If you’ve been around here for a while, you know I’m a BIG fan of organic marketing and long form content - which means Pinterest. I mean, what's not to love? Unlike other social platforms that focus on building connections over time (which is awesome!), Pinterest brings a refreshing twist. It allows your content to shine in front of people who might not even know you exist yet. Pinterest is a search engine for inspiration and learning. With the right approach, your pins can reach thousands of people looking for exactly what you offer.

Want to make Pinterest work for your business? Of course, you do! But before you start pinning away, let’s make sure you’re avoiding some of the most common mistakes. Think of this post as your Pinterest "pothole prevention" guide. Skip these pitfalls and you’ll be cruising toward brand new leads and customers. Ready? Let’s dive in!

Pinterest Marketing MIstakes by Small Business Owners

Mistake #1: Using a Personal Pinterest account

I know, I know—why would you need a separate business account? After all, platforms like Instagram encourage personal connections. But Pinterest is a different ballgame entirely. A Pinterest Business account is essential if you want to unlock the platform's full potential for your business.

Here’s why a Business account is a game-changer:

Website verification: You can claim your website, which allows you to link pins directly to your site. This means driving traffic, potential sales, and even email sign-ups from Pinterest.
Analytics access: A business account gives you access to Pinterest Analytics, where you can track how your pins are performing, what content your audience loves, and more. These insights are invaluable for fine-tuning your Pinterest strategy.
Access to promoted pins: Want to take things to the next level? Promoted pins let you target specific audiences and put your content in front of the right people.
Early access to features: Pinterest often rolls out new features to business accounts first, so you can stay ahead of the curve.

So, if you’re still pinning from your personal account, it’s time to switch gears. A business account is completely free and will make your Pinterest marketing way more effective.

Mistake #2: Chasing Vanity Metrics Like Views

It’s easy to get caught up in numbers, especially when Pinterest shows you metrics like views and impressions right up front. But here’s the deal: Pinterest is more of a search engine than a social network. It’s not about how many people see your pins; it’s about the quality of the traffic your pins bring to your site.

Here’s why follower counts don’t matter much:

Traffic is king: When it comes to measuring Pinterest success, the traffic your pins generate to your website is what really counts. If a pin gets thousands of views but drives zero clicks to your site, it’s not doing its job.
Search-based platform: Pinterest users don’t have to follow you to see your pins in their feed. They find your content through search queries or recommendations. That’s why keywords (we’ll talk more about this in Mistake #5) are so important.

So, instead of obsessing over how many people viewed your pin, focus on metrics that truly matter, like link clicks, saves, and conversions. Want to see if your Pinterest strategy is working? Check your website analytics for traffic coming from Pinterest. THAT is where the magic happens.

Computer reflecting Pinterest Analytics MIstakes

Mistake #3: Saving content that doesn’t align with your business

I get it—Pinterest is fun! It’s full of recipes, DIY crafts, home decor, and everything in between. But when you’re using Pinterest for business, it’s important to keep your pins focused.

Here’s why you need to align your saved content with your business:

Algorithm influence: Pinterest’s algorithm takes your pinning activity into account to determine who sees your pins. If you’re pinning unrelated content (like smoothie recipes when you run a marketing agency), Pinterest might show your business pins to people who aren’t interested in what you offer.
Brand consistency: Keep your content relevant to your niche to establish yourself as an expert in your field. If you’re a health coach, stick to fitness tips, wellness advice, and nutrition-related content. Pinning off-topic items dilutes your brand message.

Pro Tip: If you still want to save those interior design ideas or dessert recipes, create private boards for them. That way, you can keep your personal interests separate from your business strategy without confusing the Pinterest algorithm.

Mistake #4: Pinning your content once and calling it done

Posting on Pinterest isn’t a “set it and forget it” situation. The platform thrives on fresh content, which means that the more you pin, the better your chances of reaching new audiences. But here’s a little secret: Your content doesn’t have to be brand new every time—just your pins.

How to make the most of your content on Pinterest:

Create multiple pin designs: For each piece of content (blog post, product page, or service), create several different pin designs. Fun fact, for my Pinterest Management clients we typically create 30 pins so we can pin once piece of content daily for a month or every other day for two months!
Pin consistently: Consistency is key on Pinterest. Schedule new pins regularly to keep your account active and give your content more opportunities to get noticed. Tools like Tailwind can help you stay organized.
Repin older content: Don’t be afraid to promote older content again! Just make sure you’re using new images and graphics for your pins. Pinterest sees each new design as fresh content.

By putting a little extra effort into creating multiple graphics and pinning regularly, you’ll be able to stretch your content further and gain more traction on Pinterest.

Mistake #5: Using Pinterest without focusing on keywords

Remember how I said Pinterest is more like a search engine than a social platform? That’s why keywords are essential to your success here. Keywords are what help your pins appear in search results, making it easier for users to discover your content. Want to learn more about keywords? Check out this blog!

Here’s how to leverage keywords on Pinterest:

Use keywords in your pin titles and descriptions: Make sure your pin titles and descriptions are keyword-rich. Think about what your ideal customer would type into the Pinterest search bar and use those terms.
Optimize your boards: Your board names and descriptions should also contain relevant keywords. This helps Pinterest understand the topics you cover and recommend your boards to people who are interested in those subjects.
Take advantage of Pinterest Trends: Pinterest has a “Trends” tool that can show you what people are searching for on the platform. Use this tool to find popular keywords in your niche and incorporate them into your pin titles, descriptions, and boards.

Hot Tip: The most effective way to see results with Keywords? Do the research BEFORE you create the content not just for Pinterest. So research the keywords you will use before you create the blog or video and then use those same keywords in your Pinterest pin titles.

owner of p&W designs working as a Pinterest VA

Are you ready to take your Pinterest Marketing to the next level?

Pinterest can be a fantastic tool for driving traffic, growing your audience, and even making sales. But if you’re making these five common mistakes, you could be leaving a lot of potential success on the table. The good news? All of these mistakes are easily fixable!

Switch over to a Pinterest Business account, shift your focus away from vanity metrics, stay consistent with your content, and make keywords your best friend. Do that, and you’ll be on the fast track to Pinterest success. Want to take that next step towards Pinterest success? Download my FREE Pinterest Quick Start Guide where we dive deep into everything you need to know to get started on Pinterest!

“Remember, it doesn’t take hours a day to see results—just a few strategic minutes can go a LONG way. I can’t wait to see you level up your Pinterest game and watch those leads roll in! Now, what are you waiting for? Go make some magic happen!”

— Julie Wenzlick

Want a full service Pinterest Audit and Optimization to know you are on the right track to grow your reach on Pinterest? That’s where I come in at P&W Designs! Head over to my Pinterest Services page to get a full rundown of the service or fill out the inquiry form to schedule a chat!