Pinterest is definitely a fun platform, a platform that inspires and fuels our imagination. If I’m talking about myself, whenever any event is coming up and I need to put an outfit together, Pinterest is where you’ll find me.
The question here is, is Pinterest a good enough platform to add to your marketing mix? Well, it depends on the audience you’re targeting.
If you’re looking for an aggressive sales approach, I’d advise against going all-in with the marketing budget on Pinterest, or on other social sites for that matter. Keep in mind that the primary objective of these apps is to help people stay connected and socialize.
On the other hand, promoting your business on Pinterest is another story. Pinterest has been overshadowed by Tiktok and Instagram but you’d be surprised by its potential to grow your business!
Pinterest for Business – An Introduction
As the name suggests, a business account is a type of Pinterest account that gives access to features that are beneficial to businesses. These include
- Business Analytics
- Business Resources
- Pin Scheduling
The terms and policies of a business account are different from that of a personal account. The real purpose of Pinterest for Business is to provide insights that aid in the business’s growth.
Before we discuss Pinterest management and strategies of using Pinterest for Business, it’s better to evaluate whether your business will benefit from a Pinterest for Business account.
What exactly is the kind of business that should use Pinterest? Should a business that is consumer-focused (B2C) use it? Or will a business that is female-oriented thrive on it? Can a service-based business build a good audience on it or should it be fully product-based? Unfortunately, the answer isn’t black and white. Here are a few questions to evaluate whether you should sign up with a Pinterest for Business account:
Does your target audience use Pinterest?
Let’s first talk about who actually uses Pinterest. As per their insights:
- 60% of their global audience are women.
- The remaining 40% is a blend of men and Gen Z.
According to Pinterest, they have a platform that is an open place for your brand to interact with today’s trendsetters and decision-makers. If you want your business to be promoted among such people, this is your platform!
Can you make Pinterest-worthy content that catches the attention of your audience?
Let’s assume that the above stats are in your favor. The next question is, will you be able to produce content that your customer base will be interested in?
It depends on strategies. More B2C companies will be able to bring out juicy content yet comparatively, a very small amount of B2B businesses will be able to do that. If you’re able to consistently keep up with engaging pins, no reason to not be on a platform that has 454 million monthly active users.
If yes, how do you get started?
If both answers are positive, the next question is “How do you get started?” If you don’t get the basics right, Pinterest management may get overwhelming. For starters, having clear objectives such as the following is a must.
- To spread brand awareness
- To create How-to content to decrease customer inquiries
- To connect with your customer base
Once you’re clear on the objectives, the content posted will attract the right results.
The next step is to let your customers and other people know that you’re now on Pinterest! Here are a few ways you can do it!
- Invite your team members to follow the page
- Share on your official website
- If you have an email list, announce through an email, welcoming your existing customers to join
- Announce on other social pages of your business
- The last step is to create quality content!
Pinterest Management Prep – The Pinterest Lingo!
If you’re not aware of the culture or basics of a new place, the managing part gets tricky. To save you from all the confusion of Pinterest management, here is a short guide to the terms you should know about!
Just like snaps is for Snapchat, and just like #forthegram instantly makes you think about Instagram, there is Pinterest lingo too!
- Pinners is the official name for Pinterest users.
- Pins are the title for the posts that are on Pinterest. These can be images, videos, etc.
- Repin is just like a retweet or repost.
- Rich-pin is a special kind that reflects real information from your website, automatically.
- Carousel Pin is similar to Instagram Thread posts. They can show up to five images.
Sign Up on Pinterest For Business
Here is how to signup on Pinterest for Business:
- Go to Pinterest for Business from your desktop. You’ll see the following page.
- Click on ‘Signup’
- Fill out the details on the next page:
- Click on “Create account” and you’re done!
Convert a Personal Account to a Business Account
If you’ve already signed your business up with a personal account, here is how you can convert that into a business account:
- To convert, click on the downward arrow on the top-right corner from your desktop.
- From the drop-down menu, click on ‘Convert to Business’
- On the next page, click on ‘Upgrade’.
How To Post On Pinterest
If you want to learn How to Post on Pinterest, here is a short guide!
- Log in to your business account
- In the top bar click on ‘Create > Create Pin’
- Follow along the screen that pops up, fill in the description and upload your desired pins.
- It’s better to post on Pinterest via your PC.
- If your business is in its starting phases and you don’t have a budget for designers, you can easily design your posts on Canva.
- You can also optimize your account with a theme. If you have official colors for your business, try using those selective colors to maintain a Pinterest theme.
Strategies to Use Pinterest for Business
1. Create an Action Plan
We’re talking about a business. If you’re just starting out, you have limited resources and even if you don’t, it’s wise to follow a plan. When you’re adding Pinterest to your marketing mix, you need a social media strategy.
