Using Pinterest for Business to Drive Growth
Learn how to grow your brand with Pinterest by optimizing profiles, using keywords, creating engaging pins, and leveraging rich pins for ROI.
Using Pinterest for Business to Drive Growth
Pinterest is more than just a visual discovery platform — it’s one of the most underrated marketing engines for businesses to increase brand awareness, website traffic, and conversions. With over 450 million active users, Pinterest offers brands a highly visual way to inspire action and connect with potential customers. In this comprehensive guide, you’ll learn proven strategies, from profile optimization to analytics, to maximize the potential of Pinterest for business and convert pins into steady profits.
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Set Up a Free Pinterest Business Account
To unlock business-focused tools such as analytics, ad campaigns, and Rich Pins, you’ll need to register for a free Pinterest Business account.
Steps:
- Visit business.pinterest.com.
- Click Join as a business.
- Fill in your business name, email, password, and website URL.
- Select your business category (retail, service provider, blogger, etc.).
- Confirm your email address to complete setup.
Tip: Already have a personal account? You can convert it to a business profile to retain followers and pins while gaining access to business tools.
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Optimize Your Profile with Branding and Keywords
Your profile acts as your brand’s storefront on Pinterest. Make it identifiable and keyword-rich so it appears in relevant searches.
- Profile Image: Use your company logo or a professional headshot.
- Display Name: Include brand name and a primary keyword (e.g., “Luxe Interiors | Home Décor Inspiration”).
- About Section: Write a 2–3 sentence description that naturally incorporates main keywords.
- Website Claiming: Claim your domain to access detailed analytics and boost pin distribution.
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Research and Use High-Value Keywords Strategically
Since Pinterest functions like a visual search engine, keyword optimization is essential for discoverability.
How to Find Keywords:
- Use Pinterest’s search bar suggestions.
- Explore “Trends” inside Pinterest Analytics.
- Review competitor boards for recurring keywords.
Where to Use Keywords:
- In board titles (e.g., “Organic Skincare Tips” vs. “My Wellness Board”).
- In board descriptions with 2–3 keyword phrases.
- Within pin descriptions, using relevant hashtags for extended reach.
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Design Eye-Catching Pins with Consistent Brand Style
Visual appeal is central to Pinterest success. Strong, consistent design builds instant brand recognition.
Best Practices:
- Use vertical images with a 2:3 aspect ratio (e.g., 1000×1500px).
- Place your logo subtly in a corner.
- Maintain fonts and colors aligned with your style guide.
- Add text overlays to capture value quickly (e.g., “20 Easy Dinner Recipes”).
Recommended Tools: Canva, Adobe Express, or Photoshop for professional templates.
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Leverage Rich Pins for More Engagement
Rich Pins automatically pull extra metadata from your website, making pins more informative and dynamic.
Types of Rich Pins:
- Product Pins: Include price, stock, and where to purchase.
- Article Pins: Show headline, author, and a summary of your content.
- Recipe Pins: Feature ingredients, cooking times, and ratings.
Setup: Install meta tags on your site, then validate via Pinterest’s Rich Pin Validator.
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Create a Strategic Pinning Schedule (Seasonal Planning Included)
Consistency is key. Rather than posting in bulk once a week, distribute content steadily.
Scheduling Tips:
- Aim for 10–15 pins daily.
- Mix your original content with curated third-party content.
- Use tools like Tailwind to automate posting.
- Prepare seasonal pins 45 days ahead (e.g., launch Valentine’s content in late December).
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Expand Reach via Group Boards and Tailwind Tribes
Group boards and Tailwind Communities allow you to reach larger, targeted audiences quickly.
Advantages:
- Exposure to new potential followers.
- Higher chance of repins from active members.
- Credibility from collaborating with influencers in your niche.
Tip: Join only high-quality, active boards relevant to your audience.
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Harness Pinterest Analytics to Refine Your Strategy
Pinterest Analytics provides data to identify what drives engagement and conversions.
| Metric | What It Means | Why It Matters |
|---|---|---|
| Impressions | Times your pins were viewed | Tracks brand visibility |
| Saves | How often users saved your pin | Indicates content relevance |
| Clicks | Clicks through to your site | Measures direct traffic |
| Engagement Rate | Engagements divided by impressions | Shows content effectiveness |
Regularly review results and replicate high-performing strategies or designs.
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Experiment with Promoted Pins for Paid Growth
Pinterest Ads, also called Promoted Pins, can help you target qualified audiences.
How to Launch:
- Pick a campaign objective (traffic, conversions, awareness).
- Define audience by demographics, keywords, and interests.
- Set a budget and campaign duration.
- Monitor KPIs and optimize ad creatives accordingly.
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Apply A/B Testing to Improve Pin Performance
Small creative changes can dramatically improve metrics.
Test Variables:
- Different titles and overlays.
- Contrasting color palettes.
- Alternative placements for calls-to-action.
Example: Test a bold red background versus a soft pastel for the same pin to see which generates more clicks.
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Cross-Promote Your Pinterest Content
Amplify your pin visibility with other platforms.
- Embed pins in blog posts.
- Share via Instagram Stories with links.
- Post pins to Facebook or LinkedIn.
- Add a Pinterest follow widget to your website sidebar.
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Update and Refresh Old Pins for Renewed Exposure
Refreshing content can spark renewed interest and signal activity to Pinterest’s algorithm.
How to Refresh:
- Change pin imagery while retaining the same URL.
- Update titles/descriptions with current trending keywords.
- Repin to active boards.
- Revive seasonal pins yearly.
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Summary & Next Steps
Successfully using Pinterest for business blends creative branding with analytical optimization. By setting up a professional account, designing consistent pins, scheduling strategically, and using analytics to fine-tune your approach, you can attract high-quality traffic and customers.
Start applying these steps today, track your progress, and watch as Pinterest becomes an always-on marketing channel for your business growth. Ready to grow? Begin by auditing your current profile and creating your first optimized pin now.
