With 70 million users, Pinterest might just become your retail business’ new favourite social network. The content-sharing platform offers ample opportunity to generate leads, and engage and convert customers.
Why is Pinterest important to retailers?
Consider this: Pinners spend roughly $140 to $180 per order, while Facebook shoppers only spend about half of that and Twitter users even less.
Finally, consider this: Food and drink, home décor and women’s fashion are among the top 5 most popular categories.
Pinterest operates more like a search engine rather than a social network, and makes it easy for users to pin content from anywhere on the Internet. This makes it extremely convenient for businesses in the retail, fashion, and food and drink industries to feature products and direct traffic to their websites.
Try these 7 steps to tap into your consumer base
Not convinced? Try it yourself! Let us show you how your retail business can use Pinterest to tap into your consumer base in 7 simple steps.
Step 1: Create boards that your Pinterest audience will want to engage with.
The most direct way your business can leverage the Pinterest craze is by showcasing the lifestyle your brand promotes. What exactly is your brand about?
Pinterest users are also diehard Do It Yourself-ers (DIYers). Regardless of what industry you’re in, your Pinterest followers appreciate being shown how to make something. Give them the necessary tools to do it, and they will return the favour by showing you some serious board love.
According to HubSpot, the most important factors for getting more followers are below:
Step 2: Ensure your content is visually appealing.
Let’s face it; nobody likes boring content. Whether you’re uploading your own images or sourcing them from elsewhere, not all images are created equal. For optimum engagement, follow the 6 commandments of Pinterest imagery (and yes, there is actually some science behind this):
- Multiple, dominant colours result in more repins.
- Try to avoid using images with human faces. For some reason, Pinners don't like these.
- The simpler the background, the better.
- Pinners prefer red, orange and brown hues over blue ones.
- Don’t go overboard with light and colour saturation. Moderate is best.
- Vertical images are preferred over horizontal ones.
Step 3: Your descriptions matter.
Avoid long, wordy paragraphs that your followers will only skim over. Rather, opt for descriptions that are between 100 and 200 characters and include your website URL.
Step 4: Hashtags are your friends.
Your pins will become easier for people to find if you include relevant hashtags. Hashtags are also a great way to brand yourself, to promote new product launches, or to promote lifestyle content that’s relevant to your brand. For example, Club Monaco promotes its #cultureclub campaign, which links back to its website and encourages visitors to get inspired by travel, food, music and more.
Step 5: Add a "Pin It" button.
Just as you would with your Facebook, Twitter and Instagram accounts, add a “Pin It” button to your website to make it easy for visitors to share your content. They get new content for their boards and you extend your social media reach.
Step 6: Use Product Pins.
Product Pins make it easy for people to purchase your product. These pins include real time pricing, availability and information on where to buy the product. Better still, Pinners can actually get notifications when the price of the product drops by more than 10 percent.
Step 7: Analytics matter.
Use Pinterest Analytics to see what people like, what they save from your profile, information about your audience and how much traffic your website gets from Pinterest. What do you do with all of this information? Refine and streamline your Pinterest strategy to get maximum reach.
Pinterest doesn't have to be scary. Follow our 7 steps and you'll rise to Pinterest stardom in no time.
For those who know little about Pinterest
Pinterest provides users with a means to share, curate and discover visual content by “pinning” images or videos to their own virtual pinboards, usually curated around a common theme. Users can also browse the pinboards of others. Pinterest’s primary focus is on user lifestyle, making it easy to share your tastes and interests with likeminded Pinners.