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.
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:
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:
"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.
DISCOVER
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
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
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
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!
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? Book a Discovery Call!
Turn Pins into Profits!
We can help you get your products discovered on Pinterest, so that they bring you quality traffic, leads and sales.
Want to know more? Let's chat!
DAVID HERNANDEZ
Chief Marketing Officer
"Mary and team have, by and large, been one of the best agencies I have worked with. Since working with them, we have seen tremendous growth in revenue from this channel and continue to hit milestones and reduce cost per acquisition.
I wouldn't hesitate to recommend working with Mary and her team. You'll see the value of working with them from day one."
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Mary Lumley - Pinterest Marketing for eCommerce & Travel
What is a Pinterest Manager? Top 5 Questions that eCommerce Brands ask us!