What is a Pinterest Manager - Pink Header

March 7, 2024

What is a Pinterest Manager? Discover the Top 5 FAQs that eCommerce Brands ask us!

As Pinterest managers, we help online brands from a wide range of industries market their products with Pinterest. Now, you might be wondering, "What exactly does a Pinterest manager do?" and "How can they help my business?" When it comes to deciding whether or not to invest in Pinterest, certain questions come up over and over again. Whether you're considering dipping your toes into Pinterest for the first time or stepping up your game on Pinterest for your online store, you may be asking yourself the same questions. So, we decided to put together a list of the top five questions (and their answers!) that we're asked most often.

Mary Lumley - Pinterest Expert

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What is a Pinterest Manager?

In essence, a Pinterest manager is a specialist responsible for managing Pinterest accounts for brands, businesses, or individuals to build brand awareness, drive traffic to their websites, and/or ramp up sales. They're your Pinterest marketing partner who strategises and optimises your presence on Pinterest to help you reach your marketing goals.

Pinterest Managers require a blend of creative, analytical, and social media marketing skills to effectively use Pinterest as a marketing tool. They need to stay updated with Pinterest's evolving features and best practices to maximise the platform's potential for brand growth. Their activities often include:

  • Strategy Design: Building a Pinterest marketing strategy tailored to the brand's target audience, consisting of organic and paid strategies to maximise visibility, engagement, and conversions. This also includes deciding on the types of Pins to create, topics to cover, and a posting schedule.
  • Pin Creation and Curation:  Designing visually appealing Pins or curating existing content that aligns with the brand's aesthetic and marketing objectives. 
  • Account Optimisation: Ensuring the Pinterest account is fully optimised for search, including using keywords in Pin descriptions, board titles, and profiles to improve visibility in Pinterest search results.
  • Analytics and Reporting: Monitoring the performance of the Pinterest account and specific campaigns using Pinterest Analytics and other tools. This involves tracking metrics such as impressions, clicks, saves, and analysing what content performs best to refine strategies.List Element
  • Paid Advertising: Managing Pinterest ads, including setting up campaigns, targeting the right audiences, budgeting, and optimising ads for performance.

Top 5 FAQs we get asked as Pinterest Managers:

"Will Pinterest work for our online store?"

Pinterest works for many different types of eCommerce brands. Home decor, fashion, fashion accessories, beauty, travel, wellness, sport, health, gardening, food & drinks, parenting are among the most popular categories. Online stores in a wide variety of industries are successful on the platform. How successful you are on Pinterest depends on:

  • The quality of your images and/or videos on Pinterest. Inspirational lifestyle and/or solution-focused content works best.
  • The quality of your website - Pinterest can send you traffic, but the actual conversions happen on your website. How clear is the messaging on your website? How easy is it to take the next step after arriving on your website from Pinterest?
  • Your target audience – Is your target audience active on Pinterest?
  • A coherent strategy – An SEO optimised Pinterest account (Pinterest is a search engine!), clear marketing goals and pre-defined KPIs to measure your success are essential.

"How soon will we see results?"

Patience is a virtue, especially on Pinterest! This is probably one of the hardest things to do on Pinterest. Firstly, it takes a while for the algorithm to learn about your products and your business. It needs time for the creatives, ads and keywords to warm up.

Secondly, the unique consumer behaviour on Pinterest means that conversions can take a while. On average it takes 20 days for a prospect to convert to a customer on Pinterest, but this totally depends on the type of product.

Delayed attribution is high. If you can be patient at the start, you’ll generally see a radical difference after 3 or 4 months. Just like people on Pinterest, successful advertisers plan too!

The conversion timeline is closely tied to the unique customer journey on Pinterest, which typically follows three key stages: Discover, Decide, and Do.

Pinterest Manager explaining Customer Acquisition Journey

DISCOVER

01

Pinterest excels as a top-of-funnel platform, introducing users to new ideas, products, or services. It's the starting point where fresh eyes are captured, and brand introductions begin.

