Tired of scrolling through endless feeds of cat videos and DIY projects? It’s time to unleash the power of Pinterest for your business. This visual platform isn’t just for personal inspiration; it’s a goldmine for businesses looking to connect with their target audience and drive sales.

In this guide, we’ll show you how to transform your Pinterest Business account into a marketing powerhouse. From creating eye-catching pins to leveraging Pinterest analytics, we’ll provide you with the tools and strategies you need to succeed. So, let’s dive in and discover how Pinterest can help your business soar!

Pinterest: A Visual Powerhouse for Businesses

Pinterest is more than just a platform for cat videos and DIY projects. It’s a vibrant visual search engine and social media hybrid that allows users to discover, collect, and share inspiring images and videos. Think of it as a digital mood board where users curate their interests and find new ideas.

How Businesses Can Benefit from Pinterest

Businesses can leverage this platform’s unique features to achieve several key goals:

• Drive Targeted Traffic: Link pins directly to your website. This sends interested users straight to your products or services.
• Boost Brand Awareness: Showcase your offerings in a visually appealing way. This grabs attention and increases brand recognition.
• Engage with Your Audience: Gain valuable insights into your target market by understanding what they save and interact with. This allows you to tailor your content and messaging for maximum impact.

Why Choose Pinterest for Business

Pinterest has a large and engaged user base, with millions of active users worldwide. Many of these users are actively searching for products, services, and inspiration. This makes it an ideal platform for businesses to reach a targeted audience.

How Pinterest Differs from Other Social Media

Unlike other social media platforms that prioritise time-sensitive content, Pinterest focuses on evergreen content. This means your Pins can remain relevant and discoverable for years, providing a valuable asset for your business. Additionally, its visual nature allows users to discover new ideas and products through images and videos.

Key Benefits for Businesses

Here are some of the platform’s benefits for businesses:

• SEO Boost: Pins can significantly improve your website’s search engine ranking by driving relevant traffic.
• Lead Generation: Pinterest can be a powerful tool for generating leads and sales, especially for e-commerce businesses.
• Long-Term Engagement: Unlike posts on other platforms that quickly fade into obscurity, Pinterest pins can continue to attract traffic and engagement over time.

Setting Up a Pinterest Business Account

A Pinterest business account offers essential tools and features to help your business thrive on the platform. By following these steps, you’ll have a solid foundation to start exploring and optimising your presence on this platform.

1. Creating a New Pinterest Business Account

1. Sign Up: If you don’t already have a Pinterest account, sign up using your email address or connect through your Facebook or Google account.
2. Choose Business Account: Select “Create a business account”.
3. Provide Information: Enter your email, create a password, provide information about your business, and click “Create account”.
4. Build Your Profile: Complete your profile with relevant details and click “Next”.
5. Choose Ad Options: Decide if you want to run ads and select your preferences.
6. Start Exploring: You’ll be directed to your new Pinterest business account.

2. Converting a Personal Account to a Business Account

1. Log In: If you already have an account, log into your personal Pinterest account.
2. Access Settings: Click the down arrow icon at the top-right corner and select “Settings”.
3. Adjust Privacy Settings: Ensure your personal account is public by clicking “Profile visibility” on the left side. Toggle the switch next to “Private profile” to change the visibility of your account.
4. Unlink Accounts: If your account is linked to another, unlink it first.
5. Convert to Business: Go to “Settings” and select “Convert to a business account”.
6. Follow Prompts: Complete the conversion process by providing the necessary information.

Benefits of a Pinterest Business Account

• Analytics: Gain valuable insights into your account’s performance and make data-driven decisions.
• Promoted Pins: Reach a wider audience through paid advertising.
• Business Tools: Access additional features like rich pins and Pinterest Lens.

Claiming Your Website

Claiming your website on Pinterest is a crucial step in establishing a strong connection between your online presence and your Pinterest personal account. By verifying your website ownership, you can enable this platform to track user behaviour and provide valuable insights into your audience’s engagement. In the following lines, we’ll guide you through the process of claiming your website and explain the benefits of doing so.

How to Claim Your Website

1. Go to your Pinterest business profile and click “Settings”.
2. Look for the “Claimed accounts” section.
3. Next to “Websites,” click the “Claim” button.
4. Enter your website’s URL.
5. Follow the provided instructions to verify ownership

Three Verification Methods

There are three ways to claim your website on Pinterest:

1. HTML Tag Method

This involves adding a small code snippet from Pinterest to your website’s source code. Copy the unique HTML tag from Pinterest, open your website’s code, and paste the tag into the <head> section of your homepage. Save your changes and return to Pinterest to verify your website.

