A short guide to using Pinterest for E-commerce

Enjoy Digital
By Enjoy Digital
5 minutes to read

When it comes to social networks with the most potential to drive revenue for brands, Pinterest has been the top choice for socially savvy brands and e-commerce stores for some time.

Pinterest has grown rapidly since its launch in March 2010. The Guardian recently reported that Pinterest has doubled its number of users in the UK in the past year as Britons “pinned” 1.6bn items, with DIY and recipes among their favourite topics.

Market research firm comScore estimates that in May 2015, Pinterest attracted 10.3 million unique visitors in the UK: 54% visiting from a mobile device, 34% from a desktop, and 12% using both.

If you manage an E-commerce site and you’re serious about extending your reach driving more traffic to your site and increasing sales through social media channels then you should definitely be considering using Pinterest. Below is our guide for how you can use this channel to optimise your e-commerce website and social media strategy.

A short guide to using Pinterest for E-commerce

Set-up your business profile and verify your website

Sounds obvious but make sure you set-up a business profile and verify your website. You can verify your site with an HTML file or meta tag. Once your website’s confirmed, you’ll see your logo or profile picture on Pins that people save from your site.

Add a Pin It button to your website

Add the pin it button to encourage people to share pins directly from your website. When people save pins from your site using the Pin It button, the Repins generated from people discovering your content can drive referral traffic to your site.

If you have verified your site as suggested above your logo will be added to those pins and you can track “Re-pins” and impressions via Pinterest analytics.

You can also customise the Pin It button’s size, shape and colour in a few different ways so that it matches your website’s look and feel better by using the Pinterest buttons widget builder.

Categorise your content

Organise the content on your Pinterest profile as you would do on your e-commerce site. Think carefully about the categories or boards that you want to create, as well as decide what type of products from your e-commerce site and content from third party sites that you want to put under those boards.

Take a look at how some of the UK’s top 5 ecommerce brands use Pinterest for some effective naming inspiration. You may choose to take a simple approach to naming pin boards like Amazon, using key words such as “for the bedroom” or “For the kids room” or a more seasonal approach like Argos naming boards “get set for festivals” and “get set for mother’s day” depending on your brand or business requirements.

When adding content to each board, I recommend trying to keep a fairly even mix of pins that link back to your own site as well as third party content.

A short guide to using Pinterest for E-commerce

Share appealing and visual content

It goes without saying that it’s vital your content is interesting, engaging and appealing as this will encourage re-pins and new followers. Pinterest users love inspirational, beautiful photos/ graphics, or images that are extremely helpful, clever, or informative. Some of the most popular pins on Pinterest feature quick visual ‘how to’ guides and advice.

Be creative and experiment to see what content gains the most engagement from your target audience. Use Pinterest Analytics to discover what drives the most traffic and revenue. Once you’ve added the Pin It button you’ll be able to see what people are Pinning from your website and Re-pinning from your boards, so you can create more of it!

Use Rich Pins

One of the best things about Pinterest for e-commerce sites are Rich Pins. Rich Pins are Pins that include extra information within the Pin itself. There are 6 types of Rich Pins: app, movie, recipe, article, product and place.

Product Pins offer additional information that’s linked back to the content from your website. All the key information from your website is included, such as price and availability of the product (much like Rich Snippets in SEO). This is particularly important for product pins as stock and pricing information can be in real-time. An added feature of using this functionality is that users can be alerted to changes in price e.g. when items are on sale, for example, if a user has pinned an image that has since gone on sale they receive an email alerting them to the new price.

To add rich pins to your Pinterest profile you’ll need to add meta tags to your website to apply them on your pinned content.

Schedule your pins

It seems like it has been a long time coming but there are now a number of scheduling tools and apps, a couple I recommend checking out are Tailwind or the Viral Tag Hootsuite App.

Using a scheduling tool means that you can save time by planning your content in advance as well as evenly spacing out your pins out throughout the day and night. (It’s best practice not to bombard and flood your follower’s feeds at some times while missing others).

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