Pinterest has a whopping 478 million active users every month. And each ‘pinner’ is proactively searching for ideas and inspiration. Unlike other social media platforms where people go to interact socially or scroll aimlessly to pass the time, Pinterest users are purposefully browsing and generally, they’re on a targeted voyage of discovery.
“People aren’t here to fend off FOMO or doomscroll. They’re here to try new things. To save new ideas. And often, to make their next purchase.” Pinterest
But you’d be mistaken to think that this visually-driven platform is only useful for wedding inspiration and recipe ideas. With such proactive users, the marketing power of Pinterest is huge – for any business.
So, to help you get started, here are the basics on how to use Pinterest for business.
What is Pinterest?
First things first, let’s clarify exactly what Pinterest is. Pinterest is a social media platform, and like Instagram, Pinterest is predominately based on visual content with users (and businesses) posting images and short videos in the form of pins. Differently from Instagram though, Pinterest users can save or pin content they like to create boards, that are basically virtual scrapbooks of ideas.
- Pins – an image or video posted on Pinterest
- Boards – a collection of pins, like a virtual pinboard. Boards can be individual or shared, ‘group’ boards.
- To pin – to save a pin to a particular board.
Why is Pinterest an important marketing tool?
On Pinterest, rather than trying to find out what their fav celebs are up to, users are researching and actively seeking out inspiration for projects and/or future purchases, so it’s a great place to advertise your products. And it’s much easier to capture the attention of users that are already looking. According to Pinterest data, 85% of people have bought products that they discovered and pinned on the platform.
How does Pinterest work?
Although we call Pinterest social media, it’s actually more of a search engine. In fact, Pinterest refers to itself as a “visual discovery engine”. Users or pinners, type in a term in the top search bar e.g.’ wedding lighting’, and just like search giant Google, Pinterest then displays a whole host of relevant pins. The beauty of Pinterest though is that it’s all visual content that you can simply scroll through. Users can then save pins to their boards or share them with friends directly from the results feed.
Pinterest allows users to pin content to their boards from around the web too using browser extensions and/or built-in website widgets.
It’s the modern-day equivalent to scrapbooking or creating mood boards. And like all good 21st-century digital equivalents, it’s fast, easy and paper-free.
- Pinners – Pinterest users
- Feed – Like a feed on other platforms where users can scroll through the content based on their follows and interests.
- Widget – an add-on website application.
Pinterest business vs Pinterest personal
Maybe you already use Pinterest on a personal level – so how does Pinterest for business differ? Well, when using the platform for business, you’re showcasing your products or services and looking to inspire. Sure, you can pin other related content, but your main aim is to create eye-catching, aspirational, compelling content that attracts the attention of users and stands out from the competition.
With Pinterest for business, you can also access powerful analytics tools that allow you to assess your audience, engagement and pin performance so you can tweak your strategy.
And if your content needs a bit of a boost, with Pinterest for business you can run some paid ads to get your pins in front of a larger audience.
- Analytics – the Pinterest tool to analyse your audience and their interaction with your content.
How to start using Pinterest for business
Here’s are the basics to get yourself started with Pinterest for business:
1. Set up a profile
It’s super simple to get set up on Pinterest. Just go to https://www.pinterest.co.uk/, click ‘sign up’ and hit ‘create business account’. Then simply follow the prompts to fill in your business’s details.
- Profile – Your ‘homepage’ on Pinterest which outlines who you are, what you do, your website, your Pinterest handle and of course, all your pins.
2. Build your profile
Once set up, you can start building your profile. Be sure to include a compelling, keyphrase-rich ‘about’ section with hashtags and a website link. If you’ve got a personal account, you can also convert that to a business one by simply clicking ‘convert to business’ from the right hand dropdown menu.
- Hashtag – using # to link your content into related searches.
3. Claim your website and other social channels
The next important step is to claim your website and other social channels. You should get prompted to do this once you’re set up. This allows you to ‘claim’ ownership of your content across the web, ensuring your details appear next to any pins that are created by other users from your content. You can also add a Pinterest save button to your website that encourages your visitors to pin or save your website content on the platform.
