How To Use Pinterest For Business

Pinterest isn’t just another social media platform. It’s a powerful visual search engine that can help you connect with potential customers, drive traffic to your website, and significantly boost brand awareness. While many people use Pinterest for personal inspiration, businesses worldwide have discovered how to use Pinterest strategically to showcase their products, services, and content to an engaged audience. This guide explores everything you need to know about using Pinterest for business, from setting up a Pinterest Business account to optimizing pins for maximum reach.

Table of Contents

1. Why Use Pinterest for Business?
2. Setting Up a Pinterest Business Account
3. Understanding Pinterest’s Unique Audience
4. Creating and Organizing Boards
5. Designing Pins That Stand Out
6. Mastering Pinterest SEO
7. Strategic Pinterest Marketing Tactics
8. Leveraging Pinterest Analytics
9. Best Practices for Sustainable Growth
10. Conclusion

1. Why Use Pinterest for Business?

Pinterest boasts over 400 million active monthly users, with many people treating the platform like a discovery engine and online shopping catalog. Pinterest users are typically on the hunt for inspiration, ideas, and solutions—making it an excellent space for businesses to showcase their offerings. Here’s why it might be the perfect platform for you:

• High Purchase Intent: Many Pinterest users plan purchases while browsing. This high-intent mindset can lead to higher conversions.
• Visual Appeal: Pinterest’s visually driven format allows you to present products, content, or services in a highly engaging way.
• Search Engine Quality: Pinterest functions much like a search engine. By optimizing your pins and boards with relevant keywords, you can get discovered by people looking for your specific niche.
• Longer Content Lifespan: Unlike some social media platforms where posts fade quickly, pins can surface in searches weeks, months, or even years later.

2. Setting Up a Pinterest Business Account

To get started, you’ll need a Pinterest Business account, which comes with features like Pinterest Analytics, the ability to run ads, and Rich Pins. If you already have a personal account, you can easily convert it to a business account.

1. Create or Convert Your Account
   • Go to Pinterest for Business and follow the prompts to create or convert your existing profile.
   • Fill in all the necessary details, including your business name, website URL, and industry type.
2. Optimize Your Profile
   • Profile Picture: Use a clear, high-resolution logo or branded image.
   • Display Name: Include relevant keywords with your brand name to improve discoverability.
   • Bio: Craft a concise description that highlights your niche, value proposition, and a strategic keyword or two.
3. Claim Your Website
   • This step verifies your site with Pinterest, ensuring your brand is linked to your account. Claiming your website also grants you access to analytics data for pins published from your site.
4. Enable Rich Pins
   • Rich Pins display extra details like product price, ingredients (for recipes), or article descriptions directly on the pin. This can significantly boost engagement and click-through rates.

3. Understanding Pinterest’s Unique Audience

Pinterest users, often referred to as “Pinners,” use the platform for:

• Inspiration and Planning: Weddings, home décor, DIY projects, fashion, recipes, workouts, and more.
• Future Purchases: Many pinners create boards for products they plan to buy in the future.
• Brand Discovery: Pinterest helps people discover new and innovative brands.

Knowing that Pinterest is more of a visual search engine than a traditional social channel, it’s crucial to understand the intent behind user actions. The audience is open to discovering products and ideas, which means a well-optimized pin can lead to significant brand exposure.

4. Creating and Organizing Boards

Pinterest boards are how you categorize and showcase your content. By organizing your boards effectively, you can guide visitors through your profile and keep your brand visually cohesive.

1. Board Titles
   • Use clear, keyword-rich titles. For example, if you sell kitchen gadgets, a board titled “Innovative Kitchen Gadgets” or “Kitchen Organization and Tools” can attract more relevant audience segments.
2. Board Descriptions
   • Treat this like an SEO opportunity. Use relevant keywords and phrases to describe what each board contains and why someone should follow it.
3. Board Cover Images
   • Choose an appealing pin as your board cover image. A cohesive cover design strategy can give your profile a professional, curated look.
4. Topic Relevance
   • Ensure each board focuses on a specific topic or theme. Mixing unrelated content can confuse users and diminish the board’s value.

5. Designing Pins That Stand Out

Eye-catching visuals are the cornerstone of Pinterest success. To encourage clicks, saves, and shares, your pins need to be engaging, informative, and clearly branded.

1. Optimal Pin Size
   • Pinterest recommends vertical images with a 2:3 aspect ratio (e.g., 1000 × 1500 pixels). Vertical pins generally perform better as they take up more space in users’ feeds.
2. Compelling Images and Graphics
   • Use high-quality photos, bold text overlays, and distinct color palettes that align with your brand.
   • Consider adding a subtle call-to-action (CTA) text on the pin, such as “Shop Now,” “Learn More,” or “DIY Tutorial Inside.”
3. Branding Elements
   • Incorporate your logo or brand colors to increase brand recognition.
   • Maintain consistent design templates if possible, so your pins become instantly recognizable.
4. Descriptive Pin Copy
   • Write a concise yet informative description that highlights the pin’s content. Include relevant keywords and a clear CTA inviting users to click through.
5. Use Video Pins
   • Video pins auto-play in users’ feeds, which can be a powerful way to capture attention. Show tutorials, product demos, or behind-the-scenes clips to engage viewers longer.

