Guide To Using Pinterest For Business: 6 Tips For Brand Growth In 2023

By: Lauren Petrullo
9 mins max
January 2, 2023

Guide To Using Pinterest For Business

Pinterest is an often ignored yet powerful social media platform that business owners can use to grow their businesses in 2023.

If you’re not familiar with Pinterest, it’s a website and app where users can share images and videos about their interests.

In recent years, Pinterest has become a popular source of traffic for websites. Business owners can take advantage of this traffic and use it to sell more of their products and services.

In this guide, I’ll give you six tips for using Pinterest for business and enhancing brand image in 2023.

But first, let’s get done with the basics.

What is Pinterest?

Pinterest is a social media platform that allows users to share images and videos as “pins” on virtual pinboards. These pins often have links to images, videos, an e-commerce website, a blog post, or to any website that takes people to the source of the idea being shared by the pin.

Viewers primarily use it as a search engine and come in for visual inspiration and ideas for home decor, fashion, food recipes, and so much more. They might save these pins for future reference or go to the link attached in the description.

The links on the pin function as carriers and take this traffic to wherever you want them to. Users often land at blog posts, videos, online stores, landing pages, and other website pages or locations where they might get more information or a link to buy something they might be looking for.

How To Use it?

Users must create a personal Pinterest account and sign in to use Pinterest. Once they are signed in, they can start “pinning” images and videos to their own boards or to the boards of other users.

In addition to individual pins, Pinterest users can also create “collections” of pins on specific topics. For example, a user might create a board dedicated to fashion inspiration or a collection of their favorite quotes.

Overall, Pinterest is a unique social media channel that can be used for various purposes. But one of its most exciting features is the Pinterest business account.

What Is A Pinterest Business Account?

A Pinterest business account is just like an updated version of a personal Pinterest account. While you can only post static pins and idea pins on a personal account, a Pinterest business account allows you to post all forms and types of pins, including static pins, idea pins, rich pins, and others.

Moreover, a Pinterest business account gives you access to analytics to track impressions, views, clicks, engagement, and so much more.

Besides the above, you get to promote pins using a business account. This feature is especially helpful when you want to use Pinterest for business and run Pinterest ads to get your business account more reach.

Businesses can also verify their website on their Pinterest business account, which allows them to claim their website and get attribution for the pins that come from it.

How To Setup A Pinterest Business Account?

If you’re starting from scratch and want to set up a Pinterest business account, you need to provide your business name, email address, website, country, and type of business. Needless to say, you will need to create a unique username and a strong password.

However, if you already own an existing personal account, but want to use Pinterest for business, it’s quite simple to convert it to a business account.

Just log into your account, go to Settings, click Account Management, locate Convert to a business account, and click Convert account. Then, fill out some details, and you’ll be done.

Once you’ve set up your business account, you can start creating Pinterest boards and promoting your content.

But what exactly are the benefits of a Pinterest business account, and why should you use Pinterest for business? Let’s find out.

Why Use Pinterest For Business?

It might not seem as popular or effective as Facebook, Instagram, or TikTok, but Pinterest marketing has huge potential. If you’re wondering, “how can Pinterest help my business?” here are a few of the benefits of using Pinterest for business marketing:

1. Increased Brand Awareness

With over 433 million monthly active users, Pinterest provides an excellent opportunity for businesses to reach a wide audience.

Every Pinterest account, whether regular or business, can create different boards to showcase its range of products. And each Pinterest board can feature products or services from a particular sub-niche, allowing businesses to segment their audience easily.

Moreover, you can use keyword-rich pin descriptions and trending pins to drive traffic to its website.

By taking advantage of these features, a Pinterest account can help reach a large number of potential customers on Pinterest.

2. Ability To Target Specific Audiences

Since each Pinterest board has a defined theme and set of pins, it’s easier to target a specific audience that engages with your pins.

Moreover, the majority of Pinterest users come to the platform in search of design ideas for home & fashion, product information, and recipes.

This audience is more likely to make a purchase or give their email addresses in exchange for free information. In fact, Pinterest’s data says that users are “90% more likely to say they’re always shopping.”

