How to Propel Product Sales on Pinterest
There’s still some time left to use Pinterest for Business to promote your products on Pinterest before the Christmas rush but you’d better hurry up.
Why should you care about Pinterest for business?
According to a study by Millward Brown they claim that using Pinterest for business is extremely influential at driving online purchases:
- 96% of all Pinterest users have used Pinterest to research and gather information
- 93% of all Pinterest users have used Pinterest to plan for purchases
- 87% of all Pinterest users have purchased something via something they found on Pinterest
By the way…there are over 100 million Pinterest users. Do the math.
How to use Pinterest for business.
There are three easy ways to get your products in front of the right audience on Pinterest:
- Promoted Pins
- Buyable Pins
Let me explain how each one works.
That means getting found near the top of the Pinterest search engine results. Getting your account set-up properly with basic SEO tactics is the first step to getting your wares in front of your target audience. Then you’ll need to highlight your product boards in the first row of your Pinterest page. Make sure you have optimized your account so you rank high on Pinterest’s search engine. This is critical and why I have said it twice.
If you’ve been on Pinterest for some time now I encourage you to create new boards highlighting your previously pinned products and spice them up by mixing it with other aspirational content. Just make sure that you’re not including other products that are directly competing with yours.
Keep your audience inspired and entertained by creating boards featuring the most popular holiday trends such as holiday recipes, holiday crafts, DIY holiday gifts, holiday decor and so forth. Even if that stuff has nothing to do with your products because the trending topics will gather more eye balls to your page and that increases the odds more people will fit your target audience profile. According to Ahalogy wreaths make up 30% of DIY & craft pins! Position these holiday trends after your products and/or services.
The reality for businesses using Pinterest is that growing your followers organically takes time because you are basically competing with others who are using the same keywords as yours. Remember that Pinterest is a search engine tool so it is vitally important that you garnish those keywords in several areas of your Pinterest account. I’ll say it again… this is crucial to getting your products found. Be patient. This is not a sprint but a marathon.
Pinterest For Business
Pinterest Launches a New Way to Search For Your Favorite Products!
Have you ever been frustrated because you found something you really loved on Pinterest but then could not find any place to buy it? Pinterest has now solved that problem.
Starting today, Pinterest released a visual search tool that will revolutionize the way you shop on Pinterest! Pinners from all parts of the world will be able to use this tool on iOS and Android mobile and on their desktops.
For example, when you find an object on a pin that you love, you can tap the object with a search tool, and then drag the zoom tool over the item and Pinterest will show you similar products of that item. What this means is that Pinterest has expanded from just key word search capability to visual search capability. Pretty cool!
According to a Pinterest spokesperson only organic pins are eligible to show in visual search results.
Photo credit: Pinterest Blog
2. Promoted Pins
Promoted Pins are ads you pay for and are offered to businesses in the U.S. and Canada. Businesses that have their sites verified on Pinterest. Then you have to apply for them. Getting approved can take several weeks from my experience.
The beautiful thing about ads on Pinterest is that they are so subtle that they do not annoy Pinners. According to a Siegel+Gale study survey data from more than 12,000 consumers in eight countries found that ads on Facebook and YouTube disrupted their experience. The bottom line is that Pinterest ads are more natural and preserve the user experience.
Using Pinterest for Business tips to keep in mind:
- You can choose to pay for a close up (clicks to see it up close), a repin, or a click through. I would personally choose click throughs if you want to drive more traffic to your site.
- Pins that you can promote are those that are on your existing boards.
- Set your own budget starting with at least ten cents per click.
- You cannot promote Buyable Pins and Cinematic Pins
- You can promote any pin, even if the pin is not from your website.
BREAKING NEWS! Pinterest announced at the Web Summit in Dublin in November that it will launch its Promoted Pins in the UK during the first six months of 2016!
According to Pinterest Promoted Pins see engagement rates that are 2-5%, higher than the industry average. The beautiful thing about Promoted Pins is that they typically receive an average increase of 5% in earned impressions 30 days after the end of a campaign. Kendall, Pinterest’s general manager of monetisation, who was formerly director of monetisation at Facebook, told Marketing Week “Our research shows that if a Pinterest user engages with a Promoted Pin, they are two to four times more likely to buy something. It is a natural place to put advertising.”
Remember when you are using Pinterest for business that you are also competing with other businesses that are using the same keywords as you so if you’re not getting many clicks its most likely that another bidder is beating you with more aggressive budgets. Your Promoted Pins will show up in Pinners relevant search results, home feed and category feeds. Bottom line; if you don’t have the patience to get your pins in front of new customers organically Promoted Pins are your best bet.
