The Power of Pinterest for Businesses

By: Nicole Raymond

Everyone knows social media is extremely important for organizations to engage with consumers and draw attention to their business. Facebook, Twitter and LinkedIn are some of the top performers when it comes to marketing through social media with millions of users, but many businesses overlook social media such as Pinterest.

Pinterest has seen exponential growth and marketing opportunities since its inception as a beta site in 2010, and it continues to grow and evolve as a strong social network. Let’s take a look at the features Pinterest has available for business and marketing uses.

pinterest business login.JPG

Source: Nicole Raymond

BUSINESS ACCOUNT

Pinterest has a business account to accommodate many types of businesses, large and small, for free. To sign up for a business account through Pinterest, users enter an email address, password, business name and an optional web address. Utilizing a business account instead of a personal account will allow the user to unlock more features that will help with marketing.

ANALYTICS

Overview:

When you sign up to Pinterest with a business account you have the ability to see your post analytics. You can track your Pinterest boards and pins to see how content is measuring up and which topics are the most popular with viewers. The analytics tab also allows you to see how many people your content has reached over average monthly viewers and monthly engagement rates. Pinterest analytics also allows you to connect your website through HTML code to see all of your pin analytics including click-through rates, saves and much more. At the bottom of the Pinterest Analytics page is your top impressions, saves, clicks and the pin type for the last 30 days.

Profile:

Analytics for your Pinterest profile will allow you to see your average daily impressions as well as average daily profile viewers through your own customizable timeframe. This will allow you to see how certain days and time frames work best for potential customers. The profile analytics page will also allow you to see the top impressions, clicks, saves and pin type of posts and boards within the last 30 days.

People You Reach:

This feature on Pinterest Analytics allows you to see your audiences and analyze the people that see and act on your pins through average monthly rates. The site further breaks down your audiences for you by country, metro, language and gender and even include this helpful hint for better analyzing data to better your business .

Helpful hint

Source: Nicole Raymond

ADS

Pinterest for Businesses has an advertisement feature that allows your business to pay for more users to view your pins. It also has, as you may have guesses, built in analytics for those ads. Ads create traffic and engagement to reach audiences, while allowing you to measure success, failures and compare the two. Pinterest Ads will also help you stay on top of all that needs to be done with reminders and other helpful notifications. The analytics will help you determine which pins are most popular so you can create content similar and drive more traffic to the right places.

Built-in analytics and ads to social media platforms continues to grow in popularity and Pinterest has all the tools needed for a successful promotion or advertising plan, in an easy to understand format. With the immense popularity of the site, I think the tools available will continue to help marketers of all sizes succeed in their Pinterest marketing efforts.

Nicole Raymond graduated from EMU in 2017 with a Bachelor’s in Public Relations and served as PRSSA’s VP of External Relations from 2016 to 2017. Raymond will be starting graduate school at Eastern Michigan University to get a Master’s in Integrated Marketing Communications.

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