If you still think that Facebook and Instagram are the only social media to promote your eCommerce business, you clearly don't realize the potential of marketing with Pinterest. With over 300 million users, this leading platform is one of the most used in the world for planning purchases. Use this eCommerce Pinterest guide for beginners to boost your online sales!
Shopify conducted a study which showed that Pinterest is their second source of traffic and 93% of users use it to search for items to place in their cart!
Now, do you realize the potential of Pinterest?
Marketing with Pinterest for your eCommerce means introducing yourself to potentially interested users through a platform that has not yet reached Facebook and Instagram's competitive level.
There are already many eCommerce businesses that have opened a Pinterest account, but we assure you that only a few know how to use it really well.
Are you ready to move to Pinterest for business? Our guide has everything you need to get started. Make yourself comfortable and enjoy your reading.
Have you ever had a bulletin board, a diary, or an agenda in which you kept notes, recipes, or newspaper clippings?
Pinterest is your digital binder, much neater and more organized.
It is a platform where you can find ideas, images, and inspirations and save them on your boards.
You may already use Pinterest as an individual, but what about its advantages for brands and companies?
Let's take a look:
With a Pinterest business profile, a company or a shop will be able to customize their profile and keep track of their pins' progress.
There are two different ways to get started with a business account:
For those who don't already have a personal Pinterest account, the best choice is to create a business account from the start.
Here's how to do it:
If you have a personal account, you can decide to turn it into a business profile in a few minutes. Here's how to do it:
Your image needs to be of high quality. That means no logos that look like they've been created on Microsoft paint.
If you have other social media channels for your eCommerce business, use the same image. Staying consistent is the easiest way to improve your brand's image.
Although it is not visible on your Pinterest profile, it is still part of the URL that people may use to find your store. Make sure to use your brand name, and if you can incorporate a keyword, that will be a bonus.
There are only 160 characters in this field, to make them count, think SEO keywords but write for humans. If it is appropriate, adding a call-to-action (CTA) to encourage people to subscribe to a newsletter or take any other action can be a plus. Just make sure not to sound spammy.
ViralWoot used a one-sentence elevator pitch that says it all.
Adding your city and/or state adds a personal touch while still providing some privacy measures.
The settings dashboard controls what social links appear on your profile. You can link to Twitter, Facebook, and Google+, take the time to get it right, this helps get more traffic back to your site.
Confirm your website
By confirming your website, you can see what users pin from there, which boosts your pin's rankings in search results.
Go to your Profile section in Pinterest settings and click Confirm Website. You will then be provided with a text that you should copy and paste on your website's index page. Finally, click on Finish and go to your website to make sure it is confirmed. Try pinning a link; you should see your logo or Pinterest profile picture below the pin.
Before we get to how Pinterest business works, it is essential to understand its glossary. Just like Instagram's #hashtag or Twitter's @tweets, Pinterest also has its own terminology
The Boards are the thematic areas of a profile. Each Pinterest user can create several boards. Especially for those who manage a company account, creating boards with relevant topics is essential to facilitate user research and build a positive and orderly image of the business.
Pins are the hub of Pinterest. Real posts containing product images and short captions.
It is essential to link each image to the website, whether to an online store or a company blog, this link is vital for attracting Pinterest users to the official site.
They are the active users of this social network, who publish, share or save content.
Feeds are free boards that Pinterest decides to show to the user based on their interests and recent searches. Those who manage a business account could use the feed to get inspired with new ideas to improve their Pins.
The search bar allows you to search for content by entering keywords on the topic of interest.
Pinterest is much more than a Social Network; it is an inexhaustible source of inspiration and a major image search engine. Users search for products using a particular keyword, and Pinterest shows the most relevant results. Just like Google, the results that are shown first have higher visibility as they are the best rated by Pinterest. The goal of any Pinterest business must be to create high visibility Pins.
How to do that?
By using the right keywords in the captions that target your potential user search queries.
For example: If you are selling engagement rings, it will be essential to include the word engagement rings in the caption and the #hashtag. We will get more into SEO details in the marketing part.
