How to Use Pinterest for Business 2024

Setting Up Your Pinterest Business Account

Ready to tap into the power of Pinterest for your business? The first step is setting up your Pinterest business account. Let’s walk through creating and converting to a business account and optimizing your profile for maximum visibility.

Creating and Converting to a Business Account

Creating a Pinterest business account is straightforward and offers many benefits, from advanced analytics to advertising capabilities.

• Sign Up or Log In: If you don’t already have a Pinterest account, head to Pinterest’s website and sign up. If you do, log in to your existing account.
• Convert to a Business Account: If you’re starting fresh, choose “Create a Business Account” during the sign-up process. If you already have a personal account, you can convert it to a business account. Go to your profile, click on the three dots in the top-right corner, and select “Settings.” From there, choose “Account settings” and then “Convert to business account.”
• Complete Your Profile: Add your business name and select the category that best describes your business. This helps Pinterest tailor recommendations and analytics to your industry.
• Verify Your Website: Verifying your website is crucial for accessing Pinterest Analytics and gaining more credibility. Go to your account settings, select “Claim,” and follow the instructions to add a verification code to your website.

Optimizing Your Profile for Maximum Visibility

Your Pinterest profile is your brand’s first impression, especially if you’re using it at the top of your marketing funnel (which we highly recommend in most cases) so let’s make it count. Here’s how to optimize it for maximum visibility

• Profile Picture: Use a high-quality image that represents your brand. Your logo is a great choice as it helps with brand recognition. Ensure it’s clear and visually appealing, even at a small size.
• Username and Display Name: Choose a username that is consistent with your brand’s name on other social media platforms. This consistency helps users find and recognize your brand. Your display name can be your full business name or a variation that includes relevant keywords.
• Bio: Your bio should be concise, informative, and engaging. You have 160 characters to tell users who you are and what you do. Include relevant keywords to improve your profile’s discoverability.
• Example: “Innovative home décor and DIY inspiration. Follow us for tips, trends, and beautiful designs!”
• Website Link: Add a clickable link to your website. This drives traffic directly from Pinterest to your site, helping to increase visits and potential sales. You can also claim your domain and add HTML code to your website – this will hugely help with your SEO.
• Contact Information: Ensure your contact information is up-to-date. This can include your email address or a link to your contact page. It makes it easy for potential customers to get in touch with you.
• Featured Boards: Feature your most important boards at the top of your profile. Choose boards that best represent your brand and include high-quality pins that showcase your products or services. This helps new visitors understand what your brand is about at a glance.
• Consistency and Branding: Maintain a consistent look and feel across your pins and boards. Use your brand colors, fonts, and style to create a cohesive and professional appearance. This consistency strengthens your brand identity and makes your profile more attractive.

Understanding Pinterest’s Features

To make the most of Pinterest for your business, it’s crucial to understand its key features. From creating and optimizing pins to leveraging Rich Pins, organizing Pinterest boards, and using Pinterest Analytics, here’s how to get the most out of Pinterest’s powerful tools.

Pin Creation and Optimization

Creating visually appealing and optimized pins is the cornerstone of a successful Pinterest strategy.

• High-Quality Images: Use high-resolution images that are visually striking and relevant to your content. Vertical images with a 2:3 aspect ratio (e.g., 1000 x 1500 pixels) perform best on Pinterest.
• Compelling Titles and Descriptions: Craft engaging titles and detailed descriptions for your pins. Include relevant keywords naturally to improve searchability and appeal to your target audience.
• Branding: Incorporate your logo and brand colors into your pins. This helps with brand recognition and ensures your content stands out in users’ feeds.
• Hyperlinking: Pinterest reach means nothing without hyperlinking – make sure the content you’re hyperlinking to is relevant to the post, whether that be a TikTok video, product, Instagram page, or blog!

Rich Pins: What They Are and How to Use Them

Rich Pins provide extra information directly on the pin itself, making your content more useful and engaging.

• Types of Rich Pins: There are four types of Rich Pins—Product, Recipe, Article, and App. Each type provides specific details, such as pricing and availability for Product Pins, ingredients and cooking times for Recipe Pins, or author and headline for Article Pins.
• Benefits of Rich Pins: Rich Pins automatically update with information from your website, ensuring that the content is always current. This feature makes your pins more informative and actionable, which can drive higher engagement.
• Setting Up Rich Pins: To enable Rich Pins, you need to add meta tags to your website and validate your pins through Pinterest’s Rich Pin Validator. Once approved, your pins will display the additional information automatically.

Pinterest Boards: Organizing and Curating Content

Organizing your pins into boards helps users find and engage with your content more easily.

