Turning Pins to Profits: Tips for Using Pinterest for eCommerce
We all know Pinterest is a highly visual, captivating, inspiring social media site that millions of Americans - especially moms - visit and interact with every single day. Many of those users go to the site looking to purchase something. Moms are 61% more likely to use Pinterest and 21% of Pinterest users have purchased something they found on the site. The challenge for brand marketers and agencies is how to build an effective Pinterest marketing stragegy that captures the intent to purchase and converts it to revenue.
Generating a healthy eCommerce business with Pinterest is no easy task. Apply these tips to your brand's Pinterest page to start turning your pins into profits:
- Use stellar visuals – Don't use images that are bland and boring, because users will scroll right past your pins. You might consider dedicating resources to good photography of your products to ensure your images give off a “wow” factor.
- Vary your pin selection – Don’t just pin your own products. You’ll turn off consumers. Rather, create an essence for your brand that people want to emulate and recreate on their own Pinterest boards, as well as in their own lives. Search related blogs and sites for recipes, craft ideas, inspirational quotes - anything that relates to the content of your board - as well as related products from your brand. Remember, you are creating an overall personality that people want to aspire to, not just selling your products.
- Find great keywords – You should identify specific keywords that your customers use to search for products like yours. Take care to include those keywords in the pin description. Even name your boards on Pinterest with key terms. This focus on SEO will give your pins a higher page ranking in Google searches.
- Link, link, link – Links on Pinterest drive traffic to your site, increase brand awareness, and make it very easy to purchase. Always use the full link, not shortened ones, which tend to get marked as spam on Pinterest. Try to link to useful content because that too will increase how repinable it is.
- Vertical images – Use longer, vertical images, rather than wider ones. Make them longer by adding step-by-step instructions for a DIY project, a collection of images, or an infographic. Longer images show up larger on the site, and therefore have a longer ‘scroll-life.’ The more visible your pin is on a customer’s board, the more likely they will see it, click it, and repin it.
Notice how much more real estate on the board longer pins receive.
- DIY ideas – Pinterest inspires creativity so inspire your followers! Pins that feature DIY projects, a tutorial, or a recipe have a 42% higher click through rate than other pins, like products.
- Include the cost – If your product has a price and can be bought online, include the price in your pin. According to a survey by Shopify, people are 36% more likely to like a pin that includes the price.
- Update frequently – Check your Pinterest page frequently (how often depends on your available resources) to add pins to your boards, and see what others are pinning and saying. Keep the conversation going by engaging with your customers when they comment or repin your pins.
As the number of Pinterest's monthly visitors surpasses 20 million, the potential for success with eCommerce becomes more likely. Try out these tricks and tips on your brand's Pinterest page and check out the free white paper for more Pinterest marketing strategies.
Posted by Katie Petrillo