Utilizing Pinterest to drive sales is an effective tactic for many retail organizations. According to the statistic gathering site Statista, there are currently more than 290 million people actively using Pinterest at least once a month. This represents a substantial portion of the population, one that could easily make or break an up and coming retail business.
Pinterest is a unique social media platform that has enabled retailers to engage and directly market to audiences all over the world. The website’s users, affectionately dubbed “pinners” create boards where they can save their favorite images, items, brands, and other digital memorabilia. This makes it possible for retailers to not only know which of their items have gained the most traction online but also know who their potential customers might be.
Despite its relative popularity and clear usefulness, Pinterest is often pushed to the back burners of a new company’s marketing schemes. However, the benefits of using Pinterest remain abundantly apparent. In fact, an Australian digital retailer recently cited Pinterest as the driving force behind its 500 percent growth.
If your retail business is just now asking, “Should I use Pinterest for my business?”, you’ve already fallen behind and it is time for you to get started. In this article, we will briefly discuss 10 actionable things your business can do to utilize Pinterest to drive sales.
1. Verify Your Business
Verifying your business helps improve its search engine quality and also helps make your business look more professional. Fortunately, as long as your business already has at least some sort of digital presence, verifying its existence on Pinterest is actually very easy. Once you’ve done that, you’ll be ready to begin expanding and improving your page.
2. Install a “Pin It” Button on All Digital Content
If you want to encourage people to actually share and “pin” the content your business posts online, you should do everything you can to make it easy to do so. By installing a “Pin it” button on the content your business posts online, people will be able to connect with your page in a single click.
3. Use a Simple, Memorable Logo
When people are scrolling through Pinterest—especially when they are scrolling on their phones—complicated logos will end up being more distracting than they are productive. In order to effectively spread your brand and get through to your audience, consider using a simple logo with a “flat” graphic design scheme. If your logo is currently a full word, consider switching to using a single letter instead (at least for social media).
4. Develop Multiple Pinterest Boards
If you are a retailer, you likely sell items that can fall into multiple different categories. Instead of using one Pinterest board for your entire company or brand, you will likely be much better of creating multiple specialized boards, sorted by category. For example, if your business is a sporting goods store, you may want to sort via sport, targeted age (children versus adults), season, or various other categories. This will help you narrow your approach and create more targeted results.
5. Create Exclusive Marketing Campaigns
One of the best ways to get your Pinterest page off the ground and running is to give people a tangible incentive to follow you. Doing things such as offering certain products early, rewards points for followers, and digital coupons will help inspire your followers to actually stick around.
6. Engage Your Audience
Instead of using a passive approach to social media, it is much better to be active and engage your followers directly. By directly responding to your client’s inquiries, comments, and posts, you can demonstrate the care you have for your customers and begin building long-term relationships. Over time, a single interaction can go a long way.
7. Expand Your Brand
Even if your business sells a very specific product, you can use this a launching point to connect your brand to other things. For example, if your business sell dog treats, it would be appropriate for you to post things about healthy exercise habits for dogs, even if you have no exercise-related products. Remember—you are not selling a specific product, you are selling a product image.
8. Synchronize Your Social Media Outlets
In order for your business to be successful on social media, you need to extend your reach to the greatest extent you possibly can. This means that you should not only have a Pinterest account, you should also have an active Twitter, Facebook, Instagram, and other accounts as well. Once these accounts are up and running, you can increase your total clicks by sharing across multiple platforms.
If you allow your social media accounts to become inactive, you will quickly begin to lose followers and your sales numbers will suffer. Because there is no limit to the number of total posts you can share, boards you create, or the amount of time you can spend on Pinterest per day, feel free to be liberal with your sharing. By ensuring your account is actively in use, you will be able to reinforce your brand and retain the attention of your customers.
10. Track Analytics
Naturally, if you hope to ensure that your Pinterest efforts have been effective, you will need to find a way to quantify your results. Fortunately, Pinterest offers a wide range of analytic features that can help you see where you’ve been succeeding and where your brand needs improvement. There are also plenty of supplementary analytics tools available that may be worth looking into.
Pinterest is an excellent platform for your business to express itself and build lasting connections. However, simply creating a Pinterest account will not be enough to guarantee success. By keeping these helpful tips in mind, you can improve your social media presence and, ultimately, improve your bottom line.
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