Pinterest, the popular social bookmarking site that takes a visual approach to sharing information, recently announced it had over 100 million active users. That’s over 100 million potential customers for your products or services. And while Pinterest initially was not so welcoming to business users, it now encourages brands and small businesses to use the site as a marketing platform. There’s even a Pinterest for Business section with helpful tips for companies looking to leverage Pinterest. And members can now buy items they see on the site with Buyable Pins.

But to be successful on Pinterest, you need more than a company page and a few boards showcasing your products. You have to determine who your target audience is and then actively engage them. The following 14 tips can help you do just that.

1. Make your products shareable on Pinterest. Be sure to include a “Pin it” option on your website and blog posts, so visitors can share your product photos to Pinterest with a simple click.

[ Related: 5 tips to create high-traffic Pinterest boards  ]