Tips to grow your business with Pinterest

    Tips to grow your business with Pinterest

    Only a few months ago, Pinterest had 445 million monthly active users worldwide, according to Statista. As of November 2022, it’s reached 478M+ month...

    Only a few months ago, Pinterest had 445 million monthly active users worldwide, according to Statista. As of November 2022, it’s reached 478M+ monthly users — a growth of more than 33 million. How crazy is that?! Why do so many people need Pinterest? What is Pinterest used for? 

    Here is how it works. Users “pin” images they like to save on their boards — like some of us did in the pre-Pinterest era with magazine cutouts, tacks, and corkboards. These days, people go to Pinterest to get inspired, plan renovations, find new recipes, collect quotes, create shopping lists, and more. So, people use it for literally everything.

    However, collecting nice images is one thing but selling your products and services on Pinterest is an art to be mastered. What is Pinterest for business, and how does it work? 

    Pinterest has two undeniable superpowers that can’t be ignored:

    1. Through organic traffic, Pinterest gives you access to a huge audience for free.
    2. Pinterest customers have a very high conversion rate.

    However, the platform’s effectiveness depends on how you use Pinterest for your business — in other words, it’s all about marketing.

    What is Pinterest Marketing?

    Okay, first and foremost, what is Pinterest Marketing? Simply put, it means selling your products and services to your target audience by creating specific visual content, Pins. 

    Apart from using Pinterest’s tools and features, you need knowledge of SEO, marketing, design, and even human psychology in order to succeed on the platform. The main goal of Pinterest Marketing is to build a community around your brand and attract more leads — all by using visuals that strike a chord with your customers. That’s how to use Pinterest for sales.

    This article explains in detail how you can use the platform’s functionality to its fullest to boost your marketing.

    Business benefits of Pinterest

    To see the potential benefits of Pinterest for businesses, let’s take a look at some interesting statistics:

    As a small business owner, you probably already see how you could benefit from it, right? If only all those users could discover your brand. With a powerful tool like Pinterest, you will be able to:

    • build a community around your brand
    • create content that your target audience obsesses over
    • discover new audiences
    • use cutting-edge technologies, such as AR (augmented reality), to sell your products
    • promote your website for free
    • upsell your products by creating themed Pinboards

    Intriguing, right? This article will show you how you can do all of it.

    The fundamentals of Pinterest for business

    What are the basics of Pinterest, and how can you apply them to your business? This 2022 guide dives more into the topic, but here are the main steps you should take to start promoting on Pinterest.

    Step 1. Create a Pinterest business account. It can be linked to your personal one if you have one, or it can be completely new. Getting a Pinterest account is free.

    Step 2. Add your business info: name, profile image, and a link to your website. 

    Step 3. Start creating pins and collecting them into themed boards. We recommend customizing free ready-made templates — this way, you can save time on design work.

    Of course, there is much more to Pinterest. This article will give you plenty of hacks and tips for optimizing your Pinterest business profile and creating the content Pinners will love.

    Steps to grow your business on Pinterest

    1. Define your Pinterest Marketing strategy
    2. Set up a Pinterest business account
    3. Create and publish your Pins
    4. Manage your growth on Pinterest

    1. How to build a successful Pinterest Marketing strategy

    Deciding how to get followers on Pinterest to like and repin content for your business requires an effective strategy. Don’t worry, we have a guide to the whole step-by-step process of creating marketing strategy. But just to give you an idea, here are four major points to keep in mind when you work on your Pinterest strategy:

    1. Identify your audience

    First of all, define your business’ buyer persona — their age, occupation, hobbies, and shopping goals. It will help you understand what visuals to use for your Pins and how to choose words and keywords for your titles and descriptions.

    1. Check if Pinterest works for your audience

    Your audience may not be very active on Pinterest, or Pinterest ads might not be available in the country of your interest. Check out the information in the ads overview guide to make sure any ads will reach your audience. 

