Pinterest is a social network like Twitter or Instagram. However, unlike other common social media platforms, Pinterest users are more likely driven to an action such as making a purchase. This is great news for ecommerce marketers, because 75 percent of Pinterest’s content comes from businesses like yours!
Some more good news: You can now create buyable pins. You’re still the one processing the sale, but the buyer can now enter their shipping and payment information right in Pinterest. When your pin is buyable, a little icon pops up on the post for the user that says, “Add to Bag.” This process makes selling even more seamless than it was before. However, only a select few businesses are screened to post buyable pins, but there is a way to apply.
For now, if you’re not approved to post buyable pins, you can still do Pinterest the old-fashioned way. For example, a user is searching for Halloween costume ideas. Once they find one they like, there is a good chance they will click on the pin or its link to see where the costume can be purchased. Now, if this were your business you would want the user to be directed to a sleek, user-friendly ecommerce site, right? Right.
But what happens before a user taps on your brand’s pin? We’ll show you how to market your ecommerce site on Pinterest with a few, easy tips!
1) GET FAMILIAR WITH THE PLATFORM
72.5 million people use Pinterest, and 71 percent of those people are women. So, if you’re not familiar with using the app, it’s best to play around with it to get accustomed. Some of the benefits you can yield with Pinterest include:
- Engaging your target audience on a social platform
- Increased product exposure
- A better quality of referral traffic
- A channel to receive direct feedback from customers
You know that creating a personal account on Pinterest is an option, but what about for your business? Pinterest gives you a couple of choices:
- Make a business account for free. It’s similar to a personal account, and just as easy to use. Then, you can apply to post buyable pins, like we discussed before.
- Use Pinterest ads. Ads on Pinterest work very similarly to posting regular pins, you’re just paying for targeting, engagement and analysis. Your pin will show up as "promoted."
Keep in mind that Pinterest is still a social network - if you’re not doing buyable pins, you won’t make any direct sales on its platform. But, quality referrals can still be easily directed to your site.
2) USE CLEAR, PROFESSIONAL IMAGERY
Pinterest weighs heavily on visuals, and if you don’t have professional-looking images, don’t expect any action. Additionally, research shows that larger images attract greater engagement than smaller ones. Images at a height of 1128 and width of 738 pixels tend to look the best. Another option to jazz up your pins is to use infographics. Long images work well on the app and if you only show a peek, users will tap on your pin to see the rest. Just make sure it looks professional!
3) INCLUDE THE PRICE
Because Pinterest users tend to be driven to purchase, it’s a smart move to include price tags on your pins. This tactic reassures the user that you’re the actual vendor of the product, and encourages them to visit your website. If you’re approved for buyable pins, the “Add to Bag” icon will be visible as well. Try to find a healthy balance between “pinspiration” and relevant information within your pins.
4) ENCOURAGE PINNING THROUGHOUT YOUR WEBSITE
An important element to gaining a strong following on Pinterest is to include the little “Pin” icon in your social sharing options on your site. Social sharing buttons should be on all pages of your ecommerce website that have products listed, making it super easy for visitors to follow you on different networks.
5) KEYWORD OPTIMIZATION
There’s a search bar in Pinterest, so there’s an opportunity to optimize keywords that your brand could pop up for. Board titles and pin descriptions that don’t use keywords are missing out on a chance to appear when a user types something in the search bar.
6) ORGANIZE PINS AND BOARDS
A chaotic Pinterest profile page will not appear professional, especially for a business page. Organizing and tagging your pins is part of the user experience and should allow for easy exploring.
7) CREATE A BLOG BOARD
Repurpose great content! By making a board containing all of your blog posts you can rank for keywords and boost traffic to your site. It’s any easy way to redistribute content to an audience that may not see it otherwise.
8) UTILIZE YOUR PROFILE IMAGE
It’s there for a reason. Place your brand’s logo at 160x165 pixels as your profile picture so users can easily identify whose pin they are looking at. Also, write up a clear description for your bio to let other pinners know what sort of ecommerce business you are!
9) REPIN STRATEGICALLY
So, if you already love binge scrolling through Pinterest for hours, now you can do it for your business! Repinning products that complement what you’re selling is a great way to gain a foothold in the Pinterest world. For example, if you sell residential solar panels, repin posts containing ideas for the home, tiny houses, or campers. This is a great way to build up content on your boards, but avoid promoting a competitor.
Building a strong Pinterest presence is an extremely effective way to market your ecommerce website. Finding the right balance between social and business can be challenging, but the increased traffic and engagement on your website will make it all worth it.