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hello@heatherfarrisco.com
 I'm Heather, Owner of
Heather Farris Co
Former accountant turned Pinterest
Marketing Consultant helping online
and small businesses grow their
bottom line using Pinterest.
My mission is to empower business
owners to scale their businesses
using Pinterest. We help our clients
create Pinterest strategies to create
more leads, traffic, and sales; while
making their competition irrelevant.
ith a decade of experience using
Pinterest, we know how to use the
platform to help our clients &
students show up in front of new,
cold audiences and convert them to
hot leads and sales.
PINTEREST STRATEGY GUIDE
inside our full-service agency, our
team manages organic and paid
Pinterest strategies, builds funnels,
offers strategy session consults,
creates graphics all while educating
those who are wanting to DIY their
own strategies.
Our team is on top of the latest
trends and algorithm changes within
Pinterest & Tailwind.
In my spare time, I'm a bit of a
foodie, always looking on Pinterest
for new, delicious recipes to cook
that my kids refuse to eat.
| ©2022 HEATHER FARRIS & CO
 The majority (97%) of the top searches on Pinterest are
unbranded... which means the ocean is blue and vast.

- According to a study from Pinterest.

PLANT THE SEEDS FOR

Long-Term Growth
Pinterest is a full-funnel solution which
means from search & discovery all the
way to buying you can meet your ideal
customer on the platform and serve their
needs. Cultivating a Pinterest strategy
starts with getting to know your ideal
customer and how you can better serve
their current and future pain points.
Cultivating a Pinterest strategy starts with
understanding what keywords your
audience is searching for and
incorporating your content delivery into
those. When you get started on Pinterest
you need to start with an optimized
profile. Before you can ever optimize your
profile you need to know how to find
keywords.
Take the most asked questions you get
and search for them on Pinterest. Take
note of what you find including
competitors, keywords used, imagery,
and what the pin links to on the other
side.
Once you have your foundation &
keyword strategy in place you will start
creating images for your content. Don't
be afraid to go off-brand with imagery,
colors & fonts.
Next, you will move onto a scheduling
system using the native Pinterest
scheduler or Tailwind. Get into a
consistent schedule of publishing
content.

Finding keywords starts simply with the
search bar. I encourage all of our
students and clients to start by getting to
know how their ideal customer is
searching for those pain points on the
platform.
Lastly, you will read your analytics to find
out if what you're doing is working or not.
Be sure to do this at least monthly to
really get an idea of where you need to
make tweaks.

PINTEREST STRATEGY GUIDE | ©2022 HEATHER FARRIS & CO

 SAVE FOR LATER

Reference Guide
PINS TO MAKE
1. New blog posts
2. New shop listings
3. Opt-ins
4. Digital products
5. YouTube videos
6. Service pages
7. Tesimonials
8. Guest posts
9. Podcast episodes
10. TpT products
11. Etsy products

VIDEOS TO WATCH
How to find keywords on
Pinterest
How to find keywords on
Google
How to write pin titles
How to write pin
descriptions
How to create pins that
get clicks
How to stay consistent
with a simple workflow
Tailwind scheduling
Reading your analytics

PINTEREST STRATEGY GUIDE | ©2022 HEATHER FARRIS & CO

 GETTING STARTED

The Road Map

STEP ONE
build your foundation
Start with organizing your content & building your strategically
optimized profile with board titles & board descriptions.

STEP TWO
keyword strategy
Start researching your clients most asked questions and their pain
points using the search bar on Pinterest and start pin pointing the
keywords you will use. I like to store mine in my Pinterest System.

STEP THREE
image strategy
Start creating images in a tool like Canva using designs you
create on your own or templates like our Pinterest Templates for
Canva.

STEP FOUR
scheduling system
Decide on a delivery tool like Tailwind for Pinterest or the native
Pinterest scheduler. Each option will bring it's own set of unique
features.

STEP FIVE
analytics
Once per month you need to sit down and read your analytics to
determine if your strategy is working. Look at your impressions vs
clicks to determine effectiveness of images & keywords.

PINTEREST STRATEGY GUIDE | ©2022 HEATHER FARRIS & CO

STEP ONE

Build Your Foundation

When you start a brand new Pinterest I like to tell my clients to bucket their
account you will see on the first page the content and pair that with the questions
ability to create a business or personal and pain points and start finding keywords
account. for each bucket.

Optimizing your new or existing Pinterest
account will take you a few hours. When
you sit down start off by brainstorming your
most asked questions that your ideal
customer is asking and their pain points.
Pair that with the journey they will need to
take to buy your products or services and
begin your keyword research with that.
Ideally, you will build out 3-5 boards for
each bucket of content you create in your
business. This is a good start and you can
layer in more as you grow.
Don't forget to create boards for the entire
journey!

Take note of the pillar keywords you want to

use in a spreadsheet or a document for
quick reference.

PINTEREST STRATEGY GUIDE | ©2022 HEATHER FARRIS & CO

 STEP TWO

Keyword Strategy
A solid keyword strategy is going to be ever-
evolving. You will start with a small set of keywords
and eventually move towards using additional
variations.

The key to keywords is listening to your audience

and watching your competitors.

