A woman sits at a long table in a large studio and works on a laptop. In the background are a grid of photos and papers pinned to the wall, a rack of clothing, a dress form used for pinning clothes, and a shelving unit holding a sewing machine, a few framed photos, and bundles of cloth.
Pinterest boards can be used to display your goods and services, advertise sales, preview upcoming events, inspire your customers, and much more. — Getty Images/monkeybusinessimages

People search Pinterest for inspiration. Each element of your board and pins should be search engine optimized (SEO). You may already have Pinterest boards for various subjects related to your audience and industry, but what about one (or more) dedicated to your business? You can link to your review page or highlight products and services. Alternatively, your business board could display your latest promotions, contests, and giveaways.

Each time you add a new blog post, product, or promotion to your website, you'll create a graphic or short video to pin to your business board. A successful strategy can drive offline sales and online conversions. Use these tips to build a Pinterest board to promote your business.

Choose your Pinterest board's theme or purpose

Think about the topic your business board will focus on and how it fits your Pinterest marketing strategy. Will you showcase your products or share information about your latest promotions? Or will you highlight the team packing the products or providing services? According to Pinterest, "89% of weekly Pinners use Pinterest for inspiration in their path to purchase."

Here are a few board topics to promote your business:

  • Company updates.
  • Your main area of expertise.
  • Niche-related inspiration.
  • Employees.
  • Products you sell.
  • Seasonal product or service collections.
  • Blogging topics.
  • Customers.
  • Services you provide.

[Read more: Pinterest Adds Tools to Help Small Businesses Get Discovered by Customers]

Find keywords for your Pinterest board

Pinterest users discover brands, products, and DIY ideas through the search bar. In addition, Louise Myers Visual Social Media reported that "Pinterest boards can rank on search engines outside Pinterest." Therefore, keywords are vital to your Pinterest strategy. The best way to find keywords on Pinterest is through the search bar. Type in a keyword, and Pinterest suggests additional terms and phrases.

89% of weekly Pinners use Pinterest for inspiration in their path to purchase.


Look at the type of content Pinterest brings up for each keyword and think about the search intent of consumers. For instance, someone searching for pizza recipes doesn't want your delivery pizza menu. But if you sell dough-to-go or pizza kits, you could build a Pinterest board to showcase various recipes with your dough as the foundation.

Tailwind suggests using "a mix of niche, broad, and long-tail keywords and phrases." Make a list of your primary terms and phrases for your board.

Key elements to building a Pinterest board

The steps to creating a Pinterest board are straightforward. Every board has a title, description, and image. You can optimize each of these components for consumers and search engines. Place keywords naturally near the beginning, avoid adding spaces between letters (like S H O P), and don't use emojis within the first few sentences.

The three elements that make up every board are:

  • Board name: Create an optimized title for your board that accurately describes its content and relates to what potential customers search for. You can use up to 100 characters, but only the first 40 to 50 will show on the Pinterest search page.
  • Description: Tell people what they'll find on your board, including who it's for and what problem it solves. Keep it conversational, using sentences to describe your board. Weave keyword terms and phrases into your 500 characters.
  • Cover image: Your Pinterest board cover is a pin. So first, you need to design a pin—for covers, square photos work best. Choose a link for the pin and add an optimized title and description. From there, you can select the pin as your cover.

[Read more: Pinterest Is Betting Big That the Future of Online Shopping Will Be Pictures — Not Words]

Best practices for business Pinterest board

Your Pinterest board should align with your social media marketing plan and include content that meets search intent. Think about your customer journey and add pins for various stages, from awareness to conversion. According to a Pinterest webinar, your pins should help "consumers decide what to do or buy next."

You can also organize your board using sections. However, if you need several divisions, you may be better off building new boards for each subtopic. Sections don't add much to your SEO, whereas each new board provides additional SEO opportunities.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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