This extension is available for Chrome, Firefox, Microsoft Edge, and Safari. It is a tool to save pins from any web page.
When users activate this option on any image found, Pinterest analyzes the image and identifies its elements, providing the user with similar products. For this functionality, Pinterest uses advanced artificial intelligence and computer vision algorithms.
The Pinterest camera has two super visual search features. One is called Lens your Look. Users can take a picture of a product they already have, and then Pinterest will analyze the image and provide recommendations on how to use it/style it/ etc.
Pinterest has one of the most powerful augmented reality (AR) tools within a social network today. Users can now focus the camera on themselves and see how a certain makeup color can look on them. Depending on their choice, Pinterest will recommend brands and beauty products.
It's very similar to Lens your Look, but it features similar products that are for sale.
For example, if you go to the mall and see another person in a pair of shoes you like, you can take a picture of those shoes, and Pinterest will show where you can find similar ones.
Analytics is the only feature available exclusively for business accounts. It allows you to monitor all the statistics related to your profile: from who views it to which pins are getting the best performance. Analytics is an essential feature to know the strengths and, most importantly, your Pinterest marketing strategy's weaknesses.
It is where you can control everything related to advertising campaigns.
Now that your business account is ready, you need to start sharing and organizing content for Pinners to choose to follow your entire account or even just specific boards.
A secret board is a board that only you can see. It is useful for saving Pins that you find interesting and inspiring, and they don't have to be relevant to the topics on your public boards.
An archived board is a temporarily disabled one. You will not be able to save pins there, and it will not be visible on your profile.
But, it still exists, and you can find it at the bottom of the board list, and you can restore it anytime.
There isn't an ideal number of Pinterest boards to aim for, but the more specific you are with your boards, the better Pinterest will understand the topics covered by your account.
So, the number isn't a big deal; the most important thing is only to create boards relevant to your Pinterest account's topics and to constantly update them and keep them active.
If you have just opened your Pinterest account, start with 5 boards. You will get to learn how Pinterest works, and over time you will be able to add more.
Group boards are just like regular ones, but whoever created them will have the ability to invite other users to save pins in them.
Why do some marketers tell you that group boards are the answer to your Pinterest marketing strategy?
Let's take a look at the benefits of group boards.
Until a few years ago, group boards were a phenomenal source of traffic, as they allowed your pin to be seen not only by your followers but also by those of the board contributors: a super-easy way to multiply your impressions.
However, with Pinterest integrating a smart feed, users are now shown the contents that the algorithm believes may be of greatest interest to them and not just those of the accounts they follow.
This factor has made group boards no longer a secure traffic source, and today many users choose not to use them.
It is true that Group boards are no longer an indispensable source of impression and traffic, but this does not mean that they cannot equally help your strategy. Here's how to tell if a group board is really right for your business.
The first and most fundamental rule is to choose only and exclusively group boards relevant to your pins' topics. With that being said, groups with undefined topics are a big No! You will be risking that Pinterest associates your pins with irrelevant keywords that can be detrimental for your account.
Although Group Boards with a huge number of collaborators can be super attractive and the possibility of reaching more users might entice you. But, the truth is, such boards can affect your business' reputation.
Because Group boards with more than 20 to 30 collaborators can be difficult to moderate, therefore, there is a very high risk that they also contain low quality and completely irrelevant content.
Does it seem contradictory? Hold on, let's explain.
Group boards must be active, just like any other board. In fact, Pinterest penalizes boards and accounts without constant activities. Besides, what's the point of being the only collaborator of a group board?
But, an overly active Group board won't be useful too. If collaborators pin to the Group board every few minutes, your pins will not get enough time to be viewed and Re-Pinned.
Group boards usually have rules: you can find them listed in the description of the board itself.
One common rule is for every time you pin something on the board, you need to Repin another person's pin.
A poorly performing board does not just bring you no benefit but significantly damages your account in the eyes of Pinterest's algorithm. For this reason, knowing when to LEAVE a group board is as important.
