आप Pinterest को अपने सबसे विश्वसनीय ग्राहक-अर्जन इंजन में बदल सकते हैं—यदि आप इसे एक व्यवसाय की तरह सेट करते हैं। कई छोटे व्यवसाय मालिक और सोशल मैनेजर इसे एक शौक बोर्ड की तरह मानते हैं, फिर आश्चर्य करते हैं कि पिन्स क्यों परिवर्तित नहीं होते, एनालिटिक्स भ्रमित करते हैं, और लगातार प्रकाशित और उत्तर देने के लिए पर्याप्त घंटे या कर्मचारी नहीं होते।
यह प्लेबुक इसे उलट देती है। यह ठीक-ठीक बताती है कि एक Pinterest व्यवसाय खाता व्यक्तिगत खाता कैसे उत्कृष्ट प्रदर्शन करता है, आपको सेटअप और Pinterest SEO, रिच पिन्स, विज्ञापनों और एनालिटिक्स के माध्यम से कदम-दर-कदम ले जाती है, और तैयार-उपयोग ऑटोमेशन टेम्पलेट्स, DM फ़नल और टीम वर्कफ्लो देती है ताकि एक छोटी टीम भरोसेमंद तरीके से प्रकाशित कर सके और बिना हेडकाउंट बढ़ाए ग्राहकों में पिन्स को परिवर्तित कर सके। ROI को ट्रैक करना और Pinterest से लीड्स को कैप्चर करना शुरू करने के लिए इस सप्ताह लागू कर सकने वाली चेकलिस्ट, कॉन्फ़िगरेशन, और ऑटोमेशन रेसिपीज़ प्राप्त करने के लिए आगे पढ़ें।
क्या है एक Pinterest व्यवसाय खाता और यह कंपनियों के लिए क्यों महत्वपूर्ण है
एक Pinterest व्यवसाय खाता ब्रांड्स और रचनाकारों के लिए एक प्रोफेशनल प्रोफाइल है जो व्यक्तिगत खातों के लिए उपलब्ध न होने वाली सुविधाओं को अनलॉक करता है। एक नजर में यह मापन, विज्ञापन और वाणिज्य एकीकरण, साइट सत्यापन और टैगिंग, और भूमिका-आधारित टीम पहुंच सक्षम करता है—उपकरण जो व्यवसायों को पिन्स को लंबी उम्र वाले, खोज के योग्य संपत्ति की तरह व्यवहार करने और निवेश पर वापसी को मापने की अनुमति देते हैं। यह खंड एक उच्च स्तरीय अवलोकन प्रदान करता है; बाद के खंड एनालिटिक्स, विज्ञापन, SEO/दावा करने, और ऑटोमेशन में विस्तार से उतरते हैं।
क्यों यह महत्वपूर्ण है: Pinterest खोज-प्रथम और खोज-चालित है—पिन्स महीनों या वर्षों तक सतह तक आते हैं, केवल घंटों तक नहीं। ईकॉमर्स और खुदरा ब्रांड्स के लिए जो ट्रैफ़िक और उत्पाद खोज पर निर्भर करते हैं, वह लंबी सामग्री जीवनकाल और उच्च खरीद इरादा प्रभावी शीर्ष और मध्य फनेल परिवर्तन में अनुवादित होता है। उदाहरण के लिए, एक फर्नीचर स्टोर एक रूम-स्टाइलिंग पिन प्रकाशित कर सकता है जो प्रारंभिक पोस्ट के बाद लंबे समय तक एक श्रेणी पृष्ठ पर ट्रैफिक को चालित करता है; एक खाद्य ब्रांड की रेसिपी पिन हर मौसम में बार-बार रेफरल विजिट उत्पन्न करती है।
कौन सबसे अधिक लाभान्वित होता है और सामान्य उपयोग के मामले:
खुदरा और ईकॉमर्स: सूची प्रचार, शॉपेबल उत्पाद फीड्स, मौसमी संग्रह।
घर और DIY: कमरे की प्रेरणा बोर्ड और सदाबहार कैसे-कैसे पिन्स जो सतत ट्रैफिक चलाते हैं।
खाद्य और पेय: रेसिपी पिन्स जो हर मौसम में विजिट और ब्रांड डिस्कवरी लौटाते हैं।
दृश्य संपत्ति के साथ B2B: उत्पाद गैलेरी, केस स्टडीज, और इवेंट प्रोमो जो समाधान खोज रहे निर्णय निर्माताओं को आकर्षित करते हैं।
मुख्य क्षमता क्षेत्र जो एक व्यवसाय खाता अनलॉक करता है (विवरण समर्पित खंडों में दी गई है):
मापन और एनालिटिक्स — दर्शक अंतर्दृष्टि तक पहुंच, Pinterest टैग के माध्यम से रूपांतरण ट्रैकिंग, और निर्यात योग्य प्रदर्शन डेटा (देखें "Pinterest विज्ञापन और एनालिटिक्स आवश्यकताएँ").
विज्ञापन और मुद्रीकरण — प्रमोटेड पिन्स, शॉपिंग विज्ञापन चलाने और शॉपेबल अनुभवों के लिए उत्पाद कैटलॉग कनेक्ट करने की क्षमता (देखें "Pinterest विज्ञापन और एनालिटिक्स आवश्यकताएँ").
साइट दावा करना और रिच पिन्स — अपना डोमेन सत्यापित करें और रिच पिन्स सक्षम करें ताकि पिन्स सटीक उत्पाद, रेसिपी या लेख मेटाडेटा सतह पर लाएँ (देखें "Pinterest SEO, रिच पिन्स और अपनी वेबसाइट का दावा करना").
टीम एक्सेस और सुरक्षा — भूमिका-आधारित अनुमतियाँ, बहु-उपयोगकर्ता सहयोग और टू-फैक्टर प्रमाणन सुरक्षित संचालन स्केल करने के लिए (देखें "टीम वर्कफ्लो, जुड़ाव का पैमाना और बचने की सामान्य गलतियाँ").
व्यावहारिक सुझाव: जल्दी ही व्यवसाय खाता में स्विच करें ताकि आप अपने डोमेन को दावा कर सकें, ट्रैकिंग के लिए Pinterest टैग जोड़ सकें और प्रमुख अभियानों से पहले रिच पिन्स सक्षम कर सकें। मॉडरेशन और बड़े पैमाने पर रूटिंग संभालने के लिए एक ऑटोमेशन या वार्तालाप मंच का उपयोग करें (उदाहरण के लिए, Blabla)—विवरण और टेम्पलेट्स ऑटोमेशन-फर्स्ट प्लेबुक सेक्शन में हैं।
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