In late 2012, Pinterest made a new step forward by announcing its business account features, allowing brands, small-businesses, non-profits, retailers, and publications (magazines, blogs, etc.) to create accounts for their businesses. We’ve outlined what you need to know about these changes and the impact on your marketing strategies to make sure you continue to generate sales and leads through Pinterest.
New members to this feature can easily sign up using new guides, while existing accounts may easily convert with the following essential steps.
Switch to New Look
- To get the new look, scroll over your business/profile name on the top right corner of your account. A drop-down menu will appear. On this menu, click on the last option ‘Switch to the New Look‘.
- Use an image that best represents your brand and meets the size requirements. Avoid images that are smaller than 165×165 pixels as these will be stretched to fit. Additionally, avoid rectangular images, as these will also be automatically adjusted, centered and cropped.
- Ensure profile description captures the purpose of your Pinterest activity in 200 words or less.
- Link your Pinterest page across all your existing social media accounts and send a quick shout out to your existing fans to building your new followers
Link to Twitter and Facebook
- Keep in mind that Facebook will only link to your personal profile, not your pages. However, if you do link to Facebook, you’ll have a special album set aside to connect to posts.
Understand Your Target Audience
- Research current Pinterest boards and pins to understand how your brand’s target audience is using Pinterest, and essentially what they are pinning related to your brand or product/service.
Create Relevant Boards & Pins
- Explore the endless possibilities of setting up your unique Pinterest boards. The boards you create should define your brand while staying true to your brand’s values. Don’t be afraid to get creative – just as long as you stay consistent with your brand’s identity.
- Tie relevant pins to your boards, keeping note of original sources and users.
- Include prices and links to products where necessary and keep in mind not to just follow the path of self promotion.
- Sharing and curating content go hand in hand; include pins from other followers, as well as related brands you work with and/or admire.
Communicate and Engage
- Just like other social media channels, the way you interact with your audience defines the value of your brand’s account. Don’t forget use # hashtags and @tags!
Content is KEY
- Exploring the endless possibilities of Pinterest means exploring various forms of content. BE VISUAL and BE UNIQUE! Use different type of photos and designs, videos, infographics, etc. Your pins should essentially keep your audience eager for more!
Optimize for SEO Success
- Ensure all profile descriptions include relevant brand keywords.
- Don’t forget essential brand ‘keywords’ when building your boards and developing your pins.
- Don’t forget to add the ‘Pin It’ button!
- Consistently refresh your boards with original content from your main sources, your website and blog.
- Understand referral traffic. Don’t forget to check up on Google Analytics for your site to find out more about your audience and your next steps for optimization.
Now that you’ve got your new Pinterest account ready, it’s time to officially make it part of your social strategy by integrating it into your website and/or blog. Don’t forget, it’s all about referral traffic!
- ADD ‘Pin It’ Button: Provide your audience with the opportunity to pin your content onto Pinterest by including this button close to all your other social sharing buttons. Pinterest provides several variations of this button, with or without vertical/horizontal placement of ‘pin’ count. If using WordPress, plugins are provided to include the ‘pin it’ option right on top of images for easy pinning to Pinterest. Check out the Pinterest Pin It Button for Images.
- ADD ‘Follow’ Button: Pinterest provides four variations for the ‘follow’ button to choose from, with HTML code to embed. Simply go to Pinterest’s ‘Pinterest Goodies‘ section to find the code for you to include. Keep in mind that the code comes without parameters and needs to be adjusted accordingly for your website or blog. Use it as part of sidebar or tie it to related content on your site.
- Vector Logos: Vector versions of the Pinterest logo are provided by Pinterest directly for linking. Allow your Pinterest button to rest closely with all our other social media buttons for easy user access.
Pinterest’s New Look
Pinterest recently updated some of its features to enhance its current user experience, taking into account fan reviews and feedback. Have you explored Pinterest’s new look?
Here’s a quick recap of the new changes:
- Pins from the Same Board: Users can now browse through boards without leaving the page they’re on.
- Pins from the Same Source: Users can check out other items pinned from the same website.
- People who Pinned This Also Pinned: This is a new opportunity to explore different items of interest.
- Improved Size of Pins: New pin dimensions allow for easier and enhanced views.
- Keeping Track of Pins: Users can trace pins using the ‘back button’ now, bringing them back to where they started and helping avoid losing the start of their pinning experience.
This is probably the best feature introduced in the new Pinterest, especially for marketers because it tracks pins to results. To view Pinterest analytics, you must verify your website. Scroll over your profile name on the top right corner and click on Analytics which appears on the drop-down menu and you’ll see the following measurement data (that is available for download):
- Volume of daily pins and pinners from your website
- Volume of daily repins and repinners
- Volume of pins on your website and the number of times they were seen
- Volume of clicks and website visitors
- The most recent pins from your site
- The most repinned and the most-clicked pins
Tell us what you think about Pinterest’s new changes and if you’re interested in learning more about Pinterest strategies, contact us and we’d be more than happy to walk you through the new interface and discuss the potential opportunities for your brand.
Additions & Feedback
If you have additional links, sources or ideas that you think would be helpful, please comment below.