Tailwind is one of the best tools to analyze how effective a Group board is. It provides more detailed statistics than Pinterest and shows the virality score, which is the ratio between published pins and Repins.
A group with a high number of pins along with an extremely low Repins score not only brings no advantage but even risk penalizing your account.
Now that you're busy thinking about how group boards might be useful for your business, let's walk you through creating one.
To create a Group board, you can either use an existing one and invite contributors.
Go to the board that you want to switch into a Group board and click "Invite" on the page's top-left. A popup window will show, and you can search for Pinners by name or email.
The second way is to create a new one.
You will need to invite collaborators by their names and/or emails using the "Who can add Pins?" field at the bottom of the Create Board popup.
After you've created your Group board, don't forget to write a description. List the rules, the board's focus, and what type of pins are allowed to be posted.
You can only join a Group board if you've been invited. Besides, searching for groups on Pinterest is not that easy. That is why they aren't very popular. However, if you find a Group board that you want to join, check the description box if the group owner has provided any instructions.
Don't stop here
Group boards are just one of the ways Pinterest makes available to generate traffic to your website. You can do much more to turn Pinterest into a real marketing tool that can bring your eCommerce income.
For a pin to stand out, some factors come into play: the image, the text, the graphics, and the target link.
As you might have noticed, Pinterest is full of beautiful photos, graphics, and illustrations, and the competition is quite fierce. Yes, it's not easy to get noticed, but here are some characteristics that qualify a good creative on Pinterest.
Other important aspects to take into account are the following:
Because our goal is not just to get that pin spinning as much as possible but to make people want to find out more about your product and click on your online store link.
Designing the perfect pin can be done in an easy way and a more advanced one. We'll show you both!
You can edit the images directly from the Pinterest site using your computer before publishing them as a pin.
This method involves editing the images before uploading them to Pinterest using external software. It is the best way to have visual consistency and save time. Among the software that we can recommend, there are free and professional ones:
These are images "rich" in additional information that directly facilitate the purchase of your products from Pinterest.
Product pins are one of the 3 different types of rich pins. They simplify purchasing by including real-time pricing, product availability, and directions on buying the product.
You can identify rich pins with an icon in the shape of a tag (label). To set up Rich pins, you will need to prepare your website with reference meta tags first. Pinterest explains the whole process here.
Again, there is no precise rule capable of guaranteeing success. In the latest algorithm update 2020, Pinterest prefers new and unreleased Pins, known as fresh content. So quality over quantity.
It is better to post less content rather than posting previously saved content to one of your boards.
If you have just opened your Pinterest account, we recommend publishing 5 to 10 unpublished Pins daily on different boards. With time and practice, you'll be able to set your growth strategy.
Not sure how to create your Pinterest growth strategy?
We'll get to it together in the coming sections!
Without an image that is at least 100x200, people cannot pin anything from your eCommerce website. So make sure your product pages have at least one image of this size. But, if you want better results, a portrait of 600x900 pixels generate the highest engagement. So adding several images of these would be ideal.
Install a Save button on each product page on your site. People love to share on social media, especially women, but sometimes they tend to forget. So a "Save" button or a Pin It button will subtly remind them. In fact, 72% of women and 68% of active men on Pinterest would find it useful to always have the pin It button on their favorite sites. Let's give it to them!
Installing it is super easy; there are many free social sharing plugins available that you download.
As mentioned earlier, Rich pins are a godsend for eCommerce. Setting them up improves search results on Google because the Pinterest system uses the same markup used to generate rich snippets for off-Pinterest search results.
You can also try using buyable pins that display the product price on Pinterest. This way, people can directly purchase the product from Pinterest, like in the pin below.
What type of content can really stand out on Pinterest and attract attention? Pinterest is a social network that is based on the collection and exchange of visual content. And right here lies the key to the correct use of this platform: if you treat it as a sort of image archive, you'll have it all wrong.