2. HTML File Method

Pinterest will provide you with a downloadable HTML file. Download this file and upload it to your website’s root directory. This is typically the public_html or www folder. Return to Pinterest and enter the URL of the uploaded HTML file to verify your website.

3. DNS TXT Record Method

Pinterest will provide you with a TXT record that you should copy. Log into your domain registrar’s control panel and find the DNS settings for your domain. Add a new TXT record with the provided information. Make sure to include the correct hostname or domain name. Return to Pinterest and enter your website’s URL to verify.

Remember: The specific steps for adding DNS records may vary depending on your domain registrar. Refer to their documentation for detailed instructions.

Creating and Organising Pinterest Boards

Creating and organising Pinterest boards is a crucial step in building a successful Pinterest presence. By curating relevant and engaging content, you can attract and retain your target audience.

Tips for Naming Boards to Improve Discoverability

• Use Keywords: Incorporate relevant keywords that people might search for.
• Be Specific: Avoid generic or vague titles.
• Keep it Concise: Aim for clear and concise board names.
• Use a Consistent Naming Convention: Consider using a consistent naming convention for your boards to create a cohesive look and feel.

Example:

• Instead of: “Fashion”
• Try: “Sustainable Fashion Trends 2024”

How to Organise Boards Based on Content Themes and User Interests

To organise boards based on content themes and user interests, consider the following:

• Group Boards by Topic: Create boards for different themes or categories related to your business to create a clear and organised structure.
• Consider Your Audience: Think about what your target audience might be interested in.
• Use Subcategories: If you have a broad topic, create subcategories within your main boards to provide more specific content.

Example:

• Main Board: “Home Decor”
• Subcategories: “Living Room Ideas,” “Kitchen Inspiration,” “Bedroom Design”

Using Group Boards and Community Boards for Collaboration and Audience Growth

• Join Group Boards: Look for relevant group boards and request to join to connect with like-minded users and discover new content.
• Create Your Own Group Boards: Invite other users to join your group boards to collaborate with them and build your audience.
• Participate in Community Boards: Engage with other users and contribute valuable content to community boards.

Creating Relevant and Engaging Boards

• Pin High-quality Images and Videos: Use visually appealing images and videos that are relevant to your content.
• Write Descriptive and Engaging Titles: Aim for a title that is short and to the point.
  • Incorporate relevant keywords and a strong call to action to improve discoverability.
  • Use language that creates a sense of urgency or curiosity to encourage clicks.
• Add Relevant Keywords: Help users discover your boards through search.
  • Identify keywords that your target audience is searching for.
  • Use keywords in titles, descriptions, and alt text to help your pins appear in search results.
• Use a Consistent Aesthetic: Maintain a cohesive look and feel for your boards to create a recognisable brand identity.

Crafting Effective Pins

Creating effective pins is essential for capturing attention and driving engagement on Pinterest. Focus on the following key elements of an eye-catching pin:

1. Visuals
   • Choose high-quality images or videos that are visually appealing and relevant to your content.
   • Experiment with different visual styles, layouts, colours, and fonts to find what resonates with your audience.
   • Use relevant images that accurately represent your product or service.
2. Text Overlay
   • Add clear and concise text overlays that complement your visuals and convey the main message.
   • Use a font that is easy to read and contrasts well with the background.
   • Keep the text overlay concise and avoid cluttering the image.
3. Branding
   • Ensure your pins are consistent with your overall brand identity, using your logo, colours, and fonts.
   • Create a cohesive look and feel for your pins to make them recognisable and memorable.

Best Practices for Pin Size, Format, and Image Quality

• Pin Size: The ideal pin size is 1000 x 1500 pixels, which has a 2:3 aspect ratio.
• Format: Use JPEG or PNG format for images and MP4 for videos.
• Image Quality: Opt for high-resolution images to ensure they look sharp and clear on different devices.

How to Create Pins That Encourage Engagement

• Use a Compelling Call to Action: Tell users exactly what you want them to do, such as “Shop Now”, “Learn More”, or “Download”. Use words like “limited time” or “exclusive offer”. To make it easy to act, link your pins to relevant landing pages or websites.
• Create Pins Worth Saving: Design pins that users will want to save for later reference, such as recipes, DIY tutorials, or inspirational quotes.
• Encourage Sharing: Make it easy for users to share your pins with their friends and followers by adding social sharing buttons.

Utilising Rich Pins for More Information

• Product Pins: Showcase product details, prices, and availability.
• Article Pins: Display article titles, descriptions, and authors.
• Recipe Pins: Include ingredients, cooking time, and serving size.

