How to Use Pinterest to Promote Your Business or Blog [Free Templates]

How to Use Pinterest for Business in 2023: The Ultimate Guide

Pinterest has emerged as a powerhouse platform for businesses looking to boost their online presence and drive measurable results. With over 400 million monthly active users, Pinterest offers a unique opportunity to tap into a highly engaged audience actively seeking inspiration, ideas and products.

Whether you‘re a small business owner, marketer or entrepreneur, Pinterest can be an invaluable tool for increasing brand awareness, website traffic and sales. In fact, 45% of users say they use Pinterest to find and shop for products, and 85% say they use the platform to plan new projects.

Ready to get started with Pinterest marketing? This comprehensive guide will walk you through everything you need to know to succeed on the platform in 2023.

Set Up Your Pinterest Business Account
The first step to using Pinterest for your business is creating a dedicated business account. Follow these simple steps:

  1. Go to Pinterest‘s Create a business account page and fill out your information, including your business name, website and brand category.

  2. Claim your website to unlock advanced analytics and features like a profile cover image. Simply add a small piece of code to your website‘s header tag or upload an HTML file.

  3. Add a profile image, description and featured boards that showcase your brand and tell your story. Be sure to incorporate relevant keywords to help users discover your content.

  4. Connect your other social media accounts so you can easily share pins across platforms.

Optimize Your Pins for Maximum Impact
Creating high-quality, eye-catching pins is essential for standing out in Pinterest‘s visual feed. Follow these best practices when designing and publishing new pins:

  • Use clear, high-resolution images in a vertical 2:3 aspect ratio. Pins should be at least 600 pixels wide, but the ideal size is 1000 x 1500px.

  • Include text overlays or logos to grab attention and convey key information. Make sure any text is easy to read, even on small mobile screens.

  • Write compelling, keyword-rich titles and descriptions that clearly communicate what the pin is about and why users should click through. Aim for around 100 characters for titles and 200-300 for descriptions.

  • Enable rich pins to automatically sync key details from your website, like product pricing/availability or recipe ingredients. This adds more context and keeps pins up-to-date.

  • Always link pins back to relevant landing pages or blog posts on your site to drive traffic and conversions. Pins without links or with broken links can hurt your account‘s distribution and performance.

Develop a Strategic Board Structure
Boards are how you organize your pins into cohesive themes and topics. A well-planned board structure makes it easier for users to browse your content and quickly understand what your brand is all about.

Start by creating a core set of boards that align with your business and target audience‘s interests. For example, a home decor brand might have boards for different room styles, DIY projects, seasonal decorating ideas, and trending design elements.

In addition to product or service-focused boards, consider creating resource boards that provide helpful tips, inspiration or entertainment related to your niche. Aim for a mix of branded and non-branded content to provide value and build trust with your audience.

Use clear, descriptive names and keyword-rich descriptions for each board to improve discoverability in search. You can also feature your most important or timely boards in the featured carousel at the top of your profile.

Engage and Collaborate with Your Community
Pinterest is all about discovery and curation, so actively engaging with other users and content is key to expanding your reach and influence on the platform. Here are a few ways to build community:

  • Follow relevant boards and accounts in your niche to keep tabs on trends and popular content. Repin top-performing pins to your own boards to share with your audience.

  • Monitor and respond to comments on your pins to build relationships and trust with your followers. Answer questions, say thanks and offer additional resources when appropriate.

  • Join or create group boards to collaborate with other creators and reach new audiences. Look for opportunities to partner with complementary brands or influencers on shared boards or campaigns.

  • Run a contest or giveaway that encourages users to follow, save or create pins around a branded theme or hashtag. Just be sure to follow Pinterest‘s contest guidelines and best practices.

Promote Your Pins for Faster Results
While organic strategies can be very effective on Pinterest, investing in promoted pins can help you reach even more users and accelerate your results. Pinterest‘s ad platform allows you to target your ideal audience based on demographics, interests, keywords and more.

According to Pinterest, 85% of users have made a purchase based on branded pins, and promoted pins can drive 3x higher conversion rates compared to social media ads on other platforms. Here are a few tips for running successful campaigns:

  • Choose your goal, whether it‘s brand awareness, traffic, app installs or sales, and select the corresponding ad format. Standard promoted pins are great for general engagement, while shopping ads sync with your product catalog and include dynamic pricing/availability info.

  • Target your ads strategically using a combination of interests, keywords, customer lists and actalike audiences. Start broad and then refine based on performance data.

  • Design eye-catching creatives that stop the scroll and clearly showcase your product or offer. Include a strong call-to-action like Learn more, Sign up or Shop now.

  • Set a competitive daily or lifetime bid based on your goals and budget. The more you bid, the more likely your ads are to be seen by your target audience.

  • Use Pinterest‘s Conversion Insights tool to measure your ads‘ impact on key business metrics like page visits, signups, orders and revenue. Optimize your targeting, creative and bids based on what‘s driving the best results.

Share More with Idea Pins
Idea Pins are Pinterest‘s multi-page video pin format, designed for storytelling and tutorial-style content. By combining videos, images, text, links and product tags, you can create dynamic posts that engage users and drive action.