    1. Set your goals for Pinterest

    To identify your goals for Pinterest, ask yourself these questions: 

    • What value do I expect Pinterest to bring to my business? 
    • Does the platform help to sell more products or drive organic traffic to my website? 
    • Do I want to grow brand awareness and create a community? 

    All of the above can be your goals for Pinterest, and all of them are actually achievable.

    1. Track Pinterest analytics and tailor your strategy

    Pinterest has a very cool guide on its analytics tools and features. With this toolset, you can track how your Pins and boards perform as well as check overall stats for visitors, clicks, number of followers, etc. Analyze the results at the end of each month or week and adjust your strategy accordingly.

    2. How to create Pinterest for your business

    The process of setting up a Pinterest business account is different depending on whether you want to link your personal account to it or not. 

    How to create a new business account

    1. Click Sign up at the top-right of your screen
    2. Click Create a business account
    3. Enter your Email, create a password, and enter your age
    4. Click Create account
    5. Fill out the fields to build your profile
    6. Fill out the fields to describe your business
    7. Select if you want to run ads
    8. Select where you’d like to start, or click the X icon to go to your new Pinterest business account.

    How to create a Pinterest business account linked to your personal one

    1. Log into your personal Pinterest account
    2. Click the arrow icon at the top-right of the screen
    3. Click Add account
    4. Under Create a free business account, click Create
    5. Click Create a linked business account
    6. Click Create linked account
    7. Fill out the fields to build your profile
    8. Fill out the fields to describe your business
    9. Select if you want to run ads
    10. Select from the list of options to describe your business
    11. Select where you’d like to start, or click the X icon to go to your linked Pinterest business account

    ➡️ To learn about setting up your account, read this blog post.

    Pinterest business account tips

    Now, let’s see how to operate your newly created Pinterest business account to make it effective for your business…

    1. Optimize your basic info

    • Upload a striking on-brand cover image. A carefully selected picture helps your profile grab attention. For consistency, make sure to use your brand colors and fonts for the cover image. With VistaCreate’s Brand Kits feature, you can apply your logo, fonts, and colors in one click. Visit this page to learn more about it.
    • Claim your website and social channels. This way, your profile picture and name will appear on every Pin you post.
    • Optimize your name on Pinterest by adding a vertical bar “|” followed by a description with keywords. For example, Sam Smith | Interior Designer & Decorator. Not only does it look good, but it also helps users find your brand on Pinterest faster. 
    • Write a relevant bio that clearly describes your business.

    2. Explore the platform’s functionality 

    To understand how Pinterest works, you can start playing with its three key features:

    • boards — folders to organize your pins
    • pins — literally all the visual content originally posted on Pinterest
    • repins — the pins of others you’ve saved to your profile

    You can like, comment, and repin Pins from other users.

    3. Browse Pinterest resources

    For a quick start, Pinterest provides some guidance for small businesses like yours.

    Learn about your audience, read about the latest trends and predictions, get insights on advertising, and join the business community.

    Next, research your business domain on Pinterest. Search for pins with a similar aesthetic and theme, and explore your competitors’ accounts. Staying in the know will inspire and empower you to build your own growth strategy.

    4. Use featured Highlights 

    Because they are at the top of your profile, Highlights are the perfect way to showcase your brand and product in all its glory. They are made of Idea Pins (more on these later) that you can combine and group as you like — up to 20 Idea Pins to one Highlight. Pinterest allows users to create up to 6 featured Highlights.

    For more details, visit this page.

    3. How to create effective content for Pinterest

    Pinterest claims that the best Pins are visually compelling, tell a good story, and make people want to learn more. But that’s easier said than done! Don’t worry, we have surefire tips to help you with your Pinterest content.

    Pinterest content tips for businesses 

    We’ve put together a list of the most effective content tips for growing your business on Pinterest.

    1. Plan your content strategy

    Create your first boards or catalogs. Don’t put all of your pins on one board if you plan to post lots of content with varying aesthetics or purpose. For instance, some of your future pins might be more focused on advertising and some on inspiration, so it’s better to optimize them differently.