Understanding Pinterest SEO

Pinterest is not only a social media platform but also a powerful search engine. To maximise your reach and attract organic traffic, understanding Pinterest SEO is crucial. By understanding Pinterest SEO, you can optimise your content to appear in search results and attract more organic traffic.

How Pinterest Operates as a Search Engine

Pinterest uses a combination of keywords and hashtags to index and rank pins. When users search for a specific term, this platform’s algorithm identifies relevant pins based on their content, titles, descriptions, and associated keywords.

Importance of Conducting Keyword Research for Pinterest

Keyword research is essential for understanding what your target audience is searching for. By identifying relevant keywords, you can optimise your content to appear in search results and attract more organic traffic.

How to Optimise Pins, Boards, and Descriptions for Pinterest SEO

Let’s dive deep into how to optimise pins, boards, and descriptions for a Pinterest business account:

Optimising Pins

• Use Relevant Keywords: Incorporate keywords in your pin titles, descriptions, and alt text.
• Create High-quality Visuals: Use visually appealing images and videos that are relevant to your topic.
• Pin Consistently: Regularly pin new content to keep your boards fresh and active.

Optimising Boards

• Use Relevant Keywords: Include keywords in your board titles and descriptions.
• Organise Your Boards: Create well-organised boards with clear themes.
• Pin Consistently to Your Boards: Regularly add new pins to keep your boards active.

Optimising Descriptions

• Write Detailed Descriptions: Use clear and concise descriptions that accurately describe your content.
• Include Keywords: Incorporate relevant keywords throughout your descriptions.
• Use a Strong Call to Action: Encourage users to click on your pins.

Pinterest Analytics and Performance Tracking

Pinterest analytics provides valuable insights into your account’s performance. By understanding key metrics and tracking your progress, you can refine your Pinterest strategy and achieve better results.

Explanation of Pinterest’s Analytics Dashboard

The Pinterest analytics dashboard offers a comprehensive overview of your account’s performance. You can track various metrics, including:

• Impressions: Track the overall visibility of your pins—the number of times your pins have appeared in users’ feeds.
• Saves: Measure how engaging your content is—the number of times your pins have been saved by other users.
• Click-Throughs: Assess how effectively your pins drive traffic to your website—the number of times users have clicked on your pins to visit your website or other linked content.
• Audience Engagement: Gauge your audience’s interaction with your content with metrics like comments, likes, and shares.

How to Use Analytics to Refine Pinterest Strategies

• Identify Top-performing Content: Analyse which pins, boards, and topics are most popular with your audience.
• Optimise Your Content: Use analytics to refine your content strategy and create more engaging pins.
• Track Audience Demographics: Understand your audience’s interests and preferences to tailor your content accordingly.
• Measure the Impact of Your Ads: Evaluate the effectiveness of your Pinterest ads and make necessary adjustments.

Promoted Pins and Pinterest Ads

Promoted Pins are regular Pins that you pay to be placed where people are most likely to see them. These Pins will surface in your desired audience’s home feed, category feeds, and relevant search results.  

Types of Pinterest Ads

This platform offers a variety of paid advertising options to help businesses reach a wider audience and achieve their marketing goals. By understanding the different types of Pinterest ads and how to create effective campaigns, you can maximise your return on investment.

1. Promoted Pins: These are regular pins that appear in users’ feeds, marked as “promoted”. They can be used to promote products, articles, or other content.
2. Video Pins: These are promoted pins that feature videos. They are a great way to showcase products in action or share engaging stories.
3. App Pins: These are promoted pins that encourage users to download your app. They include a call to action and a link to your app store listing.
4. Standard Image Ads: These ads feature a single image and are ideal for showcasing products or promoting articles.
5. Standard Width Video Ads: These videos are the same size as a regular Pin and can be used to showcase products in action or tell stories.
6. Max Width Video Ads: These videos expand across the entire feed on mobile devices and are only available in a paid format.
7. Video and Audio Codecs:
8. Carousel Ads: These ads feature multiple images that users can swipe through.
9. Shopping Ads: These ads feature a single image and allow users to purchase products directly on Pinterest.
10. Collections Ads: These ads feature a main image above three smaller images.
11. Idea Ads: These ads feature multiple videos, images, lists, and custom text in a single Pin.
12. Showcase Ads: These ads feature multiple cards with images, videos, and features.
13. Quiz Ads: These ads feature multiple-choice questions and answers.

Creating Effective Ad Campaigns

• Define Your Goals: Determine what you want to achieve with your ad campaign, such as driving website traffic, increasing brand awareness, or generating leads.
• Choose Your Target Audience: Identify the specific demographics (age, gender, location, and household income), interests, and behaviours of your ideal customer (recent searches or website visits).
• Create Compelling Ad Copy: Write engaging ad copy that captures attention and encourages clicks.
• Use High-quality Visuals: Choose visually appealing images or videos that complement your ad copy.
• Set a Budget: Determine how much you are willing to spend on your ad campaign.
• Track Your Performance: Monitor your ad campaign’s performance and make adjustments as needed.

