Selling with Pinterest

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Learn how to increase revenue with the top-selling social network …

Learn how to increase revenue with the top-selling social network

If you’re not using Pinterest for your online store, you’re missing out on sales. Did you know that 25% of consumers purchased something they saw on Pinterest, and Pinterest users spend $140 to $180 per order on average? It's all true! We’ll teach you how to use this powerful social media tool to increase your sales and revenue. Join us to learn:

Who is on Pinterest and why it works so well for e-commerce
Strategies to engage your customers
What Pinterest analytics are saying and how to act on them

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  • online pinboard, a visual take on the social bookmarking siteWhat is PinterestCommunications through imagesBoards, pins, and rich pinsIndustries that are visual find it easy to use, but being creative with non visual content can enable you to use as well
  • Your Customers80% women; late 20s and early 30s focus on wedding planning and home décorMoms are 61 percent more likely to visit Pinterest than the average American. (Nielsen)U.S. Pinterest users are more likely to live in midwestern states than other social media users. (Internet Marketing)
  • Success is about the engagement with your pins not the biggest name; be there to be found and engaged with.Top 15 of all time Pins are from individual bloggers sharing how to’s Big and small brands, stores and personalities#1-Jane Wang- 2,389,154 Followers, 118 Boards, 13921 pinsMost Popular Boards by Followers
1. L.L. Bean – Woodland Creatures: 4,689,706
2. Jetsetter – Daily Moment of Zen: 4,353,320
3. Nordstrom – Garden Wedding Ideas: 4,199,549
4. Everyday Health – Joy Bauer: 3,761,427
5. Lowes – Build It!: 3,549,154
 
Boards With the Most Comments
1. Purex – Purex Promotions: 5,115
2. HTC Mobile – HTC One by Cushnie et Ochs Giveaway: 3,700
3. Mashable – Tech and Gadgets: 2,069
4. Better Homes and Gardens – Blogger Faves From BHG.com: 1,791
5. Sephora – Holiday: 40 Days of Wishes: 1,519
 
Boards With the Most Likes
1. Swarovski – Wedded Bliss: 160,120
2. Better Homes and Gardens – Blogger Recipes We Love: 131,326
3. Better Homes and Gardens – Blogger Faves From BHG.com: 84,767
4. Nordstrom – Garden Wedding Ideas: 84,565
5. L.L. Bean – Woodland Creatures: 64,273
 
Boards With the Most Repins
1. Better Homes and Gardens – Blogger Recipes We Love: 1,021,643
2. Better Homes and Gardens – Blogger Faves From BHG.com: 444,215
3. Real Simple – Real Simple Finds: Recipes to Try: 289,908
4. Swarovski – Wedded Bliss: 253,296
  • Pinterest Impact on Salesspend nearly $170 per session, according to a study by RichRelevance, an e-commerce consultantFacebook spend $95 a session and Twitter spend $. 44% higher than facebook“I'm probably spending more now. I'm on the couch at night, after having two glasses of wine. I tell everyone that Pinterest has changed my life."Pinterest’s share of referrals is highest in home and furnishings, accounting for up to 60 percent of all social traffic. (Rich Relevance)81 percent of U.S. online consumers trust information and advice from Pinterest. (BlogHer)
  • Not just for home décor and party planning- Show pie chart popular pins and boardsCheck how much activity you have already from your customers pinning your images – www.pinterest.com/source/”Domain.com” -
  • Customer Interaction with Pinteresthttp://pinterest.com/thehomet/ Client Store http://www.thehomet.comFeatures product and fashion but asks customers to pin favoriate photos of their “Home” State for each state board
  • Taller the pin (800px max) more repins you will get. Can quadruple the repins via Hubspot; Secret Boards: Curate your content and push live when you are ready. Ensure your images are Pinterest readyMake your Store and product pages pin readyRegister you domain to Pinterest to link to our boards and Rich PinsFill out business profile page so people will recognize who you are and business type category. Enables reporting about the store pins and customers pinning your productsPinning lets pinner pick from multiple images, design at least one image featGive them multiple images to pick fromMake sure images are pinterest friendly (at least one on product page) 238 width in feed, expanded 735 widthFeature a price on one of the images- pins with price tags included get 36% more likes than those without a price tag.Turn on social sharing features on product pages not just sitehttps://support.bigcommerce.com/questions/1587/How+do+How I+align+the+Pinterest+button+with+the+other+AddThis+buttons%3FMake it worth their while to click to your store
  • "As someone who is in a visual industry - Pinterest is PERFECT. Not only was it extremely easy for me to use (compared to Facebook/Twitter/Blog) but it has enabled me to become the "go to" person about mannequin images  - both in the US and international destinations."  
  • Categorization is key: Judi: "The most important thing I did was create specific categories about mannequins to make it easy for people to find what they want.  Know your customers (and appeal to their interests): Judi: "Also a lot of people use mannequins in art projects and I created 2 boards - one for mosaic art projects and one on general art projects using mannequins. As well as boards on mannequin legs and mannequin hands - which are specialty categories." Make sure to incorporate live events into your overall Pinterest content strategyJudi: "And then I have mannequins at special events and parties."  70 percent of brand engagement on Pinterest is generated by users, not brands. (Digitas) 
  • How to/info graphics get most attention and repins. Link back to products used in the How TosJudi: "For example instead of "window displays" or visual merchandising like so many others do. I created window displays by retail industry: bridal, lingerie, men's, women's, children's, jewelry store, shoe stores florists etc. And I created additional boards for window displays by theme: Halloween, Xmas, Valentine's."  
  • Judi: "Pinterest has quickly jumped to be my 2nd highest traffic referral (underneath Google) beating out my blog, facebook page and other social media outlets." Judi: "I get a lot of emails from people saying " I saw this item/idea on your Pinterest board and I am looking for......  Also some of the images that I have pinned on Pinterest that I then put on my Facebook page have gone
  • Pins from your store content : Can determine if the visual content on your store is interesting enough to be pinned by visitors and customers
  • Repins from your store: is your store visual content resonating with the Pinterest audience and a chance to be seen by other users who do not know about you yet.What is your reach? – how many people actual see you products/pins and the influence How many people came to your store from Pintrest? – Some pins will drive engagement (reach) while others will drive traffic to your store. Compare clicks and repins to understand what content drives what actions. You want go for both.
  • Most Repinned Content: What does your visitors and customers want from the content. In fashion and retail, 18 percent of content engagement on Pinterest is driven by brands, 82 percent by community. (Digitas)Top brands in the fashion/retail space average 46 repins on every pin, proving that those who have a presence on Pinterest, are establishing an engaged following. (Digitas)  Most Clicked Content: What is causing the action of traffic to your store. The best time for retailers and fashion brands to pin is Friday at 3pm ET. (Digitas)

