7 Ways To Drive Traffic Through Pinterest Ecommerce Marketing
Pinterest is a powerful social media channel for online retailers. It’s worth the time to build a good Pinterest profile, create active boards, and engage with some of the platform’s over 150 million active users. Pinterest’s potential for retail ecommerce is not new. Many marketers and service providers have been touting Pinterest’s stats for a least a few years. Pinterest gives a huge opportunity for both consumer-focused and b2b companies. It is increasingly used by eCommerce businesses to promote their businesses as well as products. It not only helps you to increase engagement and sales, but it also can help you build a strong brand name.
With hundreds of pins for every category one can think of, your company’s genre of products almost certainly already has an established niche on Pinterest. However, you may not know that Pinterest leads the pack for ecommerce related sharing. Ecommerce shares on Pinterest accounted for 44% of the total, while Facebook followed with 37%. This discrepancy between ecommerce and social sharing is likely attributed to many different factors.
First of all, Pinterest gathers around individuals who share topics of interest, rather than relationships. Shoppers tend to think alike, whether they know each other or not. Pinterest is not the place to scrutinize relationships between connections. One of the biggest assets Pinterest holds over other platforms is that pins get passed around from user to user, board to board, constantly. A really great pin will never sink to the bottom of a page. Pinterest has more marketing potential than the other social media networks. You can drive more and more potential traffic to your business website through Pinterest than by Facebook, Twitter, LinkedIn or the others. Using the same resource of sharing, you will get more response from Pinterest.
So, Pinterest can be a powerhouse for e-commerce business sales. Here are some ways to use Pinterest to promote your e-commerce store and drive more sales through ecommerce marketing:
Business Account Instead Of A Personal
Pinterest offers special business accounts that allow you to create a business profile, describing your business to potential customers and providing a way for them to engage with your online store. Pinterest offers built-in analytics for your business, which tell you how well pins coming directly from your website are performing on Pinterest. Number of pins, pinners, Repins, and Repinners are all included, as well as the overall reach, impressions, clicks, and visits. Ensure that your brand information is consistent across all platforms.
Use a recognizable logo as your profile image, and link your Facebook and Twitter pages to your Pinterest. If you are now suddenly realizing that your Pinterest is set up as a personal account, never fear. Pinterest makes it easy to switch over. If you’re serious about using Pinterest to market your products then instead of using a Pinterest personal profile, create a Pinterest Business page. Pinterest Business profiles are specially designed for organizations who wish to engage with their customers. To get a verified Pinterest Business page, you just need to confirm your website address. This will add further credibility to your profile and also make you eligible for additional features that individual profiles don’t have.
Categorize Pins And Boards
On Pinterest, you organize content into topical boards, which each house a stream of pins from your website, including products, blog posts, lookbooks, and similar. Your website content and products, however, should not be the only thing you pin. Pin other images, articles, and videos that you find online. Repin items you find on Pinterest, too. When you do repin something, make sure that it links to a safe page where the content reflects that image you’re sharing. Spread the pins out on several boards.
If you categorize the products, not only it will help people to browse through your products, it also helps them to follow your board as per their interest. This way people can find the exact products what they are looking for. Make sure your website’s blog has its own board on your Pinterest page as well. Bounce around between boards, so your pins aren’t too repetitive. No brand is limited to just what it sells. Create several boards to make your brand personality and include as many useful pins as you can to make each of the boards look substantial. It is suggested before starting to pin, that you consider users’ interests and strategies to address your targeted customers.
Quality Images And Content
Your created boards will not appeal to all, and people will choose to follow the one that appeals to their interests the most. Keep the name of each board within 20 characters and be creative selecting the name. Add an effective description to appear on the search result and inspire people to follow your boards. For each board, choose a cover pin that makes sense of the content inside the board. Anytime you pin your own content, write a good, timeless, and informative pin description that gives your Pinterest audience context.
Pinterest is a visual platform. Therefore, it is important to share interesting, engaging and appealing content. It will encourage new followers to re-pin said content. Pinterest users like inspirational photos, quotes or images. However, these should be very useful and informative. Be creative when sharing content on Pinterest and check which types of content gain more engagement from your target audience as compared to others.
Prettier images will get pinned more. Photos that are too small won’t garner any attention, and remember that vibrant colors always stand out. Remember that Pinterest is built around images, this is not the place to cut corners on photography. If you don’t have quality images on hand, feel free to repin others’ images. Pinterest allows users to change the URL an image links to, and while it’s tempting to link back to your own site, give credit where credit is due. Always be linking images to their original source. Read through, and comprehend Pinterest’s copyright laws to avoid any confusion or trouble.
