Pinterest Marketing Management
Get your business in front of more people with a Pinterest strategy designed to drive traffic, build visibility and get your content working harder.
Pinterest can be an incredibly powerful marketing channel, but only if you treat it like a search engine rather than another social media platform you need to post on every day.
As a Pinterest marketing manager, I’ll take care of the strategy, content and ongoing management, so you can stop wondering what on earth you’re supposed to pin and get on with running your business.
Why use Pinterest for marketing?
Pinterest is a little different from most social platforms. People aren’t necessarily there to catch up with their friends or see what everyone else is doing. They’re searching.
They’re looking for ideas, inspiration, products, answers and things to buy. That makes Pinterest particularly useful for businesses with something worth discovering, whether that’s a product, service, blog, guide, resource or beautiful piece of content.
The trick is getting your content in front of the right people at the right moment.
That means understanding what your audience is searching for, creating content around those searches and giving people a reason to click through to your website.
And, unlike a social post that can disappear from someone’s feed within hours, a good Pinterest pin can continue to generate impressions and clicks long after you publish it.
Pinterest marketing management: what do I actually do?
Pinterest marketing is about much more than creating a few pretty graphics and hoping for the best.
I’ll start by looking at your business, your audience and the things you want Pinterest to achieve. From there, I’ll identify relevant search terms and content opportunities, develop a Pinterest strategy and create pins designed around those searches.
Depending on your requirements, Pinterest management can include:
- Pinterest keyword research
- Pinterest SEO
- Pinterest strategy
- Board optimisation
- Pin creation
- Pinterest titles and descriptions
- Content planning
- Creating multiple pins for your best-performing content
- Scheduling and publishing
- Pinterest analytics and performance tracking
- Identifying new content opportunities
- Ongoing strategy development
The aim is to build a Pinterest presence that actually supports your wider marketing strategy, rather than creating another platform for you to maintain.
My Pinterest marketing process:
Never done a website copywriting bootcamp before? That’s not a problem, I can guide you through it. Here’s what you can expect from my side…
1. Find out what your audience is searching for
Before creating anything, we need to know what people are actually looking for.
I’ll research relevant Pinterest keywords and search terms to identify opportunities that make sense for your business. This gives us a starting point for creating content that has a chance of being discovered organically.
2. Turn your existing content into Pinterest content
You probably already have more content than you realise.
Your website, blog, products, guides, services and resources can all become Pinterest content. Rather than constantly trying to come up with something completely new, I’ll identify the content you already have that could be repurposed for Pinterest.
One blog post, for example, could become several different pins targeting slightly different searches.
3. Create pins people actually want to click
Pinterest is a visual platform, but pretty isn’t enough.
Your pins need to communicate an idea quickly, give people a reason to stop scrolling and make it obvious what they’ll find when they click.
I’ll create Pinterest graphics, hooks, titles and descriptions designed around both your audience and the search terms we’re targeting.
4. Publish consistently
Pinterest rewards a long-term approach.
Rather than treating Pinterest like a campaign that needs to produce instant results, I’ll build a consistent stream of useful, searchable content. This gives Pinterest more opportunities to understand your content and gives your pins more opportunities to be discovered.
5. Look at the numbers
Pinterest marketing is a numbers game.
I’ll keep an eye on impressions, clicks, saves and the content that is getting traction, using that information to refine the strategy over time.
The goal isn’t simply to collect Pinterest views. It’s to use Pinterest to get the right people onto your website and closer to becoming customers.
Why work with a freelance Pinterest marketing manager?
You don’t necessarily need a huge social media team to make Pinterest work for your business.
You need someone who understands content, SEO, search intent and how to turn existing content into something people actually want to discover.
I’ve spent more than a decade working in content marketing, SEO and copywriting, which means I’m interested in what happens after someone sees your pin, too.
A Pinterest strategy should ultimately lead somewhere. Whether that’s a blog post, product page, service page, email signup or something else entirely, I’ll think about the whole journey rather than treating Pinterest as an isolated marketing channel.
Frequently Asked Questions
Is Pinterest right for my business?
Pinterest can work particularly well if your business has visual, useful or inspirational content to share.
It can be a great fit for:
- Interior and home businesses
- Ecommerce brands
- Travel businesses
- Food and lifestyle brands
- Creative businesses
- Bloggers and publishers
- Coaches and consultants
- Service-based businesses
- Businesses with strong evergreen content
That doesn’t mean you need to sell physical products or have a traditionally “Pinterest-friendly” business, either. If people are searching for information related to what you do, there may be an opportunity to put your content in front of them.
How long does Pinterest marketing take to get results?
Pinterest is a search engine, so the work we publish today can continue being discovered months or even years from now.
The first few weeks are about giving Pinterest enough useful information to understand your content and figuring out what’s getting traction. Over the following months, we build on what’s working, create more of it and grow the library of content bringing people back to your website.
You might see encouraging numbers early on, but I’d recommend thinking in months rather than weeks. We’re building an organic traffic channel, not chasing a viral post.
Hi, I'm Laura.
I’m a freelance copywriter and content strategist with more than 12 years of experience creating content that helps businesses get found online.
I approach Pinterest from a content marketing and SEO perspective rather than a traditional social media one. That means I’m interested in the search behind the pin, the content behind the click and what happens when someone lands on your website.
