A Guide to Pinterest’s Business Account
[Originally published on the Dash Hudson blog.]
Whether your brand has leveraged Pinterest for years, or you’re the new kid on the block, the time is now to make the most out of your Pinterest strategy.
If you’re just dipping your toes into the Pinternet, the path to success for brands may look to be relatively simple at first glance — you just need a lot of content. While there’s no denying that pumping content into your profile is the first step to getting your brand up and running on Pinterest, there are other best practices to follow and tools to leverage to maximize ROI.
Crafting a winning Pinterest strategy requires more than just engaging visuals. Brands need to understand the mindset of their target audience and which visuals will convert pinners into customers. Whether you’re an apparel, home decor, or automotive brand, you need to curate your pins to meet your customer at each point of their buying journey. Unlike other social channels, users come to Pinterest with purchase intent — they know what they want and when they want it. Brands need to understand their target customer and what type of content resonates with them the most. This means that it’s crucial to measure pin performance over time and track ROI from your pins to inform your Pinterest strategy in the long-run.
For a wedding dress retailer, this means that you need to craft specific boards to catch the eye of future brides at each stage of their dress search. One set of boards to capture pinners before they even have a ring on it, a board to help newly engaged brides choose between a mermaid or ballroom style gown, and pins that give brides every angle of their favorite dress before they make the purchase.
If you’re thinking, “where do I even begin?” First things first, leverage all that Pinterest’s Business Account has to offer.
1. Pinterest Analytics
The sidekick you need to drive real results on Pinterest. Your Pinterest Business Account includes a built-in analytics dashboard that offers a high level overview of your account performance, which organic, paid, and earned pins are driving traffic to your website, and audience insights. Leveraging Pinterest Analytics is the perfect starting point for brands entering the Pinternet. Brands can test different types of imagery and measure results to refine their approach to the channel, and better understand who their audience is.
To go above and beyond what you can access via your Pinterest account, Dash Hudson’s Pinterest Analytics tool dives even deeper into your account insights and allows brands to get granular with pin performance. With our content segmentation tool, brands can break out their content into unique pillars to identify trends within their content, measure campaigns, and track success with benchmarks for each style of visual. It’s the perfect solution to inform your brand’s content strategy on Pinterest and ensure you’re maximizing conversions and website traffic. It’s a one-stop solution to manage, measure, and enhance your brand’s presence on Pinterest.
2. Rich Pins
Rich Pins are essentially a way to label your pins to provide more context to pinners with custom CTA buttons suited to four specific types of pins: products, articles, apps, and recipes. Rich Pins include extra information directly on your pin and offer a range of options for brands across different industries.
For product pins, brands in the retail, ecommerce, or fashion industry can include a ‘Visit’ button to send users directly to the product page. Publishers can use Article Pins to feature a headline, snippet of body text, author, and CTA to ‘Read it.’ App pins are the perfect solution for developers and tech brands to convert users to their app without even needing to leave the Pinterest platform by adding an ‘Install’ CTA. Lastly, Recipe Pins take home chefs directly to their next creation with a ‘Make it’ button.
It’s a no brainer for brands to leverage these options to further engage and convert your audience on Pinterest.
3. Promoted Pins
With Promoted Pins, you can target specific audiences and ensure you’re putting your pins in front of the right eyes. Much like other paid social advertising platforms, Pinterest Ads Manager allows you to target pinners based on several such as gender, age, location, and income. Brands are then able to target audiences based on keyword searches and ensure their pins are getting in front of their target audience. Pinterest Analytics measures the results of your ads and informs brands on which promoted pins are performing the best with their target audience.
4. Buyable Pins
One-click to convert, need we say more? Pinterest’s Buyable Pins allows brands to add a ‘Buy it’ button to pins. This feature is especially great for ecommerce brands. It allows brands to leverage Pinterest as a second storefront, and drive conversions directly from their pins.
We’ve said it before, and we’ll say it again, Pinterest is a no brainer. Pinterest’s Business Account is the perfect starter kit for brands who are just beginning to pin. It provides the tools you need to inform your content strategy and understand what type of content your target audience wants most from your brand. Once you quickly realize the impact of Pinterest for your brand, it’s time to level up your strategy with Dash Hudson’s Pinterest Analytics.
Header image: @designmilkeveryday
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