Would you like to multiply your traffic and sales by attracting perfect-fit customers with Pinterest? Sure you would! And you’re in luck, because Pinterest and online shopping are a match made in ecommerce heaven.
With 200 million monthly active users, Pinterest is a place where people go to be inspired, to learn about new ideas and products, to plan their best life. It’s not a social network where users curate a vision of how they want to be seen. It’s a discovery destination which helps people curate ideas to support their own vision of their best possible selves.
All of that inspiration and planning – along with Pinterest’s beautiful images, leads to sales. In fact, 72% of Pinners say that Pinterest has introduced them to a new product or service and that Pinterest has inspired them to shop when they weren’t actually looking for anything.Help people discover what's possible with YOUR products! 72% of Pinners say Pinterest has introduced them to a new product or service.
And as for traffic, well, Pinterest drives 33% more referral traffic to shopping sites than does Facebook, 71% more than Snapchat, and 200% more than Twitter! Clearly, the potential for YOUR online store on Pinterest is huge.
The investment you make today in great images, compelling descriptions, and high-converting landing pages can pay off for months and years to come.
In fact, while most of your reach on social networks occurs in 24 hours of posting, on Pinterest “half of site visits take place 3.5 months after the first pinning, while half of orders take place 2.5 months after the pinning,” says Pinterest.
This also means that when you decide to use Pinterest to sell more, you should be patient, realizing that, as in life, overnight success on Pinterest is the exception rather than the rule – but with consistency, sales and success WILL come.
Then there’s the overall makeup of the typical Pinner. Seven in ten moms are on Pinterest – and we all know who makes most of the purchasing decisions at home!
If you feel like a bit of an underdog on other networks, Pinterest is for you! Ninety-seven percent of searches are unbranded, meaning Pinners are open minded and eager to discover something new. It also means you have an opportunity to reach people much earlier in their decision-making process.
Understanding this important difference in the way people search on Pinterest compared to say, Google or Amazon, is key to getting your products discovered and increasing your sales.
When people search on Pinterest (and there are 200 BILLION searches per month), they’re not usually looking for something specific. In one recent Pinterest webinar, the presenter said, “I don’t go to Pinterest to find Nike shoes. I go to Pinterest because I don’t know how to dress myself!”
So, if you are using the same keyword list for Pinterest that you use for Google, it’s time to branch out.
“Getting your business to show up online in unexpected, yet still relevant places, can increase the likelihood of people saving your Pin or clicking on your ad,” suggests Pinterest.
While you should certainly use your product keywords, you’ll find some less direct keywords will also be very helpful. Start with your typical words and work your way out. Need an example?
Let’s start with the example of Nursery Bedding. What’s one step beyond a search for “nursery bedding”? You could look at it from a couple of different perspectives:
Pinterest gives us a great tool in its guided search bar which can help you expand on your keyword ideas. Just enter a keyword, like “nursery ideas” into the search bar and hit enter.
Clicking on any of the relevant tiles will likely give you even more options. These are words that Pinterest says people search in connection to your original search term. Use this method to build out your Pinterest-specific keyword lists.
While more action happens in search than anywhere else, that’s no reason to neglect your profile. Especially if you are linking to your profile from your site, in email newsletters, and elsewhere, you’ll want it to look good.
Use your keywords when choosing your username. Remembering that 97% of searches are unbranded, unless you’re an unmistakably famous brand, consider leading with keywords. For example, rather than just “My Brand Name,” try “Home Furnishings | Nursery Bedding | Decor – My Brand Name.”
Use your keywords in your profile description as well. Write in natural language, not attempting to “keyword stuff.” Read more about the new Pinterest business profile, including how to set up your cover photo here.
There are a couple of simple, but important technical steps you can take to give your products and content a better chance of appearing in relevant search.
Forget the “80/20” or “20/80” rule. There may be, in theory, no reason you have to Pin anyone else’s content to your Pinterest account. “Sacrilege!” you say? It’s true. Sarah Hoople Shere, Head of Product Marketing at Pinterest confirmed this for us.
Basically, if you create so much content that you can Pin consistently from just your OWN site, you don’t need to share anyone else’s content. However, many of us aren’t that prolific and need to fill in with quality, engaging Pins from other people’s sites. And, most of us have friends we want to support by sharing their content. So, in practice your Pins will likely be a combination of your content and others’. But, your Pinterest Boards need to be built to showcase your content.
You can and should Pin your content to more than one Board. It’s good practice to have one Board which contains all of your blog and catalog content and nothing else. You’ll likely find that Board, being a unique resource in the Pinterest universe, performs well in terms of engagement and traffic.
Let’s say you sell and/or blog about vintage women’s clothing, accessories, jewelry, and home decor. You might have the following Boards (among others):
When you add a new necklace to your site, you’ll share it to the most relevant Board first to give Pinterest the most specific signal about what your content is so that they can display it in the most relevant searches and feeds. So, in order, share it to:
To avoid giving Pinterest mixed signals (which could hurt your distribution and search placement) do NOT Pin your new listing to the irrelevant Vintage Home Decor Board.
Each time you create new content – whether product listing or blog post – make sure it has several relevant, specifically-named “Homes” on your profile. If you need to create new Boards along the way, go for it!
