Pinterest is the number one path-to-purchase site and can be a great marketing tool for businesses. This social sharing site has now rolled out business pages for companies to use instead of a regular consumer page. At first glance, both pages look exactly the same, but there are advantageous differences.
Different Terms of Service Agreement
Business accounts have different terms of service (TOS) agreements than personal account holders. The primary difference is any account that uses Pinterest for commercial purposes must create a business account and agree to the business-specific TOS. In other words, you have no choice but to use a business page if you are a business.
Use Your Full Business Name
Your username is a business name rather than a first and last name. You will choose a business type from available categories, which helps your business show up in appropriate consumer searches.
Marketing Education for Businesses
Within its business site, Pinterest has educational materials specifically for businesses to learn how to market on the social media platform. The tutorials cover how businesses can tell their story through their profile, build a community through collaboration, drive traffic through making products discoverable on Pinterest and learn and grow through finding out how others see your brand on Pinterest.
Access to Upcoming Features
Pinterest is always working on new features exclusively for businesses. Business account holders are notified as soon as these features become available.
The Pinterest analytics tool is available for business accounts. By reviewing your analytics, you can track activity on your website, plus your account’s most popular pins.
To access analytics for your website – what has been pinned directly from your site – you must verify your website. Once verified, it establishes an official link between your site and Pinterest. It’s important to know you can only verify one website to a Pinterest account.
Verifying your website is not a requirement. You can go back and do it at any point. An un-verified website link will still be displayed in your Profile box and lead potential customers to your website.
Rich Pins for Business Accounts
Rich Pins are a step above the standard Pin. Additional details are automatically added to Rich Pins, including pricing and a direct link to your website. This is intended to make your Pins more useful to users and result in more traffic to your site (and potentially more sales).
Right now, there are six types of Rich Pins: app, movie, recipe, article, product and place. If you sell products, note that Product Pins include real-time pricing. As an added bonus, anyone who’s pinned them will get a notification if your Product Pin drops in price.
Is It Too Late?
Nope. If you have already been using Pinterest for your business but set it up before the business page roll out, you can easily convert your account. Log into your Pinterest account and then visit the Pinterest for Business section. There, you will an option that allows you to convert your existing personal account to a business account.
Once you’ve converted, double check your profile to make sure it’s completely filled out with your business information. Include a link to your Twitter and Facebook accounts, which you can connect in your account settings.
On a final note, did you know you can apply search-engine optimization techniques to your Pinterest page? Create boards that relate to keywords for which you would like to rank. For example, a graphic designer may want to create boards for wedding invitations, birth announcements and other types of design he offers. Not only is it good for search engines, but also for your visitors, letting them know your business has to offer.