We’ve all heard of Pinterest, the popular social media website for cataloging and sharing digital “pins” with other users.
But how exactly can a Pinterest marketing strategy help your business? Is Pinterest good for business or is it just another social media with beautiful images?
If you’re an entrepreneur looking for a smart way to connect with new customers or if you’ve already heard of Pinterest for business but feel like you need some extra juice to get started, this is the article for you!
What is Pinterest & How Does it Work?
Although Pinterest is called, seen, and classified as a social media, it’s not because there’s less than 5% of social interaction between a Creator and its followers.
Just like someone would go to Google to search for the latest content marketing techniques for marketers, one would also go to Pinterest to find ideas for a recipe or some trending home decor ideas.
You see, Pinterest is like Google; a search engine!
No one ever creates a Pinterest account to follow a celebrity or keep in touch with some old college friends.
Pinterest is all about finding new ideas and inspiration!
But do not be mistaken! Pinterest is not the go-to app for recipe, home decor, or fashion ideas only!
The Pinterest app is so much bigger than millions of food images!
Pinterest has a huge library of niches and industries that are equally profitable as the food and drink category.
For e.x, niches like weight loss, travel, finance, productivity, pregnancy, postpartum, and baby are super popular on the platform.
And by that, I mean that the content creators in these niches are making a six-figure income every month. You read that right!
At the end of this article, I will link a few successful blogs that make a great income mainly from Pinterest traffic.
What is Pinterest Marketing?
Pinterest Marketing is the process of promoting your business or your brand on Pinterest. With a well-planned Pinterest Marketing strategy, you can:
While Pinterest marketing is less complex than other marketing strategies, that doesn’t mean it’s easy and you will start to make money in the next few weeks or months.
Pinterest marketing requires a lot of hard work and patience before you start to see some concrete results.
Just like Google and other search engines, Pinterest will simply not put your content in front of millions of users after a few weeks of pinning.
The algo needs time to understand what your content is all about, the system needs time to trust you and your website before showing your content to the world and above all this, Pinterest needs time to rank your pins for certain keywords.
So, yeah you will need patience and consistency when it comes to Pinterest Marketing!
Is Pinterest Good for Business?
If Pinterest was a place where only one of two categories of people were hanging out, then no, it wouldn’t be a good traffic and revenue source for your business.
But since Pinterest is almost universal when it comes to niches and industries, then yes Pinterest can definitely help you in various areas of your business.
7 Benefits of Pinterest Marketing:
1. Highly Targeted Traffic
Social media traffic is often considered inferior to organic traffic that comes from Google.
But I would say that Pinterest traffic is much more targeted than social media traffic.
Why? Because Pinterest is a search engine and when your content shows up in front of your readers, it’s because they are the ones who are actively looking for it. Same as Google!
2. Increases Brand Awareness
If you stay consistent in your pinning strategy, Pinterest will reward you by exposing your pins to more and more people, which in turn, can increase your brand awareness.
And when a platform full of people starts recognizing your brand and products, this means more conversions.
3. Helps You Build a Community Around Your Brand
On Pinterest, you are not simply promoting your brand and moving on; instead, you are trying to build a community around it, which is a whole different tactic since Pinterest introduced Idea Pins.
With this new feature, you will be able to connect and engage more with your followers.
Your company or brand will become more relatable and real, rather than just another faceless entity on the internet.
4. Increases Your Website/Blog Traffic
I know that many of you are reading this article because you want to learn more about the Pinterest for Business part of Pinterest.
With the right approach, you will be able to increase your website traffic from Pinterest. And the cool thing about Pinterest is that the results are quicker than Google.
It’s true that Pinterest has changed and today in 2022, you need at least 4-6 months of consistent pinning to start seeing great results, unlike Google which can take 8-12 months before you start appearing on page 7+.
5. Helps to Build & Grow Your Email List
Pinterest is a great platform if you want to grow your email list with new subscribers.
With the right SEO optimization techniques, you can easily attract targeted traffic to your articles or landing pages where you can capture their emails.
