Sudheer Someshwara
Visual Content Marketing experts says that if you’re still humming and hawing about whether you should add Pinterest to your marketing mix then heads up!
The information below will hopefully ignite some motivation within you because if you delay and your direct competitor does not, they will steal your market share using Pinterest.
Pinterest statistics prove that this social commerce site is one heck of a business accelerator tool.
- Every retailer wants more eyeballs on their website, right?
- More traffic increases your odds of making more sales.
So why invest in Pinterest?
Pinterest attracts people with a buying intent versus Facebook and Twitter who attract their followers with a conversational intent.
Let that sink in. Do you want buyers or tire kickers?
According to Bizrate over 75 percent of Pinterest users visit the site to get inspiration on what to buy while only 17 percent of Facebook users visit Facebook for buying inspiration.
When you’re on Pinterest perusing through all those images it inspires you and motivates you to take an action. You just don’t get that same feeling on any other social network. It’s content that’s generated by authentic users; by people are pinning stuff they really love, want, and need.
From a marketers and business point of view that’s heavenly. You don’t have to guess what your target audience wants. They are literally telling you on Pinterest with the images they pin.
Nearly 2 million people save Product Rich Pins to one of their boards every single day. And they don’t just dream about the things they want—they go out and get them.
Ninety-three percent of Pinners shopped online in the last six months, according to Nielsen data. Comscore also found that women on Pinterest are 30 percent more likely to shop or buy online than the average woman and Pinterest users spend nearly two times the norm!
According to Wayfair.com found that Pinners spend 50 percent more on average than other social channels. They’ll also spend 20 percent more than people referred from non-social channels, including search.
Here are eight ways your businesses can drive more in sales using Pinterest:
1) Make Images Pinnable
Your images must be sized at least 735 x 1002 pixels so you stand out on a user’s home feed. But it’s not just the size. Your images must incite someone to repin that image. According to a new study images that are red, pink, and purple seem to promote repinning, while green, blue, black, and yellow seem to suppress it.
Choose quality images over quantity. Remember the WIIFM (what’s in it for me). Ask yourself? Does the image evoke emotion? Is it helpful?
2) Add The “Pin It” Button
Placing the “Pin it” button close to the product will trigger people to share that image.
Allrecipes, which states that three months after adding the Pin it button on each recipe page, “more than 50,000 recipes were pinned resulting in 139 million Pinterest impressions, and clicks on Allrecipes’ Pinterest content increased more than 900%.”
3) Add Product Rich Pin
Did you know that Brands with Rich Pin integration have an 82 percent higher repin to pin ratio than normal pins? Did you also know that Rich Pins drove 20 percent more engagement per Pin than those without the rich product information? Rich Pins appear higher in search results and category feeds, so implementing the code to your site can pay off big when it comes to getting discovered.
Product Rich Pins details like price and availability automatically appear and update on your Pins. Your Pins will stand out more in a user’s smart feed! Product Rich Pins include real time pricing, availability, and where to buy.
The extra branding gives your stuff credibility, and you’ll show up in the Pinterest Gifts category, too. Pins with these extra product metatags appear higher in search results!
Pinners also get notifications when product Pins they’ve added drop in price which is so cool because it’s like email marketing for free!
4) Use Pinterest Analytics
Once your website if verified, you will have access to Pinterest’s analytics. You will learn how your pins are performing which will help you determine what type of images to create in the future.
It’s important that you check your analytics once a month so you can make changes to improve your performance on Pinterest. Always do more of what works!
5) Email Marketing
When marketed through email, consumers spend 138 percent more than people who don’t receive email offers.
Take your popular Pins and highlight them in your email marketing and make sure you add the link to that pin so Pinners can share those on their Pinterest account.
Go here to see examples of brands and business leveraging Pinterest with their email marketing campaigns.
6) Make It Mobile Friendly
Eighty percent of Pinterest users use their mobile device when using Pinterest so make sure you’re checking that your pins show up clearly.
7) Use Promoted Pins
DIY Promoted Pins is an ad that you pay for on Pinterest. Don’t even second guess whether you think this is worth your money. It is.
Here’s what you can expect in terms of ROI:
- On average advertisers get about a 30 percent bump in earned media for their campaigns. What that means is for every $ 1,000 in advertising dollars the brands received $ 300 more worth of free impressions.
- Like other Pinterest content, promoted pins also have a long tail, Bradford. Promoted Pins got a five percent increase in earned media a month after a campaign ended.
8) Leverage Your Top Pins Offline
Walmart has noticed a big trend of mason jars on Pinterest from crafting to culinary activities. They saw an opportunity to leverage this and are changing their retail environment to reflect what Pinterest users are looking for.
Stephen Quinn, evp.cmo at Walmart US says:
“We see the stuff trending on Pinterest so we put a Mason jar Pinterest post over an end cap. Surrounding this placement is a variety of $ 5, $ 6, and $ 7 items – all the products that you need to do the craft”. So when customers walk into the store they say “Wow, I was just thinking about that.”
Pinterest is still in it’s infancy but you need to get Pinterest leverage because if you’re not you are definitely losing out on website traffic , market intelligence, brand awareness, and so much more.
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