Pinterest Marketing: How to Turn Pins Into Customers<\/title>\n<meta name=\"description\" content=\"Learn how Pinterest marketing can help you turn pins into steady website traffic, email subscribers, and repeat customers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.constantcontact.com\/blog\/pinterest-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pinterest Marketing for Small Businesses: Simple Strategies to Turn Pins Into Customers\" \/>\n<meta property=\"og:description\" content=\"Learn how Pinterest marketing can help you turn pins into steady website traffic, email subscribers, and repeat customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.constantcontact.com\/blog\/pinterest-marketing\/\" \/>\n<meta property=\"og:site_name\" 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{"id":172613,"date":"2026-08-18T15:22:30","date_gmt":"2026-08-18T19:22:30","guid":{"rendered":"https:\/\/www.constantcontact.com\/blog\/?p=172613"},"modified":"2026-08-18T15:22:33","modified_gmt":"2026-08-18T19:22:33","slug":"pinterest-marketing","status":"publish","type":"post","link":"https:\/\/www.constantcontact.com\/blog\/pinterest-marketing\/","title":{"rendered":"Pinterest Marketing for Small Businesses: Simple Strategies to Turn Pins Into Customers"},"content":{"rendered":"\n

Treat Pinterest as a search engine, not a social feed.<\/strong> People search Pinterest with a plan, so a good pin keeps sending you traffic for months after you post it.<\/li>\n\n\n\n
Get found by writing for search.<\/strong> Keyword-rich pin titles, descriptions, and board names are what put your content in front of the right people.<\/li>\n\n\n\n
Send every pin somewhere you own.<\/strong> Point pinners to a landing page or sign-up form so you turn borrowed reach into an email list you control.<\/li>\n\n\n\n
Consistency beats intensity.<\/strong> A few quality pins each week will outperform a burst of forty pins followed by months of silence.<\/li>\n<\/ul>\n\n\n\n
If you’ve used Pinterest yourself, you already know the platform sends people to other websites — whether it’s a blog to snag a full recipe or an ecommerce site to buy a cool pair of sneakers. Figuring out how to make that happen for your<\/em> business is the part that can be challenging.<\/p>\n\n\n\n
This guide gives you a repeatable strategy you can run with to turn pins into customers. That matters, because time is tight: According to Constant Contact’s 2024 Small Business Now report<\/a>, 56% of small businesses say they have an hour or less each day for marketing. That’s exactly why a channel where one pin keeps working for months or even years deserves some of your precious time.<\/p>\n\n\n\n
In this blog you’ll learn what exactly Pinterest marketing is, why it works, the types of pins to create, a step-by-step strategy, best practices, and how to connect it all to your email list<\/a> so you can turn Pinterest browsers into clients.<\/p>\n\n\n\n
What is Pinterest marketing?<\/h2>\n\n\n\n
Pinterest marketing is the practice of using Pinterest, a visual discovery and search platform, to get your content, products, and ideas in front of people who are actively looking for them. <\/p>\n\n\n\n
At its core, Pinterest is a search engine dressed up like a scrapbook. People type in what they want, save the ideas they love to themed boards, and click through to the sites behind those ideas. Think of it as a digital bulletin board that doubles as a search engine: A pin you post today can still surface in someone’s search a year from now.<\/p>\n\n\n\n
That staying power is what sets Pinterest apart. A post on most social platforms fades in hours; a pin can resurface every time the season or the search comes back around. Big<\/em> difference.<\/p>\n\n\n\n
The mindset shift is the important part. On most platforms, you’re competing for attention in a scrolling feed. On Pinterest, you’re answering a search someone already typed, which is a friendlier place to be a small business, because you’re helping instead of interrupting. A brand like Whole Foods pins seasonal recipes, and a national retailer like Home Depot pins weekend project ideas, but the same strategies work for a neighborhood bakery or your local hardware store.<\/p>\n\n\n\n
It’s not only for online stores, either. A wedding photographer, a yoga studio, or a business coach can all use Pinterest to get found.<\/p>\n\n\n\n
Why Pinterest marketing matters for small businesses<\/h2>\n\n\n\n
Pinterest offers the exact thing small businesses struggle to find: lasting return from a little effort.<\/p>\n\n\n\n
\n
Your content has a long shelf life.<\/strong> Unlike a social post that disappears by lunchtime, a well-made pin keeps earning saves and clicks for months.<\/li>\n\n\n\n
