How Retailers Use Pinterest to Boost Sales
Written by Matt Warren • 20th October 2016 • 1 comment
Pinterest is a social platform built on collections – or boards – of beautiful, shareable images, providing a bite-sized visual feed for its users. Most retailers know that it’s wise to set up accounts on all the major social networks (that includes Pinterest), but they might not necessarily be utilising them in the best way. We’ve spoken to retailers to see how they’re using Pinterest to boost their sales.
Lisa Chu, Black N Bianco
Pinterest is one of the most effective social media marketing tools that we use for our business because it gives us an opportunity to showcase our little customers wearing our clothing. When our customers organically share their photos proudly wearing our clothing brand it brings in a lot of creditably and traffic to our site. Not only that, the traffic we receive through Pinterest has a much higher conversion rate than all of our marketing campaigns. Pinterest plays a vital role to the success of our business because we are a clothing company and most of our content are images. Pinterest has been the most successful social media campaign we have used and I cannot see our company continue to grow without it.
Pinterest has a huge community for sharing cute and adorable photos of little kids dressed up. Unlike other social media platforms Pinterest’s main content are photos. Here is an example of a successful pinterest campaign. It came from one of my customers with an authentic review and satisfaction of our product:
When satisfied customers share their photos on Pinterest it brings my brand a lot of creditably. In order to have influential Pinterest users share my products and photos I had to build a social media presence around my industry. Word spreads like wildfire in the social media world. If I build cred around one influential user others will follow suit.
I do not plan my content because that would come off as not being genuine. Transparency is the key to having a successful business social media presence. Encouraging our customers to share their photos and stories through incentives helps boost my Pinterest success. Consumers are becoming smarter and doing a lot more research before they make a purchase online. Pinterest is a great tool to close that gap for hesitant buyers worried about purchasing from our company.
Nicola Ford, Haute Headquarters
I set up Pinterest originally because everyone else was doing it, and it was a recommended social platform. We see some sales from Pinterest and our analytics show that it actually drives more traffic to our site than Facebook does. A few months ago Pinterest let us join the ‘promotional pin program‘ and that has been a nice boost for business. The promoted pins let us target the consumer by keywords, almost like Google AdWords or Facebook Ads.
We have had a nice response and definitely a tremendous amount of brand exposure at a small cost. As a small business owner, you have to watch your budget. It has been my experience that for HAUTEheadquarters.com, Pinterest has been a great platform for generating sales, leads and revenue. We noticed that when the pinner comes to our site, even if a sales conversion does not occur, often times the consumer will join our mailing list. Overall, Pinterest has been a very positive platform for us and we look forward to growing and promoting campaigns through this social network.
Tiffany, Posh Peyton
We are Posh Peyton an online kids clothing boutique that carries the hottest and the latest in kids fashion trends and we use Pinterest as a platform to boost our online sales.
We use various methods to boosts our sales via Pinterest like:
– Promoted Pins
– Social engagement via: comments, pin likes and shared board pinning
Daily pining engagement
– Creating boards and pins that draw pinners in aesthetically
Pinterest is a wonderful platform to use allowing you to create visual boards around your brand or products, while giving you a great opportunity for brand awareness by having your product pins repined millions of times over. This organic process naturally creates an almost viral affect in a visual branding sense. Promoted pins are a wonderful new asset to the Pinterest platform because it allows you to get your product pins in front of a vast audience of potential customers. But promoted pins not only allow pinners to repin your items but to also trace the pin back to its origin, bringing a curious audience of potential shoppers to your site.
We have found that Pinterest is bringing in a great amount of traffic to our site on a daily basis, with the platform even encouraging pinners to repin our products directly from our site. It’s also giving us a great opportunity for brand exposure!
Jennifer Kurko Kiss Freely
Although both Pintrest and Instagram both use rely on the visual aspect of the product, I use both platforms differently. For Pintrest, I have boards that display my products with descriptions, much like I have on my website. The benefit of Pintrest is really the ability to window shop on a massive scale. My goal is to present my products as I would in a store. I am also in the process of integrating my Pintest account with my e commerce site (Shopify) to enable buy directly from my pins.
I find that people who find me on Pintrest convert to buyers much quicker than on Instagram. I really hope to capitalize on that through the direct buy option and increasing my presence on Pintrest through cross posting of my blogs and videos.
Carole Rains, Founder, Rustic Artistry
Rustic Artistry is an online shop that features artisan crafted furniture and decor, customizable to customers’ needs and style. I’ve been using Pinterest as a marketing platform for two years. It’s an excellent platform for getting my company name in front of people who are my target audience: those who like rustic and western decor.
My technique is to fill my boards primarily with photos that show beautiful cabin and lodge interiors and exteriors, and then scatter in pins of my products. Business owners should create boards around the lifestyle interests of their followers as opposed to boards that contain nothing but their products. The problem with a products only board is that they get stale, and new followers to their account won’t be exposed to those old pins in their feed.
An underutilized ability of Pinterest is to collect emails. I have done this by creating a multi-image vertical pin for a piece of content that my potential customers would be interested in. The image includes a Call-To-Action to click to get the guide. The pin description also includes the URL that links to the sign up page on my website. So with one pin I’m able to collect emails and send people to my website, at no cost to me. The beauty of this pin is that it has been successfully doing its job for more than a year, and continues to get repinned so is always reaching new viewers. I’ve gotten hundreds of email signups from it and it is my most shared pin of all time.
Every few months I’ll pin it again to my most popular board and the process starts all over again with the new followers from the past few months clicking and repinning.
This is the pin:
Pinterest is my number one social referrer, and has generated 7% of my sales dollars.
As you can see, you can achieve real success by investing a little more time in utilising Pinterest as a marketing tool. Retailers are seeing real results, so start upping your game on Pinterest.