Businesses use the Pinterest platform to communicate with customers and prospects and grow an engaged following. Companies typically do this through a combination of organic posts and paid ads that drive users off-platform to a specific piece of content or landing page. Businesses that are visual brands should strongly consider using Pinterest.
Once you add Pinterest to your marketing strategy, you may find that you need expert advice or assistance creating images, content, or managing your overall Pinterest marketing. Consider using Fiverr to hire a Pinterest expert who can help you maximize your Pinterest marketing efforts. Prices start as low as $5 per gig.
How Pinterest for Business Works
Businesses use Pinterest as part of their marketing strategy by creating or curating content (called Pins) and posting it to a specific online pinboard (called a Board) for the promotion of their brand, products, services, or something similar. These Pins become searchable by Pinterest users who can click on a Pin and expand it into a full image (called a close-up) with a caption and comments. If the user likes the imagery and information, they can save or repin it to a board of their own.
Often times, businesses will link their Pins to a specific website, blog post, or landing page that promotes their product or service. When Pinterest users click on a Pin’s close-up, they’re redirected off-platform to one of the previously mentioned destinations where an email is collected, trust built, or a purchase made. Pinterest is typically seen as the top of the digital marketing funnel, pushing users down the funnel to more targeted content that ultimately results in increased customer awareness and engagement.
Like other social media platforms, Pinterest users can also follow a business’ profile or individual business Boards for new content. What’s more, Pinterest has an advertising platform that allows businesses to pay for Promoted Pins that show up in specific searches, similar to Google Ads. However, regardless of whether you rely on organic or paid Pinterest marketing, make sure you create captivating images to Pin that also link directly to your company blog, homepage, or landing page.
Who Should Use Pinterest for Their Business
Pinterest is right for any company whose target audience is made up primarily of women — the main demographic of Pinterest users — who regularly create, share, and engage with Pinterest content. However, visual brands as well as opinion- or service-based businesses can also use Pinterest to their advantage, regardless of demographics.
Pinterest for business is specifically right for:
- Service-based businesses: Businesses in the counseling, consulting, and marketing industries are ideal for Pinterest; they can post tips, advice, blog content, and Pins to helpful external resources.
- Financial businesses: Financial advisers can Pin blog content, testimonials, infographics, or links to lead magnets that encourage engagement.
- Real estate agents: Agents can Pin testimonials, consultation tips, and blog content that make for great agent/brand exposure.
- Attorneys: Firms or individual agents can post tips on hiring an attorney, educational blog content, and lead magnets designed to attract legal clients
Because Pinterest is a visual platform, businesses that can produce visual content on a consistent basis will have the most success using Pinterest for business. If you would like to read more about how businesses can use Pinterest for their marketing, read our article on the 25 Pinterest Ideas for Your Business.
How to Use Pinterest for Business in 13 Steps
Using Pinterest for business requires setting up a business Pinterest account, adding your business description, creating a customer profile, setting up your Pinning calendar, and analyzing your results. Some of this will be repeated on a regular basis to ensure your account is optimized and that you are maximizing your results.
Here’s how to Use Pinterest for business in 13 steps.
1. Set up Your Pinterest Business Account
The first thing you want to do is set up your Pinterest business account. Having a Pinterest business account gives you access to analytics through the Pinterest business portal as well some branding options like featured boards and a website link in your profile. To set this up, you’ll need to sign up and provide basic account and contact information.
Pick Your Business Name on Pinterest
Navigate to business.pinterest.com and select “Sign Up.” This will direct you to a form that will ask you to enter your email, password, and business name.
Before entering your company name as your business name, consider keywords and other factors to make you more searchable. Selecting a business name that is more keyword related rather than your actual name won’t eliminate your branding – you will have a logo, colors, and website link as part of your profile as well. If you have a short business name, you can include it with the other keywords you’re considering.
Below you will see an example of how this will look to Pinterest users. This company’s name is Shack Revamp, but they choose the business name “Shack Revamp – Home Renovations, Home Improvement, Interior Design, Interior Decor, DIY Projects.” Doing this has helped to build a following for this business and 729,000 monthly viewers.
Enter Remaining Business Information
After you have chosen your business name carefully, enter your business information, such as email, name, website URL, and the category your business fits in. Then hit “Create Account.”
2. Complete Your Business Profile
Once you’ve created a new business account, you will want to add your website and location, and then write your business description. This is key to ensuring that your account is discoverable and looks legitimate to users on Pinterest.
Enter Your Website URL
You have already entered your business information, but now you are adding what will be seen publicly. Add your business’s website link in your profile; usually, this is a link to your website’s homepage, but can also be to your blog or a service page.