Idea Pins appear in a dedicated feed at the top of the home page and in search results, giving them premium visibility and longevity compared to standard pins. And like regular pins, Idea Pins can be saved and shared, helping extend your content‘s reach.

To create an Idea Pin, simply select the + button on mobile and choose Idea Pin. You can add up to 20 pages of video or images, as well as customizable text overlays, background music, interactive elements and detail pages with links or product tags.

Some popular types of Idea Pins include:

  • How-to tutorials and DIY projects
  • Recipes and cooking demos
  • Fashion lookbooks and style guides
  • Travel guides and destination highlights
  • Fitness routines and wellness tips
  • Behind-the-scenes and day-in-the-life content

The key is to tell a cohesive story with a clear beginning, middle and end. Use the first few pages to grab attention and tease the value to come. Include on-screen text to reinforce key points and make your content accessible with the sound off. And always end with a strong call-to-action, whether it‘s visiting a link or saving the pin for later.

Measure and Refine Your Pinterest Strategy
As with any marketing effort, tracking and analyzing your results on Pinterest is essential for optimizing your strategy over time. Pinterest Analytics provides detailed insights into your account‘s overall performance, as well as metrics for individual pins and boards.

Here are a few key things to look at:

  • Impressions: The number of times your pins were shown in the home feed, search results or category feeds. Use this to gauge brand awareness and visibility.

  • Engagements: The total number of closeups, repins, clicks and reaction on your pins. This shows how well your content resonates with your audience. Pay attention to your engagement rate, which is engagements divided by impressions.

  • Outbound clicks: The number of clicks to your website from your pins. This is important for driving traffic and potential customers to your site.

  • Top pins and boards: See which individual pieces of content are generating the most impressions, engagements and outbound clicks. Try to replicate the elements that make them successful in future pins.

  • Audience insights: Learn more about who is viewing and interacting with your content, including their gender, location, language and interests. Use these insights to refine your targeting and content themes.

You can also use third-party analytics tools that offer additional Pinterest metrics, like follower growth, video views and revenue tracking. Whichever metrics you focus on, be sure to set clear goals and benchmarks, and check in regularly to see how your performance stacks up.

Stay on Top of Pinterest Trends
Pinterest is constantly evolving, with new features, trends and user behaviors emerging all the time. To stay ahead of the curve and keep your content fresh and relevant, it‘s important to stay up-to-date with the latest Pinterest trends and insights.

One great resource is Pinterest Predicts, the platform‘s annual report showcasing the top trends expected to rise in the coming year based on user search and engagement data. The report covers a wide range of categories, from fashion and beauty to home decor and travel.

By understanding which keywords, topics and aesthetics are gaining popularity, you can adjust your content calendar and creative approach to tap into these trends. For example, the 2023 report predicts a rise in searches for wildflower fields, Hipstoric homes (modern meets vintage decor) and weirdcore fashion.

Of course, not every trend will be relevant to your brand or audience. The key is to identify opportunities that align with your unique values, products and style. You can also use Pinterest‘s Trends tool to see real-time search data and compare keyword volumes over time.

Beyond annual trend reports, keep an eye on the Pinterest Newsroom and Business site for the latest product updates, success stories and seasonal insights. And don‘t be afraid to experiment with new pin formats, features and promotion tactics to see what works best for your business.

Integrate Pinterest with Your Cross-Channel Marketing
Finally, to get the most out of Pinterest, it‘s important to integrate the platform into your overall digital marketing strategy. Rather than treating it as a standalone channel, look for ways to leverage Pinterest alongside your website, email, and other social media efforts.

Add Pin It buttons to your website and blog content to make it easy for visitors to save and share your images and products on Pinterest. You can also use Pinterest‘s widget builder to embed pins or boards directly on your site to drive engagement and traffic.

Make sure to claim your website on Pinterest and add the Pinterest tag to your site to enable advanced conversion tracking and retargeting. This allows you to measure actions like page visits and sales from Pinterest, create audiences based on site visitors, and show personalized promoted pins to people who have engaged with your brand.

You can also use Pinterest‘s API to automatically generate and publish pins from your website content or product catalog. This can save time and ensure your Pinterest presence stays up-to-date and consistent with your other channels.

When it comes to email marketing, try highlighting top-performing pins or boards in your newsletters to drive subscribers to engage with your Pinterest content. Or run a Pinterest contest or promotion that encourages email signups as part of the entry process.

And don‘t forget about cross-promotion on other social media platforms. Share your latest pins and boards on Facebook, Instagram and Twitter to expand your reach and drive more traffic to your Pinterest profile. You can even use Pinterest‘s "Send" button to share pins directly with friends via text or chat apps.

By integrating Pinterest into your broader marketing mix, you can create a more seamless and impactful experience for your audience, no matter where they encounter your brand.

Pinterest offers a powerful platform for businesses of all sizes to reach and engage a highly motivated audience. By setting up a strong foundation, creating compelling content, and staying on top of trends and best practices, you can drive meaningful results for your brand.

Remember to focus on providing value to your audience, whether that‘s through inspiring visuals, helpful tips or shoppable products. And don‘t be afraid to experiment and iterate based on your analytics and insights.

With the right strategy and execution, Pinterest can become a key driver of traffic, sales and growth for your business in 2023 and beyond.