What is a Pinterest Strategist? An In-depth Guide to a Modern Marketing Role 

Introduction

In the vast and ever-evolving landscape of digital marketing, a new kind of specialist has emerged, combining creative flair with data-driven strategy. This is the Pinterest strategist. While many people think of Pinterest as just another social media platform for sharing recipes and home decor ideas, it's actually a powerful visual search engine that can be a game-changer for businesses.

This article will provide an in-depth and extensive look into the role of a Pinterest strategist. We'll explore what they do, why they are essential, and how they drive long-term, sustainable growth for brands. This guide is for business owners, marketers, and content creators who are ready to unlock the full potential of Pinterest.

Understanding Pinterest as a Marketing Platform

To appreciate the role of a Pinterest strategist, you must first understand the platform itself. Unlike traditional social media platforms such as Facebook or Instagram, where the focus is on a user’s immediate network and fleeting updates, Pinterest operates as a visual discovery engine. Users come to Pinterest with a specific purpose to find ideas, get inspired, and plan for the future. They are actively searching for solutions, products, and information.

This distinction is crucial. While a user on Instagram might casually scroll through a feed, a Pinner is often in "ready-to-act" mode. They are looking for a new hairstyle, a wedding theme, or a recipe for dinner. This makes the platform an incredibly powerful tool for attracting qualified traffic and potential customers. The content, known as Pins, has a long shelf life, often referred to as "evergreen." A well-optimized Pin can continue to drive traffic to your website for months or even years after it's been published.

Definition: What Is a Pinterest Strategist?

A Pinterest strategist is a marketing professional who specializes in harnessing the power of Pinterest to achieve a brand's business goals. Their core mission is to help brands grow their visibility, website traffic, and sales by creating and executing a comprehensive, data-driven strategy.

They are far more than just a "Pinterest manager" who handles daily posting. A strategist looks at the bigger picture. They analyze a business's objectives and audience to build a long-term plan that integrates with the brand's overall marketing efforts. Their work is a continuous cycle of research, implementation, and analysis, always adapting to get the best possible results.

What Does a Pinterest Strategist Do?

The responsibilities of a Pinterest strategist are multi-faceted and require a unique blend of creative and analytical skills. They can be broken down into the following key areas:

A. Strategy Development

This is the foundational work of a strategist. They don't just start pinning; they first identify a brand's specific business goals and key performance indicators (KPIs). This could be anything from increasing website traffic and generating leads to boosting e-commerce sales or building brand awareness. Based on these goals, they create a customized Pinterest marketing strategy that outlines the content plan, target audience, and key metrics for success.

B. Audience & Keyword Research

As a search engine, Pinterest relies heavily on keywords. A Pinterest strategist is an expert in "Pinterest SEO," which involves more than just finding popular search terms. They delve deep into user behavior to understand how the target audience thinks and searches. This includes:

• Keyword Discovery: Using tools like Pinterest Trends and the search bar's guided search, they find the exact keywords and phrases that Pinners are using.

• Profile and Board Optimization: They ensure the brand's profile, board titles, and board descriptions are all optimized with relevant keywords to improve discoverability.

C. Content Planning & Creation

Pinterest is a highly visual platform, and a strategist knows that a compelling Pin is the key to success. They oversee the creation of a variety of Pin types, including:

• Static Pins: Eye-catching, high-quality vertical images that link back to a website.

• Video Pins: Short, engaging videos that can quickly capture a user's attention in their feed.

• Idea Pins: Multi-page Pins that can function as mini-blog posts or tutorials, providing a more immersive experience. They also write keyword-rich titles and descriptions for each Pin to maximize its visibility in search results.

D. Scheduling & Automation

Consistency is vital on Pinterest. A strategist uses scheduling tools like Tailwind or the native Pinterest Scheduler to create an optimized posting schedule. This ensures a steady stream of fresh, relevant content is being published at the times when the target audience is most active.

