What Is Pinterest Marketing?
Pinterest marketing is the strategic use of Pinterest to promote your brand, drive traffic to your website, and convert passive scrollers into active buyers. Unlike platforms like Instagram or TikTok, Pinterest is not built for likes or comments — it’s a visual search engine. Users turn to Pinterest with a purpose: to plan, discover, or get inspired. That makes it a powerful channel for businesses targeting users with high purchase intent.
Why Pinterest Deserves Your Attention
Pinterest has over 465 million monthly active users globally (as of 2024), and more than 85% of women on the platform use it to plan purchases. A key strength is that 97% of searches are unbranded, giving small and unknown businesses a real opportunity to rank. Unlike traditional social platforms, Pinterest content has a long lifespan. A single Pin can generate traffic and conversions for months — even years — after posting. And since Pinterest works like a search engine, it doesn’t rely on fast-paced algorithms to stay visible.
Who Should Use Pinterest Marketing?
Pinterest works especially well for brands in lifestyle-oriented sectors such as:
- Fashion and accessories
- Food and drink (especially recipes)
- Home decor and DIY
- Beauty and skincare
- Health, wellness, and fitness
- Travel, weddings, and events
But Pinterest can also support B2B goals. For example, SaaS companies and consultants can publish infographics, case studies, and visual blog content to build awareness and credibility.
Benefits of Pinterest for Business
- Evergreen reach: Pins remain discoverable long after publishing.
- Search-based exposure: You’re found through keywords, not followers.
- High purchase intent: Users actively plan purchases.
- SEO-friendly: Pinterest content is indexed by Google.
- Low competition: Still relatively untapped compared to Instagram or Facebook.
Setting Up for Success
Before you start pinning, follow these setup steps:
- Create a business account to access analytics and ads.
- Claim your website for verified branding.
- Install the Pinterest Tag for conversion tracking.
- Activate Rich Pins to enhance product data and engagement.
Content Strategy for Pinterest
Content should be visual, vertical (2:3 ratio), and keyword-optimized. Great tools include Canva and Tailwind. Focus on:
- How-to guides and step-by-step visuals
- Product showcases and lifestyle shots
- Infographics and checklists
- Templates, planners, or free downloads
- Seasonal content and trends (plan 3 months ahead)
How to Use Boards Strategically
Create thematic boards based on topics your audience cares about. Use clear, keyword-rich titles and descriptions. Maintain a mix of original content and curated Pins from others. A good rule: 80% own content, 20% external repins.
Pinterest SEO Tips
Because Pinterest acts like a search engine, SEO is crucial. Here’s how to optimize:
- Use keyword tools like Pinterest Trends or Google Keyword Planner.
- Include keywords in Pin titles, descriptions, image alt text, and board names.
- Repeat your main keyword naturally 2–3 times in long descriptions.
- Include hashtags, but focus more on keyword relevance and user intent.
Pinterest Analytics: Measuring Success
Track what’s working through Pinterest Analytics. Important KPIs include:
- Impressions: How often your Pins appear in feeds and searches
- Saves: How many people saved your Pins to their boards
- Outbound clicks: Visits to your site from Pinterest
- Conversion insights: Purchases or leads tracked via the Pinterest Tag
Use these insights to refine your Pin formats, timing, and board organization.
Pinterest Ads: Worth It?
Pinterest Ads allow you to promote Pins to a targeted audience based on interests, search behavior, location, and more. Ad formats include:
- Standard (single image) Pins
- Carousel Pins (multiple images)
- Video Pins
- Shopping Pins (integrated with your product feed)
With low entry costs (from $5/day), Pinterest Ads can be a cost-effective way to scale visibility and conversions.
Tips for Growing Your Reach
- Pin consistently (3–5 Pins per day is ideal)
- Repurpose blog or product content into multiple Pins
- Use keyword tools to optimize Pin titles and descriptions
- Use Tailwind for smart scheduling and performance tracking
- Pin seasonal content 30–90 days in advance
Example Content Calendar (1 Month)
Week 1: Pin product highlights and tutorials
Week 2: Share user-generated content or customer reviews
Week 3: Publish blog post graphics or lead magnets
Week 4: Focus on seasonal content or trend-based ideas
Maintain variety and balance across boards. Use templates to streamline creation.
Pinterest for Lead Generation
Don’t just use Pinterest for e-commerce. Lead generation is powerful here too. Offer:
- Free downloads (ebooks, checklists, templates)
- Email courses or webinar registrations
- Quizzes and interactive Pins
Use Pins with strong CTAs and direct them to high-converting landing pages.
Pinterest + Shopify: Shopping Integration
If you have a Shopify store, you can integrate your product catalog directly into Pinterest. This enables Shopping Pins that include price, stock, and a direct link to buy — turning inspiration into conversion in one click.
Common Mistakes to Avoid
- Only repurposing Instagram content (wrong formats)
- Ignoring keyword optimization
- Using random board names
- Skipping analytics and not tracking what works
- Not claiming your website or using Rich Pins
- Inconsistent pinning schedule
Final Thoughts
Pinterest is more than a source of inspiration — it’s a powerful marketing channel with lasting impact. If your brand thrives on visual storytelling and targets a search-driven audience, Pinterest deserves a solid spot in your marketing mix. With a smart setup, optimized Pins, and a clear strategy, you can turn Pinterest into a long-term growth engine that delivers traffic, leads, and sales for months or even years.
