With its focus on the visual and inspirational, it’s no wonder that Pinterest attracts an audience of active users who like to shop online. A successful presence on Pinterest can help drive traffic to your small business website and increase your online sales.
With 72.8 million users Pinterest continues to grow at an impressive rate. Indeed its user base grew 25% between March 2014 and March 2015. One of the best things about Pinterest is its audience of savvy shoppers. Research shows that;
- 73% of Pinterest users have purchased a product they saw on Pinterest
- 93% of pinners shopped online in the last 6 months
- With a higher average order value, customers spend more money online when they convert from a Pinterest referral than any other social referral.
- Women on Pinterest are 30% more likely to shop online than the average woman
To ensure you are doing all you can to maximise your small businesses presence on Pinterest, we take a look at a few tips to help you tap into all that this great visual platform has to offer.
Getting the basics right
Before going into more detail about managing your ongoing Pinterest presence, it is important to get off to the right start. Even if you have been up and running for a while there is no harm in going to back to revisit the basics to see if anything needs improving or amending.
The best place to start is Pinterest for Business itself. It will guide you step-by-step guide through setting up your business account, verifying your website, adding the Pin It button and creating pins and boards.
Profile. Make sure you complete your business profile and include your logo. Your profile page is where your boards and pins are kept. Your bio should be a snapshot of your business, who you are and what your business stands for. Don’t forget to include your website address. To humanise you business a bit more try creating a separate ‘about us’ board, giving a behind the scenes look at your business and staff. notonthehighstreet.com has a whole board dedicated to their craft sellers.
Boards. Categorise your pins into separate themed boards and give each board a specific title and a strong cover images. Don’t go mad at the beginning creating loads of different boards. It is better to start with a few, easily manageable boards until you get going. When starting a new board try to putting a number of pins up right at the start so that your board doesn’t look empty. An empty board is unlikely to inspire someone to revisit.
Showcasing your products
The first rule. As with any social media platform try not to overly promote your products. There is nothing more off-putting than blatant self promotion. Your aim should be to have a balance of content that taps into the lifestyle and interest of your target market.
Inspiring images. Think more about how you can best set the stage for your products. Rather than using standard, run of the mill stock product photos, think about how you can create inspiring, beautiful images of your products. Try photographing them in real life situations and settings. Take a look at jewellery retailer Stella & Dot’s Pinterest boards. The images are bright, colourful and inspiring. Each of their boards have specific titles and a great cover image with the titles overlain (you can create just such cover images on Canva ). Don’t forget Pinterest is a visual medium so video can work extremely well too.
Rich pins. To get the most out of selling your products online it is worth getting aboard with Rich Pins. These are specific tools to help you sell on Pinterest by offering extra information about your product – making it easier for customers to purchase from you. As a small business the Product Pin is the most important Rich pin. Popular amongst Pinners, over 2 million save product pins to their boards every day. Appearing on your pin the product pin show realtime information about that product including pricing, availability and links straight through to your purchase page. For further information checkout Pinterest Rich Pins.
It’s about lifestyle
To get the most out of Pinterest, you need to take a broader approach to content – think a bit outside the box considering the wider lifestyle and interests of your target market. Take a look at what other businesses in your industry are doing on their boards. What are the wider industry trends in your business? Create boards about what is on trending now or next season. Such as this ‘Trending Watch: Neon’ board from notonthehighstreet.com.
Womens sportswear retailer Sweaty Betty do lifestyle brilliantly on Pinterest. In addition to their lively and interesting product boards they have a huge variety of lifestyle oriented boards to appeal to their target market including Beauty Tips, Gym Hair, Healthy Selfies, Best Pools in the World, Guide to favourite places, Quotations and Mantras and Food & Drink. For a bit on inspiration take a moment check out Sweaty Betty’s Pinterest page.
Drive traffic back to your website
Of course driving potential customers back to your website is key to increasing your online sales. In addition to your great product boards, also include some other content to interest your audience.
Blogs. Have a board dedicated to your blog posts (I’m sure most of you have realised the benefits a blog can bring to your business by now!). This not only provides some great content for your audience, it also leads them onto your website. Here’s an example of ShopIntegrator’s own small business blog board.
Special offers. Special offers and discount codes are another good way to entice an audience back to your site and give a boost to your sales. Make it exclusive to Pinterest and don’t forget to promote your offer on your email newsletter.
Special seasonal boards: Creating fun and inspirational boards around seasonal gift ideas is a great way to grab attention from pinners and get them to click-through to your website. Gift company notonthehighstreet.com creates great boards at key seasonal periods – packed full of gift ideas for their customers.
Learn as you go
Time is precious for small businesses owners so it is essential that the effort and time you are putting into social media is achieving results. It is important therefore to keep on track of how you are performing. Understanding what is working and what needs improving upon is essential to ensure a successful presence.
Pinterest Analytics: Once you’ve set up your business account you can access Pinterest Analytics. This way you can measure how your profile page is performing. Pinterest Analytics will show what pins and boards people like most from your page; including number of impressions, repins, and click-throughs. You can also learn about your audience demographics, their interests and other brands your audience engage with.
Check out other profile boards: Keep an eye on what competitors and other businesses within your industry are doing so you don’t miss out on any opportunities or forthcoming trends. Pinterest has a page of case studies of business who have achieved real success with their presence. For some inspiration and ideas on how to take your business forward take a moment to check some of Pinterest’s success stories.
Engage with your audience: Social media is all about engaging with your audience. So don’t be afraid of asking their opinion – what are their interests, what would they like to see you pinning? Contests are a great way to engage with your audience and find out more about their interests. Try running a competition for new board ideas or themes or ask them to create a board using your products from your website.
Most of all have fun with Pinterest. It’s a great platform for you to get creative with inspiring imagery and interesting content. We’d love to hear your ideas and experiences using Pinterest for your business, so please do leave a comment.