• Creating Boards: Create boards that align with your business’s categories or themes. Each board should have a clear focus and a descriptive title that includes relevant keywords.
• Curating Content: Regularly update your boards with fresh content. Pin a mix of your own content and high-quality content from others to keep your boards diverse and engaging.
• Board Covers: Design custom board covers to maintain a cohesive look and feel. This enhances your brand identity and makes your profile more attractive.
• Collaborative Boards: Consider creating collaborative boards with influencers or partners. This can increase your reach and introduce your brand to new audiences.

Pinterest Analytics: Tracking Your Performance

Pinterest Analytics provides valuable insights into how your content is performing, helping you refine your strategy.

• Accessing Analytics: To access Pinterest Analytics, click on “Analytics” in the top left corner of your profile. This will take you to a dashboard with various metrics.
• Key Metrics to Monitor: Pay attention to metrics such as impressions, saves, outbound clicks, and engagement rates. These metrics indicate how well your content is resonating with your audience.
• Retention Rate: The retention rate shows how long users are engaging with your pins. A high retention rate suggests that your content is compelling and holds users’ attention.
• Refining Your Strategy: Use the insights from Pinterest Analytics to adjust your content strategy. Identify which types of pins and boards perform best and focus on creating more of that content. Test different approaches and continuously refine based on performance data.

Developing a Pinterest Content Strategy

Creating an effective Pinterest content strategy is essential for reaching and engaging your target audience. Let’s explore how to identify your audience, set clear content goals, create a content calendar, and diversify your content with infographics, tutorials, product pins, and user-generated content.

Identifying Your Target Audience

Understanding who your target audience is will help you tailor your content to their interests and needs.

• Demographics: Start by analyzing the demographics of Pinterest users and identifying which segments align with your business. Pinterest is particularly popular among women, but it’s also gaining traction with men and younger audiences.
• Interests: Look at the interests and behaviors of your current customers. Use Pinterest Analytics to see what types of content your followers engage with the most.
• Personas: Create detailed personas of your ideal customers, considering factors like age, gender, location, interests, and pain points. These personas will guide your content creation process and ensure it resonates with your target audience.

Setting Clear Content Goals

Having clear content goals will help you measure success and stay focused on your objectives.

• Engagement: Aim to increase engagement through likes, saves, comments, and repins. Engaged users are more likely to become loyal customers.
• Traffic: Drive traffic to your website or online store. Include clear calls to action and ensure your pins link to relevant landing pages.
• Brand Awareness: Use Pinterest to increase brand awareness and reach new audiences. Consistently share high-quality, branded content to build recognition.
• Sales: Boost sales by showcasing your products and services. Use rich pins and shoppable content to make it easy for users to purchase directly from Pinterest.

Creating a Content Calendar

A content calendar helps you plan and organize your pins, ensuring consistent and strategic content delivery.

• Monthly Themes: Plan your content around monthly themes or campaigns. This keeps your content fresh and relevant, aligning with seasonal trends and business objectives.
• Scheduling: Schedule your pins in advance using Pinterest’s native scheduling software, or tools like Tailwind. This ensures you maintain a regular posting schedule without last-minute rushes. It’s all about planning!
• Balance: Ensure a mix of different content types, such as infographics, tutorials, product pins, and user-generated content. This keeps your boards diverse and engaging.

Types of Content: Infographics, Tutorials, Product Pins, and User-Generated Content

Diversifying your content is key to keeping your audience engaged. Here are some types of content to include in your Pinterest strategy:

• Infographics: Infographics are highly shareable and can simplify complex information. Use them to share tips, statistics, or step-by-step guides.
• Tutorials: Create tutorials that provide value to your audience. Whether it’s a DIY project, recipe, or how-to guide, tutorials position your brand as a helpful resource.
• Product Pins: Showcase your products with high-quality images and detailed descriptions. Use rich pins to provide additional information, such as pricing and availability.
• User-Generated Content: Encourage your customers to create content featuring your products. Repost their pins to build a sense of community and trust. User-generated content acts as social proof and can boost credibility.

Content Creation Tips

Creating captivating and optimised content is essential for making your Pinterest strategy successful. Here are some top tips for designing high-quality pins, writing compelling pin descriptions, and incorporating both seasonal and evergreen content.

