One of the least used and less popular social media sites for brand marketing is Pinterest.
However, the lack of popularity is not because of the lack of potential.
When used properly, Pinterest can greatly enhance the success of an e-commerce brand.
Pinterest has a playbook of its own and is overflowing with potential. It differs from other social media platforms and demands a different strategy for success.
In this article, you’ll find some best practices and advice on creating effective Pinterest marketing campaigns, including investing in Pinterest ads and creating a regular posting schedule.
But before that, let’s first discuss whether Pinterest is good for e-commerce.
Is Pinterest Beneficial for Ecommerce?
Don’t bite off more than you can chew!
People frequently offer businesses that start their social media marketing journey this piece of advice; and it is good to heed this advice.
If you already have a Facebook, Instagram, or TikTok account, is Pinterest worth it?
Most of the time, yes.
Compared to all other social media platforms, Pinterest has a lot of potential for shopping.
The platform provides straightforward, fluff-free suggestions. This is the reason why Pinterest is the go-to resource for customers seeking inspiration for new brands or products.
A new brand or product has been discovered by 80% of weekly Pinterest users.
55% of users of Pinterest use the app specifically for product searches.
Most importantly, Pinterest users have 85% bigger baskets compared to shoppers in other platforms.
These statistics all point to the same thing. Not only is Pinterest beneficial for e-commerce. Any e-commerce brand looking to connect with its audience must definitely use it.
A European market for furniture, gardening, and DIY goods jumped onto Pinterest after realizing the value it offers an e-commerce brand. They used the platform’s ad products to try and reach new audiences.
Their efforts to reach out to customers resulted in 6.6 million impressions and a 7.9% increase in sales.
Reasons to use Pinterest for Ecommerce
Here are other reasons why you should consider Pinterest to drive your ecommerce growth.
Omnichannel Marketing
The buying process for modern customers is more complicated than ever.
To increase your audience’s likelihood of becoming a customer, you must increase the number of your customer touchpoints and be present where they are.
With that, an omnichannel marketing strategy is helpful, and Pinterest aids in its execution.
A particular audience uses Pinterest because they have a specific objective in mind.
Through engaging visuals, the content format that this audience loves, Pinterest marketing introduces your brand to them. Prospects are able to remember brands better and eventually make purchases from them as a result.
Image Search Capabilities
Pinterest is now more important for e-commerce due to the rise of visual search.
As of August 2022, 30% of adults in the United States, aged 34 and younger used visual search when shopping.
Users can conduct visual searches using the Pinterest Lens feature of the mobile app. Similar to Google Lens, but better results are produced by Pinterest’s larger image database.
You can gain an advantage over the competition by using Pinterest marketing to jump on the burgeoning visual search trend before anyone else.
Built to Support Brands
Pinterest has made significant investments in creating an ecosystem that supports e-commerce.
The brand’s credibility is strengthened by the verified merchant tag that it assigns to verified sellers.
Additionally, the platform offers top-notch ad products that can assist brands in expanding their audience and achieving their objectives.
You can monitor your efforts and improve them with the aid of sophisticated Pinterest Analytics.
Recently, Pinterest has also been testing out an in-app checkout feature that will enable users to make purchases without leaving the app.
Together, these qualities make Pinterest a positive environment for the expansion of e-commerce.
Conversion-Focused Audience
89% of weekly pinners find inspiration for their purchases on Pinterest. Pinners may be 7 times more likely to purchase items they have saved because of this.
You can reach these conversion-ready customers and send them through your sales funnel with the help of Pinterest marketing.
Pinterest Ecommerce Strategy
To begin marketing on the platform, you must first create a Pinterest business account, which is fairly simple to do.
Access to the platform’s merchant tools, such as Pinterest Analytics and ads, is provided by a Pinterest business account.
Include all of your company’s details, including your name, logo, and website address, in your profile.
On Pinterest, you can only link to one website. Pick the one you sell on.
Identify Pinterest Goals
Your Pinterest strategy will be determined by a list of objectives, just like any other marketing strategy.
Consider what you hope to accomplish with Pinterest. Increased awareness of the brand? More sales?
It will be simpler for you to define your content strategy and begin pinning once you have determined your goals.
