Tereza Toledo is a social media consultant helping clients improve their presence on Pinterest. He says Pinterest as a business tool is often overlooked, but it can increase web traffic and sales. He breaks down how businesses can make the platform work better for them, as he told PollyAnna Brown.
This essay as stated is based on a conversation with Tereza Toledo, a 47-year-old Pinterest expert from Tampa Bay, Florida, and the owner of Tereza Toledo Social. Edited for length and clarity.
I started using Pinterest in 2016 while working as an intern for an online fitness and wellness company. In this role, I learned the ins and outs of social media marketing and was able to study Pinterest from different angles: creators, e-commerce usage, users, and service providers.
I’ve been part of several beta testing programs for new Pinterest features and their Creator Rewards program. Since April, I’ve earned $6,627 through the Creator Fund.
My work as a Pinterest consultant usually involves growing clients’ presence on the platform and helping them convert their audience into sales. I work with an e-commerce brand that makes 7 figures in revenue. In the last 12 months, over $120,000 of those sales came from engagement on Pinterest under my direction, and $87,000 of that came from posts without paid promotion.
After working with a client for a year, I helped grow their engaged audience (people who interacted with the account’s posts daily) from 186,000 to 1.2 million.
What people often don’t understand is that Pinterest is not a social media platform, but a visual search engine with social media capabilities.
Accounts can gain audiences, but posts are ranked and linked to keywords such as Google Search Engine Optimization. The app is a tool for finding ideas and inspiration, not for connecting and sharing socially with other users.
This misunderstanding can leave business owners new to the platform feeling like it doesn’t work because they’re trying to use Pinterest like Facebook, Instagram, or TikTok.
Pinterest works like a visual Google or Bing. This is important for businesses because pins can create a reliable sales funnel with similar longevity and consistency to an SEO ranking.
Even when Pinterest’s efforts stop, as long as the initial work has been done strategically, it can continue to work.
Focus on your keywords when creating a pin
The more keywords and content “match”, the better Pinterest will be able to understand and index each pin.
Using accurate information and keywords for your image title and description whenever you Pin makes it easier for your ideal customer base to find your business and website.
The best way to find keywords is to use Pinterest’s search bar. As you type questions or words, Pinterest will make recommendations based on what other Pinterest users are searching for. The words shown in these recommendations are the keywords that should be used.
While keyword research isn’t the most fun part of the job, it’s vital to success on the platform.
Once you’ve found the best keywords for your niche, product, or brand, you should always include them when writing your account profile and bio, board names, pin titles, and pin descriptions. You should also put them in the image text or video overlay of your business account posts.
Pinterest is less saturated than Google, so putting a little effort into optimizing the keywords in your Pinterest posts can go a long way toward helping your pins appear higher in the search rankings.
Always remember to include a link to your website or product in the Pin description
All of your Pinterest posts should have links in the description that your audience can follow directly to your website. These pins can help increase traffic to your site.
The more people who go to your website and the more time they spend there, the more valuable they think your website is, which means your pages will rank higher in Google.
After a few months of being on Pinterest, your Pins may also start showing up in Google results.
The content you want to reach customers is displayed on Pinterest and indexed by Google.
For example, if you search for “Fall nails” on Google Images, posts from Pinterest are shown as the top-ranked images.
It’s similar to searching Google and being directed to a YouTube video on the subject.
Pinterest is most effective for digitally native businesses
Pinterest is best suited for businesses that can serve customers from all over, meaning not just local businesses. You can target only specific locations when using paid ads.
The types of businesses that are most immediately successful on Pinterest are those that sell directly to consumers.
For example, housing, home products, home decor, DIY projects, and cosmetics companies tend to see better reactions faster than a business consultant on Pinterest.
Pinterest makes a considerable point of positioning itself as an inspirational space, so anyone who provides valuable, inspiring and creative content is likely to see positive results.
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