How’s Pinterest working for promoting your online blog or business? Are you having a lot of success with it? Even if you aren’t sure how much you’re going to like Pinterest for marketing purposes, I strongly suggest setting up a Pinterest business account. It has a lot of advantages that you’re missing out on if you don’t bother with it.
A Pinterest business account in many ways is not that different from a personal Pinterest account. Your pins look the same to others. Pinning works exactly the same. It’s free. It’s the little extras that business accounts get that make it worthwhile to either switch your account over to a Pinterest business account or start an entirely separate Pinterest account for your business.
What’s The Difference?
It can be difficult to understand why you should make the switch to a Pinterest business account when you can’t see an immediate difference. It won’t give your pins preferential treatment or anything like that. So why bother?
The difference comes in what only you can see in your account. The tools you can use with a business account can help you use Pinterest in a much more effective way.
Take the profile or board widget, for example. You can use it to share your recent pins on your website. This could be useful in drawing more attention to your pinboards, hopefully to encourage more shares of your material on Pinterest and eventually drive more traffic to your site. After all, building your traffic is what it’s about if you’re a business.
The big deal, however, comes from the analytics you get with a business account. There are aspects that make relatively little difference, but some of the features of Pinterest analytics are essential to understanding how well your pins are performing on Pinterest. We’ll cover that shortly.
How To Convert To A Pinterest Business Account
It’s fairly easy to convert a new or personal Pinterest account to a business account. It only takes a few moments, in fact.
If you’re starting a brand new Pinterest account to use for business, go to Pinterest for Business and click Join as a Business. Follow the instructions there to set up your new account. It won’t take long. Pinterest needs a few details about your business and the person managing the profile.
You will also want to provide a link to your website and verify your ownership of it. Pinterest provides simple steps to do this.
If you plan on using your current Pinterest account, you can use this link to convert your account to a business account. Once again, it’s quite simple to do, and you will want to verify your website, just as you would if you had made an entirely new account.
If you have the Yoast SEO plugin, the simplest way to verify your site with Pinterest is to go to the Pinterest tab of the Social menu of that plugin, and add the meta tag provided by Pinterest right there. This way you don’t have to mess with your blog’s HTML, which makes some people nervous. Pinterest provides instructions to verify your site other ways, but this is the easiest if you have Yoast SEO installed on your WordPress blog.
Should You Use Your Pinterest Business Account For Personal Pins?
If you’ve been using your personal Pinterest account for your business pins as well as your personal pins, you may want to consider whether you should continue to do the same when you move to a Pinterest business account.
Keeping your business account strictly business has the advantage of focus. Followers of your business account will know exactly what kinds of pins to expect you to share. This can be an advantage, as it also helps Pinterest to know what kinds of pins you’re sharing.
On the other hand, it can be easier to keep your Pinterest account super active if you do all of your personal and business pinning on one account. So long as you keep your boards well organized and optimized, this may not be the worst thing… so long as your personal pins don’t make your brand look bad.
Some of your personal pins may be interesting to your business followers, of course. This depends on your niche. If you blog about parenting and family life, for example, no one is likely to mind seeing your recipe pins as well.
If you’re truly concerned, but don’t want to have multiple Pinterest accounts to keep track of, you can pin your personal pins only into secret boards. This way you can still see the things you like while logged into your Pinterest business account, but your followers won’t see anything you don’t want them to see.
Enable Rich Pins
If you want Pinterest to show as much information as possible about pins from your site, you must activate Rich Pins. Once again, if you have Yoast SEO, this is simple.
Go to the Facebook tab of the Social menu of your Yoast SEO plugin. Make sure that ‘Add Open Graph meta data’ is enabled. Save the changes.
Now go to this page on Pinterest to validate your site for Rich Pins. Give it a link to a single blog post. Click Validate, and see if it worked. That’s all it should take. If it doesn’t, you’ll have to follow the documentation and try to figure out what went wrong. Most blogs shouldn’t have any problems at all.
Making The Most Of Analytics
Pinterest analytics are the big reason most bloggers love their business accounts. It’s a huge help to know how your pins are performing. Just make sure you’re looking at the right statistics.
I consider the Monthly Viewers statistic that Pinterest puts right up there something of a ‘meh’ statistic. It helps you see if your pins are being viewed more, but views are nothing.
Most especially, views aren’t action. You want action.
The one good thing about seeing your monthly views go up is that most likely your other statistics are doing better as well. It’s not a lot of information, but it’s a little and can help alert you to changes that you need to look at.
