Fine jewelry store in Chico, California
Geralyn Sheridan Designs
Pinterest Management Case Study
How Pinterest Management Increased Brand Visibility for Geralyn Sheridan Designs
Introduction:
Geralyn Sheridan Designs is an eco-conscious fine jewelry brand specializing in unique, handcrafted pieces. The brand is known for its sustainability-driven craftsmanship, with collections featuring bespoke jewelry, including the Ribbon Jewelry and Chocolate Pearls. Geralyn's mission is to provide stunning jewelry that tells a personal story while being mindful of the environment. Geralyn Sheridan partnered with me for strategic Pinterest management to increase brand awareness and drive traffic to her website.
Challenges:
When we started working together, Geralyn’s Pinterest presence was limited, with low engagement and minimal traffic being driven to her website. Given the competitive nature of the sustainable jewelry market, Geralyn needed a platform to showcase her pieces' uniqueness while aligning with her eco-conscious brand values. The goal was clear: increase impressions, engagement, and website traffic by leveraging Pinterest as a discovery tool for her ideal audience.
The Strategy:
Keyword Research and SEO
We identified the best keyword for her products to be discovered through detailed keyword research to ensure that her content appeared in relevant searches.
Why this matters: Small jewelry business owners rely heavily on organic discovery. Pinterest’s search engine operates based on keywords, meaning detailed keyword research is essential to ensure your pins appear in search results to reach people actively searching for what you offer.
Account Optimization
We optimized her Pinterest account with boards strategically aligned with her product offerings for optimal delivery of her Pins.
Why this matters: For small jewelry brands, a well-optimized Pinterest account contains keywords for your products or services to help potential customers easily discover and find exactly what they’re looking for, even if they’ve never heard of your brand before.
Results
Within just 10 months, the Pinterest management strategy for Geralyn Sheridan Designs delivered remarkable results, greatly exceeding our initial expectations:
Impressions: After conducting thorough keyword research and applying the best terms for Geralyn Sheridan Designs (e.g., “bespoke jewelry” and “eco-conscious fine jewelry”), impressions increased by 665%. This large increase highlights the critical role keywords play in making sure your products are seen by the right audience, which can be the difference between being overlooked or discovered.
Engagements: After optimizing the Pinterest boards for Geralyn’s key collections (like the Ribbon Jewelry and Textured Rings, her engagements increased by 175%, indicating that potential customers were finding her products and interacting with them more often.
Total Audience: Expanded by 32%, bringing her content to a wider group of potential customers.
Outbound Clicks: Grew by 83%, directly driving traffic to her website, where users could explore and purchase her jewelry.
Saves: The custom pins created for Geralyn Sheridan Designs led to a 150% increase in saves and a 196% increase in total clicks. This shows that unique, high-quality visuals don’t just attract attention—they drive real action, like clicks and saves, which are critical for turning potential customers into actual buyers.
Total Clicks: By keeping Geralyn Sheridan Designs’ Pinterest profile active with a mix of original content and repins, her total clicks increased by 83%. This demonstrates how staying active and consistent with content helps improve your visibility, making it easier for potential customers to discover your jewelry.
In particular, the Pearl Earrings Jackets and Textured Ring pins performed exceptionally well, driving a large portion of the traffic to her website.
Customer Journey Impact
One of the most significant impacts of this Pinterest strategy was on Geralyn’s customer journey. As the key Pinterest metrics increased, more users visited her website, where they could engage with her custom design services and browse her unique collections. The 83% increase in outbound clicks meant that more eco-conscious individuals were exploring her offerings, moving from awareness to consideration drive conversions.
Creating pins for branded content gave valuable insight into the unique values and aesthetics of Geralyn Sheridan Designs. Visitors then learned about the craftsmanship behind these personalized pieces and how they could create something uniquely theirs. This alignment of content with the customer journey enhanced both the user shopping experience and overall brand engagement.
Ongoing Strategy
Moving forward, we plan to continue optimizing Geralyn’s Pinterest content by:
Creating new pins for upcoming product launches.
Publishing blog content that educates her audience about sustainable jewelry practices, driving more traffic to her website and increasing engagement further.
Continuing to build upon the successful foundation we’ve laid for long-term, sustainable growth.
“Working with Andrea on Pinterest management is a joy. She approaches all aspects of it with excitement and incredibly impressive knowledge. Before working with her, I had no presence at all. She built the structure, developed the strategy, created all the pins and follows up on the analytics to report the progress. The growth has been significant in my brand reaching new audiences and connecting with people who resonate with my creative work and sustainable values. I am excited to continue our working relationship and see continued success.”
3. Custom Pin Designs
We designed visually compelling pins crafted to capture attention while emphasizing the uniqueness of her designs and encouraging clicks to her website.
Why this matters: Visuals are everything when it comes to selling jewelry, and on Pinterest, custom pin designs are your best way to make a lasting first impression. For small jewelry businesses that can’t rely on massive ad campaigns, every pin needs to stand out and effectively showcase your brand’s unique creativity.
4. Consistent Pinning
By pinning a mix of original content and repins, we kept her profile active, which in turn helped with the indexing and distribution of her content.
Why this matters: Small jewelry business owners don’t always have time for daily marketing tasks, but consistent pinning can help your content be seen more often without the need for constant maintenance. By keeping your profile active, Pinterest’s algorithm will continue to index and distribute your content, leading to long-term organic growth.
Implementing a customized Pinterest marketing strategy to optimize her account with keywords relevant to the products she offers led to an overall 6859% increase in the click performance of her pins.
This graph illustrates that most clicks generated on her account at the start of our Pinterest management services were attributed to ‘other pins.’ This is a metric we can’t control. However, as we continued to execute our strategy and began pinning consistently, the number of clicks her account produced were exclusively from the Pins I created for the client.
This increase is a reliable barometer of the effectiveness of our strategy. These numbers reflect an accurate indexing of Geralyn Sheridan’s content and are an exceptional indicator of growth with consistent pinning.
This iterative approach helped us build on successful campaigns to keep driving more traffic.
Conclusion
The Pinterest strategy for Geralyn Sheridan Designs demonstrates the power of a tailored, data-driven approach to Pinterest management. By focusing on sustainable practices and artistic storytelling, we successfully increased brand visibility and drove measurable traffic to her website. The results speak for themselves, with significant growth across all key metrics, proving that Pinterest can be a game-changer for businesses in competitive niches.
Learn how I can help take your Pinterest marketing to new levels
New traffic. New leads.
It all begins with strategy. Leverage Pinterest as a discovery tool for your ideal audience to increase impressions, engagement, and website traffic.
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Pinterest is a long game. Pins usually take 3-6 months to rank, while significant growth typically occurs after consistent pinning and content creation over 6-12 months.
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Yes! Pinterest is not just a social media platform; it's a visual search engine. By optimizing your pins and account with the right keywords, you can improve your SEO and drive organic traffic to your site. Search engines like Google can also index your boards to appear in search results.
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Unlike other platforms, Pinterest uses keywords instead of engagement signals. Users searching for products, inspiration, and ideas can quickly discover your brand with the proper keyword strategy. This makes it an ideal evergreen platform to keep your pins discoverable for years and consistently drive traffic to your website.
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Pinterest Setup Package: Starting at $997, includes full account setup, keyword research, board creation, and interest targeting to build a solid foundation for the delivery of your pins.
Monthly Management Package: Starting at $697/month: It includes daily pinning, content strategy, and board optimization with custom pin creation to consistently grow your account and send qualified leads to your website.
A La Carte Services: Need something specific? I also offer individual services like branded pin templates, board covers, and custom lead magnet designs starting at $197.
