16 Minute Read
Posted by SocialSellinator Team on Oct 8, 2023 11:51:13 PM


Introduction: The Power of Pinterest for Business

In the ever-evolving world of digital marketing, one platform stands out as a visually driven discovery engine that can catapult your brand awareness to new heights: Pinterest. With over 478 million active monthly users, Pinterest is more than just a social media platform. It's a powerful search engine that can significantly enhance your small business's marketing efforts. This article will guide you through the process of mastering marketing on Pinterest, unlocking its incredible potential for driving traffic, increasing brand visibility, and engaging both new and existing audiences.

For businesses like yours, struggling with low brand awareness, lead and revenue deficiency, and a need for data-driven strategies and ROI focus, Pinterest offers an effective solution. It's a platform that focuses on authentic engagement and is backed by an analytics system that tracks, measures, and optimizes your marketing efforts. It's time to harness the power of Pinterest and transform it into your next strategic move for digital marketing success.

Understanding Pinterest: A Visual Discovery Platform

Ready to dive into the colorful, dynamic world of Pinterest? Fantastic! But before we plunge into the nuts and bolts of Pinterest marketing, let's take a moment to understand what Pinterest is all about.

Unlike other social media platforms, Pinterest operates as a visual discovery engine. This unique platform empowers users to explore, share, and save visually appealing content, from home decor ideas to mouth-watering recipes, and trendy fashion tips to DIY crafts. According to Pinterest Business, this social network boasts a staggering 459 million active users each month, making it the 14th largest social network in the world as of 2021.

Pinterest is not just a place for users to share and discover ideas, but it also serves as a powerful platform for businesses. A whopping 80% of weekly Pinners have discovered a new brand or product on Pinterest, indicating the immense potential of this platform for brand visibility and customer engagement.

Moreover, what sets Pinterest apart is the demographic of its user base. Historically, the platform has been a favorite among women and people seeking inspiration for shopping or starting new projects. However, recent trends show that Pinterest is gaining popularity among men and Gen Z-ers, expanding the reach for businesses.

Another charming aspect of Pinterest is its positive vibe. Unlike other platforms that might be rife with controversy or induce FOMO (Fear of Missing Out), Pinterest is brimming with positive inspiration. It's a haven for those seeking creative ideas or simply a dose of feel-good content.

Now that we've established what Pinterest is and the potential it holds for businesses, it's time to delve into how to leverage this platform for marketing success. As a head of marketing or digital marketing, the opportunity to reach a vast, engaged audience with visually compelling content is simply too good to pass up. In the following sections, we'll equip you with the tools and strategies you need to master Pinterest marketing and elevate your brand to new heights.

Pinterest setup

Setting Up Your Pinterest Business Account: The First Step to Pinterest Marketing

If you're eager to dive into the world of Pinterest marketing, the first thing you need to do is set up a Pinterest Business Account. This isn't just a suggestion but an essential step. A business account provides you with valuable features such as access to analytics to monitor and measure your Pinterest marketing strategy, a variety of ad options to boost your reach, and a Shop tab to showcase your products.

Setting up a business account on Pinterest is a straightforward process. If you've never used Pinterest before, you can create a new account by visiting and clicking on "Sign Up." From there, you'll fill out your details, including a professional email, your age, and a secure password. Then, you'll be prompted to add your business's name, language, and location. Lastly, you'll choose a description that best fits your business and add a link to your website. With these simple steps, your Pinterest Business Account is ready to go!

If you already have a personal Pinterest account, you can convert it into a business account. Log into your personal account, navigate to Settings, and under Account Changes, click on "Convert account."

Once your Pinterest Business Account is set up, it's time to start creating content that resonates with your target audience. Remember, Pinterest is not just a social media platform, but also a search engine. This means that SEO is a crucial aspect of your Pinterest marketing strategy. Optimize your pins for SEO by including keywords in your pins' descriptions, on boards, and in hashtags.

Avoid common pitfalls such as using a personal account for business purposes, failing to link your Pinterest account with other social media platforms, or pinning irrelevant images. Make sure to employ high-quality images and descriptions for your pins, and utilize different boards to classify your content for easy navigation.

With your Pinterest Business Account ready and optimized, you're set to unlock the power of Pinterest. In the following sections, we'll guide you through crafting a winning Pinterest marketing strategy, creating high-quality content, utilizing Pinterest's unique features for business marketing, and more. Stay tuned and prepare to elevate your digital marketing game with SocialSellinator's guide to mastering marketing on Pinterest.

