Whoever knew that digital scrapbooking could be so much fun?
With 150 million users Pinterest has a slightly smaller footprint than other social giants like Instagram or Facebook. Of course, sometimes the best things come in small packages.
Pinterest is a dream come true for marketers. 96% of users regularly research products on the channel, while 87% buy the items they see. In fact, research shows that Pinterest bests Instagram at influencing purchasing decisions with US users.
Pinterest is particularly good for streamlining the initial stages of the buyer journey. 93% of users plan their purchases on the platform already. More than half of those plucky pinners also have an annual income of more than $50,000.
So how do you sell to these social scrapbookers?
The best way to sell more on any channel is to know your buyers. Remember that users see promoted pins (we’ll come back to those) based on what they’ve liked and followed in the past.
Importantly, this scrapbook site is a more diverse channel than you’d think. When it first began, the Pinterest user base was overwhelmingly female. Now, 40% of all Pinterest users are men.
Guys like pretty pictures too.
The good news? Pinterest makes targeting your ideal audience super easy. In the past, Pinterest’s “targeted advertising” list features around 400 interests. However in 2017, the platform announced the Pinterest Taste Graph.
The Taste Graph offers a whopping 5,000 categories within the Pinterest Ads manager. With it, companies can reach more specific audiences. The more refined your targeting is, the better your chance of closing those sales.
Pinterest even has “Actalike Audience Targeting,” which imitates Facebook’s “Lookalike” feature. The biggest difference is that with Pinterest, you only need 100 followers to create an Actalike campaign. Additionally, with a variance of between 1% and 10%, you can pinpoint a far more refined audience than you’d get with Facebook.
If you’ve been using Pinterest for a while now, then you may still be using your personal profile. While a personal Pinterest account is great for your hobbies, it can’t compare to the tailored power of a Business account.
Switching your personal profile out for a Business account gives your brand image more credibility. Also, it ensures that you can access a range of options not available to standard users. All you need to do is click on the “Switch to Business” button on your account.
Once you’re all set up, make sure that you make the most of your profile.
Pinterest isn’t just a social network; it’s a search engine too. Just like Google, it relies on keywords to give context to your brand. Optimize your profile just like any part of your online presence by:
Notice how we use the key terms around social media on our Pinterest page:
There are plenty of great ways to sell products on Pinterest, but one of the easiest options is Buyable Pins. These buttons on your profile do what they say on the tin. They give people a way to instantly purchase the items on your Pinterest page. If you use a big ecommerce platform to sell products like Shopify, then you’ll be eligible for Buyable Pins.
To add Buyable pins to your account go into Shopify and click on the “Pinterest/Shopify” page. Click on the “Add” button to pull Pinterest into your sales campaign. Voila – you’re done!
Once your account is set up, pins featuring items on your online store will have a bright blue “Add to Bag” or “Buy It” button. Remember, general category pages won’t show up as Buyable pins. You need to link to real product pages.
You can also simplify your Buyable Pin experience by downloading the browser button for Pinterest. The plugin means that you can quickly save best-selling items to your Pinterest boards and add descriptions without going to your social site.
If you thought buyable pins were the only ones worth having, think again.
Pinterest also offers Rich Pins. You can play with your rich pins in the Ads Manager section of Pinterest, and you’ll find 6 categories to choose from
When you’re learning how to sell on Pinterest, Product Pins are your best friend.
Product Pins give you a code to place on your account and website that connects your store information to your Pinterest account. That means you can share real-time availability, price information and descriptions in an instant.
Made.com, a company that makes unique home furniture, saw a 36% increase in website traffic, a 106% increase in transactions and a 173% increase in revenue when they started using rich pins.
Pinterest hasn’t always had an advertising focus.
When the site first launched, it was all about having fun with images. While it still serves that purpose today, it’s also capable of so much more. The Pinterest Promoted Pins feature emerged in 2017, giving modern brands the chance to upgrade their online efforts with cost-per-click campaigns.
Promoted Pins are similar to any of the CPC campaigns you might run on Facebook or Google. You simply specify a budget and duration for your campaign and you’re ready to go. Don’t worry – you’ll only pay when someone uses your pin to visit your site. You’ll also be able to monitor and optimize your campaign as it runs.
Like most promotional campaigns, it won’t pay to promote everything. Push your cash into your highest-performing and trending products instead. Promoted pins help you draw attention to your brand and reach new customers. They’re great for seasonal sales and new product launches.
When you first add Pinterest to your sales strategy, it’ll be tempting to put all your focus on your online store. However, like any social channel being successful on Pinterest isn’t just about selling products. You also need to delight and engage your audience:
Just like Instagram, Snapchat, and even YouTube, Pinterest is all about pictures.
You’ll need some eye-catching images if you want to capture your audience’s attention.
Fortunately, there are plenty of great tips out there to help you boost your sales strategy. For instance:
Combine your images with your keywords, a catchy title and plenty of useful information and you’re sure to sell.
Look at Whole Foods’ stunning Pinterest page for instance. Not only does it use the right keywords and phrases, but it also maintains a unique brand personality through attractive images in distinctly natural colors:
Finally, to make the most of your Pinterest sales, you’re going to need a solid strategy. Social media tools like Sprout Social can help you to track, plan and monitor your Pinterest posts. The more you track, the more you’ll be able to connect with your target audience.
Sprout Social can help you to figure out which images have the best impact on your audience. It’s great for tracking engagement and optimizing your ads. Sprout Advanced Analytics powered by Simply Measured can even tell you which boards need the most help with a Pinterest Channel Report.
Just like with any other part of your social media presence, posting the right content at the right times will allow you to get more value from your Pinterest content. For instance, CoSchedule suggests that the most lucrative times to post on Pinterest are:
Pinterest has gone overlooked in the social selling sphere for too long.
75% of saved pins come from businesses. What’s more, 40% of the customers on Pinterest have an annual income of over $100,000. It’s incredible to think that there are still companies out there ignoring the benefits of Pinterest selling.
Start your campaign now and you can be on the cutting edge of the new social media wave. Plus, you’ll have a fun new hobby to enjoy too!
This post How to Sell on Pinterest: A Step-by-Step Guide for Social Brands originally appeared on Sprout Social.
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