Now that marketing via Pinterest is inevitable, optimization of the channel is the key to success, even if it means "pinjacking" relevant search terms, Katie Burke writes. Start with choosing a user name that increases your chances of recognition and writing an "About You" section to establish the brand. Marketers should avoid too much company-specific language. "When you think about your Pinterest boards, consider your customers' buying habits, average age, and lifestyle, and build your pinning strategy around their terminology, interests, and potential search terms," Burke writes.

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