Let me ask you one question. Are you on Pinterest? If the answer is no, then we have to ask you, why not? Pinterest is one of the most powerful social media sites out there when it comes to influencing shoppers and shopping habits. According to the latest set of statistics, in the last half of 2016, Pinterest referred about 13% of all e-commerce traffic.
That makes Pinterest the #2 referrer, which is even more impressive considering its 175 million user base. Consider that the number one e-commerce referrer is Facebook, which has a 2.13 billion monthly user base and refers nearly 70% of all traffic. Of that Pinterest user base, nearly two million people pin products to their Pinterest board every day. That’s over 20 times the number of shoppers that visit the Mall of America. Those numbers tell you that Pinterest users are shoppers and neglecting them is a bad idea.
So why does Pinterest attract so much attention from shoppers? Quite simply, while Pinterest is a social media site, it’s a bit different from its competitors. Yes, it allows you to post photos like Instagram, but rather than trying to tell a story, it’s about sharing an idea. Pinterest is like window shopping with your best friends and showing them the coolest thing you’ve seen. And who doesn’t love to be the one to recommend the next hot thing to their social circle?
That means that Pinterest’s primary user base are shoppers, and they like to share and recommend products to their friends and family. In addition to being some of the most prolific social influencers when it comes to shopping trends, Pinterest users also tend to spend more when they do make a purchase. According to Shopify, the meaningful conversions that result from Pinterest fueled click-throughs generate more revenue than any other social media referral(on average, they spend $50).
Engaging Pinterest Followers for your Brand
So now you know how powerful Pinterest is and the influence that it has on its users. And you’re probably wondering how you can take advantage of the power of Pinterest for e-commerce sellers. Here are three tips on making sure that you aren’t neglecting Pinterest in your social media strategies.
1. Proper Pinning Techniques
Pinning is the heart of Pinterest. So learning how to properly pin your content is vital. There are several types of promotional pins that you should be using to optimize your boards.
Promoted Pins are to Pinterest what PPC ads are to Amazon. Essentially you’re paying to increase that particular pin’s visibility. This makes a promoted pin an excellent way to test keywords and long tail phrases. You can also use A/B testing to see what photos resonate with Pinterest users better.
Rich Pins are details that you add to pins that give followers more information about a particular pin. These pins come in five flavors: articles, movies, places, products, and recipes. Movie pins allow you to add showtimes, product rich pins allow you to add prices, and so on. These help with engagement with your followers. For example, prices on product pins encourage a follower to purchase a product immediately as they engage with your pins.
When people interact with pins, there are three ways they can interact with it. The first is to share it, the second is to repin it to one of their boards, and the third is to click-through to the pin’s destination.
Remember that you should be adding a “Pin it” button to your site with every photograph. Allowing your shoppers to pin your content to their own boards will increase your exposure and encourage repinning, which will help you in other ways.When someone decides to repin one of your pins, its repin count increments up. Pinterest looks at how many repins you have and starts to give your posts priority when you get a higher repin to pin ratio. Here’s the kicker, though. It doesn’t matter if you’re pinning your own original content or repinning someone else’s pin.
If that pin gets repinned, then your repin count goes up. Be careful, however. You don’t want to spam pins or pin something just because it’s gone viral. Instead, the best way to get your repin ratio up is to use Pinterest boards.
2. It’s a Social Media Site – Be Social
Pinterest is a social media site. So you want to attract followers and follow others as well. Something else you need to realize is that you don’t just have to pin your own products or content. If you see something that fits in with your brand, don’t be afraid to pin it on your own board. When you pin things from other users, you’re not only going to get reciprocal pins, you’re also going to be reaching their followers as well.
Join groups on Pinterest. A group board is owned by one user who then approves other users to post to that board. This collaborative effort allows you to extend your reach to other audiences. That means new followers and other people pinning your content, all of which drives traffic to your store.
Finding a board is easier if you pay attention to Pinterest analytics. Research who your followers are engaged with and start looking at the boards that they like. If those boards fit in with your message and your product, ask to join.
Of course, if you are having trouble finding a board that fits your needs, you can always make one yourself.
3. Optimize Your Boards and use Pinterest’s Built-In Search Engine
When you create your Pinterest boards, you want to make sure that you’ve optimized them for Pinterest’s search engine. That’s right; not only are your boards being tracked by outside search algorithms like Bing and Google, Pinterest is tracking them as well.
You want to add specific tags to your board’s description, making sure to use long tail key phrases in both the board’s description and in any pins that you post. Don’t neglect your board’s name as well. It should also be optimized for search engine traffic. Remember to be general enough that you’re going to attract a wide range of traffic. It’s also worth mentioning that if you name your board correctly, you’ll attract others who want to pin and repin your stuff to their boards as well.
You can and should have multiple boards. When you create your images, collate them into different boards according to their categories and interests. Don’t cram too much into one board. If you have photos that belong on separate boards, feel free to use them again, but be sparing or space them out. In general, a pin’s lifecycle from most active to no longer being seen is about one week. You’ll get the most traffic in the first day, a little more the second, and then the attention will taper off.
That means that when you want to duplicate an excellent photo, wait a couple of weeks before you post it on another board. And when you create your pin, don’t forget your call to action. Use a definitive statement about what you want your followers to do.