Should I Use Pinterest as Part of My Marketing Strategy?

Pinterest is often regarded as the underdog in social media marketing, especially when compared to platforms like Instagram and Facebook. However, it’s time to rethink this perspective. Pinterest offers unique opportunities for businesses to engage with a highly targetted audience.

But the question remains: Should you incorporate Pinterest into your marketing strategy?

What is Pinterest and how does it work?

Pinterest is a visual discovery platform where users find, share and save ideas, ranging from fashion to DIY projects, recipes and more. Unlike other social networks, Pinterest acts more like a virtual mood board. When users search for specific keywords, they are presented with “pins”, which are images linked to articles, products or websites.

Each pin has the potential to drive traffic and given Pinterest’s algorithm, your content can stay relevant for a long time, meaning the value of your pins doesn’t disappear overnight, like on many other platforms.

Why Pinterest could be a game-changer for your business

1. Pinterest is a search engine, not just a social media platform

While Pinterest is often grouped with social networks, it functions more like a search engine. In fact, it’s the 14th largest search engine in the world. This means that people use Pinterest to search for inspiration, ideas and solutions.

Optimising your pins for relevant keywords means your content can be found over time, even months or years after posting. This gives your business the advantage of long-term, sustainable traffic.

2. Targetted audience for visual products

If you have a visually driven business, such as a design studio, fashion line or an online store with home décor, Pinterest can be a goldmine. Around 80 percent of users are female, and many of them are actively seeking new products and ideas to inspire their purchases.

The platform encourages visual exploration, making it ideal for businesses with products that rely on aesthetic appeal. With strategic pinning, you can engage a highly targetted audience who are likely to be interested in what you have to offer.

3. Visual content performs well

On Pinterest, the more engaging and eye-catching your images are, the better your results will be. This is important if your business already invests in high-quality photography or design work. Pinterest rewards visually striking images by showcasing them to a wider audience.

If you create beautiful, shareable content, your pins can quickly go viral, leading to increased visibility and website traffic.

4. Pinning is low maintenance and long term

Pinterest doesn’t require the same level of frequent engagement as platforms like Instagram. While it’s still important to be active, the nature of the platform means that your content can continue to circulate long after you’ve posted it. This is a huge benefit for businesses with limited time or resources to spend on daily social media management.

5. Pinterest drives traffic to your website

The core function of Pinterest is to direct users to external websites. Each pin links back to a product, blog post or landing page. For businesses aiming to increase website traffic or sales, this is invaluable.

When optimised correctly, Pinterest can become a powerful tool for funneling users to your online store, blog or portfolio.

How to make Pinterest work for your business

1. Create high-quality, engaging pins

Your pins should be visually appealing and engaging. Invest in professional photography or design to create pins that stand out. Keep in mind that taller images (2:3 aspect ratio) work best on Pinterest, and adding text overlays to your images can increase engagement.

Make sure your branding is consistent across all pins to build recognition.

2. Optimise your pins for search

Use relevant keywords in your pin descriptions, board titles and even on the image itself. Pinterest uses keyword-based search functionality, so you want your pins to show up when users search for products or services in your niche.

3. Utilise Rich Pins

Rich Pins are a special type of pin that provides more information than a standard pin. They can automatically pull details from your website, such as pricing, availability and descriptions. This can make your content even more appealing to potential customers.

4. Create themed boards

Instead of randomly pinning your products, consider creating boards based around themes or ideas that resonate with your target audience. This can help position your business as an authority on certain topics and attract users who are actively searching for inspiration related to your niche.

5. Pin regularly

Consistency is key. Pin at least once a day to keep your account active and improve the chances of your content being seen. However, don’t just focus on promoting your products. Share inspiration, helpful articles or anything that aligns with your brand’s identity.

6. Monitor your analytics

Pinterest provides detailed analytics that can help you track which pins are performing well and which ones aren’t. Use this data to refine your strategy over time. Pay attention to the type of content that gets the most engagement and tailor future posts to meet the preferences of your audience.

Pinterest marketing for small businesses

Pinterest offers a great opportunity for small businesses that may not have the budget for large advertising campaigns on other platforms. By creating organic, high-quality pins and strategically using keywords, small businesses can reach new audiences without breaking the bank.

If your business relies on visual content, Pinterest is a powerful tool to increase brand visibility, generate website traffic and drive sales.

Conclusion

Should you use Pinterest as part of your marketing strategy? If your business thrives on visual appeal and you want to engage a highly targetted audience looking for inspiration, Pinterest can be an incredibly effective tool. While it may not be right for every type of business, it offers a unique, long-term way to increase brand exposure, drive traffic and ultimately grow your business.