Creating a Pinterest marketing strategy can be confusing.
I’ve been there. I know that feeling. You want to grow traffic for your small business via Pinterest, but you’re not sure where to start.
Well, over the last few months, I’ve tried many different strategies to grow my Pinterest traffic and all my experimenting has paid off!
I’ve now passed 10,000 pageviews from Pinterest this month. All thanks to the strategy I’m about to share with you!
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If you’re trying to figure out a Pinterest marketing strategy for your small business, here’s where to start:
Before creating your account, you should take some time to think about the keywords you most want your business to rank for.
For example, if you are a business coach, you might want your business to rank for “business coach”, “start a business”, “grow a business”, “business strategy”, etc.
Think about your ideal client and what they might search for in Pinterest that would lead them to you. Those are your keywords.
A Business Account
Setting up Pinterest marketing strategy starts with optimizing your profile.
If you haven’t already, you need to set up a Pinterest business account for your business. You can convert your personal account into a business account or just start a new account altogether.
I chose to start a new account because my personal account was full of random pins that didn’t pertain to my business and I didn’t have a huge following that I would be losing.
Don’t forget to add a profile description using your business keywords (see above).
After setting up your business account, you need to set up rich pins. There are a few different types of rich pins that you can set up (more info here), but, unless you’re a food blogger, you’ll probably want to go with article rich pins.
Now it’s time to set up your boards. I know it can be tempting to name your boards something cute like “Profesh” or “Mason Jar Joy” (which are both real boards on my personal account), but don’t do it!
The pins that you add to your boards both define your board and are defined by your board, which means you want your board name to include the keywords you’re trying to rank for. Look back at your list of keywords and create new boards using those terms.
Here’s the trick, though. Don’t start saving just any old pin to your boards. The first 50 pins that you add to a board should already be ranked on Pinterest for that board’s keyword.
So, if you have a board called “Online Business Tips”, you should go to the search bar and search for… you guessed it… “Online Business Tips”, and pin from there. That way, you know that Pinterest will see all of these pins ranked for “Online Business Tips” and assume that’s what your board is about.
Now that you have a super-stellar, perfectly-keyworded profile, it’s time to work on your pin game.
As I’m sure you know, all great pins start with click-worthy images. Take the time to make sure your pins are not only attractive, but that they also stand out and make ideal clients want to click them.
Here are some quick tips for click-worthy pins:
- Keep it simple
- Use noticeable colors
- Use big fonts
- Use interesting photos
Try to create your own pin style and stick with it. People will remember what your pins look like and will gravitate towards them if they see them over and over again.
With that being said, though, if your pin style isn’t resulting in clicks, you may want to try switching it up a little.
In case you’re not sure where to start, I use the free version of Canva to create all of my Pinterest graphics.
When creating pins, you MUST put a description. I know it’s not required and I know it takes time, but it is crucial to ranking well.
I skipped this step for so long because I thought it didn’t matter. Let me tell you, it matters. My traffic skyrocketed when I started adding descriptions.
For each pin, think about the keywords you want that specific pin to rank for. Think about what your post and/or page is about and tie in your main business keywords, as well.
For example, if you run a shop that sells mugs, “mug” is probably one of your business keywords. But for a specific pin, you’ll want your keyword to be specific, like “pink mug with inspirational quote”.
Try to write out a description using those specific keywords in a way that sounds natural.
Optimal Pinning Frequency
In my mind, this is where the real strategy comes in. A good Pinterest marketing strategy relies on understanding timing and ratios – how many pins per day, what time they’re pinned, and how many to pin of yours vs. others. Here’s what I’ve found works for me:
At Least 15 Pins a Day
The minimum number of pins you should be pinning each day is 15. But more is (almost) always better.
If you’re just starting out, I would aim for 15 a day. However, if you have an established blog or business and you’ve been using Pinterest for a while, you can aim for as many as 30 pins each day.
The point that it becomes too much is when you’re pinning so much that you’re not properly spreading out your pins. Don’t pin the same pin more than twice in a day and try to wait a couple weeks before pinning it to the same board.
Pinterest loves active pinners, but they will flag your account if they think your pinning is spammy.
Timing Your Pins
For me, there’s only one rule about pin timing – spread out your pins over the course of the day.
Followers – Your followers may only see your pin right when you pin it, so if you only pin at a set time, you may be pinning when your followers are not on Pinterest and they’ll never see your content.
Pinterest – Pinterest wants to see you engaging with the platform like a normal user. Being active multiple times a day, instead of spamming multiple boards all at once, will drastically help your reach.
I know it can be difficult to pin throughout the day, especially if you still work a 9 to 5. That’s why I always recommend Tailwind for small business owners who are trying to grow their traffic through Pinterest. It’s also why it’s the ONLY paid product I use for my business.
Tailwind will allow you to schedule pins throughout the day ahead of time, so you’ll only need to spend about an hour a week planning out your pins and then you’re good to go. It’s been a lifesaver for me!
Some of Your Own, Some of Others’
This is probably the number one question people have about Pinterest strategy: How many of my own pins should I be pinning and how many of others’ pins should I be pinning?
I’m here to tell you, no one really knows. When it comes to the yours-to-others ratio, it’s a big guessing game.
However, in general, you want to be pinning enough of others’ content for Pinterest to feel like you’re genuinely using the platform and enough of your own content for it to get seen.
Most people say 70/30, meaning 7 of your pins for every 3 of others’.
If you don’t have enough pins created yet to do this well, you can start at a lower ratio and work your way up. Just remember to keep your pins spread out and you’ll be fine.
One Last Note
Figuring out Pinterest is never easy. As someone called it recently, Pinterest is a “beautiful mystery”. But with the right strategy, you can make Pinterest work for you and your business.