Pinterest Basics for Online Brands Who Want to Reach a Global Audience

Author: Chantell Collins.

Running an online business is an eternal quest to find balance. When it comes to content marketing, the challenge is to not become over-reliant on one platform while avoiding the pitfalls of too many platforms.

At Pin Advertising, we’ve partnered with over 125 brands to create content marketing across almost every platform. During these last 8 years, we’ve seen our organic Pinterest strategies send thousands of visitors to client websites consistently each month.

That’s because, on Pinterest, users discover inspiration through search and personalized recommendations. In fact, 97% of top Pinterest searches are unbranded and Pinterest drives 10x higher branded searches off-platform.

Plus, as one of Pinterest’s superpowers is linkable content, users easily transition from browsers to buyers. This makes Pinterest a popular platform for online businesses that don’t have a big brand name and budget.

Read on to learn the Pinterest basics for online businesses that want to establish a global presence and generate long-term traction.

Why Pinterest for online business?

Far more than just another platform, Pinterest stands out as the only visual search and discovery engine dedicated to sparking inspiration. It’s where 8 out of 10 users come to feel positive so you can feel good knowing your content is contributing to a better internet.

With over 518M monthly active users, Pinterest’s user base is greater than the population of many countries. Its reach stretches across continents, from Europe to Oceania to the Americas, offering global access to small businesses.

People gravitate to Pinterest not to passively scroll but to cultivate personal preferences and passions. Pinterest users are searchers and planners, ready to try new ideas and make conscious purchasing decisions. This positions Pinterest as a popular platform for online brands to connect their transformative offers with those actively seeking them.

5 benefits of Pinterest marketing for online brands

Pinterest provides distinct benefits for businesses looking to scale digital products such as online courses, virtual memberships, paid workshops, and eBooks.

1. Global reach: Go beyond your follower account and connect with a global audience using Pinterest’s expansive search and discovery capabilities.
2. Evergreen traffic: Drive consistent, long-term website visits with evergreen and seasonal content, thanks to Pinterest’s enduring content lifespan.
3. Increased content value: Maximize your marketing budget and reach with multiple Pins per content piece or sales page.
4. Digital product catalogs: Showcase your digital products directly on Pinterest, using their retail catalog features. 
5. Full-funnel strategy: Engage your ideal customers at every stage of their journey on Pinterest, from discovery to action-taking, without relying on paid ads.

As people on Pinterest spend 40% more per month than users on other social platforms, it’s worthwhile considering the benefits of Pinterest marketing for digital products.

Does Pinterest marketing work for service-based brands?

While considered a go-to platform for product-based brands, Pinterest can be a valuable addition to service-based businesses aiming to grow globally. With the right strategy, Pinterest is highly effective in driving website traffic and generating valuable leads.

Quiz marketing is an especially successful tactic on Pinterest. By integrating quizzes into your content strategy, you can attract new audiences and gain valuable insights. These leads can then be nurtured through email campaigns or educational podcasts, deepening customer relationships and increasing conversion rates.

What industries find success on Pinterest?

The essence of Pinterest’s widespread appeal lies in its mission to ‘bring everyone the inspiration to create a life they love’. This philosophy provides a clue for online brands evaluating Pinterest. 

By understanding Pinterest’s objectives and unique user base, online businesses can effectively find their niche. From zero-waste online workshops to personal branding mini-courses, the platform is about helping users transform ideas into offline action.

Pinterest is ideal for connecting with customers who value purpose-driven consumption and meaningful experiences. It’s this spirit of inspiration that makes creative business, personal finance, and lifestyle brands so compatible with Pinterest.

Are Pinterest users searching for your solution?

Use the Pinterest Trends tool to find out whether Pinterest users are seeking content, resources, or digital products like yours.

• Select your region in the top right-hand corner
• Change the trend type to “top yearly trends”
• Adjust the age and gender based on your target market
• Select interest OR add a relevant keyword.

How to get started with Pinterest for business

Your Pinterest journey begins with creating a Pinterest business account, essential for accessing important analytics and account features.

• Visit the Pinterest sign-up page for businesses.
• Enter your email, a secure password, and your age. 
• Click ‘Create Account’.
• Complete the profile-building fields, then click ‘Next’.
• Describe your business in the provided fields, then click ‘Next’.
• Choose where to start or click the ‘x’ icon to access your new account.
• Claim your website by following these instructions.