Describe Your Business
In the description box, you will want to spend some time describing clearly what your business does, using words that your ideal audience will likely search for when looking for your products or services. Be clear and concise.
3. Explore Pinterest to Determine Content Possibilities
Spend some time exploring Pinterest so that you can see what types of content are currently being Pinned and Repinned on Pinterest. You will want to have some clarity around this information so that you can create your strategy around the ideal content you will Pin.
Log in to Pinterest and enter a few keyword searches that might be a fit for your business. This will bring up the Pins that apply to that search. For example, if you are a fitness professional, you might search “hire a personal trainer.” See what kind of content appears, and make notes about what is engaging, interesting, and compelling.
Save Pins for Reference
If you find a few Pins that might be worth referring to when creating your own Pinterest content, you can save those Pins or take a screenshot of them so that you can reference them later.
4. Create Your Pinterest Goals
To begin the process of building your Pinterest for business marketing strategy, decide what your marketing goals are. Because Pinterest can be used to market to many stages of the customer funnel, there are several options to consider—from consideration through re-engagement. Try to stick to two or three specific primary goals so that you can focus on the tactics that will help you achieve those goals.
These are the primary goals most businesses choose:
- Increased website traffic: Pins that will push users to your website for further information, education, and sales
- Email list growth: Pins designed to encourage newsletter signups by sending users to a specific email signup page
- A boost in sales & revenue: Pins that promote products or services and that lead them directly to sales pages
- A specific number of monthly views: Pins that are meant to increase brand awareness within the Pinterest platform
- A specific number of repins each month: Pins that are meant to increase users’ engagement on the Pinterest platform
5. Define Your Pinterest Audience
Your target Pinterest audience is the user base on Pinterest that will be most interested in your products/services or the content you will be promoting. The best way to determine what this audience looks like is to build a customer profile by examining user interests and demographics.
Find and Collect User Data
Begin creating your customer profile by gathering existing data on current followers and customers. If you are a new business, you might have to guess somewhat, based on who you think your services or products will attract. That is fine as you can revise these later on. However, if you have been in business for a while, Google Analytics from your website can be a very useful place to gather this information.
Gather Demographic Information
Demographic information will tell you how old your audience is, what gender they are, where they live, what they’re income is, and other clear profile metrics. This is important when deciding what types of content to create for your audience.
Start by answering these questions:
- What average age are they?
- What gender are they?
- What part of the world do they live in?
- What is their average income?
Explore Audience Interests
You want to determine what types of content will attract your audience to your Pinterest profile. Do this by examining the interests of your target audience, using the demographic information above as a starting point.
Try to answer these questions in order to narrow down your audience a little more:
- What topics and trends are they interested in?
- What are their hobbies?
- What do they value?
- What kind of lifestyle do they live?
The best way to record this information is on an easy-to-access document, like a Google Doc or a Microsoft Word document on your computer. When you start to create content or a new strategy, you will want to reference this to ensure you are appealing to your target audience. Also, if you start to notice a decline in engagement on your Pins, you might want to reference it to be sure your content is appropriate for your audience.
You can read more about how to determine target audiences in our article, How to Create a Customer Profile.
“Look at the people you want to reach, and get in their heads. What else would they be interested in? If you’re selling diaper bags, and your target market is expecting and new moms, then create boards for everything that market would be interested in: toys, baby clothing, parenthood tips, exercises for new moms, activities to do with your new baby, diaper bag organization tips, and so on. Even home decor and motivational quotes would be effective for your audience.”
— Morgan Miller, Social Media Manager, NeONBRAND
6. Do Keyword Research
Keywords are the words that your ideal audience will use to look for your business does on Pinterest. The best way to find the right keywords for your audience on Pinterest is to perform extended searches on the platform. This search exploration is different than the content exploration you did earlier; previously, you were looking specifically at Pins while, in this case, you’re focusing on keywords and how they appear both in searches and in content. You will want to conduct these searches both on mobile devices and desktop computers to see the differences and similarities.
Review Google Results
To analyze the performance of a specific keyword on Pinterest, use Google. Google crawls content on Pinterest, so it can be a very helpful way to determine if keywords are valuable to you.
To test a Pinterest keyword in Google, type this into the Google search bar:
site: www.pinterest.com “keyword”
Be sure you replace “keyword” with the actual keyword you are researching. For example:
site: www.pinterest.com “financial planning”
By doing this, you can analyze the most popular Pins according to their search rankings, and use the results to improve your keywords.