6. Grow your Sales
The truth is that if you set up a good Pinterest strategy, you can see sales results much faster than if you were to promote your blog on social media platforms like Facebook or Twitter, let alone Google.
In fact, I got my first eBook sales blast on Pinterest. After 4 days of launching my pins about my new weight loss guide, I made 33 sales in 3 weeks.
Note that I have a very well-established Pinterest account in the health and fitness niche. You might not get that ROI with a brand new account.
7. Unlimited Traffic
If your niche is one that performs super well on Pinterest, then you don’t have to worry about traffic because it will never be a problem!
After 1 year of consistent pinning and properly optimizing my profile, my pins were getting seen by over 10 million Pinterest users every single month.
That’s huge guys! In the Pinterest world, we call this “monthly views” number a vanity metric because it’s what it is.
It doesn’t mean anything unless these monthly views are translating into real traffic on your blog.
For instance, my 10m+ monthly views translate into 450,000 sessions on my coffee blog every month.
I hope you see the potential of doing Pinterest Marketing!
Disadvantages of Pinterest Marketing
Let’s talk about the cons of using Pinterest as a marketing tool. Like Google and other traffic sources, Pinterest also has its drawbacks.
1. Stolen Pins
Like on every other platform, there are tons of spammers on Pinterest. They steal your pins and redirect them to their own website and most of the time, they have crappy sites.
And if you don’t report those pins, you can see your traffic start decreasing because the stolen pins will also steal your ranking positions.
Don’t know how these thieves do that but they can rank pretty high…sigh! The worst of all is that you will have to spend a few hours just to report those stolen pins of yours.
I spare a few hours each month just reporting stolen pins and luckily for us, Pinterest does a pretty good job at getting them removed the next day.
2. Inaccurate Pinterest Analytics
One of the most annoying things working on Pinterest is that their analytics are usually inaccurate.
The best thing to do is to analyze your metrics on Google Analytics itself.
There’s always this discrepancy in the traffic reports between what Pinterest and Google Analytics show us.
3. Pinterest’s Stupid Spam Filter
Pinterest has an absurd spam filter that can block or suspend your site out of the blue.
They are aware of the fact that their spam filter often penalizes genuine sites but they have not worked on a fix yet and it keeps happening.
But if you are doing nothing that goes against their policy and guidelines, they will restore your account instantly.
It’s something we have to deal with!
4. Slave to the Algorithm
Like other social media platforms, you always have to put out content every single day so as not to see your reach decrease over time.
They will reward you only if you are active on their platform and in my honest opinion, I feel like we are slaves to them.
With Google, you write an article once and then update it every 6-12 months and that’s it.
But with Pinterest and the other social media networks, you have to create content almost every single day to keep your reach, engagement, and traffic to your blog.
How to Develop A Good Pinterest Strategy for your Business?
Ready to learn how to use Pinterest for business? Let’s dive right in.
Note that the steps are the same for a content blog, a small business website, or an eCommerce store.
In this section, you will learn how to:
Without any further ado, let’s get started!
1. Set Up a Business Account
It’s mandatory to have a Pinterest business account if you want to do Pinterest Marketing because you want to have access to the analytics to be able to learn about your demographics, which pins are and are not performing etc…
First, go to pinterest.com and sign up for a business account. Just follow the steps.
If you already created an account but didn’t choose a business account, you can convert the personal account to a business account by going to settings > account management > convert to a business account.
2. Optimize your Profile
To maximize your chances of getting found on the platform, you need to insert the keywords you want to rank for in a few strategic areas of your profile such as:
- Name, bio description, and board description.
For instance, if you have a content marketing business, your account should look like this with your keywords:
4. Claim your Domain
Without claiming your domain, Pinterest won’t be able to gather the necessary information about the traffic coming from Pinterest to your website.
So, this is super important before starting anything else.
Steps: go to settings > claimed accounts > click on “claim’ next to “website”.
Follow the instructions to install the HTML tag so that Pinterest can verify that you are the owner of the site you wish to claim.
