Have you dreamed about Pinterest transforming your business into a traffic-generating sales machine?
Yet, despite your best attempts, does Pinterest remain a mystery to you?
If so, you’ve come to the right place.
Pinterest is unique among the social networks.
According to Shareaholic, Pinterest drives four times the referral traffic of Twitter, Google+, and LinkedIn combined. The engagement on Pinterest is a lot further reaching, too.
That means that a pin reaches 50% of its potential clicks after 3.5 months, and keeps bringing engagement for seven months!
And you don’t even need to have a single follower to get free traffic to your site.
In this post we’ll discuss how to sell on Pinterest, with a focus on how to create a Pinterest business page and how to advertise on Pinterest.
We’ll also sprinkle in Pinterest marketing tips to complete your Pinterest marketing strategy.
Here’s a quick summary what we are tackling in this article:
Now then, let’s talk about how to use Pinterest for eCommerce and acquire new customers.
Besides the fact that it’s massive, with more than 150 million active users, Pinterest also has a lot more going for it.
Just check out these impressive stats:
Need more convincing? Gabriela Parada, the Social Media Manager at Adore Me, had this to say about Pinterest:
“It’s not uncommon for our CPA (cost per acquisition) on Pinterest to be 10-50% lower than it is on other advertising channels at any given time.”
That’s not all!
Adore Me increased their revenue by 4,000% using Pinterest, and found that customers acquired through Pinterest spent 20% more than customers from other channels.
Integrate Pinterest into your social media strategy to expose your brand to such a high-intent audience.
Creating a Pinterest business page is not difficult, but it may take some time for Pinterest to approve your account.
Here’s how to create a Pinterest business page in two easy steps:
The process really is that easy, and sometimes Pinterest will approve your account almost instantaneously!
Pro Tip: You can also install the Pinterest save button next to images on your website that you want people to save to their boards.
Now comes the fun part.
Once you’ve created an account, it’s time to start saving.
You can save anything, really, as long as it’s related to what you do.
For example, if you’re a pet store, start a “cute cats” board, a “fluffy puppy” board, and an “awesome pet supplies” board — which is an effective way to showcase your products, hint hint.
When creating a board, we recommend starting off with at least 20-30 pins to show that you are actively updating them. So if you aren’t quite there yet, get saving!
Saving everything in your store is the easiest way to get everyone to hate you on Pinterest. Seriously, people aren’t there to browse your entire store inventory – they’re looking to find cool, interesting, funny and unique ideas.
Here’s my best advice: Ask yourself, “Would I find this interesting if I saw it on Pinterest?”
You’re probably wondering: How much does advertising on Pinterest cost?
Penna Powers ran a few tests to find out. Using Pinterest’s initial CPM and CPC benchmarks of $30-$40 and $0.50-$1.50, respectively, they launched their own campaigns with these results:
Website Click Campaign
Keep in mind, your advertising costs on Pinterest will vary. Start with a lower budget, around $30-$40 to test things out, then scale what works and cut out what doesn’t.
If you’re ready to advertise on Pinterest, check out this guide to Promoted Pins.
Create a few boards around your business and start saving.
Selling on Pinterest is impossible without content, so make at least five Pinterest boards, with 20-30 pins on each board.
If you haven’t already done so, syncing Pinterest with your online store is the easiest way to create buyable pins.
Here’s a guide for each platform, depending on which one you’re using:
Buyable pins are a way to use Pinterest to sell your products. They are pins with a buy button that allows Pinterest users to purchase your products right from the pin.
When a user clicks the Pinterest buy button, it takes them directly to a checkout page within Pinterest.
Note: If they click the pin image, it will take them to the product page on your website.
Here’s the kicker: Pinterest doesn’t take a cut from your profits (not yet, anyway)!
Buyable pins are an easy way to grow your online store. Unfortunately, not everyone is allowed access to the buy button, which is why your first step is creating awesome pin boards.
Pinterest wants the buying experience to be excellent, so they’re very picky about who they let in.
“Best products” is a term open to interpretation.
It could be your best selling products as shown above by Gourmet Display’s board titled, “Top 40 Best Sellers,” but it could also be your favorite or most unique products.
Whatever you do, don’t save all of your products. You want to use Pinterest to tease your buyers, then direct them to your store for the fully-fledged shopping experience.
This might surprise you, but a study on more than 500,000 pins found that, on average, pins without faces received 23% more saves than those with faces.
More than 80% of all orders on Pinterest come from mobile devices. If your store isn’t built to handle mobile, you’re going to miss out on almost all of your potential Pinterest traffic.
Just like marketing on Instagram, marketing on Pinterest requires amazing photos. Without them, people are much less likely to click or save.
Pro Tip: The optimal size for a pin is 735×1102. You can use a tool like Canva to easily create awesome Pinterest images for free.
If you want great photos without spending a fortune, you can check out Shopify’s guide to thrifty product photography.
User-generated content is content created by your customers around your brand and products, often in the form of customer photos, ratings, reviews, and testimonials.
Lululemon tapped into their customers’ lifestyle with the #thesweatlife campaign. This is just one of 8 inspiring user-generated content examples we’ve been impressed by at Yotpo.
While this particular word-of-mouth advertising campaign was specific to Twitter and Instagram, you can create UGC campaigns on Pinterest, too.
Here are a few tips to do just that:
With 150 million users, Pinterest is one of the best ways for you to attract free traffic to your site and increase sales.
What are your favorite ways to promote your business on Pinterest? I’d love to learn from you in the comments below.
Schedule a demo with one of our marketing consultants to learn how Yotpo generates reviews and turns them into sales.
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