Selling Products With Pinterest Marketing
Are you focusing on a Pinterest marketing strategy? Do you plan to sell your products on Pinterest? What about Instagram? Do you have a focused and targeted content strategy that includes website referrals and e-commerce? If not, keep reading…
Today I want to talk about Pinterest marketing and why one of the most under-utilized social platforms for e-commerce is one you need to start using effectively today.
We’ll also take a look at how not to suck at Pinterest marketing by discussing 8 mistakes you’ll want to avoid when selling products on Pinterest.
Pinterest now has over 70 million registered users, of which 80% are women, who enjoy spending multiple hours on a Sunday night Pinning images on to unique and specialized Pin boards. It’s because of this fact that the Pinterest has its very own audience – a different audience than the social media powerhouse that is Facebook.
In fact, Pinterest’s users are different than not only Facebook’s users, but user behaviour on Pinterest is also much different that on other popular visual social networks like Instagram and Twitter.
Why Your Business Needs To Use Pinterest
Brands and businesses are not new to Pinterest. There were companies on Pinterest before Pinterest even had specific Pinterest For Business pages. These days, Pinterest marketing opportunities are attracting many more businesses to join Pinterest but that doesn’t mean that they are going to be “doing Pinterest” effectively.
If you’re a digital marketer, or you operate a small, medium, or large business and are selling products (or services) that are highly visual and need visual media to best showcase your product, Pinterest marketing is “a highly effective platform to increase your online product sales.”
Let’s take a look at why Pinterest could be a major focus for your social media marketing strategy.
How Not To Suck At Pinterest Marketing
Starting at the beginning of this year, we took a strong look at our clients Instagram and Pinterest marketing strategies. It was clear we needed to focus on these two social networks without losing attention on their other platforms.
We stared by using third-party tools to research our Pinterest followers, our Pins and RePins, as well as our click through rate (CTR). We also took a page out of our SEO strategy to do some further keyword research to write better descriptions that were optimized for Pinterest search.
In the research, we also came across a decent post at SocialTimes that listed 7 mistakes many digital marketers and businesses make when they are trying to sell products on Pinterest.
1. When You’re Not Using Pinterest For Business
Do you remember a time when Pinterest only offered personal profiles? Things have come a long way since then and Pinterest has been offering Pinterest for Business pages that are specifically tailored to brands and businesses.
Did you know you can sell your products from Pinterest using Rich Pins? This platform, when used properly for business, can enhance your company in many ways including branding, exposure, website traffic, and e-commerce.
Some benefits of a verified Pinterest for Business page include: credibility, verified website, plenty of boards to Pin on, and a clear description of your company. You should always ensure to optimize your company description on Pinterest as well as on all of your Pins and Boards.
Having said that, please verify your website too. I can’t tell you how many company Pinterest accounts I’ve seen without this. Having your website verified on Pinterest can hurt your brand’s image and this is known to affect customer buying decisions.
2. Neglecting To Add Optimized Descriptions to Pins
Descriptions are important all around. In your company description as well as that of each of your Pins. Be sure to use keywords, both long-tail and short-tail, in the description and hashtags, if possible.
Make sure you always include a link to your website or blog article in the description. There is already a link to your website if the image was Pinned from your website, but I always include one in the description in case it gets Repinned and the users removes or changes the link, which by the way is not cool to do in my books.
Due to Pinterest’s high engagement factor, it is a super platform for website referrals and therefore helping with your SEO juice. I can tell you that for the majority of VPDM clients, Pinterest is always in the top 10 referring websites in each client’s analytics.
Don’t forget about including a call to action in the description, clearly stating what you want the potential customer to do.
3. Neglecting To Add Optimized Descriptions to Pin Boards
Same as above.
However, these should have some detail. Not a ton of detail, but enough so your description includes keywords both for search engines and users. Make sure you know what your target market searches for when looking for your products, and include those words in your Boards.
4. Neglecting To Add Optimized Descriptions to RePins
Same as #2.
Here though, it may sound a little off but bear with me. If you’re Repinning something, and the original Pinner didn’t bother to leave an optimized description, that doesn’t mean you can’t.
Even small descriptions can have a huge impact when it comes to engagement levels and can also increase the chances of your content showing up in search. Which then will create traffic to your website. Bam!
5. Pinning At The Wrong Time
Timing is everything in every social platform isn’t it? So is consistency. Pinning constant, useful, and relevant content is the way to rock your Pinterest marketing and develop a loyal following of users anticipating your awesome content.
If you’re going to be Pinning consistently, you may as well figure out what day is best for you to Pin. What content pinned on what day at what time is working best?
“You need to identify the peak hours of your followers and make sure that your best content reaches them when they’re online and looking for it.
In general, studies indicate that the best times to pin are between 2 p.m. to 4 p.m. and 8 p.m. to 1 p.m. ET.
But this may vary slightly depending on your target audience.”
6. Not RePinning Or Curating Content
As digital marketers and businesses, we need to remember it’s not all about us. That doesn’t work on social media – it’s not “social”. You can’t just have boards dedicated to your products and services.
Maintain a selection of boards where you can curate different types of relevant content that is related to your business but isn’t directly your products or services.
For example, create boards that are based on the benefits of your products and based on the needs of your customers an prospects. Using a decent mix of your own unique images and relevant curated images is a much better Pinterest strategy that should provide high engagement levels and reach.
7. Not Engaging With Fellow Pinners and Followers
It’s funny how soon we forget. Pinterest was, is, and likely always will be a social network. The key word being “social”. As mentioned above, if you’re just Pinning images of your own products and coming off like you’re constantly selling, that approach will not work well on any social media platform.
Social media is not a broadcast medium. If you’re just sharing your own content, you’re not doing enough and your results will show that. It’s important to engage with your fellow Pinners that may or may not be your followers.
Use Pinterest like you would Facebook or Twitter. If someone likes one of your Pins, thank them. If they RePin your content, thank them and maybe follow suit on their boards. You should be working to try and build a relationship with your Pinterest followers, just as you would on any other social network.
Use Pinterest search to be proactive with your expertise or specialty. Search for any engagement opportunities by looking at what your competitors are doing and how they are engaging with Pinners. You may be able to answer some questions prospective customers may have before your computer can.
8. A Complex Buying Process
We mentioned Rich Pins briefly above. If you don’t know how to use Rich Pins on Pinterest now is the time to learn. It’s simple too.
Rich Pins are Pins that include extra information right on the Pin itself. Right now, there are five types of Rich Pins: movie, recipe, article, product and place.
For some background, see my article here, or see what Pinterest has to say here.
The last thing you wan to do after you have a customer who visited your site looking to buy one of your products, is to lose that customer or have them abandon their shopping cart due to an overcomplicated buying process.
If Rich Pins aren’t your thing, you can always use Selz. This web based software lets you sell directly on Pinterest and it totally simplifies the payment process. Customers can pay directly with Master Card, Credit Card, Visa and PayPal.
Just like load time with regards to site speed, speed and ease in the buying process is the key to your e-commerce strategy, particularly with Pinterest.
Pinterest is my favourite social platform for getting our client’s products in front of millions of people. If we, or any other digital marketer or marketing agency is to be successful with marketing and selling products on Pinterest, we must all stay clear of the mistakes mentioned above.
If you want to succeed with selling products on Pinterest, optimize your content (Pins, Boards, rePins, and Descriptions), create a loyal following with useful and relevant content, engage your audience at every opportunity, and create a simple and streamlined buying process for your customers.
If you need some help creating or adjusting your optimized Pinterest marketing strategy, please contact me today to set up a free consultation.
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