8 Awesome Pinterest Marketing Tips for Small Businesses

You have a website, hopefully it is also sustainable, but you have found that traditional marketing is too costly. Maybe you have found social media to be too intimidating and or too time consuming. What should you do? Well, what is there was platform where your ideal customers were already searching for inspiration, ideas, and solutions – a place where people are trying to discover businesses like yours. That platform is Pinterest.

This is the first in what is hoped to be a series on various aspects of social media platforms that you can use to promote your website. This first post covers how the Pinterest platform can help your small business.

Pinterest is a visual search engine that has 445 million active users where people go to get visual inspiration. Ranging from dream weddings to DIY projects, to deicious recipes, and more, visitors are looking for inspiration and solutions.

Basically, Pinterest is a visual storefront where you can beautifully display your product and/or services. You can also engage with your audience and guide them to your website. By using the power of captivating visual content, your business can shine.

Read on to find out more about this interesting social media and how to use it for your business.

Before you start using Pinterest and just place Pins here, there, and everywhere, you need to understand the Pinterest landscape. By knowing your audience, you can have a secret weapon by knowing how to tailor your content, speak their language, and ultimately win their hearts.

Most of the users of “pinners” on Pinterest are women. So if your product or niche is women centered or of interest to women this is where to find a lot of them. Below are examples of “pinners” you will find on Pinterest.

• She’s a Planner: Pinterest is a haven for those who love to organize, dream, and curate their ideal lives. This pinner likes mood boards, wish lists, and loads of inspiration. This audience likes to plan everything from weekly meals to their next big vacation.
• She’s a Visual Creature: People go to Pinterest to see the ample amount of visual content. This content has stunning photography, compelling graphics, and engaging graphics.
• She’s ready to Shop: A lot of users on Pinterest are serious about spending and are actively searching for products and services to bring their visions to life. About 83% of weekly pinners have made a purchase based on content they saw on the platform.

In order to use Pinterest effectively, you need to craft and produce content that resonates with pinners. Generally, there is a three step process in a pinners journey.

• Discovery: Pinners begin by browsing their home feed, exploring search results, or delving into specific boards. They are looking for inspiration and ideas related to their interests, be they personal or business.
• Consideration: Once something catches their eye, they will click through to learn more. These pins could include a blog post, product page, or even another Pin with more details.
• Decision: After gathering information and weighing the options, users are ready to take action. The actions may involve making a purchase, signing up for a newsletter, or visiting your website.

The realm of Pinterest is vast. It is crucial, like most things on the internet, to drill down to a specific niche. For instance, are you targeting moms looking for quick and healthy recipes? DIY enthusiasts eager to tackle home improvement projects? Brides-to-be planning their dream weddings?

By understanding your niche, you can create content that calls out to their needs and aspirations. Very similar to writing blog posts, it means using relevant keywords, tailoring your visuals to their aesthetic preferences, and addressing their specific pain points.

Your profile on Pinterest is your digital storefront, similar to the hero section on your website. It is your opportunity at making a great first impression and your chance to make a lasting impact. Think of it as your brand’s home base on Pinterest, where potential customers come to explore who you are and what you have to offer.

Below are some ways to build a profile that converts.

If you are just starting out or already have a personal account, you will want to swtich to a business account in to access more features. A business account is free and gives you a new world of marketing opportunities. The following goes through the steps to sign up.

• How to Sign Up: Go to business.pinterest.com and follow the steps to create your account.
• Claim Your Website: This step verifies your business and adds a “website” tag to your profile, boosting credibility, and driving traffic.
• Enable Rich Pins: Rich Pins are “super Pins,” which provide extra details and context about products and content as compared to other Pins. These “super Pins” are in various formats such as products, articles, recipes, or apps). With the extra details, these Pins are more informative and engaging.

Below are some ways to turn your profile into a conversion machine for your business.

• Profile Picture: Choose a high-quality image that best represents your brand. This could be a logo, a product shot, or even a professional headshot, if you are the face of your business.
• Compelling Bio: Your bio is your elevator pitch. It is best to keep it concise, engaging, and rich in keywords. Be sure to highlight your unique selling points and what you have to offer to your audience.
• Relevant Categories: By selecting the right categories, you can make sure your profile appears in relevant search results and reaches the right audience.
• Website Link: Do not forget to include a clear link to your website. Make it easy for users to explore and take action.
• Call to Action: Encourage users to follow you, visit your website, or shop your products with a clear call to action in your bio.

Make sure that your business presentaton is consistent with your brand elsewhere. Use the same colors, fonts, and imagery that you use on your website and other social media platforms. This creates a cohesive brand experience and reinforces your brand identity.