E. Analytics & Performance Tracking

The work of a strategist doesn’t end once the Pins are published. They are constantly monitoring performance. This involves:

• Interpreting Pinterest Analytics: They analyze key metrics such as impressions, outbound clicks, and saves to see which Pins and boards are performing best.

• Integrating with Google Analytics: They connect Pinterest data with Google Analytics to track how much traffic Pinterest is driving to a website and, most importantly, what that traffic is doing once it arrives (e.g., conversions, sales). Based on this data, they adjust and refine the strategy to continuously improve results.

F. Trend Monitoring & Platform Updates

The digital world is always changing, and Pinterest is no exception. A skilled strategist stays on top of the latest algorithm changes, new features, and trending topics. They leverage this knowledge to keep the brand's content relevant and ahead of the curve. This could mean incorporating new Pin types, adapting to changes in the "Smart Feed" algorithm, or creating content around seasonal trends like "Back to School" or holiday shopping.

Check out our related articles:

• What is a Pinterest Strategist? An In-depth Guide to a Modern Marketing Role 

• Top Skills Every Pinterest Strategist Should Have 

• Pinterest Strategist vs. Pinterest Manager: Understanding the Difference for Your Business 

• Pinterest Strategist

V. Who Needs a Pinterest Strategist?

In today's competitive digital landscape, any business aiming for substantial online growth through visual discovery can benefit immensely from the expertise of a Pinterest strategist. However, certain types of businesses tend to see particularly significant returns:

• E-commerce Brands: For businesses selling physical products, Pinterest is a goldmine. Pinners often use the platform to research purchases, create wishlists, and find inspiration. A strategist can optimize product pins, create shoppable boards, and drive high-intent traffic directly to product pages, leading to increased sales and conversions.

• Bloggers and Content Creators: Pinterest is a powerful traffic driver for blogs and websites offering valuable content. A strategist can design visually appealing graphics for blog posts, optimize them with relevant keywords, and strategically distribute them to reach a wider audience, resulting in increased page views, ad revenue, and lead generation.

• Coaches and Digital Product Sellers: Coaches, consultants, and creators of digital products like e-books, courses, and templates can leverage Pinterest to build brand authority and attract their ideal clients. A strategist can create compelling Pins that highlight expertise, promote free lead magnets, and drive traffic to landing pages, ultimately growing their email lists and sales funnels.

• Service-Based Businesses (Especially those targeting women or visual-first niches): While seemingly less direct, service-based businesses, particularly those in visually-driven industries like interior design, event planning, and fashion, can thrive on Pinterest. A strategist can showcase portfolios, share valuable tips, and create aspirational content that attracts potential clients and establishes them as industry leaders. Businesses targeting a predominantly female audience also often find Pinterest to be a highly effective platform due to its strong female user base.

VI. Skills and Qualifications of a Good Pinterest Strategist

A successful Pinterest strategist possesses a diverse set of skills and qualifications that go beyond basic platform usage:

• Experience with Pinterest Marketing Tools: They are proficient in using various Pinterest tools, including the native analytics dashboard, Pinterest Trends, and third-party scheduling and analytics platforms like Tailwind. They understand how to leverage these tools for research, scheduling, and performance tracking.

• Understanding of SEO and Keyword Research: A strong grasp of search engine optimization (SEO) principles and keyword research is crucial. They know how to identify high-volume, relevant keywords and strategically incorporate them into profiles, boards, Pin titles, and descriptions to maximize discoverability within the Pinterest search engine.

• Design Skills (Canva, Photoshop, etc.): The ability to create visually appealing and on-brand graphics is essential. While they may not always be a professional designer, a good strategist is skilled in using design tools like Canva or Adobe Photoshop to create engaging and click-worthy Pins in various formats (static, video, Idea Pins).

• Analytical Mindset and Data Interpretation: A Pinterest strategist is data-driven. They can analyze performance metrics, identify trends, and draw actionable insights to continuously refine their strategies and improve results. They understand how to interpret data from Pinterest Analytics and integrate it with website analytics (e.g., Google Analytics).

