Have you ever noticed how Pinterest has always had a reputation of a social network used only by women, only to share recipes and wedding ideas? What many don’t realise is that it is a super-powerful marketing platform. Seriously, when it comes to influencing social media users’ purchasing decisions, Pinterest is second only to Facebook. There are many other advantages of using Pinterest for business, such as increasing your reach, find new audiences, and making the number of visits to your website sky-rocket. Trust me on this – if you still haven’t started using Pinterest to promote your business, you should start right now.
So, stick with me here while I show you the ropes
#1 Opt for the Business Account
Pinterest business accounts have a lot to offer – from profile covers to paid ads and analytics. As they offer a lot more features than regular account, I suggest that you start with them.
Creating a Business Account
To create a business account, follow these steps:
1. Go to Pinterest and click “Sign Up”. Then, at the bottom of the form, select “Create a business account”.
2. Enter your information and submit. There you go, your account is ready.
Converting Personal into Business Account
If you already have a Pinterest account and want to keep using it, I’d recommend converting it. It’s a simple process, and you won’t lose any of your old pins and boards. Here’s what you need to do:
1. Log into your personal account and go to Pinterest Business homepage
2. Click “Convert your existing account”
3. Fill in the information and submit. Your Pinterest account is now for business.
#2 Build up Your Profile
Just like with other social media networks, if you want to make it on Pinterest, you have to fully optimize your profile. This is especially true for business accounts. When using Pinterest for Business, everything on your profile should reflect your brand. There are several things you should pay attention to:
- Your Business name: The best option is to use your brand name.
- Profile Picture: If you have a business logo, you should use it as your profile picture. If not, another good option is a professional headshot
- Description: This is a great place to tell your audiences what your company is all about. Make sure to add several important industry keywords as well.
- Add the link to your website and any other information that you think important.
#3 Verify your account
Verifying your account has lots of benefits. Most importantly, your account will be seen as trustworthy, and a link to your website will be shown on the banner. Here is the simplest way to do it.
1. Open the menu in the upper-right corner and choose “Settings”.
2. In the “Claim” tab, enter your website URL and click “Confirm Website”
3. A pop-up will appear with a code for you to copy. Add the code your website’s <head>. Save those changes.
4. Go back to Pinterest and click “Finish”
#4 Optimise your boards
You want to have an organised profile on Pinterest, as it will make it easier for your prospects to find their way around. Also, bear in mind that Pinterest is a very aesthetical platform, so do your best to make it more visually appealing for your potential customers.
- When you create boards, you should pay attention to their names. Try to guess what your prospects will search on Pinterest. All your boards should have clear and SEO-friendly titles.
- Categorize your boards, that way your followers will find them more easily. Lots of Pinners search Pinterest by board categories, and if your boards are under the pre-defined “Other” category, your chances of showing up in search results are very low.
- Write board descriptions. Give a brief summary of what you are going to pin on that board. Use keywords and hashtags, and your visibility will improve.
- Board covers – I have already mentioned how important it is to have a visually impressive profile. For each board, either design a cover from scratch or use the most beautiful (but also relevant) of the already-existing pins.
#5 Create Lots of Pins
Once you have set up the boards, you can start having fun! There are so many things you can pin to your profile. Also, since 90% of Pins are external links, this is an amazing chance to drive traffic to your website. Here are some ideas for your pins:
- Your product – This is a good way to promote any new product. You can post a picture of the product itself or an informative pin about its features. Also, Pins with pictures of people using a certain product have a great performance.
- Visuals – If there are any interesting, fun, or thought-provoking images on your website, Pin them on your boards and add a link to your website.
- Infographics – Pinterest is a gold mine of infographics, as they are incredibly popular on this platform. Create an infographic about your product, services, or a guide, tips and tricks related to anything in your industry.
- Blog posts – if there is a blog on your company’s website (and there should be), use Pinterest to promote your latest posts
- News – Pinners like to be up-to-date with events and changes.
Rich Pins are a great promotional asset. For those Pins, metadata is pulled from your website to add extra information. There are 4 types of Rich Pins – those for apps, recipes, products, and articles.
Product Rich Pins include additional info about the product. H&M, for example, uses this option to include the prices. Other companies choose to show if they have the product in stock, the region where the product is available, or other product information.
App Rich Pins include an “Install” button so that the users can download the app without leaving Pinterest.
Recipe Rich Pins can include the necessary ingredients, the preparation process, or the level of difficulty.
Finally, Article Rich Pins help the users decide whether they are interested in the article by featuring not just the headline, but the name of the author and story description as well.
Making Your Pins Work
Just like on other social media networks, it’s not so easy to grab attention to your posts. That’s why it’s essential to optimize them as well as you can. Here are some tricks:
- Choose the right images: use only HQ images for your Pins. It is also very important that the images are aesthetically pleasing, as they will drive more traffic that way. As for the image size, make sure the width is 236 px. There is no limit on image height. For other Pinterest image sizes, check out our guide to social media image sizes.
- Write the description: A short text describing the Pin will be quite helpful for your CTR. Moreover, if you use the right keywords and hashtags, your Pin will position better in the Feed.
- Always insert an external link, preferably to your website. The link can lead to your homepage, blog, product pages, or even a landing page specifically designed for Pinterest visitors.
- Post regularly: The more you post, the easier it will be for your Pins to rank high in the Feed. Try to Pin something every day.
#6 Be Social
Pinterest is, after all, a social network, so naturally, to be successful you must get social. Follow your potential customers as well as your competition, like their Pins, comment on them, and Repin them. Here’s another idea: create a group board so several brands can collaborate in attracting the customers.
#7 Make Use of Analytics Options
Pinterest offers great analytics features. On your dashboard, you can follow metrics such as the number of impressions and clicks, compare all viewers with the ones who engaged with your content and check demographics and their interests. You can also see which of your boards and Pins performed best, and which failed. Use the information to improve your Pins and your overall Pinterest reputation.
#8 Use the Buttons
Pinterest buttons make everything much easier. Here’s what you need to do:
1. Add the Google Chrome Pinterest extension – The extension will add little Pinterest buttons on all images in the browser, so it will be easy for you to quickly Pin any content.
2. Add Pinterest sharing buttons to your website so that your visitors can Pin the content they like. This is similar to the sharing process on Twitter and Facebook and will expand your reach.
#9 Promote Your Pins
Pinterest offers various advertising options. Once you promote a Pin, it will appear where your target audience is most likely to see it. It will be shown to people who have engaged with your profile or whose activity on Pinterest shows interest in what you have to offer. You can also add your own targeting criteria, such as custom audiences or targeting specific keywords.
An option reserved for Promoted Pins is using the video. Generally, you won’t see much videos on Pinterest, so adding one to your Promoted Pin is the sure way to grab some attention.
Of course, experimentation in this section is the way to go. Test different Pins, audiences and strategies to see what works best for you.
To make it on Pinterest, you must post regularly. This can be rather inconvenient for most people, so I suggest using some of the social media scheduling tools, such as Tailwind and Later. That way, you can plan your posts in advance, which will certainly make things easier.
As you see, Pinterest can be really helpful when it comes to driving traffic and increasing sales. And now, you know how to use Pinterest for business development. Are you ready to give it a try?