Transcript

  • 1. © 2013 Bigcommerce Pty. Ltd. Selling with Pinterest Increase revenue with the top-selling social network
  • 2. What is Pinterest? A visual, online pinboard for social bookmarking where 25% of visitors purchase from pins
  • 3. Who is on Pinterest? - US: 80% women, late 20s to early 30s, Midwestern states - Moms are 61% more likely to visit - International: equal mix of male and female
  • 4. Who sells on Pinterest? - Personalities, big and small brands - Content curation and engagement - Top 15 pins from personalities not companies 2,389,154 Followers
  • 5. Impact on sales - Spending approximately $170 a session - Accounts for 40% of social media driven sales - 81% trust information and advice shared - “I’m probably spending more now on the couch at night, after having two glasses of wine. I tell everyone that Pinterest has changed my life.”
  • 6. How to interact with customers − Contests and cause marketing − Real life product usage and ideas − Check engagement with content from your store − www.pinterest.com/source/”domain.com” “70% of brand engagement on Pinterest is generated by users not brands.” — Digitas
  • 7. How to interact with customers (cont.)
  • 8. How to interact with customers (cont.)
  • 9. Customer Case Study: The Home T Individual state board users pin top photos http://pinterest.com/thehomet
  • 10. Prepare your store for Pinterest − Pinterest-friendly images: − Feed image: 238 px wide − Expanded image: 735 px wide − 800 px max height can quadruple repins − Feature with price as part of image = 36% more likes − Register domain with Pinterest − Turn on social share feature on store and product pages
  • 11. Pinterest like the pros − Focus on themes, not products − How-Tos and Infographics get likes and repins − Multiple board themes for different audiences − Best time to pin is 3PM ET for retailers and fashion
  • 12. Customer Case Study: Mannequin Madness Theme boards and events Pinterest.com/mannequinmadnes
  • 13. Boards are themes, not products - Categories are key - Know and appeal to your customers’ interests - Boards covering live events
  • 14. How-Tos and Examples Instead of "window displays" or visual merchandising like so many others do, I created window displays by retail industry: bridal, lingerie, men's, women's, children's, jewelry, shoe, florists, etc. And I created additional boards for window displays by theme: Halloween, Xmas, Valentine's.” — Judy Townsend, Mannequin Madness
  • 15. Measures of success Follows, Pins and Repins = Sales © 2013 Bigcommerce Pty. Ltd.
  • 16. Is your content working in Pinterest? • # of pins from your store • # of repins of products from your store • Top pins from your store © 2013 Bigcommerce Pty. Ltd.
  • 17. What is your reach? What is your store traffic? Engagement + Traffic = Sales © 2013 Bigcommerce Pty. Ltd.
  • 18. Repins and clicks are both important - Repins = engagement - Clicks = store traffic - Top fashion/retail users - Average 46 repins on each pin, proving an engaged following - 18% of engagement driven by brand; 82% by community
  • 19. Pinterest Checklist  Determine current reach in Pinterest: www.pinterest.com/source/”domain.com”  High quality, Pinterest-friendly product images  Connect Pinterest sharing widget on product pages and store  Register store domain with Pinterest  Create boards on themes, not products  Engage members with How-Tos and infographics  Measure reach and engagement  Measure clicks back to store from individual pins
  • 20. Start selling with Pinterest today! Bigcommerce has all the tools you need to sell with Pinterest built right in. Implement the conversion checklist Free trial of Bigcommerce to use all the tools www.bigcommerce.com