Discover Pinners Pinning From Your Website
Check to see if any content has already been Pinned from your website by visiting this URL:
Be sure to replace [yoursite] with your company’s website so that it will look like this:
This is an easy way to understand what Pinterest users might already be Pinning from your website so that you can create similar content around the connected keywords. Once you’ve picked a few good keywords to use in your Pinterest for business marketing, make a note of them and keep your list handy so that you can refer to it as you start creating content.
7. Determine Your Content Types
Pinterest allows you to create several kinds of content. You can create videos as well as images that link to new blog content, lead pages, or giveaways. Decide which of these content types you will want to create so that you have the right content to Pin. You know what your ideal audience is interested in because of your customer profile work, so build your content type around that. Be sure to consider the time of year, trends, and timely topics of particular interest to your audience.
Are there trends in your industry that might make good content for Pinterest? For example, if you are in the natural beauty industry, is there news regarding a brand that claimed to be “clean” but really wasn’t? Would that be of interest to your audience — something that you should write a blog about and then Pin?
Are there things that your audience is always interested in, like kids’ clothing? Can use your professional photos and Pin different outfit ideas or even ways to get new clothes clean?
Think About Your Seasonal Plan
There are holidays and events that occur every year which may affect your audience. Do they relate to your business? Do you have a spring product line being launched? Do you sell services that relate to Christmas or New Year’s Eve? If so, you want to plan to create content around those holidays.
Once you have your content types determined and the topics narrowed down, you’ll want to create a list of actual content ideas.
Create a Content List
As you think about the type of content you want to create for Pinterest, make a list, and keep it where it is easy to refer to any time you or your team are working on Pinterest content. Here are a few ideas to get you started:
- Seasonal content to promote holiday offers (sales and promotions)
- How-to videos (education)
- New blog content (education)
- Industry trends (news)
- Industry news (news)
- Seasonal advice (education)
- Infographics (education)
- Testimonials (promotion)
Using Pinterest successfully for business means creating content that you can Pin throughout the day on a regular basis. Be sure you’ve stockpiled enough ideas that you can pin as much as 10 times per day for several weeks.
8. Create Your Pins
Once you have your content ideas in place, you should decide if you can create the graphics that you will be pinning. If you or someone else on your team can’t create these pins, you might want to think about hiring an expert graphic designer from a place like Fiverr. Whether outsourcing this work or completing it yourself, you’ll want to be sure your branding is consistent, the text you use is clear, and keywords are incorporate in your image file name and on the images themselves. Once you have your Pins completed, hold on to them so you can schedule them out.
Stay Close to Your Branding
Determine what colors, fonts, and typefaces you will use on Pinterest. These should align with other branding elements you have already established or are using on your website or other social media platforms. Be sure that your branding is consistent, while also aligning with your marketing goals.
Determine What Types of Images You Want to Use
Decide what type of overall imagery you want to use for your Pin images. For example, you might want to use landscapes, solid colors only, or images of people. Whatever you choose, you want to be as consistent as possible. For free images, visit pixabay.
Make Text Easy to Read and Minimal
Pinterest is all about the visuals, so be certain that any text that you include on Pins is easy to read, even on a mobile device. Also, don’t completely cover the Pin with text. A general rule of thumb is to use less than 20 percent text on a Pin.
Use Keywords in Your File Image Name
If you’re uploading an image that you are going to Pin directly to Pinterest, make sure to name your image file based on keywords. For example, if your content and image topic is “How to Create a Simple Budget,” then your image file name should be: “create-simple-budget.jpg.” You can separate keywords with hyphens.
9. Start Creating Your Boards
Boards are the way Pins are grouped by category or theme on your Pinterest profile. Create a board by navigating to your Pinterest profile home page, click on “Boards,” and then click the red “+” sign that says “Add new Board.” Then you will give your board a name, category, and description.
Create 10 Boards to Get Started
Best practice is to start with 10 boards and build from there. Refer to your customer profile and keyword list to decide what boards you want to create.
Name Your Boards
The first thing you will need to do with your boards is to name them. Be as specific as possible, and keep keywords in mind. For instance, board names like “Delicious Desserts” and “Dinner Ideas” will be found more easily in search than one board called “Recipes.”
Include Board Descriptions
You will want to be certain that you write a relevant description for your boards using keywords. Remember, everything in the description is searchable.
Add Board Covers
One way to add a polished, credible, and well-branded feel to your account is to add customized board covers to your boards, which are always still images. You can create a template for these board covers that will allow you to use the same images, colors, and branding by simply changing the text. For best results you want your covers to be 600×600 pixels.