Measuring Ad Performance

• Track Key Metrics: Monitor metrics such as clicks, impressions, saves, and conversions.
• Analyse Your Audience: Understand who is clicking on your ads and engaging with your content.
• Make Adjustments: Use your analytics data to refine your ad campaigns and improve your results.

Leveraging Pinterest Trends and Seasons

Staying up-to-date with Pinterest trends and aligning your content with seasonal events can significantly boost your visibility and engagement. By understanding popular topics and tailoring your pins accordingly, you can attract a wider audience and drive more traffic to your website.

How to Research and Leverage Pinterest Trends to Create Relevant Content

• Use Pinterest Lens: Explore trending topics and discover popular pins.
• Monitor the “Trending” Section: Stay updated on the latest trends and popular content.
• Use Keyword Research Tools: Identify trending keywords and incorporate them into your content.

Importance of Aligning Pins with Seasonal Trends and Events

• Increase Relevance: Create content that is timely and relevant to your audience by aligning your pins with seasonal trends and events.
• Drive Engagement: Tap into seasonal interest and increase your reach by creating content that resonates with your audience during specific times of the year.
• Boost Sales: Promote products or services that are relevant to seasonal trends to drive sales and conversions.

Tools for Tracking Trending Topics and Keywords

• Pinterest Analytics: Track trending topics within your audience using Pinterest Analytics.
• Google Trends: Identify popular search terms and trends with Google Trends.
• Social Media Listening Tools: Monitor conversations around relevant topics using social media listening tools.

Engaging with Your Audience

Building a strong connection with your audience is essential for success on Pinterest. By actively engaging with your followers, you can foster loyalty, encourage sharing, and create a sense of community around your brand.

Responding to Comments and Messages

• Be Responsive: Respond promptly to comments and messages from your followers to demonstrate that you value their input.
• Show Appreciation: Thank users for their feedback and engagement to foster positive relationships.
• Use a Friendly and Conversational Tone: Create a welcoming and approachable atmosphere by using a friendly and conversational tone in your responses.

Following Other Users

• Follow Relevant Accounts: Connect with other businesses, influencers, and users in your niche to expand your network and discover new content.
• Engage With Their Content: Like, comment, and share their pins to show your support and build relationships.

Joining Relevant Groups and Communities

• Find and Join Groups: Look for groups related to your industry or interests to connect with like-minded individuals.
• Participate in Discussions: Share your insights, ask questions, and contribute to the community to establish yourself as a knowledgeable and valuable member.

Integrating Pinterest with Other Marketing Channels

Pinterest can be a powerful tool when integrated with other marketing channels. You can create a more cohesive and effective marketing strategy by linking your Pinterest content to your website, social media platforms, and other online channels.

How to Use Pinterest as Part of an Overall Marketing Strategy

• Link Pinterest Content to Your Website: Drive traffic to your website by linking your pins to relevant pages.
• Use Pinterest for Lead Generation: Collect email addresses or other information from users who save your pins.
• Integrate Pinterest with Other Social Media Platforms: Share your Pinterest content on other channels to expand your reach.

Linking Pinterest Content to Other Social Media Platforms, Blogs, and Websites

• Use Consistent Branding: Maintain a cohesive look and feel across all platforms to strengthen your brand identity.
• Cross-promote Content: Share your Pinterest content on other channels and vice versa to increase visibility and engagement.
• Use Social Media Sharing Buttons: Make it easy for users to share your pins on other platforms by adding social media sharing buttons to your website and blog.

Encouraging Cross-Platform Engagement and Sharing

• Create Shareable Content: Design pins that are visually appealing and easy to share to encourage users to spread the word.
• Use a Strong Call to Action: Include a clear and compelling call to action on your pins to encourage users to share your content with their friends and followers
• Offer Incentives: Provide rewards or discounts for sharing your content to incentivise users to participate.

Conclusion

Pinterest offers a unique opportunity for businesses to connect with their target audience and drive engagement. By following the strategies outlined in this guide, you can effectively set up and optimise your Pinterest business account.

Remember to create high-quality content, engage with your audience, and leverage this platform’s powerful features to achieve your marketing goals. With consistent effort and a well-crafted Pinterest strategy, you can unlock the full potential of this visual platform for your business.

FAQs

Do you have questions about setting up a Pinterest Business account? Here are answers to some common questions to help you get started.