Such behavior makes them easily targetable for ads and future upsells.

Besides, a business account lets you use Pinterest analytics and Pinterest ads to run well-strategized ad campaigns to target specific accounts and increase brand awareness as well.

3. Improved Website Traffic

Generating more website traffic is another great benefit of using Pinterest for business marketing.

By creating pins that direct people to your website, you can get your Pinterest audience to read your blog post content or purchase your products. This is especially true if you make use of promoted pins or Pinterest’s paid advertising options.

You can add website links to all of your pins or create boards dedicated to promoting your products and services.

No matter which strategy you use, Pinterest is a great source of referral traffic and can help boost your SEO rankings.

4. Increased Engagement

Images, GIFs, and videos are naturally more eye-catching than text, so Pinterest posts are more likely to get people’s attention. And since users can comment, like, and save your pins, it’s easier to spark conversations and engage with potential customers.

This overall visually-appealing interface of Pinterest helps users engage with businesses more effectively, which can lead to higher engagement rates.

However, make sure that you share valuable content for your Pinterest community. Creating boards or pins just for the sake of it won’t do you any good. Instead focus on having a well-devised content strategy for your target audience.

5. Opportunity To Generate Sales

Overall, the use of Pinterest for business marketing can really change the game for you.

With all the business account features like promoted Pinterest pins, analytics, and the option to post any kind of pin, you’re sure to reach a wider and more warm audience through Pinterest marketing.

And, slowly but steadily, your pinterest business profile is sure to attract more and more followers. If you’ve a decent website or landing page already in place, you can easily convert these followers to customers and generate huge sales.

That’s why businesses should take advantage of Pinterest in order to reach a larger audience and increase brand awareness.

Now let’s look at how you can build the right strategy for using Pinterest for business to drive traffic and generate more leads.

6 Tips For Brand Enhancement Using Pinterest For Business

Now that you’re familiar with the basics of Pinterest, let’s look at some tips and learn how to utilize Pinterest for business growth in 2023:

1. Understand the Basics of Pinterest Marketing: A Crash Course

The first step to successful Pinterest marketing is understanding the basics of how the platform works.

Learn the following:

How to create a Pinterest profile
How to set up a free business account
How to create Pinterest pins
How to write optimized pin descriptions for the Pinterest algorithm
Techniques to build an attractive Pinterest board collection
How to do the Pinterest trend
How to use Pinterest analytics

Once you learn and execute these steps, it’s time to get into action and create pins.

Now you could do this yourself or hire a graphic designer who could create amazing visual content for your Pinterest boards.

Fortunately, you don’t need to spend a fortune to learn Pinterest marketing.

Plenty of online resources can get you up to speed quickly, from YouTube videos to blog posts and budget-friendly Udemy courses.

2. Leverage Trends (or Keywords) and Search Optimization

Using the right keywords is a great way to help Pinterest users find your visual content and increase exposure for your brand. But, where do you find these keywords?

First of all, know that “keywords” and “trends” are interchangeably used on Pinterest. And, as you might have guessed, these are actually the terms or queries being searched by users.

Now, here are two ways you can use trends/keywords to shape your content strategy:

Use Pinterest 100 – It is Pinterest’s official annual report suggesting trends that everyone should try.
Pinterest Trends – It is an analytics tool that lets you see the top-searched terms/trends in different regions.

Once you have chosen your trends (keywords), use them to optimize your boards and pins by including relevant titles, pin descriptions, and keywords.

Tip: Use Google’s Keyword Planner tool to find more keywords, and use them too.

This will help you get more organic traffic from the Pinterest algorithm as well as search engines such as Google and Bing.

Remember, Pinterest is a visual search engine, and SEO is an important part of your Pinterest marketing strategy. So, learn how you can leverage trends (keywords) to build a solid business profile on Pinterest.

3. Develop and Execute a Well-Thought Pinterest Content Strategy

When creating your Pinterest content strategy, it’s important to consider what type of content will speak to your target audience and how often you will post.

