It’s not just what you pin, it’s how you pin.
Social media is a fantastic way to grow eCommerce traffic. Developing Pinterest marketing strategies for eCommerce requires more than simple marketing savvy because Pinterest, like other platforms, has its own internal rhythm and logic that make some pins more successful than others.
For example, one Hubspot study showed that while best time to post on Facebook is between 1-4pm, the best time for pinning is Saturday afternoon. While Facebook ads and Twitter posts have strict word limits, Pinterest high character count makes your post easier for users to find via the search function.
A lot of eCommerce marketers get caught up in the visual minutiae of crafting the perfect pin while ignoring additional layers of content opportunity.
If you’ve been diligently pinning to cleverly named Pinterest boards and implementing popular hashtags, you’re off to a good start. But you may still be making mistakes that are hurting your overall Pinterest eCommerce marketing.
Considering that statistics show that Pinterest shoppers spend almost twice as much as Facebook shoppers, you simply can’t afford to miss out on the opportunity that pinning smartly provides. This guide will cover tips on how to create multi-dimensional pins which are more likely to be found, shared, and lead to customer conversions.
1. Dynamic Marketing for Pinterest: Enrich Your Pins
There’s a lot more that you can do with Pinterest than simply posting your own products, but that doesn’t mean you should neglect pinning your products! Use “Rich Pins” to make it clear that your pins are products for sale.
A rich pin draws admirers of your products to the next step in the funnel by immediately providing actionable purchasing information such as up-to-date pricing and information on where to purchase your products.
2. Go above a simple pin
You’ve got your pins up, they look great, people are sharing them, and you feel pretty good! This is a great beginning, but there are many more layers to Pinterest’s potential than the simple pin.
- Use rich pins to embed more useful content in the pin itself.
- Integrate gamification to boost loyalty and engagement
- Run contests such as “pin it to win it” in order to promote more shares for your pins.
- Research hashtag best practices for your industry as well as moment-to-moment trending hashtags and use them to garner more views on your pins.
Take these steps to boost the results your pins are getting so you can get the most out of each and every pin. After all, Tech Crunch reported that in one study, it was found each pin delivers 6 pageviews and more than 10 repins. If you’re not harnessing that viral potential, you’re missing out.
3. Stop making assumptions about your demographics
Everyone knows that Pinterest is for women, right?
Not quite, actually.
Yes, Pinterest is currently dominated by women, but with one third of new signups coming from men and a 50/50 split being exhibited in emerging markets, according to TechCrunch, that’s poised to change.
Don’t assume that only women are seeing your pins, craft pins to draw in everybody and you’re likely to see a better return.
4. Invest in promoting yourself
Pinterest data shows that promoted pins get a 30% bump in earned media during the campaign and a 5% bump even after the campaign ended. Remember, once somebody pins your content to their board, it’s there forever, it doesn’t disappear into the depths of a newsfeed like on Facebook.
While there’s a lot of guides out there on best practices to crafting the perfect pin, that’s really just the first step to effective eCommerce marketing on Pinterest.
Pinterest is an avenue in which creative use of the platform is rewarded. This is one of the few social media platforms with a balanced visual/verbal opportunity. Large amounts of text, including overlays on pictures, are rewarded, not punished.
Unique visual elements are encouraged and even necessary to stand out in a sea of pictures. You should be creating images which both catch the user’s eye and instantly indicate the content behind it.
Having such flexibility shouldn’t be taken for granted! Use these tips to boost your Pinterest presence and to make sure that your products get seen by potential customers.
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