You may still believe that Facebook and Twitter are the only social media marketing tool you need, but think again.
Business Pinterest accounts are your new best friend.
Pinterest pins account for eighty percent of all repins. This means that the platform values sharing content. A pin's average life span is three months, which is longer than Facebook's average of five to six hours and Twitter's average of 15-20 minutes.
Pinterest is now the most popular tool for business marketing since Facebook bought Instagram.
It's a good thing. If a 30% increase in Pinterest accounts over last year doesn't indicate that your business should join over 250 million active users monthly, I don’t know what is.
Pinterest's real strength is not just its ability to feed obsessions about exotic destinations and delicious food. It also offers integrated features for business accounts. You can promote your brand on Pinterest for Business accounts by joining the growing number of businesses that have Pinterest for Business accounts.
Perks for Pinterest Business Accounts
To fully utilize Pinterest's marketing potential, you will need to create a Pinterest for Business account if you don't already have one. You get:
They Offer Other Terms of Service
A business's terms of service may be slightly different. Make sure you read them carefully. This is due to the fact that the account is being used commercially.
There are still the Acceptable Use Policy and Pin Etiquette Policy. However, there are some guidelines for commercial usage.
- Do not promote spam by asking participants to leave comments repeatedly.
- Do not “run a sweepstake in which each pin, repin, and like represents an entry [or] request pinners to vote for a repin or similar.”
- Do not run sweepstakes, contests, or promotions too often.
- Do not suggest that Pinterest endorses or sponsors your business.
They Offer Educational Marketing Materials
Pinterest is more than a platform. They also create educational marketing materials that will help you maximize the effectiveness of Pinterest for marketing your business.
- Resources for businesses: Guides, insights, and tools to help creators make Pinterest work.
- Pinterest business community: Where creators and businesses can collaborate
To keep up to date on the release dates and for basic tips, you can also visit the Pinterest Blog.
Get access to Pinterest Analytics
Pinterest Analytics is one the most exciting features of a Pinterest for Business Account. You will have access to all important tracking information once you verify your account. This will allow you to identify which content and strategies work best so that you can improve your marketing.
Rich pins loaded with more information than average pins
Rich pins come in five types. Each one is loaded with more information than the average pin and can be used to generate serious sales power. These include stock and price updates in real time, direct links to your website, and interactive maps. Rich Pin strategy will be covered in more detail later.
Get access to the latest tools and features
Pinterest promises to bring new tools only to business accounts in future. This includes promoted pins, buyable pins for eCommerce, promoted pins, the Pin It Button and the Widget Builder. You can keep up to date with new tools by signing up for the Pinterest newsletter.
Instead of using the standard First + Last Name formula, you can use your business name. Your Pinterest account will not have an automatic link with your Facebook account. You should therefore add a Facebook tab on your Pinterest homepage.
How to Make Popular Pins From Your Pinterest Business Account
If you do your pins right, they can drive engagement for your company.
The Social Media Examiner has described Pinterest as a visual search engine. Your content should be searchable, just like you would when you write blog articles or post on your business Instagram account.
It won't be searchable if it isn't.
Before you start pinning, it is important to first understand Pinterest culture. This includes what your followers are searching for and how to create popular pins.
1. Make pins in the Most Popular Categories
Knowing the top Pinterest categories will help you decide which boards are best for your business.
71.1 percent of Pinterest users are females. Only 14.9 percent of users are males. Pins are categorised so that if you don't have any Pinterest boards related to DIY crafts then you can't have one dedicated to glue-gunning. Choose the most popular!
2. Use images that work
A quick glance at Pinterest will show you how visually rich this site is. Your images are the foundation of every pin you share, with such a strong emphasis on visual impact.
What is it that makes Pinterest's top pins so beloved?
Pins are the same width with unlimited length. For a typical pin, 736×1102 pixels is a good size. It isn't too large nor too small. This size makes it easy to scale your images with Canva's Pinterest template.
4. Use Instructographics
Sometimes, it is a good idea to use the longer length allotment. Pinterest invented the term “instructographic”, which is another name for infographics. These are very popular due to their DIY and how-to nature. We know this from Pinterest.
