With more than 100 million Pinners worldwide, Pinterest presents a great opportunity to raise awareness of your business and products to existing and potential customers. In this guide, we explain how business can take advantage of this social media network and use it as a "virtual storefront".

1. Pinterest for business
A beginner’s guide

2. A visual version of a social bookmarking site
A social network that focuses on visually sharing or discovering
new content
A creative way to collect images / photos / videos according to
interests that are easily accessible and shareable
It’s more about saving and sharing content than interacting
with other users
Businesses can use it as a “virtual storefront”
What is Pinterest?

3. There are more than 100 million Pinners
67% of users are under the age of 40
54% of users are women aged 34-55
Male monthly users grew 120% in 2015
83% of users would prefer to follow a brand or store
Two thirds of content saved is from business
It drive 5% of all referral traffic to websites
Source: https://business.pinterest.com/en/blog/10-reasons-why-your-business-needs-be-pinterest
Key statistics

4. Pins
An image you directly upload or add to a board that links to an external web
page, i.e. your website
Pinterest board
A place where content is categorised by interest – these can be public (for
showcasing products) or hidden (secret boards for sharing special offers) – Group
boards are also available
Re-pinning
Where a user shares someone else’s pin with their followers
Pin it button
When added to your website this enables users to easily share your web content
to a Pinterest board
Rich pins
Includes extra information, e.g. a map to your store (needs Pinterest approval)
Pinterest glossary

5. Set up a new business account
https://uk.pinterest.com/business/getstarted/
Set up your profile – keep the focus visual!
 Use a logo or image to represent your business
 Choose a username relevant to your brand
 Write your company bio, using appropriate keyword to fit your SEO plan
 Summarise what your followers can expect from your pinning
 Add your location
 Include a link to your website and verify it in your profile
 Connect other social networks where you have a presence (Facebook,Twitter,
LinkedIn and so on)
Getting started

6. Set up your Pinterest boards
 Carry out initial research so your board names are relevant to your potential followers
and are easily searchable – look at your product categories, keywords and search terms
used on your website to help with this
 Write engaging descriptions of the content within your boards
 Add new pins regularly to your boards
Start pinning…
 5 pins per board is a good starting point
Join in with the Pinterest community
 share other users’ content, “like” pins, repin, follow other pinners
Monitor your account analytics
Getting started

7. Share relevant quality content
Pin engaging images
Check your links work and go to the intended section of your website
Use analytics to really get to know who your audience is and what
they’re interested in
Make sure you make time to monitor your boards and pin regularly
Promote your account with other social networks on all your
marketing touchpoints
Pinterest tips

8. Enables you to buy things without leaving the
Pinterest app
Pinterest doesn’t take a cut
You still handle shipping and customer service
service
Geo-targeting available
Currently available in the US only
 Register for updates and get on to the Pinterest waitlist:
https://business.pinterest.com/en/get-list-buyable-pins
Buyable pins

9. Why advertise?
 To create traffic and generate engagement with your audience
What to promote?
 High or low performing pins – start with pins that are getting the most traction organically
How much does it cost?
 After you have chosen your budget, you set your maximum bid (per click or engagement) according to
worth – you’re given a guide which is a range based on other bids with similar targeting to yours
Where to send users?
 The URL you want to drive traffic to (use UTM parameters or tracking URLs for monitoring conversion
 Or set up a conversion tracking tag (see Tools) on your website to see how promoted pins are performing
Who to target?
 Select from interests and keywords (use Pinterest Guided Search or Google Keyword Planner for
 Choose a location (currently US and Canada only)
 Segment by device (web, mobile web, iPhone, iPad, android mobile, android tablet) and gender, where
Advertising on Pinterest

10. What happens next?
 Your campaign will need approval which can take up to 24 hours
 Common reasons for unapproved Pins include irrelevant targeting, excessive hashtagging,
symbology, calls to action in the Pin image
 Monitor the performance of your campaign – use the summary dashboard on your
activity and spend
How can I improve performance?
 Review your bidding strategy – you may need to increase bids to stay competitive
 Expand your targeting options
 Consider updating the creative you’re using – maybe every 3-5 days or run several short
with different creative
Advertising on Pinterest

11. Your Pinterest profile has 4 sections:
 Impressions: your top 50 pin impressions
 Repins: your top 50 repinned pins
 Clicks: your most clicked pins and boards with the most clicked pins
 All time: your 50 most repinned pins, pins with highest search rank and power pins (a mix
of clicks, repins and more)
Use these analytics to inform new content based on ‘Your Audience’, ‘Activity
From’ and the ‘Pin It button’
Monitor your account
Make maximum use of the analytics
dashboard to monitor statistics on your
profile, audience and activity from your
website

12. Still need help?
Tel: 01793 715440
Email: contact@equimedia.co.uk
Website: www.equimedia.co.uk
As an award-winning
independent digital media and
marketing agency, we work with a
variety businesses on their
digital marketing activities.
Get in touch to see how we could
help you: