Pinterest Strategy for Ecommerce
Brand your profile.
The first step is to brand your content.
A well-branded profile tells Pinners that you’re a full-fledged company, open for business.
Watch out for the option to become a verified merchant coming to the UK soon.
Create compelling pins.
Use eye-catching images, preferably at a 2:3 aspect ratio, that bring the product or topic to life. Show someone using your product in an everyday setting.
Use a text overlay on your images to highlight, say, blog posts, discount codes, or unique features. Keep the text clear, concise, and easily read on mobile.
Schedule pins.
Pinterest recommends pinning 5-10 Pins per day. I recommend scheduling each pin 7 days apart using Tailwind.
The key is to pin regularly to reach a wide audience. After you’ve pinned consistently for a while, delve into your account’s analytics and Audience Insights. These tools from Pinterest provide details on your audience and other useful metrics, such as popular pins and when your viewers are online.
Holidays year-round.
Promoted pins (see below) that correspond to a holiday can boost online sales.
A Pinterest blog post recommended sharing 30-45 days in advance, stating, “When it comes to holidays or seasonal events, people use Pinterest to plan long before they turn to other platforms.”
Pinterest’s Seasonal Insights planner (PDF) can help you choose relevant holidays for your brand.
Promoted pins.
Promoted pins deliver more reach — for a price. They appear in the home feed, like other pins. When a user taps the promoted pin, she lands on your web page. You can promote a single pin, a carousel (two to five photos in a single pin), or a video.
There is so much to learn about Pinterest ads (i.e., promoted pins), such as choosing an audience and budgeting. The ads are especially useful because users can pin these ads to their boards, as usual, and the “promoted by” tag is removed.
Shop the Look.
Buyable pins, called “Shop the Look,” streamline the purchasing process. Users can tap or click white dots on Shop the Look pins to land on the merchant’s web page for more info.
Shop the Look pins are ideal for multiple, coordinated products on a single photo, such as a decorated living room or a clothing ensemble. Pinterest recommends tagging photos with four to six dots, ideally linking directly to that product’s web page.
Repurpose blog posts.
Repurpose top-performing blog posts on your site into pins.
Combine the text with unique images and graphics by rearranging elements and colors, for example. The result could be 30 or more fresh, compelling pins based on one blog post or best-selling product.
Optimize Pinterest search.
Keywords are the backbone of Pinterest and are key to your content being discovered - much like hashtags on Instagram.
Adding keywords to pin titles, descriptions, and boards will help target viewers find your business.
Share on Pinterest.
Embed a “share on Pinterest” icon on your website. This allows Pinners who have stumbled on a product or blog post to pin your content to their boards, extending your content with no extra work!
This performs really well for How To’s and Top Tips type Blogs.