5 Mistakes You're Probably Making When Setting Up Your Pinterest for Business Account

I have to admit when I first started trying to understand Pinterest I had such a hard time wrapping my head around it.

It’s not like Facebook, Instagram, or Twitter. Why? Because Pinterest is NOT a social media platform but a search engine (don’t worry I’ll cover that in just a sec).


After tons of podcast episodes, article after article, and a five-day Pinterest challenge I have a good grasp of Pinterest. After consuming so much info I found that there are 5 very important things you should do when setting up your Pinterest business account.


Like I mentioned earlier, Pinterest is not a social media platform but a search engine. Think of it as a visual Google, you type something into the search button and Pinterest smart feed shows image after image of relevant content. This is why so many business owners find Pinterest so confusing. We are all used to using FB and Instagram in our personal lives that transitioning into marketing our business on there is almost second nature.


You may use Pinterest for your personal use but it’s nothing like using it to grow your business. Having random boards about everything from recipes to the newest hairstyles you like isn’t going to grow your Pinterest business account. Growing a Pinterest account takes honing in on the right strategy and tactics for your specific business.


So what are the five things you're probably doing wrong when hopping on the Pinterest for business bandwagon?

What are the 5 mistakes your're probably making when setting up your Pinterest for business account? I answer that and more so click to read more! Don't forget to re-pin it as well.


1)   Not setting up rich pins

Rich pins are simply pins that contain more information about your business and what the article you’re posting about is about.

Pinterest has four types of rich pins: product, article, app install, and recipe. But most of the time you will probably be posting an article aka blog post directing your audience to your website. Blog posts are simply the best way to give your audience value in terms of giving them the info they are looking for. Once they land on your website and get what they need you can then entice them to join your email list with an opt-in. We don’t want people bouncing off your website because you simply send them to your service/product page.

Ok, so how do you set up rich pins on Squarespace? (Sorry I am all about Squarespace so will just cover how to do so on Squarespace)


Well, it’s pretty simple:


Head on over to the rich pins validator and paste the URL of one of your blog posts (and if you are prompted to, choose HTML tags from the options) and you're done! Once you are approved you will get an email telling you you’ve been approved!

Here is an ex of how my rich pins look:

Rich Pin for JNL Media Co.

2)   Keyword poor business name description

Simply writing “JNL Media Co.” in my business description seemed like enough but I soon found out it wasn’t.  People are probably not going to Pinterest and searching for “JNL Media Co.”  They are more likely than not searching for things like “website design”, “Squarespace website”, “marketing for entrepreneurs”, etc.. So it’s important for you to put keywords into your business name description.


It’s also a good idea to pop in your name as well so people can put a name to the company. I will probably feel more inclined to check out a page and connect with a business if I see a picture of the person behind the business.

You can definitely use your logo as your profile pic but I don’t recommend it. People buy from people so why not give a face to the brand? Your logo is def part of your brand but you are your brand! This, of course, depends on what type of industry you are in but if you are in a service based business then this most likely applies to you.

3)   Not filling out your bio with customer benefits


You only get 160 characters to tell people what you do and how it benefits them so your bio is a bit of an art in itself. When someone lands on your account they want to know what you’re all about so your job is to tell them in about one sentence.  Here is my bio for ex:


I help creative entrepreneurs & small biz owners build a beautiful Squarespace site that converts.

It’s short, sweet, and to the point. I let people know whom I help (my target audience) and the benefits (a beautiful site that converts). You may have noticed that it’s shorter than 160 characters and you’re right! That’s because there is more to my bio. It seems like people are having good results with including a call to action directly on their bio so I went ahead and implemented in my account as well.

Although you can’t click a link in a bio people can’t always copy and paste it. It’s really about personal preference so if you think you need more space to get your benefits across and don’t want to include a CTA then go for it. I think it’s worth a try though. Here is what I use as my CTA within my bio:

Grab your FREE website success guide bit.ly/guidejnlmediaco


4)   Not creating 5-10 boards for your ideal client

The ideal client part is really important here. Please don’t treat your Pinterest business account as a personal account. You are in business to serve your clients and bring them value so what information are they looking for? When creating your boards step into your ideal client's shoes and ask yourself what they would be searching for on Pinterest. 

There are a few things to remember when creating your Pinterest boards:


  • Name your boards with your keywords in mind and be specific
    • “Recipes for Vegans” is better than  “Yummy Food”
  • Write keyword description for each of your boards. Don’t make the mistake of leaving that part blank!
  • Not everyone has cover pages but I found that most big accounts do and it just makes it more visually appealing. Sometimes people won't take the time to read your board title so having a cover page with the name of it makes it easier for your audience to read.

5)   Not signing up for Tailwind and/or Board booster


Most sources recommend for people with business Pinterest accounts to pin anywhere from 10-30 pins a day (I’ve even seen some people recommending 100+ pins a day but I think that is a bit excessive). I'm sure you freaked out just about now (I know this because I freaked out too at first) but it’s tools like Tailwind and Boardbooster that make life a million times easier when it comes to this.


I mean as much as I like Pinterest, I don’t necessarily want to be on it 24/7 so Tailwind is great for scheduling out my posts for the week. Keep in mind that you aren’t pinning your content every single time! It’s actually better to pin 80% other peoples content and 20% your own.


Boardbooster is another tool people use to help grow their Pinterest reach since it has the ability to loop your old blog posts and therefore repurpose your older content. Don’t worry no one is going to notice if you pin the same post 78 days later!


I had a hard time differentiating between Tailwind and Board booster but Cath over at Catherine Oneissy does an awesome job at really breaking both tools down. Check out her blog post about “Tailwind vs. Boardbooster- which is better”.

I didn’t cover topics such as group boards and tailwind tribes because that’s a bit more down the line. This post is meant to give you the five musts for setting up a successful business Pinterest account. As in you can literally do all of the things on this list in one day.


Like with everything, it takes time and consistency to build up your business Pinterest account and there’s just no way around it. Keep in mind that other factors such as how often you are posting, how good your content is, your Pinterest images, call to actions, and opt-ins play a role in converting traffic into clients. I will leave all of those topics for another blog post so stay tuned.

Other posts that might help: