Table of contents
Despite Pinterest having climbed the ranks of the most utilized Social Networks for some time now, it remains one of the most underestimated platforms by many businesses (especially Italian ones).
We’ve already discussed how Pinterest can help us discover new potential trends and how we can use some basic features for our communication. However, there’s much more – especially for businesses that decide to open a Business account.
Why Open a Business Account?
- A Business account offers the ability to configure Rich Pins and increase website traffic.
- It grants access to Pinterest Analytics and Pinterest Ads, dashboards for tracking various activities and promoting content.
“But how can I open a Business account?”
“What are Rich Pins?”
“Can SEO be done through Pinterest?”
Let’s find out the answers to all these questions!
How to Open a Pinterest Business Account
Opening a Business account on Pinterest is quite simple. Just access the dedicated page for creating a Business account and fill out the form.
If you already have a personal account, you can convert it into a professional profile by following these simple instructions provided by Pinterest.
Before making this transition, it’s a good idea to evaluate and see if the content already present in the account aligns with the business activity. If not, it might be better to open a Business profile from scratch.
During this phase, it’s helpful to think of an SEO-friendly nickname: the username will be included in the profile’s sharing URL, so it’s worth considering what the audience might search for.
Connecting the Pinterest Business Account to Your Website
It’s essential to link your website to your Pinterest Business account, and you can do this through a few simple steps. It might require getting your hands a little dirty, but you can always seek assistance from the Pinterest team.
The first step is to verify your website, either by adding a few lines of HTML code or using plugins that make these steps more agile, like Yoast SEO, for example.
It’s also advisable to include the Pinterest tag on your website: like Facebook’s pixel, it’s a JavaScript code that reliably evaluates your profile’s performance, sets up conversion events on the site, and segments the audience.
Exploring Pinterest’s Rich Pins
As mentioned earlier, after opening a Business channel and validating your website, you can take advantage of Rich Pins. But what are they?
They’re a free Pinterest feature that allows you to add more details and information to the pins themselves: as the name suggests, this pro version of pins displays extra content that provides a richer and more satisfying experience for the user.
There are 4 types of Rich Pins: app, article, product, and recipe.
- Article Rich Pin: displays the title and meta description, publication date, and sometimes the author’s name. In the feed, you’ll only see the title – you just need to open the pin to view the details.
- Product Rich Pin: the extra information includes the product’s cost, availability, and where it can be purchased. It’s the perfect feature for e-commerce businesses.
- Recipe Rich Pin: all the details of a recipe (ingredients, cooking times, ratings) are visible directly in the pin once opened.
- App Rich Pin: allows you to display the “Install” button on the pin. Currently, this feature is only available for apps developed in the United States.
What Are the Benefits of Rich Pins?
Detailed pins enhance the user’s browsing experience, providing them with additional information that helps them understand whether that content is relevant and pertinent to their search.
This results in increased pin sharing and often leads to more traffic to the site (and, depending on the business, increased sales).
Moreover, the descriptions of Rich Pins are linked to the site: by modifying the information related to a content on the site (a product or an article), all connected Rich Pins related to that content are updated accordingly. This ensures that all pins on the Pinterest Business account always show the most updated data.
An example? If I change the price of a product on my e-commerce site, all the Pins I’ve already created for that product will automatically update with the new price!
Furthermore, every Pin saved from my site by any user will carry the SEO descriptions I’ve set for that content. This way, the content associated with my website on Pinterest will always be optimized with the keywords I’ve chosen for my business.
Pinterest Analytics
Last but not least, Pinterest Analytics is the added value of the Business account.
This tool provides access to the statistics dashboard, where you can find information about your followers, which content has gained the most interactions, which pins have been saved, and statistical results of Pinterest Ads.
As with all digital marketing tools, the ability to analyze data and statistics about your activity is essential for structuring an interesting editorial plan and an increasingly effective communication strategy.
Why Choose Pinterest Business
The versatility of content, algorithms, and inherent features of Pinterest should be enough to earn it a place within an integrated communication strategy. Despite having a numerically smaller audience compared to Facebook and Instagram, pins bring more clicks to links and purchases than any other platform.
Pinterest’s rise is closely linked to the growing importance that visual content is gradually assuming in a user’s buying journey, much preferred over textual content.
Furthermore, even though the platform as a whole is more product and content-oriented and less focused on interaction in the strict sense of other Social Networks (comments, shares, stories, etc.), it allows for great coverage advantages.
Users navigate Pinterest to find ideas, saving them to their boards with the intention of using them in the future rather than sharing them with others. But when an image is saved, it’s simultaneously shared with their followers.
Because of this, the number of people who see your Pins can easily exceed your number of followers. This type of coverage and exposure is incredibly valuable, especially with appropriate content strategies.
Having a Business account allows you to enhance these numerous resources offered by Pinterest. Just consider that 55% of the platform’s usage is for purchasing products: today’s customers prefer to carefully choose and plan their purchases before spending money. Rich Pins address this need by providing relevant information to help them make the final decision.
Table of contents