Option 1 – Add HTML tag
- If you’re using WordPress, download the plugin called “Insert Headers and Footers”
- After installation, go back to Pinterest and click to copy the HTML code
- Paste it in the header section of the plugin you just installed and that’s it!
- After that, go back to Pinterest and click continue.
- You’ll need to enter your website URL and click the button to verify.
This is the easiest way to claim your domain. If that’s not working for whatever reasons, just ask your hosting to add a TXT record to your domain for verification.
Note that it can take 24-48 hours for Pinterest to verify your account. In the meantime, you can do other tasks like building your boards and doing some keyword research.
4. Perform Keyword Research
As I said earlier, Pinterest is a visual search engine and it works just like Google.
By that I mean, people are typing words in the search bar (which we call keywords) and the results that show up are SEO-optimized content.
Keyword research is the most important process of your Pinterest marketing strategy.
Without it, you’ll be spending time on creating a board full of pins that no one will ever see.
If your goal is to make sales or get traffic to your website or blog, there’s no way to achieve those goals without doing a proper keyword research process.
And I will show you three simple ways to get tons of keywords:
- Pinterest search bar
- Pinterest ads section
- Pin Inspector (Pinterest tool)
5. Create & Optimize Your Boards
Now that your domain is claimed or is in the process of getting claimed, you need to create your boards.
A board is simply like a shelf. Let’s take this example; when you go to the grocery store, is there one shelf only for candies, chips, stationery, and fruits? Of course not!
It’s the same with your boards. You have to create separate boards for each topic in your niche. I will show you two examples of how you can do that.
Example 1 – Your blog covers all the aspects of digital marketing. You can have a board for content marketing, another board for email marketing, one more for social media marketing, and so on.
Example 2 – Your blog is niched down and you talk only about email marketing. You can have a board for email marketing tips, another one for email marketing content ideas, one more for email marketing for bloggers, and so on.
I hope you get the idea.
6. Develop a Pinning Strategy
Pinterest might look cute but when it comes to your pinning strategy, you need a professional and solid one, not a cute one!
So, how do you come up with a pinning strategy that will bring positive results in the long run?
It’s simple, just follow this 3-step process.
Step 1 – Analyze the top-ranking pins to see what is performing well. This is a signal that both users and Pinterest are loving on them.
Step 2 – Now that you’ve got an idea of what’s doing well for the keywords you have in mind, you need to create better pins that will stand out from the pack.
Step 3 – Rinse and repeat
The Pinning Strategy
Now let’s talk about your pinning strategy. There are two things that define a pinning strategy:
- The Pinning Method
- The Pinning Frequency
1. The Pinning Method
In fact, there are ways in which you can launch your pins on Pinterest; the manual live pinning and the scheduled pinning.
There’s no pinning method that’s better than the other. Both works, both will bring results as long as you know what you are doing.
Manual Live Pinning vs Scheduled Pinning
Manual live pinning on Pinterest is simply publishing your pins on the spot whereas scheduled pinning is using a scheduler like Tailwind or the Pinterest native scheduler.
Many creators prefer using a scheduler as it saves them a lot of time ahead.
With the Pinterest native scheduler, you can schedule up to 2 weeks in advance whereas if you use a tool like Tailwind, you can schedule your pins up to a few months in advance.
Although I’ve been a manual pinner for almost 3 years, I must say that Tailwind is a great time saver.
So, if your time is limited, then I suggest you opt for scheduled pinning.
Another reason why I suggest scheduled pinning is because of the changes in the Pinterest algorithm.
A few years ago, you would launch your pins at the time your readers would be online, and you could see instantly if the pins are performing well.
See my real-time analytics below, seconds after launching my pins:
Today, things have changed and pins don’t get the exposure right away.
Fresh pins start to kick off after a few months and because of this, I don’t favor manual pinning over scheduled pinning anymore.
7. Launch Your First Pins
Launching/publishing your first pins is easy as 1,2,3. But before that, you need to design them first in a photo editor tool like Adobe Photoshop, Canva, or PicMonkey.