The best way to find this out is by posting different pins, e.g., recipe pins, article pins, product pins, etc. See what kind of pins get the most saves, clicks, or traffic to your website, and then build your strategy around that.

Similarly, post your pins at different times consistently and then review the analytics to see which ones performed well.

Once you have found the right kind of content for your target audience, post consistently and give them every reason to engage with your content.

4. Take Advantage of Promoted Pins and Ads

Promoted pins and ads are equivalent to your social media marketing efforts on Facebook, Instagram, or any social media site.

How?

Well, Pinterest advertising gets your content seen by more Pinterest accounts than just your followers.

As your Pinterest images appear in the search results and feeds of other Pinterest users, your brand will likely get more recognition, consideration, and chances of conversion.

But, to get maximum benefits of Pinterest for business, make sure you have done the following:

Used rich pins
Keyword optimization
Proper bidding planning
Attractive content creation
Used Pinterest analytics to track results

Remember, your Pinterest marketing efforts need to be well-calculated, so ensure you learn how to run an effective campaign. It will help you reach a larger audience and drive more traffic to your website.

** Rich Pins: These are free, organic pins that fetch relevant information from your website and show them to visitors.

5. Create Well-Designed, Attractive Pins

The design of your pins plays an important role in how successful your Pinterest marketing strategy is.

Your pins should be visually appealing and easy to read, and they should clearly convey what your content is about. For design, you can use tools such as Canva or Adobe Spark to create beautiful, professional-looking pins quickly and easily.

However, you also need to take care of the basics, such as:

Image quality
Aspect ratio
Proper text sizing
The Right selection of fonts
Use of copyright-free images

Besides individual pin designs, you must also pay attention to your Pinterest boards.

Not only should they have similar products/ideas, but they must also have a consistent design format or theme.

Why?

It is good for two reasons.

Following a theme in your Pinterest boards will make your Pinterest account look more professional and eye-catching.

Having similar products or ideas will make your content more digestible for your followers.

6. Analyze the Performance of Your Pinterest Posts

The ability to track the performance of your pins is one of the biggest benefits of having a business profile on Pinterest.

Now you can easily access your profile’s analytics if you’re using a mobile or the Pinterest desktop app.

On Desktop:

Click on the Analytics tab on the top left side of the dashboard and select Audience insights to view your profile’s performance.

On Smartphone:

Click on your profile picture at the bottom right corner, scroll down, and click the Analytics tab on the top-left of the screen. Then select Audience insights.

Once there, track the following:

Impressions

It is the number of times your pins get seen on a user’s Pinterest profile.

Fewer impressions mean your pins aren’t performing well, and you need to pay attention to pin descriptions, keywords, and overall profile optimization.

Audience

This metric signifies the number of unique Pinterest profiles that saw your pin or post in a particular time frame. This number can be higher than your impressions, as a single Pinterest profile may see your pin multiple times.

Saves

As obvious by the name, this metric measures how many times a pin got saved.

The more your content resonates with your audience, the more saves your pins get – simple!

Engagement

Clicks and saves count as “engagement.”

Now Pinterest is a platform of visual content, and if your pins are underwhelming, you can’t expect more engagement on your Pinterest profile.

Outbound clicks

Outbound clicks determine the number of users that clicked on your pin’s link and went to the destination URL.

The link may direct users to your blog post, online store, or social media profile, so your content needs more outbound clicks.

Demographics

Demographics tell you a lot about your target audience. The data includes gender, language, user’s device information, and their selected categories and interests.

These metrics can really help you create better content and shape your overall Pinterest marketing strategy.

Final Thoughts

Business owners often forget that Pinterest is a powerful marketing tool that should definitely be a part of their digital marketing strategy.

The platform is home to more than 433 million active users, and people frequently visit it to seek ideas and inspiration for future purchases. So, when it comes to increasing your business’s online visibility, a Pinterest account is just as good as any other social media platform.

This means Pinterest might just be the missing piece of your content strategy puzzle and your key to business growth in 2023.

So what are you waiting for? Set up your Pinterest profile and start creating pins to use Pinterest for business marketing!