So you’re starting to get freaked out by the cost of actually getting anyone on Facebook to see your posts and you’re looking around for other ways to engage your customers online.
You have heard a fair bit of chatter about Pinterest, particularly that it drives heaps of traffic. Quantcast rates Pinterest as the 13th most visited destination on the internet with 60 million people visiting the site in September 2014 alone. That’s more than Wikipedia!
But Pinterest doesn’t just keep people on their site, they deliver traffic to your website! Beating all referral sources except for Facebook.
So how do you get some of that traffic to your website and actually convert that traffic into sales of your products?
1. Have great images
OK this one is an obvious one. Pinterest is a visual platform, you need to capture peoples attention by showing them images that they want to favourite or pin to their boards (and share with their followers). That makes Pinterest a great platform if you have beautiful photos of cute puppies, or fantastic fashion.
As with any social media the challenge is to get the balance right between sharing great content and selling. If you share nothing but product photos you’re going to turn people off. So mix it up! Share some photos your customers have submitted of your products in action and pin a product photo from your online store so people can click through and buy it.
2. Only have one board
This one isn’t so obvious. Pinterest appeals to the inner librarian in all of us and encourages you to create a bunch of different boards. That’s great for personal use, you can keep your ‘bathroom makeover’ inspiration away from your ‘holiday destinations’ but for a business it’s not quite the same.
By creating multiple boards you are giving people the option to only follow some of the images you are sharing. You are putting such a lot of effort into curating your feed of beautiful inspiring photos mixed with product shots, why would you let people pick and choose which parts they are going to see.
Only use separate boards if you are targeting different markets, that way you aren’t going to bug your school lunchbox customers with images of your award winning garden bed liners.
3. Never ‘upload’ only ‘pin’
The power in Pinterest is that each image can tell you where it was pinned from. When you are browsing Pinterest and you see a pinned image you can click on it and see that web page it was pinned from.
If you upload images instead of pinning them Pinterest can’t link your customers back to your site.
So make sure you upload images to your website before pinning them. Then when you hit ‘Add a Pin from’ select ‘The web’. This will link the image you are pinning to the page on your website you are pinning it from and allow your customers to find their way back to your site.
Ideally of course you should be pinning product images directly from the product page in your online store. That means people who see your product on Pinterest can click through and put it straight in a shopping cart.
4. Get verified
Verifying your Pinterest account tells people that you own it. Getting the little tick on your Pinterest profile also gives you access to a bunch of reports about how people are interacting with your pins.
5. Keep an eye on your analytics
Once your account is verified you can see some great reports which is where you get to see the results of all your hard work.
Track the number of views of your Pinterest profile, views and pins for individual images and the images that are being pinned from your website.
This is a great chance to monitor which images people are interacting with. You might be surprised and which images take off.
6. Care about your titles
Pinterest is a search engine too. That means you need to care about keywords. That beautiful necklace you just uploaded isn’t going to get as many views if you file it under ‘winter dawn’ even if that was your inspiration.
Make sure you put descriptive words in the title and description of your image. Think about what people are going to be searching for when they find your image.
7. Appreciate people who pin your images
People are already pinning your images and you can find out who they are. Just put your own domain name in the address below
This is a great tool for finding people who are pinning your images and giving them a pat on the back. Like or comment on the image they have shared and thank them for appreciating your business.