How to Use Pinterest For Business in 14 Actionable Steps

Source: Pinterest

How can you use Pinterest for business to grow your online trade? Pinterest is an image-based social media platform where users share or post image-related content.

In the last couple of years, visual content has become the go-to or predominant content type for social media and content marketers around the world. This type of material, also known as visual content marketing is the transmitting of images, infographics, GIFs, and videos to sell a product.

Thus, visual marketing is a modern marketing method which marketers in virtually all industry need to apply for faster business growth. This marketing strategy has brought much prominence to many social media sites including Pinterest, Instagram, Snapchat, etc.

As a result, Pinterest has grown from a family of a few thousand users to one of the most commercial social media sites. Today, brands and businesses are taking advantage of the marketing power of Pinterest.

However, Pinterest only has about 250 million active users, compared to Instagram, Facebook, and Twitter that have great follower base respectively. So, why are marketers and industry leaders flocking to Pinterest as their preferred social media marketing platform?

Why Should You Use Pinterest for Your Business?

Pinterest users are using the platform for various motives unlike Twitter, Instagram, or Facebook. Nonetheless, a recent survey by Statista reveals that most pinners use the social site to view photos while 55% are using Pinterest to find shopping goods or new products to purchase.

How to Use Pinterest For Business in 13 Actionable Steps

Source: Statista

Further analysis by eMarketer shows Facebook as the only social media marketing site that surpasses Pinterest in the area of influencing the buying behavior of  U.S. social media users.

How to Use Pinterest For Business in 13 Actionable Steps

Additionally, over 90% of active Pinterest users use the site to map-out and plan their purchases, while 66% of users agree that they are using the platform to discover new products and brands.

Image Source: Omnicore Agency

That is not all;

Pins on Pinterest have a much longer lifespan than posts on Facebook and tweets on Twitter– which makes it easier to grow your business on Pinterest.

Studies show that pins spread more than a tweet or Facebook post. It points out that a pin gets 100 times more repins than a tweet with only 1.4% retweets on average.

Likewise, the half-life of a pin is 1.6000 × longer than a Facebook post. Furthermore, Fortune 500 companies who have set-up business accounts on Pinterest has grown significantly to about 27% in the last few years.

These statistics illustrate the power of Pinterest marketing and why businesses-big and small should use Pinterest marketing to grow their businesses rapidly.

How Can You Use Pinterest Marketing for Your Business?

Here are a few simple, yet powerful steps to help you grow your business on Pinterest.

1: Set-Up a Pinterest Business Account

How to Use Pinterest For Business in 13 Actionable Steps

To make the most of your Pinterest marketing, you need to create a Pinterest business account. So, if you do not have an account on Pinterest, sign up for a business account. It will require you to sign up using your business name.

Nonetheless, if you already have a personal account, you can upgrade it to a business account, or set-up a new business account altogether. A Pinterest business account has more features that will help you maximize the benefits of Pinterest marketing.

With a business page, you can discover analytics and metrics to measure, such as:

  • The number of visits to your blog posts
  • Impressions
  • Number of repins
  • Etc. 

Once you are done creating your account, you will have to complete your profile setting.

2: Complete Your Pinterest Profile

You need to complete your profile because at this point it looks more like a skeleton, with nothing to show. Thus, login to your account and fill in your profile details and add your headshot or brand logo to make it more credible and appealing to other users.

Here is what to do:

Log into your new account, head over and click the ellipsis (…) at the top far right corner of your profile. From the dropdown menu, click Settings.

How to Use Pinterest For Business in 13 Actionable Steps

Then, upload your headshot or brand logo of 165 x 165 pixels.

How to Use Pinterest For Business in 13 Actionable Steps

On the left-hand side, you will see a list of menu. Click the “Account settings” and fill out all sections correctly with your details. Click the save or done button to save your data. Next, after that, click the “Claim” button to claim your website.

Confirming your site will allow Pinterest to show you how visitors are interacting with your website content. It will also help to improve your Pins’ search rankings.