10. Create Your Pinning Calendar
To get good results using Pinterest for business, you want to create a consistent pinning schedule. For best results, you will want to start with at least 10 pins a day, scheduled throughout the day, starting at 6 a.m. Eastern time and ending around 10 p.m. Eastern time, including weekends and holidays when Pinterest traffic is high. The goal is to be on Pinterest frequently throughout the day.
One trick to make frequent pinning easy is to Pin different images with different descriptions that link to the same blog post. This is because different image types will appeal to different Pinterest users.
On easy way to ensure you’re pinning frequently is to use a scheduler like Tailwind, so that you can schedule all your Pins at one time. If you do choose to use an automation tool like this, you still want to get on Pinterest a few times a week to Pin manually as it still appears that manual Pinning makes a difference in your visibility.
11. Start Pinning
Start Pinning your content. While you certainly want to pin a lot of original content, you also want to repin other people’s content to your boards 10 times a day. You can use a tool like Tailwind to repin as well. The more active you are, the broader your reach. Also, keep in mind that your results on Pinterest are cumulative. If you are consistent, you will find that your followers, repins, and website traffic will grow steadily.
12. Review Analytics & Optimize
After using Pinterest for business as part of your marketing strategy for about 30 days, you will want to analyze your performance. Start by going to Pinterest Analytics in the top left corner of your Pinterest account and review your reports. Most importantly, look at what Pins have been most popular so that you can create similar types of Pins in the future.
You can also use Pinterest Analytics to see what pages on your website are most popular on Pinterest. This will also give you insights into what types of content are performing well and liked by your ideal audience. Work on creating more content that’s similar to these Pins, and test different variations to see what increases engagement.
13. Consider Pinterest Advertising
Considering Pinterest Ads might be your next step in using Pinterest for your business. The Pinterest Ad platform allows you to select a Pin, choose a target audience and budget, and then promote that Pin by paying for additional Pinterest users to see it.
Pinterest Ads run on an auction system, called a pay-per-click (PPC) platform. To run ads, you’ll place a “bid” that indicates the maximum amount you are willing to pay to have your ad shown to your chosen target audience. Pinterest Ads are beneficial because they can put your content directly in front of your target audience, at a time when they are likely to pay close attention, engage with your ad, and become a customer. To learn more about Pinterest Ads, read our article What Pinterest Advertising Is and How to Do It.
Pinterest for Business Tips
Pinterest offers many benefits to businesses that use it to market their business. It is important that you are a resource for your followers, so find educational/informative content in your industry to repin and be sure to showcase your company culture and new content. Also, always include board and Pin descriptions for maximum exposure.
- Find nonbusiness topics that connect to your business: You want to be seen as a resource for those following you, so find other content that connects to yours and repin it; for example, if you’re a health coach, you could repin content about home remedies from essential oils.
- Create a board that shows your company culture: Pin photos of office or company events; post pictures of your office renovation or happy hours with staff.
- Include pins that announce company news: Create Pins that announce any new company hires, new locations, or press coverage.
- Always include board and pin descriptions: Take the time to write out descriptions for your boards and your Pins; this will help you show up in searches when people are looking for that information.
- Create a board for your company blog: Create a board that will only hold your company blog posts; Pin your posts consistently and with different images to encourage engagement.
Frequently Asked Questions (FAQ)
How Do I Use My Branding on Pinterest?
Pinterest allows business accounts to put their logo and their website link in their profile. You can also create custom board covers that can include your colors, fonts, URL, and logos that match your branding.
How Do I Promote My Business on Pinterest?
If you want to promote a specific product or service, you will want to use Pinterest Ads or Promoted Pins. If you only want to increase overall visibility and organic traffic, create a marketing strategy for Pinterest.
What Does Pinterest Advertising Cost?
Pinterest Ad costs are determined based on the type of campaign objective you choose. While you can set a campaign and daily budget, the minimum bids for each of these on Pinterest are:
- 10 cents (cost-per-click)
- 10 cents (cost-per-engagement)
- $5 (cost per thousand)
For more information about Pinterest advertising, you can read our article, Pinterest Marketing.
The Bottom Line – Pinterest for Business
Pinterest for business means using Pinterest to attract qualified leads and new customers to your business through the Pinterest platform. Consider using Pinterest for business if your ideal audience is actively using Pinterest and you are interested in creating visual content that you can post consistently. Successfully using Pinterest marketing will produce an increase in blog and website traffic as well as email list growth and booming lead generation.
You might find, however, that it is time-consuming to manage all of the elements of Pinterest marketing strategy. If you do, consider hiring a Pinterest marketing expert from Fiverr to help ensure that your Pinterest efforts are results-driven and effective.