Are you ready to start selling your products on Pinterest? Then you need a Pinterest Marketing Strategy. As a Pinterest Manager and Marketing Strategist, I’m here to help you do just that.
If you’re a product-based business owner, you already know the power of Pinterest. It’s a visual wonderland where millions of potential customers are actively searching for inspiration, ideas, and yes, even products to buy. But let’s face it: keeping up with Pinterest can feel like a full-time job in itself.
That’s where this guide comes in. We’ll dive into a streamlined, actionable strategy that’s perfect for solopreneurs and small teams who want to harness the selling power of Pinterest without sacrificing all their time. I mean you have products to create right?!
Why Pinterest is a Goldmine for E-commerce
Before we dive into the nitty-gritty, let’s quickly recap why Pinterest is such a fantastic platform for selling products:
- Massive Audience: Pinterest boasts a massive user base of over 514 million active users, many of whom are ready to buy.
- Visual Discovery: Pinterest is a visual search engine. People use it to find products they love based on images, making it perfect for showcasing your offerings.
- Long-Term Potential: Unlike other social media platforms, Pinterest pins have a longer lifespan, meaning your content can continue to drive traffic and sales for months or even years.
- High Intent: Pinterest users are often in a discovery and shopping mindset, making them more likely to convert into customers.
- Higher Conversions: If you are a verified merchant, you can expect to see 17% higher conversions…I mean I don’t know about you but I’d take a 17% raise!
Now that we’re on the same page about Pinterest’s potential, let’s get into the strategy!
Related Blog Post: How to Boost Your Product Sales on Pinterest
Step 1: Connect Your Pinterest Tag
This is the crucial first step. The Pinterest tag is a snippet of code that you add to your website. It allows Pinterest to track actions taken by visitors who come from Pinterest, such as adding items to their cart or making a purchase. This data is invaluable for understanding your Pinterest marketing performance and optimizing your campaigns.
If you’re using Shopify, you can easily install the Pinterest tag through their app. If you’re on another platform, follow Pinterest’s instructions for manual installation.
Unfortunately your store on Etsy cannot be integrated with Pinterest, but you can still pin your products and send people to your store.
Step 2: Master Keyword Research
Keywords are the backbone of Pinterest SEO. They’re the terms and phrases people use to search for products on Pinterest. To get your products seen by the right people, you need to understand what they’re searching for.
Spend some time researching relevant keywords for your products. There are plenty of tools available to help you with this, including Pinterest’s own search bar suggestions. Once you’ve identified your target keywords, incorporate them naturally into your product descriptions and pin titles.
You do not need a paid tool to search for keywords on Pinterest, you can do it completely on the platform. Read this blog post that shows you exactly how to do it: Master Pinterest SEO, How to find keywords on Pinterest
Step 3: Optimize Your Product Descriptions (On Your Website!)
Your product descriptions aren’t just for your website visitors – they’re doing double duty on Pinterest! The platform often pulls information directly from your product pages to create descriptions for your pins. That’s why it’s crucial to make sure your website descriptions are optimized for both search engines and potential customers.
If you’ve already put effort into SEO for Google, you’re ahead of the game! The principles of clear, concise language, relevant keywords, and compelling descriptions apply to both platforms. So, breathe a sigh of relief and pat yourself on the back for your SEO savvy!
But there’s always room for improvement. Take a closer look at your product descriptions and make sure they clearly articulate the benefits of your products and how they solve your customers’ problems. Use persuasive language that speaks to their needs and desires, while incorporating your target keywords in a natural, organic way. Avoid keyword stuffing – it won’t help your rankings and can actually turn off potential customers.
Your product descriptions are your chance to make a compelling sales pitch and convince people to click through to your website. So, take the time to craft descriptions that are informative, engaging, and irresistible.
Step 4: Invest in Amazing Visuals
Pinterest is a visual feast, where captivating images reign supreme. Your product photos are your storefront on this platform, so make sure they’re nothing short of stunning. High-quality, well-lit photos that showcase your products in their best light are non-negotiable. Think crisp details, accurate colors, and appealing backgrounds.
But don’t stop there! Take your visuals to the next level with lifestyle shots or mockups. These types of images help potential customers envision your products in their own lives, sparking desire and increasing the likelihood of a click.
Lifestyle shots show your products being used in real-world settings, adding context and aspirational value. A cozy throw blanket draped over a couch, a stylish handbag slung over a shoulder, or a delicious meal prepared with your kitchen gadget – these images tell a story and create an emotional connection with your audience.
Mockups, on the other hand, are digitally created images that showcase your products in a clean, professional way. They’re perfect for products that might be difficult to photograph in a lifestyle setting, such as digital downloads or print-on-demand items. A mockup of your e-book on a tablet screen or your art print hanging on a gallery wall can make your products feel tangible and desirable.
Remember, your visuals are your first (and sometimes only) chance to grab a pinner’s attention. If your images aren’t enticing, they’ll keep scrolling. But if you invest in high-quality, eye-catching visuals, you’ll stop them in their tracks and encourage them to click through to your product page.
Bonus tip: If you have multiple mockups or photos for a single product, leverage them to create multiple pins! This not only gives you more content to share but also allows you to test different visuals to see which ones resonate most with your audience.
