How to Market Your Local Business on Pinterest

Using Pinterest for local business can help you connect with people in your area while also expanding your reach beyond your immediate community. 

If your business offers products that can be shipped or digital services that can be delivered remotely, Pinterest is an excellent tool to attract more customers. But what about businesses that rely on local foot traffic? That’s where strategic Pinterest marketing comes in.

Many local businesses overlook Pinterest because they assume it only works for online stores or global brands. The truth is, when used correctly, Pinterest can help businesses like yours bring in new customers, generate leads, and increase brand awareness in your local market. 

The key is optimizing your presence and making it easy for local customers to find you. Let’s go over exactly how you can make Pinterest work for your business.

One of the top questions I get asked by local businesses is: Can a local business grow on Pinterest?

The short answer? Yes, local businesses can use Pinterest to attract nearby customers. By optimizing your profile with location-based keywords, creating content relevant to your area, and using Pinterest SEO, you can increase visibility and drive both online and in-person engagement.

1. Optimize Your Pinterest Profile for Local SEO

Your Pinterest profile is like your digital storefront. It should tell visitors exactly who you are and where they can find you. For example, if you own Sweet Treats Bakery in Hoboken, you might want to make sure your profile name reflects that. Instead of just “Sweet Treats Bakery,” adding “Sweet Treats Bakery | Hoboken, NJ” instantly tells local customers where you’re located.

The same goes for your bio – keep it specific and engaging. A generic description like “Custom cakes and desserts” might work, but something like “Handcrafted cakes and desserts for weddings and birthdays in Hoboken, NJ” makes it clearer and more location-focused.

Also, don’t forget to claim your website! Not only does this verify your business on Pinterest, but it also helps improve your visibility in searches. And if you’re still using a personal Pinterest account, switching to a business account gives you valuable analytics that can help you understand what’s working and what’s not.

Follow these Pinterest best practices to further optimize your strategy and get better results.

2. Use Local Keywords in Your Boards and Pins

Pinterest SEO is all about using the right keywords so your content appears when people search for something specific. For a local business, this means including “New Jersey” or your specific city in key places like:

• Board Titles & Descriptions – Example: “Wedding Florist in Jersey City | Beautiful Local Flowers”
• Pin Titles & Descriptions – Example: “Where to Buy the Best Cupcakes in Asbury Park, NJ”
• Text Overlay on Pins – Add “NJ” or your city name on your pin image when it makes sense.

Think about what potential customers in your area might search for. If you’re a real estate agent, they might look for “Best Neighborhoods in Montclair, NJ” or “Buying a Home in Princeton, NJ.” These are the types of phrases you want to use in your content.

3. Create Content That Attracts Local Customers

If you want to bring more local traffic to your website or business, your content needs to be relevant to your community. One of the best ways to do this is through a blog.

Why? Because Pinterest loves fresh content, and blog posts give you a reason to create new pins regularly. Plus, if your blog provides valuable local information, it can rank well on Google, too.

Here are some blog post ideas based on different industries:

• Real Estate Agent: “5 Best Neighborhoods to Live in New Jersey”
• Coffee Shop: “Top 3 Must-Try Lattes in Red Bank, NJ”
• Boutique Owner: “Fall Fashion Trends You Can Find in Morristown, NJ”
• Landscaper: “Best Plants for a Low-Maintenance Yard in Somerset County, NJ”

Once you create a blog post, you can make multiple pins linking back to it. Over time, this builds traffic and brand awareness in your local market.

4. Use Pinterest Analytics to See What Works

Pinterest doesn’t give you instant results, but if you stay consistent, you’ll start to see what’s working. Your Pinterest analytics can show:

• Which pins are getting the most clicks
• What content your audience is engaging with
• Where your traffic is coming from

If you notice that a particular pin is doing well, create more content around that topic. For example, if a pin about “Best Coffee Shops in New Jersey” is popular, you could follow up with “Best Coffee for Remote Work in New Jersey.”

5. Encourage Local Engagement

Pinterest may be a digital platform, but you can use it to build real-world connections. Here’s how:

• Promote your Pinterest on your website and social media. Add a Pinterest button to your site and mention it in your Instagram or Facebook posts.
• Encourage customers to follow you. If you have an email list, send a quick note asking people to follow you on Pinterest.
• Ask customers to pin your content. If you run a boutique, ask customers to pin their favorite outfits. If you’re a photographer, encourage clients to save their photos to Pinterest.

The more engagement your pins get, the more Pinterest will push them to new audiences.

6. Consider Pinterest Ads for Local Reach

If you want to speed things up, Pinterest ads allow you to target people in specific locations. This is a great way to make sure your pins get in front of local users who are searching for businesses like yours.

When running an ad, make sure:

• You have a well-optimized profile and website.
• Your ad points to a landing page that encourages action (like booking an appointment or visiting your store).
• Your targeting settings are focused on your local audience.

Wondering if Pinterest followers really impact your reach? Here’s what you need to know.

7. Be Patient and Stay Consistent

Pinterest is not an overnight success platform, but it has long-term benefits. Unlike Instagram or Facebook posts that disappear quickly, Pinterest pins can continue to bring traffic for months and, in some cases, even years.

Here’s how to stay consistent:

• Post new pins regularly (at least a few times a week).
• Keep adding fresh content, whether it’s new products, services, or blog posts.
• Monitor your analytics and adjust your strategy based on what’s working.

8. Advanced Pinterest Strategies for Local Businesses

Rich Pins for More Engagement

Rich Pins automatically pull important details from your website into your pins, making them more useful and clickable. Types of Rich Pins include:

• Product Rich Pins – Show real-time price, availability, and product info, perfect for boutiques and shops.
• Article Rich Pins – Ideal for blogs and service businesses, displaying the headline and description automatically.
• Place Rich Pins – Add maps, addresses, and contact details, helping customers find your business easily.

Noticing a drop in your Pinterest views? Learn what might be causing it and how to fix it.

Geotargeting & Local SEO on Pinterest

Pinterest isn’t location-based like Yelp, but you can optimize your content for local discovery:

• Mention your city and state in pin titles, descriptions, and board names.
• Use Place Pins to tag local attractions or business locations.
• Create seasonal/event boards, e.g., “Summer in Cape May: Best Local Beach Spots.”

Influencer Collaborations & Community Engagement

• Partner with Local Influencers: Work with local bloggers or Pinterest creators to showcase your products. A local fashion boutique could collaborate with a style influencer to pin outfits featuring their items.
• Join Group Boards or Tailwind Community: Collaborate with other local businesses on themed boards, like “Best Eats in Newark.”
• Repin & Engage: Follow local businesses and influencers, comment on popular pins, and share content that aligns with your brand.

Final Thoughts

Local businesses on Pinterest can grow their visibility, website traffic, and even in-store visits with the right strategy. By optimizing your profile, using local keywords, and leveraging advanced Pinterest features, you can attract more customers and expand your brand’s reach.

If you’re just getting started, focus on optimizing your profile and creating high-quality pins. As you grow, consider influencer collaborations, local SEO tactics, and Pinterest ads to expand your reach. Over time, Pinterest can become a key driver of local customer engagement and sales.

Want more Pinterest marketing tips? Follow us for updates, or check out our free Pinterest resources to get started!

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