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The Complete Guide to Pinterest Marketing

Looking to start marketing your business on Pinterest? Here’s your comprehensive guide to Pinterest marketing.

Posted 5 months ago
pinterest marketing

Written by

Mackenzie Taylor
Posted 5 months ago
Calling all small businesses: If you’re not on Pinterest marketing your product, you’re missing out on a huge amount of sales. No, seriously. Pinterest users are often in a shopping mindset, with 83% of weekly Pinners making a purchase based on content they saw from brands on Pinterest. That’s a pretty large number of people.
That’s why we’re taking you through everything you need to know about Pinterest. From how to create a Pinterest account to how you can market yourself effectively. Grab a drink and let’s get started.

Jump to a section ✨

  1. What is Pinterest and how does it work?
    • Boost brand awareness
    • Community building
    • Increase website clicks
    • Stay updated on trends

What is Pinterest and how does it work?

Pinterest is a social media platform that allows you to search, share, and save images, videos, and ideas to “boards.” The content on Pinterest has a wide range of ideas including recipes, wedding content, outfit ideas, and more.
Pinterest users add or “pin” the content to boards. Most users create boards with a theme in mind and all the content pinned into that particular board has a similar theme.
In addition to saving and sharing pins, Pinterest also offers a range of features to make the user experience more fun. For example, users can follow other users or specific boards to see their latest pins in their home feed. They can also engage with pins by liking, commenting, or repinning them to their own boards, which helps to spread content and increase its visibility (which is what you want as a small biz!).
 pinterest marketing

What are the benefits of marketing on Pinterest?

Small businesses that have services or products they sell should definitely be using Pinterest. It’s a great platform that lets you highlight your product or service in a visually pleasing way. By creating eye-catching pins that will make people stop mid-scroll, you can increase your reach and drive more traffic to your website or online store.

Boost brand awareness

With over 400 million monthly active users, Pinterest has a massive audience you can tap into. By establishing a presence on Pinterest, small businesses can increase their brand visibility and connect with potential customers who are looking for inspo and ideas. And hopefully, those ideas and inspo are things you can provide!

Community building

According to Pinterest, 85% of users go to Pinterest to start a new project. Keeping that in mind, a small business can really tap into that number by building and creating a community through creative content online. Through short-form videos, inspiring photos, and more, you can really tap into the content your audience is looking for and needs.

Increase website clicks

Through pins, you can drive people to your website and increase the amount of views your website gets each month. Pinterest is a great place for people to get inspiration or find new products and services they want to invest in. By adding a link to your website on your Pin, users can then click through to your website to purchase what you’re selling.
Another great thing about marketing on Pinterest is that small businesses can stay in touch with the current industry trends and customer preferences. While scrolling through Pinterest, you can start tracking the content people are pinning the most and building your own strategy to align with the current trends.

What are the different types of Pinterest accounts

There are currently only two different types of accounts you can make on Pinterest and those are:

Personal

Personal accounts are for those who want to use Pinterest for their own personal interests and needs. With a personal account, you can:
  • Create and share pins
  • Follow other users and boards
  • Save pins to your own boards
  • Like and comment on pins
  • Send and receive private messages

Business

A business account is for businesses (duh) that want to use Pinterest to promote their products or services. With a business account, you can do everything that a personal account can do, plus:
  • Access Pinterest analytics to track your results
  • Create Rich Pins that include more info about your products or services
  • Run ads
  • Set up a Shop to sell your products directly on Pinterest

How to create a Pinterest account

Creating a Pinterest account is super easy! First, you need to figure out what type of account you want to make. From there, it’s time to create. Here is how to do so:
Pinterest business account

Creating a Personal Pinterest Account

  • Go to pinterest.com
  • In the top right corner of the page, click the “Sign up” button.
  • Enter your email address
  • Create a password
  • Click the “Create Account” button to create your Pinterest account.
  • Pinterest will show you a list of popular interests. Select up to 10 interests that you are passionate about. This will help Pinterest tailor your feed to your interests.
  • Pinterest will ask you for some information to complete your profile. This includes your name, location, and a brief description of yourself.
  • Once your profile is complete, you can start saving pins to your boards. To save a pin, click on it and then click the “Save” button.

Creating a Business Pinterest Account

  • Go to business.pinterest.com.
  • In the top right corner of the page, click the “Create account” button.
  • Select the type of business you have from the drop-down menu.
  • In the business name field, enter the name of your business.
  • Select the category that best describes your business from the drop-down menu.
  • In the website field, enter the URL of your business website.
  • In the email field, enter your business email address.
  • In the password field, create a strong password for your Pinterest business account.
  • Click the “Create account” button to create your Pinterest business account.
  • Pinterest will ask you for some information to complete your business profile. This includes your business description, location, and website URL.

Convert your personal account into a business account

If you already have a personal Pinterest account, you can convert it to a business account by following these steps:
  • Log in to your personal Pinterest account.
  • Click on your profile picture in the top right corner of the screen.
    • Select “Settings” from the drop-down menu.
    • Click on the “Account settings” tab.
    • Under “Account type,” select “Convert to Business Account.
    • Follow the prompts to complete the conversion process.
Once your business account is set up, you can start using it to promote your products or services. You can create Rich Pins, run ads, and track your results with Pinterest Analytics.

