Pinterest Marketing: It's All About the Customer

We are constantly being told how amazing Pinterest can be for businesses selling physical products. So we asked our San Francisco Chapter co-leader and social media consultant extraordinaire Caitlin of Little Farm Media to share what she thinks is the core strategy to successful pinning for business.

This post is also part of Megan Auman's blog tour in support of her Pinterest Marketing for Makers & Designers course on CREATIVELIVE which airs live and free December 6 from 9am-4pm. We are thrilled to be part of it as we've really enjoyed Megan's previous classes (read our earlier blog post on her Selling Your Products to Retailers course). 


Everyone told you that your small business should be on Pinterest. You started a business account, verified your website, and pinned all your products to a board. After an initial burst of followers, your account hasn't seen any action. I guess your business isn't suited for Pinterest, right? Wrong.

As a social media consultant at Little Farm Media, I hear about the Pinterest struggles of small businesses all the time. The trick to making your business Pinterest page a success is to take yourself out of the equation. Stop pinning what interests you and start pinning what your customers want to see. Once you have a better understanding whom your customer is, it will become MUCH easier (and even a little fun) to create boards and fill them with relevant pins.  Kari Chapin has a good list to get you started.

  • What gender are they?

  • How old are they?

  • What is their family life like?

  • What kind of job do they have?

  • What do they do for fun?

  • What would they be doing on a fun weekend?

  • What do you think their home looks like?

  • How do they dress on an average day?

  • What makes them feel special?

  • What do they worry about?


Let's take a look at a couple of small businesses with a deep understanding of who their customer is. Our first pinner is Freshly Picked, a baby moccasin designer with almost 50,000 followers. Freshly Picked has 56 boards on their Pinterest page. Want to know how many boards are dedicated exclusively to their moccasins? One. That's it. If customers are interested in looking at baby moccasins, they will go directly to Freshly Picked's website. Freshly Picked knows their demographic is hip moms who are expecting or have recently had a baby. Their boards include subjects such as maternity style, nursery decor, baby shower ideas, birthday party themes, nursery decor, kid crafts, toys, and gift ideas for Mother's Day and Father's Day. 

1. 2. freshly picked moccasins 3. wrenandrumor : etsy 4. fairyofcolor : etsy 5.

1. 2. freshly picked moccasins 3. wrenandrumor : etsy 4. fairyofcolor : etsy 5.


Another popular designer is Megan Auman. She is a metalsmith and jewelry designer, with over 23,000 followers. Out of the 93 boards she created, she has absolutely ZERO that are solely dedicated to her jewelry. Yep, zero. If people want to see her collection they can look at her website. Megan Auman understands that women who buy her jewelry are design conscious in all aspects of their life. Her boards include subjects such as: interiors, fashion, shoes, ceramics, typography, accessories, art, and travel. She does have jewelry boards where her pieces are mixed in, but she includes other jewelry brands that her customer might find interesting as well.

In order to find the perfect images that will attract your target customer, you need to be very selective about who you follow. You can follow your Aunt Mildred on your personal Pinterest page and be flooded with her spinach dip recipes. Don't clog up your business Pinterest feed with images that are irrelevant. Consider following specific boards as opposed to the entire account. This will keep you on target and you will be able to pin more efficiently. 

1. 2. lookbookstore.hardpin.jpg 3. 4.

1. 2. lookbookstore.hardpin.jpg 3. 4.

Happy pinning!

Caitlin Bacher is owner of Little Farm Media and the co-leader of the Academy of Handmade San Francisco Chapter. Little Farm Media offers social media consulting for creatives. Read more about their social media tips on

You can learn more about marketing on Pinterest with Megan Auman's course, Pinterest Marketing for Makers & Designers on CREATIVELIVE. Watch for free on December 6 from 9am-4pm.