- Social Media

Pinterest for eCommerce Branding

If you believe Facebook marketing is the only way forward, then its time you rethink. There are more alternatives to Facebook, with no doubts. Certainly, Pinterest marketing is a great way forward. In case you are not using Pinterest marketing, then you are missing out key opportunities to reach customers. You sure are going to find your target audience over here.

If you still aren’t convinced Pinterest marketing could be a game changer to your business, then let us look at few infographics.

Pinterest has over 200 million monthly users, which is a significant number amongst most popular social media platforms.

Did you know, over 67% look at Pinterest content while in stores and 55% use Pinterest to shop? This number is much higher as compared to other popular social media channels. 84% believe Pinterest helps them learn new things.

Pinterest is equally popular among men as well as women where 1 in 2 millennials use Pinterest.  Almost 75% of Facebook users are accessible over Pinterest.

While these facts hold true, there are 68% US women who are active over Pinterest and 40% of new users are men.  What’s more, Pinterest is the second popular social media channel after Facebook.

More than two-thirds of users admit having discovered a new product or brand in Pinterest. 93% users use their network to plan a purchase. 80% of Pinterest users access Pinterest through their mobile phones.

These infographics and demographic details certainly reveal that Pinterest marketing can be a gold mine if used in the right manner. This has the ability to attract a larger crowd and can be used as a powerful marketing technique.

Before we get into how Pinterest marketing can be used more effectively, let’s take a glance on how Pinterest works.

Pinterest for Business:

Pinterest, in the simplest explanation, is a dashboard where you can pin things or important events. Imagine this to be like a scrapbook or a bulletin board.

Below are few terminologies you may constantly come across while speaking about Pinterest.

  • Pins: A pin is an image or video that the user chooses to save to Pinterest. For Pinterest marketing and businesses, more than the image the embedded link is important. Every pin is linked to an original source. This also means Pinterest can be a great source of referral traffic.
  • Boards: Pinterest is commonly referred to as Pinners. These users have over 100 billion pins. To keep this organized, the users segregate their pins into a collection called as Boards. Pinners can either follow your entire account or just specific boards of their interest.

  • Feed: A Pinterest feed is just like a feed on any other social networking site. It’s a collection of links and content from boards and users that the Pinner has followed.

With Pinterest, you can create either a personal or a business account, which is one of the key highlights. So, if you are planning to use Pinterest marketing exclusively create a business account rather than creating a personal account.

Business Pinterest has a few added features such as analytics and Pinterest advertising. In case you have a personal account then at any point in time you can convert the same to a business account. All you need is to fill in additional details and accept business-specific terms and conditions.

Starting a business account is straightforward. Below are the steps you need to follow to create a Pinterest Business account.

  • Go to Pinterest for the business official web page and click on Join as Business.
  • Enter basic details such as Name, email address, password, business name, website and category of business.
  • Read the terms and conditions and click to create an account.

Finally, login to your Pinterest account and complete the profile. Add a profile image, add a description about

Pinterest also allows you to connect other accounts such as Facebook, Instagram to the Pinterest account. Once you have completed the signup, Pinterest would provide you with a few basic tips to create great pins as shown below.

The help is available in the form of-

  • Pinstitute – These are an interactive workshop to connect with Pinners and ensure you get bigger returns from Pinterest
  • Also contains help in the form of webinars, tutorials for business

Now, that we have seen basics about Pinterest, let us quickly check how to become a great e-commerce brand with Pinterest marketing.

Profile Building: Building a strong and appealing profile is one of the keys to Pinterest marketing. As the first step, choose the most relevant category. This helps in building a community of similar businesses and interests.

Images speak a lot about your brand. Add a relevant theme and profile image which can put across what your brand is best at.

Below is an example which has an appealing background theme set along with the profile image which is very relevant.

Additionally, you can see an SEO enhanced lucid description about the service which is provided.

Not only does this make the Pinterest profile interesting but is also SEO friendly.

 

With no second thoughts, images play a very vital role in Pinterest marketing. Clear, high resolution, professional, visually appealing, lighter images are pinned 20 times more. Images without faces get 23% more pins.

Infographics for Pins: Infographics is widely used in Pinterest. This not only looks visually appealing but makes the context clear.

Below is an example where the pin speaks about Tie and has infographics representing how you can effectively wear a tie.

These infographics should be relevant and at the same time well-built. Too many infographics is also not a great idea. So it’s a matter of having the right blend of infographics.

Courtesy: venngage.com

Infographics are used in most of the business domains as shown below.

Courtesy: venngage.com

Similarly, funny infographics have had most popular and have gained most reactions.

Courtesy: venngage.com

Pin Optimization: The pins you create should be optimized so that it can leverage your business and outreach the target audience.

Based on target audience habits there are certain times during the day which are considered as most conducive for adding your post. Pinning late at night, post 8 PM gives a high success rate.

Best time to post dusting day is between 2 PM to 4 PM EST. Similarly, best time post during the night is between 8 PM to 1 AM EST.

The second key point to note is adding the right description for each pin. Research on similar pins before writing a conclusive description. Writing an eye-catching description is an art. Adding an image as well as text description is in most cases recommended.

A call to action pin description sees an 80% more engagement. Most of the pins tend to add this. One such example is as shown below-

DIYs, guides, tutorials, and recipes see 42% higher click rates. Similarly, your pin should be relevant to the current trend. Pins related to trending topics see an average of 94% increase in click rates.

Analytics: With no doubts, SEO and analytics contribute the highest when it comes to Pinterest marketing success. So here it is. Pinterest has inbuilt analytics support. So if you visit https://analytics.pinterest.com/, you would get the complete dump about your pin performance.

