Cash in on Pinterest for E-Commerce
Published: December 12, 2012
Author: Molly Shotwell
Today’s post is by jack-of-all-trades Account Coordinator Julie Vera, who hasn’t met a marketing platform she can’t learn.
The potential to make a sale strictly on the grounds of visual appeal is enormous, thanks to Pinterest. We cannot deny that, in many instances, it is easier, faster, and more pleasant to browse for a new look via thumbnails than it is to browse a website. Now that Pinterest has proven that it can drive a considerable amount of traffic (to the tune of 1.84% of all web traffic), it’s up to marketers and advertisers to utilize the channel to support e-commerce. Here are some tips for getting the most out of your Pinterest boards.
Tracking Your Campaigns
Use a low-price resource, such as Reachli (formerly Pinerly) to track the success of your campaigns. Reachli allows an advertiser to monitor Likes, Repins, and Clicks for any given pin and can aggregate data across other social media channels like Tumblr, Google Plus, Facebook and Twitter. Reachli can even help you with audience segmentation and attributing sales data to your campaigns.
Attribution, Attribution, Attribution
If you’re a seasoned digital marketer and routinely use AdWords or Analytics, then you’ve had your fair share of ‘first click’ or ‘last click’ attribution problems. How can we say for sure that Pinterest or AdWords caused a sale if the user happened to engage with both channels? ‘Last Click’ measurements often over-count Google-related channels and underreport others.
Platforms like Ohtootay use custom URLs and cookies to track the engagement. When the user actually arrives on your domain, the code will fire off and attribute the sale correctly to Pinterest.
While maintaining your visual elements is certainly the most important part of being successful on Pinterest, using tagging and descriptions to the fullest extent will help your potential customers find you and your products easier. Like Twitter, advertisers and content-sharers will often use hashtags to ‘tag’ their assets. Tag your brand name, product name, or perhaps item number. Give users as much information as possible, so that if they wander over to your website to make a purchase, they’ll know exactly what to look for.
One thing that is difficult to do in a visually centered environment is search for things you like. (And here at PPC Associates, we’re all about search, queries, and making things easy to find!) A simple search in Pinterest might not reveal too much. Run a search for ‘engagement rings’ in Pinterest and notice that you may not find too many relevant results. Be sure to include detailed (but not too long) descriptions of your product or image. Remember that, often, a person is searching for a style, use, or generic product – not your brand name or branded product name. A good idea would be to include a detailed description of your product along with the brand name, like so:
If you’re serious about adding Pinterest to your marketing mix, consider “cross-pollinating” and adding Pinterest to all other social channels and your website. With a business profile on Pinterest, it is easy to add ‘Pin-It’ or ‘Follow’ buttons or integrate ‘Profile’ or ‘Board’ widgets. Make it non-intrusive and easy for the user to add the product or image to their personal boards.
Pinterest is obviously a visual community. As such, image quality should be at the top of your priority list! Be sure the photos accurately reflect what is on your website and are of the highest quality possible. Photos that seem visually striking and attention-getting are likely to be shared more often.
With a business profile, there are a number of features that you can utilize to start a conversion with your potential customers. Promoted Pins, for example, are a great way to start. In your website or on Facebook, you can create a page to display any of your pinned products. Additionally, a business can also use the Collaborate feature to invite other Pinners to collaborate on a board with you. Post questions, challenges, and contests for Pinterest on other social media accounts.
Listen to the Source Page
It’s easy to see if users are pinning products directly from your website. Simply go to pinterest.com/source/yourdomain or pinterest.com/source/yourblog.tumblr.com (for Tumblr pages) to check out your activity. As always, we like to stress attribution and tracking dollars from social media right to ROI. These pages are incredibly useful for tracking numbers across Pinterest, Google Analytics, and any other platform you may be using. Be sure that you are not over counting or undercounting pins or revenue to get a true sense of your success.
– Julie Vera, Account Coordinator