The Pinterest Business Guide: How to Get Started and Succeed

In today’s digital age, social media platforms have become a powerhouse for businesses looking to expand their online presence and connect with their target audience. While platforms like Facebook, Instagram, and Twitter are undoubtedly popular choices, Pinterest offers a unique and highly visual way for businesses to showcase their products or services. In this blog post, we’ll dive into the Pinterest Business Guide, helping you get started and succeed on this increasingly influential platform.

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Why Pinterest for Business?

Pinterest is not just a platform for DIY enthusiasts and recipe seekers; it’s also a goldmine for businesses in various industries. Here are a few compelling reasons why Pinterest should be a part of your social media marketing strategy:

1. Visual Appeal: Pinterest is all about stunning visuals. Businesses can use high-quality images and graphics to capture the attention of their audience effectively.
2. Product Discovery: Pinterest users often come to the platform with a mindset of discovering new products and ideas, making it an ideal place for businesses to showcase their offerings.
3. High Purchase Intent: Pinterest users are 47% more likely to experience a significant life event (like getting married or having a baby), which often leads to increased spending.
4. Traffic Generation: Pinterest can drive substantial traffic to your website. In fact, it’s one of the top referral sources for many online businesses.

Now that you understand why Pinterest is a valuable platform for businesses, let’s explore how to get started and succeed.

Getting Started on Pinterest for Business

1. Create a Business Account

The first step in your Pinterest journey is to create a business account. If you already have a personal account, you can convert it into a business account or create a new one specifically for your business. A business account provides you with access to analytics, advertising options, and other features tailored for businesses.

2. Optimize Your Profile

Your Pinterest profile is your digital storefront, so make it appealing. Use a professional profile picture, write a compelling bio, and include a link to your website. Ensure that your branding is consistent with your other online platforms.

3. Create Boards

Boards are where you’ll organize and categorize your Pins. Create boards related to your niche or industry, and give them descriptive names and cover images. Make sure your boards align with your brand and the interests of your target audience.

Succeeding on Pinterest for Business

4. Pin High-Quality Content

Pinterest is all about visuals. Pin high-quality images and graphics that represent your products or services effectively. Use text overlays, if necessary, to add context to your Pins.

5. Be Consistent

Consistency is key to success on Pinterest. Pin regularly to keep your audience engaged. Use a scheduling tool to plan your Pins in advance, ensuring a steady flow of content.

6. Engage with Your Audience

Respond to comments on your Pins and engage with your followers. Building a sense of community and trust can lead to long-term customer relationships.

7. Utilize Keywords

Pinterest is also a search engine, so use relevant keywords in your Pin descriptions, board titles, and descriptions. This will help your content surface in user searches.

8. Consider Advertising

Pinterest offers advertising options like Promoted Pins to increase your reach and drive more traffic to your website. This can be particularly effective for promoting products or special campaigns.

9. Analyze and Adjust

Use Pinterest’s analytics tools to track the performance of your Pins and boards. Pay attention to what works and what doesn’t, and adjust your strategy accordingly.

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Getting Started on Pinterest for Business

Create a Business Account

Creating a business account on Pinterest is a straightforward process. Follow these steps to get started:

1. Sign Up or Convert Your Account:
   • If you don’t already have a Pinterest account, go to Pinterest’s business sign-up page and click “Sign up.”
   • If you have a personal Pinterest account that you want to convert into a business account, log in to your personal account first, and then proceed to step 2.
2. Enter Your Business Information: Fill out the required fields, including your email address, password, business name, and website URL.
3. Choose Your Business Type: Pinterest will ask you to select your business type from the following options:
   • Retailer
   • Online marketplace
   • Service provider
   • Content creator
   • Other
4. Specify Your Business Category: Select the most relevant category that describes your business. This helps Pinterest understand your niche and recommend your content to the right audience.
5. Review and Accept Pinterest’s Terms of Service and Privacy Policy: Take a moment to review Pinterest’s terms and policies. Make sure you understand and agree to them before proceeding.
6. Complete Your Profile: After creating your business account, you’ll be prompted to complete your profile. Upload a profile picture (usually your business logo), write a brief bio, and include your website link. Ensure that your profile information is consistent with your brand identity.
7. Claim Your Website: Verifying your website helps Pinterest recognize you as the official representative of your business. To claim your website, follow Pinterest’s instructions for adding a meta tag to your website’s HTML code or uploading an HTML file to your server. This step is important for accessing Pinterest Analytics and running Pinterest Ads.
8. Add a Save Button: To encourage Pinterest users to save your content to their own boards, consider adding a Pinterest Save Button to your website. Pinterest provides code snippets for different platforms like WordPress, Shopify, and more.
9. Explore Pinterest’s Business Features: Once your business account is set up, you’ll have access to Pinterest’s business-specific features, including Pinterest Analytics, advertising options like Promoted Pins, and audience targeting tools. Familiarize yourself with these tools to make the most of your Pinterest marketing efforts.
10. Start Pinning and Building Boards: Begin creating and organizing boards that showcase your products, services, and industry-related content. Pin high-quality images and graphics, and don’t forget to add engaging descriptions and relevant keywords.