Pinterest boards are curated collections that tell a story about your brand and what you have to offer. Boards can be created around specific themes, products, or topics relevant to your niche. Be sure to use eye-catching cover images and write clear, keyword-rich descriptions for each board.

What good is going through the process of making a Pin if it does not grab attention or drive engagement? Following are some key elements to consider in Pin making.

• Visual Appeal Aspects:
  • Use High-Quality Images: It has been said before in this post, but you need to use clear, crisp, and visually appealing images that are relevant to your content. Remember, Pinterest is first and foremost a visual search engine. Avoid blurry or pixelated photos.
  • Color Palette: Choose colors that are eye-catching and complement your brand aesthetic. Consider using contrasting colors to make your text stand out.
  • Composition: Pay attention to the composition of your Pin. Use negative space effectively and ensure that the most important elements are positioned prominently.
  • Text Overlays: Add clear and concise text overlays to your Pins. Use a large, easy-to-read font and avoid using too much text.
  • Branding: Incorporate brand elements, such as your logo and colors, into your Pins to create a consistent and recognizable visual identity.
• Pin Formats:
  • Standard Pins: These are the most common type of Pin and are ideal for showcasing images, infographics, and blog posts.
  • Video Pins: Video Pins are a great way to capture attention and tell a story. Keep your videos short and interesting, and use high-quality visuals, similar to your images.
  • Idea Pins: Idea Pins are a fairly new format that allow you to share multi-page content with video, images, and text.
  • Product Pins: Product Pins are ideal for showcasing products and linking them to your website. Include high-quality product images, clear descriptions, and pricing information.
• Pin Design Best Practices:
  • Use a Vertical Format: Vertical Pins take up more space in a Pinterest feed and are more likely to be seen.
  • Keep your Pins Tall: Aim for a height of at least 600 pixels.
  • Use a Strong Call to Action: Tell users what you want to them to do, whether it’s visiting your website, reading your blog post, or following you on Pinterest.
  • Optimize your Pins for Search: Use relevant keywords in Pin titles, descriptions, and hashtags.
  • Promote your Pins: Share your Pins on other social media platforms and submit them to relevant group boards.

Once you have created a Pin, you then need to make sure that it can be discovered by your target audience. Unlike Google, which is a text based search, Pinterest is a visual search engine, as stated previously. As such users type in keywords or search terms to find inspiration, ideas, and solutions to their problems. When you optimize your Pins for being searched, that is make them stand out from the crowd, you can increase their visibility, drive traffic to your website, and achieve your marketing goals.

While on Pinterest, you will still use textual keywords, and you will use visual keywords as well. For instance, ask yourself, what are people searching for visually? What kind of images are associated with your niche? The following posits some ways to uncover visual search keywords.

• Pinterest Search Bar: Start by typing relevant terms into the Pinterest search bar. Make note of the suggested keywords and phrases that appear.
• Pinterest Trends: Explore the Trends tool to discover what’s hot or not, and trending in your industry.
• Competitor Analysis: Take a peek at what your competitors are pinning and what keywords they are using.
• Keyword Research Tools: Utilize keyword research tools like Ahrefs or SEMrush to identify high-volume, low-competition keywords.

The titles and descriptions not only tell your audience what the Pin is about, but also Pinterest itself. Here is how to have the best titles and descriptions:

• Pin Titles: Keep the title concise, clear, and keyword-rich. Aim to have 5-10 words that accurately reflect the content of your pin.
• Pin Descriptions: Go into more detail, providing context and enticing users to click. Weave in relevant keywords naturally, but avoid keyword stuffing. Think of your description in terms of a mini-blog post – informative, engaging, and valuable.

Hashtags help to add to the visibility of your Pins, by increasing the visibility and reaching a wider audience. Use a mix of broad and niche-specific hashtags to maximize your reach. Some guidelines for hashtags include:

• Relevance is Key: Choose hashtags that are directly related to your Pin’s content.
• Don’t Overdo It: Stick to 5-10 relevant hashtags per Pin.
• Mix It Up: Use a combination of popular and less common hashtags.

Below are some other ways to influence your Pin’s visibility.

• High-Quality Images: It has been stated before and will be stated again, Pinterest is a visual platform. Make sure your images stand out and are noticeable.
• Pin Freshness: Pinning consistently and keeping your content fresh signals that your profile is active and relevant.
• Engagement: Encourage engagement by responding to comments, joining group boards, and following other users in your niche.
• Board Organization: Organize your boards with clear titles and descriptions to make it easy for users to find what they are looking for.