Creating a Pinterest Marketing Strategy: Key to Success

Much like sailing a ship without a compass, diving into Pinterest without a well-structured strategy can leave your small business adrift in a sea of content. A robust Pinterest marketing strategy can serve as your navigational chart, guiding your brand towards the shores of success. Here's how you can craft a winning game plan to make the most out of Pinterest's potential.

Start with Branding Your Profile

The first port of call in your Pinterest marketing journey is to establish a recognizable and professional business profile. Remember, you need to ensure you have a business account rather than a personal one. This gives you access to essential tools like analytics and ads, which are invaluable in driving your marketing efforts.

When branding your profile, consider uploading a high-quality profile picture that best represents your brand, typically, your logo. Your profile's cover can feature product shots, seasonal imagery, or other visuals that capture the essence of your company. Both your profile photo and cover should be consistent with your overall brand image.

Develop Your Pinterest Strategy

Once your profile is set up and branded, it's time to craft a Pinterest strategy that aligns with your business objectives. This involves planning content that resonates with your target audience's interests and preferences. Use your knowledge of trending topics or popular hashtags within your industry to create compelling and relevant content.

A consistent social media presence is crucial, and Pinterest is no different. Schedule your pins in advance to maintain an active presence on the platform. This not only keeps your brand top-of-mind for potential customers but also allows you to save valuable time, which you can then invest in other aspects of your business.

Engage with the Pinterest Community

Pinterest is not just about pinning; it's about creating and expanding your community. An engaged community can lead to increased brand awareness, improved customer loyalty, and ultimately, more sales. According to Pinterest, 85% of Pinners start new projects on the platform, making it a prime place to provide content that sparks their creativity.

Focus on Pinterest SEO

As a visual search engine, Pinterest SEO should be a key component of your marketing strategy. This involves identifying relevant keywords that bring the most value and incorporating them naturally into your content. The right keywords can help your pins appear in the search results of users who are looking for answers or inspiration related to your business.

Remember, Pinterest is not just about pinning images; it's about pinning valuable and relevant content. By avoiding common mistakes like not linking your social accounts or not adding a pin description, you can optimize your pins for maximum visibility and engagement.

Measure What Works

Last but not least, make sure to measure the success of your Pinterest marketing efforts. Use Pinterest's analytics tools to track metrics like views, likes, comments, shares, and conversions. These insights can guide future posts and help you continuously improve your strategies.

To wrap up, creating a Pinterest marketing strategy is not a one-size-fits-all process. It requires time, effort, and a deep understanding of your target audience. But with careful planning and strategic execution, you can unlock Pinterest's immense potential and steer your small business towards success.

content creation

Crafting High-Quality, Visually Appealing Content: The Heart of Pinterest Marketing

Just like an artist painstakingly crafts a masterpiece, your Pinterest content should be a work of art. It's the pulsating heart of your marketing strategy on this platform, and the key to engaging your audience and driving traffic to your website. From the visual aesthetics to the descriptive copy, every element plays a crucial role in making your pins captivating and click-worthy.

The Magic of Vertical Imagery

Pinterest is a visual platform, and hence, the importance of high-quality images can't be stressed enough. However, not just any image will do. Pinterest's unique grid layout favors vertical imagery, with a recommended 2:3 aspect ratio. This ensures your pins don't get awkwardly cropped and stand out on users' feeds. Remember, 82% of users browse Pinterest on mobile, so your visuals should be optimized for the small screen.

Descriptive Copy: The Unsung Hero

While the image might be the star of the show, don't underestimate the power of a compelling description. A good description not only provides context to your image but also improves SEO, making your pins more discoverable. Be sure to include relevant keywords and compelling CTAs to encourage users to click on your pins.

Text Overlay: The Bold Statement

Text overlays on your images can reinforce your message and grab users' attention. A catchy headline or a brief, informative statement can be just the hook you need to inspire users to engage with your content.

Tasteful Branding: Your Signature

Pinterest is a sea of visuals, and it's easy for your content to get lost in the shuffle. Incorporating your logo or branding elements in your pins can help maintain brand consistency and recognition. However, it's crucial to do this tastefully and subtly, without overshadowing the content.

The Importance of Working Links

Finally, always ensure that your pins link back to the relevant pages on your website. Broken links can lead to a frustrating user experience and missed opportunities to drive traffic to your site.

Consistency is Key

Pinterest favors regular, consistent pinning over sporadic bursts of content. Therefore, aim to pin daily to reach a wider audience and increase the visibility of your content.