You reach people in buying mode.<\/strong> Pinners often show up while planning a purchase, a project, or an event, so they welcome ideas instead of tuning them out.<\/li>\n\n\n\n
You drive traffic without an ad budget.<\/strong> Strong, search-optimized pins send visitors to your website for free.<\/li>\n\n\n\n
You feed the top of your funnel.<\/strong> Pinterest is a discovery channel that hands new people to the rest of your marketing<\/a>.<\/li>\n\n\n\n
You build toward an audience you own.<\/strong> Every click is a chance to turn a stranger into an email subscriber.<\/li>\n<\/ul>\n\n\n\nSmall business owners are already leaning this way. In Constant Contact’s Q1 2026 Small Business Now report<\/a>, 68% of small business owners expect social media to be their most valuable channel this year, and Pinterest is the one social platform built around search and buying intent.<\/p>\n\n\n\n
It’s a big audience, too. Pinterest reaches more than 630 million monthly users worldwide, according to Pinterest’s Q1 2026 earnings report<\/a>.<\/p>\n\n\n\n
Free traffic that compounds over time is hard to beat. And because pins keep resurfacing, the work you do this month can still be paying off next year, which is a rare thing in marketing. For a small team, that mix of high intent and long shelf life is what makes Pinterest worth a slot in your weekly routine.<\/p>\n\n\n\n
Types of Pinterest content to create<\/h2>\n\n\n\n
You don’t need to master every format at once. Start with the pin types that match what you already make, then reuse one piece of content across several of them…<\/p>\n\n\n\n
Standard image pins<\/h3>\n\n\n\n
The standard image pin is your workhorse: a single vertical image that links back to a page on your site. It’s the simplest way to turn something you already have into Pinterest traffic.<\/p>\n\n\n\n
Use standard image pins to:<\/p>\n\n\n\n
\n
Send searchers straight from a result to a blog post or landing page<\/li>\n\n\n\n
Feature one product, service, or offer with a clear next step<\/li>\n\n\n\n
Repurpose a graphic you already designed for email or another channel<\/li>\n<\/ul>\n\n\n\n
Video and Idea pins<\/h3>\n\n\n\n
Video and Idea pins let you show, not just tell. Short clips and multi-page pins work well for how-tos, quick tips, and behind-the-scenes looks that keep people watching.<\/p>\n\n\n\n
Use video and Idea pins to:<\/p>\n\n\n\n
\n
Walk through a process step by step<\/li>\n\n\n\n
Show a product in action or a service being delivered<\/li>\n\n\n\n
Give a personal, behind-the-scenes look at your business<\/li>\n<\/ul>\n\n\n\n
Product pins<\/h3>\n\n\n\n
Product pins pull live details like price and availability straight from your website. For anyone selling online, they shorten the path from discovery to checkout.<\/p>\n\n\n\n
Use product pins to:<\/p>\n\n\n\n
\n
Show current pricing and stock without manual updates<\/li>\n\n\n\n
Make a pin instantly shoppable<\/li>\n\n\n\n
Highlight seasonal or featured items<\/li>\n<\/ul>\n\n\n\n
Rich pins<\/h3>\n\n\n\n
Rich pins automatically sync extra information from your site, whether that’s an article, a product, or a recipe. They make your pins look more polished with no extra work on each one.<\/p>\n\n\n\n
Use rich pins to:<\/p>\n\n\n\n
\n
Keep titles and details in sync with your website<\/li>\n\n\n\n
Add credibility with author and source information<\/li>\n\n\n\n
Give readers context before they click<\/li>\n<\/ul>\n\n\n\n
Infographic pins<\/h3>\n\n\n\n
Infographic pins pack a tip, a checklist, or a quick how-to into one tall, skimmable graphic. They tend to earn a lot of saves because people bookmark them to come back to later.<\/p>\n\n\n\n
Use infographic pins to:<\/p>\n\n\n\n
\n
Turn a blog post or guide into one shareable visual<\/li>\n\n\n\n
Teach a single useful thing at a glance<\/li>\n\n\n\n
Show off your expertise without a hard sell<\/li>\n<\/ul>\n\n\n\n
Seasonal and trend pins<\/h3>\n\n\n\n
Seasonal and trend pins ride the searches that spike around holidays, events, and yearly rituals. Pinterest users plan early, so a timely pin can catch a wave of demand weeks ahead of the calendar.<\/p>\n\n\n\n
Use seasonal and trend pins to:<\/p>\n\n\n\n
\n
Line up content with holidays and local events<\/li>\n\n\n\n
Tap into what your audience is planning right now<\/li>\n\n\n\n
Give an evergreen topic a fresh, timely angle<\/li>\n<\/ul>\n\n\n\n
Boards and collections<\/h3>\n\n\n\n
Boards group your pins by theme so both people and Pinterest’s search understand what you’re about. Thoughtful boards are how a casual visitor becomes a follower.<\/p>\n\n\n\n
Use boards to:<\/p>\n\n\n\n
\n
Organize pins around the topics your audience cares about<\/li>\n\n\n\n
Signal your niche to Pinterest search<\/li>\n\n\n\n
Guide visitors toward related ideas and offers<\/li>\n<\/ul>\n\n\n\n