Claiming your website requires you to copy and paste the provided tag into the head section of your website’s index.html page. Please, here is how to claim your site on Pinterest.

When you finish confirming your site, pin a link from your blog to verify your effort. A pin from your blog will show your logo or profile image.

Please, note that there are little differences in terms of service of a personal account and a business account. For details about terms of service on the Pinterest business account, please, read the Pinterest blog.

A business account has many features that will support your marketing campaign, one of which is:

Marketing Material

Marketing material is a library of educational marketing components that will help you learn how to advertise your business with excellent results. Under this feature, you will also get a platform called, “Pinstitute.”

Pinstitute is an interactive workshop that allows you to connect with other pinners. There’s also webinars and marketing resources for small businesses. 

Related Post: How to use Pinterest to Gain More Traffic and Subscribers

3: Use Keywords to Create Boards

Pinterest search proficiency is remarkable. By using keywords on your board names, the Pinterest search will help pinners locate you and your business quickly.

use Pinterest for your business

Pinterest SEO expert, Anna Majkowska said:

“To surface your boards on Pinterest’s board search, use meaningful names that Pinners are likely to search. Have a mix of boards with specific names (e.g. “Salvador Dali Prints”) and more broad ones (e.g. “Fine Art Prints”). Don’t forget to write compelling and targeted descriptions of your boards, and add to them frequently to keep your followers engaged and to make your boards easier to discover.” -Anna Majkowska.


Try to select a category for each board and write irresistible descriptions of your boards. This step will help others find them and also help Pinterest to recommend your boards when users search for relevant topics.

How to Use Pinterest For Business in 14 Actionable Steps

Image credit: Pinterest

At the bottom of the box is an option entitled “Collaborators.” This option allows you to invite other pinners by adding their username or email.

How to Use Pinterest For Business in 14 Actionable Steps

Image credit: Pinterest

In that way, you will create a group board which will show up on both your profile and the profile of all those you added. Thus, all pinners on the board can conveniently contribute pins to the board.

Related post: 12 Easy Hacks to Get More Instagram Followers

4: Set a Pinning Strategy

A pinning strategy requires you to have a plan for how to pin to get the results you want. Pin wisely by taking into consideration your purpose and intentions. Therefore, consider the following questions:

What are your goals?

  • Do you want to drive more traffic to your website?
  • Increase brand awareness?
  • Improve sales?
  • Boost customer engagement?
  • Etc.

Being able to pinpoint your goal will help you collect top images to pin for best results.

5: Apply Pin Placement

Studies show that pins you place in front or at the center of the board get more views and engagement. In consequence, take notice of your pin placement and be sure to put your most essential pins near the middle of the top, or the second row of your board.

6: Pin Friendly

Place a pin button on your blog or website and make sure all pages and blog posts have a featured image that users can pin automatically.  Further, place a “follow me on Pinterest” button on your home page and other pages to encourage your target audience to follow you on Pinterest easily.

7: Cross-Promote Your Pins on Social Media

For Optimal results, connect your Pinterest account with your other social media accounts by creating a Pinterest tab on Facebook. Tweet your pins on Twitter, share them on Instagram, and embed pins on your blog posts where appropriate.

Embedding pin button on your blog or website is easy, and it is a powerful way to get more repin. You can create an embedded code on the Pinterest site.

You may also like: How to Establish a Social Media Marketing Content Strategy That Works.

8: Promote Other Pinners in Your Niche

To promote other pinners, you will need to engage consistently with your community by commenting on their pins, repin them, like their pins, and tag them as well. For example, you can tag @another Pinner you’re following in one of your pin descriptions.

That way, it will help other pinners to find, engage, and connect with you quickly.

9: Show Your Skills – Be creative

How can you use Pinterest for business to grow your online trade? Pinterest is an image-based social media platform where users share or post image-related content.