Instead, you need to post visual content that tells a story, and not just images. For that specific reason, we can create boards and write descriptions that present their content. But in the sea of possibilities, which content is the most successful on Pinterest? Let's take a look.
Infographics are the kind of content that looks like it's made for Pinterest. The posts are displayed in narrow and long boxes on the platform, which allows you to post and share tons of great visually represented information.
Since many users go on Pinterest specifically to shop and find new products, sharing product images is a must. But not just any product photo. Use high-quality images with as many details and descriptions for the shopper as possible. Pinterest even has a section specifically for shopping and product pins.
Upscale your product pins by showing a DIY project for inspiration. Here's an example by Lion Brand Yarn in the pin below.
Another great type of content to share on Pinterest is a tutorial; it can be a how-to video or even a photo tutorial, just make sure your pin's main image shows this.
Who doesn't love a good food photo? Posting recipes work great for food brands and other relevant businesses.
Promotions are also great Pinterest graphics to promote different facets of your business. Here's an example from Rawpixel.
Creating vertical graphics to promote your latest blog posts is worth the extra design work since Pinterest is really powerful for driving website traffic.
They're just like the animated videos you receive on Whatsapp. Gifs are animated graphic formats set to repeat in a loop and usually express complex or boring concepts in ironic ways. If this kind of content aligns with your goals, type of audience, and business, then you might want to consider adding some.
Once you've created your Pinterest Business profile, you should consider a few basics before executing your eCommerce Pinterest marketing strategy.
What do you need to know to define your eCommerce digital strategy on Pinterest?
Since Pinterest is a visual social network, Pinners' habits and behavioral preferences are very different from other platforms' users.
Understanding your buyers well and what drives them to search on Pinterest will determine how you can offer them proactive solutions to what they are looking for.
In addition to focusing on your ideal buyers, you must also take into account the characteristics of the users that populate this social network.
Some commercial sectors are more present and popular on Pinterest than others. Like companies for events, fashion, makeup, cooking, decoration, travel, and tourism. Do your research and collect data on how present your sector and market are in this social network. In fact, 81% of engaged users started planning their wedding on Pinterest before they even got engaged.
Buyers' behavior is also different on Pinterest than on other social networks. While it's much more effective, the sales funnel can be slower. A user can click on a product they want to buy and then decide to make the purchase months later. For this reason, brands usually run their season-related campaigns a few months before that season arrives.
There is absolutely no point in opening accounts on all platforms just because it is the trend or because "you have to do it." Therefore, it is essential to analyze the above points to determine whether being on Pinterest and focusing your efforts there is a good decision or not.
It's time to think about your marketing strategy, so here are some key points critical for a winning strategy on Pinterest:
Rather than setting unattainable or difficult to achieve goals, SMART ones will help you know in which direction to move and how to do it. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-limited goals.
Just like any other social media platform, you have to be active to see results. Figure out the right compromise on the number of Pins. Overdoing it can tire your followers, while posting a little can make them forget about you.
Pinterest recommends making between 10 and 12 Pins per day. Different experts recommend different timing, so our advice is to test what works best for your specific situation.
How to do that?
Go to Acquisition > Channels > Social > Pinterest and choose a 30-day time frame.
A chart will appear, and you can locate which days are busiest with traffic coming from Pinterest.
It also indicates bounce rate and pages per session. But don't worry much about that, as bounce rates are generally higher from Pinterest than any other traffic source.
Another way to do that using Google Analytics is by also going to Acquisition > Social > Network referral > Pinterest.
Select a post and set the time frame to 30 days or more.
Check if there are any day patterns, those would be your best days for posting.
If you choose to use Tailwind to schedule your postings, more on that later, it will provide you with suggested times to post. You can as well give these timings a try and see what works best.
Since social media platforms are potential resources to build brand reputation and influence buyers' purchasing choices, brands cannot post randomly and un-strategically. Inconsistent pinning can transmit a messy and unprofessional brand image. Using an editorial calendar dedicated to social media can help you with this.
A social media editorial plan is a calendar for the content to be published on social media for a certain period of time.
