Pinterest Marketing: Why It Deserves a Seat at Your (Very Strategic) Marketing Table

Let’s get this out of the way: Pinterest is not just for wedding boards, sourdough starters, and home design dreams you can’t afford yet.

If your brand is sleeping on Pinterest marketing, you might be ignoring one of the most quietly powerful platforms in your entire marketing mix. And no, I’m not being dramatic. (Okay, maybe a little. I’m a copywriter. It’s part of the job.)

At Perrill, we spend a lot of time building full-funnel strategies. SEO. GEO. Paid media. Email. Analytics. The whole alphabet soup. 

Here’s the secret: Marketing on Pinterest can amplify almost all of it if you do it strategically.

Let’s talk about how Pinterest fits into your overall content marketing strategy, how to use it intentionally (not randomly), and why it might be your next weapon for quality traffic and conversions.

Pinterest basics: what it actually is (and why it’s different)

Before we build a Pinterest marketing strategy, let’s level set.

Pinterest isn’t a traditional social media platform. It’s a visual search engine. Think Google, but make it aesthetic and fun.

People don’t scroll Pinterest to argue in comment sections. They search with real intent for things like:

• “Modern kitchen design ideas”
• “Spring capsule wardrobe”
• “B2B lead generation ideas”
• “Email marketing templates”
• “Home gym layout”

That intent matters. 

For example, take a look at all of the pins and pathways that pop up when searching the keyword, “kitchen remodeling ideas”: 

Unlike Instagram or TikTok, where content typically has a lifespan of hours to days, Pinterest content can rank and drive traffic for months (even years). That makes it a serious MVP in your content marketing plan.

Social Media Content Lifespan Comparison Chart

Pinterest currently has hundreds of millions of active users globally, and a large portion of them are actively looking to buy, plan, or learn. That’s not passive scrolling. That’s high-intent behavior.

And for marketers? High intent = high opportunity.

Why Pinterest marketing actually works

Now, let’s talk benefits. Because if you’re going to pitch this to your CMO, you’ll need more than “it’s fun and cute.”

1. It’s built for discovery

Pinterest’s algorithm is search-driven. That means optimizing your content with keywords relative to your strategy actually matters.

It’s basically SEO in a prettier outfit.

2. Content has a long shelf life

A strong pin doesn’t disappear in 24 hours. It continues circulating as long as people engage with it.

Compare that to your average Instagram post that fades faster than a New Year’s resolution.

3. It drives website traffic

If you’re asking yourself how to increase Pinterest traffic, the answer is simpler than it sounds: optimize for search, craft scroll-stopping visuals, and link thoughtfully.

For example, if you’re showcasing a bathroom renovation, don’t just post the photo, tag the products or link directly to the relevant pages. That way, users can go from inspiration to action in just a couple of clicks.

4. Business accounts come with analytics

A Pinterest business account gives you:

• Audience insights
• Engagement metrics
• Keyword trends
• Pin performance tracking

Which means your content marketing strategy becomes data-backed, not vibes-based.

How Pinterest fits into your overall marketing strategy

Here’s where it gets good.

Pinterest should not live in isolation. It’s not a “cute intern side project.” It should plug directly into your broader content marketing plan.

Let’s break it down.

1. SEO amplification

You’re already writing blogs. (Hopefully well. Please say yes.)

Every blog post can become:

• Multiple static pins
• Idea pins
• Infographics
• Step-by-step graphics
• Quote graphics

If your blog is optimized for search, your Pinterest pins can be optimized for search too. That’s double the opportunity to rank.

And because Pinterest itself ranks in Google search results, your pins can show up outside the platform as well.

2. Supporting Paid Media

Running Pinterest ads? Great.

Even if you’re not, your organic Pinterest strategy can inform paid campaigns by looking at:

• Which headlines get clicks
• Which visuals convert
• Which topics resonate

Pinterest ads are particularly powerful for eCommerce, home services, lifestyle brands, and even B2B companies with visual storytelling.

If you’re asking, “How do I advertise on Pinterest?” it’s similar to other platforms:

• Set campaign objective (traffic, conversions, awareness)
• Define audience targeting
• Design vertical creative
• Test and iterate

But the real difference? Pinterest users are often in planning mode, which means they’re closer to making purchase decisions.

How to use Pinterest for business (without winging it)

If you’re Googling “How to use Pinterest for business,” you’re not alone.

Here’s the not-chaotic way to do it.

Step 1: Create a Pinterest business account

If you’re wondering how to create a Pinterest business account, it’s simple:

• Go to Pinterest
• Choose “Create Business Account”
• Fill out company details
• Claim your website
• Enable analytics

Do not, I repeat, do not run your brand from a personal wedding-board account.

Step 2: Define your Pinterest marketing strategy

Before you post anything, answer:

• Who are we targeting?
• What problems are they searching for?
• What blog or landing page content supports those searches?
• What visuals will make them click?

A real Pinterest marketing strategy aligns with your:

• SEO goals
• Traffic goals
• Lead generation goals
• Product sales goals

Not just “we should probably be on Pinterest.”

Pinterest marketing techniques that actually move the needle

Let’s get tactical.

