What is a Pinterest Specialist?

I. Introduction

Pinterest has evolved far beyond a simple image-sharing site. Today, it stands as a powerful visual discovery and search engine where millions of users are actively looking for inspiration, products, and services. For businesses, this means that a well-optimized Pinterest presence can be a game-changer for driving website traffic, increasing brand visibility, and boosting sales. As the platform's importance in digital marketing continues to rise, so has the demand for professionals who possess deep expertise in this specific channel. This article will define what a Pinterest specialist is and explain the critical roles they play in supporting a brand's growth.

II. Definition: What Is a Pinterest Specialist?

A Pinterest specialist is a digital marketing professional who focuses exclusively on helping businesses grow their presence, reach, and performance on the Pinterest platform. Unlike a general virtual assistant (VA) who may handle a variety of administrative tasks, a Pinterest specialist is a dedicated Pinterest expert with an advanced understanding of the platform's unique algorithm, tools, and best practices.

A Pinterest specialist can work in a number of capacities, including as a freelancer, an in-house employee for a company, or as part of a larger digital marketing agency. Regardless of their employment structure, their role is to provide strategic guidance and tactical execution to ensure a client's Pinterest account is a high-performing asset that drives tangible business results.

III. Core Responsibilities of a Pinterest Specialist

The responsibilities of a Pinterest specialist go beyond the basic tasks of Pin design and scheduling. Their work is a blend of strategy, creativity, and data analysis.

A. Strategy Development 

A specialist begins their work by creating a comprehensive plan of action. This involves:

• Researching target audiences and trends: They conduct in-depth research to understand who the client's ideal audience is, what they are searching for on Pinterest, and what keywords and topics are currently trending in their niche.

• Building a customized strategy: They develop a Pinterest marketing strategy that is specifically tailored to the client's business goals, whether those are to increase blog traffic, grow an email list, or drive product sales.

• Integrating Pinterest into a broader strategy: They ensure the Pinterest strategy works seamlessly with the client's other marketing efforts, such as their blog content calendar, email funnels, and social media campaigns.

B. Pinterest SEO and Keyword Optimization 

A Pinterest SEO professional understands that the platform is a search engine first and foremost. Their expertise in optimization is a key differentiator. They are responsible for:

• Conducting in-depth keyword research: They use a variety of tools and methods to identify high-volume, relevant keywords for a client's business.

• Optimizing content for search: They write keyword-rich Pin titles, descriptions, and board names, as well as an optimized profile bio to ensure the client’s content is discoverable by their target audience.

• Leveraging Pinterest's algorithm: They understand the signals that Pinterest's algorithm uses to rank content and create strategies to improve a client's visibility and reach.

C. Pin and Content Creation Oversight 

While a specialist may not always be the one designing every single Pin, they oversee the creative process to ensure quality and consistency. They are responsible for:

• Directing or collaborating on design: They can either design the Pins themselves or provide a clear creative brief to a designer, ensuring Pins are visually appealing and on-brand.

• Creating content calendars and campaign plans: They plan out what Pins will be created and when they will be published, often tying them to seasonal trends or product launches.

• Ensuring Pins follow best practices: They ensure all Pins are created to Pinterest's specifications regarding design, file size, aspect ratios, and branding to maximize performance.

D. Scheduling and Publishing Strategy 

A specialist's work is methodical and planned. They:

• Use professional tools: They are proficient in using professional scheduling platforms like Tailwind or Pinterest's native scheduler to automate the publishing process.

• Determine optimal posting times and frequency: Based on analytics and audience research, they establish the best times and frequency for pinning to maximize engagement and reach.

• Manage content rotation: They develop a strategy for consistently publishing fresh content while also periodically re-sharing evergreen (timeless) Pins to get continued traffic.

E. Analytics, Reporting, and Optimization 

A specialist is data-driven. They track and analyze performance to ensure the strategy is working. This includes:

• Tracking key performance metrics: They monitor metrics such as impressions, saves, outbound clicks, and conversions to measure the success of their campaigns.

• Creating performance reports: They provide regular, comprehensive reports to the client that show the growth and performance of their Pinterest account.

• Making data-driven recommendations: Based on their analysis, they make recommendations for improvements, such as which content to create more of, which Pins to update, and which boards to optimize.

F. Ad Campaign Management (Optional but Common) 

For clients who want to accelerate their growth, a Pinterest specialist often has the skills to manage paid campaigns. This includes:

• Running and optimizing Pinterest Ads (Promoted Pins): They create and manage paid ad campaigns to drive traffic, leads, or sales.

• A/B testing: They conduct tests on different creatives and copy to find what resonates best with the target audience.

• Monitoring ROI: They track campaign performance and return on investment to ensure the client's ad spend is effective.