Editorial plans can be monthly, quarterly, or half-yearly, based on what you prefer.
Start by asking yourself 3 main questions:
You can create a digital spreadsheet like Excel or use a special platform for editorial calendars. Choose what works for you best; the most important is to have your strategy and publication dates under control. In fact, staying consistent goes hand in hand with post scheduling. Posting several times a day on multiple boards can seem like a full-time job.
Tools like Tailwind are absolutely essential to schedule all the week's pins in an hour of work, which saves you tons of time.
The main functions of Tailwind are:
Once you have scheduled your pins, it will be very easy to have your entire editorial plan under control and possibly change what you don't like.
If you choose to schedule your postings, make sure you log into your Pinterest account at least once a day. The algorithm loves logins!
Whenever you share content, promote it on other social networks as well. Using social media synergistically can greatly expand your audience.
Besides, note that Pinterest for business gives you the ability to connect your account to Facebook and Twitter. This way, you can have the same followers without starting over.
A major step is optimizing the account name for your business.
In fact, many companies neglect this step and only enter their company's name in their account. But is your brand well-known? Would users search by its name? We already know the answer is no. For this reason, consider adding a keyword related to the products that you offer or the problem that your products solve.
By optimizing your account and dashboard name, your chances that your customers will find you drastically increase.
Once you've found the right name for your account, start building your boards. As we mentioned earlier, you can create 500 of them! But, at first, take it easy. Start with 5, and if you are more comfortable, you can create 10 boards and enrich them with 10 Pins each day. When setting up your boards, place the best-performing ones in the highest positions.
Take a look at the most popular boards in your category. Look for similar items and identify what makes them appealing to followers.
Follow your competitors and pinners with more followers, so you can check the trending content in your sector and repurpose them on your boards.
Many Pinterest boards and accounts seem like a fuzzy set of disconnected images. The reason is that many entrepreneurs often move without having a defined growth strategy.
To avoid this mistake, don't create boards just to insert images of your products. Your purpose is to tell a story, and that's crucial to sell.
Why? Because people buy products based on the emotions they perceive.
People on Pinterest are looking for ideas for their everyday life. Analyze the brands they follow and the research they do. This way, you will understand how to convey the inspiration they seek to your followers.
You've seen the most popular trends and topics on Pinterest, which are the best formats, and how much this social network can help you market your brand.
Now it's time to explore the best marketing strategies foe eCommerce to grow on Pinterest in 2021. Let's talk SEO, ads, followers, and all that good stuff.
SEO is everything on Pinterest, and there is nothing more important than these 3 letters!
It helps you increase the views, interactions, clicks on your pins, and, consequently, your online store's traffic.
A good SEO can make your pins go viral, but a poor SEO can dump your business on Pinterest.
Let us first have a recap on how Pinterest works:
Obviously, your goal here is to be within those results if a user searches for products similar to those you sell. For this to happen, you should use the keywords your target customers are typing in.
The good news is that everything you need is already there on Pinterest.
Built-in search bar
Type in some words related to your business, boards, pins, and target customers and take Pinterest's suggestions before you hit enter.
Pinterest will display colored boxes at the top within the search results page to show the most relevant searches with the highest engagement. It is a great way to find long-tail keywords.
Pinterest Keyword tool
Go to Analytics and click on Trends. Type in a general keyword, and Pinterest will show seven options with some traffic trend graphs.
Insert example of trends graph
Pinterest Keyword planner
Create an ad campaign; you don't have to publish it; you just want to access the keyword planner. It provides you with search volume data for any keyword you enter.
Insert example of Pinterest keyword planner
Pinterest is based on an algorithm and therefore does not think like a human being. You will have to enter keywords that are really connected to the topics of your pins.
Place your keywords in:
Although hashtags are the distinctive symbol of Instagram, they have a lot to do with Pinterest. While you don't have to base your entire Pinterest strategy on using the right hashtags, using the right hashtags on titles and descriptions of pins and boards can help Pinterest index them better. Therefore, show your pins to your target audience.
