Using Pinterest within a Business

With over 150 million users, Pinterest offers the opportunity for your business to be discovered by many eager customers.

Pinterest consists of digital bulletin boards where users can save and display content in the form of ‘pins’. Pinterest is a much more niche site than Facebook or Twitter as it is a very visual social media platform, therefore isn’t necessarily beneficial to all types of businesses. Generally, the most popular categories found on Pinterest are DIY projects, fashion, exercise, beauty, photography and food, therefore it would work most effectively for companies in those industries.

However, that’s not to say that your business can’t be successful on Pinterest if it doesn’t fall under one of the categories above. An account can be successful if managed correctly, with content being posted and shared on a regular basis.

With over 150 million users, Pinterest offers the opportunity for your business to be discovered by many eager customers. Pinterest has influence over what people are buying; according to Pinterest “87% of Pinners have purchased a product because of Pinterest” and “93% of Pinners have used Pinterest to plan a future purchase.” [Source]

If increasing traffic to your website is one of your main goals, then Pinterest could definitely beneficial to you. Pinterest revealed that about five percent of all website referral traffic comes from the site – second to only Facebook.

Pinterest allows you to create mood boards to share with your audience. The best boards are inspiring, with beautiful images that draw people in. When creating your boards, instead of just showing off your own products and services, you should also show the inspiration behind what you do. You could create boards for the ideas, places, people and moods behind your brand. As well as this, you can show your company’s personality and values through these boards.

You can either create a business page by converting a personal page or you can start entirely from scratch with a business account. The key differences between a business account and a personal account is that it allows you to have access to Pinterest Analytics, Rich Pins and Promoted Pins.

Pinterest Analytics

Pinterest analytics allows you to see what Pins and boards from your profile generate the largest amount of engagement and how much traffic your site gets. Pinterest analytics also lets you see what people like to save from your website. As well as this, you are also able learn more about your audience; including their gender, location, other interests and other businesses they follow. This can help you tailor your Pins according to the data that you collect about your audience.

Pinterest Rich Pins
Pinterest Rich Pins

Rich Pins
A Rich Pin is a Pin that includes additional information within the Pin itself, making it much simpler for consumers to use. There are 6 different types of Rich Pins: app, movie, recipe, article, product and place.

  • App Pins: Include an install button, so that Pinners can download your app without leaving Pinterest.
  • Place Pins: Include a map, address and phone number.
  • Article pins: Include headline, author, story description, helping Pinners find and save stories that matter to them.
  • Product Pins: Include real time pricing, availability and information about where to buy.
  • Recipe Pins: Include ingredients, cooking times and serving information.
  • Movie pins: Include ratings, cast members and reviews.
Promoted Pins
Pinterest Promoted Pins

Promoted Pins
Promoted Pins are just like regular Pins, the only difference being that pay to have them be seen by more people. They’re native ad units that perform just as well, if not better, than organic Pins, helping people save and discover ideas. You can buy Promoted Pins according to your marketing goals: awareness, engagements and traffic.

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