Pinterest Marketing: How to Grow ECommerce Sales

By Adela Belin - December 21, 2020
7 mins read time
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Social media platforms provide all kinds of benefits to every business, from cultivating a loyal following to raising brand awareness. However, select few platforms provide eCommerce businesses with substantial opportunities to achieve what is most important to their survival: the growth of sales.

As far as platforms go, Pinterest stands out as one of the most eCommerce-friendly social media channels out there. It is a visual platform that promotes the collection and discovery of products where businesses can sell directly. Here are a few reasons why it’s great for meeting sales goals:

  1. Pinterest is four times more effective at generating sales than other social platforms, with 47 percent of Pinners logging on specifically to shop.
  2. 77 percent of regular Pinterest users report discovering a new product or brand and 98 percent report trying new things after browsing Pinterest
  3. People have rated ads on Pinterest as being 1.4 times more relevant than those on other platforms.
  4. Content from brands is useful to 78 percent of people on Pinterest

The stats list of how effective Pinterest is as a sales platform for brands goes on… but we think you get the picture.

If you are thinking of harnessing the power of Pinterest to boost discovery and sales for your brand (but maybe aren’t sure what to do) then this quick guide will help you get started in making Pinterest a key marketing platform to increase your marketing ROI and grow eCommerce sales.

The benefits of Pinterest marketing

In addition to the stats above, here are some additional benefits you as a brand should know when it comes to Pinterest marketing:

Pinterest delivers high conversion rates

Most Pinterest users (80 percent) are women aged 25-54. This group happens to also make 80 percent of the buying decisions in U.S. households—making Pinterest a great place to generate high conversion rates in response to marketing initiatives.

It’s a good platform for increasing brand awareness

Pinterest, more so than any other social media network, can make your eCommerce businesses more discoverable to new people—especially with good brand personalization and promoted pins.

It helps generate more traffic to your online store

A Pinterest pin is 100 times more spreadable than an average Tweet. What’s more, each pin can drive up to two page visits and six page views. Not only is this cost-effective, but it helps direct a greater amount of traffic to your website.

Pinterest users love shopping

Reports have shown that 89 percent of US pinners use Pinterest for inspiration in their path to purchase. This means that the audience engaging on Pinterest is one that is eager to be marketed to—making it a missed opportunity for those brands that don’t take advantage.

It’s a place for brands to maximize visual content

Online shoppers are highly inspired by visuals. Visuals make it easy to process content, reduce confusion and also improve customer retention. Because Pinterest is a visual-first platform, it is an ideal place for brands that want to leverage their visual content.

6 Ways to grow E-commerce sales through Pinterest

Now let’s get into the different tactical ways you as an eCommerce brand can grow your Pinterest efforts to increase sales.

1. Mix-up your content format

Pinterest is primarily a visual search engine, but that doesn’t mean you can’t share other types of content on the platform. In fact, there are a variety of user-generated content ideas you can use for your boards. Always make sure to link your content to relevant landing and product pages. Here are the types of content to consider in addition to photos:

Blog content

Blog content, especially listicles and topics from a lifestyle blog can attract a lot of attention on Pinterest. Try using a program like Canva to edit your images with a description overlay that tells users why your article or story is worthy of a read.

Product pins

Product pins are shoppable pins that allow Pinterest browsers to go to the specific product they want to buy on your site. Product pins can either be pictures or videos. When Pinterest users see a product pin, they are shown the most up-to-date price and availability of that product, and if they click, they are immediately taken to your site to make a purchase. Product pins are great for generating ROI.

Source

 

Infographics

Much like images, infographics can tell users what your business is all about or give them quick skimmable information on a topic or even product type. If you decide to go with infographics, just be sure they fit the required picture size for optimal results.

Videos

According to a Pinterest study, 67 percent of Pinners said that video content inspired them to take action. It’s no secret that video works well for brands, and video content like DIY and tutorials work well on Pinterest and are great for targeting individuals who come to the platform to learn something new.