Monthly Engaged is the other statistic Pinterest puts right up in front of you. It has a little more meaning than Monthly Viewers, but not a lot. It simply means that someone interacted in some way with your pin. You don’t know which way with this statistic, but it’s still good to see this number get bigger.
To learn more, you need to click on the Analytics dropdown menu you see on you business profile, and take a look at the different sections.
The Overview section of your analytics gives you a quick look at what’s going on with your account. When I look at mine, for example, I see a drop at the moment. This is likely related to the Fourth of July holiday that we just passed as of this writing.
Events like that will cause significant drops in your traffic that have little to do with the quality of your marketing. They’re something to be aware of, but so long as your traffic recovers in an appropriate time, nothing to worry about.
There may also be seasonal drops. Many people find that they get less traffic from Pinterest in summer as a general rule.
A drop in traffic may be cause for concern if you don’t know why it happened. Take some time and find out what has changed so you can figure out how to fix it. Maybe you’ve been doing a little less pinning, or maybe your site is getting less traffic overall, leading to fewer pins. It’s good to know that you have to look, so you can figure out the problem.
The Profile section of your Pinterest analytics allows you to examine how your pins are performing. You can see how your top pins and boards are performing.
It’s a huge help being able to see which pins are getting clicks or being saved by other pinners. These are the actions you want to see. Lots of impressions are nice but only mean so much if you don’t get clicks and saves to go with them.
You can also check out your all time best performing pins.
These stats will not be limited to pins from your site. This can be frustrating when that’s what you’re most interested in, but also helpful. You might get ideas for topics you need to cover. Clearly your followers like that content – now make it your own and make it better! No copying, and give credit where credit is due.
People You Reach
The People you reach section gives you a little information about the number of people. It’s in the process of being replaced by the Audience Insights report, which is far more useful.
The Website section allows you to see activity from your website on Pinterest. For example, you can see how often people have used the Pin It button on your website (you do have that, don’t you??).
This can be very similar to the information you get in the Profile section, but you will see data only for pins for your site. If there are a lot of other pins showing up in your Profile’s data, this will clear things up for you.
As of this writing, Audience Insights is not in full release but looks great.
You can see the categories and interests of your audience and their affinity for various interests. I can see a lot of potential for this in terms of deciding what to blog about, and from there what to pin.
You’ll also learn about the demographics of your audience, where they’re from, and the kinds of devices they use to visit Pinterest. This is a lot more information than was available previously, and you should make the most of it. You can even learn about what the Pinterest audience as a whole is interested in.
Make The Most Of Pinterest Scheduling Tools
If you’re serious about using Pinterest for business, you should at least consider using Pinterest scheduling tools. There are people who prefer manual pinning methods as well, but I prefer scheduling, and I can tell you why.
Simply put, scheduling means even when life throws a great big obstacle in your way, your pins keep getting posted.
I’ve been dealing with a horrifyingly huge problem in my life. My father died.
That’s awful for just about anyone, but this case was complicated. I won’t go into too many details, as we’re hoping for legal action on the scam he fell for that completely messed up his finances, but suffice to say the whole thing has been a mess, and I’ve learned things about my father I wouldn’t want to know about anyone. And the finances weren’t even the worst mess we had to deal with.
I’ve lost many days of work time dealing with this situation, as have my sisters. But because I’m using Hootsuite to schedule my pins, they’re still being posted. All I had to do was keep up with reciprocating on the group boards.
Hootsuite has a fairly adequate Pinterest scheduling tool. I think it could be better. But it’s there and I use Hootsuite anyhow, so that’s what I have right now.
What I like about scheduling with Hootsuite, however, is that it’s easy to vary both the images and what you say for each pin. Pinterest is developing a preference for a greater variety of images per blog post and unique descriptions for pins, rather than recycling the same thing over and over. The way the Hootsuite scheduler works, it’s not that hard to switch things up regularly.
My next plan is to start using Tailwind as well. Most pinners who schedule love Tailwind, so far as I can tell. I’ve been too busy to give it a proper chance, but once things get better, I’ll test it as well. I understand its scheduling tool is far more powerful, which sounds great.
When you’re serious about using Pinterest to market your blog, you need the consistency that a scheduling tool can offer. Handling the entire thing manually takes a lot of time out of your day that could be better used elsewhere.
If you want to learn to make the most of Pinterest, don’t forget to consider taking a Pinterest course. Learning how to make the most of Pinterest is much easier if you get advice from someone who has gotten great, consistent results.