Your marketing strategy is your roadmap, guiding your efforts and helping you to reach your destination of more leads. Here are some factors that can help spur your strategy along:

• Content is King: Just like your blog, content is king on Pinterest. Beyond the images, you also want to provide value, spark inspiration in your users, and solve problems for your audience.
  • Have Content Diversity: Do not limit yourself to just product pins. Share a variety of content including:
    • Informative Infographics: Present data and insights in a visually appealing way.
    • Step-by-Step Tutorials: Guide users through a process or DIY project.
    • Blog Post Teasers:Drive traffic to your website with captivating visuals and compelling excerpts.
    • Behind-the-scenes glimpses: Give your audience a peek into your brand’s personality and values.
• Consistency is Key: Just like your blog, posting is a marathon not a sprint or a one off. In order to build a loyal following you need to consistently post content to stay top of mind with your audience. To stay top of mind:
  • Create a Pinning Schedule: Plan out your content in advance and use a scheduling tool like Tailwind to automate your pinning. Better yet plan your Pins with your blog calendar.
  • Pin Regularly: Aim to pin at least once a day, but do not sacrifice quality for quantity.
  • Repin Strategically: Repin your own content and content from others to keep your boards active and engaging.
• Community Engagement: Building Relationships on Pinterest – Try to interact with other users to build relationships, increase your reach, and foster a sense of belonging. For example:
  • Follow Relevant Boards: Follow boards in your niche and engage with the content you find there.
  • Like and Comment on Pins: Show a little appreciation for other’s content and inititate conversations.
  • Join Group Boards: Collaborate with other Pinners by joining group boards and contributing valuable content.
  • Run Contests and Challenges: Bring about interaction and generate excitement with contests and challenges.
• Leverage the Tools that Pinterest Provides
  • Pinterest Analytics: Track your progress, identify what is working, and adjust your strategy accordingly.
  • Pinterest Ads: Reach a wider audience and promote your Pins with targeted advertising campaigns.
  • Pinterest Trends: Stay ahead of the curve by keeping an eye on the latest trends and incorporating them into your content.

Most of this post has been spent on driving interest to your Pins, but ultimately you want to drive visitors to your website. On your website users can learn more, explore your offerings, and become leads and customers. Ways to do this include:

• Use Clear Calls to Action (CTAs):
  • On Your Pins: Include a concise CTA on your Pin image itself, encouraging users to “Visit the website,” “Learn more,” or “Shop Now.”
  • In Pin Descriptions: Reinforce your CTA in the Pin description, providing a brief explanation of what users can expect when they click through.
  • On your Profile: Use your bio to encourage users to visit your website or explore specific offerings.
• Use Link Optimization:
  • Direct Links: Link your Pins directly to the most relevant page on your website. Do not make users hunt for the information they are seeking.
  • Link Shorteners: Use a link shortener like Bitly to create clean and trackable links.
  • Regular Link Checks: Periodically check your links to ensure they are working correctly and leading to the intended pages. Broken links can frustrate users and damage your credibility.
• Use Pinterest Ads:
  • Targeted Campaigns: Reach your ideal audience by targeting your ads based on demographics, interests, and keywords.
  • Promoted Pins: Boost your popular Pins to increase their visibility and reach a wider audience.
  • Budget Control: Set a daily or lifetime budget for your campaigns and track your spending.
  • Performance Tracking: Monitor the performance of your ads and make adjustments to optimize your campaigns.
• Make Sure your Website is the Best it can Be: Once you get your users to your website, you want to make sure that it is presentable and optimized to turn your visitors into leads and customers. What good is the efforts of promotion if your website is not good?

You made your Pins the best they can be and are using the tools, but how exactly do you measure your success. In other words, how do you make a Pinterest report card to reveal what is working, what needs improvement, and how to achieve your goals.

This was mentioned as one of the tools you can use above. Some of the key metrics to track include:

• Impressions: The number of times your Pins were seen, whether in user’s home feeds, search results, or category feeds. Essentially, this metric indicates your content’s reach.
• Engagements: The total number of actions taken on your Pins, including closeups (when users tap to see a Pin in more detail), saves, and clicks. This metric shows how users are interacting with your Pin after seeing it.
• Engagement Rate: The percentage of people who have engaged with your Pin after seeing it. A high engagement rate indicates that your content is resonating with your audience.
• Closeup Rate: The percentage of people who clicked on your Pin to see it in more detail. This is a measure of how effective your Pin is at capturing attention.
• Save Rate: The percentage of people who saved your Pin to one of their boards. Saves to boards indicate that users find your content valuable and want to refer back to it later.
• Click-through Rate (CTR): The percentage of people who clicked your Pin to visit your website. This is a measure of how effectively you are driving traffic.
• Top Pins: Identify your best-performing Pins based on various metrics, such as impressions, save, and clicks. This helps you understand what type of content resonates most with your audience.
• Audience Insights: This metric gives you insights on your audience’s demographics, interests, and behaviors. You can then use this information to tailor your content and target your marketing efforts more effectively.