Adding “Pin It” Buttons
Adding the Pin It button to all of your site pages makes it easy and convenient for your followers to pin your products. Normally, an individual would need to pin your site page manually to their own pinboard. Streamlining the process helps you to increase traffic, and it looks more credible to your potential customers. You may be surprised by what the most frequently pinned images are from your own website! If you add the “Pin it” button or the widget on your business product pages, it will help the visitors or users to share the content on their own boards.
In the same way, you use a call-to-action in your ad copy, a call-to-pin will significantly increase the engagement of your pins. In fact, you’ll get 80% more engagement with a CTP. Before promoting your products on Pinterest, create a strong case for it on your ecommerce website. This includes adding the “Pin” button on all your product pages and encouraging your website visitors to follow you on Pinterest. You can use social media sharing widgets like AddThis or DiggDigg to add the relevant social sharing buttons. You can also route members to your Pinterest page by announcing different competitions and special offers for Pinterest users on your website.
Sharing Among Different Social Media
Commenting on Pinterest boards and images isn’t quite as common as it is on Facebook, but remember that buyers coming from Pinterest usually purchase more. The most repinned, and most clicked pins from your site are both readily available in your analytics. Keep your followers’ behavior in mind while you are planning your boards. As more users pin your business content, your business becomes more discoverable. To encourage further pinning, add the “Pin it” button or widgets on your website, promote pinning on the social media networks, email newsletters, and, in short, do as much as you can to promote your business.
Small retail ecommerce businesses may have trouble getting traction on Pinterest at first. Large retailers have the benefit of a well-known and constantly-advertised brand so they can treat Pinterest like a visual bookmarking service. For your business, think about who your customer is. What sort of things will he or she be interested in discovering on Pinterest? Try searching for those topics, and following some of the most influential users who pin about them.
Just like you respond to tweets, Facebook posts, and Instagram comments, engage with your followers directly by answering their questions and responding to their comments. Go the extra mile and address them directly, using their names to really take your customer service to the next level. It’s a good idea to follow popular boards because they are relevant to your industry and business as opposed to “just because” they are the most popular.
Enabling Rich Pins
Rich Pins are pretty useful. There are different types of Rich Pins and the ones most widely used by eCommerce owners are product pins. With rich pins, Pinterest is able to pull additional information about the stuff that you pin and this makes your pins much better. Product pins makes shopping via Pinterest a lot easier. Different from a regular pin, these pins show where the product you are pinning can be purchased, the current price and the direct link to the product page. Also, the product pins prices are updated in real time and if any user pin the product pin on their board they will be notified when the price is updated. In short, it is the great way to convert your visitors into buyers.
Include the proper metadata to your website content. This metadata is different for each type of Rich Pin, so you will need to add multiple types to your site and Pinterest will prioritize them. Authenticate your Rich Pins and apply to get them on Pinterest. Once you’ve completed step one, you have to enter your site’s URL into Pinterest’s validator page to ensure there are no mistakes with the metadata. After everything is finalized, you can click “Apply Now”. Find out more on Pinterest’s developer’s page.
Set Up Analytics For SEO
Similar to blogging, keep SEO keywords in mind when pinning. Caption your pins with current SEO keywords to make them more visible. When repinning an image, you can always change the caption to make it more applicable for your customers. To see how Pinterest is working for you, you must use the Pinterest Analyst. From that you will able to see your popular pins, users, website traffic. Also, you can see on which boards your content is appearing. You have to use some SEO strategy to get your pins discovered by the eyes of your target audience.
Hashtags are great for search purposes and can help you track content entries. However, one thing you need to bear in mind is that hashtags are only useful when added within the descriptions or profile names. Additionally, hashtags are clickable and if you are trying to increase a reach of a pin, use should use simple or trending hashtags. When a similar hashtag is clicked your pin will show up in the search results. Hashtags are only effective if you use brand-specific hashtags.
Over time, Pinterest has proved to be a great source of referral traffic for websites because of its SEO strength. To get the maximum benefit from it, use descriptive names for your images and add descriptions with every Pin, along with the product URLs. Use the keywords that best describe your products. But avoid keyword stuffing. Using too many keywords can put people off, and reduce the engagement on your Pins. Create natural descriptions and image names with keywords where necessary.