Launch your Pinterest for Business with this guide

Pinterest

Launch your Pinterest for Business with this guide

Read Time: 7 minutes

For most, the idea of social media marketing revolves around Instagram, Facebook and Twitter (and sometimes LinkedIn). That’s great. But, it’s absolutely not the end all for social media. As a business marketer, there’s so much more to discover. 

The above social networking sites have proven to be effective, and deserve to be included in your digital marketing strategy. However, some businesses are already taking an active interest in an another social media platform, which has secretly almost made it’s way to the top. It’s Pinterest.

So familiar with Pinterest?

You should be by now! Pinterest is that one platform that almost everyone uses to draw some inspiration from, and to reshape and add to their ideas. Be it their wedding photoshoot, a dinner date or just simple craft DIYs. It’s literally got it all. And that’s why your business needs it. Therefore Pinterest for Business.

Why Pinterest for your Business? 

Pinterest is a visual search engine. Pinterest, searches are image, and video driven and helps the users find the ‘Pin’ or the idea that they were looking for. This ranges from educational information, to mental health and workouts, and much more. It’s endless!

This wide range is available to 450 million of Pinterest’s users. While Instagram and Facebook are in the limelight of SMM, Pinterest would be your business’s knight in shining armour. Here’s why.

  1. Pinterest has about 35% more millennial users year over year. Millennials are prone to saving ideas on the platform, especially because Pinterest is heavy on it’s visuals which attracts users.
  2. 9 out of 10 people use Pinterest to get inspired. Ideas for just about any field, this social platform acts as a great value addition, especially so for marketing. Businesses leverage this platform to add to the knowledge of their consumers with educational content.
  3. 85% of users are active on Pinterest. It’s super convenient and user-friendly for daily explorations. 
  4. Pinterest is usually very hot during the festive season with an unique trend of 1.20 billion visits being made on the app between July to December. This was tracked in the year 2019 when 856.08 million users visited this visually led social media platform, during those months.
  5. Pinterest uploads 75% of shopping catalogues for ecommerce. Pinterest has grown to be a direct platform for sales, more so for ecommerce businesses. 
  6. U.S. has a Pinterest user share of 43.70%  which is a lot. Marketing to users, such as these would help you grow not only your reach but also your business.
    More than 25% of time spent on shopping by Pinners (aka active Pinterest users)
    More than 25% of time spent on shopping by Pinners (aka active Pinterest users)

    This visual platform has got enormous potential locked in for your business, that is if you haven’t already tapped into this vast potential yet. These numbers present strong statistics and reason enough for you to to start off with Pinterest at the earliest.

    Begin with Pinterest for your Business to further boost your digital marketing strategy.

    How to use Pinterest for Business?

    If you lack clarity as to how to go about and best tap Pinterest for your Business, here’s a step by step guide to help you do just that. 

    Step 1: Create Pinterest for Business Account

    Create your Pinterest account using this.
    Create your Pinterest account using this. Picture taken via Hootsuite

    Log out of all your personal google and facebook account’s, that is if you’re logged in. Then search or google for Pinterest. It will lead you to a page like this. Click on ‘Create account’.

    Step 2: Fill the Details

     

    You need to add important information to your Pinterest account, such as your preferred language and location. This will help your business get discoverable on Pinterest.

    1. Add in your preferred language for communication and choose your location.
    2. Select the category your business falls into and fill in your business name.
    3. Add your website URL.

    Step 3: Connect other Socials

    Doing this will help your business get more followers by tapping into the followers that you already have on these platforms. It also helps spread your content across multiple platforms as more eyes will see it. 

    This would also help Pinterest better identify your business postings. This way, a pin that originates from any of your other social media handle would be attributed to your business.

    Post this you will be led to another question, asking whether you would use the Pinterest Ad’s tools. Hence, if you plan on using Pinterest Ads, then specify the same.

    Step 4: Optimize your Profile

    Vans Pinterest is a great example of optimization. They have added their logo to their profile picture while their cover photo is also associated with their brand.
    Add your website to connect your Pinterest to your business

    Once your setup is done, you can always go ahead and tweak most of these details, about your business profile on Pinterest. Your profile picture should be your company logo. The size should be 165 x 165 pixels. 

    Create an attractive cover photo which is unique to your brand style and brand voice. This will help you attract the relevant traffic. Your description is an extremely important part of your business profile.

    Here you need to use keywords so that your profile is search engine optimized. Describe your brand and it’s offerings. 

    Step 5: Claim your Website

    Claim your website to get access to analytics for the Pins you publish from your website, the analytics on Pins that other people create from your website, and to let people know where they can find more of your content.

    Claiming your website on Pinterest means that you want Pinterest to know that you are the owner of the website that you have linked. If you claim your website, Pinterest will prominently display your full website URL at the top of your Pinterest profile.

    Claiming your website would also help your target audiences recognize, and identify your brand easily.

    Step 6: Devise a Pinterest Content Strategy

    For an effective content strategy, you need to understand that Pinterest is all about the visuals. This means, you need to work on content that has attractive images and videos. 

    There are various ways in which images can be used on Pinterest. You can create an infographic which has some educational content about a topic related to your brand, or you can also add aesthetic photos to your board in your business account.

    High quality images, especially on Pinterest attract audiences. First, settle on the type of audience your business needs. Accordingly, you can create your content based on what’s trending in your industry and what is being discussed and talked about.

