Pinterest for business marketing

The  digital marketing landscape is evolving and businesses are constantly looking for platforms that can drive traffic, build brand awareness and increase sales. Pinterest, often underestimated, is a powerful visual discovery engine that offers all these benefits and more  especially for businesses with highly visual products or services. With over 450 million monthly active users, Pinterest provides fertile ground for content marketers, eCommerce brands and service-based businesses alike.

What is Pinterest?

Pinterest is a visual search and discovery platform where users (called Pinners) save and share ideas through Pins ( visual bookmarks that link to websites, product pages or blogs). Unlike social media platforms that focus on real-time updates, Pinterest is designed for inspiration and long-term discovery.

Users come to Pinterest to plan future activities  such as decorating a home, planning a wedding or trying new recipes .  which means their mindset is geared toward action. For businesses, this translates into high commercial intent and an opportunity to connect with customers earlier in the decision-making process.

Why Pinterest is valuable for businesses

1. High Intent Audience

People on Pinterest are planners. Whether they’re building a vision board for a new home or gathering outfit ideas, they are in a discovery mindset ready to engage and often ready to buy. According to Pinterest, 83% of users have made a purchase based on content they saw from brands on the platform.

2. Longevity of Content

Unlike platforms like Instagram or Twitter, where posts quickly fade, Pinterest Pins can resurface months or even years after they were published. A single well-optimized Pin can drive ongoing traffic and conversions long after it’s posted.

3. Search Engine Benefits

Pinterest functions like a visual search engine, not just a social network. It uses keywords, descriptions, and hashtags to rank content, making Pinterest SEO a key part of success. Optimizing Pins and boards with the right keywords can drive visibility both on Pinterest and in Google search.

4. Referral Traffic Powerhouse

Pinterest consistently ranks among the top platforms for driving referral traffic. If your goal is to bring users to your website or eCommerce store, Pinterest is a traffic goldmine  especially when compared to platforms with limited organic reach.

How to set up pinterest for business

To make the most of Pinterest as a business, you need to go beyond a personal account. Follow these steps to get started:

1. Create a Pinterest Business Account

A business account unlocks Pinterest Analytics, Ad Manager and Rich Pins. You can convert a personal account or sign up directly at business.pinterest.com.

2. Claim Your Website

Verifying your website connects your site’s content to your profile and allows Pinterest to show you performance data. This also gives your Pins a trust signal, improving visibility.

3. Enable Rich Pins

Rich Pins display extra metadata automatically  including pricing, product availability or article headlines. There are four types: product, article, recipe and app. Rich Pins make your content more engaging and informative.

Creating a Pinterest Marketing Strategy

Pinterest success doesn’t happen by accident. A well-structured strategy includes content creation, SEO, branding and promotion.

1. Know Your Audience

Research what your target audience is searching for. Pinterest Trends and the search bar itself can show you popular queries in your niche. Understanding seasonal trends and user intent can help you align your content accordingly.

2. Create Visually Appealing Pins

Pinterest is a visual-first platform. Your Pins should:

• Be vertically oriented (ideally 1000 x 1500 pixels)
• Include high-quality images or graphics
• Feature clear, readable text overlays
• Reflect your brand style and colors
  Tools like Canva can help you design professional-looking Pins even without graphic design skills.

3. Optimize for Pinterest SEO

Treat Pinterest like a search engine. Use relevant keywords in:

• Pin titles
• Pin descriptions
• Board names and descriptions
• Your profile bio

Use long-tail keywords to match specific user intent. For example, “minimalist bedroom decor” is more specific than just “bedroom ideas.”

4. Organize Your Boards

Create boards that reflect different categories of your content or products. Make sure each board has a clear, keyword-rich title and description. Boards help Pinterest understand your niche and improve your profile’s overall SEO.

Pinterest content best practices

To succeed on Pinterest, consistency and creativity are essential. Here are a few best practices to follow:

1. Pin Consistently

The Pinterest algorithm favors regular activity. Use scheduling tools like Tailwind to publish Pins at optimal times throughout the week.

2. Use a Content Calendar

Plan your Pins at least 30-45 days in advance, especially for seasonal content. Pinterest users tend to plan early — for example, holiday content should go live by October.

3. Repurpose Existing Content

Turn blog posts, product pages or YouTube videos into multiple Pins. You can design several Pin images for the same URL to test what visuals and formats work best.

4. Engage with Your Audience

Although Pinterest isn’t as community-driven as other platforms, engagement still matters. Respond to comments on your Pins and follow accounts in your niche to stay updated.

Advertising on Pinterest

Pinterest Ads (called Promoted Pins) allow businesses to reach a wider audience with targeted campaigns. You can promote:

• Standard Pins (for traffic or awareness)
• Carousel Pins (multiple images in one ad)
• Shopping Pins (for product catalogs)
• Video Pins (for storytelling)

Pinterest Ads are cost-effective and work especially well for eCommerce, with targeting options like interests, keywords, demographics and even act-alike audiences (similar to Facebook’s lookalike audiences).

Tracking performance with pinterest analytics

Pinterest Analytics gives insights into how your content performs. Key metrics include:

• Impressions: How often your Pins are seen
• Saves: How often users save your Pins to their boards
• Outbound Clicks: How often users click through to your website
• Engagement Rate: Interactions vs impressions

Use this data to refine your strategy, double down on what’s working and improve underperforming content.

Who should use pinterest for business?

Pinterest is an ideal platform for businesses in visually driven industries such as:

• Fashion & Apparel
• Home Decor & Interior Design
• Health & Fitness
• Beauty & Skincare
• Food & Beverage
• DIY & Crafts
• Travel & Lifestyle
• Weddings & Events

That said, service-based and B2B brands can also benefit by sharing educational content, infographics and lead magnets.

Pinterest is much more than a platform for personal inspiration. It’s a strategic marketing tool that helps businesses reach a high-intent, discovery-focused audience. If your brand has content or products that photograph well or if you offer value through educational, aspirational or how-to content, Pinterest could be one of your most powerful marketing channels.

By combining SEO, stunning visuals and consistency, you can use Pinterest to increase your brand visibility, drive website traffic and ultimately boost your bottom line.

Author: Moureen Koech

Moureen Koech is a passionate Digital Journalist, an adept Agribusiness Writer with a keen eye for news and an impactful story-teller,whose stories provide key value to Agripreneurs and stakeholders in the Agricultural sector