It's one thing creating a great pin. But it's another to share it. If you don't optimize your pin for engagement, no one will find it.
The Best Times to Pin
Pin times will depend on the habits of your target audience. Therefore, you should always test your optimal posting times. The best times to post are usually between 2 and 4 PM EST, and 8 to 1 AM EST. HubSpot research also suggests that Saturday morning is the best time to post.
Pin Content From Your Sites
You can add a hovering Pin It to any image on your site or through your smartphone app via Pinterest. There is a Pinterest Pin It hover button plugin for WordPress.
These buttons are easy to integrate and direct site visitors to your Pinterest account. They can also pin content from your site on their own accounts. Without these buttons, your site is unlikely to get any interaction with Pinterest.
Connect to Other Social Media Platforms
When you create a social media account, you don't want followers to be lost. It is easy to link your Instagram, Youtube, Etsy accounts and your Pinterest for Business account.
You will be able to tap into your existing followers on other platforms, which will help you gain more followers. This will also help you spread your content across different platforms, so that more people see it. It will also add relevant buttons to your Pinterest profile.
To connect your social media accounts:
- Click the dropdown menu to access your “Settings”.
- Navigate to the section “Claim”.
- Click the “Claim” button to connect your accounts
Send the pins directly to your subscribers and take the hassle out of finding them. Sending your newsletter to subscribers is a great place to share your most recent pins. This is how it works:
“Our most-popular pins this week. For more information, visit our Pinterest page.
To get your pins noticed by your target audience, you will need to implement an SEO strategy. It doesn't take long to optimize your pins for Pinterest searches. Follow these steps:
- Step 1: Find keywords. Use a tool such as Google AdWords Keyword Planner for popular keywords that are related to your business.
- Step 2: Add your keyword/keywords into your pin titles.
- Step 3: Add your keyword/keywords into your pin descriptions.
- Step 4: Add your keyword/keywords into your pin image file names.
You should not sound too “keywordy” with your SEO. Don't add too many keywords to your titles and descriptions as a robot would. You can optimize and sound human while still being professional by using strong keywords in the right context.
Use a call-to-pin
A call-to action in your ad copy will increase your pin's engagement. Add a few words to the description of your pin:
“Repin to your inspiration board”
Get Connected to Create Relationships and Find New Followers
You now know which types of pins are most popular and how to get them seen. The next step in Pinterest marketing involves using your pins to create relationships with influencers and followers that will increase your reach.
We all know that more reach equals more success.
Understanding what other users are looking for in a follower will help you give them what they need and grow your following. It's never too late to learn a little mind-reading.
The University of Minnesota's Pinterest study found that the three main factors that Pinterest users take into consideration in the should-I-follow-or-not decision-making process are:
- How many accounts are you following/are you following?
- How many pins do you have?
- How many boards do you have?
You need to be aware of these factors and develop relationships that will help you grow your reach.
You should be posting between 5-30 new pins per day to increase your Pinterest followers. You should not only repin the content of other people's pins, but also pin your own unique pins that contain your content.
Attention! Avoid making a Pinterest mistake: Don't pin 30 pins in a span of 5 minutes. Spread your pins throughout the day.
Connect with Followers, Respond to Comments
Engage with your followers by responding directly to their questions and comments. To really elevate your customer service, address them directly using their names.
Comment on the Pins of Your Followers
Engagement is a two-way process. Reach out to your followers boards. Comment on their pins to show your love. Your brand will be seen by their followers, too!
Engage with Popular Boards
Follow and engage with other boards to see the results of a successful Pinterest strategy. The big dogs can teach you a lot. You can see what kind of pins they place, what boards they have and how engaging they are. You want to reach that level.
These pins are very popular and people will see your brand name by commenting.
Tip! Tip! You don't have to be a wedding-related business to follow boards. These are the people you want connect with.
Invite others to pin on your Boards with Open Boards
Open Board is another cool feature that can be used to market your business. It allows users to add their own pins. You just need to give them pin access by adding their email or name. As the creator, you have the full power to modify the description or name of the board. Your contributors don't have the same rights.
This feature is great marketing as it allows you to get your community involved in a personal manner.