Pinterest marketing belly mask
Watch the video

 

Need some diverse Pinterest content inspiration? Birchbox is an eCommerce brand that does a great job of mixing up different formats:

Birchbox pinterest page

2. Join groups

Like other social networks, Pinterest also provides users with an option to become part of an online group or community. There are two ways brands can use groups to get better results for their eCommerce store.

1. Collaborate with other industry experts and influencers who appeal to your audience and share their expertise. You could even give each their own guest board on your brand’s Pinterest account.

2. Create an exclusive board with your customers and loyal followers that you can interact with on a more direct and intimate level. A group like this helps you learn more about your customers, and it’s also a great opportunity to cultivate brand ambassadors for your business! The result is an increase in engagement from the heightened number of pins and repins from members.

3. Use promoted pins

Another important characteristic about Pinterest is that you can promote or advertise your pins to your target audiences. Promoted pins help your content or products show up more prominently in a user’s search results or feeds.

Pinterest promoted pins

To generate positive results with promoted pins, Pinterest has a custom bids feature that allows brands to set specific goals around their promoted pins whether that’s to increase brand awareness, increase referral traffic, growth in followers or increase the number of app downloads.

For promoted pins, you can use images or video content. Pinterest also allows you to create customer personas for retargeting campaigns. Additionally, Pinterest provides an option allowing you to choose how to target your audience. You can choose between interest targeting and keyword targeting so that you only place your ads in the eyes of those most interested in seeing your pins.

4. Optimize pin description

Pinterest is a visual search engine. Users coming to the platform search for products or things they like or may want to buy. To get your pins to show up in the right search results, you should optimize your product pins with targeted keywords. It also doesn’t hurt to add hashtags to your pins.

To encourage more pins and repins, inject some color into your pins. Colors have a big effect on people and can be a determiner for how well your pins perform.

Blue or black-toned images don’t tend to perform as well as those with red, purple, or pink hues in them. Also,  images with multiple colors can generate more repins than those with one single color.

Remember to also take into account the size and dimensions of your pins. The Pinterest interface prefers the tall, thinner pins.

By optimizing your descriptions, you will capture your audience’s attention and drive traffic to your blog.

5. Make your eCommerce product items ‘pinnable’

Do you know that with Pinterest, you can showcase an entire board on your website?

This can be very useful during the holiday season or when promoting new inventory. With the right widget, you can use this feature to share the latest or most pinned items you have added to your store and encourage your audience to pin or repin on Pinterest.

6. Use rich pins

Rich pins aim to let users know more about your product or idea. This extra information provided helps to improve engagement and reduces communication breakdown with your customers. Here are the types of rich pins you can apply for:

  • Product rich pins: provide info on pricing information, business availability, and places to buy your product. It also notifies users of price changes.
  • Recipe rich pins: for showing cooking and ingredient info.
  • Article rich pins: have an author and story description and an option for users to save stories for future reading.
  • App rich pins: have installed or download buttons for users to install apps right from Pinterest.

Using Pinterest marketing to grow eCommerce sales

Pinterest indeed has a lot to offer. If users don’t come to Pinterest to buy, they want to pin or repin interesting photos on their boards or interact with your business.

To enjoy all the benefits that Pinterest has to offer, refresh your boards with new pins, upload rich pins, leverage groups, and ensure your pins are visible to your website visitors and search engines. These strategies should help you find more leads and generate business for your eCommerce store.

Generating enough visual content for Pinterest can often be a challenge for eCommerce brands. If you’re interested in consistently pushing out new Pinterest content, then a UGC solution might be the right avenue for you. It will help you publish quality pins without having to spend hours of time and most of your budget on visuals. Learn more about UGC with Stackla.

Adela Belin is a content marketer and blogger at Writers Per Hour. She is passionate about sharing stories with the hope to make a difference in people’s lives and contribute to their personal and professional growth. Find her on Twitter and LinkedIn.

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