6. Mastering Pinterest SEO

Because Pinterest is a discovery platform and a visual search engine, SEO (Search Engine Optimization) is vital. The more optimized your pins and boards are, the higher your chances of appearing in Pinterest search results and related feeds.

1. Keyword Research
   • Use Pinterest’s search bar to find popular keywords. Type a seed keyword and look at the suggested terms that appear beneath the search box.
   • Tools like Google Keyword Planner and Pinterest Trends can also help you gauge search volume and trending topics.
2. Keyword Placement
   • Pin Titles: Ensure your main keyword is in the pin title.
   • Pin Descriptions: Incorporate secondary keywords naturally.
   • Board Titles & Descriptions: Use strategic keywords that align with your brand’s focus.
   • Profile Bio: Weave in core keywords related to your brand.
3. Use Hashtags Sparingly
   • While not as central as on other social platforms, relevant hashtags (1-2 per pin) can still help categorize your content.
4. Image File Names
   • Before uploading pins, rename your images with relevant keywords (e.g., “keto-cheesecake-recipe.jpg”). Every detail contributes to better discoverability.

7. Strategic Pinterest Marketing Tactics

Once you have optimized boards and pins, it’s time to amplify your presence using a variety of Pinterest marketing strategies.

1. Join Group Boards
   • Group boards allow multiple contributors to pin content on a common topic. Joining relevant, high-engagement group boards can expose your pins to new audiences and expand your reach.
2. Create Idea Pins
   • Formerly known as Story Pins, Idea Pins let you share multiple pages of content in one pin. They’re interactive and can keep users engaged longer.
3. Collaborate with Influencers
   • Partner with Pinterest influencers in your niche. They can create pins featuring your products or services, driving traffic and sales.
4. Promoted Pins
   • Pinterest Ads are a great way to reach a larger audience. Promoted pins appear in users’ feeds and search results, helping you target specific demographics, interests, or keywords.
5. Seasonal and Trending Content
   • Pinterest users love planning for holidays and seasonal events. Create pins tailored to upcoming holidays or trending topics to capture timely traffic.
6. Cross-Promote Your Pinterest
   • Embed Pinterest widgets on your website or blog.
   • Share your Pinterest boards or pins on other social media channels.
   • Encourage your email newsletter subscribers to follow you on Pinterest.

8. Leveraging Pinterest Analytics

Once your Pinterest strategy is underway, keep track of how your pins are performing. Pinterest Analytics helps you see what resonates with your audience and how to refine your strategy.

1. Audience Insights
   • Learn about the demographics, interests, and online behaviors of your viewers and engaged audience.
   • Tailor your content to better match what your target audience values.
2. Pin Performance Metrics
   • Impressions: How many times your pin is seen.
   • Saves (Repins): Indicates how many users saved your pin to their boards.
   • Clicks: Measures how many users clicked through to your website.
   • Engagement Rate: Evaluates how appealing and interactive your pins are.
3. Optimize Based on Data
   • Double down on content that gains traction.
   • Refine or remove strategies that don’t generate desired results.

9. Best Practices for Sustainable Growth

Building a strong business presence on Pinterest is a marathon, not a sprint. By following these best practices, you’ll foster consistent, long-term growth:

1. Consistency in Pinning
   • Aim to pin daily or several times a week. Consistent activity helps boost visibility.
   • Use a scheduling tool like Tailwind to plan and space out your pins.
2. High-Quality Content Over Quantity
   • Focus on producing high-quality pins that offer value. Over-posting repetitive or low-quality content can negatively impact your reputation and ranking.
3. Engage With the Community
   • Follow relevant brands and influencers in your niche.
   • Repin quality content from others to build a well-rounded profile that resonates with your target audience.
4. Refresh Older Pins
   • If a popular pin from the past aligns with a current campaign or is still relevant, update the description or create a fresh design to re-share it.
   • Consider seasonal or trending events to revive older content.
5. Stay Updated With Platform Changes
   • Pinterest often rolls out new features, such as shopping pins or new analytics tools. Keep an eye on updates to maintain a competitive edge.

10. Conclusion

Using Pinterest for business offers a world of opportunity for brand discovery, audience engagement, and online sales growth. By treating Pinterest more like a visual search engine than a typical social media site, you’ll gain a strategic edge in reaching customers who are actively looking for inspiration and solutions.

Remember to:

• Optimize your profile and pins with relevant keywords.
• Use eye-catching visual designs that clearly represent your brand.
• Leverage Pinterest’s analytics to continually refine your approach.
• Stay consistent, adapt to trends, and engage with your community for sustained success.

Whether you’re a small business owner, e-commerce retailer, or content creator, Pinterest is an indispensable tool to add to your digital marketing arsenal. Start harnessing its potential today to drive traffic, grow your following, and elevate your brand in the online marketplace.