Crafting high-quality, visually appealing content for Pinterest may seem like a daunting task, but it's well worth the effort. With careful attention to these elements and a dash of creativity, you can create pins that not only look great but also resonate with your audience, driving engagement and traffic to your website.

Utilizing Pinterest's Unique Features for Business Marketing

Pinterest is not just a visual discovery platform, but it's a trove of unique features designed to amplify your marketing efforts. Harnessing these features allows you to enhance your brand's visibility, provide more context about your products or services, capture audience attention, showcase multiple products, curate a shopping experience, and share your expertise. Let's delve into each of these features:

Promoted Pins: Boosting Visibility and Reach

Promoted Pins are Pinterest's version of paid advertising. These pins appear in the same format as regular pins but have a broader reach. Investing in Promoted Pins can significantly increase your brand's visibility and extend your content's reach to more potential customers. Furthermore, Promoted Pins can help boost online sales as they link directly back to your website.

Rich Pins: Providing More Context About an Idea

Rich Pins add extra details to pins from your website, making them more useful. These pins provide users with more context about an idea because they show extra information directly on the Pin itself. There are four types of Rich Pins: app, product, recipe, and article. For instance, Product Pins make shopping easier by including real-time pricing, availability, and where to buy your product.

Video Pins: Capturing Attention with Motion

Video Pins allow you to visually showcase your brand, products, or services in action. Video content has proven to be a powerful tool in capturing user attention and driving engagement. What's more, Pinterest users are eager to interact with videos that offer inspiration, how-to guides, or product features.

Carousel Pins: Showcasing Multiple Products or Features

Carousel Pins provide a new way to share content on Pinterest. Each Carousel Pin can have up to five images, allowing you to showcase multiple products or different features of a single product. Each image can have its own title, description, and landing page, making this feature a versatile tool for marketing campaigns.

Collections Pins: Curating a Shopping Experience

Collection Pins, also known as Shop the Look Pins, allow businesses to tag up to 25 items in an image. When users tap on a specific spot in the pin, they can view and potentially buy the product directly from your website. This feature seamlessly integrates the shopping experience within Pinterest, making it easier for users to go from inspiration to purchase.

Idea Pins: Sharing Inspiration and Expertise

Idea Pins, previously known as Story Pins, are a creative way to share your brand story or expertise. They allow you to share multiple images, videos, and text in a single Pin. This feature is perfect for sharing step-by-step guides, recipes, or tips related to your industry.

By leveraging these unique Pinterest features, you can effectively engage with your audience, drive traffic to your website, and ultimately increase your brand visibility and sales.

Engaging with the Pinterest Community: Building Relationships and Trust

Building trust and fostering relationships is at the heart of any successful marketing strategy and Pinterest is no exception. The platform is not just a showcase for your products or services but a community of engaged and inspired users. Here's how you can tap into that community and create authentic connections that will boost your brand's reputation and customer loyalty.

Understand Your Audience

Knowing your audience is the first step to meaningful engagement. Using Pinterest analytics, you can glean valuable insights about your followers - their demographics, interests, and Pinterest behavior. This information will help you tailor your content to resonate with your target audience effectively.

Be Active and Responsive

An active and responsive presence on Pinterest is crucial for building trust. Regularly post new content, respond to comments, and engage with your followers' Pins. Your followers will appreciate your involvement and are more likely to engage with your brand. Remember, communication is a two-way street.

Encourage User-Generated Content

User-generated content (UGC) is a powerful way to foster a sense of community and trust around your brand. Encourage your followers to share their own experiences with your products or services. This could be a photo of them using your product, a testimonial, or an idea using your product. UGC not only strengthens your relationship with your existing customers but also shows potential customers that your brand is trusted and valued.

Leverage Keywords and Hashtags

Keywords and hashtags are essential tools in your Pinterest marketing toolkit. By using relevant keywords and hashtags in your Pins and boards, your content will be more likely to show up in users' feeds and searches. This increases your visibility and allows you to reach a wider audience.

Follow, Like, and Comment on Other Users' Content

Building relationships on Pinterest isn't just about broadcasting your own content but also engaging with others'. Follow relevant accounts, like, and comment on their Pins. This shows that you are not just interested in promoting your own brand but are also an active participant in the Pinterest community.

Share Content Across Other Social Networks

Don't limit your content to Pinterest alone. Share your Pins, images, and videos on other social networks such as Facebook, LinkedIn, and Instagram. This will not only increase your visibility but also show your followers that you are active across different platforms, further building trust and credibility.