Remember that consistency is key on Pinterest. Regularly update your boards with fresh content, engage with your audience, and analyze your Pinterest Analytics to refine your strategy and achieve success on this visual platform. Happy pining!

Optimize Your Profile

Optimizing your Pinterest business profile is crucial for making a strong first impression and attracting your target audience. Here are some steps to help you optimize your profile effectively:

1. Profile Picture: Use a professional and recognizable profile picture, such as your business logo or a high-quality image of yourself if you’re a content creator. Ensure that it’s clear and centered, as it will be displayed as a circular thumbnail.
2. Business Name: Make sure your business name is clear and matches your branding. Avoid using generic or confusing names that don’t convey what your business is about.
3. Bio: Craft a concise and engaging bio that introduces your business and its value proposition. Highlight what makes your business unique and why users should follow you. Use relevant keywords related to your niche.
4. Website Link: Include a link to your website or a specific landing page. This link is a valuable source of traffic and allows users to learn more about your products or services.
5. Location and Contact Information: If applicable, add your business’s physical location and contact information. This is especially important for local businesses or those with a physical storefront.
6. Featured Boards: Choose a few of your most important and visually appealing boards to feature at the top of your profile. These boards should reflect the core themes or products of your business.
7. Board Descriptions: Write clear and keyword-rich descriptions for your boards. These descriptions help users understand the content of each board and can improve discoverability in Pinterest search.
8. Board Covers: Design attractive cover images for your boards. Consistent and eye-catching board covers can enhance the overall look of your profile.
9. Board Organization: Organize your boards logically and categorically. Use descriptive titles that convey the content of each board, and make sure they align with your business’s niche.
10. Privacy Settings: Review your privacy settings. In most cases, it’s best to keep your boards and Pins public to maximize visibility. Private boards are better suited for planning and organizing content before it’s ready to be shared.
11. Keywords and SEO: Incorporate relevant keywords in your profile, board names, and board descriptions. This will improve your chances of appearing in Pinterest search results and attracting users interested in your niche.
12. Consistent Branding: Maintain a consistent brand identity across your profile. Use your brand’s colors, fonts, and style in your profile picture, board covers, and Pins to create a cohesive and memorable look.
13. Engagement Strategy: Develop a strategy for engaging with your audience. Respond to comments on your Pins, engage with your followers by following them back, and actively participate in Pinterest communities related to your niche.

By following these steps and regularly updating your profile to reflect your business’s evolving needs and objectives, you can optimize your Pinterest profile to effectively reach and engage with your target audience. Remember that Pinterest is a visual platform, so visually appealing content and consistency are key to success.

Create Boards

Creating boards on Pinterest is an essential part of organizing your content and making it easy for users to discover your Pins. Here’s how to create boards effectively:

1. Log In to Your Pinterest Business Account: Ensure you are logged in to your Pinterest business account before you start creating boards.
2. Access Your Profile: Click on your profile picture or business name at the top-right corner of the Pinterest homepage to access your profile.
3. Click on “Boards”: Once you’re on your profile page, click on the “Boards” tab. This will take you to a page where you can view and manage your existing boards and create new ones.
4. Create a New Board: To create a new board, click the “+ Create board” button. It’s usually located near the top-right corner of the page.
5. Fill Out Board Details: A pop-up window will appear, prompting you to fill in the board details. Here’s what you should include:
6. Board Name: Choose a descriptive and relevant name for your board. Make sure it aligns with the content you plan to pin on it.
7. Description: Write a brief, keyword-rich description that explains what the board is about. This helps with discoverability in Pinterest search.
8. Privacy: Select whether the board should be public (visible to everyone), secret (only you can see it), or a collaboration (you can invite others to pin on it).
9. Choose a Category: Select a relevant category for your board from the dropdown menu. This helps Pinterest categorize your board and recommend it to users interested in that category.
10. Add a Cover Image (Optional): You can choose to add a cover image to your board. This image should be visually appealing and representative of the board’s theme. You can use one of the Pins you plan to add to the board as the cover image.
11. Click “Create”: Once you’ve filled out all the necessary information, click the “Create” button to create your new board.
12. Start Pinning: Now that your board is created, it’s time to start pinning content to it. Click on the board, and then click the “+ Save” button to add Pins from your website or other sources. You can also search for Pins directly on Pinterest and save them to your board.
13. Organize and Curate: As you add Pins to your board, organize them in a way that makes sense. You can rearrange Pins, delete outdated ones, and even create sections within a board to further categorize your content.
14. Engage with Your Audience: Encourage engagement with your boards by responding to comments on your Pins and collaborating with others in your niche by inviting them to contribute to your boards.
15. Regular Updates: Keep your boards fresh by regularly adding new content. Pinterest rewards consistency, so aim to maintain an active presence on the platform.

By creating well-organized boards and populating them with high-quality, visually appealing Pins, you can effectively showcase your products or services, build a following, and drive traffic to your website through Pinterest. Remember to keep your boards and Pins aligned with your business’s branding and goals to maximize their impact.

Pin High-Quality Content

Pinning high-quality content on Pinterest is essential for attracting and engaging your audience. Pinterest is a visual platform, and the quality of your Pins greatly influences their performance. Here’s how to ensure your content meets the high standards of Pinterest:

1. Use High-Quality Images and Graphics: Start with visually appealing images or graphics that are clear, well-composed, and attention-grabbing. High-resolution photos are a must. If you’re using text overlay, make sure it’s easy to read and complements the image.
2. Image Dimensions: Pinterest recommends using a 2:3 aspect ratio for your Pins. The ideal Pin size is 1000 x 1500 pixels. Using these dimensions ensures that your Pins display well on both desktop and mobile devices.
3. Consistent Branding: Maintain a consistent visual style and branding across your Pins. Use your brand colors, fonts, and style to create a cohesive and recognizable look for your content.
4. Pin Original Content: Whenever possible, create and pin original content. This not only sets you apart from the competition but also gives you more control over your branding and messaging.
5. Optimize Image Alt Text: Include descriptive alt text for your images. Alt text helps improve the accessibility of your content and can also enhance your Pins’ search engine optimization (SEO).
6. Use Rich Pins: Take advantage of Pinterest’s Rich Pins, which provide additional information about your content. There are different types of Rich Pins, including product pins, recipe pins, and article pins. Implement the relevant type for your business to provide valuable context to users.
7. Pin Variations: Avoid pinning the same image or product repeatedly in a short time frame. Instead, create multiple Pins for the same content by changing the image, description, or angle. This prevents your profile from looking spammy.
8. Optimize Descriptions: Write compelling and keyword-rich descriptions for your Pins. Include relevant keywords that users might search for when looking for content like yours. Be concise and informative.
9. Include a Call to Action (CTA): Encourage engagement by adding a clear CTA to your Pin descriptions. Ask users to save, click, or learn more. A well-placed CTA can boost interaction with your content.
10. Link to Your Website: Ensure that each Pin links back to the relevant page on your website. This makes it easy for users to explore your products or services further.
11. Test and Analyze: Experiment with different Pin styles, formats, and descriptions to see what resonates best with your audience. Use Pinterest Analytics to track the performance of your Pins and adjust your strategy accordingly.
12. Consistent Pinning Schedule: Maintain a consistent posting schedule to keep your audience engaged. Use scheduling tools to plan and automate your Pin releases.

