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Optimize Pinterest For Business in 2020 – Drive Sales

Pinterest Optimization

Optimize Pinterest For Business 

Pinterest was the largest source of FREE traffic on the internet in 2018, 2019 and will continue to be in 2020. 

It is a great way to expand your user base.   Over 93% of Pinterest users have used the site to plan purchases and over 87% of them report that they have made purchases (278 million purchases if they only buy once) after seeing an item on Pinterest.  

What many do not realize, Google loves Pinterest. Pins show prominently in the Google search results which can be an additional source of traffic for your relevant content or product pages.

The bottom line is simple, if your products are not on Pinterest, none of those purchases are made from you.

Why Pinterest?

93%
Use It To Plan For Purchases
87%
Made A Purchase Because Of It
85%
Access Via Mobile

Ask yourself, why am I not already using Pinterest to engage potential buyers and build solid FREE traffic to my products or content?


Pinterest Stats (updated 1/2020)

Pinterest is a powerful tool for social media marketers, sellers, and brands that too many small businesses and users are overlooking. Pinterest is a visual search engine where people look for and save new and creative ideas.  

  • 330 million users that perform 2 billion monthly searches.  Half of those users are in the US (01/01/20)
  • 1 million businesses are active.  They account for 2/3’s of all pins
  • 93% of active pinners said they use it to plan purchases
  • 87% said they’ve purchased something because of the site.
  • The average sale from a referral is almost $59.
  • Every day nearly 2M people Pin product rich Pins.
  • Approximately half of all Pinners earn at least $50K.  
  • Active Pinners have a 9% higher household income than any other social media users.
  • 60% women/40 % men   The median age is 40.  Active Pinners avg. below 40 years old
  • It now drives 40% more referral traffic than any other social site, including Facebook.
  • A Pinterest Pin has a half-life of 3.5 months, vs. a Facebook Post @ 90 minutes or a Tweet @ 24 minutes (sources: DMR Business & Omnicore)

You can easily market to your target audience with a much smaller marketing budget increasing sales and brand awareness.

Pinners use Pinterest as a way to shop over the use of TV, catalogs or magazines.  They are open to being marketed to, which is not the case on other social media channels.


Using Pinterest For Business

When you register for a Pinterest business account, like any social media site, make sure to create a Pinterest business profile. 

Always include links back to your listings.  Do not use a link shortener as this will be seen as spam. These links count as high domain authority backlinks. It is a very important KPI for ranking on google and rewarded by Amazon when converting sales or social shares come from it.

Focus on this guide for a quick overview of how you can benefit from Pinterest and a detailed strategy to maximize the benefits and get the best results.

Membership Login

Who Uses Pinterest?

Pinterest is unlike other social networks. Pinterest is a visual predictive search engine, made up of 60% women and 40% men. If this is your target demographic, there is nothing better than a captive audience.

The typical social aspect that you are used to is not a part of this platform. Engagement on Pinterest comes via the saving and sharing of relevant popular Pins to specific boards.

The site encourages the idea of saving ideas (Pins), grouped together by content (boards), to be used at a later time to accomplish an action or plan. It is very difficult for most marketers to see the value of the site. They have been trained to only value buyers at the purchase stage and do not always grasp the value of an extended buying cycle.

Pinterest is a driver of massive amounts of sales and traffic both direct and indirect. While amazon likes to tout their half of a story that such a large % of product search begins on been on google, Pinterest and other sites to get to the point of purchase. In fact, it drives 40% more than any other social referrals.

Recent Dec 2019 stats:

  • 49% of households with an income over 100k use Pinterest
  • 76% of household decision-makers
  • 40% of Millennials men
  • Users are 3x more apt to click through to a brands site than other social traffic
  • Weekly users spend 1.6x, on average more than those not using Pinterest
  • Weekly users are 1.25x more likely to buy multiple items
  • 85% of all traffic are mobile users arriving via mobile search
Popsugar Pinterest Pins example

How Pinterest Works

The key to success begins with understanding how Pinterest works and how it is different from other social networks.  One key feature to keep in mind, pins naturally can get shared over and over and over.  Pins last forever!