How Pinterest marketing works<\/h2>\n\n\n\n
Say a candle maker pins a photo of a fall gift set. Someone searching “cozy fall gift ideas” finds it, saves it, and clicks through to the shop. Weeks later, a different person finds that same pin… That quiet chain reaction is how Pinterest works.<\/p>\n\n\n\n
\n
Pinterest reads your words.<\/strong> It indexes your pin titles, descriptions, and board names to decide which searches you show up for.<\/li>\n\n\n\n
It spreads your pins.<\/strong> Strong pins get distributed to related searches and home feeds well beyond your followers.<\/li>\n\n\n\n
Saves extend your reach.<\/strong> Every time someone saves a pin, it gets shown to their audience, too.<\/li>\n\n\n\n
Clicks land on your site.<\/strong> Each pin is a doorway back to a page you control.<\/li>\n\n\n\n
Analytics show what’s working.<\/strong> Pinterest’s built-in reporting tells you which pins earn clicks and saves.<\/li>\n<\/ul>\n\n\n\n
None of this requires a huge following, either. A brand-new account with sharp, keyword-rich pins can show up in search right next to accounts ten times its size, because Pinterest cares more about relevance than follower count.<\/p>\n\n\n\n
Put together, those mechanics form a simple funnel: Discovery leads to a click, the click leads to a visit, the visit leads to an email signup, and that subscriber becomes a repeat customer. The payoff doesn’t come from one viral pin. It comes from the compounding effect of dozens of small ones.<\/p>\n\n\n\n
How to build a Pinterest marketing strategy step by step<\/h2>\n\n\n\n
So how do you turn all of this into a plan you can follow? Work through these six steps in order.<\/p>\n\n\n\n
Step 1: Set up a Pinterest business account<\/h3>\n\n\n\n
A free Pinterest business account unlocks analytics, ads, and richer pin formats that a personal profile can’t touch. Claim your website while you’re at it so your pins get proper credit and you can measure the traffic they send. The setup takes a few minutes and costs nothing.<\/p>\n\n\n\n
Step 2: Define one clear goal and audience<\/h3>\n\n\n\n
Decide what you actually want: website traffic, brand awareness, or email signups. Pick one primary goal so every pin has a job. Then get specific about who you’re pinning for, because “busy parents planning birthday parties” gives you far more to work with than “everyone.”<\/p>\n\n\n\n
Step 3: Do your Pinterest keyword research<\/h3>\n\n\n\n
Pinterest is a search engine, so start where your audience starts: the search bar. Type a topic and watch the autocomplete suggestions and guided-search tiles that appear. Those are the real words people use, and they belong in your pins and boards. Keep a running note of the phrases that keep coming up, because that list is basically free market research.<\/p>\n\n\n\n
Step 4: Create and optimize your boards and pins<\/h3>\n\n\n\n
Build a handful of keyword-named boards, then fill them with tall, easy-to-read images. Write titles and descriptions that lead with your keyword and end with a clear reason to click. Give each board a short, plain description too, since Pinterest reads those when it decides where to place your content. This is your Pinterest SEO in action.<\/p>\n\n\n\n
Step 5: Set a realistic pinning schedule<\/h3>\n\n\n\n
Consistency wins on Pinterest. Every week, not every once in a while. A steady rhythm of a few quality pins keeps you visible without burning you out, and scheduling pins ahead means a busy week doesn’t break your momentum. The same discipline behind a good social posting plan<\/a> applies here.<\/p>\n\n\n\n
Step 6: Track results and connect Pinterest to your email list<\/h3>\n\n\n\n
Watch the numbers that matter: outbound clicks and saves, not just follower counts. Then close the loop. Point your best pins to a landing page<\/a> or sign-up form so the traffic you worked for becomes subscribers you keep. Set up an automated welcome series<\/a> so every new subscriber hears from you right away, even while you sleep.<\/p>\n\n\n\n
Pinterest marketing best practices<\/h2>\n\n\n\n
A few habits separate Pinterest accounts that grow from ones that stall.<\/p>\n\n\n\n
\n
Design for the phone first.<\/strong> Most pinners scroll on mobile, so use tall images with text big enough to read at a glance.<\/li>\n\n\n\n
Write like a searcher, not a poet.<\/strong> Put the real words people search into your titles, descriptions, and board names.<\/li>\n\n\n\n
Pin consistently, not frantically.<\/strong> A steady few pins a week beats a giant batch followed by silence.<\/li>\n\n\n\n
Always link somewhere useful.<\/strong> Send each pin to a live, relevant page. No dead links, ever.<\/li>\n\n\n\n
