Garden Center Show speaker Gail Pabst shares how garden retailers can use Pinterest to attract customers and boost sales.

Forget fleeting social media trends — imagine a platform where your stunning plant photos and expert gardening tips live on, continuously attracting customers. That’s the power of Pinterest. It’s not just another social network; it’s a visual search engine, a treasure trove of inspiration where your ideal customers are actively seeking solutions.

Why Pinterest?

Unlike the noise and fleeting nature of other platforms, Pinterest is a sanctuary of positivity and planning. People visit to escape, dream and, most importantly, do. They’re looking for solutions to their gardening challenges, inspiration for their outdoor spaces, and the products to bring their visions to life.

The Pinterest Advantage: Numbers Don’t Lie

●      Massive reach: 518 million monthly users are actively searching for ideas.

●      Action-oriented: 61% of users start new projects based on what they find.

●      High engagement: Users view an average of 5.5 pages per visit.

●      Powerful search: 96% of top searches are unbranded, meaning you can capture attention even without established name recognition.

●      Affluent audience: 40% of U.S. households with $150,000-plus income are on Pinterest.

●      Gen Z engagement: 42% of users are Gen Z, a growing and influential demographic.

Targeting Your Ideal Customer

Pinterest users seek answers. They’re looking for gardening ideas and answers like shade-tolerant plants, container gardening or landscape design dilemmas.

You can position your business on Pinterest as the idea and solution provider by offering:

• Step-by-step guides and tutorials.
• Project lists and seasonal planting calendars.
• Product recommendations that solve real problems.
• New plants and products for their garden, landscape and patio.
• Seasonal plants and tips.

Local Garden Centers Can Be Found on Pinterest

• Local SEO is key: Use location-specific keywords like “Best Garden Center in [City]” in pin titles, descriptions and board names.
• Behind-the-scenes authenticity: Show your expertise with product demos, customer testimonials, and behind-the-scenes glimpses.
• Seasonal and event-driven content: Highlight local events, holiday markets and seasonal specials.
• Direct-to-purchase: Link pins directly to your online store’s product pages.

Beginning Your Pinterest Journey

1. Laying the Foundation for Success

Before diving into creating stunning pins and boards, it’s crucial to set up your Pinterest presence correctly. This ensures you’re seen as a credible business, unlocks valuable analytics and maximizes your reach.

2. Establish Your Business Account

• Don’t use a personal account. A dedicated business account signals to Pinterest that you’re a serious player.
• This unlocks access to powerful tools like Pinterest Analytics, which provides insights into your audience and content performance.
• You’ll also gain the ability to run Pinterest Ads, allowing you to target specific demographics and interests.

3. Verify Your Website

• Verifying your website further establishes your legitimacy with Pinterest.
• This builds trust and enhances your credibility, potentially boosting your pin visibility.

4. Optimize Your Profile

• Name: Include your business name and relevant keywords, ideally incorporating your location (e.g., “Blooming Gardens — Austin Plant Nursery”).
• About section: Craft a compelling description that highlights your expertise, services and location. Use relevant keywords to improve search visibility.
• Example: “Blooming Gardens, located in Austin, Texas. We provide high-quality plants and garden supplies, as well as expert landscape design. We specialize in drought-tolerant plants.”

5. Create Winning Pins and Boards

• Visually stunning: Use high-quality images with a 2:3 aspect ratio (1000 x 1500 pixels).
• Strategic boards: Create boards that mirror your audience’s interests, like “Container Gardening Ideas,” “Pollinator-Friendly Plants” or “[Your City] Landscaping Inspiration.”
• Keyword optimization: Use relevant keywords and long-tail phrases like “shade-tolerant flowering plants for containers” in pin titles and descriptions.
• Video engagement: Use short, informative videos to demonstrate products or showcase projects.
• Shoppable pins: Make purchasing seamless by tagging products directly in your pins.
• Pinterest ads: Amplify your reach with targeted ads based on demographics, interests and keywords.

Content That Blooms: Ideas for Garden Retailers

• Plant profiles: Showcase unique plant characteristics and growing tips.
• DIY garden projects: Provide step-by-step tutorials for popular projects.
• Seasonal guides: Offer timely advice for planting, maintenance and cleanup.
• Container gardening inspiration: Share creative ideas for small spaces.
• Landscaping design ideas: Showcase different garden styles and layouts.
• Pest and disease control: Offer practical solutions to common garden problems.
• Product spotlights: Highlight your bestselling products and their benefits.

The Long Game: Consistency Wins

Pinterest marketing is a marathon, not a sprint. Aim for five to 25 new pins per day. Remember, the power of Pinterest is its evergreen content — your best pins will bring you traffic for months and years.

Lifespan of Social Media Posts in 2025 from Cappuccinoandfashion.com

• Instagram feed: 48 hours, stories: 24 hours, reels: 14-plus days
• Facebook post: five hours
• YouTube Video: 30-plus days
• TikTok: minutes, unless viral
• X (Twitter): 15 to 20 minutes
• Pinterest: six months or longer

Pinterest is more than just a platform; it’s a powerful marketing tool that can transform your garden retail business. By understanding its unique characteristics, creating compelling content and consistently engaging with your audience, you can cultivate brand awareness, drive sales and reap a bountiful harvest of loyal customers.