Which is that one platform we can use for hours without feeling guilty about it?
Using social media platforms like Instagram or Facebook start making us feel unproductive after some time. However, this is not the case with Pinterest.
The platform provides immense inspiration, entertainment, and even information. It does everything aesthetically and in a very pleasing and appealing manner.
One can pin content to boards to refer to them in the future, use them as inspiration, or share them with their friends, and purchase products too. It is these attractive features and content that make the platform have more than 450 million monthly active users.
Besides this, 90% of its large user base says that they are using the platform to make purchases. Additionally, Pinterest has a great reputation and 8 out of 10 people believe that it makes them feel positive. So, with a significant proportion of users ready to make purchases, it has an immense scope as a platform for businesses.
This can be proved by how there has been a major increase in companies that have joined the platform, including many Fortune 500 companies.
Before diving more into Pinterest for Business, it’s important to know the functionality of the platform and address some basic questions.
What is Pinterest and how does it function?
Pinterest is a social media platform that allows its users to explore, save and share visual content which is usually – inspiring, entertaining, or informative.
Users can add or as they say ‘pin’ their favorite content to boards with a common theme. This will help keep things organised while other users can discover fresh content based on their interests. However, it’s important to know that Pinterest has separate personal and business accounts.
Having a business account can provide a vast range of benefits. These integrated features of the business accounts are a key strength of Pinterest. The marketing features provided by the platform can help promote your brand. Coupled with the irresistible content, marketers can easily attract customers.
How is the Pinterest Business account different from the Personal account?
Pinterest’s Business account provides multiple features to support businesses and help them grow. The additional features or elements that differentiate a business account from a personal account are as follows:
Pinterest allows businesses to use their business name instead of the usual First+Last Name that one has to use on other platforms. However, this means your profile can’t have an automatic link to your Facebook account.
One can still add a Facebook tab to their Pinterest home page.
Unique Terms of Service
The platform has different terms of service for businesses because the account will be used commercially. The Pin Etiquette Policy and Acceptable Use Policy remain the same. But there are some guidelines for commercial use.
This guideline includes no promotion of spam, not suggesting Pinterest has sponsored or endorsed something; etc.
Pinterest provides five types of Rich Pins. These are full of information to add some sales power which distinguishes them from the usual pin. They include price, links to websites, stock updates, map locations, etc.
Pinterest has provided some special tools to business accounts. The list includes – the Widget Builder, Promoted Pins, Pin It Button, and buyable pins for e-commerce.
More such interactive and helpful tools can be expected in the future.
The best feature of a Pinterest Business accounts for most businesses is undoubtedly Pinterest analytics. Once you verify your account, you get access to the important tracking information. This will also you to find which content and strategies work. Consequently, it will strengthen your marketing strategy.
Access to Marketing Material
Unlike other social media platforms, Pinterest doesn’t just give you its platform. They have created educational marketing materials for businesses. This will teach how to increase the effectiveness of your marketing strategies.
The educational material includes:
- Webinars and other resources for small businesses on Pinterest
- Pinstitute – interactive workshops that connect pinners to get a higher return from Pinterest
What are the advantages of using Pinterest for Marketing?
Help your customers learn
Pinterest provides valuable infographics, tutorials, how-to, and other educational content. Its visual medium can become a great medium to help your customers to learn and engage. However, keep your target customers in mind while creating and marketing content on Pinterest.
It should really appeal to them. For this, you can see what your competitors are doing, conduct surveys or research, etc.
Categorise your content
Users of Pinterest prefer visual content. But the platform provides various ways to share all types of content including blog posts. Unlike some other social media platforms, users can click through the links.
Beyond this, a user on Pinterest shares content to a board. These boards save all the pins and distribute your content for your follower and users to explore. You can have as many boards as you wish which can be categorized into themes, types, ideas; etc. Consequently, it becomes easy for the audience to find the content they wish to consume.
Build your Pinterest community
You can invite people to join your board which will make it a “group board”. This is a good option when you want others to add content to your board. Hence, this is a great way to boost interaction and engagement.
Beyond this, you can build a huge following. This can be through promoting your Pinterest on other platforms, following those who will follow you back, analyze your competitor, ask influencers to repost your content; etc. In this way, you will be able to build your own real community.
Boost sales and increase traffic
A major benefit that Pinterest provides over other platforms is that you can link your content to another website. This means you can share both written and visual content and then direct users to your website. The linking feature can help you boost sales and also increase your web traffic.
Pinterest provides a set of inbuilt functions and advantages that can help your business grow. However, there are many marketing strategies beyond using Pinterest.