• Strong Copywriting and Branding Knowledge: Crafting compelling and keyword-rich Pin titles and descriptions is vital for attracting clicks and conveying brand messaging. A strategist understands how to write persuasive copy that resonates with the target audience and aligns with the overall brand voice and identity.

VII. Pinterest Strategist vs. Pinterest Manager: What’s the Difference?

While the terms are sometimes used interchangeably, there's a distinct difference between a Pinterest strategist and a Pinterest manager:

• Pinterest Strategist = Planning and Optimization: A strategist focuses on the "why" and the "what." They are responsible for developing the overarching Pinterest marketing strategy, conducting in-depth research, identifying target audiences and keywords, planning content themes, and analyzing performance to optimize for long-term growth and achievement of business goals.

• Pinterest Manager = Implementation and Maintenance: A manager focuses on the "how" and the "when." They are responsible for the day-to-day execution of the strategy. This includes tasks like creating and scheduling Pins, managing boards, engaging with comments, and ensuring the consistent implementation of the strategic plan.

While both roles are crucial for a successful Pinterest presence, they require different skill sets and focus on different aspects of the marketing process. A strategist lays the foundation and provides the roadmap, while a manager ensures the plan is effectively carried out. Ideally, a comprehensive Pinterest marketing effort involves both strategic planning and consistent management, although in some cases, one individual or agency might handle both roles.

VIII. How to Choose the Right Pinterest Strategist

Selecting the right Pinterest strategist is a critical decision that can significantly impact your marketing success. Consider the following factors:

• Portfolio and Case Studies: Review their portfolio and case studies to see examples of their previous work and the results they've achieved for other clients. Look for examples that are relevant to your industry and demonstrate a clear understanding of Pinterest best practices.

• Industry Knowledge: While not always mandatory, a strategist with experience in your specific industry or niche may have a deeper understanding of your target audience and competitive landscape.

• Client Testimonials and Reviews: Check for testimonials and reviews from past clients to gauge their professionalism, communication skills, and the satisfaction of their previous partners.

• Alignment with Your Brand Vision: Ensure the strategist understands your brand values, aesthetic, and overall marketing goals. They should be able to develop a strategy that authentically represents your brand on Pinterest.

IX. Examples of Results a Pinterest Strategist Can Deliver

A skilled Pinterest strategist can deliver tangible and significant results for your business:

• Traffic Increases: They can drive a substantial increase in qualified traffic to your website or blog, leading to more opportunities for conversions and sales.

• Growth in Email Subscribers: By strategically promoting lead magnets and opt-in offers on Pinterest, they can help you grow your email list, a valuable asset for long-term marketing efforts.

• Boost in Product Sales or Sign-Ups: For e-commerce businesses and those selling digital products or services, a well-executed Pinterest strategy can directly contribute to increased sales and sign-ups through optimized product pins and targeted campaigns.

• Real Client Examples or Case Study Summaries: Look for strategists who can provide concrete examples of how they have helped businesses similar to yours achieve specific results, such as a X% increase in website traffic from Pinterest within Y months, or a Z% boost in product sales attributed to their Pinterest strategy.

X. Common Myths About Pinterest Strategy

Despite its proven marketing power, several misconceptions about Pinterest persist:

• "Pinterest is only for recipes and DIY": While these are popular categories, Pinterest has a vast and diverse user base interested in a wide range of topics, including fashion, beauty, travel, business, technology, and more.

• "It’s just about pretty images": While visual appeal is important, a successful Pinterest strategy goes far beyond aesthetics. It requires strategic keyword research, optimized descriptions, consistent posting, and ongoing performance analysis.

• "Pinterest doesn't drive real traffic/sales": This is a significant misconception. For businesses with a visually appealing product or service and a well-defined strategy, Pinterest can be a highly effective channel for driving qualified traffic that converts into leads and sales.

By understanding the true potential of Pinterest and the expertise of a skilled Pinterest strategist, businesses can unlock a powerful avenue for growth and connect with a highly engaged audience actively seeking inspiration and solutions.