Facebook, Twitter, and Instagram and good social media platforms from dropshipping and ecommerce entrepreneurs to promote their brands. Pinterest is another platform that is often overlooked. This article gives tips on using Pinterest: why to use it, marketing tips, marketing ideas, and much more.
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Pinterest is a free social media platform that centers around images, sharing and buying. It has over 200 million users and over 100 billion Pins, and it is the #2 source of all referral traffic to the site. 93% of users use it to plan purchases, and the average resulting order value is $50, which is higher than any other social media source.
What is Pinterest?
Pinterest is a corkboard, moodboard, inspiration board; in other words, a digital planning platform for people to discover, share, and organize creative ideas from the web. It is available on mobile phones and computers.
Why use Pinterest:
There are many good reasons to use Pinterest for a business. Here are the top reasons why to use Pinterest.
1. To stay competitive: a lot of businesses use Pinterest: big and small brands, competitors, and potential customers.
2. To become more discoverable: Every Pin is linked directly back to the original source, so pins make a product and a brand more discoverable.
3. Engage with customers: provides an opportunity to engage with potential and current customers and gain invaluable insight into customers’ lives, likes, and loves.
4. For the love of SEO: Pinterest helps drive up Google’s rankings to make a brand more discoverable.
5. Helps build brand image: regularly appearing on followers’ homepages and creating boards that reflect brand identity builds and reinforces a brand’s image, as it tells customers what it’s about, visually.
6. Pinterest content lasts longer: While Facebook and Twitter posts come and go, but Pins are more permanent and do not face over time.
7. For inspiration: Pinterest users are looking for inspiration and to find and share ideas, so it’s a good potential for finding new brands, concepts, or products.
8. It’s free: Because Pinterest is free to use, brands can enjoy a significant organic reach through Pinterest advertising.
How to use Pinterest:
Boards are easy to create and are used to organize and categorize Pins. Boards gather pins in a logical and beautiful fashion, and can be divided up into sections for even more organization.
Pins are anything that users find on the web and save into their boards, including ideas, images, products, and recipes. Users can create Pins, and repin others’ Pins.
Users can follow other users and businesses to see what they pin, what boards they’re creating, and what they’re liking.
Users can discover what followers are doing and what they are interested in on the homepage and feed. Users can search keywords for inspiration, repin, and discover users that they want to follow.
Users click on Pins that take them directly to the blogs, product pages, and websites behind the Pin.
How to get started with Pinterest:
Step 1: Signing up
It’s easy to set up a new profile. On the signup page enter an email address, password, business name, website, and business category. It’s easy to change an existing account into a business account: simply click Convert your existing account button and complete the steps above.
Step 2: Creating a profile
Next create a profile under Settings. Upload a profile picture, complete the about you section, add a business location, and turn on notifications and connect to other social networks.
Step 3: Claim your website
This is an important step, as confirming a website allows seeing what others are pinning from the site. It also adds a website’s logo to Pins to maintain brand identity, and boosts the ranking of the website’s Pins in the search results.
For Shopify users: select the Add HTML tag option, copy the full meta tag, head over to Shopify admin > online store > themes. On the appropriate theme click actions > edit code, click on layout section, click theme.liquid, paste the full meta tag onto a blank line directly under opening <head> tag. Save.
Step 4: Create Boards
Before creating Boards and giving users the opportunity to find a brand and to follow it, a strategic plan is needed to successfully increase reach, followers, and sales.
Creating Pinterest marketing strategy:
This stands for Specific, Measurable, Achievable, Relevant, and Time-limited. Users should consider what they want to achieve when to achieve it by. Being specific gives a goal to aim for, focuses Pinterest marketing tools, and helps monitor and learn from successes.
Pinterest suggests 10-12 Pins per day in order to appear more often in a follower’s feed and search results. Time of day is also important. Peak time is between 8-11 pm on weekends.
Boards and Pins need to be relevant and inspiring. Arrange Boards not just by product line but by collections of Pins that will attract and motivate customers. Keep ahead of key seasonal dates and celebrations: start pinning occasion-related Pins at least 45 days in advance and continue adding right up to the event.
Cross-promote Pins on other social media channels to drive traffic and increase followers.
Follow the tips below to get marketing on the way.
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10 Pinterest marketing tips:
1. Get the Pin Button
The Pin/save button appears directly on a website’s page, which makes it easy for browsers to pin and share a link to their Boards. The button makes it simple for potential customers to engage with a brand, and gives the brand knowledge of who has pinned their content.