This one is so important, it’s worth repeating: Share new content immediately and to the most relevant Board first, then schedule it to go to the other relevant Boards over time. Ideally, for an SEO boost, you’ll change the description each time you share your Pin. Try to make it tightly relevant to the Board title.
You’ll want to make sure you schedule your new content to all relevant Boards right away so you don’t forget! Grab a free trial of Tailwind for Pinterest now and get your new content out and scheduled with Board lists and interval Pinning so it gets on to every relevant Board with natural spacing and at the best times for engagement.
Have you ever searched Pinterest for a Board? If you try it, you might notice, as I have, that the first results are often Boards with no description at all. So, then, are they really important?
Yes! You see, Pinterest looks at several signals to determine where your content should show up in search and other feeds. One of those is your Board description. Creating keyword-rich Board descriptions will help surface your Pins in applicable searches and feeds. So spend some time on them!
There is no maximum number of acceptable Pins per day, but aim to share quality content which will engage your audience, rather than aiming for an arbitrary number of Pins per day. On the other hand, don’t let your Pinterest account become inactive because you’re on vacation – use a Pinterest-approved scheduler, like Tailwind!
Pinterest recently shared their findings from research looking into what works in Pin creatives by your objective. They shared the ways that Pins for awareness should be different from Pins designed to generate email signups, online sales, or offline sales. Really interesting stuff!
There are some Pin design tips that work well for all objectives:
Since we’re interested in selling more on Pinterest, these tips will be especially helpful:
Did you create a great Pinnable image for your newest product or blog post using some of the tips above? Fantastic! But, why stop with one? Creating multiple images is a great way to increase the distribution of your content on Pinterest in a way that appeals to a wide variety of your followers and other Pinners.
Try with text overlay and without. Specifically, try a direct call to action in your text, such as, “discover,” “find yours,” “start now.” Create a collage of products in a category. Share a lifestyle image with product images beneath (lifestyle images often convert better than a straight product shot). Turn user-generated images into stunning Pins that inspire! Get more ideas from some of Pinterest’s picks.
When you save a new Pin or reshare one you’ve shared before, try switching up your description to target a new group of keywords and try new hashtags. This will enable your images to appear in more search results!
Tailwind Tribes are groups of like-minded business owners – usually made up of those who blog about a certain niche topic. If you have a blog, you can use Tailwind Tribes to add in your best content, which your Tribemates can then share out – potentially expanding your reach and growing your traffic.
If you’re not a blogger, you might use Tribes to find quality content to share to your own account to keep your account active during times when you’re unable to create your own fresh content. You may also find valuable partners for potential content collaborations in your Tribe.
Sounds a little contradictory, doesn’t it? But, if you want to reach more than just those who follow you, you need to make sure what you’re saving to Pinterest engages your followers. Why is that?
Pinterest serves up your Pins to your followers first. Their engagement – or lack thereof, tells Pinterest how fast and far to distribute your Pin – or not! If your followers don’t engage, there’s a good chance your Pins won’t appear high in search and in other feeds. If, on the other hand, it really resonates with your followers, Pinterest gets the signal that this is something worth spreading!
So, how can you engage your followers? Look at what you’ve Pinned that has already proved to be engaging. In Tailwind’s Pin inspector, you can see which Pins generate the most Repins. In Pinterest analytics, look for the Pins which generate the most clicks.
Whether those Pins are for your own site or they link to other people’s content, you can learn something from each one! Look at the Pin image. Is there something about it that makes it especially appealing? What about the Pin description? Do keywords or style of writing stand out to you? Maybe it’s a particular topic or trending style that you see over and over in your top Pins. Let that inform your content AND Pinning strategy.
Another key to engaging your followers is to Pin when your followers are most likely to be on Pinterest and engaging. How do you figure that out? Let Tailwind do it for you! The SmartSchedule analyzes your content and the activity of your followers to generate suggested timeslots for your schedule. Try it out for free!
In a hurry to get started? Pinterest Promoted Pins can help you get in front of a larger audience, fast. Targeting options such as keywords, interests, audiences, locations, gender, and more enable you to pay to reach your best potential customers right away.
Key to your success in Pinterest advertising will be installing your conversion tag so you can target website visitors, enabling tracking so you can tell how ads are impacting sales, figuring out how much to bid, and knowing how to interpret results in the dashboard.
The potential of Pinterest to help you sell more with your ecommerce business is enormous – and exciting! The long-term success of your Pinterest marketing depends on consistent, quality Pinning which engages your followers. Beautiful and inspiring images, effective use of keywords, and niche Boards which showcase your Pins will help your content go far beyond your followers.
Prefer to learn in a webinar? We’ve got your covered. This one-hour, on-demand webinar will walk you through everything you need to know to sell more with Pinterest.
Please include attribution to tailwindapp.com/blog with this graphic.
Alisa Meredith is Pinterest Product Specialist at Tailwind — a Pinterest marketing tool, scheduling tool, planning tool and analytics platform. She is a sought-after speaker and teacher on Pinterest and Promoted Pins in particular, having spoken at Social Media Marketing World, Agents of Change and appearing on The Art of Paid Traffic and Social Pros podcasts. Alisa has invested heavily in becoming an expert in her craft – realizing (and loving) the fact that the learning never ends! She lives in coastal North Carolina with her pampered pets Pepe the couch potato Cavapoo, and more cats than she’d like to admit to.
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