Pinterest users create boards (think mood boards). Accomplished by pinning content found online, or material found while browsing other relevant boards.   The result, a collage of images and ideas that they’ve found, commented on if desired and collected in one place. 

As a marketer, this aids you because you are impacting potential buyers at multiple points in the buyer's journey.

Make the best use of your Pinterest business account by applying SEO principles to all aspects of what you do.   What does this mean?   Keywords! Like anywhere else, always work from a position of optimizing everything to be found in search. This is accomplished by using relevant, popular keyword phrases and long-tail phrases in all of your titles, descriptions and bio's/profiles.


What is Pinterest For?

The purpose of Pinterest is sharing ideas and drawing inspiration for a project, a checklist of best practices or a scrapbook of ideas and things that you like.

The typical buyer's journey from beginning to end can take approx 90 days. It is imperative that you have content that satisfies the different stages of the buyer's journey. Your campaign objective should include the entire journey which immediately increases your potential audience.

The use of the term content here can mean many things. Marketplace sellers do not always have a content site to direct a user to. A youtube channel will suffice or maybe an article or two that you have written and posted on Medium or Quora instead. There are many different alternatives. 

Post COVID-19, if you think just being a marketplace seller and waiting for the platform to send you traffic is a success then you have no idea what you are missing. Rather than do some of the short minimal efforts but evergreen producing strategies, I hope you are fine with spending your margins on discounts and ppc for traffic.

Typical Use Example

If you were getting married next spring, you could search for wedding inspiration – decorations, venues, bridesmaid dresses, seating plans, table names, flowers, etc...After finding ideas for things you like, you could pin it to your relevant boards. Eventually, with great content, a visual direction would come together, and you would have all the ideas all in the right place.

Expanding on that feature is the ability to mark the board secret or to let other users edit your private board (your partner or best man/maid of honor). You can upload your different images, including photos you’ve taken yourself. In your search for wedding ideas, you might find yourself following relevant boards of other users that have provided you with great ideas.

More than likely, after creating your board, you will see others that share your interests following your boards.  At the same time, they follow other boards that offer things such as fonts, sharing cool images from movies, pictures of places they would like to vacation, etc. Additionally, you will find group boards with multiple contributors. These can be a great way of getting additional engagement.

Optimize Pinterest For Business

Use the checklist below to layout your Pinterest strategy from the top down. These are the deliverables through which you can best maximize your Pinterest business account to your advantage.

  • Use Both Broad And Exact Keywords Some people search for pins that are very specific, while others only have a general idea of what they are looking for.  Reach the most pinners in your target market by targeting relevant keywords.
  • Pin High-Quality Engaging ContentCreate new Pins of your original content yourself first.  As a content creator, you are telling Pinterest that this is your original blog post and how to categorize it.
  • Enable Rich Pins — As part of your Pinterest Marketing Strategy. Rich Pins contain additional rich data taken directly from your webpages schema data.
  • Join Or Create A Community — Pinterest created communities in 2018 for you to engage and interact with like- minded individuals.  The only way to enable the feature is to join a community via mobile.  Only then will you have access to communities
  • Tag Influencers — Tag influencers in your niche when you repin their content. You'll want to do this strategically, but it's a good way to get noticed by others. Everyone likes to feel appreciated. Letting influencers know you find their content impressive enough to share with your followers may create a chance to collaborate or they may share your original content.
  • Show Product Uses One of the biggest mistakes marketers make is pinning images of their products. Instead, show how your products can be used. Show your target audience the multiple ways they too can use your product to make their lives better will get more attention. To help them imagine themselves using the product, so them its versatility.
  • Change Up Your Promoted Pins Often — It may feel easier to leave a Promoted Pin as-is for as long as it’s working. However, research shows that changing your images, descriptions and even relevant keywords on Promoted Pins is more effective at reaching the right people in your target market. Pins last forever!
  • Pinterest Analytics — Ensure that you have an analytics system connected to track your progress
  • Be Guided By Your Followers — Let your Followers take the lead.  Look at their pins and follow their intent.
  • Fill In Board And Pin Descriptions Ensure that you integrate keywords, relevant phrases, and broad phrases into your pins.
  • Use Hashtags Hashtags are only effective in Pin descriptions and during the first 48 hours. Optimally, each new pin should contain a branded hashtag, a trending hashtag, and 2 to 3 additional relevant hashtags.
  • Add Our Logo — Include your logo in your profile and infographics when you can.
  • Use The Right Images — Ensure you are using quality relevant images at the correct resolutions.
  • Don’t Assume — Ensure you are aware of your competition and other people in the niche. "To be the man, you have to beat the man!" states popular wrestler Ric Flair.  You cannot be on top if you do not know what you need to beat.  
  • Rotate your Board Focus — Keep things fresh and give followers a reason to keep paying attention.   Pinterest has indicated that it favors fresh content.   That can be as simple as creating a new Pin, title and description for an existiing prooduct.
  • Create step-by-step tutorial images — This is the easiest place to start once you know who you are targeting

