How Brands Can Leverage Pinterest’s New Data Analytic Tool for Business Success

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    The world of social media seems to revolve around three social networking sites: LinkedIn, Facebook and Twitter. However, social bookmarking site Pinterest is gaining traction. Research shows that, for fashion-based brands, Pinterest garners more sales than Facebook. This week, the network expanded its revenue potential by offering a new web analytics tool that allows brands to track the pins they release, and gauge how the Pinterest community interacts with the visuals uploaded to the platform.

    This latest offering is in line with Pinterest’s campaign to attract businesses; the social media platform already boasts widgets, tools, secret boards and business accounts. So, here is what you need to know in order to get your business ahead of its competitors on this network:

    Set up your account

    If you already have a personal Pinterest account, you can easily change it to a business account. Start by logging into your personal account, then visit pinterest.com/business/convert. Fill out the form and select a custom URL for your page. If you don’t have either a personal or business presence on Pinterest, click “Sign up” on the top-right of the page to get started.

    Account verification
    To verify your website, visit your settings page and click on the verify website button. Once Pinterest has verified your business website, a check mark will appear next to your domain which will assist in establishing site creditability.

    Add buttons and widgets to your site
    To encourage engagement from users and generate traffic back to your business website, Pinterest offers a number of buttons and widgets that you can embed. These features are located in the “Buttons and Widgets” section on business.pinterest.com, plus it will instruct you on how to add “Pin It” and “follow” buttons, as well as board widgets to your website.

    Create boards

    Before you pin, it’s a good idea to begin creating the boards where you will post your content. This will assist users in finding your new products or perhaps sale items. Click the add button on the top right-hand side of the account and begin to label your boards.

    If you’re not ready to show your boards to your users, you can always use secret boards. Read 3 Ways Pinterest Secret Boards Can Work for Your Business for information on how to use the secret board feature.

    Start pinning

    Now, go to your website and pinpoint an image that you want to pin. Click on the “Pin It” button. The site will show all of the images available on the webpage. Click on the image that you want to pin and a pop-up window will appear. I encourage you to write a description of the product or service. Then, all you need to do is click “Pin It,” and you’re finished.

    Whether you’re a newcomer or veteran to the site, I encourage you to take the time to review the educational resources and documentation regarding Pinterest business.

    S. Lynn Cooper is a Washington, DC-based digital strategist and communications expert. Cooper is the founder and director of Socially Ahead, a strategic communications agency that specializes in the creation of social and digital strategies and campaign management. Follow her on Twitter at @sociallyahead.

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