Pinterest is no longer just a place for hobbyists to save recipes; it is a powerful visual search engine that can drive significant traffic and sales for Australian small businesses. By setting up a dedicated Business account, you gain access to powerful analytics, advertising capabilities, and features like 'Rich Pins' that give your brand a professional edge in the digital marketplace.
Why Pinterest Matters for Your Business
Unlike social media platforms where content disappears in hours, a Pin is evergreen. It can continue to drive traffic to your website months—or even years—after you post it. For Aussie businesses in industries like home renovation, fashion, weddings, or professional services, Pinterest serves as a top-of-funnel discovery tool that meets customers right when they are in the 'planning and purchasing' mindset.---
Prerequisites
Before you begin, ensure you have the following ready:- A professional email address: Ideally one linked to your business domain (e.g., hello@yourbusiness.com.au).
- Your Website URL: You will need this to claim your domain.
- High-quality Logo: A square image (800 x 800 pixels is ideal).
- ABN details: While not strictly required for the account setup, you’ll need these if you decide to run Pinterest Ads later.
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Step 1: Choose Your Path
Go to Pinterest.com. You have two options here:- Create a brand new business account: Best if you want to keep your personal and business lives completely separate.
- Convert a personal account: Best if you already have a personal account with a following and content relevant to your business.
Step 2: Enter Your Basic Details
Click 'Create account'. Enter your business email, create a strong password, and enter your age (this is for legal compliance). Click 'Create account'.Tip: Use a generic business email like 'marketing@' or 'info@' so that other team members can access the account in the future without needing your personal login.
Step 3: Build Your Profile
You will now be prompted to 'Build your profile'.- Business Name: Use your registered Australian business name. If you have space, add a keyword (e.g., "Brisbane Interior Design - [Business Name]").
- Website: Enter your full URL (including the https://).
- Country/Region: Select Australia.
- Language: Select English (UK/AU).
Step 4: Describe Your Business
Pinterest will ask what your business does. This helps their algorithm show your content to the right people. Select your industry (e.g., Retail, Service Provider, Influencer/Public Figure) and choose your goals, such as 'Generate more leads' or 'Drive traffic to your site'.Step 5: Claim Your Website (Crucial Step)
This is the most important step for professional accounts. Claiming your website ensures your profile picture appears on every Pin created from your site and gives you access to analytics for those Pins.- Go to Settings > Claimed accounts.
- Click 'Claim' next to Websites.
- Copy the HTML tag provided.
- Paste this into the
section of your website’s index.html file (or use a WordPress plugin like 'Insert Headers and Footers').
. This is what needs to be added to your site back-end.
Step 6: Set Up Your Profile Image and Bio
Navigate to 'Edit Profile'.- Photo: Upload your logo. Ensure it is clear and legible even when viewed as a small circle on a mobile screen.
- About: You have 160 characters. Don't just list what you do; explain how you help your customers. Include local keywords like 'Brisbane' or 'Australia' if you serve a specific geographic area.
Step 7: Create Your First Boards
Boards are where you categorise your Pins. Don't just create one board called 'My Products'. Create 5–10 boards that reflect the interests of your target audience.- Example for a Florist: 'Wedding Bouquet Inspiration', 'Native Australian Flowers', 'Home Decor Tips', 'Gift Ideas'.
Step 8: Optimise Board SEO
Each board has its own settings. Click on a board, then the three dots (...) and select 'Edit board'. Write a detailed description for each board using keywords your customers might type into the search bar. Use natural Australian English.Step 9: Install the Pinterest Tag (Optional but Recommended)
If you plan to run ads or track conversions (like sales or contact form completions), you need to install the Pinterest Tag. This is similar to the Facebook Pixel. It allows you to see exactly what people do on your site after clicking your Pin.Step 10: Enable Rich Pins
Rich Pins pull extra information directly from your website. For example, a 'Product Rich Pin' will show the price and availability in real-time. This requires a bit of technical setup via the Pinterest Validator tool, but it significantly increases your click-through rate.---
Pro Tips for Australian Businesses
- Think Seasonally: Remember that Pinterest users plan 2–3 months in advance. Start pinning your Christmas content in September and your EOFY promotions in April.
- Local SEO: If you are a local Brisbane business, include your suburb name in Pin descriptions to help appear in local search results.
- Vertical is Vital: Always use a 2:3 aspect ratio for your images (e.g., 1000 x 1500 pixels). Horizontal images perform very poorly on Pinterest.
Common Mistakes to Avoid
- Treating it like Instagram: Pinterest is a search engine, not a social network. Focus on keywords and utility rather than 'likes' and 'comments'.
- Inconsistent Pinning: It is better to pin 1–2 times a day than 30 times once a month. Use scheduling tools like Tailwind or Pinterest's native scheduler.
- Using Personal Images: Keep your weekend BBQ photos on your personal Facebook. Your Pinterest Business account should be a curated gallery of inspiration for your customers.
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Troubleshooting
- Website won't claim: Ensure you have cleared your website cache after adding the meta tag. If you use Cloudflare, you may need to purge the cache there too.
- Account suspended immediately: This sometimes happens if you use a VPN during setup or if your website is brand new. Reach out to Pinterest support; they are usually quick to resolve 'false positive' spam flags for legitimate businesses.
- Rich Pins not showing: It can take up to 24 hours for Rich Pins to be approved after you validate them.
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Next Steps
Now that your account is set up, it's time to start creating content! Start by creating 10 Pins for each of your new boards. Focus on high-quality imagery and helpful descriptions.Need help developing a visual strategy or managing your Pinterest SEO? Contact the team at Local Marketing Group to see how we can help grow your Brisbane business through visual discovery: https://lmgroup.au/contact.