    ➡️ For more about how to create a compelling strategy, check out our helpful content strategy guide.

    2. Create your first pins

    Pinterest gives you the ability to get creative and experiment with your content however you like. But there are creative best practices that will help you get repins and grow your follower base faster.

    Things to remember when creating your pins:

    • Put your product or service first
    • Keep in mind your target audience demographics
    • Use unique images/video footage
    • Create high-resolution content
    • Write a clear message, if any at all
    • Don’t clutter your visuals and make them easy to browse

    3. Be consistent with your content

    You may not see results right away. Don’t fret. Slow and steady wins the race, especially with organic social media. Keep creating Pins and encourage followers to circulate them across the platform with repins and comments. By producing visually pleasing content, you can gain more likes, repins, and comments.

    A great thing about Pinterest is that the content lives forever. And the best part of it — the person who originally posted the pin gets credit for all its saves, and this is exactly where your gold is.

    Pinterest algorithms will have their influence, too — the more people scroll, the more personalized their feed gets. In addition, people can comment on your pins, react, or even add photos of Pins they’ve tried. Your content should tempt people to engage. 

    4. Don’t spam

    Post regularly but do it wisely. Pinterest is constantly analyzing your activity, so it will see your content as spam if you post Pins with the same URL too often. To prevent this from happening, experts recommend to use a URL not more than once a week.

    5. Explore your advertising options

    • Apply for a free ads consultation to find out more about your possibilities with organic growth compared to paid ads.
    • Turn to analytics and monitor how your published pins perform in order to define what’s best to keep developing or to turn into an advertisement.
    • Turn successful organic Pins into ads, so they’re seen by more people.

    If you’re not a DIY-craft queen, or a farmer who grows flowers and has a picture-worthy cottage — it’s going to be a bit harder to market on Pinterest for free. Paid ads work better for businesses that don’t have the ability to constantly maintain their posts’ high-grade aesthetics.

    ➡️ To learn more about how to create paid ads on Pinterest, read this article.

    How VistaCreate can help

    1. VistaCreate formats for Pinterest and has a direct publish to Pinterest feature
    2. VistaCreate templates for actions on Pinterest
    3. Follow us on Pinterest for the dose of design inspiration

    Content formats that work best for Pinterest

    No doubt, Pinterest marketing requires beautiful images and videos. But let’s see how you can use them to create the perfect Pinterest content. Here we’re discussing free organic Pinterest formats, but if you’re interested in ads, you can find more information in this article.

    Idea Pins

    Idea Pins is somewhat like Instagram Stories — short, engaging video-like content. To create an Idea Pin, you can select up to 20 images that will be played in a slideshow. You can mix pictures and videos, add your text, and include stickers and visual objects — just like with Insta Stories.

    But unlike those, Idea Pins last forever.

    Therefore, we recommend using them to showcase your core collection of products, promote blog articles, or set them up as a “how-to” guide. Read more about Idea Pins in our blog post.

    Try-on Pins

    The Try-on feature is based on augmented reality and allows users to virtually try on products from Pinterest via the Pinterest Lens app. This works perfectly for the fashion and beauty industries. Learn more about Try-on Pins from this Pinterest article.

    Rich Pins

    Rich Pins are organic Pins that sync data from your website with your individual Pins. There are three types of Rich Pins you can use:

    • Recipe Rich Pins — These Pins have a title, serving size, cook time, ratings, diet preference, and a list of ingredients for the recipes that you save. They work best for food stores, farms, food bloggers, etc.
    • Article Rich Pins  These include the headline or title, a short description, and the author information. Use this Pin to promote the articles and posts from your blog.
    • Product Rich Pins — These pins contain the relevant pricing, availability, and the product information. This type works perfectly for most of the brands who sell products online as the Pin leads the users directly to the brand’s website.

    ➡️ Learn more about each type and how you can create your rich Pins in this article.