How to pin on Pinterest

Creating a Pin on Pinterest is a straightforward process. Follow these detailed steps to create a visually appealing Pin for your small business:

Log in to Your Pinterest Account

  • Ensure that you are logged in to your Pinterest business account. If you don’t have a business account, you can convert your personal account or create a new one specifically for your business.

Access the Create Pin Option

  • Click on the ‘+’ sign: On the top-right corner of your Pinterest home feed, you’ll see a ‘+’ sign. Click on it to reveal a dropdown menu.
  • Select “Create Pin”: In the dropdown menu, choose the “Create Pin” option.

Add Your Pin Details

1. Choose Image/Video:
  • Click on the image box to upload your image or video. Pinterest recommends a 2:3 aspect ratio for images and videos.
  • Select the file from your computer.
2. Add Title:
  • Enter a clear and concise title for your Pin. This should be engaging and descriptive.
3. Add Description:
  • Write a compelling description. Use relevant keywords to improve the discoverability of your Pin.
4. Add Destination Link:
  • Include the URL where you want users to go when they click on your Pin. This could be a product page, blog post, or relevant link.

Choose a Board

  • Select a Board: Choose the board where you want to save your Pin. You can select an existing board or create a new one.
  • Add Section (Optional): If you have sections within your boards, you can choose a specific section for your Pin. This step is optional.

Advanced Settings (Optional)

  • Add Alt Text: Include alternative text for your Pin to improve accessibility. This is especially important for users with visual impairments.
  • Publish to Social Media (Optional): If you want to share your Pin on connected social media accounts, toggle on the relevant options.

Save Your Pin

  • Save Draft or Publish: Choose to save your Pin as a draft if you want to come back and edit it later. If your Pin is ready to go, click on “Publish.”

Review and Edit (Optional)

  • After publishing, you can click on the Pin to make additional edits or changes if needed. You can also share your Pin with other boards or even group boards you belong to.

Tips for Creating an Effective Pin:

  • Use High-Quality Images or Videos: Choose clear, high-resolution visuals that represent your brand or product well.
  • Craft Compelling Titles and Descriptions: Write engaging and informative titles and descriptions using keywords relevant to your business.
  • Include a Call-to-Action: Encourage users to take action by including a call-to-action in your Pin description.
  • Be Consistent with Branding: Maintain consistency with your brand colors, fonts, and style to create a cohesive look across your Pinterest profile.

How to create a board on Pinterest

Pinterest isn’t Pinterest without creating themed boards. Here is a step-by-step on how to create a board on Pinterest:

Access the Boards Section

  1. Home Feed:
    Upon logging in, you’ll be directed to your home feed. Look for the ‘+’ sign at the top right corner of the page.
  2. Profile:
    Alternatively, you can go to your profile by clicking on your profile picture at the top of the page and then select “Boards.”

Click on ‘Create Board’

  1. Using the ‘+’ Sign:
    • Click on the ‘+’ sign to open a dropdown menu.
    • Select “Create Board” from the options.
  2. On the ‘Boards’ Page:
    • If you’re on your profile page, you can also click on the red ‘+’ sign next to the “Boards” section.

Fill in Board Details

  1. Name Your Board:
    • Enter a descriptive and relevant name for your board. This could be related to a theme, product category, or any other organizing principle.
  2. Add a Description (Optional):
    • Write a brief description of your board. This is optional but can provide additional context for your followers.
  3. Choose Board Visibility:
    • Decide whether you want your board to be public, where anyone can see and follow it, or private, visible only to you.
  4. Add Collaborators (Optional):
    • You can add collaborators if you want others to contribute Pins to your board. This is optional and can be skipped if it doesn’t apply.
  5. Select Category (Optional):
    • Choose a category that best fits your board. This is optional but can help with search and discovery.
  6. Toggle on ‘Add to Profile’ (Optional):
    • If you want your new board to be displayed on your profile, make sure to toggle on the “Add to profile” option.

Create Your Board

  1. Click “Create”:
    • After filling in the necessary details, click on the “Create” button.

Add Pins to Your Board (Optional)

  1. Start Pinning:
    • Once your board is created, you can start adding Pins to it. You can either create new Pins or save existing ones to your board.
  2. Organize Your Pins:
    • Arrange your Pins by dragging and dropping them into the desired order. You can also create sections within your board to further organize your content.

Tips for Creating an Effective Board:

  • Use Descriptive Titles: Choose board names that clearly convey the content and theme.
  • Organize Pins Strategically: Arrange your Pins in a visually appealing and logical order, considering how users might navigate through your board.
  • Update and Maintain: Regularly add new Pins to keep your board fresh and engaging. Remove outdated or irrelevant content as needed.

How to use Pinterest to market your business

Now that you know how to make your own account, pins, and boards, it’s time to figure out how to use Pinterest to market your biz.

