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Pinterest—it’s not just for recipes (though if you are looking for a recipe, I highly recommend it). More and more, businesses have been finding ways to use social media sites like Pinterest to expand their brand and entice new business. At Blue Corona, we find Pinterest particularly appealing for our remodeling clients. One quick search through the home décor section of Pinterest will tell you why.
Of course, there’s another sector that stands to benefit from the social site. I’m looking at you, ecommerce sites.
A Small Case Study: Tracking Transactions from Pinterest
Take a look at the following screenshot:
The screenshot shows transactions in Google Analytics for products purchased via Pinterest. As you can see, the social site brought in six unique purchases for a total product revenue of $872.20. Did I mention that was just in one week? Not too shabby.
To compare across social networks, neither Facebook or Twitter generated any product revenue for this particular client that same week. This is not to say that Facebook or Twitter marketing is a waste of time for ecommerce sites, but rather to demonstrate what you might miss out on if you don’t give Pinterest marketing a try.
Of course if you’re going to test out a Pinterest campaign, you’re going to want to get the proper tracking in place. If you need help with this, give us a call!
Why Ecommerce Sites Can Benefit from Pinterest
Another company that’s had great success with Pinterest is Sephora—a beauty product retailer. In February 2013, Sephora’s head of digital, Julie Bornstein, said that Pinterest users spend 15 times more on Sephora products than Facebook followers.
“The reality is that when you’re in the Pinterest mindset, you’re actually interested in acquiring items, which is not what people go to Facebook for,” Bornstein said. “Facebook continues to be just a great customer interaction tool that gives us the real-time ability to dialog with our customer; it’s a big customer-service venue for us.”
She also went on to say, “E-commerce really is still in the first innings of really leveraging the power of social,” Bornstein says. “But we’ve experimented a lot with social shopping, and this is the first one that has really gotten to scale.”
Of course it’s important to note that Sephora is largely marketing to women—who conveniently make up the vast majority of Pinterest users.
Pinterest Tips for Ecommerce Sites
1.) Add the “Pin It” button to your site’s product images. This makes it easy for your visitors to share your product. It can also serve as a bookmark reminder of your product if they don’t decide to buy it right away.
2.) When you upload your products to your Pinterest boards, pinning them directly from that product page via your new “Pin It” button is an easy way to make sure that image links back to your correct product page. Alternatively, you can upload them directly onto Pinterest and customize the Web address you want users to be re-directed to once they’ve clicked the image.
3.) While you want to focus on having a great image of your product to pin, don’t neglect the 500-character description beneath the pin. Write a description that will help sell your product. Even consider putting the price of the product in the description. According to Shopify, Pinterest pins with prices get 36 percent more likes than those without.
4.) Add a section of products on your site called “Trending Now on Pinterest” to show your users what your most pinned items are. Back in November, Pinterest started to roll-out real-time Pinterest data to Walmart.com and Zappos.com to allow them to generate lists of their most-pinned items in their online stores. Until this data becomes available to all stores, you might have you to generate your lists manually.
5.) Consider promoting your Pinterest in your email newsletters. A 2012 study by Responsys showed that more than 55% of major retailers promoted their Pinterest presence through email that year. And that was 2012. You’re late to the game! Here’s an example from Steve Madden:
6.) Be creative with your boards. Don’t forget to take advantage of holidays. Check out some of Sephora’s boards:
If you need help with your Pinterest ecommerce campaign, contact us today.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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