No ecommerce store’s marketing strategy is complete without Pinterest
Social media is ever changing and the shift towards video is enough to make any small business owner pull their hair out. But there’s a quiet little underdog waiting to pounce, and it’s just what your business (and your sanity) needs to grow online. Step aside Instagram, because Pinterest is coming for your crown.
Forget what you know about social media – Pinterest is different
Not just for pretty #dailyinspo images and dream kitchens, Pinterest is a serious contender for the top social media platform for e-commerce businesses. So, if you’re tired of paying-to-play or lip-synching to random pop culture references, then listen up. Because Pinterest? is perhaps the most business-friendly social media platform around, and it wants you to succeed.
Pinterest offers businesses of all sizes a unique way to market themselves and is great for exposing potential customers to your brand, and not just any customers, but one’s more likely to buy.
You see, people come to Pinterest to be inspired. They want to plan their dream home, try new recipes, find their next holiday, and in the process, often make their next purchase. And even better? As of 2021, there are 459 million active Pinterest users each month and 4.57 million of them are Aussie women, aged 25-54. So if your target audience is hanging out on Pinterest? You need to be there too.
But how do we tap into this audience? Let’s discuss.
Marketing is made easy with Pinterest
Marketing on Pinterest makes a whole lot of sense for time-poor business owners. Especially when you consider that, when compared to its fellow social media platforms, Pinterest makes it easier for you to sell via social media.
Think a content lifecycle of one to three months (sometimes even years) and the ability to convert visitors into leads or sales faster than it would take on Facebook or Instagram (and with no dancing required).
Not only that, but marketing on Pinterest allows you to:
- Reach a new audience and grow an online presence.
- Drive more traffic to the business’s website or online store.
- Encourage conversions like newsletter sign-ups, ticket sales or purchases.
So, just how do you make Pinterest marketing work for your business?
The key to making Pinterest work for your business is by firstly understanding that it is not just a social media platform, but a search engine (and the second largest in the world). When you treat it as such, your Pins will gain more traction, more people will discover your profile and you’ll get more traffic to both your profile and your website (more on that soon).
The highly targeted social media platform
One of the biggest benefits with Pinterest for businesses is it simplifies the shopping experience. Pinterest allows us to provide hyper-targeted content to followers based on what they really care about.
Pinterest lets people limit what they see from you in specific Boards. For example, a user may be renovating their kitchen and only want to see a homeware store’s kitchen range, not the entire catalogue. They can simply just follow the store’s kitchen range board and skip everything else they aren’t currently interested in.
As a business owner, you can take advantage of this hyper-targeted content by segregating your products into niche categories and searchable through keywords, so you cut straight straight through past the browsers into the serious buyers seeking out what it is you sell.
Keywords matter – a lot
Just like Google (or any search engine), Pinterest uses keywords to help find relevant content (in this instance your Pins) and show them to users who are looking for them.
This is where many businesses fall flat. They think that having a beautifully styled and shot image is enough. Or they throw on a short, meaningless caption that doesn’t add any value to the Pin. You need to treat the Pin’s caption, and the copy on your board and your profile, as you would any piece of copy on your website.
To increase your chances of getting found in Pinterest’s search engine, you should weave researched and strategically chosen keywords (for example: Australian made children’s toys) throughout your copy. The words you use should be the terms your ideal customers would search for when trying to find your business and products online.
Don’t forget your website
Pinterest works best when used strategically to drive traffic back to your website and online store. You can do this through your Pins.
You see, with Pinterest every Pin includes a link, leading back to the source of the image.
Not convinced on the value?
Know this: About 95% of images on Pinterest are either pinned or repinned from the web. With Pinterest’s growing popularity, this could provide you with valuable inbound links.
While these are nofollow links, these links are beneficial to your business’ website as Google and other search engines see favourably upon them.
Put simply: Pinterest Pins can boost your website’s SEO. How amazing is that?
Pinterest has been around for 11 years, but it’s only just getting noticed for it’s incredible business marketing and growth opportunities. Because of the image-sharing nature of the platform, it’s easier than ever for online businesses to gain exposure and drive more traffic to their site. Want proof? One of my social media clients gets over 180,000 views on her Pinterest every month.
I hope this post inspired you to explore the amazing potential of Pinterest marketing. If the possibilities of Pinterest excite you, stay tuned. I have some exciting Pinterest marketing services and a Pinterest for business course coming soon. If you’d like to learn more, sign up to my mailing list and you’ll be kept in the loop.