A Pinterest specialist is a digital marketing professional who uses their expertise to help businesses grow on Pinterest by developing and implementing data-driven strategies. They are well-versed in Pinterest's unique algorithm and focus on driving traffic, boosting sales, and increasing brand visibility.

Check out our related articles:

• How to Become a Pinterest Specialist

• How Much Can You Earn as a Pinterest Specialist? 

• What is a Pinterest specialist? 

• Pinterest Specialist

IV. Skills and Tools a Pinterest Specialist Uses

To excel in their role, a Pinterest specialist must possess a specific blend of creative, technical, and analytical skills. They also rely on a core set of tools to execute their strategies and track performance.

A. Key Skills 

• Visual Branding and Content Strategy: A specialist understands how to create Pins that are not only visually appealing but also align with a client's brand identity. They can design content that resonates with the target audience and converts them into customers.

• Pinterest SEO and Trend Tracking: They are a Pinterest SEO professional, expert at keyword research and optimization. They constantly monitor Pinterest's trends dashboard to create timely and relevant content that gets seen by a wider audience.

• Analytical Thinking and Data Interpretation: A specialist doesn't just post content; they analyze its performance. They can interpret data from Pinterest Analytics to understand what's working and make data-driven decisions to optimize the strategy.

• Communication and Client Reporting: They can clearly communicate complex data and strategic recommendations to clients through comprehensive reports and regular check-ins.

• Project Management: They are skilled at managing multiple projects and timelines to ensure consistent and timely delivery of services.

B. Common Tools

• Tailwind and Canva: These are essential for Pin scheduling and design. Tailwind helps automate the posting process, while Canva is the industry-standard for creating professional graphics. Some specialists also use Adobe Creative Suite for more complex designs.

• Pinterest Trends and Pinterest Analytics: These official Pinterest tools are used for keyword research and performance tracking. They provide crucial data for developing a strategic content plan.

• Google Analytics: This tool helps a specialist understand how Pinterest traffic is impacting a client's website, allowing them to track conversions and sales.

• Trello, ClickUp, or Airtable: These project management tools are used to organize content calendars, track tasks, and manage client workflows efficiently.

V. Pinterest Specialist vs. Pinterest Manager vs. Pinterest VA

While these roles may seem similar, their scope and focus differ significantly. The key distinction lies in the level of responsibility, expertise, and strategic involvement.

Role                           | Focus                                 | Skill Level      | Responsibilities

-----------------------------|------------------------------------|--------------------|-----------------------------------------

VA                              | Task execution                   | Beginner        | Pin design, scheduling, basic SEO

Manager                    | Implementation + oversight| Intermediate  | Strategy execution, reporting, content

Specialist                   | Strategy + analytics            | Advanced      | SEO, analytics, growth strategy, ads

A Pinterest VA (virtual assistant) is a great option for businesses that need help with the day-to-day work but have a strategy in place. A Pinterest Manager takes a more comprehensive approach, often developing the strategy as well as executing it. A Pinterest specialist, however, is a true Pinterest marketing specialist who provides advanced strategic planning, in-depth analysis, and expert guidance on complex topics like paid advertising.

VI. Who Should Hire a Pinterest Specialist?

Hiring a Pinterest expert is a significant investment that is most beneficial for businesses that are ready to scale their Pinterest marketing efforts.

• Established bloggers who have consistent content and want to drive more targeted traffic to their site.

• E-commerce brands with a strong product line and a visual presence. They can leverage a specialist to turn Pins into direct sales.

• Course creators and digital educators who want to generate qualified leads for their offerings. A specialist can create a funnel that attracts their ideal audience on Pinterest.

• Businesses that want to implement Pinterest Ads effectively and need a professional to manage their ad spend and track ROI.

• Businesses not seeing results from their DIY efforts or from working with a VA. A specialist can diagnose the issues and create a new strategy for growth.

VII. Benefits of Working with a Pinterest Specialist

Working with a Pinterest specialist offers advantages beyond what a basic VA can provide. They are focused on creating a high-performing, long-term asset for your business.

• More Targeted Traffic: A specialist’s expertise in Pinterest SEO ensures your content reaches the right audience, driving high-quality traffic that is more likely to convert.

• Improved Engagement and Follower Growth: Through consistent, data-driven content, a specialist can help grow your following and increase saves and clicks on your Pins.

• Higher Conversion Rates: By optimizing your Pinterest funnel from Pins to landing pages, a specialist can increase the number of users who become subscribers, leads, or customers.

• Stronger Brand Visibility: Pinterest content has a long lifespan. A specialist’s work builds an evergreen presence that continues to drive traffic to your brand long after a Pin is published.

• Better ROI: For both organic and paid efforts, a specialist can help you get a better return on your investment by focusing on what works and eliminating what doesn't.