Once your account is up and running, focus on optimizing your Pinterest profile. Conduct Pinterest keyword research, create a visually cohesive profile, and set up themed boards that reflect your content marketing strategy. This will enhance your brand’s discoverability and impact on Pinterest.

Pinterest content strategy for online business

Pinterest is renowned as a driver of website traffic, due to its unique content-linking features. Each piece of content, called a ‘Pin’, can be linked to a specific URL, whether it’s a web page or an affiliate link, allowing users to easily transition from inspiration to action.

Yet, a common challenge for many online brands on Pinterest is falling into a neverending content creation cycle that doesn’t link to their offers. This can lead to frustration and the question of ‘Why is no one buying?’

That’s why we developed the Inspired Pinterest Funnel to help you connect your content to conversions:

• Inspired discovery: Identify the Pinner’s problem and encourage them with potential solutions.
• Inspired decision-making: Engage Pinners with email opt-ins, catalog collections, and product benefits.
• Inspired action-taking: Empower Pinners to take action with lifestyle images, product reviews, and clear Calls To Action.

By following the Inspired Pinterest Funnel, you can create a content strategy that reaches and resonates with your audience at every stage of their journey.

The best Pinterest content formats for online brands

For online brands beginning their Pinterest journey, we recommend focusing on two content formats – static Pins (2:3 ratio) and video Pins (2:3 or 9:16 ratio). While video Pins are driving increased engagement, a mix of both formats is important for a well-rounded strategy.

You can create multiple Pins for each of your web URLs, whether it’s a blog post, sign-up page, or product sales page. However, be mindful of spacing out their publishing dates to prevent tripping Pinterest’s spam filters.

Additionally, you can repurpose your vertical video content from TikTok and Instagram to Pinterest easily. By uploading these videos without watermarks, you can extend the reach of your content and engage with the Pinterest community more authentically.

Designing scroll-stopping Pinterest Pins can be a daunting task. In my eight years as a Pinterest Marketer, I’ve seen the limitations of DIY designs that don’t follow best practices. At Pin Advertising, we have a specialized Designer to ensure our Pins hit the mark every time.

Don’t worry if you don’t have professional design resources or the time to figure out what works. Our Potent Pinterest Templates, specifically crafted for digital product sellers, offer a shortcut to creating proven, click-worthy Pins in minutes (not hours).

How to grow your audience on Pinterest

On Pinterest, your content’s visibility isn’t dictated by follower count but influenced by user engagement and content relevance. Therefore, you can expand your reach by optimizing your Pins for engagement and search.

Optimizing Pins for Engagement: A high engagement rate tells Pinterest’s algorithm to circulate your Pins more widely, so create designs with text overlay that encourages users to ‘save for later’ or ‘learn more’.

Optimize Pins for Search: Incorporate relevant keywords into your Pin titles, descriptions, and text overlays so that your content shows up when your ideal customers are searching for it.

To simplify this process, grab our Expert AI Prompts for Pin Titles and Descriptions and generate on-brand Pinterest copy with a few clicks.

Your next step to Pinterest marketing success

Pinterest is a pivotal player in any online brand’s strategy to establish a global presence and generate long-term traction. We’ve explored the Pinterest basics with insights on how to get started and grow your audience. As you start your Pinterest journey, you’ll also want to be aware of potential challenges you may face.

5 common Pinterest marketing mistakes to avoid

1. Lack of strategy: Not having a plan for how to connect Pinterest content to conversions.
2. Ineffective copy: Not optimizing Pins, profiles, and boards for maximum discoverability.
3. Wasted links: Linking Pins to external platforms like Instagram, rather than your website.
4. Copy-paste publishing: Failing to tailor content to perform within Pinterest’s unique ecosystem.
5. Content burnout: Blasting every channel on repeat then giving up from exhaustion.

To navigate these challenges, the Impactful Pinterest Marketing Pack provides a five-step pathway to building long-lasting success without draining your energy or funds. 

The accessible alternative to our Start Pinterest Strong package (sold for US$900), the Impactful Pinterest Marketing Pack can help you go from zero experience to establishing a global presence on Pinterest.

Your investment for a confident start on Pinterest

• 1st month: 4 hours to optimize your profile, craft a competitive strategy, and create on-brand content.
• 2nd month and beyond: 2-4 hours per month to grow your Pinterest account organically following our strategies.

Start your Pinterest journey prepared with proven templates, prompts, and planners in the Impactful Pinterest Marketing Pack.