How to Create a Pinterest Business Page that Converts!

Does Pinterest tend to evoke images of home decoration, recipes, bucolic weddings and travel to far-away places for you? Well, that’s just the tip of the iceberg. There is so much more to Pinterest than meets the eye. Especially for business. ANY type of business. Are you using Pinterest yet to drive targeted and longterm traffic to your website? To grow your mailing list? Want to get started? Learn how to create a Pinterest business page that converts!

What you need to know about Pinterest

Before we dive in, it is important to understand what distinguishes Pinterest from other social media channels. For a start, Pinterest is NOT a social network. It’s a visual search engine, designed for discovery. People are not there to connect with others. They are actively looking for ideas or solutions over a very wide range of subjects.

You can tap into this by anticipating the ideas and solutions your potential customers are looking for. Attract them by creating and publishing content on Pinterest that serves them the ideas and solutions they crave, either organically or through paid advertising.

This brings us to another major difference and advantage Pinterest marketing has compared to other platforms. Did you know that after running a paid advertising campaign on Pinterest, the pin(s) you promoted during that campaign will stay on Pinterest and continue to drive traffic organically?

In addition, organic pins have an extremely long life-span. Several pins that I produced over a year ago continue to pop up in Pinterest feeds and generate traffic.

How does Pinterest work?

Think of Pinterest as a bookmarking tool that people use to plan their lives. People typically save – or “pin” in Pinterest jargon – images they find on the web or on Pinterest itself to different boards (collections of images around a specific topic). The pictures are clickable and link back to a webpage where further information about the image topic can be found.

The content saved by users is distributed to a wider audience by the Pinterest algorithm in people’s home feed and search results. As a business, your aim is to make your content inspirational and discoverable, so that it gets seen, saved (i.e. shared) and clicked as often as possible. Helpful content, keywords, and high-quality images are essential ingredients for success on Pinterest.

There is no one-size fits all strategy when it comes to Pinterest marketing. It all depends on your business niche, the maturity of your Pinterest account and your overall Pinterest activity. 

Before getting started, some preparatory work is required.

Is Pinterest the right fit for your business?

To decide if Pinterest is right for your business, you need to do a little research.

How to Create a Pinterest Business Page that Converts

Set your marketing objective(s)

To measure your success on Pinterest, you need to be clear on your objectives. Typically, businesses use Pinterest to:

Pre-requisites to set up business on Pinterest

Rather than focusing on the number of followers, you should focus on engagement with your content. It’s far more important to have Once you are clear about your business objectives on Pinterest, it’s time to optimise your Pinterest account and website. To be successful on Pinterest, you need the following minimum prerequisites:

• A professional, mobile-responsive website, because 80% of pinners use Pinterest on mobile
• Regular content publications. For example, you regularly publish your own blog articles, podcasts, videos, photographs. On Pinterest, people are looking for helpful information to solve a problem, to learn something or to find new ideas
• One or more freebies. Can you offer your potential customers something that compels them to leave you their email address (checklist, e-book, video, course)?
• A Pinterest Business Account

The configuration and optimisation of your Pinterest business account and website are beyond the scope of this article. However, if you do not yet have a Pinterest business account, this is one of the first things you need to take care of. It’s easy to do. You will find a detailed explanation in How to Set Up a Pinterest Business Account in 3 Easy Steps.

Install the Pinterest Save button on your website, so that it’s easy for people to pin content directly from your website. You should also create Rich Pins. If you plan to pay for advertising on Pinterest, you should install the Pinterest Tag on your website. This will allow you to start building up audiences for future advertising.

Build the perfect Pinterest page for your business

Pinterest is a visual search engine that any kind of business can use to generate traffic and leads. Your potential clients go to Pinterest to look for inspiration, ideas and advice on all sorts of topics. So, how are you going to get your products or services in front of the right people on Pinterest?

Some of the content of this blog post is an extract from an article I wrote for SocialBakers (now emplifi): How to Build a Successful Pinterest Marketing Strategy: A Marketer’s Guide.

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Mary Lumley – Pinterest Marketing for eCommerce & Travel / How to Create a Pinterest Business Page that Converts!