You will use a mix of the following:

- Common search terms

- Industry keywords
- Geographic (if necessary)
- Pain points
- Parallel

Common search terms will be things that your

audience is searching for that are just common in
nature.

The industry will be phrases and keywords like

"digital marketing"...

Geographic will be used primarily if you are

targeting a location. So the travel industry or
location-specific marketers.

Parallel keywords are similar to your search but not

exactly on topic. For example, if I'm targeting
Pinterest marketing strategy I could also use
growing your blog traffic.
 STEP THREE
Image Strategy
Pinterest images can be tough to crack but
when you start out with the mindset that
you are testing you will be less likely to burn
out.
Begin your image strategy with simple
designs, bold fonts & keywords. Don't go
crazy on expensive designs or templates.
Just start with simple Canva templates.
You can start with your brand colors but I
will encourage you to go off-brand
because Pinterest users don't care much
about brands anyways.
PINTEREST STRATEGY GUIDE
Use a multitude of styles & images. If you
use your own photos thats great too... use a
mixture of different angles to showcase
your products.
I even encourage students to use a mix of
text overlays and images by themselves to
see what people resonate with the most.
This will be highly dependent upon your
niche.
Keep an eye on your impressions and clicks
to see which styles, colors and imagery
your audience is resonating with the most.
| ©2022 HEATHER FARRIS & CO
 STEP FOUR

Scheduling Tools
Scheduling your pins is more or less just a workflow
or system you need to deliver your strategy.

While the scheduling itself can be a strategy in the

beginning focus on consistency.

You have two options from the outset and those

are Tailwind or the native Pinterest scheduler.

I'll be completely transparent... there are others but I

don't use them so I cannot vouch for them.

Start by creating your images for the week in a

batch and loading them into your desired
scheduler one at a time to optimize with
descriptions & titles.

Once you have them in your scheduler set them to

go out one pin per day to all of your relevant
boards for the first week.

If you have additional relevant boards for the next

week you can come back and schedule to those
boards the second week while adding your new
images in and starting the process over again.
STEP FIVE
Reading Analytics
Reading your analytics is vital to your
success. If you are going to be successful
get comfortable with looking at the
numbers.
I'm going to make it easy for you...
Look at your Google Analytics reports
determining which pins sent you traffic.
Take a look at common themes with those
pins.
Are they seasonal?
Which style pin did you use?
How many variations of the same pin
appear in the report?
PINTEREST STRATEGY GUIDE
Now, look at your impressions on Pinterest.
Are your impressions high but clicks low?
Try a new image.
Are your impressions, clicks, and saves all
low? Try a new keyword description.
Take a look at the upcoming month and
plan your pins based on any trends that
may be happening during that timeframe.
Remember pinners are planners and they
are always looking for things in advance so
be sure you are getting your content out in
advance.
| ©2022 HEATHER FARRIS & CO
NEW POST/PRODUCT

Pinterest Workflow
Research & choose up to 5 relevant
keywords

Write your pin titles & descriptions

Create 3 static pins

Create 1 video pin

Publish 1 static pin & the video pin

immediately

Schedule pin 2 & 3 with a minimum

of 7 day intervals
WEEKLY

Pinterest Workflow
Choose 5 URLs from your content
hub for seasonal or upcoming
content. If you don't have seasonal
content then choose 5 URLs.

Repeat steps 1-3 in the new post

section for those 5 URLs.

Pull any content that were pinned

more than 30 days and create new
pins for it to schedule.

Make pins for any "other" content.

Refer to the resources page at the
top for this list of inspiration.

Look at top trafficked pins from your

analytics 10 months ago & add
them to your "pins to make" list. You
may take a moment to freshen the
description or pin title up if they
need it.
MONTHLY

Pinterest Workflow
Analyze Pinterest data for the last
30 days according to Pinterest
System.

Make a list of top trafficked pins or

posts from 10 months ago to start
creating new pins for.

Add least trafficked or engaged

with pins from the last 30 days
back to your list to make new pins
for.

Plan for trends in the next 90 days.

What is coming up that you need to
start preparing for? Do you need
new boards or to optimize existing
boards?
 YOUR NEXT STEPS
Are You Ready
To Get Started?
If you are ready to take this
relationship with Pinterest to the next
level then you need to take a look at
Pin Profit Academy.
Pin Profit Academy is our exclusive
Pinterest membership that will teach
you how to build your foundation,
create images, automate like a boss,
and how to read those dreadful
analytics. I go into all of the topics in
this strategy guide more in-depth so
you can take your strategy even
further. Not to mention deep dive
trainings, monthly q&a calls, private
community, monthly templates &
more.
PINTEREST STRATEGY GUIDE
Inside of Pin Profit Academy you also
get an entire Tailwind Automation
course, a Canva course as well as
an exclusive Google Dashboard,
Pinterest Templates for Canva &
expert trainings.
Our approach to Pinterest is a whole
funnel approach so we even teach
you how to market your products
and landing pages on the platform.
What are you waiting for?! Let's dive
into this journey together.
CLICK HERE TO GET STARTED >>
| ©2022 HEATHER FARRIS & CO