By Carolyn Vaccaro
Like Twitter, Facebook & Instagram, Pinterest is a Game-Changer. So how do you actually sell your products or services? This blog series we are going to focus on e-commerce stores and give you the first of 3 essential tips for using Pinterest for your e-commerce store!
[Editor's Note, I come from the Future: For Part 2 of this series, Click Here ... For Part 3, Click Here.]
Pinterest, By the Numbers
Before we get to our first tip, let's debunk the myth that Pinterest isn't a viable platform in terms of eCommerce. New studies, including a recent report from Vision Critical, found that Pinterest is actually prompts a considerable amount of purchases. In fact, the platform invokes customers to SPEND MORE when shopping. Another study, this time conducted by Rich Relevance, shows Pinterest now accounts for 25% of all weekly social media shopping sessions, and that Pinterest shoppers, on average, spend $140-$180 per order, which is significantly more than Facebook shoppers, who -- again, on average -- drop $75-$100 per order.
Yet many businesses stay away from Pinterest simply because they aren’t sure what to post or how to get pins. But just because you don't understand something, doesn't mean it's not worthwhile to explore its advantages. Frankly, that thinking is, for lack of a better term, close-minded.
Tip #1: Create Pins That Speak To Your Customer Base
You know what you sell and with a little research, you can figure out what people like to see. How do you combine the two so you can focus on showing people what they want and get them to buy what you sell?
If you simply post pin after pin of your product, other Pinners will see the pattern in your pins and most likely stop checking your new pins. But if you continually create new pins that speak to your followers, then you are more likely to have people follow what you are pinning.
Companies must be creative and post different items and find things that their followers are going to talk about. For instance, UPS, who sells their services as well as products, might find amazing pins of kids Halloween costumes (one of the first things to show up when I searched UPS), but what does that say about their ability to deliver packages? Nothing. And that's perfectly OK.
As a company in a social media venue, you have to think of ways to keep people interested and follow your stream of pins.The UPS Store does a great job on Pinterest: they post interest items as well as tons of pictures of their offerings as well as small business images, and ideas for their local franchise owners. This means that people can come to their Pinterest page and see their boards.They have one board dedicated to what Small Business inspiration where they post images that showcase quotes to inspire.
As an example, let's say a pinner sees the quote “Mistakes are proof that you are trying.” They may very well like it, pin it, and, as they do, they start looking through the other pins from other people who have pinned the same photo which takes them to The UPS Store boards. Once on The UPS Store page they can see the products and services UPS offers and they may even go directly to your website to see more.
Having covered the first of the 3 essential tips for using Pinterest for eCommerce sites, hopefully you have a better understanding of setting up your Pinterest account and how to start engaging on Pinterest with potential customers. Remember that while you should be creating pins that speak to your fan base as well as the broader world of Pinterest, it’s also important to re-pin other people’s pins and engage with them on their accounts…this is a social media platform after all! Make sure to stop by for the second installment (coming tomorrow!) of our 3 essential tips for using Pinterest for eCommerce sites where we will cover including links to your e-commerce site!
And, as always, for the latest news and tips on Digital Marketing strategies, make sure to follow Bridgeline Digital on Twitter.