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Halstead Bead Pinterest Management & Internal Marketing Strategies Development Case Study

How Pinterest Management Helped to Scale Halstead’s Brand Presence With A Roadmap to Maintain Momentum

Introduction:

Halstead Bead is a reputable jewelry supply company that provides high-quality and ethically sourced supplies to jewelers of all career stages. Their commitment to excellence has made them a sought-after industry advocate who supports burgeoning and established designers building sustainable businesses through their annual Halstead Grant and Jewelry Business Forum. Beyond providing premium jewelry supplies, their in-house writers and a selection of industry-leading guest authors provide valuable information, from jewelry-making tips to industry education and small business tips.

Challenges:

Partnering multiple times as a guest speaker for their Jewelry Business Forum and as a guest judge for the Halstead Grant, we decided to collaborate again to optimize their Pinterest account with an intentional and proven strategy. When we started working together, Pinterest was already a passive traffic driver, demonstrating the compelling nature of the platform’s ability to send traffic referrals by simply having a presence. The challenge was to scale their results and optimize discoverability for key product categories like chains, earwires, and clasps.

The Strategy:

  1. Competitor Analysis

    I analyzed the top accounts and high-ranking Pins of competitor jewelry supply brands on Pinterest to gather insight on top-performing keywords and content.

    • Why this matters:  Identifying what’s working best for the top-performing accounts offering similar products gave us insight into how to creatively adapt these strategies to reflect the unique characteristics that set Halstead apart from comparable brands for improved reach to their ideal customers.

  2. Account Audit

    I identified gaps in their current Pinterest account to focus on Halsteads' top-selling product categories and strategically align their content topics with the distinctive knowledge base they provide jewelry makers to excel in their bench skills and business practices. 

    • Why this matters: Performing this process allowed me to adjust non-optimized boards to be more discoverable for the keywords directly related to the products that drive the most sales and implement more targeted keywords for improved distribution of their Pins.

    • Behind the Scenes Insight

      • Halstead’s products and services should reach their most relevant audience—professional jewelers, hobbyists, and retailers—without wasting resources on untargeted efforts.

      • Detailed keyword optimization, like focusing on “wholesale sterling silver chains” or “jewelry-making supplies,” connects Halstead’s products with customers ready to purchase.

      • Renaming boards to precisely reflect Halstead’s product offering, such as “Jewelry Findings” and adding descriptive board descriptions with relevant keywords, ensured Halstead’s content reached interested jewelers and aspiring creators, turning visibility into conversions.

3. Account Optimization

I conducted in-depth keyword research to align with high-volume user search terms correlated to Halstead’s product offerings and popular interest categories Pinterest refers to for delivering product recommendations, personalization in user home feeds, and related search options.

This allowed me to create new boards or restructure old boards, which is essential for driving awareness to prominent topics for reaching jewelry designers seeking jewelry supplies or jewelry-making tips and to tailor Pins to Halstead’s primary customer personas, including designers, hobbyists, retailers, and students. 

    • Why this matters:  Pinterest searches increased by 48% YoY in 2023, validating the platform's growing importance for discovery. Strategically aligned keyword-rich board names and descriptions maximize discoverability, increasing visibility to Halstead’s target audience.

      Creating Pins based on user interests with relevant keywords enhances its chances of appearing in relevant search results, making it easier for users to discover and engage with their content.

    • Behind the Scenes Insight

      • Impressions increased by 16.52% after implementing keyword-based board renaming and descriptions.

      • Long-tail keywords, such as "silver charm guide for making jewelry," ensure niche, high-intent users find relevant content.

      • Halstead’s optimized boards like “Jewelry Making Supplies” and “How To Make Jewelry” aligned with their product categories and metalsmithing training, increasing outbound clicks by 27.7%.

4. Custom Pin Design

 I designed visually compelling pins to capture users' attention on Pinterest while showcasing popular jewelry supply components with high search intent from jewelry makers. To encourage engagement, I used text overlay with familiar language that directly appealed to Halstead’s target audience of jewelry designers.

    • Why this matters:  Pinterest pins with high-quality images receive 80% more engagement than those without. Visuals are critical to selling jewelry. However, creating designs that consistently inspire, generate interest, and creatively stand out in the feed can be challenging. Creating various attention-grabbing Pin templates to repurpose fosters higher engagement rates and removes overthinking future Pin designs for the in-house marketing team.

    • Behind the Scenes Insight

      • Branded pins with clear CTAs convert 67% more users to clicks or saves.

      • Custom designs improved Saves for Halstead by 13%.

      • Custom pins with actionable text overlay, such as “How to Choose Jewelry Clasps” or “Sterling Silver Chain Guides,” increased Halstead’s Saves and engagements by users to revisit when they are ready to make purchasing decisions.

5. Consistent pinning for two months

We used this time to implement a workflow and pinning schedule to assist the Pinterest algorithm in adjusting to Halstead’s newly keyword-optimized account. This included current best practices and proven strategies to maximize results with a steady flow of activity.

    • Why this matters:  A dip in metrics is typical immediately following an account optimization. It takes three to six months to see results based on the speed of the algorithm’s ability to index and accurately distribute content. Similar to SEO, it takes a moment for new content to get correctly indexed due to an allocation of resources for each account. Once these changes are indexed, Pin delivery returns to normal, and more reliable growth can occur. 

