Pinterest for business is a little bit different from pinning for personal use and your business account needs to be set up in a different way. Converting a personal account into business account is not difficult but you’ll need to take a few actions to ensure it’s properly set up.
SHOULD I CONVERT MY ACCOUNT OR START FRESH?
Answer these questions.
Are my personal boards related to my business?
How many boards and pins could be reused as a business account?
If the majority of your boards and pins are completely unrelated to your business, it’s a good idea to start a new account. With a scheduling tool like Tailwind, it’s easy to build up new content fairly quickly.
CONVERT TO A BUSINESS ACCOUNT
To convert a personal account into a business account, click on the three dots in the top right corner and then on “Edit settings”.
In the next window navigate to Account Settings, scroll to the bottom and click Convert account.
Congrats, you now have a business account!
CLAIM YOUR WEBSITE
One of the most important steps of starting a business account (no matter whether you convert or start anew) is to verify your website.
By tying your website to your business’s Pinterest account you’re signaling Pinterest that you are a legitimate business and any pins coming from your domain will be automatically associated with your profile. Another great benefit you’ll get by verifying your website is access to is website analytics.
As of now, you can only claim one website and it has to be either your main website domain (www.examplepage.com) or a subdomain (subdomain.examplepage.com) but not subpages like www.examplepage.com/blog.
You can claim your website either by adding a meta tag to your website header or uploading an HTML file to your website’s root folder (on WordPress it’s usually called public_html and can be accessed via cPanel).
Recommended reading: How to Claim Your Website and Social Profiles on Pinterest
EDIT YOUR PROFILE
Now that your account is a business account, it’s time to make changes to your profile and modify it to reflect your business.
Add a new profile picture. The general guideline is to avoid using your logo as your profile photo unless you have a big brand. Make sure to use a good quality photo of yourself, preferably the same photo you use on every other social platform.
Add keywords to your business name. Keywords are all the rage on Pinterest so make sure to use keywords to describe what it is that you do. Keep in mind that Pinterest has set a 30 character limit. However, you can bypass that by changing your business name on the mobile app. Here are some examples:
Write your tagline. About text can be only 160 characters long so make good use of it. My recommendation? Describe in one sentence what it is that you do and add a call-to-action in the end.
To add your location or not? When your business location is wherever you currently are (in other words, your business is an online business), it is not crucial to add your location. It’s up to you!
CREATE A BRAND BOARD
Next, create a dedicated board for your blog/ website content and name it after your business. This is going to be the board you’re going to pin all of your content to. Add keywords to the board name and/or description. If you have enough content, make sure to pin at least 10-15 posts so that your board doesn’t look sparse and then make it a habit to pin new content every time you publish.
CONDUCT A BOARD MAKEOVER
It’s time to tackle the boards you have from your personal account days. Here’s how I do it when someone hires me for a Pinterest makeover.
Before you start working on boards, make sure you have a clear idea of what message you want your Pinterest profile to communicate.
Set one or two overarching topics. This should be your main area of expertise. Mine are Pinterest marketing and business tips. I do Pinterest marketing and my target audience is women entrepreneurs with service-based businesses, therefore I create content catered to them.
Then break down your big topic into pieces and create niche categories. Think about what you’re writing about, what problems your clients and target audience have and what they’re searching for on Pinterest. These will be your Pinterest boards.
Now that you have a plan in place, let’s evaluate each board and divide them into three categories:
- non-niche boards that are not relevant to your business
- niche boards that can be kept
- boards that should be merged
Sometimes my clients are worried they can no longer use their account for personal pinning after I’m done with their account makeover. This is simply not true. Sure, you don’t want to keep pinning lunch ideas publicly when you have a graphic design business. That’s why Pinterest has secret boards. You make boards that don’t align with your new business profile secret and keep using them but your followers will not see those pins on their Smart Feed.
As of February 2018, Pinterest also lets you archive boards you’re no longer using but don’t want to delete. Pinterest does not take archived boards into account, it’s like they don’t even exist. Archived boards can always be unarchived.
Whatever you do, beware of deleting boards because you will lose followers.
Before you secret or archive a board, make sure to go to Analytics (Analytics – Profile – Clicks – Boards with the most clicked Pins) and check whether the board is listed or not. If it is viral and bringing in traffic, I’d just leave it alone. If it isn’t, feel free to secret or archive.
These are boards that fit your business niche and topics that are relevant to your business and target audience. Again, add a proper keyworded title and write a keyword-rich description. It’s a good idea to categorize your boards – just pick the category closest to what you do.
Some boards might have similar content and it makes more sense to move pins to one board. Follow the same protocol and add a proper title, description and category.
WHAT ABOUT GROUP BOARDS?
If you have any group boards, evaluate them too. Are they relevant to your business and audience? Even more so, are they even effective? If a group board is not active, there’s no point. Remove yourself from group boards that no longer serve your interests as a Pinterest business user.
Once your boards have been evaluated, it’s time to reorder them. Boards can be sorted by alphabet, date last pinned to or custom order.
The general rule is to have your most important boards at the top. Your brand board should always be first and your most important boards right after it. Always prioritize your own boards before group boards – group boards should be at the bottom.
You may also take advantage of the Showcase feature under the Overview tab. If showcase is turned on, the top of your profile will include a rotating showcase that lets you highlight up to 5 of your boards. It’s a great way to show off relevant boards such as your brand board and seasonal content.
To edit or turn on your featured boards, click the pencil button in the bottom right corner of the showcase.
OPTIONAL STEP: BOARD COVERS
Board covers can make your profile look more cohesive but they’re not absolutely necessary. Designing and setup can take a while and I’m sure there are a lot more important things on your to-do list. That’s also why I don’t include board covers in my management packages by default – they’re not crucial.
However, I will say that since Pinterest is very visual, using board covers makes your brand more cohesive, adds a special touch and helps you stand out.
SET UP RICH PINS
Activating Rich Pins is always a good idea when using Pinterest for business. What are Rich Pins? According to Pinterest, Rich Pins show metadata right on the Pin itself, giving Pinners a richer experience and increasing engagement. Rich Pins have a bold title and stand out in the feed.
Pinterest has four types of Rich Pins: article, product, recipe, and app install.
To install rich pins, you’ll need to add metadata to your website and validate rich pins. If you have Yoast installed, half the job is already done for you.
- Navigate to SEO – Social – Facebook and click Enabled under Add Open Graph metadata.
- Validate Rich Pins by typing your domain into Rich Pin Validator.
RECOMMENDED STEP: SET UP SCHEDULING TOOL
Lastly, I strongly recommend using a pin scheduler. There is no point in using Pinterest for business if you don’t pin actively and consistently. The recommended number of pins per day is around 10-30 and pins should go out when your audience is most active. Using a scheduler such as Tailwind ensures your account is constantly active without you sitting on Pinterest all day long.
Get $15 off your first month or yearly Tailwind subscription.
BEFORE YOU GO, PIN THIS