The latest version of Pinterest also provides audience insights report. This gives you details such as which category or products interest users. This also includes analytics over age, gender, location, and device.

You can create a campaign easily using Pinterest.

The report also specifies comparative behavior amongst the Pinterest audience.

Pinterest has inbuilt analytics which should be used effectively to get customer behavior insights.

Rich Pins: Rich pins can do wonders to the number of clicks you get. But before that one needs to understand what exactly categorizes as rich Rich pins provide more information about an idea. These are of 4 types –

  1. App – These Pins show an install button so people can download your app without leaving Pinterest. For now, app Pins are only compatible with iOS
  2. Product – Product Pins make shopping easier. They include real-time pricing, availability, and info on where to buy your product.
  3. Recipe – Recipe Pins get cooks excited with all the right info: ingredients, cooking times and serving sizes.
  4. Article – Article Pins help Pinners save stories that matter to them. Each article Pin shows a headline, author and story description.

Brands using rich pins have noticed an 82% increase in their repin hits. Several big brands use rich pins. Rich pins are considered to have valuable and traffic generating information. This is one of the best ways to enhance Pinterest marketing.

Other variations of rich pins also include movies, places with its own fully loaded features. With rich pins, you get live updated information. The real-time information automatically gets updated which in turn drives more traffic.

One such example is as shown below, where it displays the number currently available in stock.

Articles pins are also valuable. This promotes your blog post and directs users to your blog. Article pins have a larger title with brands logo, description and a call to action.

 

A rich pin can be added through the Pinterest page for rich pins specified in Pinterest. This requires few technical details and in case you are not tech savvy, then you may need little help over here.

You can choose the rich pin type, add the appropriate meta tag, validate the rich pin and apply them to get it approved. Once the rich pins have been approved, it will be available to everyone over Pinterest.

Rich pins are a great way to be active over the social media world and help you enhance your business. A lot of big companies such as Apple, P&G use rich pins. In case you are a small upcoming company, then using rich pins can be beneficial.

Diversify the content: Pins need to be interesting, however, if one trick works do not create all your pins in the same manner. Static pins over a period tend to fade away. There are chances you may lose your followers.

Diversity plays a key role while deciding if someone wants to follow your content. So have multiple boards which speak about various topics.

Nike has diverse boards which not only speaks about shoes but also a dedicated section which speaks about motivation.

Use Direct Links: Rich pins are good; however, they may not work everywhere. So here is where direct links come handy. Every pin you create need to have a motive and should be directly linked to your brand.

This increases the user’s chances of finding your site, rather than the user searching. Any post, the image can be directly linked to your brand.

Here is a classic example which has a direct link as well as a link embedded in the image. This includes a good description to add on.

Trends: Placement of your pins and boards is very important. Place the most important boards on the top so that these are noticeable. This enables users to see your best board and increases customer engagement.

Keep your pins seasonal and relevant. Make use of an opportunity such as holiday, seasons and events. More specific boards add more relevance. This creates a great sense of urgency and encourages users to engage with your brand. For instance, during Christmas, create a Christmas specific board and add relevant images. Ensure to change your pinning trends based on the season.

Using Pinterest analytics, you can check the performance of your pin during an event or holiday.

Create a board specifically for blogs. In case you have rich pins, then add them at the very top. This naturally will help in attracting more traffic.

Develop a community: Follow like-minded Pinterest users. Following other Pinterest users is another tactic that can help you grow your own hits.

When you follow someone, Pinterest will send an email notification informing the user know that they have a new follower. In case people find your pin interesting then they will follow you back.

You can use the Pinterest search to find people who have created boards like your topic. So, in case you search for kitchen ideas, then you would find all relevant boards.

By clicking on each board, you can check on followers and then by clicking on each follower you can follow them. Following a good number of similar minded people is always beneficial. First, you understand what content is more popular and trending. At the same time finding content to re-pin also becomes easier if you are following other users that pin similar images.

Find Keywords: Optimizing your board is an on-going activity. You can search for boards, pins, and users using the Pinterest search option. So, ranking well over here for keywords can help in increasing your chances of being found

Many Pinterest marketing experts believe optimizing Pinterest is much easier than SEO for Google. This mostly involves searching for keywords and incorporating that keyword in your boards and pins.

While Google Keyword Planner can help, you can search most of the keywords easily on Pinterest. One such example is as shown below-

From here you can get good target keywords as well as ideas. For these searches that appear check the number of followers. If it has a good ranking and a good number of followers then you may want to target the exact same keyword phrase.

You don’t have to go crazy over keywords for your pins. Rankings for pins can change daily and most of the search traffic from pins will often come from long tail keywords.

Pinterest tries to keep pins fresh based on what is popular and getting re-pinned. But you should still try to incorporate some keywords from time to time so that your pins have a chance of coming up for pin searches.

Engagement: If people are pinning images from your boards, then Pinterest will rank those boards higher. You don’t have to add new pins to every board every day, but try to pin new images to boards regularly.

One common mistake that people make on Pinterest is only pinning their own stuff. Be sure to take the time to follow other pinners and pin images from other people that your audience might be interested in.

Identify your target audience and focus on creating a useful resource for them by creating boards that they will find interesting. Update those boards with regular content. Taking this approach will help in improving the value of Pinterest marketing.

CONCLUSION: Pinterest marketing may not be as popular as Facebook; however, it has a powerful market presence. Pinterest marketing using the right techniques can do wonders to your business. To add on Pinterest analytics helps in understanding deep customer insights and market trends. You can create a great e-commerce brand using the right Pinterest marketing techniques.


Archana Mohan is the Co-Founder for Rapportrix, an online resource center for e-commerce professionals. She covers topics such as building portals, digital marketing, operations that are essential for the success of e-commerce owners.

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