    • Behind the Scenes Insight

      • Accounts pinning consistently see a 50% increase in impressions compared to sporadic posting.

      • Regular activity kept Halstead’s pins visible, boosting user interaction and indexing, increasing engagements by 27.7%.

6. Off-boarding Instructions

 I developed an internal marketing strategy with in-depth details and step-by-step instructions of my proven process tailored to their unique tech stack so that their in-house team could easily continue their Pinterest management and maintain the growth momentum I established.

    • Why this matters:   Let’s be honest. Staying consistent on any platform is critical to brand awareness, increased visibility, engagement, and sales opportunities. Regular keyword-rich pinning keeps content fresh for greater discovery and enhances SEO on Pinterest and search engines. Maintaining a Pinterest presence plus the added benefit of Pins’ long lifespan will drive long-term engagement and traffic to build a sustainable online business. 

    • Behind the Scenes Insight

      • Pinterest users spend 4x more time planning projects on the platform than others, making long-term strategy crucial.

      • Account optimization and two months of Pinterest management boosted Halstead’s total Clicks by 32.8%.

      • By focusing future campaigns on their best-performing content that educates and inspires, Halstead can continue to generate more traffic and conversions efficiently.

Results

After two months, the Pinterest management strategy for Halstead Bead delivered consistent results. It established upward trending momentum that the in-house internal teams can easily maintain with the offboarding strategy I provided.

  1. Outbound Clicks

    By optimizing Halstead Bead's pins with brand-relevant keywords like 'jewelry chains guide,' we drove 27.7% more visitors to landing pages.

    • Why this matters: This provided a seamless buying experience for interested jewelry designers with fewer clicks to find what they need faster.

      • Custom pins like “Perfect Jewelry Project Kits For Hobbyists” resonated with Halstead’s audience by delivering actionable content, leading to more clicks of qualified traffic directly to product pages.

Pinning consistently increased our chances of gaining 50% higher impressions than other competing brands who pin intermittently. This enabled reaching more Pinterest users, who are 2.5 times more likely to buy products than users on other social media platforms.

2.  Impressions

By optimizing Halstead Bead's pins with keywords like 'jewelry chains guide,' we drove 27.7% more visitors to landing pages.

    • Why this matters: Our strategy of targeting niche keywords like 'silver chains guide' enhanced our ability to reach niche audiences. Each impression represented an opportunity to educate new and returning customers.

      • Halstead’s optimized boards and keywords drove a 16.52% increase in impressions, helping their products reach over 5,000 additional users in just two months.

Creating seasonal content such as “wholesale beads to prepare for your holiday season” encouraged users to save pins to shop from their boards later, reinforcing brand recall and increasing repeat engagement.

4.  Saves

Halstead’s custom pin designs boosted Saves by 13%, encouraging users to revisit and put into action a new idea after gathering enough research on Pinterest.

    • Why this matters: Pinterest is a long-term traffic driver; optimized strategies can yield 3x ROI compared to platforms that rely on short-term engagement.

      • Halstead’s optimized pins and keywords will stay discoverable for years after posting, and it will continue to send traffic referrals for continued growth.

Halstead’s custom Pins with compelling visuals and CTAs increased our chances of gaining 80% more engagement than competitors relying on product catalog pins alone.

3.  Engagements

Halstead achieved a 27.7% growth in engagements supported by high-quality images that accurately reflected their products and contextual text overlay that speaks directly to their target audience.

    • Why this matters: Custom pins like “Perfect Jewelry Project Kits For Hobbyists” resonated with Halstead’s audience by delivering actionable content, leading to more engagements to drive qualified traffic.

      • Halstead’s optimized pins and keywords will stay discoverable for years after posting, and it will continue to send traffic referrals for continued growth.

A combination of using the keywords users would use to search for Halstead’s products, language jewelry designers can relate to, compelling imagery, complete account optimization, and consistent pinning, we grew qualified clicks with their content.

5.  Total clicks

Through visually appealing pins like 'earring findings guide,' we engaged customers by providing actionable tips. These interactions translated into higher saves and clicks, with total clicks increasing by 32.8%

    • Why this matters: Seeing an increase in users clicking on your Pins is an informative success metric that informs you that you’re on the right track with your content.

      • Keeping track of top-performing Pins and boards can help inform your strategy in the future to tailor your content and scale your results.

Overcoming Challenges with a Tailored Approach

By focusing on keyword-driven discovery, custom visuals, a consistent pinning process, and a scalable strategy, Halstead Bead successfully addressed challenges small business owners face—limited time, competition, and the need for sustainable growth. Each tactic maximized visibility, attracted qualified traffic, and empowered Halstead’s team to scale their Pinterest presence with minimal stress, showcasing what’s possible for other small business owners in the jewelry industry.

Overwhelmed by Pinterest marketing?

Pinterest’s visual platform attracts over half a million monthly users to browse, gather inspiration, discover new products, and then leave to visit your website to learn more.

It’s not a leap to imagine how Pinterest can increase visibility, traffic, and sales–especially for makers, designers, and small businesses. Success on Pinterest is not automatic and requires a good strategy, which can be time-consuming. Ready to grow your brand without the learning curve or time commitment?