    Examples of winning content on Pinterest

    Get your inspiration flowing

    If you’re afraid of failure, remember that everyone started from scratch, even accounts with millions of followers and high-performing content. Take it easy and get inspiration from those who have success on Pinterest already. Here are a few examples:Business success stories collected by the Pinterest team.

    Great-looking Pinterest business accounts and boards from the top Pinterest influencers. Join VistaCreate on Pinterest for a daily dose of inspiration and great design ideas.

    Well-designed Pinterest templates from our collection. Find our 200 best free designs categorized by topic in this blog post.

    Browse templates

    4. More ways to grow business on Pinterest

    Surely, you can grow your brand by advertising on Pinterest. But what are the best Pinterest Marketing tips for small business owners who are just starting on the platform and are not ready to buy ads? Here are our five recommendations for organic growth on Pinterest:

    Build your audience

    Invest your time and energy into building your Pinterest community — follow other users and interact with them by repinning their pins, liking their content, and leaving comments. One of the best tips here is to follow top Pinterest creators, borrow their high-traffic boards, and collaborate on content or promotions with them.

    Track your results

    Pinterest provides businesses with the full set of analytics tools that you can use to track your success regularly. Go to the Analytics menu and choose Audience Insights, Conversion Insights, Trends, or Overview. The last option helps you get an idea of the overall performance of your boards and individual Pins. 

    Analyze your stats to learn what content works best for your audience, what’s trending on Pinterest, and how your business performs. With this data in hand, you can learn how to post on Pinterest and what content people love.

    Boost SEO

    If you want to be successful on Pinterest, work on your SEO. Using certain keywords related to your business niche, you can make your Pinterest account and Pins rank higher on all major search engines. Read this guide to Pinterest SEO to understand all the ins and outs of it.

    Grow along with partners

    You don’t necessarily have to do this alone! Set up your feed, create shoppable experiences, scale ads, and much more with third-party services. You can hire several companies to help you with different aspects of Pinterest marketing: ads, content creation, analytics, etc.

    Share your Pinterest content on other socials

    Go beyond Pinterest and promote your Pins on other social media platforms. You can post your Pin design on Facebook and add a link to your Pinterest board to the post. Or, share the image on Instagram Stories with a link and invite followers to discover the whole collection. It’s easy and fast, and you don’t even have to create additional content for these social platforms.

    With VistaCreate’s Resize feature, you can optimize one design for many formats in just a few clicks. Visit this page to learn how it works.

    Common business mistakes on Pinterest

    Let’s take a look at the five most popular business mistakes people make and learn how to avoid them in your Pinterest Marketing and content strategies:

    Mistake #1. Ignoring SEO

    Not using the right keywords reduces your chances of being noticed on the platform. Use the Pinterest Trends tool to find keywords that are just right for your business and add those words to the titles and descriptions of both your pins and boards to help Pinterest users see you in their feeds and search results.

    Mistake #2. Not using new Pinterest formats

    This mistake can be paraphrased as “not trying new ideas.” By being afraid of using Idea Pins, rich Pins, or Try-on Pins, you simply limit your own opportunities. We’ve mentioned all the benefits of these formats in this article before. But one thing you must know for sure — your competitors are stealing your potential buyers by using these formats right now!  

    Mistake #3. Not formatting correctly

    Do not upload horizontal or square pics to Pinterest. Use images with a 2:3 aspect ratio instead. The perfect size for a Pin is 1,000 x 1,500 pixels, and all VistaCreate’s Pinterest templates are this size. To avoid using the wrong format, grab one of our free ready-made Pinterest templates, and you’ll have it right!

    Mistake #4. Not optimizing your website for Pinterest

    First of all, your website must be mobile-optimized. So, make sure all pages are loading fast and that all menus and toolbars are easy to find and navigate. Secondly, help users pin images directly from your website using plugins such as TastyPins, Monarch, Grow, or others. You don’t want to miss the opportunity the get more coverage because of a non-optimized website!

