Maximize the benefits of Pinterest for your e-commerce business. Here is a guide to help you develop a uniform approach to your pins. Is this media platform good for e-commerce? It may not be one of the most popular social media platforms for brand marketing. But don’t let its lack of popularity fool you—when used right. It can add immense value to your success.
Lookbook is different from other platforms and calls for a special approach; ad investment and a consistent posting schedule are just some of the steps you can take to create successful campaigns. In this article, we’ll discuss the best practices and tips you need to make the most of your Pinterest marketing efforts.
Is Pinterest good for e-commerce?
It’s important not to overextend yourself when starting a social media marketing plan. Is it worth joining Pinterest if you already have an Instagram, Facebook, or TikTok account? The answer is most likely yes. This social network offers customers easy suggestions.
So, it’s the go-to platform for those looking for new brands or product ideas. 80% of weekly users discover a new brand or product via Pinterest. And 55% of users get on the app to search for products. What’s more, shoppers with baskets on Pinterest have 85% bigger baskets than those on other platforms.
This social media platform is a must-have for e-commerce brands wanting to engage their audience. To test this out, a European DIY, gardening, and furniture marketplace brand tried its hand at engaging customers with Pinterest ads. “The results?” “6.6 million impressions and a 7.9% increase in sales.”
Uses of Pinterest for E-commerce
Pinterest is not only ideal for e-commerce. But it also has many other benefits. That makes it the perfect marketing platform for products seeking to increase their business success. This social media platform trade reveals that social media marketers rely on their platform to reach new and encourage conversions such as newsletter subscriptions, ticket sales, or product purchases. Here is why:
Pinterest Allows Omnichannel Marketing
Today’s buyers have a more difficult journey than ever before. Because of this, it’s essential to upgrade your customer touchpoints and be in the places where your target audience is to increase the likelihood of gaining them as clients.
This is where an omnichannel marketing plan comes into play, and with social networks, you can run an omnichannel approach. According to Pinterest, there’s a unique audience utilizing the app with one main objective in mind. With content marketing, you can access this demographic through visuals that will help them remember your brand for future purchases.
Image Search Capabilities
The growing occurrence of visual search has made Pinterest even more essential for e-commerce. Data reveals that 30% of American adults aged 34 and younger have already incorporated visual search into their shopping habits as of August 2022.
This social media mobile app has the Pinterest Lens feature. which is similar to Google Lens. But it provides more accurate results by drawing from an expansive image database. With marketing on social networks, you can get ahead of the curve with this rising trend and gain a competitive advantage.
An Ecosystem Built to Support Brands
Pinterest has put a lot of resources into creating an eCommerce-friendly environment. Giving confirmed sellers a “verified” trading tag sets the platform’s reliability. What’s more, Pinterest’s advertising products can assist brands in broadening their reach and achieving their objectives.
Advanced Pinterest
Analytics allows you to monitor your activities and customize them for greater success. Recently, Pinterest has also been trialing an in-app checkout function that allows customers to complete their purchases without exiting the app. All of these features come together to make a media platform an ideal place for trade growth.
A Conversion-Focused Audience
Nearly 9 out of 10 weekly Pinners turn to Pinterest for ideas as they consider making a purchase. This is why Pinners are seven times more likely to buy something that they’ve saved. Marketing through Pinterest is an effective way to reach these shoppers. Who are ready to convert and guide them through your sales funnel?
Pinterest Ecommerce Strategies
“All right, now that we have you excited about the e-commerce possibilities of Pinterest. Let’s help you get started on a social marketing operation with some tried and true best practices!”
Start with Creating a Business Account
Gaining access to all the tools of Pinterest marketing starts with creating a business account. It’s easy to do and provides access to merchant tools like Pinterest Analytics and ads. Make sure to include your business’s name, logo, and website address in your profile. You can only connect one website to your account, so choose the one you use for sales first.
Identify Your Pinterest Goals
When it comes to marketing, your Pinterest strategy should start with setting clear goals. Ask yourself: What do I want to gain from content marketing? Greater recognition of my brand? More revenue? Once you have your objectives in mind, it will be simpler to create a content plan and start pinning.
Create Outstanding Pins
Success on Pinterest—or any other social media channel—is all about having attention. It can be a bit difficult to stand out on this highly visual platform. So, make sure your pins look great by using attractive, in-brand colors. When creating image pins, use vertical images with a 2:3 aspect ratio to ensure they appear high quality and well-finished.
