How to Use Pinterest for Online Marketing

Woman showing a Pinterest icon

A raging topic lately: Pinterest Marketing.

In our earlier articles, 10 Digital Marketing Trends in 2019 and 5 Predictions for Digital Marketing in 2020, we mentioned something called omnichannel marketing.

Basically, this means creating a positive content experience for our target market by developing a strong online presence over multiple channels.

However, if we only focus on social media marketing channels like Facebook and Instagram, we’re losing out on a huge opportunity: Pinterest.

Why Use Pinterest for Online Marketing?

Image by Gerd Altmann from Pixabay

Pinterest is one of the most underrated online marketing social media platforms. Here’s some quick user statistics to give you an idea of what we mean:

  • 42% of adult women and 15% of adult men in the US use Pinterest, a total of 28% of the adult population
  • 34% of the US population aged 18-29, 35% aged 30-49, and 27% aged 50-64 use Pinterest

Still not convinced? Here’s what Pinterest has to say about its user base (2017 figures):

So if your target market is using Pinterest, you should be too! Otherwise, you’re missing out on a huge opportunity to build long term clientele.

The Pinterest Business Account

Screenshot from Pinterest Business homepage

If you’re going to engage in Pinterest marketing, you want your account to represent your business. For that, you need to either create a Pinterest business account or convert a personal account into one.

And when you obtain your Pinterest business account, you need to know how to use it.

It sounds like quite a mouthful, but the consumer buying behavior model is actually fairly easy to understand. In more academic circles, it’s better known as the Engel Kollat Blackwell Model of Consumer Behavior.

Let’s take a look at how you can use Pinterest at each of the model’s 4 stages.

1. Problem Recognition

Image by TeroVesalainen from Pixabay

Before consumers make a purchase, they identify a problem – something they want or need.

Instead of relying on traditional advertising (about 25.8% of internet users have an ad blocker), you can use Pinterest to engage in native advertising.

You can start by creating social media content with visually pleasing visuals. These draw the eye on Pinterest and stimulate problem recognition.

2. Pinterest Marketing and Information Search

Image by Maklay62 from Pixabay

The second step in the Model of Consumer Behavior is actively searching for a solution to the “problem.” Basically, the consumer is looking for a product or service that will fulfill a want or need.

Here, you rely on properly organized Pinterest boards. You might have different collections to showcase different categories, for example.

You also use SEO to make sure, even if your competition’s content created the “need”, you come up during the information search stage.

3. Evaluating Alternatives

Image by 200 Degrees from Pixabay

You should already know what it’s like to do an online search – lots of different options come up!

So now the consumer is evaluating all the different alternatives. But let’s face it: they don’t want to read through 5+ different posts to do so.

Instead, they gravitate to 1 or 2 posts that compare different products or services they think will fulfill their need.

Infographics are a great way to do this on Pinterest. Here’s how Guinness does exactly that.

4. Pinterest and Purchasing Power

Image by Peggy und Marco Lachmann-Anke from Pixabay

Now the consumer is just about ready to make a purchase.

Well, just like they don’t want to visit lots of posts to help them make a decision, they might not want to navigate away from Pinterest.

Luckily, Pinterest has something called a Shop the Look Pin (formerly “Buyable Pin”). Basically, this lets users make purchases without having to leave the site.

And if you convert them into Promoted Pins, you have an even better chance of being discovered in stages 2 and 3!


Image by kirstyfields from Pixabay

As with everything in life, the more you understand Pinterest and social media marketing, the better you’re able to use it to your advantage. That takes time though, which is something a lot of small business owners don’t have.

Thankfully, Parrot Digital Marketing is uniquely positioned to help you take your online marketing to the next level!

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Mandee is a talented copywriter, web designer, and all around digital guru. She has lived all over the world and is currently an American expatriate in Eastern Europe.

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