2. Add the Follow Button
The follow button informs people that a brand is a Pinner and directs them to the brand’s profile so they can follow the brand. Install this button wherever users are connecting with people: website, newsletters, emails, blogs, pop-ups.
3. Tell stories
Storytelling captures attention and makes an emotional connection, and people buy products based on emotion. Storytelling is a good way to trigger emotions, and stories have pictures, so Pinterest is a great way to tell stories. Users should create Boards that tell a story. Most users say that Pinterest helps them find ideas for everyday life. Insights help understand what stories appeal to audiences. Use this to create your boards.
Visuals make Pinterest and define a brand and tell a story, so images need to compel people to share them. Use high quality and the right size. Vertical pins take up more space and stand out more. Contrast with square images to make content eye-catching. Be sure images are mobile-friendly.
Pinterest provides these useful insights about what works with product photography:
- Lifestyle shots have 18% higher engagement
- Fashion works best when someone is wearing it
- Home decor photos stand out when the focus is on the product (rather than the person)
- Hair and beauty photos pop when photographed against a plain background
- DIY products work well when photographed in context
- Images on their own work as well as images with text overlay (Canva is great for this)
Since users are encouraged to link multiple Pins, consider taking different photos of the same item.
It’s all about the images, but words play an important part too, especially with SEO. Words are important for the Pinterest search function and for Google rankings. Plan well thought out keywords for each Pin and be sure to:
- Include keywords in Board/Pin titles, descriptions, and images
- Include prince in descriptions
- Have a clear and strong call to action for each Pin
- Include the URL
- Keep descriptions to a manageable length, while setting the scene and captivating and enticing
- Add # to appear in the #feed
6. Engage with users
Getting people to engage with a brand requires engaging with them. There are many opportunities to do so:
- Respond to messages promptly
- Thank people for pinning content
- Follow followers and like their Pins
- Follow competitors to see what they’re up to
This provides positive interaction with customers and valuable insight into what they like, what they’re interested, and what they’re using the products for. This information can further fuel a Pinterest marketing strategy.
Another great way is to invite followers to collaborate on a Board, allowing them to pin content. In a Board, click on the plus icon to invite people to contribute.
7. Pinterest ads
Pinterest ads give Pins more exposure. Users can create targeted Pinterest Ads to build awareness, drive consideration, and grow sales. This is done through the Pinterest Ads Manager. Pick a pin, create a goal, decide the target audience, set a bid, pay for results, track what’s working and alter tactics accordingly. There are five different Pinterest Ads Manager campaigns:
- Traffic: send people from Pinterest Ads to a website (pay per click)
- Awareness: bring Pinterest Ads in front of new people (pay per 1,000 impressions)
- Video awareness: using video Pins
- Engagement: encourage users to engage with Pinterest Ads (pay per click, save or closeup)
- App: getting more app installs (pay per click or install)
8. Rich Pins
Like normal pins but with extra detail such as real-time pricing, stock availability, and logo. It helps users find and recognize a brand and be more compelled to click. Shopify users are already set up to use them.
9. Buyable Pins
Pinterest Pins that allow users to click on the blue buy button and buy a product without leaving the app or website. All products pinned from a Shopify store automatically become Buyable Pins.
10. Content curation
To add variety to a Board, curate content from other brands and people. It also enables users to pin more regularly. Connect with bloggers and Pinfluencers and ask them to create guest Boards to grow network and reach a wider audience.
Some great apps for selling on Shopify are:
Social Media Stream: insert a live Pinterest stream feed onto a Shopify website to customers can see what is being pinned.
Outfy Social Media Promotion: automated Pinterest posting, linking product collections with a Pinterest Board.
Social Autopilot: automatically pins products to Boards
Pinterest Analytics and Pinterest Ads Manager
None of this will work unless it is being tracked. Analyzing Pinterest marketing and Ads performance is important. Pinterest Analytics and Pinterest Ad Manager provide information about Pins with highest clicks, impressions and repins, highest search ranking Pins, and what people are pinning about a brand. It also provides information about demographics and more. This information can be used to understand what is being done right and test what to do better. Make sure what is being done on Pinterest and what is being spent on Pinterest Ads is working for the brand, and if not, alter the tips above.
Dropshippers and ecommerce entrepreneurs are responsible for marketing, and like all social media, Pinterest and Pinterest Ads require understanding, effort, and time. Remember, 93% of pinners use Pinterest to plan purchases, so get on Pinterest!