Welcome to this FounderU guide on How To Use Pinterest For Your Ecommerce Website. In this post, we’ll discuss how to create killer visuals that work for your business, share the technicalities of using Pinterest and look at how you can boost engagement with your Pinterest account to increase visitors to your ecommerce website.
The importance of visual content for your ecommerce website
First things first, let’s consider why you might want to use visual content at all.
How our brains are wired
Did you know that 40% of people respond better to visual content than to plain text?
That’s because our brains process images 60,000x faster than text. We don’t just process images better than text though, we are also more likely to remember images. You see, when we hear information, chances are that we’ll only recall 10% of it after 3 days. However, if a relevant image is paired with that same information, we can retain 65% of it.
This is because images:
- Stick in our long-term memory
- Transmit messages faster
- Improve comprehension
- Trigger emotions
- Communicate a message quickly
It’s therefore not surprising that on Twitter, tweets with images are 94% more likely to be retweeted than those without images, and on Facebook, posts with images see 2.3x more engagement.
So, it makes sense to use visual content to raise awareness of your ecommerce website as it’s likely to get noticed and be remembered.
The rise of Pinterest
Over the last few years, Pinterest has established itself as a popular social media platform. In January 2017, Pinterest clocked 150 million active monthly users; it’s one of the core social media platforms in terms of popularity.
Pinterest is all about sharing visual content, so it’s a great platform to use to publish images that will increase awareness of your ecommerce website. Pinterest won’t just help you raise awareness though, you’re also likely to see more sales from your ecommerce website.
A whopping 93% of pinners said they use Pinterest to plan for purchases, whilst 88% of pinners have purchased a product they’ve seen on Pinterest. In fact, 49% of pinners have purchased five or more products that they pinned or repinned.
Pinterest also has a great level of engagement compared to some other social media platforms. For example, over 80% of pins are repins compared to 1.4% of tweets retweeted. You want to achieve as many repins of your image as possible, so that more Pinterest users see it. This will increase awareness of your ecommerce website.
Drawing attention to your ecommerce website
Pinterest is a powerful tool for increasing the number of visitors to your ecommerce website, where they will hopefully make a purchase. Over 5% of all referral traffic to websites comes from Pinterest.
This means that there’s a lot of people clicking through from Pinterest to ecommerce websites. These people are highly qualified as they have chosen to visit that ecommerce website based on something they have seen on Pinterest that interested them. Therefore, they’re also more likely to buy something.
To make sure you’re taking full advantage of this, you need to include a clear call to action and link through to your ecommerce website from your pins.
Creating visuals that work for Pinterest
Now that we know WHY visual content is so important to growing your ecommerce website, let’s look closer at how you can start to create those visuals.
Include details of your ecommerce website
If you’re planning to use Pinterest to drive potential customers to your ecommerce website, you need to make sure that it’s easy for them to get there. This means including details about your ecommerce website in your pins.
A key step here is to include a URL that links to your ecommerce website. To do this, you just need to click the pencil (or edit) icon in the top right corner of your pin. You’ll then see an option to include a link to your ecommerce website.
An additional action is to include a title with your pin. If your pin is an image of a product available on your ecommerce website, you could include the product name or reference code in your title. This will make it easier for people to tell their friends about your product or identify it once they’re on your ecommerce website.
Similarly, you can include a description with your pin. Make sure your description is interesting and most importantly, relevant to your pin. Don’t just use it as an opportunity to try and sell more products from your ecommerce website.
Pins can be discovered through search (on Google or within Pinterest), so have a think about any keywords that are relevant to your pin and that your ideal potential customer might be searching for. You could use Google Adword’s free ‘Keyword Planner’ tool to do a bit of research. Make sure to include the keywords in your pin description and title.
You can also use ‘Rich Pins’, available via Pinterest Business to include more details about your products.
Rich pins pull in data from your ecommerce website so you can include details like real-time pricing and availability, which might be useful to your potential customer.
How to actually create killer visuals
The most successful pins are high quality images. If your pin is fuzzy, stretched or hard to read, it’s likely to be off putting and it certainly won’t get repinned. Another tip: since 92% of users access Pinterest through their mobile phones, make sure that your pin doesn’t only look good on a desktop screen.
Creating successful Pinterest boards
You can use Pinterest boards to the advantage of your ecommerce website. Some suggestions include:
- Creating relevant boards during events that are related to your sector to capitalise on the buzz surrounding the event
- Using ‘trending now’ boards to share most popular products with links back to your ecommerce website where the products can be purchased
- Featuring ‘new in’ products in a board to showcase those newly available for purchase
- Using a board to promote any products on sale or on special offer
Using your ecommerce website to encourage Pinterest engagement
Now, we’re going to be looking at ways that you can use your website to encourage engagement with your Pinterest account and why you might want to do this.
Include social sharing buttons
One way to let your website visitors know about your Pinterest account is by featuring social sharing buttons across your ecommerce website.
This could involve including a link to your Pinterest account in the footer of your website pages. Alternatively, you could include Pinterest call to actions throughout your website, such as ‘Pin this!’ next to various product images. This will encourage your website visitors to share products they like with their Pinterest followers, which will help you increase awareness of your ecommerce website.
Including Pinterest social sharing buttons across your ecommerce website will also serve the purpose of informing your website visitors about the fact that you have a Pinterest account. They will hopefully check your account out and maybe follow you. Once following you, hopefully they will notice your pins and click back through to your website to purchase any products that catch their eye. You’re effectively creating a never ending cycle between Pinterest and your ecommerce website.
