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What's Hot in Small Business – Chris Crum

What's Hot in Small Business – Chris Crum
Chris Crum writes for Small Business Resources about what's new for small business. Chris was a featured writer with the iEntry Network of B2B Publications where hundreds of publications linked to his articles including the Wall Street Journal, USA Today, LA Times and the New York Times.

Pinterest Launches New Business Profiles

Pinterest Launches New Business Profiles

Pinterest recently announced the launch of new profiles for businesses along with new insights and a way to be discovered. According to the company, the new profiles give businesses more control over how their brand appears on the service.

Included with the new profiles are dynamic cover images that enable the business to highlight specific content, so customers and other users can see this first thing when they visit the profile from the Pinterest site or app. Businesses can also show their own latest Pins, choose a specific board to showcase, or display recent Pinterest activity from their website, showing what other users have pinned to their own boards. Each option may have its own advantages depending on a business's own level of Pinterest usage and how much users have engaged with the business on Pinterest.

As Pinterest's Head of Content and Creator Products Dave Temple says, "Whatever option you pick, we’ll make sure the Pins in your cover image are always the latest and greatest."

The top of the new profile shows the number of monthly viewers, which is a new stat for businesses to see. Specifically, it shows the number of users who saw your company's Pins in the 30 days prior. This is displayed both to you and other users, showing "how far your influence extends" on Pinterest. Of course, the company suggests promoting pins (aka buying ads) to boost that influence. It's unclear whether Pinterest will allow you to disable the number if your influence isn't where you'd like it to be, but having it displayed is certainly a reason for businesses to dedicate more time and resources boosting their presence on the platform.

As mentioned, there is a new way for users to discover business profiles, and that comes in the form of a Following tab. This is a place people can to directly to see the people and boards they follow, but it also includes functionality to let them find new profiles to follow based on their interests. To increase your chances of turning up in this area, be sure to share content that your target audience is likely to be interested in, optimize your Pins for discoverability and sharing.

If you're not seeing the new business profiles or the Following tab on Pinterest yet, give it some time as they'll be rolling out the new features over the course of the next couple of months.

The new profiles appear to be the latest in Pinterest's attempt to get small businesses more involved. In April, the company announced the hiring of new Global Head of Small Business Matt Hogle, who is developing new programs geared toward SMBs (small and medium size businesses). Last year, the company launched Propel, a program to help businesses get started with Pinterest ads. According to the company, Propel businesses see 3x more clicks on their ads than businesses not in the program. Businesses in the program also get custom marketing plans. Since 2017, Pinterest claims to have experienced a 50 percent year-over-year increase in small business advertisers.

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