Designing High-Quality Pins

High-quality visuals are crucial for grabbing attention on Pinterest. Here’s how to ensure your pins are top-notch

• Use High-Resolution Images: Always use high-resolution images to ensure your pins look professional and attractive. Blurry or pixelated images can turn users away.
• Vertical Format: Pinterest favours vertical pins with a 2:3 aspect ratio (e.g., 1000 x 1500 pixels). This format takes up more space in the feed and is more likely to catch users’ eyes.
• Consistent Branding: Incorporate your brand’s colours, fonts, and logo into your pins. Consistent branding helps users recognise your content and reinforces your brand identity.
• Text Overlay: Use text overlays to make your pins informative. Highlight key messages, product names, or calls to action. Ensure the text is clear and easy to read, even on smaller screens.
• Engaging Visuals: Use engaging and relevant visuals that resonate with your target audience. Whether it’s product images, lifestyle photos, or infographics, make sure they are visually appealing and aligned with your brand.

Writing Compelling Pin Descriptions

A compelling pin description can significantly increase the visibility and engagement of your pins. Here’s how to craft descriptions that stand out

• Be Descriptive and Informative: Provide detailed information about what the pin is about. Describe the content clearly and concisely, giving users a reason to click through.
• Use Keywords: Incorporate relevant keywords naturally into your descriptions to improve searchability. Think about what terms your audience might use to find your content.
• Tell a Story: Where appropriate, use your descriptions to tell a story or provide additional context. This can make your pins more engaging and relatable to users.

Incorporating Seasonal and Evergreen Content

Balancing seasonal and evergreen content ensures your Pinterest boards remain relevant and engaging throughout the year.

• Seasonal Content: Create content that aligns with seasonal trends, holidays, and events. Seasonal content is timely and can attract high engagement during specific periods. Plan your content calendar around key dates like Christmas, Valentine’s Day, and back-to-school season.
• Evergreen Content: Evergreen content is timeless and remains relevant regardless of the season. This type of content continues to attract traffic and engagement over time. Examples include how-to guides, tips and tricks, and fundamental industry insights.
• Mix It Up: Ensure a good mix of seasonal and evergreen content on your boards. This keeps your profile active and engaging year-round, while also capitalising on peak interest periods.
• Repurpose and Update: Regularly update and repurpose your evergreen content to keep it fresh. For seasonal content, make slight adjustments each year to reflect current trends.

Keyword Strategies for Pinterest

Keywords are the backbone of a successful Pinterest strategy. By understanding different types of keywords, knowing the difference between short-tail and long-tail keywords, researching and selecting the right ones, and effectively integrating them into your pins and boards, you can significantly boost your visibility and engagement.

Understanding Different Types of Keywords

Keywords on Pinterest can be broadly classified into a few categories

• Primary Keywords: These are the main keywords that directly relate to your business, products, or services. For example, if you sell handmade jewellery, “handmade jewellery” is a primary keyword.
• Secondary Keywords: These are related keywords that add more context. They can include specific materials, styles, or use cases, like “sterling silver earrings” or “boho necklaces.”
• Branded Keywords: These include your brand name and any variations of it. They help users who are specifically searching for your brand to find you easily.
• Niche Keywords: These are highly specific keywords that target a narrow audience. They might include very specific product details or use cases, such as “vegan leather wallet” or “eco-friendly home decor.”

Short-Tail vs. Long-Tail Keywords

Understanding the difference between short-tail and long-tail keywords is crucial for a well-rounded keyword strategy.

• Short-Tail Keywords: These are broad, one- or two-word phrases. They tend to have high search volume but are also highly competitive. Examples include “jewellery” or “home decor.” While important, they can be hard to rank for.
• Long-Tail Keywords: These are longer, more specific phrases. They typically have lower search volume but higher conversion rates because they attract users who know exactly what they’re looking for. Examples include “handmade silver jewellery for women” or “DIY home decor ideas.” Long-tail keywords are less competitive and often more effective in reaching a targeted audience.

How to Research and Select Keywords for Pinterest

Effective keyword research is the foundation of your Pinterest strategy. Here’s how to find the best keywords for your content

• Pinterest Search Bar: Use Pinterest’s search bar to see what keywords and phrases are suggested as you type. These suggestions are based on popular searches and can give you insights into what users are looking for.
• Pinterest Trends Tool: Use the Pinterest Trends tool to see what topics are currently popular. This tool can help you identify trending keywords and adapt your content strategy accordingly.
• Competitor Analysis: Look at the keywords your competitors are using. Analyse their most popular pins and see which keywords appear frequently in their descriptions and titles.
• Keyword Research Tools: Use keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords with good search volume and low competition. While these tools are not specific to Pinterest, they can still provide valuable insights.
• Analytics: Use Pinterest Analytics to track which keywords are driving the most traffic to your pins and boards. This data can help you refine your keyword strategy over time.

Integrating Keywords into Your Pins and Boards

Once you’ve identified the right keywords, it’s important to integrate them effectively into your Pinterest content.

