August 7, 2014 Leave a Comment
It has only been 2 years since we labeled Pinterest the social media to watch. Based on the concept of a bulletin board, users, individuals and companies “pin” item images to themed “pinboards” they create, reflecting their own interests, personalities and branding. Since then the visual bookmarking site has exploded fetching a recent valuation of $5 billion.
According to the 2014 Digital Marketer: Benchmark and Trend Report by Experian Marketing, Pinterest is the top social traffic driver to retail websites with 30 billion pins on 750 million boards.
As more and more people use social media as discovery platforms, some Internet-watchers think Pinterest could become a serious competitor to Google for searching for objects because people define what is relevant in a given search, rather than a computer algorithm. Search engines are great for answering specific questions. Pinterest helps with questions that have more than one right answer — and you will know you have found the right one when you see it.
Optimize your presence
You have established a Pin Board with categories relevant to your products, and you have covered the basics. We’ve discussed some of them elsewhere on this blog:
- Promote your Pinterest presence on your website and in emails
- Make sure customers can easily pin items from inside your site
- Your site is employing structured mark-up to take advantage of Rich Pins
- You are encouraging community and interaction with contests and wish lists
- You are cross-promoting with other social media and all touchpoints
Consider the niche
According to RJMetrics, 92% of users are female and the site has an unprecedented user-retention rate of 84% of users still active after 4 years. Intel Social Media strategist Ekaterina Walter estimates women now account for 85% of all consumer purchases, so this is a segment you will want to invest in.
“Pinning says “I want this.” It’s aspirational. People pin products they’d love to own, recipes they want to cook, and projects they want to tackle” said Robert J Moore of RJ Metrics. Study the most popular categories and see how your brand fits. Look for ways to speak to the audience. Lowe’s has taken advantage of the DIY and home-related interest in Pinterest boards to develop a following of almost 3.5 million people.
Build it and they will come
With Pinterest’s newly introduced Guided Search, descriptive guides will allow users to scroll through and tap any that look interesting to steer their search in the right direction. We’ve written previously on How to Generate Pinterest Interest using theme-based pin boards. Now is the right time to beef up your existing ones and create more content. You can develop a strong brand presence on Pinterest by featuring creative and useful concepts for your pin boards.
REI has a board called The Gearhead which features not only product but amazing places to use it with acknowledgements back to the original sources. This tagging helps to link back and create that all important social synergy of the like-minded.
Aspiration and Inspiration
Users come to Pinterest to be inspired. Inspire them. Make your boards more than just a product catalog. You should repin content found on sites other than your own that your target audience would find interesting. This kind of attention to your customers will pay off in retention of engagement, building your brand’s image, and creating the community that social media sites are all about.
Nordstrom, one of the most popular Pinterest retailers with over 4.4 million followers features product images as well as how-to’s, trends, wedding ideas and travel images.
Title Nine, a clothier for women on the move, mixes product with off-product topic boards like Bookshelf and Difficult Women, to entertain their core customer base, as well as draw in those who would be aligned with their brand but may not know about them yet when other Pinterest users repin the content.
MarketLive merchant Design Within Reach (DWR) created a retreat-themed board that features both great places to rejuvenate and products for sale that fit the category.
DWR has also created a category landing page, Backyard Escape 101, on their website for products featured on the Pinterest board that can help consumers create their own retreats. This is a great example of cross-selling and an ideal organic result of a Guided Search for “retreats.” Be sure to link back to specific category or product pages from your Pins, not just the home page. Get customers as close to the buy as you can.
Make the highly active niche Pinterest user, your evangelizer and customer. Bring them content outside your usual brand promotion materials to help engage them in what your company is about. Then guide them through how your products can help them find the lifestyle they seek.