Remember that Pinterest is a platform where users are actively looking for inspiration and ideas. By providing high-quality, visually appealing content that aligns with your brand and resonates with your target audience, you can effectively use Pinterest to drive traffic, build brand awareness, and ultimately achieve your business goals.

Be Consistent

Consistency is a fundamental principle of success on Pinterest, as it is with any social media platform. Here’s why consistency matters on Pinterest and how to achieve it:

Why Consistency Matters on Pinterest

1. Algorithm Favorability: Pinterest’s algorithm rewards consistent pinning. When you regularly share fresh content, your pins are more likely to be shown to your followers and a broader audience.
2. Audience Engagement: Consistency keeps your audience engaged and interested. When users see that you regularly update your boards and share valuable content, they are more likely to follow, engage, and return to your profile.
3. Brand Recognition: Maintaining a consistent posting schedule and visual style reinforces your brand identity. It helps users recognize your content and builds trust over time.
4. Search Visibility: Pinterest prioritizes active and consistent pinners in its search results. By consistently posting high-quality content with relevant keywords, you increase your chances of showing up in user searches.

How to Achieve Consistency on Pinterest

1. Create a Content Calendar: Plan your Pinterest content in advance by creating a content calendar. Decide what types of content you’ll share and when. This can include product launches, seasonal content, or blog post promotions.
2. Schedule Pins: Use Pinterest scheduling tools like Pinterest’s native scheduler, Tailwind, or Buffer to automate your pinning schedule. This allows you to maintain a consistent presence even during busy periods.
3. Batch Content Creation: Dedicate specific days or blocks of time to create and curate content for Pinterest. This can help you prepare a backlog of pins to use over time.
4. Mix Content Types: Vary your content by including a mix of product pins, lifestyle pins, blog post pins, and inspirational pins. Diversifying your content keeps your audience engaged.
5. Set Realistic Goals: Determine how often you can realistically pin and stick to it. Whether it’s daily, a few times a week, or once a week, consistency is more important than frequency.
6. Engage with Your Audience: Respond to comments on your pins and engage with your followers. Interaction shows that you’re actively present on Pinterest and value your audience’s input.
7. Analyze and Adjust: Regularly review Pinterest Analytics to see which pins are performing well and which aren’t. Use this data to refine your strategy and focus on what works.
8. Stay Informed: Stay updated on Pinterest best practices and any algorithm changes. Pinterest often provides guidance for businesses on its official blog and help center.
9. Delegate or Outsource: If your business grows and managing Pinterest becomes too time-consuming, consider delegating the task to a team member or outsourcing it to a social media manager.

Remember that building a strong presence on Pinterest takes time, so be patient and persistent. Consistency over the long term is more likely to yield results and help you achieve your business objectives on this visual platform.

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Engage with Your Audience

Engaging with your audience on Pinterest is a crucial aspect of building a loyal following, increasing brand awareness, and driving traffic to your website. Here are some effective ways to engage with your audience on Pinterest:

1. Respond to Comments: Whenever someone leaves a comment on your pins or boards, take the time to reply promptly and thoughtfully. Engaging in conversations with your audience fosters a sense of community and builds trust.
2. Like and Comment on Others’ Pins: Don’t limit your interactions to your own content. Engage with other users’ pins by liking and leaving meaningful comments. This can help you connect with like-minded users and potentially attract them to your profile.
3. Collaborate with Others: Collaborative boards are a great way to engage with other users in your niche. Invite other pinners to contribute to your boards, and consider joining group boards relevant to your industry or interests. Collaboration can expand your reach and introduce your content to a wider audience.
4. Follow Relevant Users: Follow Pinterest users who are relevant to your business, industry, or interests. Many will follow you back, increasing your reach. Be selective in your follows, focusing on users who align with your target audience.
5. Use Hashtags Sparingly: While Pinterest isn’t as hashtag-driven as some other social platforms, using a few relevant hashtags in your pin descriptions can help your content be discovered by users searching for specific topics. Use them sparingly and make sure they are relevant to your content.
6. Pin Consistently: As mentioned earlier, maintaining a consistent pinning schedule is essential. Regularly pinning fresh content keeps your audience engaged and aware of your presence.
7. Highlight User-Generated Content: If customers or followers create content related to your products or services, consider highlighting their pins on your boards or website. This not only encourages user engagement but also demonstrates that you value your community.
8. Run Contests and Giveaways: Hosting contests or giveaways can be an excellent way to boost engagement. Ask users to create and pin content related to your brand, using a specific hashtag. Offer prizes to winners to incentivize participation.
9. Educate and Inspire: Pinterest users often turn to the platform for ideas and inspiration. Create pins and boards that educate and inspire your audience, whether it’s with how-to guides, tutorials, or lifestyle content.
10. Pin Fresh and Seasonal Content: Stay relevant by pinning seasonal and timely content. Whether it’s holiday-themed boards or trending topics in your industry, this can spark interest and conversations among your followers.
11. Monitor Analytics: Regularly check your Pinterest Analytics to understand what types of content resonate most with your audience. Use these insights to tailor your future pinning strategy.
12. Be Authentic: Authenticity goes a long way in building trust with your audience. Share behind-the-scenes glimpses of your business, showcase your team, and share your brand’s story.

