For many Australian small businesses, Pinterest is the secret weapon of digital marketing. Unlike other social platforms that focus on socialising, Pinterest is a visual discovery engine where users go specifically to find inspiration, plan projects, and—most importantly—make purchasing decisions. By setting up a dedicated Business account, you gain access to powerful analytics, advertising capabilities, and features like 'Rich Pins' that can significantly increase your website traffic.
Before You Begin: What You’ll Need
To make this process as smooth as possible, gather the following items before you start:- A Professional Email Address: Use your business email (e.g., hello@yourbusiness.com.au) rather than a personal Gmail or BigPond account.
- Your Website URL: Ensure your website is live and ready for verification.
- High-Resolution Logo: A square image (800 x 800 pixels is ideal).
- Business Details: Your Australian Business Number (ABN) isn't strictly required for the account setup, but you will need it later if you decide to run Pinterest Ads (Promoted Pins) in Australia.
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Step 1: Navigate to the Pinterest Business Portal
Go to pinterest.com/business/create. If you already have a personal account, ensure you are logged out, or select "Create a free business account" to keep your personal and professional lives separate. What you should see: A clean landing page with a clear "Create account" button and imagery showcasing business success on the platform.Step 2: Enter Your Basic Credentials
Enter your business email address, create a strong password, and enter your age. Pinterest asks for age to ensure compliance with international online safety regulations.Pro Tip: Avoid using a generic password. Since your Pinterest account will be linked to your website and potentially your credit card for ads, security is paramount.
Step 3: Build Your Business Profile
Once you click "Create account," Pinterest will prompt you to build your profile. This is how customers in Brisbane and across Australia will identify you.- Business Name: Use your official trading name. If you are a local service provider, consider adding your location (e.g., "Coastal Interiors - Gold Coast").
- 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 a few questions to understand your goals. You will see a list of categories like "Retail," "Professional Services," or "Influencer/Public Figure." Select the one that best fits your business model.Next, you'll be asked if you're interested in running ads. Even if you aren't ready yet, selecting "Yes, I'm interested in advertising" ensures you have all the professional tools enabled from day one.
Step 5: Claim Your Website
This is the most critical step for Australian business owners. Claiming your website tells Pinterest that you are the official owner of your content. It also adds your profile picture to any Pin that comes from your site.- Go to Settings (the chevron icon in the top right) > Claimed accounts.
- Click Claim next to "Websites."
- You will be given a snippet of HTML code (a meta tag). You need to copy this and paste it into the
section of your website's index.html file.
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Common Mistake: Many users skip this step because it feels "too technical." If you use WordPress, you can easily do this via a plugin like Yoast SEO or Insert Headers and Footers without touching any code.
Step 6: Install the Pinterest Tag (Optional but Recommended)
If you plan on tracking conversions (like sales or lead form completions) from your Pinterest traffic, you'll want 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 Pins.
Step 7: Upload Your Branding
Navigate back to Edit Profile. Upload your logo as your profile picture. In the "About" section, write a brief bio (up to 160 characters). Use keywords that your Australian customers might search for, such as "Boutique florist in Brisbane" or "Eco-friendly homewares Australia."
Step 8: Create Your First Boards
Before you start Pinning, you need "buckets" to put your content in. Create at least 5-10 boards that reflect your business categories.
- Example for a Real Estate Agent: "Dream Kitchens," "Brisbane Property Market Updates," "First Home Buyer Tips," "Outdoor Living Ideas."
Make sure each board has a clear title and a description rich with keywords.
Step 9: Enable Rich Pins
Rich Pins automatically pull extra information from your website into the Pin itself. There are three types: Product, Recipe, and Article. For example, a Product Rich Pin will show the current price and stock availability.
To enable them, you’ll need to use the Pinterest Rich Pins Validator tool after you have added the necessary metadata to your site. This adds a layer of professionalism that sets your business apart from casual users.
Step 10: Start Pinning and Connect with Your Audience
Begin adding content! Aim for a mix of your own content (linking back to your blog or shop) and helpful content from others that your audience would find valuable.
Troubleshooting Common Issues
- "I can't claim my website": Ensure you have cleared your website cache (if using WordPress) after adding the meta tag. Sometimes it takes 24-48 hours for Pinterest to "see" the tag.
- "My images look blurry": Pinterest is a visual platform. Always use vertical images with a 2:3 aspect ratio (e.g., 1000 x 1500 pixels). Horizontal images perform poorly.
- "I'm not getting any views": Pinterest is a slow burn. Unlike Instagram, where content dies after 24 hours, a Pin can gain momentum over months. Be consistent and use relevant keywords in your Pin titles.
Pro Tips for Australian Businesses
- Seasonality Matters: Remember that Pinterest users plan months in advance. If you’re a retailer, start Pinning your Christmas content in September/October. Because we are in the Southern Hemisphere, make sure your seasonal content (Winter fashion vs. Summer BBQ) aligns with our Australian calendar, not the US/UK cycles often seen on the platform.
- Use Local Keywords: Mentioning your city or "Australia-wide shipping" in your Pin descriptions can help you attract a local, high-intent audience.
Next Steps
Now that your account is set up, it’s time to develop a content strategy. Focus on creating high-quality, vertical imagery that solves a problem or inspires your target customer.
Need help navigating the world of visual search or setting up your Pinterest advertising funnel? The team at Local Marketing Group is here to help Australian businesses thrive online. Contact us today to discuss a tailored social media strategy for your brand.