Pinterest, still in its infancy, now has the top spot in terms of social platform buzz and attention. Plus, in terms of measurable, financial impact it is the new leader of the pack. Which of course, is why businesses of all kinds; big and small are flocking to this amazing marketing tool.
If you’ve ever heard any of the Pinterest executives talk they’ll tell Pinterest is not a social media network but more of a massive search engine. “Pinterest is not about sharing with your friends,” Sharp says to Business Insider . “It’s about saving ideas for your future.”
What most people fail to realise is that when combined with a CRM such as Pipedrive (review here), you can actually turn Pinterest into a very powerful sales tool.
From a marketers perspective this is great because Pinterest users tell you what they love on Pinterest. They’re planning for their future. “There’s no marketer that doesn’t want to be involved in a customer’s future,” noted Bradford, Pinterest’s Head of Partnerships. With traditional search engines, however, the focus is more so on something the consumer wants to do now, not later on. “Pinterest has a longer life with consumers,” she explained.
Those who think that Pinterest mega success is derived by just pinning bunch of pretty pictures and videos about their products are really missing the boat. Pinterest, a massive business acceleration tool doesn’t work like that. Surprised, most people are.
And guess what, it’s not just for ecommerce sites. Did you know that over 14 million articles are being pinned on Pinterest every day? So if you’re a blogger or a publication you need to get your act together and leverage Pinterest fully and properly into your marketing mix.
How does Pinterest lead to sales?
According to a recent study by Millward Brown they claim that Pinterest plays a huge role in influencing purchases and most Pinners have bought something because of Pinterest. 52% of approximately 1,500 active Pinterest users surveyed agreed that Pinterest helps them find items they want to buy. WOW! Of those who have actively used Pinterest in the past 6 months:
- 96% have used Pinterest to research and gather information
- 93% have used Pinterest to plan for purchases
- 87% have purchased something because of Pinterest
The survey also revealed that:
- 30% of surveyed Pinners said they bought something online
- 32% said they purchased an item in a store after viewing Pinterest content
- 52% said Pinterest helps them find products they want to buy
- 75% said they had visited a retailer or a website after browsing Pinterest
In addition, the study shows that Millennial Moms tend to use Pinterest as a planning tool during key life moments, big and small. In fact, active Pinners are 47% more likely to be going through major events in the next 6 months, from getting married and buying a home, redecorating or re-modelling, to having a baby or planning a special occasion, buying a car and taking a vacation. That’s huge!
According to Shopify:
- Average order value of sales coming from Pinterest is $50. Higher than any other social.
- #2 source of social media traffic to Shopify stores
- Daily visitors to the Mall of America 100,000
- Order generated from Pinterest increased by 130% in non-US countries from 2013 – 2014
Pinterest Marketing Expert Actionable Tip:
Make sure you have content around those themes and if you’re in the wedding, baby, homes and special occasion’s business you’d better get on Pinterest fast before your competition does.
It’s clear to me that Pinterest should be a big part of your marketing mix. Driving traffic back to your website or into your stores will lead to new sales transactions. That is what Pinterest does shockingly well from a business perspective. How does Pinterest lead to sales? With that in mind here are 20 things to do right now and start making money on this discovery tool site:
1. Leverage your Pinterest and Twitter account. There’s very little conversation that goes on Pinterest which is why adding your social networks makes it easy for you to promote your pins. Connect your Gmail and Yahoo account voila…start inviting people to follow you on Pinterest!
2. Add location on your Pinterest profile. If your business is located locally it’s important that you let Pinterest users know where you are located.
3. Include Pinterest’s social sharing buttons like “Follow me on Pinterest” along with your other social icons above the fold and on the bottom of every blog or website page. When Indigo launched Pinterest sharing tools on their website in early March 2013 the company saw an almost immediate 78% jump in social sharing and 218% leap in social traffic. Pinterest doubled their social traffic and increased conversions by 50%.