Engaging with your audience on Pinterest requires ongoing effort and genuine interaction. By actively participating in conversations, collaborating with others, and consistently providing valuable content, you can build a strong and loyal community around your brand on Pinterest.

Utilize Keywords

Utilizing keywords effectively on Pinterest is crucial for improving the discoverability of your content. Pinterest operates as a visual search engine, so incorporating relevant keywords into your profile, board descriptions, and pin descriptions can significantly impact your visibility. Here’s how to make the most of keywords on Pinterest:

1. Keyword Research: Start by conducting keyword research to identify the terms and phrases that users are searching for on Pinterest. Use tools like Pinterest’s own search bar, Google’s Keyword Planner, or third-party tools like Ubersuggest to discover popular and relevant keywords in your niche.
2. Optimize Your Profile: Include relevant keywords in your Pinterest business profile. Add keywords to your business name, bio, and website description. This helps Pinterest understand what your business is about and improves your chances of appearing in search results.
3. Board Titles and Descriptions: Craft descriptive board titles and detailed board descriptions that incorporate relevant keywords. These elements not only help with discoverability but also give users a clear understanding of your board’s content.
4. Pin Descriptions: Write engaging and informative pin descriptions for each of your pins. Include relevant keywords naturally within these descriptions to provide context and improve search visibility.
5. Use Long-Tail Keywords: Long-tail keywords are specific, multi-word phrases that cater to more specific user intent. Incorporate long-tail keywords in your pin descriptions to attract users who are looking for precisely what your content offers.
6. Location-Based Keywords: If your business is location-specific, such as a local store or service provider, use location-based keywords to target users in your area. Mention your city, neighborhood, or service area where applicable.
7. Hashtags: While not as prominent as on some other social platforms, hashtags can still be valuable on Pinterest. Use a few relevant hashtags in your pin descriptions to increase your content’s visibility in Pinterest searches.
8. Keyword Variations: Don’t limit yourself to a single keyword per pin. Use variations and synonyms of your target keywords to capture a broader audience and cover different search queries.
9. Regularly Update Keywords: As your business and content evolve, periodically review and update your keywords to stay relevant. Trends change, and your keyword strategy should adapt accordingly.
10. Monitor Performance: Use Pinterest Analytics to track the performance of your pins and boards. Pay attention to which keywords are driving the most engagement and clicks, and adjust your strategy accordingly.
11. Create Content Around Keywords: Plan your Pinterest content around the keywords you’ve identified. Create pins, boards, and blog posts that align with popular search terms to attract a targeted audience.
12. User Intent: Consider the user’s intent when searching for content on Pinterest. Tailor your pin descriptions to provide solutions, ideas, or inspiration related to the keywords users are likely to use.

Remember that while keywords are essential, your content must deliver value to users. High-quality, visually appealing pins and engaging content should be the foundation of your Pinterest strategy. Incorporating keywords effectively enhances your content’s discoverability and helps you reach a broader audience interested in your niche or products.

