With over 463 million active monthly users across the globe, Pinterest is one of the biggest social media platforms in the world.
The visual discovery search engine allows users to discover, save, and share content as “pins”, and is often used by people looking for inspiration for recipes, home ideas and style guides. However depending on your eCommerce brand and the products you sell, Pinterest could be the perfect platform for your business.
Despite the longer consideration phase, there’s a huge amount of shopping potential for brands Pinterest. 46% of weekly users have discovered a new brand or product on Pinterest and 97% of searches are unbranded, meaning users are normally searching for ideas and inspiration, which often lead to purchases.
We’ve outlined some steps below to get your eCommerce business set up for success on Pinterest.
A Pinterest business account will grant you access to advanced features, such as Pinterest Analytics, Rich Pins and advertising options. These features will help you analyse your performance and better understand the opportunities for your eCommerce business on the platform. It’s free to sign up, and if you already have a personal account, you can upgrade this easily to a business account.
Ensure that your Pinterest profile is fully optimised with a clear and relevant profile picture, a strong bio and a link to your eCommerce website.
Keeping your branding consistent with your other social media platforms and optimising your profile as much as possible will make it easier for users to discover and connect with your business.
As such a visually-driven platform, the content of your pins is key to your success on Pinterest. Look to create high-quality, engaging, and visually appealing pins which clearly display your products and are relevant to your target audience.
Keeping Pin titles and descriptions accurate will increase clicks and engagement, and making sure all landing pages are correct will help drive traffic to your website.
While creating your pins, you’ll need to organise these into boards. Consider organising by collections or product category, think about best sellers, seasonal offers or new arrivals. This is the best way to showcase your product offering and make it easier for users to explore your range to find what they’re looking for.
Content on Pinterest lasts a lot longer than it does on other social media platforms, so start by selecting high performing keywords to use across your profile, in your pins and on your boards.
By taking time to tend to your SEO strategy on Pinterest, you can attract more visitors to your page, which will lead to more quality traffic and sales overall.
Consistent posting is a key factor to success for anyone on Pinterest. Make sure that content is fresh and always relevant to your audience to keep followers engaged and help your business stand out to new customers.
With Pinterest Trends, you can gain deeper insight and understanding of the trends your audience is searching, based on interests, demographics and more. Trends on Pinterest take off 20% faster than trends across other social platforms in the first six months, so make sure you utilise this tool as much as possible.
Another great way for eCommerce businesses to promote their offerings on Pinterest is with paid advertising. Pinterest ads are 2.3x more cost-efficient and generate 2x higher return on ad spend for retail brands than other social media platforms.
Presented as normal pins, there are options to target demographics across a broad range of interests and keywords, build audiences and test various different ad formats, all built with the Pinterest Ads Manager.
With Pinterest Analytics you can view organic and paid engagement across your pins. These tools provide valuable insights into the interests and behaviour of your targeted audience, allowing you to measure the performance of your pins and campaigns against your strategy goals before making any changes.
Need some help getting your eCommerce business started on Pinterest? Get in touch with our marketing team today!
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