In the previous article – the first one in our Pinterest for hotels blog series – we talked about why Pinterest should be part of your hotel marketing strategy.
We started the blog series with that topic because I believe that, when it comes to marketing strategy, you need to know the ‘why’ behind each element of it.
When you understand what benefits Pinterest marketing can bring to hotels, can you make a decision if it is worth investing your resources into it or allocating them somewhere else. So if you haven’t read the previous article, I recommend to check that one out before diving into this one.
But, if you are ready to take the next step and start implementing Pinterest into your hotel marketing strategy, then keep reading. In this article, I will walk you through how to properly set up a Pinterest business account for success.
Pinterest for Hotels: setting up a business account
First things first, you need to create a Pinterest business account. Like with all other social media platforms, this is free and it will only take you a couple of minutes.
In case you already have a Pinterest profile for your hotel but it’s set up as a personal account, you can easily convert it to business account. Just go to ‘Settings’ – ‘Account settings’ and click on the option “Convert account” like in the image below:
The reason why it’s important to set up a business account rather than a regular one is to get access to insights and analytics. Also, if you want to run ads and paid campaigns, these features are only available to business accounts.
Completing the profile
Now that you have a business account created, let’s start completing the profile:
Make your profile name SEO-friendly
Pinterest is in its core a social media platform, but remember that it acts, and is mostly used by people, as a visual search engine. Therefore, annoyingly, you have to think about SEO here as well.
Don’t worry though – it’s not as nearly as complicated like SEO for websites, and I will write a full guide to it as part of our PItnerest for hotels blog series. So for now, let’s just focus on making your profile name SEO-friendly.
Your profile (or display) name is searchable – your profile could show up in a relevant user’s search. So to make your profile as discoverable as you can, it’s important to optimise your display name and form so it is showing up in results and reaching your target audience. For example, if you are an eco-friendly hotel, you want your profile to show up whenever people are searching for accounts that are related to topics such as sustainable travel, eco-friendly hotels, and similar.
I have a formula for the profile name that I have found always works. It goes like this:
YOUR HOTEL NAME + Core Service + Target Audience
So if we stick with eco-friendly hotel as an example, the profile name could go something like this:
Hotel’s name: sustainable & unforgettable hotel stays for eco-conscious travellers
And here’s my profile for Destination Marketing as another example:
Claim your hotel website and social media accounts
To make the most out of Pinterest for your travel business or hotels, make sure you claim your website and social media account.
To do this, simply go to account settings, and click the ‘claim’ option. There you will have the options to claim your website, Instagram and Youtube account:
When you do this, Pinterest will automatically connect your profile to any pins that are created directly from your website or claimed social media accounts. That will not only make sure you always get the credits for your content, but it will help you understand how pins that are connected to your website perform. This is valuable information that will help you make the right changes to your Pinterest content to get the optimal results out of it.
Have in mind that once you submit your website to claim it, it can take a couple of days for the Pinterest support team to process it. If you don’t hear back from them, don’t hesitate to contact the support and ask for the status on it.
Add a profile picture and profile description
Now the final details before you can start pinning fearlessly – the profile picture and the description.
Your profile picture should be your hotel logo. Make sure it’s a good resolution and it’s jpeg. When it comes to profile description, that’s a bit trickier because you only have 160 characters to explain what your profile/business is about!
I know it’s hard, but you really need to stick here with a one-line sentence that explains in a simple and precise way what you do. If you struggle here, this guide on how to create elevator pitches can help you out.
To finalise your Pinterest account, add other information like your contact email address, physical address of your hotel or hotels, phone number.
Make sure you set up notifications according to your preferences, otherwise you can get really bombarded with email notifications.
And that’s it – you’re ready to start pinning!
I hope this article will help you to set yourself up for Pinterest success. If you have any questions about Pinterest marketing for hotels and travel businesses, please let me know in the comments.
On Pinterest, looks matter a lot, so the next step is to learn how to design click-worthy visuals for the platform – which is what we’ll cover in the following article.
Until next time,