After that, you only to have click on “Create Pin”, add your pin title, pin description, the link to your article, and the alt text, choose the most relevant board and hit publish.
If you want to schedule your pins for later, you follow the same steps but this time you will choose “publish later” and there you can choose the date and time you want.
5 Best Pinterest Marketing Tips to Dominate the Platform
I will say it again: Pinterest is a visual search engine with over 400 million active monthly users, the competition is huge and unless your strategy is spot on, you’ll fail at Pinterest.
As long as you feed the beast with what it wants, there’s no way to failure.
That’s why you need to follow Pinterest’s best practices in order to grow on the platform and also to now get flagged, suspended, or banned.
Ok, let’s start.
1. Create a Click-Worthy Pin
If your main goal is to drive traffic to your blog or eCommerce store, you need to pin catchy images that grab the attention.
How sad will it be if you have properly optimized your pins with the right keywords but no one clicks through? A click-worthy pin consists of:
When you apply those four elements to each of your pins, there’s no way someone would pass by without clicking on it.
As a matter of fact, when a pin is well designed, it will auto-propel itself to higher ranking spots.
Why? Because the more people engage (save, click, comment…) with your pins, the more Pinterest will see them as valuable. As a result, they will gain higher rankings.
So, work on really good-looking pins!
2. Be Consistent
I don’t know any platform that rewards “part-time” content creators. Consistency is a fundamental key if you want to see success in Pinterest Marketing.
Without it, you will see slow or even no results.
One way to see a slow growth on Pinterest is to pin 10 pins today, 2 pins tomorrow, no pins for the next 2 weeks and then come back pinning 30 pins.
Also, keep in mind that consistency doesn’t mean daily pinning. You can pin 3 times a week but you do it like this for 6 months.
Stay consistent and Pinterest will reward you for that. If you forgot to pin once a week, it’s not the end of the world either!
One way to stay consistent is to schedule your pins.
3. Prioritize Your Content
Pinterest said this themselves! A few years ago, we were told by the Pinterest gurus to pin 80% of others’ content and 20% of our own content when we are just starting out.
I guess Pinterest started to realize the outrageous number of duplicate pins that were piling up on its servers. And since 2021, they recommend that we pin more of our own content.
4. Fresh Content Always
Long gone are the days when we would pin 1 pin in 20 different boards.
And then there are some that would go in Tailwind and schedule them again for pinning after a few months. If you want to get flagged, you can try this 🙂
Pinterest encourages creators to pin fresh content always. So what does this mean exactly:
- Fresh content means a fresh pin or a new blog post
- Never pin a pin twice
- Do not repin your own pin in other boards or group boards.
Basically, Pinterest is asking us to create a new pin design over and over again. Yeah, that’s hard and boring but we have to follow its principles.
5. Do Not Pin Excessively
Last week, I was still seeing “Pinterest experts” saying that we could publish 60 pins every day. That’s a big no-no!
How will your followers react when they see a ton of your pins only in their feed? That would be frustrating indeed, right?
The best way to promote your content is through growth hacking. In other words, don’t focus on quantity but focus on quality.
Especially when you’re just starting out, pin gradually and in moderation.
While there’s no magic number when it comes to the number of pins allowed, I would recommend staying in the safe lane of 15-25 pins max per day.
You can read more about Pinterest best practices here
How are Companies Using Pinterest for Marketing?
Pinterest is a visual platform that encourages brands to share visual content.
That’s why it’s no surprise that some companies are already seeing the benefits Pinterest brings to their bottom line.
Here is a list of the different goals for which companies are using Pinterest:
If you are a brand looking for inspiration on how to use Pinterest for your business, head over to Pinterest’s blog, check out their case studies, and take their tips into consideration.
Are you motivated to include Pinterest Marketing as other sources of traffic and revenue? If yes, I hope this article has opened your eyes to the power of Pinterest.
I have more articles about how to use Pinterest for marketing, how to start affiliate marketing on Pinterest, how much can you make with affiliate marketing using Pinterest etc…So be sure to check them out for more guidance.