When y ou use the metrics, you need to have goals established in order to compare how you are doing. For instance, What do you want to achieve with your Pinterest presence? Are you aiming to increase brand awareness, drive website awareness, generate leads, or boost sales?

Make sure your goals are SMART:

• Specific: Clearly define what you want to achieve.
• Measurable: Use metrics to track your progress.
• Achieveable: Set realistic goals you can accomplish.
• Relevant: Make sure your goals align with your overall business objectives.
• Time-bound: Set a time frame for achieving your goals.

Below are some ways to improve your metrics to find the best options to achieve your goals. Besides tracking your numbers, you need to understand your audience and continually refine your approach to maximize your impact.

• Experiment with different Pin formats, visuals, and content types.
• Test different CTAs and link placements.
• Refine your keyword strategy based on search trends and audience insights.
• Adjust your pinning schedule and frequency based on engagement data.

These advanced techniques will help you level up your game with greater success on the platform, driving more traffic, engagement, and conversions. This is a continually evolving platform, so do not be afraid to experiment with new features, and continue refining your approach to achieve lasting success.

• Pinterest Predicts: An annual report that unveils emerging trends and provides valuable insights into what users will be searching for in the coming year.
• Trending Ideas: Explore the “Trending Ideas” section on Pinterest to discover what’s hot in real-time. Incorporate these trends into your Pins to increase their visibility and relevance.
• Seasonal Content: Plan your content around seasonal events and holidays. Create themed boards and Pins to capitalize on increased user interest during holiday times.
• New Features: Keep an eye out for new Pinterest features and experiment with them to enhance your Pins and engage your audience.

This form of promotion involves working with other influencers to reach a wider audience and build credibility. To work with influencers:

• Identify Relevant Influencers: Looks for influencers whose audience aligns with your target market.
• Build a Relationship with the Influencer: Try to contact and work with influencers by commenting on their Pins and sharing their content.
• Collaborative Campaigns: Partner with influencers on sponsored Pins, contests, or giveaways to reach their followers and generate excitement around your brand.
• Disclosure: Be sure to always disclose sponsored content transparently to maintain trust with your audience.

Rich Pins are Pins on steroids that provide more context and information directly on the Pin itself. Some examples of rich Pins are:

• Product Pins: These Pins showcase your products with detailed information, including pricing, availability, and direct links to your website.
• Article Pins: These are Pins for your blog posts that have headlines, author information, and compelling descriptions.
• Recipe Pins: These are Pins to share recipes with ingredients, serving sizes, and make it easy for users to save and recreate your dishes.
• App Pins: These Pins allow users to download your app directly from Pinterest, increasing installs and engagement.

Idea Pins provide an opportunity to share multi-page content, combining video, images, and text to create immersive experiences. Some examples of uses of these Pins are:

• Step-by-Step Tutorials: These Pins guide users through a process or DIY project with a series of visual instructions.
• Product Showcases: These Pins highlight different features and benefits of your products in a dynamic and interactive way.
• Behind-the-Scenes Stories: These Pins give an opportunity to share your brand’s story and connect with your audience on a personal level.
• Creative Inspiration: These Pins can spark creativity with mood boards, style guides, and inspiration collections.

By reading this post you have hopefully learned to optimize your Pins for search, engage with your audience, and drive traffic to your website. To summarize the key points of what we have learned:

• Understand Your Audience: Know who you are talking to, what they are interested in, and how they use Pinterest.
• Create a Stellar Profile: Make a strong first impression with a professional profile that reflects your brand and entices users to learn more.
• Craft Eye-Catching Pins: High-quality visuals are king, along with compelling copy, and clear CTAs to capture attention and drive engagement.
• Optimize your Pins for Search: Pinterest is a visual search engine and as such you should use relevant keywords, hashtags, and descriptions to increase your visibility.
• Engage with the Community: Build relationships with other users, participate in group boards, and foster a sense of belonging.
• Drive Traffic to Your Website: Use clear CTAs, optimized links, and strategic advertising to guide users from Pinterest to your online home.
• Measure Your Success: Track your progress with Pinterest Analytics, analyze data, and refine your strategy to achieve your goals.
• Embrace Advanced Techniques: Stay ahead of the curve by exploring new features, collaborating with influencers, and leveraging Rich Pins and Idea Pins.