Create or come up with keyword-rich pins, board titles, and descriptions to increase your Google search ranking and be found for your expertise. Focus your attention on keywords and keyword-phrases your targeted audience are continually searching for online.

Numerous tools can help you find out what keywords and keyword-phrases your audience is searching. We recently compiled a list of 15+ search engine optimization (SEO) tool that will improve your SEO efforts. This post on how to do keyword research is also helpful.

10: Observe Your Percentage

How can you observe your pinning percentage? Produce enticing boards by mixing things up. How? Create 40% inspirationally and motivating pins. Also, blend those pins with educating materials. Then, 20% of your pins should be about your brand or business.

After about a few months, check your performance to figure out the best-performing pins and start pinning more of them. It is evident that about 80% of all content pinned on Pinterest are Repins. Leverage that and repin fantastic content your readers will love.

When Pinning, obey the 80% / 20% guideline. That means you share 80% of other pinners content and 20% of yours.

11: Create Stunning Pinterest Images

Images are the heart of all social media platforms. Notwithstanding, you agree that the best performing images for each platform vary in size and shape. For Pinterest, vertical content performs well. Given this, make sure to create one or two tall images for every blog post you publish.

I recommend at least two images per post because preferences differ. The visual you think will get the most engagement may turn out the worst performed image. Create an image size of about 735 x 1102 because image size like this performs amazingly well on Pinterest.

You may also love to read: Instagram Marketing – How to Grow Your Business on Instagram (Facts You Need to Know)

12: Use Pinterest Promoted Pins

What are the promoted pins? Pinterest promoted pins are content you push to a massive audience by paying for advertising and exposure. There are three types of Pinterest ad campaigns available to you. They are:

  1. Awareness
  2. Engagement
  3. Traffic.

Choose from among these, or use all three campaign options for maximum results.

For example, 8fit is a workout and meal plan app that guides users to a healthy lifestyle by providing customized workouts and meal plan, and also trackers to enable clients to chart their progress.

use pinterest for business

Source Image: 8Fit

8fit used Promoted App Pins to increase sign-up rates up to 5% higher than other social media marketing platforms, and up to 50% subscription rates higher than other social media channels.

Here’s what 8fit’s growth manager said about using Pinterest promoted pins:

“After a few months running Promoted App Pins, we’re thrilled by the performance as well as the support and advice we received to help us scale.” — Thomas Petit, Growth Manager, 8fit.

Consequently, brands are paying massive amounts to have their products or pins seen by an enormous audience. Promoted pins will gain you access to the following:

  • Top placements on Pinterest
  • Extensive reach to the targeted audience
  • Greater creative ad units

These advantages will help you in these areas, including:

  • Drive massive traffic to your blog or website
  • Create brand awareness
  • More email sign-ups
    Improved website engagement, and
  • Increase ROI.

Research shows that people who saw promoted pins had a 40% greater awareness of new products and a 50% higher purchase plan than those who never saw it. 

Related Post: How to Convert Social Media Followers to Paying Customers

13: Utilize Pinterest Rich Pins

Pinterest for business offers you five types of rich pins that will enable you to scale your small business faster. These include:

  1. App pins
  2. Product pins
  3. Article pins
  4. Recipe pins
  5. Movie pins. 

Rich Pins have more useful data to help you grow your business, compared to a regular pin. With Rich Pins, brands see increased traffic, improved brand awareness, better engagement, and more sales, with more than 82% jump in repin/pin ratio.

14: Use Promoted Videos

As you are taking advantage of Pinterest business marketing features, be sure to add promoted videos as part of your Pinterest marketing strategy.

Why use Pinterest promoted videos?

According to an in-house study conducted by Pinterest, 67% of pinners say they’re motivated by videos to take action on the platform. It is in contrast to 32% of users of other social media networks.

Statistics also show that 75% pinners say they’re likely to watch videos on subjects that appeal to them, in contrast to 55% of users on other social media platforms.

Lowe is a retailer with stylish home products that took advantage of Pinterest marketing by investing in promoted video.

use pinterest for business

Source: Lowe’s

Here is what Lowe’s social media manager said about video ads.