Optimize your Pinterest profile

When it comes to marketing on Pinterest, you need to make sure that your profile is optimized so people can find you and know what you’re all about! Head to your profile and look at it as if you were someone in your target audience.
Does the branding on your page make sense? Does it fit your overall brand and connect well with your other platforms and website?
When optimizing your profile, be sure to:
  • Choose a profile photo that best represents your business and is the appropriate size (160 x 160).
  • Choose a cover photo that lays out your products, and services, or has an overall feel of your exact brand.
  • Write out a short bio that has specific keywords you want people to find you under. If you sell sustainable fashion, be sure to use keywords like “sustainable,” “natural materials,” “environmental-friendly clothing” etc.
  • Make sure all of your boards are branded in your brand colors and logos, so it makes cohesive sense when someone goes to your profile.
  • Be sure to verify your website! Pinterest lets you claim your website so you can get access to analytics and much more pertaining to your website via Pinterest.

Use keywords in your pins

Another way to utilize Pinterest effectively is to optimize and use keywords in your pins. Pinterest is like Google. It relies solely on what people are searching for, so it is crucial for you to use relevant keywords in your descriptions, board titles, and your profile. When you use keywords effectively, you are attracting the right audience into your platform which will help increase your visibility and hopefully get users to follow or buy your product or service.

Collaborate with other users

Building a community on Pinterest is so important and one of the ways you can do that is by collaborating with other users through group boards. Group boards let businesses collaborate with other users and reach a much wider audience. By joining relevant group boards or creating your own, any small business can increase its exposure and connect with users who have similar interests and needs.
 Pinterest ads

Use Pinterest Ads

If you have the budget, you should seriously look into Pinterest ads! These provide small businesses with opportunities to promote their products or services to a highly targeted audience. Through Pinterest’s ad platform, businesses can create visually appealing ads that appear in users’ feeds or search results. This will help you reach your target audience more effectively and drive up the traffic to your website!

Engage with your audience

One of the most important things you need to do on Pinterest is engage with your audience! Pinterest is a social platform, so actively responding to comments, following accounts, and repinning content from others will help your platform grow! By building relationships and fostering a sense of community, you can establish trust and loyalty with your target audience while also increasing brand awareness.

How often should I be pinning new content on Pinterest?

The ideal frequency for pinning new content on Pinterest for small businesses depends on various factors, including their target audience, industry, and content strategy. However, a general guideline suggests pinning between 5 and 30 pins per day.
Here’s a breakdown of recommended pinning frequencies based on business size and goals:
Small businesses:
  • Starting out: 5-10 pins per day
  • Building a following: 10-20 pins per day
  • Growing consistently: 20-30 pins per day
Larger businesses:
  • Established brand: 30-50 pins per day
  • Heavy promotion: Over 50 pins per day (but be mindful of potential throttling)
Remember, consistency is key. Aim to maintain a regular pinning schedule, even if it’s just a few pins per day. This will help keep your audience engaged and increase your chances of appearing in their feeds.
Here are some additional tips for determining your optimal pinning frequency:
  • Analyze your audience: Understand their peak activity times and tailor your pinning schedule accordingly.
  • Monitor your performance: Use Pinterest Analytics to track engagement metrics and adjust your strategy as needed.
  • Experiment with different times: Try pinning at different times of the day to see what works best for your audience.
  • Use a scheduling tool: If you have a large volume of pins, consider using a scheduling tool to automate the process and ensure consistency.
Remember, the goal is to find a pinning frequency that balances consistency with quality. Avoid spamming your audience with too many pins, but also make sure you’re providing valuable and engaging content regularly.

Are there any tools or resources available to help me with Pinterest marketing?

Yes, there are a number of tools and resources available to help you with Pinterest marketing. Here are some of our favorite ones:

Pinterest Analytics

Pinterest Analytics is a free tool that provides you with insights into your Pinterest marketing performance. You can use Analytics to track how many people are seeing your pins, clicking on your links, and following you. You can also use Analytics to learn more about your audience, such as their demographics and interests.

Flick

With Flick, you can utilize the AI Social Media Marketing Tool to help you write descriptions for your pins. The AI Assistant will help make sure you are using the correct keywords effectively so you’re reaching your exact audience. You can also subscribe to Flick’s newsletter where you will get weekly information sent to your inbox all about the latest and greatest in social media, including Pinterest.

BoardBooster

BoardBooster is another popular Pinterest scheduling tool that offers a number of features, including scheduling, analytics, and competitor research.

Pinterest Business Academy

Pinterest Business Academy offers a number of free courses and webinars on Pinterest marketing.
Phew, that was a hefty guide. You are now ready to pin your heart away! Want to know more about marketing for a small business? Click here and also subscribe to our newsletter below!
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Content

What is Pinterest and how does it work?

What are the benefits of marketing on Pinterest?

What are the different types of Pinterest accounts

How to create a Pinterest account

How to pin on Pinterest

How to create a board on Pinterest

How to use Pinterest to market your business

How often should I be pinning new content on Pinterest?

Are there any tools or resources available to help me with Pinterest marketing?


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