    This way, your content will always be fresh and relevant to your crowd. 

    While visual content is good for your Pinterest handle, always remember to set realistic goals that can be achieved by your business, through Pinterest. Again, the question boils down to whether you want brand visibility, brand awareness or lead generation and conversions from Pinterest. 

    Whatever the purpose, keep it realistic so that your Pinterest handle can deliver. Discussing about visual content, Pinterest really allows a business to tap into it’s humongous potential for content marketing.

    So if you’ve got a creative team that is wanting to work on some quality content, then this is your ‘Go-To’ platform. 

    Generally, Pinterest has the following types of content –

    Inspiring Content

    Here's Martha Stewart's Weddings Pinterest capturing some good work and showing it off to the world on Pinterest.
    Here’s Martha Stewart’s Weddings (Pinterest) capturing some good work and showing it off to the world on Pinterest. Picture taken via Martha Stewart Weddings account

    Pinterest is a platform visited by users daily, especially by those who are looking to find some inspiration for their work, hobbies, and more. As per a study, 83% claim that they turn to the platform for some inspiration.

    Therefore, add relevant content to your Pinterest handle at regular intervals, to feed your followers creative cravings. Off course, it goes without saying that your content should ideally be related to your industry.

    Pleasing to the Eye Content

    Pinterest Eye Catching feed
    Pinterest Eye Catching feed. Taken via Pinterest

    Has it so happened that you had been browsing Pinterest, and the beautiful images there had you glued for a very long time?

    Well, this is what Pinterest normally has and this is what marketers define as eye catching imagery. You need to include this in your Pinterest strategy because this attracts the user’s attention in no time.

    However, it’s also important to note that your users likes and dislikes keeps evolving, so you need to keep updating your Pinterest strategy, as per your target audience’s changing taste’s and your industry trends.

    Educative Content 

    Pinterest How-to by @Health
    Pinterest How-to by @Health. Picture taken via Health’s Pinterest account

    Users also use Pinterest for educational content, such as how-tos, DIYs, and more. The images that go with such types of content are usually infographics. This image format gives most of the information to the users in a simple and crisp manner.

    For an effective content strategy, it’s best to use all the above content types on Pinterest, balancing them according to what your target audience prefers.

    Step 7: Create your Pinterest Board

    Click the plus sign near ‘Create a board’. When you’re creating a Pinterest board remember to follow your content strategy for the platform. Your Pins on the board should get you the results, that you’re aiming for. 

    Add a description to your board. You can talk about what this board specifically offers to your followers in a short, crisp and, (if possible) creative manner. Don’t forget to add the keywords that are associated with the topic. 

    Select a category so that when someone searches for the kind of information that you offer, your board and pins would also appear in their options. Add an attractive cover image which also communicates the same about your board.

    Step 8: Curate your very first Pin

    Create a Pin on Pinterest.
    Create a Pin on Pinterest. Taken via Hootsuite

    Click on your dashboard. Once there, you’ll see a plus sign in the upper right side of the webpage. Click on this button. Using keywords that are related to your topic, write your description and title.

    Use hashtags to get a wider reach. Add a link of your page, to which you’d like to send your target audience.

    Use a high quality image or video and upload it. With the Pin Editor, you can edit the pin text and image. Once your final touch is complete, you can hit publish and you’re all good to go!

    If you’re into ecommerce and want to use this social media platform to sell your products, then it’s recommended that you use Pinterest Catalogues for your account.

    Step 9: Add Pinterest Save Button 

    On Pinterest, saves are a sign of intent. People save Pins because they want to revisit them later and actually try them—not just ‘like’ them. When someone saves your Pin, that’s a really good sign. It means your idea is resonating, and people want to try it for themselves.

    Pins are bookmarks that people use to save content they love on Pinterest. Pins can be images, videos or products. Tap the Pin to open the Pin closeup. Tap Save at the bottom of the Pin. Choose a board to save your Pin to or Create board to save it to a new board. Save, share and shop Pins.

    You can add and further customize your Pin button from https://developers.pinterest.com/tools/widget-builder/. With the Pinterest save button, it’s easier for your users to not only find your products and pins on the platform but also save them.

    This boosts brand awareness as your Pins are out there to save and use. If one would like to pin your content, then the save button is just a click away, thus keeping your content in close reach of your target audience. 

    Step 10: Add a Tag 

    Doing this would help track the behavior of your target audience as well as check for conversions. This would give you deeper insights into your audience behavior. You can tag using the product URL, service URL or any other relevant URL that you want to direct your traffic to.

    Conclusion on Pinterest for Business

    Jamie Oliver's Pinterest.
    Jamie Oliver’s Pinterest. Taken via Jamie Oliver’s Pinterest account

    Pinterest serves as a great marketing tool for marketing creatively, especially when you offer educational, and quality visual content to your audience.

    Although learning to market with Pinterest could be a challenge initially, the platform would definitely give you better insights about what your target audience prefers in terms of visual content and services. 

    Moreover, it’s not difficult to create a content marketing strategy for this social media platform, especially if your business is already active on Instagram, Facebook, LinkedIn, and on other socials.

    Just remember, your visuals count. They need to inspire, educate and attract your target audience. What points do you have to add to this Pinterest for Business article?

    Add your website to connect your Pinterest to your business.
    Add your website to connect your Pinterest to your business.
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