Like other ecommerce business owners, you want to do everything in your power to create a great brand that will encourage loyal fans. Everything from handcrafted emails to personalized social media interaction can all help you reach your goal. As a motivated entrepreneur, the only thing you cannot control is the amount of time you have in a day.
As a small business it’s all too easy to let your social media presence fall to the wayside in favor of order fulfillment and managing your supply-chain. However, a strong social media presence can do wonders for your business. Not only can it increase brand recognition, it can also double as a revenue-driving strategy. One of the best places to turn to as an ecommerce store is Pinterest.
While Facebook might have the numbers, Pinterest has access to a demographic more willing to make a purchase. In fact, research suggests 93 percent of users visit Pinterest to plan for or make a purchase. Considering the majority of their 40 million+ users have an annual household of over $100,000, you are missing out on a lucrative sales channel and opportunity to tap into this audience.
Besides this, your posts on Pinterest tend to have a much longer lifespan than other social sites. Whereas a tweet’s life might only span around 20 minutes, a pin can continue to garner views, pins and shares for over a week. This is thanks to Pinterest’s infinite scroll as well as the way the ability for users to separate their interests into categories.
Manage Your Pinterest Community
Of course, like other social media channels, an engaged audience is the key to a successful channel. In order to increase your followers and amount of pins you receive, you should always keep an eye on the changing trends. Pinterest remains one of the most visual social platforms, which means high-quality and eye-catching content is the key to increasing fan Seattle (SEA)JFKengagement.
If you’re just getting started with the Pinterest community, here are a few things to key in mind:
- Ensure your pictures are clear and varied. Offer some standard product shots with a few of your items in action.
- Repin or comment on your fans’ pins especially if they are uploading pictures of your product. It fosters goodwill and boosts your follower count.
- Keep an eye on trending pins. This will give you a good idea on what your competitors are posting and keeps your brand relevant.
- Make sure you post content that is educational, helpful or has some kind of purpose. Don’t simply post because you have to.
How to Drive Traffic and Distribution
Not only is Pinterest an social platform, it also is a powerful search engine. Users can find pins not only through their feed but also with keywords. In order to get your pins in front of the biggest audience, you need to master the basics:
- Opt for a Pinterest business account. This provides additional functionality like Save It Button for your site, analytics, Promoted Pins, Buyable Pins and Rich Pins.
- Make sure you confirm your site as it will add your logos on all of your pins and any people save from your site.
- Upload pictures that fit the optimal dimensions. For best results upload images that are 735 x 1102 pixels.
- Use relevant keywords and hashtags to increase your chances of organic reach. Keep an eye on your competitors to see how they are describing their pins and try to improve upon it.
- Create unique and descriptive titles for your boards. Each one should have a theme to make it easier for users to choose which one they want to browse.
- Link your pins to the product page, not just your homepage. This will help increase conversions as it will direct users to the product they’re interested in.
Once you’ve got the basics down, you can then start posting your images. At minimum you should go for at least five pins a day, but if you can’t, focus more on consistency and quality.
Run Contests and Campaigns
Contests are a great way to increase engagement, but make sure you read all the fine print, otherwise Pinterest will cancel it and you’ll end up with a bad reputation. These rules were put into place after many businesses abused the contest format to spam users. In its current form, users can only submit one pin per contest in order to prevent spam and encourage higher quality content. It is also against the rules to force users to repin your content. Instead you should encourage them to get creative and submit their own images.
Besides increasing engagement, another great reason to run contests is for the user generated content. You can easily use the images in these contest boards to highlight as examples on how potential shoppers can benefit from your product. Besides that, it also generates boards with titles relevant to your brand.
Of course, in order to truly leverage the Pinterest community, you need to put in a lot of time and hard work. Pinterest users are more discerning than many others in terms of the quality of content they expect. It might take some experimentation to figure out what types of pictures and time of day works best for your business, but once you do figure it out you will see a jump in your referral traffic.
Do you have some other hints and tips on how to make the most out of Pinterest? Tell us in the comments below.