Where To Start

You need to find an ‘angle’ that will work within your niche or your industry. Begin by defining your target demographic, identifying the different categories and topics that you can engage them in.   Far too often businesses fail to properly identify and target the right people.

Define Your Audience

  • Who is your demographic, your potential customers?
  • What is their lifestyle? Why do they use your product or service?
  • What solution/benefit are you are trying to communicate?
  • How can you communicate with them and excite them using lifestyle indicators that will resonate with them?
  • Your board must effectively communicate the above, tactfully.  Lead them to it but make the idea to purchase, their own. 

Identify The Players

Proper planning is essential.  Far too often sellers develop their listings and sales adverts oblivious to what their competition is doing. Everyday sellers state how great their listings, products, and offers are yet they have zero knowledge of what else is available on the market.  

Seek out your competitor on Pinterest and set your minimum acceptable results and goals higher than theirs.  Mediocre or second-best does not win the competition.  An easy way to find the most influential pinners in your niche is by using Pinterest's own guided search.   Type your niche name in the search box.  

At the right end of the search box, use the dropdown and choose people.  The results provided show the names behind the most powerful boards in your niche as demonstrated in the example below.

Pinterest Influencer Search


Specific industries lend themselves to this type of content. A crafts business, women's' fashion, baby products do very well on Pinterest. Believe it or not, bracelets are a hot selling item on Pinterest right now.   However, you will be hard-pressed to find a niche not represented on Pinterest, both B2C, and B2B.  

Pinterest is here to stay and its' influence on buying decisions will only strengthen moving forward.  In this business, the late ones to the table always have to settle for leftover dust.  Don't be the last one to the table


Seek Input

Grab a few friends or business acquaintances and brainstorm ways to provide inspiration and motivation while subtly promoting your brand. Leave the hard sell routine for the other marketplaces. Pinterest is about suggestion and persuasion through imagery with emotional appeal.

If you sell stocks though, having a successful Pinterest board will be more challenging. The key is to speak to the underlying lifestyle associated with successful stock ownership. 

Pinterest For Business

I'd create Pinterest boards about the quality of life ideas that come with financial gains, interior designs for beautiful homes, exotic travel destinations, etc...

A well thought out board can gather it's own momentum, going viral, independent from your business. That would be called Pinterest gold! A perfect position to promote your products, services or ideas.


Research, Evaluate & Define

To do this, you need to focus, real-time on Pinterest, treating it like its own product until you understand what messages work best for you. Test everything with many variations, keep track posts, when, and what does and does not work.

A reliable technique for product listings is first to read all the reviews and questions asked on your competition's listings to identify the solvable pain points experienced by buyers. Find a way to depict this via imagery or an infographic. Once you have begun gathering a targeted audience, rotate these items into your posts as a way to add authority.

