As more businesses hop on the Pinterest bandwagon, you can take advantage of three best practices from the visual web’s most effective social media marketing campaigns:

1. Picture your ideal client

According to author Beth Hayden, you’ll struggle to measure any kind of success with your Pinterest marketing campaign unless you know exactly who you’re trying to reach. If you don’t already have a strong vision of your perfect audience, use personas with nicknames to kick off your brainstorming. Understanding your audience’s wants and needs can lead you to generate exactly the kind of original images

2. Set a measurable business goal

Unless you know how to measure your success, you won’t understand whether your tactics are having any real impact. Just settling for a high follower count isn’t enough, either. According to Leon Cho, you can pick just one or two metrics that really indicate whether your boards make a difference in your business. Sony, for example, measures the number of sales that Pinterest drives to its online store. Chobani measures how many new promoters it can create. Your company could count the number of new affiliate sales you generate, or even the increase in your core website’s traffic during your campaign.

3. Budget time for engagement

If you’re accustomed to traditional marketing channels, Pinterest could throw you for a loop. Instead of hurling a press release over the wall or signing off on an ad campaign that runs for weeks at a time, an effective Pinterest marketing campaign requires both scheduling and dedication. Set aside time to add original content to your boards at times when your target audience is most likely to view and share your images. That often means posting during work hours and later at night. Now that these best practices are in place, let’s take a closer look at how brands like Whole Foods, Oscar de la Renta, and Ben & Jerry’s are successfully marketing on Pinterest and Instagram.