Clever Ways Businesses Are Using Pinterest…Or Maybe Not
This is PART 2 of a 3 part series on “How Businesses Are Riding High on Pinterest”.
Let’s dive in and see how businesses big and small are leveraging Pinterest to increase traffic and sales. (And I might add, more powerfully than any other social platform)
Let’s begin with Southern Swim whose inspirations are drawn from the culture and lifestyle of those who live around the waters of the South.
In December 2013 they decided to launch their products on Shopify
They only use social media for advertising and marketing
Created boards for each brand from their inventory
20 – 30 Hashtags make up most of their pin descriptions… I do not agree with this method! Its way too spammy and I doubt very much they will have many pinners sharing this type of tactic. Check out their pins that are stacked with hashtags and you’ll see that many are not getting many repins!
Here’s what they said “For social sharing, we felt this was more effective than a traditional product description”.
Use analytics data to help in purchasing decisions based on styles, colors, cuts and so forth.
They use local models for their photo shoots
Integrate Pinterest in their email marketing
After five weeks Pinterest generated over 120,000+ impressions and drove over 40,000+ visits to our website
Bounce rates is below industry average
Pinners are viewing an average 5 pages on their website
Based on my observations; first nice results, another example of how Pinterest drives sales and second, there is room for improvement so they could attract even more followers and get more repins.
They have no board descriptions which doesn’t help them get found on Pinterest. Meaning they have no SEO power on Pinterest and get no organic Pinterest traffic. That is a huge amount of traffic to just say pass on.
They do not have any helpful tips (remember…offer solutions to your audience’s problems). Pinterest succeeds best when an indirect sales approach is taken.
They have way too many product images.
They may be happy with their Pinterest results (40,000 more visits is cool) but as a Pinterest consultant I can see that they still have tremendous upside potential with Pinterest if they changed tactics and did things differently. Integrating Pinterest into their email campaigns is smart & a good idea.
My take is: learn from their mistakes & don’t repeat them. (Less the email integration tactic)
Next is Amazon MyHabit and according to a recent article from SiliconAngle, Matt Repickly Head of Marketing goes on to say “For us, to see Pinterest’s growth and level of engagement within the platform, that really helps us shape the type of content we share on Pinterest and how it can be used outside the platform. We can drill down to specifics across categories like home decor and fashion. Understanding how those pieces fit together is crucial”.
Check your analytics to see what pinners are repinning to help you produce more content that is in line with what your audience wants.
My take is: good example, do that.
Third on the list is how Urban Outfitters has been pinning images of their fans wearing their products. I’m a big believer in getting your customers and followers to engage with you by having them take images of how they use your products and services. Fans love this!
They love the special attention they receive and it’s a great way to build your brand advocates.
There are not a whole lot of conversations going on in Pinterest so this is a powerful way to engage with them.
The other benefit is you’re getting others to create content for you which saves you time and money. And let’s not forget that online users trust a stranger’s opinion more than brand. Urban Outfitters is also gaining market intelligence because their customers are giving them images of what they want & love! If you knew want your customers loved wouldn’t you want to keep giving them more of it?
1) Build more brand advocates by asking your fans to take images of how they use your products and services and dedicate a board to showcasing your “Raving Fans”.
2) Create a hashtag so others can follow the trend. It can be something like #FansLove and if you can build in your business name in that would be great. (one hashtag is fine)
Over to You Pinners…
Have you employed any of the tactics I shared in this blog post? If so, what were your results?
Are you looking to improve your Pinterest results? If so and if you are struggling to do so or you feel like you are going around and around in circles and not getting anywhere contact me to learn more about my Pinterest Marketing Course for Business.