One of the least used and least popular social media channels for brand marketing is Pinterest.
The lack of popularity, though, is not a result of untapped potential.
When used properly, Pinterest may significantly boost the success of eCommerce brands.
Although Pinterest has enormous potential, it also has its own set of rules. It differs from other social media platforms and calls for a special strategy to succeed.
You’ll find some best practices and advice on creating effective Pinterest marketing campaigns in this article, from spending money on Pinterest ads to creating a regular posting schedule.
However, let’s first discuss whether Pinterest is effective for e-commerce before moving on.
Is Pinterest Effective For Online Shopping?
“Don’t overextend yourself!”
This is a common piece of advice given to online retailers beginning their social media marketing. And it is wise counsel.
So, if you already have a Facebook, Instagram, or TikTok account, is it worthwhile to sign up for Pinterest?
Yes, for the most part.
Compared to all other social media sites, Pinterest offers the most potential for online purchasing.
The platform provides direct, straightforward recommendations. Because of this, shoppers who want to find new products or product inspiration frequently turn to Pinterest.
80% of regular Pinterest users have found a new company or item there.
55% of Pinterest users only use the app to look for products.
More significantly, buyers on Pinterest have baskets that are 85% larger than those on other sites.
These statistics all point to one and the same thing.
Pinterest is useful for more than simply e-commerce. Any e-commerce company trying to engage its audience should not miss it.
Convinced of the advantages Pinterest gives an eCommerce company, a European DIY, gardening, and furniture marketplace brand jumped on the site and attempted to engage an audience from a new market using the platform’s ad solutions.
Their customer outreach initiatives generated 6.6 million impressions and increased sales by 7.9%.
Why Should E-commerce Use Pinterest?
Pinterest is the ideal marketing tool for companies aiming to promote eCommerce growth in addition to being advantageous for eCommerce.
This is why:q
Pinterest enables cross-channel advertising
The purchasing process for today’s customers is more intricate than ever.
To maximize your chances of converting your audience into a customer, multiply your consumer touchpoints and be present where they are.
This is assisted by an omnichannel marketing approach, and Pinterest facilitates the execution of an omnichannel campaign.
A distinctive audience that uses the app with a specific objective can be found on Pinterest.
By using the type of material that this demographic prefers most—engaging visuals—Pinterest marketing introduces your business to them. This aids consumers in remembering brands so they will eventually use them when shopping.
Image Search Features
The value of Pinterest for eCommerce has expanded with the growth of visual search.
As of August 2022, 30% of American people (34 and under) had used visual search when shopping.
Users of the Pinterest mobile app can conduct visual searches using the Pinterest Lens function. This is comparable to Google Lens, but Pinterest produces superior results because of its larger image database.
Marketing on Pinterest enables you to get a head start on the competition by capitalizing on the growing visual search trend.
An Environment Designed To Support Brands
Pinterest has made significant investments in creating an ecosystem that supports e-commerce.
It increases the legitimacy of the business by displaying a verified merchant tag on verified dealers.
The site also offers top-notch ad items that can aid firms in expanding their reach and achieving their objectives.
You can monitor your progress and improve your efforts with the use of advanced Pinterest analytics.
Recently, Pinterest has also been experimenting with a feature that would allow customers to finish their purchases without leaving the app.
Together, these elements make Pinterest a favorable environment for eCommerce development.
An Audience Focused on Conversions
89% of people who pin regularly use Pinterest as inspiration before making a purchase. This may be the reason why Pinners are 7 times more inclined to purchase items they have bookmarked.
Reaching these conversion-ready customers and getting them to tumb
le down your sales funnel is made easier with Pinterest marketing.
Ecommerce Pinterest Strategy
Let’s assist you to put up a Pinterest marketing campaign using some tried-and-true best practices now that we’ve got you fired up about Pinterest and its possibilities for eCommerce:
Create a business account, to begin with.
To begin using Pinterest for marketing purposes, you must first register a company account, which is simple to do.
You can use the platform’s merchant capabilities, such as Pinterest Analytics and advertisements if you have a business account on Pinterest.
Include all pertinent company information in your profile, such as your company name, logo, and website address.
On Pinterest, you can only connect to one website. Ideally, pick the one where you generate sales.
Determine Your Pinterest Objectives
Your Pinterest approach will be determined by a set of goals, just like any other marketing plan.
Consider: What do you hope to accomplish with Pinterest? greater brand recognition? higher sales?
It will be simpler for you to develop your content strategy and begin pinning once you have determined your goals.
Make Exceptional Pins
Attention is the key to success on Pinterest, or any other social media network, for that matter.
Pinterest has a lot of images, in contrast to other social media sites. As a result, it could be more difficult to stand out with average Pins.
Create visually appealing, brand-consistent Pins in vibrant colors to make them stand out in the ever-expanding Pinterest throng.