• Pin Titles: Include your primary keyword in the pin title. Make sure it’s descriptive and engaging to attract clicks.
• Pin Descriptions: Use a natural, conversational tone to integrate your primary and secondary keywords into your pin descriptions. Aim to include keywords within the first 50-60 characters to ensure they’re visible in the feed.
• Board Titles and Descriptions: Optimise your board titles and descriptions with relevant keywords. This helps users find your boards through Pinterest search.
• Hashtags: Use relevant hashtags to increase the discoverability of your pins. Hashtags act like keywords and can help your content reach a broader audience.
• Alt Text: If you’re pinning from your website, include keywords in the alt text of your images. This not only helps with Pinterest SEO but also with general search engine optimisation.

Engagement and Growth Strategies

Building a thriving community and fostering engagement are crucial for growing your presence on Pinterest. Here’s how to engage with followers and other pinners, encourage interaction on organic pins, and leverage Pinterest groups and communities to boost your reach.

Building a Community: Engaging with Followers and Other Pinners

Engaging actively with your audience helps build a loyal community around your brand.

• Respond to Comments: Always respond to comments on your pins. Acknowledge compliments, answer questions, and thank users for their input. This shows that you value their engagement and are approachable.
• Follow Relevant Pinners: Follow pinners who share similar interests or are part of your industry. Engage with their content by liking, commenting, and repinning their pins. This can help build relationships and increase your visibility.
• Pin Consistently: Regularly adding fresh content keeps your profile active and engaging. Aim to pin at least a few times a week to maintain a consistent presence.
• Personalised Messages: Occasionally send personalised messages to your followers. Whether it’s a thank you note for a repin or a comment on their pins, personalised interactions can strengthen community bonds.

Encouraging Engagement on Organic Pins

Organic engagement is key to increasing your reach and visibility on Pinterest.

• Create Eye-Catching Pins: Design visually appealing pins that stand out in users’ feeds. High-quality images, vibrant colours, and clear text overlays can grab attention and encourage clicks.
• Engaging Descriptions: Write compelling pin descriptions that spark interest and curiosity. Use relevant keywords naturally and include a call to action, such as “Check out the full tutorial” or “Shop now.”
• Interactive Content: Create pins that invite interaction. For example, ask questions in your descriptions, run polls, or create pins that encourage users to comment with their opinions or experiences.
• Showcase User-Generated Content: Highlighting user-generated content not only provides social proof but also encourages others to engage. Repost and give credit to users who share content featuring your products.

Leveraging Pinterest Groups and Communities

Pinterest groups and communities are excellent for networking and expanding your reach.

• Join Group Boards: Group boards allow multiple pinners to contribute to a single board. Joining relevant group boards can help you reach a larger audience. Look for active groups related to your niche and request to join.
• Contribute Regularly: Once you’re part of a group board, contribute high-quality pins regularly. Engage with other members’ pins by liking, commenting, and repinning. This increases your visibility and establishes you as an active community member.
• Create Your Own Group Board: Consider creating your own group board and inviting influencers or active pinners in your niche to contribute. This can boost your board’s visibility and attract more followers.
• Participate in Pinterest Communities: Pinterest communities are spaces where users can discuss specific topics. Join communities related to your industry, share insights, and engage in discussions. This can position you as an authority in your field and attract followers.

Leveraging Pinterest Analytics

To make the most of your Pinterest efforts, it’s essential to dive into the data. Pinterest Analytics offers valuable insights that can help you refine your strategy and optimize your content. Let’s explore the key metrics to monitor, how to use Pinterest Analytics to refine your strategy, and the importance of A/B testing for optimization.

Key Metrics to Monitor: Impressions, Saves, and Outbound Clicks

Understanding the key metrics in Pinterest Analytics is crucial for measuring your success and identifying areas for improvement.

• Impressions: Impressions indicate how many times your pins were seen on Pinterest. High impressions mean your content is visible and appearing in users’ feeds and searches. Monitor this metric to gauge your overall reach.
• Saves: Saves (also known as repins) show how many users have saved your pins to their own boards. This metric is a strong indicator of engagement and interest in your content. High save rates suggest your pins are resonating with your audience.
• Outbound Clicks: Outbound clicks measure how many users clicked through your pins to visit your website or landing page. This metric is crucial for assessing how effectively your pins drive traffic to your site. High outbound clicks can lead to increased conversions and sales.

Using Pinterest Analytics to Refine Your Strategy

Pinterest Analytics provides detailed data that can help you fine-tune your content strategy and improve performance.

