With buyable pins on the horizon, can your business afford to miss out on the next big ecommerce tool?
20 million active monthly users and it is reported that 67% of users consult pins on their mobile phone whilst shopping aka showrooming.
With the huge reach of potential new leads and prospective customers, Pinterest raises awareness of your business and products to customers you didn’t know were out there. Your pins have the potential to go viral!
First things first… what does it all mean?
Pins – a pin is an image that you add to a board, this image links to an external webpage i.e. your website.
Pinterest boards – content that is categorised by interest. These can be public or hidden. Public boards are great to showcase your products to new customers, whereas secret boards are ideal for special offers. Group boards have content from multiple pinners within the same interest category.
Re-pin – when a user shares someone else’s pin with their followers (like a Facebook share or a Twitter tweet).
Pin it button – a button that you add to your website so that users can share your web content to Pinterest.
Rich pins – pins that include extra information such as a map to your store (you will need Pinterest approval to use rich pins).
- Set up a business account or convert your existing profile to a business account by logging in to your profile and accessing Pinterest’s business section, click convert now, fill in the required information and click convert.
- Set up your profile and remember to think visual
- Upload your logo or an image that sums up your business
- Choose a username – make sure this is relevant to your brand
- Write your bio – make sure you use appropriate keywords that reflect your SEO plan
- Sum up what you will be pinning
- Add your location
- Link to your website and verify it in your profile, Pinterest will guide you through this
- Now you have the basics set up, you should set up your Pinterest boards.
- Think about your product categories and the keywords you use on your website for SEO. These are good starting points for naming your boards. Keep in mind that your boards are searchable so make them easy to find! If you are having trouble coming up with names for your boards, why not take a look at your website internal search queries and start with the most searched phrases.
- Write an engaging description of the content within your boards and make sure you are adding to them regularly
- Share relevant quality content
- Pin engaging images
- Make sure your links work, and that a user is being taken to the appropriate section of your site based on the link they have clicked
- Use analytics to get to know your audience
- Promote your Pinterest account on all of your marketing touch points
- Make sure you have time to monitor your boards
Once you are comfortable with Pinterest,
sign up for approval to use promoted/buyable pins here. Buyable pins are in beta stages at the moment, you will need to join the waiting list for approval; once you are approved you can start showing your pins to new users that may not have visited your boards or seen your pins, much like Facebook ads, promoted posts and promoted tweets. (Buyable pins only enable geo-targeting of the US, so if you want to drive sales and don’t want to ship internationally then this is not the option for you, we will keep you posted on changes to this).
Once you have Pinterest approval, you are ready to advertise. Follow these steps to set up your campaign:
- Choose your objective, do you want to send traffic to your website or get users to engage with your pins?
- Name your campaign
- Set a start and end date and your daily budget
- Choose the pins you want to promote – you should start with the pins that are getting the most traction organically
- Choose keywords, as mentioned above a good place to start is with your internal search queries or use Pinterest Guided Search or Google Keyword Planner for inspiration
- Choose your audience, what location you want to reach, device and gender etc
- Set your cost per click (CPC) or cost per engagement (CPE) bid
- Set the URL you want to drive traffic to, we advise using UTM parameters or tracking URLs so you can see which of your conversions can be attributed to this activity
- Promote your campaign. The review process can take up to 24 hours as with most other social media platforms
- Monitor the performance
Monitoring ‘my Pinterest’ account
Using the analytics dashboard, you will be shown statistics on your profile, your audience and activity from your website, as well as your top performing pins from the past 30 days (by impression). This gives you a top line view on which of your pins are most engaging, enabling you to create sharable content by learning from your campaign statistics.
‘My Pinterest Profile’ has four sections:
- Impressions – your top 50 pin impressions and top 20 boars with pin impressions
- Repins – your top 50 repinned pins and which of your boards has the most repins
- Clicks – your 50 most clicked pins and 20 most clicked boards with the most clicked pins
- All time - your 50 most repinned pins, your pins with the highest search rank and power pins (pins with a high mix of clicks, repins and more)
A good rule of thumb, when using analytics to inform new content, is to look at which topics people are searching for and provide more of this content.
‘Your Audience’ enables you to look at the self-selected interests of your audience and also demographic information. You can filter this info by all audiences or your followers. This data is key in discovering whether your content matches the interests of your followers or intended audience. You can also view what brands your followers are following, so you can keep an eye on the competition.
‘Activity From’ shows your websites top 50 pins and top 20 boards. You can also view data from original pins and your website ‘pin it’ button, as well as all time data. Original pins detail the 50 most recent pins shared from your website, this helps you to understand which pins are resonating with your audience and create similar content based on these learnings.
In the 'Pin It button' tab you can gain data around how many times the button has been viewed on your website, how many times it was clicked and how many times someone has pinned from your website.
Unfortunately there is no shortcut to using this data, as with all data analysis you should be looking at the complete picture and not just focusing on one area. By using the wealth of evolving Pinterest statistics you do have the tools to build a successful strategy. If web dashboards aren’t your thing, you can export all of this information into a spreadsheet to create your own reports.
Whether you are looking to use social channels to showcase your products and services to your existing following or want to reach out to new users, Pinterest is a channel that you cannot afford to miss out on. With the vast numbers actively using this platform on a regular basis, it is important to be where the people are - people who are looking for products like yours. The growth of showrooming is becoming a problem for even the most digital savvy national