The number of views can be a misleading figure.
Pinterest could show your pin in searches multiple times, but if no one saves it on their boards or clicks on the link, then most probably it is showing it to the wrong people.
In this case, the fault is yours: you used incorrect keywords, which associated the pin with searches that aren't relevant to your content.
For example, let's analyze the two pins below:
PIN # 1
PIN # 2
Pin #1 was viewed many more times than pin #2. However, the audience wasn't really interested in the subject. Whereas pin #2 was shown to a significantly lower number but got a lot more clicks. This means 51 more traffic and potential buyers, and this should be what you aim for.
Always analyze the keywords you have used in your best-performing pins and boards to understand which are really effective and which are not.
There are three levels to structure Pinterest ads for eCommerce:
To create your first ad, go to Ads Manager, where you can track all the results of your campaigns, and from here, click on Create Ad. Next, choose the objective of the campaign, which is a fundamental and strategic decision that determines the results you will pay for.
Pinterest currently offers 6 different types of goals:
Once you have chosen the goal, the next step is to identify the right audience to show our ad to. You can either create a custom audience (e.g., those who already visited your site, interact with your Pins, etc.) or create a totally new audience based on the interests and categories proposed by Pinterest.
You can choose between the daily budget, which is the maximum amount per day you want to spend on the ad group, and the total budget, representing the total spending as long as the ad is active.
We can also add a maximum bid, i.e., a maximum amount you are willing to pay regardless of whether your goal is impressions, app installations, site clicks, or conversions.
You can choose from all the pins posted on your boards as long as they comply with Pinterest's ads guidelines:
3 super useful features that Tailwind provides can help you rank on Pinterest and gain more followers:
Smart loop means to schedule continuous posting of certain pins automatically.
Why is it a useful feature of Tailwind?
Posting pins in a cycle helps them rank better, especially for the best-performing ones and those related to occasions and certain times of the year.
For example, if you have created some Christmas-themed pins, you can schedule a smart loop that automatically publishes them every year only in November and December.
Using smart loops without exaggerating can bring quality results to your account. You can use Google Analytics to evaluate the traffic generated and act accordingly.
Spam checking will warn you if your post choices go against Pinterest policies, avoiding the risk of account closure.
Like any social network, Pinterest is governed by very specific rules to protect users, and too frequent posting of similar pins can violate these regulations.
Remember that Tailwind is an official partner of Pinterest; this means that it will always know what is right and what is not.
Tailwind tribes are groups of people/bloggers to which you can join in order to share each other's pins on a common topic. This way, you can keep track of people interested in your product. Besides, it's another way to assess the pins' performances.
Data, data, and more data...
We can't emphasize enough how important it is to analyze the data of your online business. It is the only way to have a clear and precise idea of what your audience prefers, who your audience is, and gather useful information to increase conversions on your website.
Pinterest profile analytics display:
Pinterest audience analytics display:
Pinterest website analytics display:
Pinterest Analytics doesn't show the traffic generated from pins that got saved by the others. But how do you know if the traffic is from a repin and not from someone who may have pinned it directly from your website?
By going to Acquisition > Social > Overview > Pinterest on Google Analytics, you can see exactly which Pinterest URL referred the traffic to your site.
Bottom line: Pinterest Analytics provides a lot of useful information, but you can't rely on it alone for your traffic data.
Visit Monitor Your Domain Page to display the following:
Visit Track Your Brand Page to display the following:
Visit Optimize Your Content Page to display the following:
You can schedule a repin using the Schedule Repin button without having to leave the dashboard.
Pinterest is definitely an important opportunity to grow your business and increase the sales of your eCommerce. But, using a tool that you don't master can damage your business and drift you away from your goal.
Every action you take must be integrated into your marketing strategy. If you're unsure how to do it, seek specialized and professional help to get better results in less time.
If you want to manage your business better, contact us for advice! We're here to help you build your eCommerce business success using Pinterest and other Digital Marketing tools. Share this eCommerce Pinterest guide with your friends if you liked it!