• Identify Top-Performing Pins: Analyse which pins receive the most impressions, saves, and outbound clicks. Look for patterns in the content type, design, and keywords used. Replicate successful elements in future pins to boost engagement.
• Understand Audience Demographics: Use Pinterest Analytics to learn more about your audience’s demographics, such as age, gender, and location. Tailor your content to better meet the preferences and needs of your target audience.
• Track Board Performance: Assess the performance of your boards by examining the number of followers, saves, and clicks each board receives. Focus on updating and promoting boards that perform well, and consider revamping or archiving underperforming ones.
• Monitor Seasonal Trends: Identify seasonal trends and peak engagement times. Use this information to plan timely and relevant content that aligns with your audience’s interests and seasonal behaviour.

A/B Testing Pins and Boards for Optimization

A/B testing (or split testing) is a powerful technique for optimizing your pins and boards by comparing different versions to see which performs better.

• Test Pin Variations: Create multiple versions of the same pin with slight variations in design, title, or description. Test these variations to determine which one generates the most impressions, saves, and clicks. Use the winning elements in future pins.
• Experiment with Keywords: Try using different keywords in your pin descriptions and board titles. A/B test to see which keywords improve visibility and engagement. This can help you discover the most effective keywords for your niche.
• Assess Board Organisation: Experiment with the organization and categorization of your boards. Test different ways of grouping pins and see which arrangement attracts more followers and engagement.
• Measure and Adjust: Continuously monitor the results of your A/B tests and adjust your strategy based on the findings. Regular testing and refinement can lead to significant improvements in your Pinterest performance.

Case Studies and Success Stories

Learning from the successes of other brands can provide valuable insights and inspiration for your own Pinterest strategy. Let’s explore some examples of brands that have effectively used Pinterest for business and the key takeaways from their successful campaigns.

Examples of Brands Successfully Using Pinterest for Business

Etsy

Etsy, the global marketplace for unique and creative goods, has mastered the art of using Pinterest to drive traffic and sales.

• Strategy: Etsy creates visually appealing pins that showcase the unique products available on its platform. They regularly update their boards with seasonal and trending content, ensuring their pins are always relevant.
• Results: By leveraging Pinterest’s visual nature, Etsy has been able to significantly increase traffic to their website, leading to higher sales and increased brand awareness.

Whole Foods Market

Whole Foods Market uses Pinterest to engage with health-conscious consumers and promote their organic and natural products.

• Strategy: Whole Foods shares recipes, cooking tips, and lifestyle content that aligns with their brand values. They also use rich pins to provide detailed information about their products, making it easier for users to make informed choices.
• Results: This approach has helped Whole Foods build a loyal community on Pinterest, drive traffic to their website, and boost in-store sales.

Airbnb

Airbnb uses Pinterest to inspire travellers and promote unique accommodations around the world.

• Strategy: Airbnb creates visually stunning boards that highlight beautiful destinations, travel tips, and unique stays. They use user-generated content to showcase real experiences and inspire others to book through Airbnb.
• Results: By tapping into the aspirational nature of travel, Airbnb has been able to increase engagement, drive traffic to their website, and grow their booking rates.

Key Takeaways from Successful Campaigns

Create Visually Appealing Content

Successful brands on Pinterest understand the importance of high-quality, visually appealing content. Eye-catching images and well-designed pins are more likely to attract attention and engagement.

• Actionable Tip: Invest in high-quality photography and graphic design to create visually stunning pins that stand out in the feed.

Leverage Seasonal and Trending Content

Brands like Etsy and Whole Foods Market effectively use seasonal and trending content to stay relevant and engage their audience.

• Actionable Tip: Plan your content calendar around seasonal trends and holidays. Create pins that align with current interests and events to capture the attention of your audience.

Use Rich Pins for Detailed Information

Rich pins provide extra details directly on the pin, making your content more informative and useful. Whole Foods Market, for example, uses rich pins to give users more information about their products.

• Actionable Tip: Enable rich pins for your account and use them to provide detailed information about your products or services. This can help increase engagement and drive traffic to your website.

Showcase User-Generated Content

Airbnb successfully uses user-generated content to build trust and authenticity. Featuring real experiences and customer stories can make your brand more relatable and credible.

• Actionable Tip: Encourage your customers to share their experiences with your products or services on Pinterest. Repost user-generated content to build a sense of community and trust.

Consistent Posting and Engagement

Regular posting and active engagement are key to maintaining a strong presence on Pinterest. Brands that post consistently and interact with their audience tend to see better results.

• Actionable Tip: Develop a consistent posting schedule and actively engage with your followers. Respond to comments, repin relevant content, and participate in group boards to increase your visibility.