Facebook, Twitter, and LinkedIn have long been known as the social media marketing haven for small businesses of all shapes and sizes. However, there is one social media outlet that has gotten little attention for its ability to attract targeted visitors to a small business’s site. Pinterest.

One of the main reasons small businesses ignore Pinterest is because of its primary audience is 68% women between the ages of 25 & 54. Therefore, businesses that do not provide a service catering to this particular demographic don’t put their resources on this platform. However, it is time to reconsider that view.

The remainder of Pinterest’s audience is men. 40% of new users are men and are neglected by small businesses across the globe. However, this is good news for any small business who is looking for more online channels to increase brand awareness. This includes bringing more leads into their funnel as the platform is not as saturated as the larger platforms mentioned previously.


Why Pinterest Is Right For Small Businesses

Pinterest is the second most popular social media platform when it comes to influencing buyers. Only Facebook outranks Pinterest regarding the influencing of a buyer’s decision-making process. This makes perfect sense as Pinterest users go on the platform to get inspired and items they want to buy.

The following list breaks down the numbers:

  1. Two-thirds of “Pinners” have discovered new products on Pinterest.
  2. 93% of “Pinners” use Pinterest to plan their purchases.
  3. 50% of “Pinners” purchased after viewing a Promoted Pin on the platform.


Get Your Pins Noticed

Once you have set up your account and have chosen which products you wish to promote, the next step is to market your brand. In this case, this includes your board and the pins within them.

There are two ways to do this, Organic Pins and Promoted Pins. Organic just means “free”, while promoted constitutes as “paid”.

Let’s take a look at how to get your pins recognized for free first.


Images & Accessibility

The free method may take more time than using the promoted version. However, it is entirely worth it when considering long-term traffic.

Here are the steps:

  1. Choose the right image sizes: Use highly-visual images that are unique and that separate you and your brand from the rest. An excellent way to do this is to take pictures yourself and not ones found online. Additionally, you can hire someone to take pictures for you.
  2. Pins that are taller than they are wide have been proven to get more engagement than pins that are the same height and width. However, the pins should not be too long. This is because it is very inconvenient for users to keep scrolling down to see the entire picture.
  3. Branding your image is a highly-recommended practice advocated by Pinterest as well. Associating a name or logo with a highly-memorable image is a marketing method that has continued to provide brand awareness to many companies.
  4. Add text overlays to your image. Unlike Facebook, there is no limit to the amount of text you can overlay over your pinned image. Adding text to images can be great for getting your message across to viewers faster.
  5. Use lists from time to time. Lists or “listicles” have been a popular visual marketing technique for the past couple of years. They tend to stand out more than simple images and have been shown to increase engagement.
  6. Even though Pinterest is primarily a visual platform, it is still important to make your content accessible to Pinners who may have visual impairment. Some of the ways to do this include adding context in your description. Use typography that stands out from your images, and contrasting colors to make certain parts of your image stand out clearly.


Promoted Pins

Pinterest’s paid platform is relatively new, becoming available to the public only last year (2017). It functions on a bidding system much like Facebook and Twitter. A company, brand, small business, or individual pay to promote one of their pins to their target audience. To run a Promoted Pin, you must sign up for a Pinterest business account.

Some of the main features of the Pinterest paid platform include the following:

  1. Custom Targeting: You can target from a current email list or people who have visited your site (retargeting).
  2. Interests: Choosing an audience by interests enhances your ability to target audiences that have similar likes to your brand and its products or services.
  3. Keywords: One of the most essential targeting features on Pinterest are keywords. Choosing relevant keywords ensures that people searching for them will view your pins. What is nice about Pinterest’s keyword targeting option is that they automatically suggest keywords based on the pin you chose.
  4. Specifics: With Pinterest Promoted Pins, you target specific locations, devices, languages, and gender.
  5. Campaign Specifics: Pinterest allows you to enter your desired maximum bid for a click to your site or engagement with your pin. What is more, you will be able to choose the start and end date of the campaign and the daily budget as well.


Ways You Can Use Pinterest To Promote Your Business

Pinterest is a great promotional channel with both free and paid reach capabilities. Now, we will dive into three ways in which you can use the platform to promote your small business.

  1. Promote Products: One great way to make your product stand out is to feature a pin with a happy customer using one of your products.
  2. Drive Traffic To Site: Build brand awareness. One of the best ways to do this is to feature your blog posts in eye-catching ways through your pins and on your boards. Be sure to use photos, graphics, or videos on your blog so that your pins will attract attention.
  3. Conduct Research: Use Pinterest to conduct market research. Once you know who is liking your pins, you can check out their profile and get details as to who they are, where they are from, and their interests. This is an efficient way to learn more about your potential customers. Also, conduct research targets audiences to figure out what content, products, and services to provide them with.



Pinterest is a great channel to add to any small businesses’ marketing strategy. It is not impossible to bring over 100,000 targeted visitors to your site with free methods alone using this platform. Now, with Pinterest’s new paid features, that number can become a reality sooner than later.

The only thing to remember is to follow some basic guidelines when using Pinterest for your marketing campaigns. These include using simple keywords, clear descriptions, and stunning images.

As a small business, you should not solely focus on Pinterest for your main source of traffic. Use it as part of a cross-promotional strategy to bring in more visitors, leads, and conversions.

Senior Marketing Analyst
With over 4 years of digital marketing experience Summer has a wide aray of talents which she utilizes on a daily basis in order to help educate clients on all facets of digital marketing. In her free time Summer enjoys hiking, cooking, and surfing. At work she really enjoys annoying her boss, and her favorite season is Summer.