In essence, engaging with the Pinterest community involves a mix of understanding your audience, active participation, encouraging user-generated content, leveraging keywords and hashtags, and cross-promoting your content across other social networks. By adopting these strategies, you can build strong and lasting relationships with your audience, fostering a sense of trust that will be beneficial for your brand in the long run.

Leveraging Pinterest Analytics: Tracking Performance and Optimizing Strategy

In the realm of Pinterest marketing, knowledge is power. That's why the next step to mastering Pinterest marketing involves diving deep into your performance metrics with Pinterest Analytics. This feature is a treasure trove of insights, helping you understand the types of content that resonate with your audience, the best times to post, and the overall effectiveness of your Pinterest marketing strategy.

Understanding the Power of Pinterest Analytics

Pinterest Analytics provides you with four major types of information: metrics about your profile as a whole, insights about the number of people who save and re-Pin your content, platform metrics to understand how people interact with your content via both desktop or mobile, and data about your most popular Pins.

For heads of marketing and digital marketing departments in small to midsize businesses, this information is invaluable. By closely monitoring these metrics, you can identify what's working and where there's room for improvement, aligning your Pinterest efforts with your broader business goals.

Identifying Key Performance Indicators

Identifying and tracking the right Key Performance Indicators (KPIs) is paramount in evaluating your Pinterest marketing strategy. These include metrics like the engagement rate, reach, impressions, and the number of new followers. It's these metrics that give an indication of your account performance and the success of your Pinterest posts.

Adapting Your Strategy Based on Analytics

The insights derived from Pinterest Analytics should guide your ongoing strategy. Regular analysis allows you to understand the types of content that resonate with your audience and adapt your strategy based on these insights. This optimization is an ongoing process, requiring regular review and adjustment of your content calendar, experimentation with different types of posts, and staying on top of Pinterest trends.

Remember, Pinterest, like all social media platforms, is dynamic. A flexible approach, informed by analytics, is key to keeping your brand relevant and engaging.

Integrating Pinterest Analytics with Other Tools

In today's digital landscape, integrating your Pinterest Analytics with other data analytics tools can provide a more comprehensive view of your overall performance. Tools such as Google Analytics 4 (GA4) can be used in conjunction with Pinterest Analytics, offering enhanced attribution, real-time data, and machine learning to surface insights automatically.

In conclusion, leveraging Pinterest Analytics is a crucial step in mastering Pinterest marketing. By tracking performance, identifying key metrics, and adapting your strategy based on these insights, you can optimize your Pinterest marketing efforts for tremendous success. With the right data, tools, and approach, Pinterest can become a powerful ally in your digital marketing arsenal.

Conclusion: Mastering Pinterest Marketing with SocialSellinator

Harnessing the power of Pinterest for marketing isn't just a task, it's a game-changing strategy. And with a seasoned partner like SocialSellinator by your side, you're not just playing the game; you're mastering it.

SocialSellinator understands that Pinterest offers a unique platform for visual discovery that can boost brand awareness and lead to significant conversions. As a digital marketing agency with a proven track record, they are adept at creating high-quality, visually appealing content that resonates with your target audience. They expertly utilize Pinterest's unique features, such as Promoted Pins, Rich Pins, Video Pins, Carousel Pins, Collections Pins, and Idea Pins, to maximize your brand's visibility and engagement.

Beyond crafting captivating content, SocialSellinator excels at fostering authentic engagement with the Pinterest community. They don't just post content; they build relationships and trust, which are fundamental to any successful marketing strategy.

Moreover, they are committed to leveraging Pinterest analytics to track performance and optimize strategy. By making data-driven decisions, they ensure that your Pinterest marketing efforts yield the best possible results. They help you decipher the numbers and adapt your strategy based on these insights, optimizing your Pinterest marketing efforts for success.

In essence, SocialSellinator provides a comprehensive solution for your Pinterest marketing needs. Their expertise in Pinterest marketing, proven success in generating leads and increasing brand awareness, and their commitment to creating customized strategies make them an ideal partner in your Pinterest marketing journey.

Mastering Pinterest marketing might seem daunting, but with SocialSellinator, it becomes achievable. Consider them not just an option, but your next strategic move for maximizing the potential of Pinterest marketing. Visit SocialSellinator to unlock the power of Pinterest and elevate your digital marketing game to new heights.

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SocialSellinator Team

SocialSellinator is a full-service digital marketing agency for startups, small and mid-size B2B/B2C businesses. Our clients benefit from increased brand awareness and leads, created by our data-driven approach to social media marketing, content marketing, paid social media campaigns, and search engine optimization (SEO).