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I’m a firm believer that Pinterest is a non-negotiable must-have for all business owners and entrepreneurs as part of their overall marketing strategy and lead generation. There is so much more to Pinterest than home decor, planning a wedding, or finding a quick & healthy recipe for dinner tonight. Pinterest has an enormous audience of highly engaged users that are looking for an answer or solution.
That’s where your business comes in.
Before you begin executing your Pinterest marketing strategy, it is essential your account is set up for optimum success and that starts with a Pinterest Business Account.
With Pinterest, you have the option between a personal account or a business account. If you’re a business owner, entrepreneur, blogger, or creative, a business account is a must. A Pinterest business account automatically conveys a sense of professionalism as compared to a personal account. Though you may have hundreds of super inspiring quotes pinned on your personal account, those aren’t going to help drive traffic to your website or convert leads.
I’d also like to point out that in the Pinterest Terms of Service, they note that if you’re going to use your Pinterest account for commercial purposes (ie: for your business, to make money, etc) you must have a business account. In basic terms, if you’re using Pinterest for work, you need a business account.
There are ample benefits to creating and using a Pinterest business account. Let’s dive into four (4) of our favorites that we’re certain will be top of your list, too!
That’s right, a Pinterest business account is free – there are no additional fees! As a business owner, that’s a huge perk to your bottom line. It’s incredible to see a platform that has incredibly valuable resources and tools available to business owners at no additional cost. This shows you just how much they want business owners and creatives to succeed on their platform!
I’d like to note that while a business account is free, there is a cost associated with running ads. I’ll dive into that in just a bit.
When you log into your Pinterest business account, you are brought directly to your business hub. The business hub provides you a quick snapshot and overview of how your account overall and pins are performing. If you’re like me and are big on analytics, this is a great way to get a quick daily check-in without having to do a deep dive into your Google Analytics.
The business hub first gives a snapshot of your account’s performance over the last 30 days highlight impressions, saves, and link clicks. You then get to see your recent top pins over the last 30 days, along with the most recent pins you’ve pinned. You then have an option to see all of your pins or dive deeper into your analytics.
The business hub also gives you a snapshot of your recent Pinterest ads. It highlights your total Pinterest ad spend over the last 30 days, plus impressions, saves, and link clicks. Similar to the overall account snapshot, you’ll get to see your recent ads at a glance or dive into them in more detail with the ads manager.
There are a few other features to the business hub that we feel are great perks. You can explore different resources that help you meet all of your business goals like creating the best pins or using audience targeting tools. They offer quick links to their Pinterest Business Site where you can find tips and best practices, the Pinterest Business Community where you can connect with fellow business owners overall and in your niche, and lastly easy access to their Pinterest Help Center.
Along with the Business Hub, your Pinterest Business Account comes with built-in analytics. These analytics are a deep dive into the performance of your account as a whole and each individual pin. This allows you to truly see what pins are driving the most traffic to your website, what pin design is performing best, a look at your audience, and so much more.
The main analytics page provides you with information including:
In the analytics dashboard, you can see the performance of each of your pins, broken down by the specific pin, the type of pin (organic vs paid), the source, the format, and total impressions. They are organized initially from highest engagement to lowest, but you can filter as needed.
You are also able to view your top boards and filter based on impressions, engagements, saves, closeups, or link clicks. I think this is equally as valuable as knowing what pins are performing best to ensure you are pinning your pins to the proper board first.
There is also a section in the analytics where you can dive into your Pinterest audience. It shows you stats on the most popular categories and interests of your audience (ie: home decor, design, quotes, food, etc). You can then click on each overall category, say food for example, and see a breakdown of the related niche categories (ie: desserts, healthy recipes, etc) and their popularity among your audience. You’ll also see a breakdown of the age, location, gender, and device used by your audience.
Simply put, Rich Pins contain additional information directly from your website that helps your pin stand out and rank higher on Pinterest. Pinterest describes Rich Pins as:
“Rich Pins are a type of organic Pin that automatically sync information from your website to your Pins. You can identify Rich Pins by the extra information above and below the image on closeup and the bold title in your feed. If something changes on the original website, the Rich pin updates to reflect that change.”
Pretty neat, huh?
Once you have Rich Pins enabled, Pinterest does the rest of the work for you when something is pinned from your website. From your keyword-packed meta description (aka blog excerpt) to recipe ingredients, Pinterest automatically pulls this information for you and anyone that Pins from your website. We call that a win-win!
Related Post — Rich Pins: What Are They + How To Enable Them on Squarespace
One of the biggest benefits of a Pinterest Business Account is the ability to create and execute ads through Pinterest Ads. This is a robust platform that allows you to really target your ads to reach your ideal audience and get the biggest bang for your buck.
I think Pinterest does a really great job at explaining the process so I’ll give you the cliff notes, but you can find the full details here about advertising on Pinterest.
Setting up your Pinterest Business Account is as easy as 1-2-3! There are actually two (2) ways to do this, and neither option is better than the other – it comes down to personal preference. Here at The SM Collective, I went with option 2 and created a separate business account that is not linked to a personal account. Again, it comes down to personal preference.
For option 1, you can add a business account to your existing personal Pinterest profile. With this option, you’ll only need to remain logged into your personal account.
For option 2, you’ll be creating a new business account from scratch that is not linked to your personal account. It is a completely separate account with separate login information.
Phew! That is a lot of information but part of the mission here at The SM Collective is to help fellow business owners, entrepreneurs, and creatives in any and all ways. I understand the importance and value of having Pinterest as part of your overall marketing strategy and want to ensure that you are set up for optimum success.
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