Here are Pinterest Marketing Campaign Best Practices
Create Outstanding Pins
Success on Pinterest— or any other social media platform, for that matter— requires attention.
Pinterest is overflowing with images, in contrast to other social media sites. Therefore, it might be more difficult to stand out with Pins that aren’t particularly outstanding.
- To help them stand out from the ever-expanding Pinterest crowd, make aesthetically pleasing, on-brand Pins with eye-catching colors.
- To ensure that your pins appear high-quality and finished, use vertical images with a 2:3 aspect ratio when making them.
- To increase traffic to your e-commerce store, think about adding the pin to a landing page. To increase user satisfaction, make sure the landing page content matches what is displayed on the pin.
- To increase traffic to your e-commerce store, think about adding the pin to a landing page. To increase user satisfaction, make sure the landing page content matches what is displayed on the pin.
- For your pins, write power titles and descriptions. 500 characters are permitted for descriptions on Pinterest, and 100 characters for titles. Create eye-catching, optimized titles and descriptions that encourage clicks and engagement using this space.
- To make the content more palatable, try to use bullets when writing descriptions. Nobody enjoys reading text blocks, especially when Pinterest is being scrolled.
- To keep your audience interested and prevent your feed from appearing boring, create video pins as well.
Start with a strong hook that holds viewers’ attention and includes closed captions for those watching the video on mute when making your video pin.
According to Pinterest, organic videos should be between 15 and 15 seconds long, and ads should last between 6 and 15. Within these parameters, keep your videos.
Video is important too. Creatives who create eye-catching videos have a lot of potential. Through stunning video creatives, Cadbury was able to increase engagement rates by 134% while attempting to spread brand awareness for its new products.
Choose a compelling cover photo for your video pin to convey the message to viewers.
Finally, remember to use Idea Pins.
Like Pinterest stories, idea pins are referred to as multi-stage canvases by Pinterest. Idea Pins are a fantastic tool for engaging your audience and effectively sharing ideas.
Build Organized Boards
Create well-defined boards for your content.
It’s important to stay organized as you start pinning.
For each of your product categories, you can design individual boards. You could make separate boards for men, women, summer dresses, formal wear, etc. if you sell clothing.
Optimize Pins for SEO
Pinterest receives a lot of traffic and drives it. Around 945 million people visited Pinterest.com in May 2022, according to reports.
The enormous amount of traffic that Pinterest is receiving emphasizes both its potential for exposure and its capacity to increase traffic to your online store.
However, you must first increase your platform visibility. And you’ll need SEO to do that.
It’s not too difficult to use Pinterest SEO. Find relevant keywords. Use Google AdWords, Pinterest Ad targeting, or Pinterest’s guided search to accomplish this.
By looking at how Pinterest has categorized and subcategorized the Pins and looking for relevant products or themes, you can also find relevant keywords.
Also, check out your competitor’s pins to discover great keywords.
Stay Consistent
Pinterest receives a lot of traffic and drives it. Around 945 million people visited Pinterest.com in May 2022, according to reports.
The enormous amount of traffic that Pinterest is receiving emphasizes both its potential for exposure and its capacity to increase traffic to your online store.
However, you must first increase your platform visibility. And you’ll need SEO to do that.
It’s not too difficult to use Pinterest SEO. Find relevant keywords by using Google AdWords, Pinterest Ad targeting, or Pinterest’s guided search to accomplish this.
By looking at how Pinterest has categorized and subcategorized the Pins and looking for relevant products or themes, you can also find relevant keywords.
Invest in Pinterest Ads
Consider investing in Pinterest ads if you want to start your Pinterest journey.
A strong advertising system is provided by the platform. For retail brands, Pinterest ads are 2.3% more expensive and produce a 2.5% higher return on investment (ROAS) than other social media platforms.
Additionally, you have access to numerous ad formats from which to select.
To help you reach your audience as effectively as possible, Pinterest also provides extensive ad targeting capabilities.
Wrap-up
Pinterest is clearly an underutilized goldmine for e-commerce success. Create outstanding Pins and distribute them among your business accounts to maximize its potential. To stay on your customers’ minds, make sure your content is in line with their preferences and is distributed frequently. Finally, use Pinterest analytics and use your findings to optimize your Pinterest marketing strategy for continued growth.
