Why Aren't You on Pinterest?
When I first began exploring Pinterest as a marketing tool, I was looking for a way to help books stay visible long after their launch dates had come and gone.
What I discovered was something much bigger.
Pinterest wasn't simply a social media platform.
It was a discovery engine.
Over the years, I've had the privilege of learning alongside some remarkable Pinterest professionals. One of those people is Cathy Heflin, a Pinterest marketing specialist (and very dear friend) whose expertise lies in e-commerce, catalogs, promoted pin campaigns, and helping retail businesses connect products with buyers.
While Cathy works primarily with e-commerce brands and I work largely with authors, educators, publishers, and creators, we've spent years comparing notes, celebrating wins, puzzling through algorithm changes, and asking the same question:
How can we help people get found?
That question sparked the first conversation in what I hope will become an ongoing feature here on Pin Lit Marketing: The Pinterest Perspectives Series.
As Cathy and I began talking, I asked her a simple question:
"What are businesses missing when they ignore Pinterest?"
Her answer was immediate.
"It's important to have a storefront on Pinterest because you want to be present there when people are shopping, and people are using it, for better or for worse, more for shopping than ever before."
At first glance, that might sound like advice intended only for retailers.
But I don't believe that's true.
In fact, I think many authors, educators, speakers, coaches, and course creators are overlooking one of Pinterest's greatest opportunities.
They don't realize they already have a storefront.
What Is a Pinterest Storefront?
When most people hear the word storefront, they picture a shop.
Shelves.
Products.
Shopping carts.
A checkout page.
And yes, Pinterest can absolutely support those things.
But as Cathy and I continued our conversation, it became clear that a storefront can be much more than a collection of products.
A storefront is simply the place where people discover what you offer.
For some creators, that might be books.
For others, it could be:
Speaking engagements
Online courses
Educator guides
Workshops
Memberships
Free downloads
Newsletters
Coaching services
Digital resources
Pinterest gives creators an opportunity to showcase those offerings in a way that is searchable, discoverable, and evergreen.
In other words, your storefront doesn't have to sit on Main Street.
It can live on Pinterest.
The Mistake Many Creators Make
One observation Cathy made immediately brought me back to countless author websites and Pinterest accounts I've reviewed over the years.
"People don't shop profiles. They search.”
That statement stopped me in my tracks.
Because so many creators organize Pinterest around themselves.
Boards named after book titles.
Boards named after products.
Boards named after programs.
But that's not how users think.
Readers aren't searching for a book they've never heard of.
They're searching for solutions, interests, ideas, and experiences.
For example, my picture book Girls with Guts is about female athletes, perseverance, women's history, and Title IX.
Those are the things people search for.
Those are the themes that create discovery.
And discovery is where Pinterest shines.
Why This Matters
One of my favorite questions Cathy asked during our conversation was:
"Don't you want to kind of show up wherever anybody's searching for what you offer?"
Exactly.
Whether you're an author with one book, a teacher with a curriculum, a speaker with a presentation, or a business owner with a catalog of products, Pinterest gives you another place to be discovered.
Not because someone already knows your name.
But because they're searching for what you offer.
And that's a powerful distinction.
My Takeaway
The question isn't whether Pinterest is perfect.
Like every platform, it continues to evolve.
The question is simpler.
If your audience is searching for the topics, themes, products, services, or solutions you provide...
Why aren't you there?
In the next installment of what I am calling The Pinterest Perspectives Series, Cathy and I will explore catalogs, collections, and why many creators have far more to offer than they realize.
You may be surprised to discover that your catalog is bigger than you think.
P.S. You don't have to figure Pinterest out alone.
Every successful Pinterest platform begins with a simple first step: understanding what you have to offer and who needs to discover it.
If you're curious about how Pinterest could support your books, educator resources, speaking opportunities, courses, products, or programs, let's have a conversation.
I'd love to help you uncover the themes, keywords, and opportunities that can transform your content into a discoverable, evergreen presence.
Ready to explore what's possible?