Link your pin to a landing page to drive traffic to your eCommerce store. Make sure it aligns with the content featured on the pin so users are satisfied. When writing titles and descriptions, use the maximum character allowance of 100 and 500, respectively. and include bullets for increased readability. Additionally, create video pins to keep your feed interactive. These should have strong clips that draw attention, as well as closed captions for those watching with the sound off.
When it comes to organic videos, the ideal length is between 15 seconds and a minute. While ads should be between six and fifteen seconds, according to Pinterest. Ensure that the video creatives you use are eye-catching – Cadbury achieved 134% higher engagement rates when they used stunning video creatives to increase brand awareness.
Additionally, pick a vibrant cover image for your video Pin that appropriately reflects what the video is about. Lastly, don’t forget to incorporate Idea Pins – similar to Pinterest stories. These multi-stage images offer a great way to engage and excitingly share ideas.
Build Organized Boards
It’s essential to stay organized when you start pinning. Group your content into clear boards. If you’re selling clothes, create a separate board for men, women, summer dresses, formal wear, etc. For a great example of well-defined boards, check out the All-recipes section!
Optimize Your Pins For SEO
Pinterest has seen a massive influx in traffic – around 945 million visits were reported to the website in May 2022. This traffic surge highlights important exposure opportunities. And their potential to multiply the traffic of your e-commerce store. To gain visibility on the platform, you will need to focus on Pinterest SEO.
To do this, use social media platforms’ guided search, Google AdWords, or Pinterest Ad Targeting to find relevant keywords. You can also find useful keywords by browsing relevant products or topics on Pinterest and studying how the Pins are organized into categories and sub-categories. Examining your competitors’ Pins may help uncover some effective keywords.
Incorporate them into Pin titles and descriptions, as well as board titles and descriptions, to raise your relevance with users’ searches. In addition to relevance, engagement is said to be a major factor in driving visibility, so do your best to build engagement for better exposure.
Stay Consistent with Publishing
Maintaining consistency is essential to achieving success with Pinterest. Establish a regular pinning schedule and stick to it for the best possible results. Brands have seen positive changes in their traffic once they increased their pinning frequency.
There isn’t an exact number of pins you should aim for, so begin with a manageable amount without compromising quality and gradually increase that number over time. Don’t post too little content otherwise, your prospects may be invited by competitors. Don’t post too much content either, or else you might overcome your audience – try to strike the right balance.
Keep Alternating Your Content
Keep your feed interesting by mixing up your posts. If your feed is filled with the same kind of content, your users may get bored. Promote informative content such as blogs, infographics, guides, product-related posts, and videos.
Invest In Pinterest Ads
Consider investing in Pinterest ads to kick-start your social network journey. Compared to other social media platforms, Pinterest ads are 2.3x more cost-effective and generate 2x higher return on ad spend (ROAS). Additionally, you can choose from a variety of ad formats. You can also target your ads using Pinterest’s extensive ad targeting capabilities.
Track Pinterest Analytics
To help brands, measure their marketing efforts against their goals. This marketing content offers a platform-native analytics tool – Pinterest Analytics. Utilize this tool to evaluate the effectiveness of your campaigns and guide your future marketing efforts based on metrics such as referral traffic, leads generated, engagement, etc.
Tips For Successful Pinterest Marketing
The best practices in the previous section should get you started on your Pinterest journey. Here are some additional tips to further improve your drive:
Ensure Consistent Branding
Nothing builds trust like consistent branding – and customers shop with brands they trust. It may be because of this that reliable branding has been shown to increase revenue by 33%. Keep this media profile consistent with your other social media profiles.
Stay Current with Trends
Brands that stick to the latest trends are rewarded on Pinterest, as with all social media. If your brand aligns with the trend, jump on it to demonstrate relevance and maximize exposure.
Use Rich Pins
Rich Pins pull information from your website so your users can discover everything they need to know about your Pins. You can use Rich Pins to drive user engagement and satisfaction. There are three types of Rich Pins. Identify the ones that are most relevant to your brand.
Follow And Engage with Other Accounts
To get engagement on Pinterest, you need to build your community by engaging with other relevant accounts. Engage with others on the platform by liking, commenting, and re-pinning posts from other accounts.
Final Words
There is a goldmine of e-commerce success waiting to be discovered on Pinterest. Create outstanding Pins and share them on your business accounts to maximize their potential. Ensure your content supports your audience’s preferences and is sent out regularly and frequently to stay top of mind. Optimize your content marketing strategy for continued growth by tracking your Pinterest analytics.
More resources:
- Here are nine examples of e-commerce content that will inspire your marketing efforts
- You Should Track These 7 Ecommerce Metrics Right Now
- The Definitive Guide to Ecommerce Marketing