“Video Pins enable our customers to discover new DIY ideas in an entertaining format. Beyond the video, pinners are also given step-by-step guidance and insight into products used in home improvement projects.” …

“Pinterest video provides us an opportunity to further engage with pinners seeking home improvement projects, inspiration, and confidence. We’re thrilled with the results. Videos were viewed in their entirety and our customers saved the pins for future reference as they plan to improve their homes.” — Savannah Samuelson, Social Media Manager, Lowe’s.

These go to show the potential of promoted videos on Pinterest. As a result, when creating videos, please, make sure to focus your video creation on “Storytelling and How-To’s.” These types of videos perform exceedingly better on Pinterest.

How to Use Pinterest For Business in 14 Actionable Steps

Wrapping It Up

These Pinterest marketing tips are essential for your business growth. Implementing them will significantly grow your business in the shortest amount of time.
However, there are other ways to grow your business on Pinterest. Your honest comments will be highly appreciated.

This article originally appeared on blog.markgrowth.com


Avatar

Moss Clement

Moss Clement is a freelance writer & blogger. Founder of Moss Media and content manager at Writers Per Hour. He is working closely with B2B marketers - helping​ several startups grow their online presence in the digital marketing space. By delivering highly informative content pieces​, he has assisted small & medium-size businesses to build their online reputation and connect them with their buyer persona. Connect with him on Twitter and LinkedIn.

20 Comments

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Anil Agarwal · March 3, 2018 at 2:01 pm

This is yet another awesome content Moss,

Pinterest have been a huge source of traffic for a lot of people especially in the health, home improvement, and traveling niche. I’ve seen someone build a massive $50k per month blog off Pinterest traffic alone.

But funny enough, this is one marketing area I’ve been so reluctant on, and I guess I really have to take a look at it once again.

Thanks for sharing Moss.

    Avatar

    Moss Clement · March 3, 2018 at 3:20 pm

    Hi Anil,
    I agree with you that Pinterest is a remarkable social media marketing platform where marketers are making amazing profits. Done correctly, it has the power to skyrocket your business in terms of traffic and monetary.

    I recommend you give it a try.

    Thanks so much for coming by!

Avatar

Godwin · March 3, 2018 at 2:43 pm

Hi Moss
Thank you for the effort you put in writing this article. I haven’t been paying much attention on Pinterest, but your article has open my eyes to the potential of the platform.

Your article is more like a complete guide to Pinterest Marketing and it has helped me learn from new things about Pinterest.

Thanks so much for sharing.

    Avatar

    Moss Clement · March 3, 2018 at 3:23 pm

    Hi Godwin,
    I’m so blessed to know that my Pinterest article has helped you gain some knowledge about the platform. My advice, ensure to implement the tips and test your results.

    Thank you for stopping by.

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Ravi · March 3, 2018 at 2:47 pm

Hi Moss,

After reading this post, I see the need to have a business account. I have been using a personal account all along.

Thank you for this informative post.

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Jina · March 3, 2018 at 3:15 pm

very nice article you wrote. thanks for sharing.

    Avatar

    Moss Clement · March 7, 2018 at 6:42 pm

    Hi Jina,
    You’re most welcome. I am happy that the post is valuable to you.

    Hope to see you often.

Avatar

Moss Clement · March 3, 2018 at 3:25 pm

Hi Ravi,
Yes my friend, a Pinterest business account will open up more features that will help you grow your business. Take advantage of it.

Thanks so much for being here.

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Shadab Alam · March 5, 2018 at 7:23 am

Amazingly descriptive content Moss.
Pinterest is now showing a great amount of success for most of the new bloggers.
Even I started implementing some of the strategies and the results are great. Getting more traffic from Pinterest than any other social platform.
Will continue to work on all the Pinterest strategy you have mentioned.