Keep in mind that it will take at least a week to get your ad approved. To ensure there are no delays in getting your approval follow these ad rules which are published on Pinterest:
The following is not allowed on the image or description:
- Lots of hashtags
- Improper capitalization or lots of symbols
- Exaggerated claims
- Shocking content or profanity
- Nudity or sexually explicit content
- Implied Pinterest affiliation
Do not add this on your image:
- Calls to action
- Confusing design elements
- Testimonials and ratings
Do not add this in your pin description:
- Promotions without full dates
Destination landing page: We have restrictions on what you can include in the page your Promoted Pin links to…
- Exaggerated claims
- Hard walls
- Inconsistent content
- 3 or more ads above the fold
- Bridge page
- Automatic downloads
Ad relevance and targeting: Please be straightforward about your product, and target the right audience. That means you should…
- Accurately reflect your product, service or brand
- Target the right audience
- Not target any audience based on sensitive categories
- Identify an accurate destination URL
- Maintain authenticity when acting as an agency
Products and services with promotion restrictions:
- Adult products and services
- Weight loss products and services
- Pharmaceuticals and supplements
- Weapons and explosives
- Online gambling and lotteries, or games of skill
- Imitation or counterfeit goods
- Products from endangered or threatened species
- False documents
- Illegal activity
- Malware and hacking
- Pinterest incentives
- Deceptive subscription services
- Unacceptable business models
- Political campaigning ads
Please also follow these rules
- Don’t use affiliate or redirect links
- Respect our community’s data and privacy
- Be transparent about conversion tracking
- Stick to one advertiser per account
- Respect the rights of others
Pinterest for Business Promoted Pins Success Story
According to 4C Insights advertisers have been going big on Pinterest. Their clients ad spend has more than since January — a rise of 7.7 times.
Clicks on Pinterest are up by a factor of 6.5X since the beginning of the year and re-pins of ads are up 5X since January. Ad impressions have grown by 3.3X this year, 4C finds, and click-through rate of ads on Pinterest has doubled.
Pinterest for Business Update June 9, 2016
Pinterest announced it is partnering with Oracle Data Cloud to measure the return on investment for ad campaigns for 29 consumer packaged goods companies. The study reportedly found:
1)Promoted Pins drive 5x more incremental in-store sales per impression” vs. other online advertising.
2) Pinterest users were highly desirable prospects. Nearly 40 percent of Pinners make over $100K each year.
3) Compared to the national average, CPG brands are 3x more likely to reach existing customers on Pinterest — and those customers spent 16 percent more.
4) People who engage with Promoted Pins are 12 percent more likely to be buyers of that brand.
3. Buyable Pins
If you haven’t heard about the Buyable Pins, you need to. What you need to know is that it’s only available for U.S. based Ecommerce sites and you have to apply for it. Note: Buyable Pins are currently only available for merchants selling in USD and shipping products to the USA. Businesses take all the profits because Pinterest doesn’t take a cut of those retail sales
You will only find Buyable Pins on iPhones & iPads; Android for U.S. based users. Expect to see Buyable Pins in a few areas such as the Pinterest Shop, search filters, the home feed and on business profiles.
To get approved takes much longer than what you may typically experience with the Promoted Pins. Pinterest partnered with ecommerce platforms Shopify and Demandware to enable buyable pins for their merchants. Pinterest has a vetting system that they go through so just because you have a Shopify site doesn’t mean you’re automatically going to get approved.
Pinterest for Business
According to Pinterest:
- The number of Buyable Pins doubled since the launch this summer, to more than 60 million
- The number of merchants participating doubled since launch, to more than 10,000
- Purchases occur across a range of price points, primarily in women’s fashion & accessories
- The most popular products are included here
- Mobile conversions are higher compared to non-buyable Pins
- Merchants say Buyable Pins are strong drivers of customer acquisition
- According to Michael Yamartino, Pinterest’s head of commerce the vast majority of sales partners are getting are from customers that have never bought from them before.
- A study of Buyable Pins from Shopify merchants showed 2x higher conversion rates compared to other Pins on mobile.
- Update March 2016: We surveyed hundreds of sellers after the holidays and they told us that between 84-100% of their sales from Buyable Pins came from customers new to their business.
Buyable Pins Case Study
- From July to September, online marketplace Madesmith received 7 percent of its total orders from Buyable pins, according to data supplied by Pinterest.
- PARC, a Minneapolis-based boutique, said 20% of its traffic comes from Buyable Pins, which are responsible for 10% of all sales.
- FlyAway BlueJay said 20% of its sales in the last quarter of 2015 were from Buyable Pins.
- Modern Citizen, a newer shopping site for women claim that since implementing Buyable Pins and Rich Pins across their entire product inventory, the company saw orders from Pinterest go up by 73%.
- Shophearts, a shop that sells boho-style footwear, accessories and apparel, said Buyable Pins were responsible for 15% of all of its business and 20% of its site traffic over the holidays.
With the holiday season quickly approaching you’ll need to get cracking and make sure you’re doing all you can to reach new customers and supercharge your business as quickly as possible.
If managing Pinterest for your business seems is overwhelming for you and you feel like you are going around and around with Pinterest and not getting anywhere contact me, a Pinterest account management expert about my Pinterest account management services or to learn more about how you can be more effective on Pinterest check out my Pinterest Marketing Course for Business. Chapter one is FREE.