I live a rich fantasy life on Pinterest. It’s where all my favorite outfits, jewelry, and shoes hang out together in immaculately decorated rooms. I can get lost in it during that magical time between my kid’s bedtime and my bedtime. But other than a quick escape, I don’t expect much from Pinterest. However, if you run a small business, you can expect a lot from this “visual discovery tool.” Pinterest is working hard to show the business community that it can be more to them than just an online bulletin board. Its growing selection of new features for business users is turning Pinterest into a valuable marketing tool.
Pinterest for Business—What’s the Difference?
In its early stages, Pinterest was a free-for-all for individual users; if you wanted to use it to promote your business, you could, but there were limitations. Now, Pinterest is encouraging businesses to create Pinterest for Business accounts. What’s the difference between that and a personal Pinterest account?
Pinterest for Business requires users to agree to a business-specific Terms of Service agreement.
You are encouraged to “verify” your website in order to show Pinterest users that yours is an official account. Verifying also allows you to access some of the site’s marketing tools.
Business users have access to new marketing tips and education from Pinterest, including a business blog with lots of tips.
Analytics—it’s not just for Google anymore! Pinterest rolled out a web analytics tool in 2013 so that its business users can track the performance of their pins and links. The analytics tool’s site metrics show:
The number of pins and repins your account is generating.
How many impressions and clicks your account is getting.
In the graph, the blue line represents actions, while the orange line represents how many people performed those actions.
You can set date ranges (7, 14, or 30 days) for the data you want to see, and can also download the data into a CSV file.
The analytics tool also lets you see which pins people clicked to get to your site.
Pinterest requires you to verify your website in order to access its analytics features.
New Tool: Guided Search
Just days ago, Pinterest introduced a new feature called Guided Search. While this promotional video makes it look like an enchanted gizmo that brings adorable people together, it really just offers up different filters to help users narrow their search parameters. So if a user searches for “tile,” some filters will appear to help them get to what they want: mosaic, bathroom, backsplash, and others like that. Business users can make the most of the Guided Search tool by following Pinterest’s advice: make pin descriptions detailed and engaging.
Pinterest Loves You, Business!
Pinterest seems committed to helping businesses use it to its fullest potential. We’ve found it to be a useful tool for our clients to have in their social media arsenals. Check out Blue Corona’s tips for maximizing your Pinterest presence. And give us a call if you need help setting up that business account.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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