Consider Advertising

Pinterest offers advertising options that can significantly boost your visibility, drive traffic to your website, and help you reach a larger and more targeted audience. If you’re looking to accelerate your Pinterest marketing efforts, consider advertising on the platform. Here’s a step-by-step guide on how to get started with Pinterest advertising:

1. Set Up Your Pinterest Business Account: Ensure you have a Pinterest business account. If not, you can convert your personal account into a business account or create a new one specifically for your business.
2. Create High-Quality Pins: Before you start advertising, make sure you have visually appealing and engaging pins. These are the assets you’ll use for your ad campaigns. Focus on creating pins that are designed to convert and meet your campaign objectives.
3. Define Your Advertising Goals: Determine what you want to achieve with your Pinterest advertising. Common objectives include driving website traffic, increasing brand awareness, promoting app installations, and generating leads or sales.
4. Access Pinterest Ads Manager: Log in to your Pinterest business account and access Pinterest Ads Manager. You can find it by clicking on the “Ads” tab at the top of your Pinterest homepage.
5. Create a Campaign: In Ads Manager, click “Create” to start a new advertising campaign. Select your campaign objective based on your goals.
6. Set Your Target Audience: Define your target audience by selecting demographics, interests, keywords, and other criteria. Pinterest offers detailed targeting options to reach the right audience for your business.
7. Choose Your Budget and Schedule: Decide on your advertising budget and set a daily or lifetime spending limit. You can also choose the duration of your campaign. Pinterest will provide estimated reach and clicks based on your budget.
8. Create Ad Groups: Organize your campaign by creating ad groups. Each ad group can have its own targeting, budget, and bid strategy. This allows you to test different approaches within a single campaign.
9. Design Your Ads: Upload the high-quality pins you’ve created earlier as your ad creative. Write compelling ad copy and add a relevant destination URL (usually your website). Make sure your ads align with your campaign objectives.
10. Bid Strategy: Choose a bid strategy based on your goals. Pinterest offers options like manual bidding, automated bidding, and target cost bidding. Your bid strategy determines how much you’re willing to pay for the desired action.
11. Review and Launch: Review your campaign settings, targeting, and budget one last time to ensure everything is in order. Once you’re satisfied, click “Launch Campaign” to start running your ads.
12. Monitor and Optimize: Regularly monitor the performance of your ads in Pinterest Ads Manager. Track key metrics like click-through rate (CTR), conversion rate, and return on ad spend (ROAS). Use this data to make adjustments and optimize your campaigns for better results.

Pinterest advertising can be a powerful tool to expand your reach and achieve specific business objectives. Experiment with different ad formats, targeting options, and creative elements to find the strategies that work best for your brand. With consistent monitoring and optimization, Pinterest ads can be a valuable addition to your digital marketing efforts.

Conclusion

Pinterest is a dynamic and visually engaging platform that can be a valuable asset to your business’s digital marketing strategy. By following the steps outlined in this Pinterest Business Guide, you can establish a strong presence, engage with your audience effectively, and drive traffic to your website. Here’s a recap of the key takeaways:

1. Create a Business Account: Start by creating a Pinterest business account or converting your personal account to a business account.
2. Optimize Your Profile: Craft a compelling profile with a professional picture, a clear bio, and a link to your website. Maintain consistent branding throughout your profile.
3. Create Boards: Organize your content into boards with descriptive names and keywords, making it easier for users to discover your content.
4. Pin High-Quality Content: Share visually appealing, high-resolution images and graphics. Write engaging descriptions and use keywords strategically.
5. Be Consistent: Maintain a regular posting schedule to keep your audience engaged and informed.
6. Engage with Your Audience: Respond to comments, like, and comment on others’ pins, collaborate with users in your niche, and build a sense of community.
7. Utilize Keywords: Incorporate relevant keywords in your profile, board descriptions, and pin descriptions to improve search visibility.
8. Consider Advertising: Explore Pinterest advertising options to accelerate your reach, attract a larger audience, and achieve specific business objectives.
9. Analyze and Adjust: Regularly review Pinterest Analytics to measure the performance of your pins, boards, and campaigns. Use these insights to refine your strategy and achieve better results.

Pinterest’s unique visual format and user base focused on discovery make it an excellent platform for showcasing your products, services, and ideas. By implementing these strategies and staying committed to your Pinterest marketing efforts, you can tap into the platform’s potential and enhance your online presence. Happy pinning!

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Thank you for taking the time to read my article “The Pinterest Business Guide: How to Get Started and Succeed”, hope it helps!