How to use Pinterest to market your business

Pinterest is projected to be one of the biggest social channels of 2022 for businesses across the globe. It is a hub for people to showcase their unique products utilizing the creative marketing capabilities the platform packs. When combined with the boom of e-commerce, it presents a unique opportunity for businesses.

What makes it stand out from other social channels is that people approach Pinterest with a certain amount of purpose. Some visit to seek inspiration by perusing images related to their interests. Others want to browse, buy, or sell new, innovative products. These could range from DIY furniture to soaps that look like cupcakes and even cupcakes that look like soap. You get the drift!

You can use your Pinterest presence to showcase your brand's aesthetic by using your brand colors and fonts and logo. You can also showcase your products by categorizing them in different Boards and including clips on how to use them. Similarly, you can publish videos about the types of services you provide. Use the long format of pins to post step-by-step guides and publish educational graphics about your industry to make your brand messaging heard.

Let's look at how to get started using Pinterest for your organization.

Creating the perfect Pin

If you deconstruct the perfect Pin, you will see some important aspects to it.

Firstly, the title should incorporate important keywords. It helps to see which keywords work on Pinterest specifically, and on search engines as whole, from an SEO perspective. If you need help identifying which keywords to use, try out Google's Keyword Planner.

The next order of business is to give your Pin a description. There is a decent word limit (up to 500 characters), so you can also include keywords and hashtags and sprinkle in some emojis.

There are three basic types of Pins—Standard Pins, Idea Pins, and Videos. Choose which types of Pins you want to include in your Boards based on your brand's preferred content types.

A Standard Pin is a regular Pin that consists of a single image with a title and description. Not to be confused with stories, Idea Pins are a series of Pins that can be navigated by clicking through them. These are great for educating, whether it's to present steps to use a product or fun Do-It-Yourself (DIY) ideas.

 Organizing Boards 

A Board is a collection of Pins. Once you create a Pin, you're prompted to add it to an already existing Board or to name a new Board.

To make your Boards look neat, upload a cover picture as the first Pin and design it with text or images that indicate what the Board is about. We recommend having an image with the Board's title in a bold font.

You also have the option to create sections within each Board in case you have a lot of Pins to organize.

Getting the most out of Pinterest for business

Firstly, fill out your brand's details on the About Me page. In the description, make sure to research and use keywords relevant to your brand as well as your industry for better SEO. This will help your Pins rank in the Google image results as well.

Create a content plan so you're not just posting random Pins at arbitrary intervals. Organize your Boards from the beginning—we suggest planning out a few Board ideas and creating a repository of Pins to go out at regular intervals.

Pinterest also lets you add Pins to group Boards, which can have multiple accounts collaborating on a Board.

The most important tip is that you can link from your Pins to relevant pages on your website. This will let users open the source website for the Pin in a new browser tab if they want to learn more about the Pin or find the particular product listed on it. A hyperlink ensures that you get more traffic on your page; more people will be able to access your product or service. A viral Pin can help you get more visibility for your brand profile.

Incorporate your logo into your Pins and maintain a loose theme for each Board or all your Pins as a whole. Building a narrative or a commonality helps tell a marketing story and organize your content better. Aim for long images as Pinterest boosts them—try to maintain a scale of 2:3 or longer.

Tracking performance metrics 

To find how your different Pins are performing on Pinterest, check out Pinterest analytics as you scale your presence on the platform. On the header of the Pinterest page, click on Analytics to see an overview of your Pin's performance, audience insights, or video analytics.

The Overview section shows basic insights on your Pins with metrics such as impressions and engagement trends over a date range of your choice. It also shows how much of your audience has viewed your Pins and how much has engaged. Use this data to tweak your future content plan.

Pro tip: Experiment with different post styles, fonts, and graphics to understand what works with your audience. Incorporate these to design your own Pinterest publishing templates.

Audience Insights gives you various metrics about the demographics of your audience. Use this section to learn about your audience and tweak your content according to the data. For example, if most of your viewers are from a specific age group or region, tweak your content to make it more relatable to your audience.

Video analytics tells you how your videos are garnering engagement in terms of views, outbound clicks, playtime, and saves.

So try out Pinterest for Business and let us know if these tips helped you. Start a conversation with us @ZohoSocial. You can also drop your comments below or email us at support@zohosocial.com to reach our professionals.