To ensure that your picture Pins look complete and of great quality, only use vertical images with a 2:3 aspect ratio.
If you want to increase traffic to your online store, think about linking the pin to a landing page. To increase customer satisfaction, make sure the content of the landing page matches what is displayed on the pin.
For your Pins, create compelling titles and descriptions. Pinterest permits titles of up to 100 characters and descriptions of up to 500 characters. Create captivating and optimized titles and descriptions in this area to increase clicks and engagement.
When writing descriptions, try to use bullets to make the text easier to read. Nobody enjoys reading long passages of text, especially when browsing Pinterest.
Create video Pins as well to keep your followers interested and prevent your feed from looking boring.
Start your video Pin with a compelling hook that grabs and holds viewers’ attention and incorporates closed captions for those who are watching on mute.
According to Pinterest, the ideal length for organic videos is between 15 and 60 seconds, and for advertising, it is between 6 and 15 seconds. Maintain these parameters for your videos.
Also important are the video creatives. Visually appealing video content can be quite effective. Through stunning video creatives, Cadbury was able to increase interaction rates by 134% while seeking to promote brand awareness for its new products.
Choose a compelling cover photo for your video. a pin describing the topic of the video to the audience.
Last but not least, use Idea Pins.
Similar to Pinterest tales are idea pins. They are known as multi-stage canvases on Pinterest. Idea Pins are a fantastic approach to captivating your audience and communicating ideas.
Create Well-Ordered Boards
It’s important to maintain the organization as you start pinning.
Sort out your stuff into clear boards.
For each of your product categories, you may set up a separate board. If you offer to clothe, for instance, you may set up distinct boards for men, women, summer dresses, formal wear, etc.
See for yourself how Allrecipes has categorized all of its recipes into clear boards:
Optimize Your Pins For SEO
Pinterest gets, and drives, tremendous traffic. 945 million visitors to Pinterest.com were recorded in May 2022.
The enormous traffic that Pinterest is receiving not only emphasizes exposure potential but also underlines its capacity to increase visitors to your e-commerce site.
However, you must first become visible on the platform. And you’ll need SEO for that.
The SEO on Pinterest is fairly easy. Identify the pertinent keyword terms. Google AdWords, Pinterest Ad targeting, and guided search on Pinterest are all options for doing this.
After Brexit, our European neighbors simply say: “Nein, thanks.”
Additionally, you can find relevant products or themes on Pinterest and find useful keywords by browsing the Pins’ categories and subcategories.
To make your Pin titles and descriptions and board titles and descriptions more relevant to people’s searches, utilize these keywords.
Engagement is also thought to increase visibility in addition to relevance. So, work on increasing engagement to gain more exposure.
Continue Your Publishing Routine
As cliché as it may sound, Pinterest’s success is largely due to its constancy.
Create a schedule for pinning and follow it.
Brands’ traffic has increased as a result of increasing their frequency of pinning.
There is no magic number you must reach. Start small and work your way up by adding as many Pins as you can manage without sacrificing quality.
Just watch your content postings—don’t post too little. Your prospects might go to a rival. Additionally, avoid posting too frequently so as not to exhaust your viewers.
Continue to change your content
If your feed consistently contains the same type of content, your users can get tired of it. By varying your posts, you can keep things interesting.
Share educational information such as articles, infographics, guides, posts about your products, and videos.
Spend money on Pinterest ads.
Consider purchasing Pinterest advertisements if you want to jumpstart your Pinterest journey.
The platform provides a potent method for advertising. Compared to other social media, Pinterest advertising are 2.3 times more cost-effective and produce a 2 times better return on ad spend (ROAS) for retail firms.
Additionally, there are many other ad types available for you to select from.
To help you effectively reach your audience, Pinterest also provides a variety of ad targeting options.
Analyze Pinterest data
To assist brands in comparing their marketing efforts to their objectives, Pinterest provides a platform-native analytics tool called Pinterest Analytics.
This tool provides all the analytics, such as referral traffic, leads produced, engagement, etc., that you require to understand how well your campaign is performing. Utilize these analytics to evaluate the success of your campaigns and direct your upcoming marketing initiatives.
Guidelines For Effective Pinterest Marketing
You can start your Pinterest journey with the aid of the best practices in the preceding section. To further hone your campaigns, though, consider the following extra advice:
Make sure branding is consistent
Customers only purchase from businesses they believe in, and nothing fosters belief like consistent branding.
This could be the reason why consistent branding is estimated to boost sales by 33%.
Make sure the branding on your Pinterest profile matches that on all other social media.
Continue to Follow Trends
Like other social media platforms, Pinterest places a lot of emphasis on trends and awards businesses for following them.
Techniques For Technical SEO On E-Commerce Sites
Find out what’s popular on the platform right now. Join the trend if it matches your brand to show relevancy and gain the most exposure.