Repurpose what you already have.<\/strong> Turn blog posts, newsletters, and product photos into fresh pins instead of starting from scratch.<\/li>\n\n\n\n
Refresh, don’t just repeat.<\/strong> Make new images for topics that already perform to keep your reach climbing.<\/li>\n\n\n\n
Mind your board descriptions.<\/strong> A clear, keyword-rich description helps Pinterest understand and rank the whole board.<\/li>\n\n\n\n
Start from a template.<\/strong> Reusing a branded email template<\/a> or layout keeps your pins consistent without extra design work.<\/li>\n\n\n\n
Watch the right metrics.<\/strong> Outbound clicks and saves tell you more than a follower count ever will.<\/li>\n<\/ul>\n\n\n\nRunning Pinterest and email marketing together<\/h3>\n\n\n\n
So what happens after someone clicks your pin? Too often, they browse once and vanish forever. Social media reach, even on a search platform like Pinterest, is borrowed reach because an algorithm still decides who sees your content. An email list, on the other hand, is an audience you actually own.<\/p>\n\n\n\n
That’s why the smartest strategy treats Pinterest as your front door and your email list as the living room.<\/p>\n\n\n\n
When searchers click through from a pin, don’t just drop them on a generic homepage. Direct them to a custom landing page or sign-up form offering a clear reason to stay connected, like an exclusive discount, a free guide, or a first look at new arrivals. Once they join, an automated welcome email series takes over, turning that initial curiosity into a long-term customer relationship while you focus on running your business.<\/p>\n\n\n\n
And you don’t need a bloated tech stack or hours of extra work to build this funnel. With Constant Contact, you can create mobile-friendly sign-up forms, build custom landing pages, set up automated email welcome series, and manage your social marketing<\/a>, all from one central place. By keeping your email, social, and SMS campaigns under one roof, you ensure every pin you post works hard to grow a list you control.<\/p>\n\n\n\n
Turn Pinterest visitors into loyal subscribers<\/h3>\n\n\n\n
Pinterest marketing rewards businesses that show up consistently, write for search, and guide their traffic somewhere permanent. You don’t need a massive team, an ad budget, or hours of daily scrolling to succeed. You just need a practical strategy, a little consistency, and the right tools in your corner.<\/p>\n\n\n\n
When you pair the long shelf life of a search-optimized pin with the personal reach of email marketing<\/a>, you create a compounding engine for business growth, one where the work you do today keeps paying off months down the road.<\/p>\n\n\n\n
Ready to turn those temporary clicks into lasting customer relationships? Start your free trial of Constant Contact<\/a> today and start turning the traffic your pins earn into an email list you actually own.<\/p>\n\n\n\n
FAQs<\/h2>\n\n\n\n
Is Pinterest marketing free?<\/h3>\n\n\n\n
Yes, getting started is free. You can create a business account, post pins, and build boards without paying anything. Ads are optional for when you want to reach further, faster.<\/p>\n\n\n\n
How often should I pin?<\/h3>\n\n\n\n
Aim for a consistent handful of quality pins each week rather than a huge batch all at once. Consistency signals to Pinterest that you’re active, and a steady rhythm is far easier to sustain. Small and regular wins.<\/p>\n\n\n\n
Does Pinterest marketing work for nonprofits and service businesses?<\/h3>\n\n\n\n
Absolutely. Pinterest drives discovery for events, causes, classes, and services, not just physical products. A food bank can pin volunteer opportunities and a studio can pin class schedules just as easily as a shop pins goods.<\/p>\n\n\n\n
How do I turn Pinterest traffic into email subscribers?<\/h3>\n\n\n\n
Send your pins to a landing page or sign-up form instead of a generic homepage. Offer a clear reason to join, then follow up by email. That’s how a one-time visitor becomes a contact you can reach anytime.<\/p>\n\n\n\n
Do my pins need to be original images?<\/h3>\n\n\n\n
It helps, but you don’t need a studio. A clear product photo, a simple branded graphic, or a repurposed image from your website all work. Original, on-brand visuals just tend to build more trust over time.<\/p>\n\n\n\n
How long until Pinterest marketing shows results?<\/h3>\n\n\n\n
Usually a few weeks to a few months. Pins take time to get indexed and redistributed, but that slow burn is exactly why they keep working long after you post them.<\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":"
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How to build a Pinterest marketing strategy step by step<\/h2>\n\n\n\nSo how do you turn all of this into a plan you can follow? Work through these six steps in order.<\/p>\n\n\n\n

