Pinterest isn’t just a place to plan out your imaginary wedding or dream wardrobe. Yes, it is great for those purposes, but it is also proving to be one of the most effective sales channels for B2C companies.
Since launching in 2008, the visual social network has grown to over 110 million monthly active users. But, what is perhaps more impressive is the way in which users interact with Pinterest content. It is different from any other social channel.
For instance, the lifespan of a pin is a thousand times longer than a Facebook or Twitter post. One study found that many businesses see the peak of their engagement as much as 3 months after it was originally pinned. But, it still shows up in search results and can accrue traffic years after it was first shared.
In a recent Shopify survey, 87% of Pinterest users say they have purchased products that they discovered on the social network. Several B2C companies have boosted their sales and website traffic when they added Pinterest to their marketing strategy. But, like any other social channel, there are marketing tricks that you should know to increase your chances of success.
Show More, Tell Less
Pinterest is all about visuals, but what makes a great pin? Make sure that your photos are well-lit and clear. Infographics and how-to guides with images and short text can garner a lot of engagement. However, make sure to keep your visuals clean and eliminate clutter. Focus on a few points that you want to convey to your followers.
Over half of all e-commerce traffic originates from mobile devices, and 80% of Pinterest traffic comes from mobile. When pinning images to Pinterest, you must make sure that they are visually appealing and clear on both mobile and desktop views. An important note to consider is the Pinterest recommended aspect ratio, which is 2:3 (600px wide X 900px high).
Expand your reach by using more than one product in a photo. You could do this by creating a themed collage. For instance, Lululemon is one of the top brands on Pinterest. They often market their athletic apparel around a theme or a particular activity like yoga or running. Instead of pinning a pair of yoga pants, they may pin: “How To Do 3 Basic Yoga Poses” with a model who is wearing the products.
Again, make sure that you don’t clutter your images. Pinterest says that four products is the ideal number, but a few more can work if you do it with careful design.
Pinterest Is Ideas, Not Inventory
Yes, you should share your products on Pinterest. However, the pinning site is not intended to serve as an poorly crafted online inventory, where you throw up your products with uninspiring descriptions or with no description at all. When used as such, it will diminish the quality and effectiveness of your marketing efforts. Instead, you should think of it as a place for inspiration and aspiration.
If you are a B2C company that sells home and kitchen appliances, don’t share an image of your new designer set of dishes or high-speed blender. Instead, share a dinner recipe or a list of easy-to-make juice recipes. Users engage with Pinterest content that adds value, piques their interest, tells a story and gives them creative ideas.
Partner With DIY Bloggers And Influencers
DIY bloggers have some of the most active and large followings on Pinterest. Incorporating influencer marketing tactics into your Pinterest strategy can increase trust in your brand and even generate leads. There are several ways that you can partner with the DIY blogging community. Some of the most common are:
● Sponsored Posts - You pay bloggers to create content pieces and DIYs based on your product. This may also be in the form of a Pinterest widget or ad that they place on their blog or website. (Make sure that it is transparent and clear that it is paid.)
● Product Reviews - Send bloggers samples and ask them to review it honestly.
● Contests and Giveaways - Partnering with a blogger in a contest or giveaway is often beneficial to both, because it can increase audience engagement.
Pinterest contests are also an effective way to engage with your own followers and get user-generated content. The fashion brand ModCloth, which has over 2 million followers, has nailed the art of the Pinterest contest. Their Something ModCloth, Something You contest asked users to create wedding themed boards with 20 specific pins. They required the usage of #modcloth and #wedding in the pins, which organically boosted their search rankings for those keywords.
Know Your Buttons And Pins
For B2C companies, there are a wide range of Pinterest buttons, pins and widgets at your disposal. Figuring out which ones you should use in your marketing strategy can be overwhelming for some, which is why many businesses will partner with a marketing agency to help manage it all. But, these are the basics that companies need to know.
Adding Save buttons (formerly known as Pin buttons) to the images on your website allows users to seamlessly “bookmark” items that they like and share those with their Pinterest network.
Add the Pinterest widget to your website. If you are unfamiliar with it, the widget will show a preview of your Pinterest content and link to your channel. Look for opportunities to add Pinterest widgets or social button. Including a button on other channels will inform your audience that you're on Pinterest and make it easy to find.
Combine it with Pinterest analytics to see which items are shared (pinned or repinned) the most. The data can help you plan future inventory and marketing content or give you insights into your customer demographic and behaviors.
Since Pinterest partnered with ecommerce platforms, users can buy products directly through the pinning site. With buyable pins, your posts have product prices and a call-to-action in the form of a blue buy button. If your site uses Shopify, BigCommerce, Demandware, or Magento, you can take advantage of buyable pins.
Rich pins are like regular pins on steroids. Instead of just an image and brief description, rich pins allow businesses to include more detailed and valuable information that is pulled directly from their website.
The main benefit is SEO, and also the fact that there is no need to manually update website changes to Pinterest. Rich pins have automatic updating.
There are 6 types of rich pins to consider:
● Product Pins
● Article Pins
● Movie Pins
● App Pins
● Recipe Pins
● Place Pins
Integrating them into your website holds significant benefits, but can be a bit technical, so you may want to have some assistance.
Promoted Pins are Pinterest’s version of Facebook Boosted Posts and Twitter Ads. Businesses advertise or pay to boost the reach of their post. When pins show up in user feeds, they are seamless and look only slightly different from regular pins.
Have questions on adding widgets to your site, creating shareable images or other Pinterest marketing secrets? Chat with us. There is a lot that goes into successful Pinterest marketing. For B2C companies, the payoff is worth the effort. But, as business owners ourselves, we know that it can get a little confusing and be a heavy load to manage on your own.
Contact 10twelve to learn more.