This blog post is adapted from a live video I recorded about Pinterest marketing for my private Facebook community. Want to become a member? Enter your info below:
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You know you should open a free account and start pinning but you haven’t the slightest idea of where to begin. Here are the 3 key things you need to have sorted out before you consider starting a Pinterest marketing plan for your e-commerce store.
Key 1: Content on Your Ecommerce Blog
People often reach out to me inquiring about my services and expressing their eagerness to get on the Pinterest bandwagon – and quickly!
When I check to see if they’re “qualified” to take on a Pinterest marketing strategist, the first place I look is their blog.
Do you have a business blog? Is there anything there or is it just an empty shell? YOU NEED SOME BLOG POSTS. Yes, you can share Pinterest pins of simple product photos, images from your listings, and links to the pages of your site. Blog articles are what will drive traffic and build trust with your ideal customer before they decide to make the purchase.
Why Do You Need A Business Blog?
A business blog personalizes your brand. The informative posts you publish for potential customers will help them get to know and trust you as a reliable source of information, incentivizing them to consider your shop when making purchasing decisions. Content marketing is key to any online business, and providing value in the form of written (or audio/video) content will help you rank higher in search engines, garner more shares online (and hence more exposure) and will generate traffic to your site getting more eyes and attention on your products and offerings. Bonus points if you can tailor your content to attract the attention of a ready-to-buy visitor, by targeting keywords and topics in line with that stage of the buying cycle.
When they are ready to make that purchasing decision and are maybe doing some final research on what they want to buy, if it’s your product, then you should have articles written that explain why your product is the best or things that they need to consider right as they’re about to make that purchasing decision.
You Don’t Need Written Content, Necessarily
If you don’t have a knack for writing (or the budget to outsource the task), short descriptive videos or tutorials related to your products can work. You just want to be sure to embed the videos on your site (as opposed to just linking to them on YouTube or Facebook) so that you can track the traffic you’re getting from Pinterest and also use “stick strategies” to get your visitors poking around your site and checking out whatever you sell.
Note: Short of actually crafting a blog post from your video like I have here, you’ll still want to have a transcription of the video included in the post. This is for SEO (search engine optimization) purposes and so that Google can crawl your website and know what it’s about, possibly listing it in the search results when shoppers Google the key terms or phrases you included in the video.
Key 2: Compelling and Relevant Images or Graphics
Creating content will help you have something to pin on your Pinterest boards. But seeing as Pinterest is the visual search engine, you’ll also need compelling imagery to create the pins that will be the visual links to the content you share. So, what are some things to consider when sourcing your images or deciding what to pin?
Clear, beautiful photos that catch the eye and entice people to click. Even above the compelling copy that you include – whether in text overlay on the graphic or in the pin description – the image is what the Pinterest user will see first and it better make them pay attention.
Images should be clear, crisp and high-resolution (the algorithm used to determine what pins to show will actually ding you for pinning low-res stuff!). You’ll get bonus points if you make slightly longer multi-image graphics showing the steps of a process or a product in various settings.
If you hit a limit with your product images, feel free to use stock photography as long as it’s relevant to the information in the post or page behind the link.
More Ideas for Pin Images
If you sell anything that’s in the home decor arena or DIY/craft products, be sure to have photos of your products in their setting. Examples: decorations such as wall decals for a child’s bedroom, or any wedding-related products that should be imagined in the setting in which they’ll be used. This gives pinners the chance to visualize the product in their own lives, as opposed to just seeing the product alone on a white background.
I’m not saying that it’s wrong to pin product photos on a white background on Pinterest; in fact, you should create a board specifically for a product gallery and call it “Our Products”. But you want to attract visitors by helping them imagine using your products in their own homes and at their life events. Pinterest is where people come to dream, plan and get inspired so make sure your products find their place in that user intention.
Key 3: Time and/or Money to Invest in Setting Up Your Profile and Getting the Ball Rolling
Alas, an effective Pinterest marketing strategy is comprised of more than just blog posts and pretty pictures. It takes time, energy and resourcefulness to research best practices.
Why Does It Take So Long?
The account setup takes effort: creating, verifying and establishing your profile with the relevant boards; applying for Rich Pins; establishing connections with other users; choosing and optimizing a Pinterest scheduler that suits you best (<< if you make a purchase through my affiliate link, I may receive a small commission, at no cost to you). You must thoughtfully design your own pins, as well as search for others’ content to share and prove to your audience that you curate high-quality content and can be relied upon as a valuable resource of information and solutions. It takes time to build a following, get your pins and content ranking in keyword search results and to gain traction so you can garner an increasing stream of visitors making their way to your site and offerings.There’s no instant gratification with Pinterest. Click To Tweet
There’s no instant gratification with Pinterest. Patience, persistence, and a solid strategy are required. If you’re too busy running your business but you know you you’re missing out on the organic traffic and sales that Pinterest can deliver, you can, of course, pay to outsource it. Hence the need for time and/or money.
A Note on Managing Expectations…
Whether you’re DIYing it or outsourcing Pinterest account management, you must manage your expectations. Getting results with Pinterest is similar to ranking high in Google with SEO strategies – it can take a few months of strategy implementation for Google to recognize your site as a valuable resource so that it begins to rank in search results. It’s the same thing with Pinterest. It can three to six months of consistent effort in scheduling and pinning to see the pay-off.
Beat the Learning Curve – join my community!
To help you get started, download my free Pinterest Checklist for Shopify and E-commerce Entrepreneurs and get a special invitation to join my exclusive Facebook group where you can get the latest updates on Pinterest strategy and community support as you delve into the profitable world of Pinterest marketing!