To say that use Pinterest to generate traffic is an indispensable ally that allows increase sales in ecommerce it is nothing new.
Since the birth of the social network, we have heard thousands of experts and statistics talk about its suitability.
In this article, however, I’m not going to focus on recounting the big ones. Pinterest advantages to sell more, but to use its advantages to attract traffic to our store blog.
Pinterest, the great ally of ecommerce
In UK, despite having only 19% of active users of social networks, it is also one of the ones that have increased the most. The latest studies, from 2015, show that there has been an increase of more than 100% of users since the previous year, a trend that continues to consolidate during the current period.
In addition, in UK there is another quite different trend from that of the United States, where Pinterest was born and has more followers, in terms of gender. While in the US
Pinterest is basically a female network, with 80% of users, in UK the percentage drops to just under 60%.
Therefore, with 4 out of 10 male users, Pinterest in UK becomes a good tool to reach not only the female audience, but also the male audience. In fact, Pinterest has already become the best-selling social network for ecommerce, ahead of the ubiquitous Facebook.
Enter the catalog
It goes without saying that if our idea is to use Pinterest to generate traffic our profile must be taken care of in all its aspects. This means optimizing all the images we use, having a business account to be able to put the trust seal and consult the statistics and, fundamentally, take care of the SEO of each image and product sheet.
From my experience, pin the photos from our blog or web page instead of uploading them directly to the network, it is a good formula to get more visits, since the user interested in the image will end up directly in the product file or entry where the photo has its origin, even if it does not give to the link that we put in the description.
In just one month of use, I have seen in different ecommerce how visits from Pinterest equaled those of Facebook and Twitter, but without the continuous work that it takes to continually update other social networks.
And, although it is recommended to have the information as up-to-date as possible -and I will not be the one to say otherwise-, a Pinterest image has an infinitely longer lifespan than any Facebook or Twitter post, as long as we have not paid advertising. Pinterest’s effort-benefit ratio is, without a doubt, the most beneficial of all social networks.
Segment the audience
The distribution of the photos on boards allows us to segment the public in the most suitable way, especially if we have an ecommerce with products of a different target.
Also, unlike Facebook or Twitter, the possibility of following the boards allows our followers only obtain the information that interests them, without having to swallow post or any promotion that has nothing to do with it. For the user, it is much more comfortable and avoid spam.
The increasingly widespread use of Pinterest by the mainstream media shows us the way forward. Of course, I will always recommend taking a look at what the competition is doing.
We can come up with ideas and do better.
- Planks on the employees of the company (give greater reliability)
- Create usage guides and practical information
- Pin infographics as press releases
- Featured offers that change
The image and the referred page
Selecting carefully the photos that we are going to use in our posts is essential to attract traffic on Pinterest. Here we can remember the keys that, probably, we have already read thousands of times: photos over 600 pixels, original content, with the highest possible height …
However, in an ecommerce the question we must ask ourselves is the following: Do you want to know more about it? Do you feel like buying the product?
Focusing on content strategy, the first question is the most important, especially if what we want is win leads for the newsletter.
For this reason, we must also remember that when it comes to product images it is always better to put images of people using it than it is in an expository way.
It may seem obvious, but it is important to note that quality content is as important as the image. If not, we will get more traffic from Pinterest but it will not serve us at all, since the user will not trust us.
Avoid misspellings it is also essential.
And it is that having many visits is very good, but it must be clear that in the blog of a store the income comes from sales, not from the advertising of the visits. If not, we are in the wrong business.
Have an emerging advantage with a lead magnetThat is, something that is offered to the user in exchange for the subscription, such as an offer or a free product, is one of the formulas that we can use to take advantage of these new visits that come to us from said network.
The importance of analytics
Finally, we must not forget that online marketing is based on trial and error.
There are no universal solutions, and what works for one store may not work for a similar one. Therefore, we must take into account all aspects of analytics.
From which device is it accessed, what gender do users have, what conversion rate do we have, what are the most successful photographs, etc.
Then, it’s time to analyze the collected data and act accordingly. Even if things go well, you can always optimize.
The Traffic that comes through Pinterest is easier to get but it also requires our effort.
Summing up, to take advantage Pinterest to generate traffic To our blog we must:
- Create boards aimed at a specific target
- Pin the images directly from the input
- Write an SEO Description
- Link input or product page in description
- Optimize blog images for Pinterest:
- At least 600 pixels
- The longer the better
- Original photographs
- People using a product or service
What is your Pinterest strategy?
Journalist and Freelance.
I’m not only passionate about writing, but learning everything I can about everything I write. I love to travel, gastronomy, politics and consult Wikipedia. I watch too many series and I like to be aware of everything that happens.
I came to online marketing by chance, and yet I no longer see myself outside it, even though I run away from becoming one of those experts who can’t speak of anything else. My maxim is also a quote from Ortega y Gasset, “maximum specialization equals maximum ignorance.”