Invite your friends and gain authority brownie points by inviting them!
Case Study: Women's Health Magazine
Women's Health Magazine has created a board called Vision 21 where followers can pin their visions and goals. This encourages interaction between fans and the brand. It's a win-win situation.
Create Influencer Relationships
Reach out to influential people in your field to reach a wider audience.
Follow their boards and repin their pins. Then, leave engaging comments on their pins. After you have dropped your name, you can start a larger collaboration.
Ask them if you can post on their boards or if they are willing to allow you to participate in one of their boards. You'll get closer to the “yes” you want by offering ideas and showing that you are familiarized with their content.
Case Study by Mejuri
Mejuri and their #thefinecrew board partnered up to create a great partnership. The Fine Crew board features their products as worn by their community. Mejuri's Instagram, Pinterest and Pinterest are full of small influencers and brand partnerships. This makes it an excellent opportunity for cross-promotion.
Make Friends on Other Social Media Platforms
When you create an account on Instagram or any other social media platform, they ask you if you would like to “Find Friends” with your contacts or Facebook friends.
Pinterest makes it easy to find existing accounts to save time and build a strong base of followers.
How to Successfully Promote Your Brand: Business Pinterest Account Strategies
Integrate Rich Pins
Rich Pins, my friends, would be my pleasure to introduce you. Rich Pins are a well-known brand that has earned its name.
Although I don't guarantee that you'll be making a lot of money with just a few Rich Pins, there are some things you can do to increase your sales through the Pinterest community.
Rich pins are available in three flavors: article, product and recipe. Each rich pin comes with its own set of valuable features to increase engagement and drive traffic to your website.
Perks for Rich Pins
Rich Pins will allow you to instantly get information on your pins. You'll also have more ways to direct people towards your site as your Rich Pins site will be linked. No hassle, no fuss. Only leads.
Urban Outfitters has provided an example of how a “product pin” works. Here's a link to the official store site. You can also access live stock and price information.
Pins called “Article” are valuable because they promote your blog posts and can direct Pinterest users to your site. Article pins include a title that includes your logo and description. They also have a link to your original website at the bottom.
How to integrate Rich Pins
Rich Pins cannot be used to drive traffic to your website unless they are validated by the Pinterest site. You may need some assistance from your web developer if you don't have the technical skills. It involves meta tags. Here's how it works:
- This page is for you
- Decide which Rich Pin product, recipe, article you would like to apply for
- Refer to the documentation regarding your Rich Pin type
- Make sure you add the correct meta tags to your website
- Apply to have your Rich Pins approved
After your Rich Pins have been approved by Pinterest, they are available for everyone to see, repin and be directed to your website.
Rich Pins are not something I recommend. Rich Pins are essential if you want your business to be successful in this crazy world of social media marketing.
Rich Pins are used by all Fortune 500 companies. You can grow big if you follow the big boys.
Mix up Your Content
Mixing up your content is a key rule in social media. If your content is not varied enough, you will lose followers' interest and reduce your chances of getting new ones.
Do not post photos of products, no matter what you do. Did you see the University of Minnesota study? The 8th most important factor in deciding whether or not to follow an account was its diversity. To avoid appearing salesy, add other boards to your followers.
Case Study: Benefit Cosmetics
The official Benefit Cosmetics Pinterest does an excellent job mixing up content and staying within their niche. There are boards for the latest and most popular products like “POREfessional Fam”, “Hoola Fam”, and also a board for “Behind the scenes at Benefit.”
These boards all relate to their cosmetic products. But, they give “A PINK ME-UP for YOU!” and not just “buy our makeup,” but also “see how our makeup could help you.”
Rich Pins will not make all your pins the same. Rich Pins provide additional information for products, events and articles, but not all content.
It all comes down to context.
Rich Pins are not necessary when you're pinning images on your “brand inspiration board”. Rich pins are not necessary for relevant quotes that relate to your business.
Rich Pins contain one more piece of information than your other “simpler pins”: a link to your website.
Your inspirational pins should have a link to your website. If one quote from last Tuesday made a difference in someone's life, they will likely want to visit your brand. You increase your chances of people finding your site if you provide a link that will take them there.
