Pinterest is an image-based social site with 80-85% women as its members. Women tend to be the buyers in most families, and approximately 60% of Pinterest users have made purchases from clicking through links on Pinterest. For these reasons, Pinterest can be a very powerful method of driving targeted traffic, but this power must be used wisely…
Pinterest users do not respond well to most blatant advertising, so in this article we will learn how to promote our products in such a way that users will be much more likely to click through and visit the point of sale. If you do not have an account yet, it is very simple to set one up. Go to http://business.pinterest.com and create a business account. After a business account has been set up we will be asked to choose some interests. Click “follow” on at least 5 interests to move on to the next step.
The next point of interest is the home feed. This is what we will see every time we login to Pinterest.
These images (called “pins”) have been posted (“pinned”) by Pinterest users that are followed. We will only be following 5 people at this point from the 5 interests that were chosen in the previous step. By the same token, when followers login to their Pinterest account they will see the newest pins on their home feed as well.
Now that the basics of account creation are complete, it is time to create some boards and add content. Click “create a board” and then follow these easy steps:
- Give the board a name (Recipes, Cats, Funny Stuff)
- Add a short description
- Begin adding content
note: The details can be edited at any time so do not worry about making it perfect.
Adding Content (Best Practices)
After creating a board, it is time to add content. Pinterest users like appealing images. When they find an image interesting, they are likely to re-pin it onto their own boards. The more images are re-pinned, the more our website links get spread around and the better chance that users will click on links and visit the point of sale. Generally, longer pins, featuring multiple product variations, have been found to convert best.
We also want to locate content on other pinner’s boards and re-pin the images to our personal Pinterest boards. One has to be social, not self-serving, in order to get the most out of Pinterest.
Mix it Up
It is also good to mix up the content on boards. Do not just pin t-shirts (or whatever is being sold), unless the board is specifically for t-shirts. Instead, create boards that showcase all kinds of items within the board’s niche. For example, a board called “funny stuff” should include funny pictures, memes and quotes. A board called “food” can include recipes, pictures of yummy-looking food or large catered displays. Both of these examples may also include product placements from within the niche.
Take a look at SunFrog’s Pinterest account to get a feel for how to mix things up:
Notice that we have a variety of niche boards that include t-shirts and hoodies, but they are not filled with only shirts. This gives the Pinterest user the impression that we are not simply looking to sell products. Add a short description to pins, include keywords and paint a vivid picture that will connect with the target user to get them to investigate the pin further. We do not recommend using a hard call to action like “click image to buy,” because this is largely frowned upon by the Pinterest community.
After creating about 10-12 boards, with 6-8 pins each, start following other pinners to gain followers. The more followers we have, the more people will see our pins, and the greater the chance for increased organic reach. Their followers will see these re-pins and can follow the link to the point of sale and/or re-pin them to their own boards where followers to their board can do the same. This is what makes Pinterest a very powerful traffic-generator.
When someone pins an image, anyone who sees the image can click through to the board the image is pinned on, and also click through to more items from the same website. See the circled items here:
This is really powerful for generating website traffic!
To maximize Pinterest marketing make sure to actively use these methods daily. Spend a few minutes following other pinners, liking and re-pinning their pins, and in turn they will actively re-pin our content. Pinterest can generate a lot of traffic, but it must be used socially. Using Pinterest solely as a marketing platform will alienate the user base and sink a very lucrative opportunity.