How to Carry Out a Pinterest Marketing Strategy

Sara Martín
28 September, 2021

Did you know that Pinterest has over 200 million active users every month? 

That’s right, Pinterest is a social network that is not far behind, and if you consider that it is interesting for your niche or to publicize your company, this is the guide that will help you design a successful Pinterest marketing strategy.

What is Pinterest for?

Before you jump into the deep end … Are you sure what Pinterest is and what it is for? If your answer is yes, you can continue with the next step, but if you are still not entirely clear about what Pinterest is and what it is for, let me explain it to you.

Pinterest is a social network that was born in 2008 to share images and videos. It is different from Instagram. On this social network, users look for inspiration or ideas for their hobbies, work, and tips for decorating their home…

The social network’s name comes from combining the words: “pin + interest”, that is, pins of interest. This explains why this social platform looks like a giant cork with pushpins.

Each image you upload to Pinterest is called a pin, and it can be accompanied by a link, making it a social network that allows you to bring traffic to your website easily.

If you want to know more about the functionalities of Pinterest and learn the specific terminology they use, I leave you here the complete and updated tutorial:

Pinterest Marketing: step by step

We will review all the steps you have to follow to design a marketing strategy on Pinterest from scratch.

#1 Pinterest Basic Concepts

Don’t worry. You are not the first person who wants to start on Pinterest and is not very sure how it works, so I will give you a brief summary and leave you some guidelines that can help you in case you find yourself in the same situation.

The Pinterest social network works through pins and boards:

  • Pin: the posts you upload to Pinterest. This social network revolves around these types of posts, they can be images or videos, you can download, and you also have the possibility of adding links.
  • Boards: Here is where you can save your Pins. You can save only your content so users can easily find the boards that interest them. Or you can also save mixed content from other accounts by creating boards with all the information you consider relevant and interesting.
  • Feeds: Pinterest has three feeds so you can differentiate what content you want to see.

The first of the feeds is the home, where you can see content based on your likes, your boards, and the people you follow. It is a 100% feed to find inspiration.

The second feed is that of explora. If you use Instagram, it will look familiar, you will see trends and the most popular pins on Pinterest.

And the third feed, but not the least, is the following. This will be familiar if you know TikTok. Here you can see what the people you follow are doing: which pins they post, which ones they save, which boards they create …

  • Search Engine: You can think of Pinterest as a social network or as a search engine for inspirational images and videos. I’m going to give you an example: if you want to find wallpapers on Pinterest, you just have to search for it and you will see pins from many different accounts: illustrators, companies, anonymous users, etc.

So if you want to appear in user searches, be sure to use keywords in your pin captions.

Now that you know a bit about the main concepts, and how the content you upload to Pinterest works, it’s time to start developing your strategy.

#2 Create your Pinterest Profile

First things first, before you get started, you will need to create an account on Pinterest. You can create a business account from scratch or transform a personal profile into a business one.

If you have a Pinterest account for personal use, access the section to create business accounts, check the link here.

You simply have to fill in the details of your company, choose a username, add a profile photo and that’s it.

In the event that you want to use that personal account that you had before and you simply want to convert it into a business account, you can also do it. Enter your Pinterest account, click on the three dots that appear in the upper right corner, and select the option to upgrade to a business account.

Personalize and optimize your profile with the possibilities offered by the social network: profile photo, cover photo, dashboards, etc.

You already have your Pinterest account created! It is a big step.

How do you log in to Pinterest?

#3 Pinterest Content

As I mentioned at the beginning of the article, Pinterest is the social network of inspiration par excellence. Here you can find inspiration for everything you want, and even new ideas from any niche.

In general, the posts have a good design, to attract attention and fit in with the style of the network itself.

So when you think about what content you want to publish, you need to consider the style of the social network and what type of images best fit your account within Pinterest.

Here are some of the top tips for growing on Pinterest with your content:

  • Use high-quality images and videos – make sure you upload pins that look good and take care of the aesthetics. 

Pinterest is like Instagram, visual content is crucial, images have to enter through the eyes of the users, so don’t neglect the quality and aesthetics of your images.

  • Don’t extend with the texts on the pins – keep in mind that most users use Pinterest from their phone and search for images. These pins or images can be linked to articles, landings … so don’t write a long text since users can access more information on the link you add.
  • Write strategic, searchable captions: Pinterest is like an image and video search engine for inspiration. Use keywords in the captions of your images so users can find them quickly. 

#4 Pinterest with Metricool

With a Metricool account you can manage your Pinterest profile: you will save time at work.

It’s the platform you need for your daily tasks, what can you do with Metricool?

  • You can measure your strategy on the social network: impressions, interactions and engagement.
  • Generate reports with the metrics obtained: analysis of all your data in PDF or PPT format.
  • Schedule content on Pinterest through the planner and create autolists so you never leave your boards “empty”.
  • Use Metricool SmartLinks to add a link to your Pinterest bio. A link to a landing page with buttons, images, or videos with multiple links to attract traffic to your different pages.

#5 Analyze your Instagram Marketing Strategy

Like any social media marketing strategy, you have to analyze all the actions you carry out over time.

So when you have been uploading content to Pinterest for about a month, it’s time to analyze it to find out what types of content are working well for you and which ones are not, so you can optimize and improve your content strategy.

In the top menu, go to the analytics section and click on the different options, such as the overview section to understand how your account is working. 

Measure Pinterest Engagement

To measure engagement on Pinterest, you need to know the impressions and number of interactions you get from pin clicks, saves, and outbound clicks.

The formula divides these two data (Interactions/Impressions) and multiples the result by 100. You can do it manually or register with Metricool to keep this information handy.

To use Metricool with Pinterest, you must first connect your account with the platform. Here we show you how to do it.

#6 Pinterest Ads: Run Ad Campaigns

Like on other social networks and search engines, you can create ads to boost the results of your marketing strategy.

So if you are looking to reach more people with your pins, advertising is the best option.

So, tell me, have you started developing your Pinterest Marketing strategy yet?

Sara Martín

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