Last Updated on February 24, 2023 by Bert-Jan Schilthuis-Ihrig
This one’s for you – the student in the back of the class who wants to raise their and ask “what’s the least time-consuming way to do Pinterest?”
I see you. And you’re actually really smart.
Even if you don’t have time to commit to an entire Pinterest strategy, brands *must* set up a backburner Pinterest strategy to capture passive leads.
Why? Because people are already sharing your content on Pinterest, whether you’ve set up your account or not.
📌 Save for later! 📌
Your Content Is Already On Pinterest
Yep, your content is on Pinterest, whether you put it there or not.
How does this happen?
Users come to your website and… *wedding bells*
They want, nay – NEED to save this so they can find it later.
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So they use the pin-it browser extension to save to their boards.
And just like that *pretends Apple Pencil is a Harry Potter wand* your content is floating around on Pinterest.
If your brand is on Pinterest, too, then that means…
- Your account’s impressions will naturally grow on their own
- Other users will start to see these pins in the Smart Feed
- A snowball effect ensues
Non-negotiable: If you create content on your website, you need to set up your Pinterest account.
…EVEN if you’re not launching a full Pinterest strategy at this moment.
Don’t have the time to do this yourself? Let me handle it with a Pinterest account audit:
Today, it’s just time to lay the foundation.
So where do you start?
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Backburner Pinterest Marketing Strategy
The goal of a backburner Pinterest strategy is to capture existing momentum.
And it all begins with setting up a Pinterest business account.
1. Get A Pinterest Business Account
A Pinterest business account is free and is essential to building a brand on Pinterest.
There are 2 different avenues you can take.
Door #1: Convert your personal account to a business account.
If you already have a personal account, this is a great door to choose. Just remember to move all of your off-brand boards to “secret” (steps here).
Door #2: Start a Pinterest business account from scratch.
And if you already HAVE a Pinterest business account but you haven’t used it in a long time, consider auditing your Pinterest account instead of starting fresh.
Action item: set up a Pinterest business account.
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2. Add Images
Users don’t want to see the blank profile icon staring back at them. Show ’em your pearls! (your smile)
Add these images to your account:
- An account cover photo. Do you have something on-brand from another platform that fits? Maybe your LinkedIn cover photo that’s already made? Don’t leave your Pinterest cover blank
- Your profile picture. Show users your face if you’re able to (it connects better), or if you’re a brand, upload your logo
Action item: add a Pinterest account cover photo and profile picture.
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3. Add Details + Optimize Your Profile (For SEO)
Fun fact: Pinterest is a visual search engine, not a social media platform!
Everything that you publish on Pinterest is discoverable via search, including your profile.
To optimize your Pinterest account, follow these steps:
Identify Your Keywords
What search terms describe your brand best? Here are some examples:
- Blogging tips
- Healthy lifestyle hacks
- Simple craft DIYs
- Parenting advice for toddlers
Think about what terms best describe your brand. Be clear and straightforward with these.
For help finding keywords, read my Pinterest keyword research guide or check out this simple tutorial:
Place Keywords In The Right Places
On your Pinterest account, put keywords in these places:
- Account description (your bio)
- Board names
- Board descriptions
Get a step-by-step guide to setting up your optimized account in my Pinterest business account setup guide.
Action item: add your keywords in the right places using the checklist.
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4. Claim Your Website
A claimed website is essential to your lazy marketing approach. Pinterest won’t distribute your pins as widely without completing this step.
Why? It proves that you own the content you’re creating pins to. Without a claimed website, you could just be some schmuck creating fake pins for Buzzfeed or Beyonce.
And you also get a verification icon on your profile which helps build credibility with users:
By completing this step, all pins saved from your website will be tracked back and credited to your account. It’s like magic!
Here are the steps:
Action item: claim your website and any subdomains that you have.
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5. Create 5 Boards
When someone lands on your account, they’ll take a look around to see what kind of content you create.
Namely, they’ll look at your bio, account cover and your boards.
Follow these steps:
- Think of your 5 biggest content buckets or topics
- Create 5 boards reflecting these
- Then add a description to each board that uses related keywords and expands on the topic slightly
Here’s an example:
- Board name: Pinterest Marketing Tips
- Board description: Looking for the best Pinterest marketing tips? Use these checklists, guides and hacks from Writing From Nowhere to help
Keep it simple!
Finding keywords can be a lot work. For a faster way to discover the best performing ones, consider a keyword tool such as Pin Inspector.
Action item: make 5 boards and give them names and descriptions related to your content.
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6. Add Pinterest To Your Website
Now that your Pinterest account is set up, you should be actively encouraging your website readers to save your content to their Pinterest boards.
Get a plugin like Grow by Mediavine (what I use) and add it to your:
- Services pages
- Blog posts
- Product pages
- Freebie pages
Bonus points if your share plugin counts the number of social shares for you. Then you can peek in on your content and see how many shares have accumulated!
Action item: add a social share plugin to your website so that readers are encouraged to share content on Pinterest.
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Pinterest followers will come with due time, but you should actively shepherd some in when you set up your account.
Ask people to come follow your Pinterest account on:
- Friends and family
Get copy-paste scripts for all of these suggestions in my Pinterest sharing guide.
Action item: spend 30 minutes and ask your entire network to follow your Pinterest account.
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Here’s your checklist to completing your backburner Pinterest strategy:
- Pinterest business account
- Add your images
- Add account details
- Claim website
- Create 5 boards
- Add Pinterest to your website
- Share your Pinterest account
When the day comes that you feel ready to dive into your Pinterest marketing hardcore, you’ll be thankful that you set up this backburner Pinterest strategy.
You’ll have capitalized on the inevitable process of readers sharing your content to their Pinterest boards and grown Pinterest impressions, clicks and followers on autopilot.
Always here rooting for you.
Now go get your lazy backburner Pinterest strategy on.