How to Use Pinterest to Drive Traffic and Sales

What if I told you that one of the most underutilized platforms for driving traffic and sales wasn’t Instagram, TikTok, or even Facebook—but Pinterest? Yes, Pinterest. That digital scrapbook you may associate with DIY wedding ideas and quinoa recipes is, in reality, an absolute powerhouse when it comes to converting browsers into buyers. Here’s the kicker: 83% of weekly Pinners make purchases based on content they see from brands.

But here’s where it gets tricky. Using Pinterest effectively as a small business owner requires a blend of strategy, creativity, and a deep understanding of how the platform works. Forget treating it like any other social media channel—Pinterest is a discovery engine, and learning how to harness it could transform your business.

Why Pinterest? Because It's a Conversion Machine

Imagine a window shopper walking into your store after they’ve already fallen in love with a product displayed outside. That’s Pinterest in a nutshell. People come to Pinterest not for mindless scrolling but for purposeful inspiration. They’re planning weddings, redesigning homes, and yes—deciding what to buy next.

Unlike platforms where engagement is often fleeting, Pinterest engagement translates into intent. Think of it this way—your target customer isn’t just "liking" your pin, they’re saving it for later. Pinterest gives you the unique opportunity to engage with audiences while they’re actively looking for products like yours.

The proof is in the data. Beyond that staggering 83% statistic, Pinterest drives 33% more referral traffic to shopping sites than Facebook. That's a big deal.

But how can you, as a small business owner, cut through the noise and get your pins noticed? Let's break it down.

Understanding the Pinterest Algorithm (Spoiler: It’s Your Friend)

A lot of people treat algorithms like villains in their marketing stories. But Pinterest’s algorithm? It’s more like a matchmaker rooting for you to succeed. The platform prioritizes fresh content and consistent posting. This means you don’t need a huge following to start making an impact—you just need to show up regularly with new, engaging pins.

Here’s a quick insider tip: Aim for at least five pins a day. Mix it up between your content (like products or blog posts) and curated content from others. Why? Pinterest loves active contributors who help fuel its ecosystem of discovery.

And don’t underestimate the power of keywords. Pinterest functions like a search engine in many ways. By strategically including relevant keywords in your pin descriptions, boards, and even your profile, you increase the chances of your content appearing in searches. For example, if you’re selling handmade ceramics, sprinkle phrases like “modern ceramic dinnerware” or “handcrafted pottery” into your content.

Finally, work with Pinterest’s tools like Pinterest Trends to see what’s trending in your niche. This is gold for creating content your audience is already searching for.

Designing Content That Resonates

Here’s the biggest misconception about Pinterest—it’s only for visual industries. If you’re thinking, "I sell accounting services, not floral arrangements," stick with me. The key to thriving on Pinterest is understanding that it’s about visual discovery, not just photogenic products.

Start with clean, bold imagery. Tools like Canva make it easy to design eye-catching pins, even if you lack a Photoshop background. Want to take it a step further? Use Rich Pins. These pins automatically pull key details like pricing, availability, or recipe instructions—and they’re proven to boost click-through rates.

Next, think seasonal. Pinterest is inherently tied to planning. People search for summer décor in February and Christmas gift ideas in July. Tailoring your content to align with seasonal trends or Pinterest’s own trend predictions ensures your pins land in front of motivated shoppers.

Promoting Without Overselling

Here’s the challenge every small business faces on Pinterest (and everywhere else): striking the balance between promotion and genuine engagement. The secret? Approach Pinterest as a community, not simply a marketing channel.

For starters, join group boards in your industry—these are collaborative spaces where multiple users contribute pins. It’s a great way to reach a wider audience and build relationships with other creators. Better yet, create your own boards that spotlight your expertise. Are you a coffee roaster? A board called “Latte Art for Beginners” positions you as both a resource and an authority.

And don’t underestimate the power of comments. Show up for others the way you want them to show up for you. Leave thoughtful comments on pins in your niche, and you may find users returning the favor on yours.

Authenticity is what builds trust. And trust is what fuels loyal followers who turn into paying customers over time.

Tracking Your Wins (and Losses)

If you're like most small business owners, you don’t have endless hours to spare on experiments that may or may not pay off. That's why analytics matter.

Pinterest Analytics is your ultimate compass. With it, you can pinpoint what’s working (and what’s flopping). Which pins are driving clicks to your website? What’s generating saves and re-pins? Are some boards outperforming others? Use this data to double down on content that resonates.

Here’s a pro tip—track how Pinterest traffic converts on your website using Google Analytics. Look at which Pinterest visitors are completing purchases, signing up for your services, or spending the most time on your site. This level of insight helps refine your strategy over time.

Staying Ahead of the Game

The marketing landscape changes fast—and Pinterest is no exception. Features like Story Pins and Shopping Pins weren’t around a few years ago. Small business owners who stay adaptive and hungry for what’s next will always have an edge.

My advice? Keep experimenting. Test new features when they roll out. Attend webinars and dig into Pinterest’s blog for the latest updates. The small businesses that win are the ones willing to step out of their comfort zones and try new tactics.

Revamp Your Pinterest Strategy Today

Pinterest might not be trending on Twitter every day, but it’s quietly revolutionizing how businesses grow. It’s time to move past the assumption that this platform is only for craft projects and recipes—it’s a serious engine for sales and traffic, especially for small businesses like yours.

So, what’s stopping you? Your audience is out there, actively searching for solutions, products, and services like yours. Meet them where their inspiration strikes—with a strong Pinterest presence. Revamp your Pinterest strategy today, and watch as those pins turn into clicks, and clicks into sales.