1. Keyword optimization (yes, here too)

If you want to know how to improve SEO on Pinterest, start with:

• Keyword-rich pin titles
• Detailed descriptions
• Optimized board names
• Alt text

Use Pinterest’s search bar to find auto-suggested phrases. That’s real user search behavior.

If your goal is ranking for “small bathroom design,” your pins should actually say that.

Groundbreaking, I know.

2. Consistency > chaos

You don’t need 50 pins a day. You need consistency.

A manageable cadence:

• 2–5 fresh pins per week
• Repurpose blog or resource content
• Test different creative angles

Pinterest rewards fresh content more than repinning the same graphic forever.

3. Pinterest affiliate marketing

This is a big one. Pinterest affiliate marketing is currently a large topic.

You can:

• Link directly to affiliate products (if compliant)
• Drive traffic to affiliate blogs
• Create product comparison pins

But transparency is key. Always disclose.

3. Design for the scroll 

Before you start cranking out templates in Canva, pause.

Depending on your industry, you need to decide whether your audience is searching for graphic-based content, real-world, practical imagery, or a mix.

For example:

• A home design or remodeling company will almost always benefit more from real project photography. Think: finished kitchens, before-and-afters, styled living rooms. People want inspiration they can actually picture in their homes.

• A consulting firm, on the other hand, might see stronger engagement from clean, value-packed infographics like “5 Tips for Outsourcing HR Services” or “Signs It’s Time to Rethink Your Operations Strategy.”

Different industries. Different search intent. Different visuals.

Now that you’ve nailed the type of creative your audience wants, here are the Pinterest-specific best practices:

• 2:3 aspect ratio
• Bold, readable headlines
• Clear, immediate value
• Minimal clutter

How to increase Pinterest traffic (without selling your soul)

Let’s answer the traffic question directly.

If your goal is how to increase Pinterest traffic, here’s your checklist:

1. Optimize every pin with search intent
2. Link to high-quality landing pages and/or product pages
3. Create multiple pins per topic
4. Test headlines
5. Analyze top-performing content
6. Double down on what works

Pinterest is not magic. It’s data + design + consistency.

Common mistakes in Pinterest marketing

Let me lovingly call you out in advance. These are a few of the most common mistakes made in Pinterest marketing strategies:

• Treating Pinterest like Instagram
• Posting without keyword research
• Sporadic posting 
• Ignoring analytics
• Linking to weak landing pages
• Inconsistent branding
• Low resolution images 
• Improperly formatted images

Pinterest works best when it’s integrated into your larger content marketing strategy, not floating aimlessly.

Good vs. not-so-good pin examples

Below are two examples that show the difference between a pin that grabs attention—and one that gets scrolled right past.

Example of a strong pin:

This pin makes its point immediately. The headline is bold, easy to read (even on a phone), and clearly tells the viewer what they’ll get if they click. There’s no guessing involved; you understand the value right away.

The design also helps guide the viewer naturally from the headline to the visual and then toward the destination link click. Everything works together: the layout, the image, and the message..

Example of a not-so-strong pin:

At first glance, this pin might look perfectly fine. But when you think about how people actually use Pinterest, it starts to fall apart a little. The headline is harder to read, the sizing is incorrect, the takeaway isn’t immediately obvious, and the design doesn’t clearly guide the viewer toward the next step.

And when someone has to pause to figure out what a pin is about, they usually won’t, and they’ll just keep scrolling. Pinterest rewards clarity, not complexity.

Bottom line: the pins that perform best are the ones that communicate value instantly. If someone can understand your pin in half a second, you’re already ahead of most of the feed.

How to boost a Pinterest business account

If your account is… sad… here’s how to revive it:

• Switch to a business account and claim your website (if you haven’t already)
• Audit your boards
• Delete irrelevant content
• Optimize descriptions
• Create fresh, keyword-rich pins
• Consider testing Pinterest ads

If you’re wondering how to boost a business Pinterest account, it’s usually less about “boosting” and more about optimizing.

Where Pinterest fits in content marketing

If you’re investing in your content marketing strategy, Pinterest should be part of the conversation.

Why?

Because your:

• Blogs
• Case studies
• Guides
• Infographics
• Product pages
• Landing pages

All deserve distribution beyond Google.

Pinterest extends the life and reach of your content. It supports SEO. It drives traffic. It warms audiences.

It’s not replacing your other channels.

It’s strengthening them.

Pinterest Isn’t Optional Anymore: Create a New Plan with Perrill

If your brand is investing in SEO, blogging, and paid media, but ignoring Pinterest, you’re leaving opportunity on the table.

And not just “a little extra traffic” opportunity.

Real, high-intent, ready-to-click opportunity.

At Perrill, we believe good marketing isn’t about chasing every new shiny platform.

It’s about using the right platforms strategically.

Pinterest isn’t new. It isn’t flashy. It isn’t loud.

But it works.

If you want a Pinterest marketing strategy that actually integrates with your full-funnel growth plan (and doesn’t just look pretty), let’s talk about Perrill’s Content Marketing Services.

Your content deserves more than one channel. Send us a message today!