If you have a blog, a niche blog centered around your products, each blog post should have imagery depicting the post subject. Optimize these images, filename, meta content, and share these to Pinterest as a way for your audience to stay abreast of your current topics and direction.


Steps To A Perfect Board

Tell a story with your board, building awareness. Show all of the uses and benefits that can come from purchasing the item.  Build interest and excitement by leading them through your board via the story as explained with imagery.   Ensure that your profile reflects your business information and has direct links back to your storefront or listings.

  1. 1
    Choose your topic wisely!  Ensure it is something that will appeal to your target market.
  2. 2
    Remember your first priority is to build engagement, not sell.  
  3. 3
    Pick a short, informative name for your board, (think keyword) but make sure it is unique and relevant.  
  4. 4
    Find an eye-catching image that relates to your board’s topic and use it as the board cover
  5. 5
    Start pinning! Be sure to always pin relevant and interesting content.  Be consistent!
  6. 6
    Keep the flow and structure tight.  The board is the book and the pins are the chapters.  
  7. 7
    Remember that there is SEO value to naming the boards and pins correctly

Pinterest SEO Tips

I seriously would be leaving out a key factor if I didn't stress the importance of Pinterest SEO.  I'm not talking about in-depth SEO that leaves you guessing and reaching for the black hat.  I'm talking about simple SEO.  Make your Pins specific to one or multiple very VERY similar keyword phrases.  

For example:  If you sell blenders, your recipe Pins would be separate by type.  Your smoothie recipe would be on a pin about smoothies in a board with a smoothie topic.   Your protein shake recipe would be on a different

Pin with a different title and description on a different board targeted at that niche.  The image can be the same, but the title, description, and board would be different.   Furthermore, Pinterest wants you to separate the posting of those Pins by at least 2 days so it can understand the topic, classify it correctly and share it with followers.  

Personally, I wouldn't Pin using the same image so close to the first because people that see both may think they are the same. Listed below are several videos from our YouTube Channel which will help you find the best keywords to use on Pinterest.  

I would suggest that you also use this same technique for keyword research for your product listings as well! 

Click on any of the videos below to watch it and click the square in the lower right corner to view it full screen.   Please SUBSCRIBE to our Youtube channel so you don' miss any of our new videos.

Pinterest Advertising

Promoted Pins are a method for businesses to guarantee that users see their product pins.  They are the same as pins except they are ads.  Read that again!  The key is to subtly, naturally promote your product while making the pin look natural and not like a sales pitch.  People share interesting content, not ads.

Promoted Pins never go away.  With Facebook or any type of PPC, when you stop paying the ad disappears.  With Pinterest, the shared promoted pins stay forever and can continue to be shared over and over again.  You determine your CPC.  Pinterest has a flaw in that it recommends bid amounts that are too high. You can choose to send $3.00 a day to test the water  

The half-life of an ad is the length of time it takes for an ad to reach half of its engagement.  The half-life of a tweet is 24 minutes.  The half-life of a Facebook post is 90 minutes.  The half-life of a Pin is 153,000 minutes,


Hot Topics

  • Your Products, Category, Services
  • Inspiration Boards
  • Infographics

Your Niche

  • How to Use Your Products & Services
  • Related Products
  • Trends in Your Field
  • Articles About Your Field
  • Pain Points Solved By Your Products

Creativity

  • DIY Projects
  • Creative Uses of Your Products
  • Your Products in Exotic Locations

Behind-the-Scenes:

  • Photos of Products Being Made
  • Videos From Company Events
  • Photos of Your Employees
  • Business Related Community Events

Customers:

  • Customer Testimonials
  • Customers With Your Products
Starbucks Pinterest Feed on FaceBook

Starbucks Pinterest Boards on Facebook


Sales Directly On Pinterest

While this article relates directly to driving Pinterest traffic to Ecommerce listings, landing pages and content, I would not be telling you the entire story without the following key points.  They also have a new feature called Buyable Pins, the ability to purchase directly on Pinterest and without the high commission paid to sites such as Amazon.

