Pinterest for Small Business 

Pinterest is an online pin board or visual bookmarking tool that can be used for organising and sharing the things you love or even the things you sell.

Pinterest’s mission is to “connect everyone in the world through the ‘things they find interesting’ via a global platform of inspiration and idea sharing.

You can think of it as a library or catalogue of ideas. Pinterest users can browse through the application to discover more about the things they love, such as products, hobbies, special interests and services.

From health and fitness, to fashion and beauty, science and nature or food and travel, Pinterest allows individuals to curate content that they care about within their account on themed pin boards.

Why should small business care about Pinterest?

Pinterest has a much higher engagement rate than Facebook and also boasts higher conversion rates. It’s free to use and has over half a million business accounts.

Pinterest drives more referral traffic to websites than LinkedIn, Google+ and YouTube combined. Therefore, for particular products and services it is a good way to drive referral traffic to your website or blog.

In general, Pinterest users are:

  • Highly engaged spending 14 minutes on average on the site.
  • Almost a quarter of all users use it daily.
  • Pinterest is hugely popular in the USA but less so in Australia. The majority of users are female aged 30+ and the platform is really strong when it comes to visual products including; fashion, women’s accessories, travel, homewares, food, crafts and gifts.

There are several terms that are specific to Pinterest, so let’s start by demystifying some of these key terms.

Pinterest for Small Business – The Basics

Pinterest Account
Is a collection of online pin boards often called boards. In a physical sense you could think of it as a collection of pin boards, like something you may have seen in a friend’s bedroom while growing up that included photos, ticket stubs, drawings and other items.

A ‘board’ is a themed area where you collect and post pins that are all of a similar theme. You can have as many boards as you like within your account.

A ‘pin’ is an individual post on the board. A pin could be anything from a picture of a set of golf clubs, to a photo of a beautiful wedding dress, your artwork, a product image of an oriental lamp, or your illustrations or design work. You can like a pin, share a pin, save a pin (also known as re-pin) to one of your boards. You can even visit a website from a pin post, if it has a website link is included.

If you see something you like on someone else’s board you can re-pin it, just like you can re-tweet or re-post on other social media platforms. Just like clicking ‘save’ to save it or ‘pin’ it to your board.

You can also ‘like’ a pin to show your appreciation or interest.

What should I keep in mind if I decide to use Pinterest?

Firstly, you need to determine if Pinterest is a good fit for your business. Would your products or services work well on Pinterest? If you decide that it is a good fit and you want to start using Pinterest, make sure you set up a business account and not a personal account, especially if you are using the tool for commercial purposes.

Setting up a business account will give you access to account analytics as well as access to Pinterest’s advertising service. This will allow you to promote your pins to prospective buyers.

Some other tips for businesses wanting to use Pinterest include:

  • Ensure you pin regularly.
  • Use multiple boards to give users an idea of the content and products that you will be curating.
  • Include links to your website to make it easier for Pinterest users to visit your website.
  • Use categories that are relevant to your product or service.
  • Most importantly use high quality interesting images.

Remember if your images and photographs are not interesting then you will have less engagement. Pinterest is a highly visual platform so make sure you use images that are aesthetically pleasing that will help showcase your products or services.


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