This part includes
- Creating a step-by-step plan
- Studying the competitors
- Understanding what your target audience likes on Pinterest
2. Produce Captivating Content
Pinterest is a visually stimulating platform. If you’ve decided to create your business account, you must be prepared to create content that is eye-catching and high-quality. A lot of planning goes into this step.
Here are a few things you need to be mindful of when creating content for your business page on Pinterest:
- To produce interesting content, you must know what’s in and relevant to your business. In short, you must stay updated. To stay updated, the best way to understand the kind of content that gets the most attention is by keeping an eye on which board is attracting the most re-pins, likes, and comments. The ones with the highest engagement show that’s the kind of content your audience is digging.
- This brings me to my next hack – focus on aesthetics! With the monitoring exercise mentioned above, you will notice that the posts that get the most attention are pleasing to look at. This isn’t a coincidence as Pinterest is mostly about aesthetics. No matter what kind of content you create, it needs to be designed well.
- The most common type of pins that I love are checklists and I’m confident Monica from Friends would’ve been a huge Pinterest fan because of its use of checklists. From a business point of view, sharing handy Pinterest checklists is a great way to attract engagement.
- The next tip is to post a nice blend of instruction videos and aesthetically pleasing photos. With the right blend of all these tips, your business is all set to experience steady growth on Pinterest.
3. SEO Optimize Your Content & Write Compelling Titles & Descriptions
You can’t really skip SEO whenever a search engine is in question. That’s just carelessness! In the case of Pinterest, you have to make sure that your content gets as much exposure as possible. Here are a few Pinterest SEO, title, and description tips:
- The title is the most effective for SEO keywords so make sure you’re not missing it.
- Keep the title short, relevant, and simple. The title can go up to 100 characters on Pinterest.
- For the description, catch the attention of readers by sharing important information in the first few lines. This is the best practice since only the first 50 to 60 characters are what the users are able to read on their feed. You can write up to 500 characters but the beginning lines are extremely important.
- Another important thing to remember is that the description also plays a part in determining where pins will appear. Adding in hashtags, keywords, and brand names is a good idea to make it as relevant as possible.
- If you’re struggling with getting your hands on relevant and suitable keywords, Pinterest has an in-built keyword research tool to help stir up ideas.
4. Join Pinterest Newsletter & Use Other Tools
Staying updated on new features and tools that Pinterest launches is a good strategy to stay ahead of the game. The best way to do this is by joining the Pinterest Newsletter. The good news is, Pinterest has publicly committed to launching new tools exclusive for business accounts in the future. Some of these tools are:
- The Pin it Button
- Widget Builder
- Promoted Pins
- Buyable Pins
5. Make Use of Rich Pins
The name isn’t just to catch attention. Rich Pins serve a purpose and deserve their title. If you’ve studied your competitors on Pinterest or other popular accounts, you must have noticed that they use Rich Pins a lot.
This is because the benefits that Rich Pins provide are exactly what any business on Pinterest is after. Here is a shortlist of what you can expect:
- Features that will boost engagement
- Pins automatically updated with real-time information
- Features to direct traffic to your website
There are three different kinds of Rich Pins, each with its distinctive features:
- Product Rich Pin
- Article Rich Pin
- Recipe Rich Pin
Choose whichever suits the kind of pins you’ll be posting and make the most of this feature! Once you’ve decided the kind that’s suitable for your business, with the help of this page you can learn more about how to start using it right away.
6. Aim for a Decent Engagement Daily
Most social platforms depend heavily on engagement in order to grow. The same is the case with Pinterest. The goal is to gain new pinners and keep the existing ones interested. Here are a few ways you can achieve both:
- Follow different pages or influencers who already have the attention of your target audience
- Interact with followers on their posts
- In the comment section of your posts, respond to comments
- Collaborate with other influencers
- Invite other influencers and followers to pin on your boards
Even if you mastered creating good content, you still need to bring as much traffic to it as possible.
- One of the rookie’s mistakes is not posting at the best times. This means analyzing the time when your followers are most active and creating a posting schedule around that. As per this post, these are following time slots bring in the most engagement:
- 2 PM to 4 PM
- 8 PM to 1 AM
2. Make use of your own newsletter to share pins! This won’t just remind inactive followers to pay another visit but it will also bring in new ones!
3. At times, when I’m scrolling through a site, I don’t want to change the app just to pin something interesting. I usually end up forgetting about it. You shouldn’t let a small hindrance like this stop people from pinning your content. The best way around this is to make it easier for people to pin your content. This can easily be done with an added ‘Pin it’ button hovering over images on any website.
In recent years, social media marketing has made an evident place for itself in the marketing world. For a lot of businesses, Pinterest is a great platform to showcase what they have to offer and get exposure.
If your competitors are taking advantage of it, to play fair, you should sign up ASAP. If used correctly, it can bring new customers, improve brand awareness and benefit the business in several ways.