Is Pinterest marketing free?<\/h3>\n\n\n\nYes, getting started is free. You can create a business account, post pins, and build boards without paying anything. Ads are optional for when you want to reach further, faster.<\/p>\n\n\n\n

How often should I pin?<\/h3>\n\n\n\nAim for a consistent handful of quality pins each week rather than a huge batch all at once. Consistency signals to Pinterest that you’re active, and a steady rhythm is far easier to sustain. Small and regular wins.<\/p>\n\n\n\n

How do I turn Pinterest traffic into email subscribers?<\/h3>\n\n\n\nSend your pins to a landing page or sign-up form instead of a generic homepage. Offer a clear reason to join, then follow up by email. That’s how a one-time visitor becomes a contact you can reach anytime.<\/p>\n\n\n\n

Do my pins need to be original images?<\/h3>\n\n\n\nIt helps, but you don’t need a studio. A clear product photo, a simple branded graphic, or a repurposed image from your website all work. Original, on-brand visuals just tend to build more trust over time.<\/p>\n\n\n\n

How to build a Pinterest marketing strategy step by step<\/h2>\n\n\n\n
So how do you turn all of this into a plan you can follow? Work through these six steps in order.<\/p>\n\n\n\n

Is Pinterest marketing free?<\/h3>\n\n\n\n
Yes, getting started is free. You can create a business account, post pins, and build boards without paying anything. Ads are optional for when you want to reach further, faster.<\/p>\n\n\n\n

How often should I pin?<\/h3>\n\n\n\n
Aim for a consistent handful of quality pins each week rather than a huge batch all at once. Consistency signals to Pinterest that you’re active, and a steady rhythm is far easier to sustain. Small and regular wins.<\/p>\n\n\n\n

How do I turn Pinterest traffic into email subscribers?<\/h3>\n\n\n\n
Send your pins to a landing page or sign-up form instead of a generic homepage. Offer a clear reason to join, then follow up by email. That’s how a one-time visitor becomes a contact you can reach anytime.<\/p>\n\n\n\n

Do my pins need to be original images?<\/h3>\n\n\n\n
It helps, but you don’t need a studio. A clear product photo, a simple branded graphic, or a repurposed image from your website all work. Original, on-brand visuals just tend to build more trust over time.<\/p>\n\n\n\n