Just include the link in your pin description and you are good to go.
Place Your Most Popular Boards On Top
You'll see which boards are most popular over time and will get more engagement. Move these boards to the top so that users can see your best content when they visit your page.
Keep it Seasonal and Relevant
Piggybacking on holidays, seasons, or other events is another way to keep your content current. The Benefit Cosmetics's Holiday Glam: LEAFxBenefit board is a great example of this. They make the products more specific and give the user a sense that there is urgency. You should take advantage of this!
Create a board just for blog posts
All article Rich Pins that you have are yours to organize into a board. This board should be placed at the top of your website so that your visitors can see it first. It will draw more traffic to your site, and it will make it easier for users find your content. They'll be grateful.
Learn how to track your success with Pinterest Analytics
Pinterest Analytics is one of the most useful features in Pinterest for Business. This feature is available only to business accounts. It allows you to see:
- What boards and pins do you most love?
- What do people want to save on your website?
- You can find out who your Pinterest audience is by looking at their location and gender.
- What devices are used to pin your stuff?
- Refer traffic from Pinterest by adding the Pin It button on your website
These statistics are important for you.
They will increase your reach and improve your account.
Your Pinterest Analytics data will show you which strategies work well and which don't. This information will help you build your Pinterest strategy based upon hard facts. You have proven that strategies work.
You will need to verify your website before you can access your Pinterest Analytics.
Verifying your account is also a good idea. This will allow you to gain authority and trust. Pinterest users will recognize you as a legit person when they see the little globe icon next to your website.
By adding a meta tag to your website, you can verify it in the settings section. You will receive a verification badge and your site will be officially verified. You can still link to your site from your page if you don't want to verify it, but Pinterest Analytics won't allow you to.
Don't miss the important information Pinterest Analytics can provide you. Verify your account
How to Use Pinterest for Business to Increase Your Visibility and Promote your Brand Now
I know I have just given you a lot of information. Do not feel overwhelmed. You can easily break down the various aspects of this guide.
Let's quickly recap…
Pinterest for Business accounts have a lot more marketing power than personal accounts. You need to use these tools in order to tap into this power:
- Make popular images that are:
- High quality
- 736×1102 pixels
- In popular categories
- Make sure your pins are seen by:
- Pin from 2 PM to 4 PM EST, and 8 PM to 1 AM EST
- Keywords in pin titles, descriptions, or image file names
- Link to other social media platforms
- Add the Pin It hover button to your site and the Pinterest widget
- Send your pins to newsletters
- Add a call to-pin to your pin descriptions
- To increase your reach, engage with influencers and followers by:
- Pin up to 30 times daily
- Follower comments: Response
- Commenting on follower pins
- Follow popular boards and comment
- Invite followers and influencers on your boards to pin
- Building influencer relationships
- Use “find friends” on Facebook and Twitter
- You can successfully promote your brand with:
- Rich Pins
- direct site links in descriptions
- A variety of content is available: seasonal and pertinent
- Your most popular boards at top
- A board for your blog posts
- Pinterest Analytics data can be used to help you create a better future strategy
Follow these strategies and take the learnings from your engagements to improve your Pinterest for Business account. You will attract more of your target audience and direct people to you site.
Commonly Asked Questions about Business Pinterest Accounts
What is a Pinterest business account?
A business account on Pinterest gives users access to special features such as analytics, pin scheduling and business resources.
What's the difference between a personal and business Pinterest account?
Is it possible to create business accounts on Pinterest?
How can I make Pinterest pins that are popular?
Business Pinterest Account for Marketing and Brand Growth Conclusion
Social media marketing is essential for building brand awareness and maintaining steady relationships with customers. Pinterest can be a great channel to do the same for your business. Pinterest is a visual platform that acts as a visual search engine, tailored to users' interests. Pinterest can help you improve your SEO and customer outreach, as well as increase your business's popularity.
How can you make your marketing more effective with a Pinterest business account?
By: Neil Patel
Title: How to Use a Business Pinterest Account For Marketing and Brand Growth
Sourced From: neilpatel.com/blog/ultimate-pinterest-marketing-guide/
Published Date: Thu, 14 Oct 2021 15:00:00 +0000