The power of plugins
Pinterest Developers provide a button and widget builder that you can use to create buttons that you can then add to your ecommerce site. This is a more visual way of encouraging visitors to pin things they like from your website.
You could also install a plugin somewhere on your ecommerce website that features your most recent pins. This would be another way of informing your website visitors about your Pinterest account.
Another option for increasing engagement with your Pinterest account is to attract your blog readers by embedding your boards and pins in your blog posts.
This way, you are getting more value out of your blog readers. Your aim is that they will actively engage with you by repinning your pin (expanding your audience to their followers) or at the very least, you hope they will follow you on Pinterest and see future pins of your products.
The importance of repinning relates to how we are more likely to trust a referral from someone who doesn’t have anything to gain from the sale. For instance, we are 4x more likely to buy something after a recommendation from a friend. Pinterest users could be more interested in your products when your pin is repinned by someone they trust.
Why not play around with Pinterest’s widget creator and have a think about places on your ecommerce website or on your blog where you could boost engagement with your Pinterest account? Have some fun with it!
Curating content to grow your audience
Do you know what you stand to gain from curating content on Pinterest? Curating content from others is a quick way to grow your audience in no time.
Content curation is the name for the process of collecting and strategically sharing third party content. The purpose of this is to build your brand, establish your reputation and boost engagement with your Pinterest account. Ultimately, content curation can also help you increase the number of relevant visitors to your ecommerce website.
The thought behind this is that if you share interesting pins that offer value, people will follow your account, engage with your pins and hopefully find their way to your ecommerce website to purchase your products.
Networking and relationship building
A benefit of content curation is that it can help you establish connections with those whose content you are sharing. As long as you’ve credited them with creation, they will likely appreciate you helping to grow their audience on Pinterest.
In return, they’ll hopefully share some of your content with their followers, which will raise awareness of your ecommerce website.
To get started with content creation, search for brands that are relevant to yours and get repinning. Just be careful to avoid sharing content from your direct competitors as you risk driving your Pinterest followers to their ecommerce website instead of yours.
Additionally, when pinning someone else’s content, remember to always credit the original source, even if it’s only in the description. You don’t want to get on someone’s wrong side for pinching their content and passing it off as your own.
Using guided search
Pinterest’s ‘Guided Search’ option makes it even easier to curate content as you can filter pins using detailed criteria, which makes it easier and quicker to find content that’s relevant to you.
Guided search also helps by suggesting related keywords when you search for a term on Pinterest, to further narrow down the types of pins that you’re after.
It works by producing a set of ‘Guides’ below the search bar when you search for something. These guides are scrollable so you sift through them to find topics most relevant to you. You can add more than one guide to your search to get really granular.
Remember, you want to share pins that are interesting in order to grow your audience. You can assess this by checking out a pin’s engagement score and seeing how many times it’s already been repinned.
So, now you know how to schedule pins and how content curation can help you grow your audience on Pinterest. Why not have a go scheduling a few pins that link to your ecommerce website for different days and times? Have a play around to see what works best for your business.
Combining Pinterest with other tools
Pinning at prime time for your ecommerce website
It’s a good idea to do some research about when your target customers are most active on Pinterest to make sure you’re pinning at the optimal time for your ecommerce website. But don’t fear, even if Pinterest is most popular with your target customers at 9.30pm on Wednesdays, this doesn’t mean you have to monitor your Pinterest account 24/7.
It’s extremely simple to schedule your pins with tools like these. Just create your pin using the tool and instead of selecting ‘post now’, choose a future date and time.
Keeping in the loop
You can also use tools to set up streams so that you don’t miss any Pinterest action whilst you’re offline. Buffer, Cyfe and Hootsuite will all help you do this.
For example, you could set up a monitoring stream to track any pins that mention the name of your ecommerce website, or streams for keywords that are relevant to your business. This is a good way to find more Pinterest users to grow your audience of potential customers.
Automating your Pinterest strategy
There are free tools out there that can help make your Pinterest strategy as effortless as possible and save you both time and manpower.
For example, it can take time to build your following on Pinterest. You might want to consider using a tool like NinjaPinner to auto-follow accounts that are relevant to your ecommerce website. After a chosen period of time, you can then choose to unfollow those that haven’t followed you back.
Tools like NinjaPinner will also allow you to auto-pin and auto-comment on other people’s pins. You do need to be careful automating activities like these though, you want your brand to appear genuine on Pinterest and not like you are just hungry for as many followers as possible.
Don’t forget that social networks are about relationship building and sharing interesting, relevant and useful content. To see the best results from Pinterest, your brand should always behave in this way.
Perhaps a safer bet for using automation with your Pinterest account is to help you repurpose content.
If you’ve spent time creating a killer visual, why not share it across more than one social media platform to increase your audience?
You can use tools like Zapier and IFTTT (IF That Then This) to set-up automations that instantly repost your content from one channel on another. For example, turning all of your Instagram posts into pins, without you having to schedule them one by one.
You can also repurpose your pins by featuring your Pinterest RSS feed on your ecommerce website or on your blog.
That’s the end of our FounderU guide all about How To Use Pinterest For Your Ecommerce Website. Hopefully, you’re going away well equipped with lots of ideas for a Pinterest strategy that will ultimately help you raise awareness of your Ecommerce Website and your brand.