How Can UK Craft Supply Stores Leverage Pinterest to Increase In-Store Workshops Sign-ups?

As a craft supply store in the UK, you're continually looking for inventive ways to lure in more people to your in-store workshops, aren't you? You've probably tried a myriad of social media platforms to boost your sign-ups, but have you ever considered Pinterest?

Replete with stunning visuals and a dynamic ecosystem of DIY enthusiasts, Pinterest is, without a doubt, a potent platform for craft businesses. By utilizing the platform's unique features, you can transform your social marketing strategy, attracting more customers and increasing the online visibility of your brand.

Harnessing Pinterest's Power for Your Business

Pinterest is not just another social media platform. It's a visual search engine, a vast online catalogue of ideas that people use to discover and save creative concepts. Unlike other social media platforms where content is quickly lost in the endless scroll, the content you post on Pinterest has a longer shelf life.

To leverage Pinterest effectively for your craft supply store, you need to create compelling content that resonates with your target audience and aligns with your brand. Here's how:

Developing a Strong Profile and Boards

Your Pinterest account is your shop window. It's where people will land when they click through from your pins. Therefore, create a business account that accurately reflects your craft store's brand. Add a profile picture, write a compelling bio, and include a link to your website.

After setting up your profile, organise your pins into different boards. Each board should be a collection of pins related to a specific topic. For example, if you sell knitting supplies, you could have a board for knitting patterns or a board for knitting tips. Remember, it's not about promoting your products; it's about providing value to your audience.

Crafting High-Quality, Relevant Pins

Pins are the heart of Pinterest. They're the images that people "pin" to their boards. To increase in-store workshop sign-ups, create pins that showcase your workshop projects. Use high-quality images and include a clear, compelling description.

Don't just pin your own content. Curating pins from other relevant sources can help you build a robust, valuable resource for your audience. This will increase your followers and establish your authority in your niche.

Integrating Pinterest with Your Other Marketing Strategies

Pinterest should not be a standalone strategy; rather, it should be integrated with your other marketing efforts. Here are a few ways to do this:

Promoting Your Pinterest Account on Your Website

Just as you would include icons for Facebook, Twitter, and Instagram on your website, add a Pinterest icon as well. You can also use a "Pin It" button on your product pages, allowing customers to easily pin your products to their boards. This will drive traffic to your Pinterest account and increase its visibility.

Linking Pinterest to Your Email Marketing

Add a Pinterest icon to your email signatures and newsletters. This will direct your email subscribers to your Pinterest account, potentially increasing your followers and engagement.

Making the Most of Pinterest's Features

Pinterest provides several tools that businesses can use to their advantage. Let's delve into how you can use some of these features:

Rich Pins

Rich pins provide more information than a regular pin. They automatically update with information from your website, ensuring the pin remains relevant and useful. There are four types of rich pins: product, recipe, article, and app. As a craft supply store, product pins will be most beneficial for you.

Promoted Pins

Promoted pins are Pinterest’s version of paid advertising. They allow businesses to target specific demographics, which could be useful in attracting new customers.

Pinterest Analytics

Pinterest's analytics tool provides valuable insight into how your pins are performing. Use this data to understand what resonates with your audience and refine your strategy accordingly.

Engaging with the Pinterest Community

Pinterest is a community-driven platform. Being active and engaging with your audience will help you build a loyal following. Respond to comments on your pins, repin content from others, and follow users with similar interests.

Pinterest can be an extremely effective tool for driving workshop sign-ups for your craft store. With a well-considered strategy, engaging content, and use of the platform's unique features, you can significantly increase your in-store workshop sign-ups through this visual social media platform. Remember, consistency is key, and over time, your efforts will pay off.

Utilizing Pinterest for Event Marketing

Pinterest can be an invaluable tool in your event marketing strategy for promoting your in-store workshops, especially given the platform's popularity among DIY enthusiasts and craft hobbyists.

One way to leverage Pinterest for event marketing is by creating specific boards for each workshop. For instance, if you are hosting a pottery workshop, you could create a board showcasing the pottery techniques participants will learn, the materials they will use, and the finished products they can expect to create. You could also pin images from past workshops to give potential attendees a glimpse of what they can expect.

Furthermore, use Pinterest to provide additional value to your attendees. If you're hosting a knitting workshop, for example, you could create a board with additional knitting patterns or tips that participants can use after the workshop. This not only enriches the experience of attendees but also helps to build your brand's reputation as a helpful and valuable resource in the field of crafts.

Remember, consistency is key. By regularly updating your boards with relevant, high-quality content, you will keep your target audience engaged and interested in your offerings.

Drawing Attention to Your Products and Services

Pinterest can also help increase awareness of your store’s products and services. Use the platform to showcase the craft supplies available in your retail store, making sure to capture them in a visually appealing way. If you have a Shopify POS system, link your Pinterest account to your online store to make it easier for customers to purchase pinned items directly.

Rich pins can be particularly useful in this respect. As mentioned earlier, these types of pins provide more information than regular pins and automatically update with information from your website. For a craft supply store, product pins can be a game-changer as they include real-time pricing and availability, turning your Pinterest account into a dynamic catalogue of your inventory.


In the social media landscape, Pinterest holds a unique position with its focus on visuals and creativity. For a UK craft supply store, it can be an incredibly effective platform for increasing in-store workshop sign-ups and boosting brand awareness.

Through a well-considered social media strategy that includes developing a strong profile and boards, crafting high-quality and relevant pins, integrating Pinterest with other marketing strategies, and engaging with the Pinterest community, you can enhance your brand's online visibility and attract a larger customer base.

Moreover, by harnessing Pinterest's unique features such as rich pins and promoted pins, you can provide more value to your audience and promote your products and services more effectively. Also, don't forget to leverage Pinterest's analytics tool to refine your marketing plan based on what resonates with your audience.

Remember, the ultimate goal is to provide value to your audience. Whether it's through inspiring images, helpful tips, or engaging workshop promotions, aim to make your Pinterest account a go-to source for craft enthusiasts.

With patience and consistency, Pinterest can serve as a powerful tool in your marketing arsenal, helping to drive your in-store workshop sign-ups and ultimately, grow your craft business.