DECIDE

02

Many Pinners are in a planning mindset, meticulously curating their boards. They might not convert instantly, but this is where the seeds of future decisions are sown. Once they decide, these individuals may return to convert if they decide to make a purchase


DO

03

Eventually, plans turn into actions, whether through Pinterest or another channel. Whichever path leads them to the final purchase, there's a strong chance that the initial introduction to your product happened on Pinterest.

So, "How long does it take to start seeing conversions on Pinterest?" The answer is, it varies. It depends on your audience, your strategy, the quality of your website and your product. But the important thing to remember is that it's a journey of discovery, decision, and action. Staying consistent and patient is crucial to see meaningful results.

"What kind of results can we expect to get?"

This is a very tricky question. ROAS (Return On Ad Spend) varies per client and depends on many factors such as image quality, online store experience, industry, product type & price, campaign type & objective. Typically, we generate a minimum average ROAS of 3:1, but often higher. Below are two examples of client success stories, one in the health industry and another in the travel space.

Longterm ROI and Low CPA

Pinterest Manager Results - Graph showing evolution of Pinterest sales

In this first example, we not only increased sales and ROI, we also slashed the Cost Per Acquisition (CPA), outperforming their CPA metrics on other platforms. It’s a showcase of how meticulously optimised campaigns over time on Pinterest can substantially enhance ROI. In the first 8 months we achieved an average CPA of $47 (their target was $75 or lower). Over time, we were able to trim it down to an average of $30, with the current figure even lower. Consistent effort and strategic adjustments paid off with a significant improvement in ROI.

From Inspiration to Reservation!

Pinterest Manager Results for Travel Client

In the second example, we spent 12 months inspiring potential travellers. This strategy paid off as we entered our client's busiest season in Q1/Q2 of the following year. Those who were dreaming up their perfect trips in 2023, started actually booking them in 2024.  In the first two months of 2024, our client's Pinterest booking numbers doubled compared to the whole of 2023! This demonstrates the importance of acknowledging that Pinterest users are planners and leveraging this in our strategy. Learn more about Pinterest for travel brands.

"How much does it cost to advertise on Pinterest?"

There are a few things to consider when thinking about how much to spend on Pinterest ads, such as your budget and your goals. It is important to do some preliminary testing before investing larger sums of money. We generally recommend a minimum ad spend of $50-$100 per day. However, it's possible to spend less and get results. We have built successful campaigns with lower budgets. It totally depends on your objectives and the maturity of your Pinterest account.

"Can we just run paid ads without publishing organic content?"

We generally recommend doing both organic and paid, especially if your account has been inactive for a while or if you're just starting out. If you regularly publish blog articles, organic pinning is a great way to create brand awareness and engagement. Our favourite tool for regular organic publications on Pinterest is Tailwind. When your business is new to Pinterest, publishing organic content is very effective to collect data to guide future paid ad campaigns. Organic posts and paid ads are very complimentary. Learn more about the 4-step process we use to get our clients' products discovered on Pinterest.

Want to know more?

We help product-focused B2C and D2C e-commerce businesses get their store in front of new customers. Whatever stage you're at with Pinterest, we work with you to define the objectives and overall strategic approach that will increase traffic and sales for you. Consistently & Durably.

Want to know more about our Pinterest manager and advertising services? Let's talk! 

Simon Marmot - Chief Marketing, Advertising & Strategy Director

One of the best agency client relationships I have had!

"They developed and designed a suite of ads that solve problems for each target audience to garner clicks and engagement back to our site to deliver sales. Mary and the team were so insightful when it came to Pinterest and it was a pleasure to work with them"

SIMON MARMOT  //  Chief Marketing, Advertising & Strategy Director


Pin for later!

Pinterest Manager smiling and working on laptop

Mary Lumley - Pinterest Marketing for eCommerce & Travel
What is a Pinterest Manager? Top 5 Questions that eCommerce Brands ask us!

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