needed to do was to find a solution to reach our targeted readers and make them visit the website from Pinterest.

Analyzing The Problem

Identify The Target Audience

As you would expect, you can’t appropriately market content on social media without identifying who you’re creating for.

The pins were created to target women from their mid-20s to late 50s. This demographic is because they’re the ones who are most likely to be interested in content relating to women’s vitamins and supplements.

They are likely to be more active on social media and would be able to navigate the content segmented into pinboards.

This makes it easier to navigate various topics all at once based on the reader’s interest. Look at it as a way of making it simple for the targeted audience to skim through all the pins.

Keyword Research

When it comes to connecting with our target audience on Pinterest, we were intentional about using keywords that ring a bell with women seeking information related to vitamins and wellness as a whole.

I understood that using the right words matters, so I used relevant keywords in the captions and hashtags of each post. This helped us reach the women who are searching for topics like “bone health supplements” but they specifically want it for vegans.

See the caption I wrote for that:

These keywords increase the chances of our content appearing in the search results and feeds of women who need it most.

Distributed content at multiple times of the day

If you’re trying to grow on socials, especially a place like Pinterest, showing up daily is a must.

This strategy is important for many reasons. Firstly, Pinterest is a global platform with users spanning different time zones. By posting at various times, we can reach our ideal audience in different parts of the world, ensuring our content is visible when they’re most active.

Moreover, Pinterest is a dense search engine, with over 75% female audience and thousands of content published daily. To stand a chance to increase our reach, we need to post consistently to increase our visibility and show up first in searches.

See an example of our daily content schedule planned in Notion.

Monitoring and Optimizing Content

Once we’ve distributed our content on Pinterest, the work is far from over. I proceed to closely monitor the performance and adjust our strategy accordingly.

Analytics: I track key metrics like impressions, engagement, pin clicks, saves, and outbound clicks. Analyzing the metrics will point to what’s working and what’s not.

For example, I’ll be able to find which topics generate the most engagement or which pins drive the most traffic to our website.

Adjust Strategies: With this knowledge, the content strategy is adjusted to optimize our performance. For example, creating more content like our top-performing pins, adjusting the posting schedule for more engagements and experimenting with new topics.

Results

Within 30 days of actively using this approach, we were able to reach over 50% of our ideal demographic. As you can see in the picture below, our impressions were on the rise.

Also for our board like beauty supplements, we were able to achieve:

A 55% increase in impressions, expanding our reach to a broader audience
Engagement skyrocketed by 40%, with likes, comments, and shares pouring in
Pin clicks rise by 30%, driving more traffic to the blog website
Saves increased by 10%, showing the value of our content Outbound clicks jumped by 30%, leading to more visitors to the site