Cheers… It will really help new bloggers who were struggling to increase their blog traffic.
Thanks for sharing…

    Avatar

    Moss Clement · March 5, 2018 at 12:25 pm

    Hi Shadab,
    I agree with you. Pinterest has really helped a lot of marketers, and bloggers grow their businesses by driving massive traffic to websites.

    Pinterest is remarkably amazing because it serves both as a social media platform, and also as a search engine tool. However, a personal account will not give the many benefits of Pinterest has to offer.

    You need to Set-up a business account to enjoy the amazing benefits of Pinterest.

    Thanks for coming by.

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Dheeru · March 10, 2018 at 8:22 pm

Hey Moss can you make article on Affiliate marketing

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Naveen Sharma · March 15, 2018 at 10:42 am

Hi Moss,

Pinterest has rapidly gained in popularity but using it properly remains nothing less than a puzzle for a lot of users. The result is that their actions on pinterest are erratic and completely lacking in strategy.

Your article gives a lot of useful tips backed by statistical data. It is very interesting to note that almost everything about a pin matters, including its placement.

Thanks for sharing the great tips with us. Have a great day!

-Naveen

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Masterix Simon · March 22, 2018 at 10:22 am

PinPinterest is hell bend on providing the best of the marketing and the automation services when it comes to managing the Pinterest Account, even though it has these ads running on sometimes. But still, when compared to what I get in return, it is just a small part of the whole deal and I tend to focus on the positives.
The feature which I like the most and which has also helped me gain about 23k followers on Pinterest itself is the amazing content-recognizing sophisticated algorithm system which takes the best suitable pins and pin them on my board. I have also gained a lot of followers on my webpage too using this tool and for that I did not need to be on my PC all the time as it is mobile-optimised too making it easy to operate and manage anytime and anywhere.

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Melos Ajvazi · March 31, 2018 at 9:34 am

Hi there Moss,

It’s me again. You just seem to have everything that I need, lol.

I know that some blogs, are totally dependent on Pinterest traffic, especially female bloggers. I’ll make sure to do my own research and get some piece of it.

Cheers,

Melos

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Addy Brown · May 9, 2018 at 6:12 pm

Pinterest Analytics is one of the newest and most awesome features of a Pinterest for Business account. When you verify your account, you get access to important tracking information. You’ll be able to see which strategies and content work so you can constantly improve your marketing.

    Avatar

    Moss Clement · May 9, 2018 at 11:40 pm

    Exactly, Addy. The potential of Pinterest in terms of business growth is beyond imagination. For example, the Pinterest analytics you mentioned will help you identify what’s working for you and what’s not working. That way you can easily strategize your campaign in ways that will increase your traffic, engagement, and improve sales.

    Thank you so much for stopping by and adding to the discussion.

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Paula Martinelli · February 7, 2019 at 8:32 pm

Hello Moss,

Paula again here 🙂 Just to appreciate again all your effort putting this together to help people like me to gain more knowledge and help me to grow my audience for my brand new blog. I was reading, and using all the info to go over an “exercise” to apply what I am learning.

Thank you, as always
Paula

    Avatar

    Moss Clement · February 8, 2019 at 4:57 pm

    Hi Paula,

    Good to see you. How is your day going? I wouldn’t where you are at the moment since you are a traveler. However, I’m happy that you find my articles helpful to you. Pinterest is a phenomenal marketing channel that will help you grow your blog faster if you use the platform correctly. It works like Google and has the potential to drive massive traffic to your blog Apply the steps and test your strategy as well. I appreciate your coming by and comment on the blog. Thank you!

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Anand · March 25, 2019 at 7:30 am

Hi moss,
very informative article. We use pinterest very widely .

repurposing the Instagram content on pinterest also helped us in gaining some followers

    Avatar

    Moss Clement · March 25, 2019 at 3:48 pm

    Hi Anand,
    That is an awesome input and I so much appreciate it. It is a way of cross-promoting your posts to other social channels via repurposing. It works incredibly well. Thank you for coming by and adding to the discussion.

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