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Market on Pinterest

Use case

Build an audience on Pinterest or use it as an additional distribution channel for your content.

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1. Create a business profile with Rich Pins to automatically sync additional information from your website to your Pins.

Add the core keywords for example coffee shop or sleeveless dresses. Make sure that the profile is organic, while you are creating it for the Pinterest algorithm, you should always keep the users in mind first by keeping it easily legible.

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2. Use Pinterest Trends to spot relevant content opportunities related to established trends.

Seasonal trends uptick earlier than in Google trends, so it’s possible to create content before the competition increases. If the overall search volume of a topic is too low to make a Pinterest trend, check populated search suggestions to get an idea of the Pinterest users’ interests. Some trends start as early as 3-4 months before the actual event, so make sure to start populating your profile with relevant pins in advance.

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3. Create ten boards relevant to your topic and fill the boards with keyword-rich descriptions and create ten Pins (i.e., a bookmark where you exhibit your product or idea) per board. 

  1. Use board names that match search suggestions on Pinterest for example, “personal development” or “inspirational quotes”.
  2. Add relevant pins to those boards, but from time to time, pin from somebody else’s profile. After all, Pinterest is about sharing of ideas.
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4. Use promotional Pins that link directly to products or services’ pages only if it makes sense on Pinterest for example "home decorating products".

Use Pinterest especially for niches such as recipes, travel, fashion, parenting, home decor, DIY fitness, personal development and other related niches. While every market niche can find its “Pinterest angle” some sections are easier. Keep in mind that Pinterest’s audience is composed mostly of females (71%) aged 25 – 54, with a household income of $50k+. While it makes for a great target audience, it requires a special approach.

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5. Join group boards in your niche with a ratio of about 10 saves/repins per 1,000 followers, or higher.

Build your profile before you will start to reach out to group board administrators, so when you do – they can see that you profile is already mature and was not created yesterday. While Pinterest said that is going to lower the importance of the group boards, most of the big profiles still rely on them a lot.

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6. Use a tool like Tailwind to schedule and analyze your profile. 

You want “quality Pins on quality boards” to increase the quality of your profile, which will result in more virality of your Pins. While Pinterest has built-in analytics, Tailwind will show you much more details on how your boards and pins are doing. This will help in your A/B testing.

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7. Create Pins (1000 x 1500 pixels for mobile) with bright colors or notable contrast using picture editors such as Adobe Photoshop, Canva or Picmonkey.

Use copy that is relatable for the title (e.g., “One Tool That Helped Me Pay For My Vacation”). Make sure that the title “pops”. Try different Pins – switching titles, colors, and pictures.

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8. Use your tailored title as the pin’s name and on the Pin itself and add keywords both in text and hashtags to the description.

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9. Find the most clicked, saved, repinned, and shared Pin and promote it on Pinterest.

If a pin is doing particularly well but lacks the impressions, give it a boost with paid promotion In case you are planning a seasonal campaign, create Pins at least two months in advance to let them “settle” in search results.

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10.  Use paid ads to supplement organic traffic.

For the niches which we mentioned, you can get very cheap clicks. That may help you to get your profile from the group. Keep in mind that when using Pinterest ads, you’re getting cheaper but less conversion-focused traffic than other channels.

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Current Playbook:

Market on Pinterest

Mar 14, 2022

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