- To claim your website – when you set up a business account, you can claim your other social profiles and website so you get attribution for your content pinned by other users.
4. Create some pins
Now it’s time to start creating those beautiful pins that really sell your business. As we said, pins should showcase your product and/or services, presenting your brand in an aspirational light and your products in use.
Rather than flat, catalogue-style images, choose lifestyle shots and real-life examples. And you can use video too, for how-tos, tutorials, behind-the-scenes sneak peeks, etc. Pins should always include a Call to Action (CTA) and link back to your site to make purchases easier.
Pinterest works particularly well for product-based businesses, but even service industries can use the platform, e.g. you could use eye-catching, click-inducing graphics to advertise new blog articles – like we do at Solve – or short videos of your services in action.
With Pinterest, you can create rich pins too that allow you to add extra data directly from your website, like pricing and availability, making your pins more user friendly and engaging.
Keep your pins organised on boards with relevant, enticing names that include kephrases too.
- Call to Action – text that prompts users to take the next step e.g. ‘visit our site for details’, ‘find out more’.
- Rich pins – enhanced pins with extra information like price above and below an image.
As Pinterest operates like a search engine, SEO for Pinterest is important to ensure your pins get found by users. In order for Pinterest to display your pins in the search results, it needs to know what your pins are about, and for that, you need the all-important keyphrases.
Just like optimising the content on your website, you should make sure the captions for your Pinterest pins include keyphrases too. Choosing a keyphrase for your pins should be quite straightforward. If your pin includes ideas on how to decorate your bedroom with fairy lights, then include keywords like ‘fairy lights’ and ‘bedroom’ in the pin title and description. Your chosen keyphrases should be used naturally though – no stuffing allowed!
If you’re looking for keyphrase ideas, there are a couple of things you can do:
1. Use the search bar for inspiration
First, you can go to the search bar and start to type in your phrase e.g. ‘fairy lights’, and Pinterest will give you a list of closely related, frequently used keyphrases, just like below:
2. Use Pinterest tools
Secondly, Pinterest also has a trends tool that allows you to analyse what people are searching for and then, you can create content to try to capture some of that traffic. You can even use Pinterest Predicts to create pins based on what people will (hopefully) be searching for in the future.
Whatever way you do it, you can track the success of your pins with the analytics tools and adjust your strategy or keyphrases accordingly.
- Keyphrase – the term that users type into the search bar.
- Trend – what users typically search for.
Pinterest also has a paid ads option that you can use to boost your reach. Basically, you pay a fee to get more impressions of your pins and you can target particular market segments. Paid ads can be a good way to increase your followers if you’re just starting out. It can work well for special offers and time-sensitive promotions (e.g. Christmas products) too. To find out more or to decide whether paid ads are for you, check out Pinterest’s ads page.
- Followers – people who click ‘follow’ on your account to keep up to date with your content. Your pins then appear in the follower’s feed.
- Impressions – how many times your pins appear in front of users.
Top Pinterest for business tips
To ensure your business gets the most out of the platform, here’s a summary of the top tips:
- Keep your content inspiring, compelling and frequently updated (you can use scheduling tools to help).
- Include a link and CTA on each pin.
- Keep your pins organised on boards with compelling, easy-to-find names.
- Include keyphrases and hashtags on your profile.
- Optimise your pin captions and include keyphrases there too.
- Use rich pins where possible.
- Claim your website and other social accounts.
- Add a Pinterest save button to the content on your website.
- Analyse your performance with Pinterest analytics.
- Consider using ads to give your content a boost.
Searching for Pinterest support?
So there you have it, everything you need to know to start harnessing the marketing power of Pinterest for business. As SEO specialists, the digital gurus are Solve like to get geeky about all things search. And Pinterest is a rapidly growing search engine with vast marketing opportunities.
If you’d like to know more about SEO, Pinterest, web design or more, get in touch with the team today.