4. Add the “Pin It” button. Did you know that after companies like Ikea and Target added the “Pin It” buttons to their websites they saw tremendous results: eight of Pinterest’s top 10 retail brands prominently display a Pin It button and brands like Ikea and Target generated nearly 1 million shares (aka pins and repins) from their website. According to a study by BrightEdge Technologies, web pages with share buttons are almost 7 times more likely to be shared than ones without.
5. Add a Pinterest tab on your Facebook page. You can get it for free from http://www.woobox.com Add the Pinvolve tab for free http://www.pinvolve.co Pinvolve automatically pulls in your latest pins on Pinterest, Instagram photos, and Facebook posts and displays them beautifully on your Facebook page.
6. Pin on a daily basis with helpful content that your target audience will want, love and need.
7. Feature trending topics (seasons) because they see a 94% increase in click-through-rates! Imagine that! 94% right now – think about that. Some examples would be Super Bowl, Valentine’s Day, Christmas, Easter, Mother’s Day, July 4th, The Olympics and so forth.
8. Apply for Promoted Pins! Promoted Pins perform long after a campaign ends. Since Pins are evergreen and last forever, Pinterest claims they often saw an extra 5% bump in earned media in the month following the end of a campaign.
9. Go to the “Popular” category on Pinterest. This will help you find out what the most popular content is and therefore what is worthy of being repinned. Armed with that type of data you are in a better position to innovate and decide which products are best to market and carry.
10. Create a group board to gather market intelligence. Images that are being shared by your target audience say “this is what we want” and “give us more of this”.
Follow Pinterest Marketing Expert Anna Bennett | Pinterest Account Management Services| Pinterest Consultant’s board Pinterest Tips For Businesses: group created by Pinterest Expert Anna Bennett on Pinterest.
11. Study your competitor’s Pinterest page. Check out their most popular boards. You can easily find what people are pinning from their website by going to http://www.pinterest.com/source/yourcompetitorswebsiteurl.com
If they are crushing sales with a product type, style or price point you are missing then you might be able to earn some of those sales back by making changes.
12. Go to your “Followers” tab on your Pinterest home page and make a list of the pinners you want to reach out to. Send them a note through their Facebook or tweet them if they have made that available on their about section. If not, comment on one of their pins by writing something like “Thanks for the follow. Let me know how I can help you”.
13. Go to http://www.pinterest.com/source/yourwebsiteurl.com and look who is pinning content from your website. These people are definitely interested in your content.
14. Create a board that features your products and services. 20% of your overall content should be allocated towards what your business offers.
15. Create strategic alliances and be partner focused, no me focused. How, support them first, get them some leads, referrals, get them some killer new idea to help them grow and in turn, in time they will help you too.
16. Offer a referral fee to others if they help you make a sale. I’m big on thank you cards so don’t just email someone when they’ve done something thoughtful or have gone out of their way for you – sit down, get a nice stationary or card, buy a stamp and write a thank you note.
17. Share your original pins on all your social networks. If you have a blog even better! It’s free and you will grow your brand profile. It can be better than buying social actions in many cases.
18. Install your Rich Pins! Retailer Target has seen a 70% increase in traffic from Pinterest to Target.com since rolling out Rich Pins in early 2013.
19. Create Pinterest contests. When The Grommet ran a two-week spring fever themed contest all participants were eligible to win a $200 gift card. It resulted in more than 4,000 product images were pinned on the Grommet Pinterest page, including 555 repins and 136,000 impressions!
20. Pinterest marketing is not free. You need the right images and a team to manage your account properly. A lot of is a combination of science, art, and business acumen. It requires skilled experts, a plan and time. It is not a part time I’ll get to it whenever I have spare time type job for the young kid in marketing. Figuring out how does Pinterest lead to sales on your own is just not smart business. Wasting time is wasting money. Get help from an expert or take my Pinterest Marketing for Business course online.
The bottom line is Pinterest can drive a mind boggling amount of referral traffic to your website. That in turn drives new sales. If you want to reap the rewards of Pinterest marketing you need to have a cohesive plan, pin content that your target audience can’t resist and measure your results so you know what’s working and what’s not.
Thank you and good luck. “Pin with a caring heart” and you’ll make more money with Pinterest!