Mastering Pinterest Marketing for NDIS Providers: A Complete Guide

Pinterest had a growing user base in Australia, with over 4 million active users. What's particularly noteworthy for NDIS providers is that a substantial portion of these users fall into the age range of 25-54, which is often the demographic making healthcare and support decisions for themselves or family members. Additionally, the platform has a strong female user base, accounting for about 70% of the audience. So, when you tap into Pinterest for your NDIS service, you're not just reaching a niche community; you're gaining access to a diverse and substantial Australian audience actively searching for information, services and resources.

At 2Brownies, we've seen how Pinterest can be a game-changer for some (but not all) NDIS Providers. Pinterest might be for you if:

• You offer programs to participants in your local community that centre around creating things – think art programs, gardening, cooking, photography etc.
• Your business is highly visual – you’re out and about a lot as an NDIS Provider and take lots of photos of what you’re doing, what’s happening in your community and in the NDIS sector.
• You’re a SIL, STA, MTA or respite accommodation provider with accessible properties to showcase.
• You focus a lot on wellness and have lots of information to share on staying healthy and thriving, both mentally and physically.

In this comprehensive guide, we'll explore the essentials of Pinterest marketing for NDIS Providers, discuss best practices and share actionable tips that can be easily incorporated into your marketing strategy. 

So, let's dive right in and start exploring the marvelous world of Pinterest marketing for NDIS Providers, shall we?

First things first, let's talk about creating a Pinterest business account. If you already have a personal Pinterest account, it's not too difficult to convert it into a business account. However, we recommend starting from scratch to keep things nice and professional. Here's what you need to do:

1. Sign up for a Pinterest business account at business.pinterest.com.

2. Add your business name, description, website (if you have one), and email address.

3. Choose appropriate categories for your business.

4. Add a profile picture, which ideally should be your business logo, and don't forget to include your brand colours on your page.

Now that your business profile is set up, let's take a look at how to create and optimise your content!

Pinterest is a visual platform, and that's precisely what makes it unique. However, creating image-based content doesn't mean we can ignore basic SEO principles. So, let's explore how to create content that's not only eye-catching but also SEO-friendly.

• Take attention-grabbing photos, based on your NDIS programs and community activities. Or create graphic designs in Canva that incorporate your quotes, tips and information on wellness-related topics.

• Use bright, visually appealing colours, contrasting text and backgrounds, and high-quality images. Your primary goal is to create Pinterest-worthy images that are easy to read and entice the user to click or save your Pin.

• Use vertical images: As a rule of thumb, most Pinterest users prefer vertically-oriented images (aspect ratio of 2:3 or 1:2.1). This format takes up more space on a user's feed and is more likely to grab their attention.

• Incorporate high-quality keywords: Think of Pinterest as a search engine for images. To improve your Pin's visibility in search results, include relevant keywords in your Pin titles, descriptions, alt text, and even your image file names. Your keywords should include your company name as well as key services. For instance, “The ABC Care Cooking Club is a great way for NDIS Participants in Brisbane to learn how to build their cooking skills and create tasty, healthy meals at home.”

• Leverage Rich Pins: Rich Pins provide additional context by including more information, like details on your NDIS Program, when and where you offer it and a direct link to your site. These details help boost your Pin's visibility and credibility in search results, motivating users to engage with your content.
  

We realise that Pinterest isn’t the first thing that people think of as a marketing tool for NDIS service providers. But for the kind of providers we mentioned above, the platform offers a unique blend of visual appeal and information sharing, perfect for building your reputation and attracting participant leads.

Here’s how you can maximise your Pinterest presence:

Why It Works: Pinterest is a playground for visuals. You can create infographics or visual guides that make complex information digestible.

Example: Design an infographic that explains the NDIS application process, breaking down each step with visuals and brief descriptions.

Why It Works: Authenticity builds trust. A success story, when told without embellishment, can resonate deeply with your audience.



Example: Post before-and-after photos of a home modification project, detailing the changes made to improve accessibility for a participant with mobility challenges.

Why It Works: Specific boards that focus on topics relevant to your participants can turn your Pinterest account into a go-to resource.

Example: Create a board titled "Accessible Public Transport in Melbourne," where you pin information about disability-friendly transport options in your local area.

Why It Works: A subtle showcase of your services can intrigue without coming off as a hard sell.

Example: Pin photos of your team assisting participants during an art therapy session, linking back to a blog post on your website that elaborates on the benefits of art therapy in disability support.

Why It Works: Local-focused content adds a layer of personalisation and makes your service appear more attuned to the community's needs.



Example: Create a pin about a local charity event for people living with disabilities, encouraging community participation and highlighting its significance.

Why It Works: Partnering with related experts can enrich your boards and expand your reach.



Example: Collaborate with a local adaptive clothing store to create a shared board, where both of you can pin ideas and products that make everyday dressing easier for people living with disabilities.

Why It Works: Pinterest isn't just for evergreen content; it’s also a timely way to share important updates.

Example: When the NDIS policy undergoes changes, create a pin summarising the key takeaways and how they affect your participants.

By using Pinterest in these strategic ways, you're doing more than just posting nice pictures; you're providing valuable content that speaks to the needs and concerns of your audience. And that's the key to building a stronger reputation and attracting a broader base of participants.

Now that you know the basics, it's time to blend it all together and create a Pinterest strategy that's fine-tuned to your goals as an NDIS Provider. Here are some guidelines to keep in mind:

1. Set your objectives: Are you looking to build brand awareness, increase website traffic, build an email list, or generate participant leads and referrals? Outline your goals so you can measure your progress and adapt your strategy accordingly.

2. Create a content calendar: Consistency is key to winning on Pinterest. Develop a content calendar to help you organise and schedule your upcoming Pins, ensuring that fresh content is always in the pipeline.

3. Monitor, analyse and refine: Keep an eye on your Pinterest Analytics and adjust your strategy based on what's working (and what's not). Your analytics will give you insights into your audience, repins, clicks, and overall engagement, letting you understand the type of content that resonates best with your target audience.

In summary, Pinterest presents a compelling opportunity for some NDIS service providers to engage with a broad and diverse Australian audience. From creating visual resources to sharing genuine success stories and timely updates, the platform allows you to go beyond conventional marketing avenues. 

With strategic pinning and a focus on value-driven content, you can elevate your reputation, establish yourself as a go-to NDIS resource, and attract participants who are actively seeking quality disability support services. So, if you haven't considered Pinterest as part of your digital marketing strategy, now's the time to consider pinning your way to success.

At 2Brownies, we’re the leading marketing agency for NDIS Providers in Australia. Check back often for new, insightful and fresh ways to grow your NDIS business. 

Interested in taking your marketing to the next level or finding out if Pinterest is right for you? Let’s talk about our Clarity Package—a tailored mini marketing strategy unique to your NDIS Provider business. Get in touch today to discover how we can help you stand out in the ever-evolving NDIS landscape. Call us anytime on 1300 608 114 or book in a time to chat with our General Manager, Ness.