By prioritizing captivating visuals, you’ll not only elevate your brand’s presence on Pinterest but also increase your chances of turning casual browsers into paying customers. So, let your creativity shine and make every pin a visual masterpiece!
Step 5: Get Those Products on Pinterest!
Now it’s time to get your products in front of Pinterest users. There are a few ways to do this:
- Pinterest Extension: This handy tool allows you to quickly create pins from your product pages. However, use it sparingly to avoid being flagged for spam (2-3 pins per day is a good rule of thumb).
- Tailwind or Metricool: Schedulers like Tailwind and Metricool allow you to bulk upload and schedule your pins in advance, saving you time and ensuring a consistent pinning schedule.
Remember to tag your products in your pins! This makes them easily shoppable and helps them appear in Pinterest’s shopping sections. You can create or purchase templates that will help you do this quickly.
This is also nice to keep consistency through your pin branding.
Step 6: Create a Pinning Plan
Don’t just pin randomly – that’s a recipe for inconsistency and missed opportunities. Instead, create a strategic pin plan that acts as your Pinterest roadmap. Outline the different types of pins you’ll create, such as:
- Product Pins: Showcase individual products with clear images, descriptions, and links to your shop.
- Video Pins: Capture attention with short videos showcasing your products in action or highlighting their benefits.
- Infographics: Share valuable information or tips related to your products in a visually appealing format.
But your plan doesn’t stop at pin types. You need to consider frequency, too. Decide how often you’ll pin each type of content to maintain a consistent presence on Pinterest without overwhelming your audience.
Pinterest Workflow Spreadsheet
Do you have a hard time knowing what to pin and when? You need a simple workflow that works. This comprehensive but simple workflow will help you take your Pinterest marketing to the next level.
Create a strategy that makes sense for your business, by having a plan and a way to execute.
Here’s where things get interesting: Your pin plan should also factor in the lifecycle of your products and seasonal trends. Each product in your catalog should have a consistent pinning schedule to ensure maximum visibility. This means not just pinning each product once, but creating multiple pins for the same product over time – think different angles, different contexts, and different keywords.
And don’t forget about holidays! If you have products that are relevant to specific holidays or seasons, make sure to include them in your plan. Start pinning these 30-90 days before the holiday to capture early interest and maximize your reach.
By creating a thoughtful and detailed pin plan, you’ll be able to:
- Stay organized and consistent: No more scrambling for content at the last minute.
- Ensure each product gets its time in the spotlight: Maximize the exposure for your entire catalog.
- Capitalize on seasonal trends and holidays: Boost sales during peak shopping periods.
- Save time and energy: Batch create your pins and schedule them in advance for a hands-off approach.
Remember, your pin plan isn’t set in stone. You can always adjust and refine it as you learn more about what works for your audience and your products. But having a plan in place is a crucial step in creating a successful Pinterest marketing strategy that drives real results for your e-commerce business.
Step 7: Warm Up Your Audience with a Blog (or Videos)
Pinterest traffic is often considered “cold traffic,” meaning people are less likely to buy from you right away. Think of it like meeting someone for the first time; you need to build trust and rapport before they’ll feel comfortable making a purchase. That’s where valuable content comes in.
Creating blog posts or videos that showcase how your product is used, the benefits it offers, or even the story behind your brand can help warm up that cold traffic. By sharing your expertise and passion, you’re not just selling a product; you’re building a relationship with potential customers. When they see you as a trusted source of information, they’re more likely to consider your products when they’re ready to buy.
Related Video:
Here are a few ideas for content that can help you connect with your Pinterest audience:
- How-to guides and tutorials: Show potential customers how to use your product in creative or practical ways.
- Behind-the-scenes glimpses: Give people a peek into your business, your process, or your inspiration.
- Customer testimonials and case studies: Share stories of how your product has helped real people solve their problems or achieve their goals.
- Educational content: Offer tips, tricks, or advice related to your niche.
Remember, the goal is to provide value and build trust. By focusing on creating content that resonates with your target audience, you’ll not only warm up those cold leads but also establish yourself as an authority in your industry. And that’s a recipe for long-term success on Pinterest and beyond!
If you don’t have the time or ability to create a blog for your product business, I offer services to help with that. You can learn more about my blogging services here.
Step 8: Track, Analyze, Optimize
After a few months, start tracking your Pinterest analytics. See which pins are getting the most clicks and engagement, and which ones are leading to sales. Use this data to refine your strategy and double down on what’s working.
Once you can see what is already working organically, and if you have the budget, Pinterest ads can help you reach even more potential customers. Make sure you know what products convert well, otherwise you’ll be wasting your money throwing spaghetti at the wall.
The Key is Consistency
Remember, success on Pinterest takes time and consistency. Don’t get discouraged if you don’t see results overnight. Keep creating great content, optimizing your pins, and engaging with your audience, and you’ll eventually see your efforts pay off.
By following this strategy, you can create a Pinterest marketing plan that drives sales, boosts your brand awareness, and doesn’t require you to be glued to the platform 24/7. It’s all about working smarter, not harder.
If you’d like more personalized guidance or want to hand off your Pinterest marketing to an expert, I’m here to help! Feel free to reach out and let’s chat about how we can take your Pinterest presence to the next level.