A Buyable Pin features a buy now button next to the pin button.  The catch is currently only 4 platforms support Buyable Pins – Shopify, Demandware, Salesforce, and Bigcommerce.  I suggest Shopify as it is very versatile.  For $9.00 a month you get a buy now capability that includes being able to accept 9 different payment methods without the long application process and access to the Shopify backend.

Full disclosure, I am a Shopify Partner. This is my affiliate link if you choose to sign up and want to use it. Setting up and optimizing your Shopify account is too much for this article and will be covered separately.   

When using Buyable Pins, the sale occurs on Pinterest.  Users can pay with a credit card, Apple pay and can close out the sale with Touch ID (the swiping of their fingerprint).  This takes onsite sales to a new level.  Think impulse buying!


Pinterest Tool

Pinterest themselves have a browser tool that makes saving images from around the web. It adds a pin icon on any image on the web. It enables you to build collections of images and boards. The free Pinterest tool is available and will assist you with ease of use and organization.


What Is Next?

When this article was first written in early 2018, Pinterest was just beginning to apply changes that transformed it into the traffic generating powerhouse that it is now.  There is not enough space in this article to detail how to utilize Pinterest to fully take advantage of all of its' features and reach full potential.  

We have created a 2 to 3-hour Workshop that goes in-depth into how to set Pinterest up properly and your strategy to potentially drive waves of warm traffic to your listings or content.  

For those of you that are extremely busy already and need a boost for your account, we have created a Pinterest Launch Service available further down this page.  This is a paid service designed to get your account setup, linked and optimized.,  It includes creating multiple boards and optimized Pins.  

PINTEREST TRAFFIC DOMINATION is available to you within our member's area.  It is a FREE Workshop and is designed to assist and provide you with the necessary tools and ability to make changes beginning the day you start the workshop that will lead to quality traffic generation.  Our Workshops are designed to give you items that you can take action on immediately, impacting your outcome starting that day!

Get FREE Access to

PINTEREST TRAFFIC DOMINATION!

Learn how to maximize your potential on Pinterest starting today by enrolling in our workshop.  In just a few short hours, you will be in a position to begin transforming your Pinterest account into a traffic producing power house.   This has the potential to crush all of your current marketing projects for less than the cost of half of a weeks groceries.   Pinterest is here to stay.  The longer it takes you to get on board with driving Pinterest traffic, the smaller of a slice of traffic you will see. 


Pinterest Launch Service

Pinterest Account Setup

Our strategy:

  • Generate a Keyword Rich profile
  • Build Great Boards with business, lifestyle and popular topicsCreate High-Quality Vertical Images showcasing helpful, beautiful, relevant, inspiring articles/products
  • Written Game Plan Package w/30 minute review consult upon completion

We Lay The Foundation:

  • Convert more browsers into BUYERS
  • Increase CLICKS (traffic) back to your website or listings
  • Showcase Stunning Images that lead to your PRODUCTS or articles
  • Motivate users to SHARE your content with their friends
  • Discover what your AUDIENCE loves
  • Extend your Influence as an EXPERT in your field
Pinterest Launch Service

Pinterest is the #1 source of FREE Ecommerce Traffic!  If you are not showcasing your products on Pinterest, you are missing out on sales!

Sign up TODAY & Take Advantage of our Launch Special
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Ecommerce Optimizer was created to help you master the marketplaces by making years of insight, experience and resources available. The forums and social sites are full of well-meaning but false information.  We present no black hat tactics, only solid result producing methods that have worked very well for us.  We will lead you to the information demonstrate and explain. Only you can apply it to your own listings and make it work! 

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About the Author

Joe Reichsfeld is an Ecommerce Consultant with experience going back before 2000. Specializing in listing optimization and marketplace expansion, Joe currently assists clients with over 3.5 million sku's.

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