    Mistake #5. Not linking Pins to your website

    Add the link to your website for every product image you upload. Be it a link to a product landing page or catalog, it must be there. This way, Pinterest users can become potential leads, explore your product in detail, and hopefully buy it directly from you.

    Pros and cons of Pinterest for business

    As with any other platform, Pinterest has its own benefits and disadvantages. However, every business is different, so what some consider a benefit might not work well for you. Let’s touch briefly on the pros and cons, so that you know what to expect from Pinterest and decide for yourself. 

    Pros of Pinterest

    ✅ All Pinterest boards are public 

    Wherever they are on Pinterest, all boards are visible and accessible (except those specifically marked as private). Pinterest users don’t necessarily have to follow your page to see your Pins. They can see them as recommended Pins or because they were liked by someone in their feed. So if you optimize your Pins and publish quality content, your potential buyers will discover you sooner or later.

    ✅ Pinterest users love to shop

    75% of Pinterest users say they’re constantly in buying mode, so you can start to see why there are so many small-business Pinterest users. And that‘s the key to your business on Pinterest. You can sell more by constantly creating content your buyers like. 

    ✅ Pinterest allows adding hyperlinks

    You can add a link to external websites to every Pin you’ve created. Use this feature to draw the audience to your catalog, blog, landing page, or whenever you want them to do. Because each Pin is automatically hyperlinked to the original source and stays forever on Pinterest, you have free life-long promo material for your products and services. 

    ✅ It’s perfect for business collaborations

    Reach out to like-minded brands on Pinterest to see how you can collaborate and grow together. You can create group pinboards, comment, and like each other’s content, or even directly promote your partner by sharing their pins. It’s a great opportunity for small business owners to show support for one another and find new audiences fast.

    Cons of Pinterest

    ❌ Scheduling situation

    Users claim that it’s not easy for them to schedule their pins in advance, as Pinterest for Business only provides them with basic scheduling options. If you want more control over your content calendar, you’ll need a third-party Pinterest scheduler. Keep this in mind as you start planning content. Try multiple tools to see what works best for you.

    Explore VistaCreate’s direct posting feature that allows you to design and schedule your pins. With this tool, you can select the time, date, and board, as well as add a title, description, and link.

    ❌ Copyright issues 

    Due to legal issues, sharing someone else’s content and using it for marketing purposes might become a problem. To ensure you’re on the right side, ask permission before posting someone’s visual content. People often share the Pins someone else created, but you must check the copyright before repinning them and using them for any promotion.

    ❌ Pinterest favors certain businesses over others

    If your niche is not on the list, it might be difficult for you to find the audience for your content. The most popular topics on Pinterest are

    • Home decoration
    • Fashion
    • Beauty
    • Crafts and DIY
    • Design
    • Photography
    • Travel
    • Food and drink
    • Tech
    • Health and education
    • Quotes and stories

    So before advertising on Pinterest, think if makes sense for your business or not. And if not, simply try other platforms.

    ❌ Limited advertising opportunities 

    A pitfall we discussed earlier in the article. Pinterest supports advertising only in these countries. Make sure you can reach your potential market with Pinterest before buying ads there.

    To wrap up

    We love Pinterest.

    We love surfing through it for inspiration, and we love-love-love pinning beautiful Pins to our boards. 

    But when you start marketing your business there, Pinterest may look and feel complicated. Honestly, all other platforms and channels do, too. So, the only way to find out if Pinterest works for you is to test it.

    Start slowly, explore its marketing tools and creative hub, and learn how to create stunning pins with VistaCreate — because the only thing our team loves more than browsing the internet for inspiration is helping people turn their creative ideas into great designs.

    Iryna Luzina

    Marketing copywriter at VistaCreate. Ira adores writing in all its forms — from marketing copy and blog articles to handwritten letters and songs. When off copywriting duty, she’s working on her solo musical project. A passionate artist, yogi, and cat lover all in one!

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