Using Pinterest as a marketing tool…
For those of you unfamiliar with Pinterest, or new to it, it is a social media platform which allows the user to ‘pin’ an item which has been found elsewhere, on other websites, to their pinboard. Essentially it is a digital moodboard.
The user, or ‘pinner’ is able to put together several themed boards tailored to their likes, desires, hobbies, and future inspiration. For example boards may be created for outfit ideas, for a holiday/vacation, for decor or renovation inspiration, for places to live or garden landscaping ideas… the possibilities are endless!
How can this platform, however, be useful to you as an online retailer?
CREATING YOUR OWN BOARDS
If you don’t already have a Pinterest account, it is easy and free to set up. I have only recently taken the leap to a Pinterest Business Account, and there is so much you can do with it, including promoting and advertising your business, for an extra cost of course, but I’m not going to go in to that with you here, I hardly understand everything myself just yet. Let’s assume we are all fairly new to Pinterest, or at least have been using it in its basic form, and let’s look at how it can be a potentially useful marketing tool for our online shops.
I use ebay, Etsy and Depop for my business and it is very simple to create your own boards on Pinterest and to pin your own items to them. Each platform has an option to share to Pinterest. If you are already signed in to your account, it is a simple couple of clicks to add your item to one of your created boards.
As I list the same items across all the platforms I use, I only pin from our ebay shop. This is a personal choice, but it is as effective to pin from any selling platform, such as Depop, as shown above.
WHY USE PINTEREST?
Is adding yet another step to your listing process, no matter how quick, the best use of your time? In my opinion, yes. Statistics show that in an ever growing online marketplace, more and more consumers are using Pinterest to help them to decide what to purchase. More than half of Pinterest users will buy something after seeing it on Pinterest. Pinterest also have a strong relationship with search engines. Simply entering a basic image search of, for example, ‘Red Skirt’, ‘Vintage table’, ‘Boho Style’ etc will include results from Pinterest. Therefore, not only are Pinterest users likely to see and click through to your item, but also consumers who are using search engines to look for particular items. These are both very good examples as to why using Pinterest to pin items you have for sale is an important tool for your business. Although it is not quantifiable at an early stage, there is no doubt that with over 250 million active users, Pinterest drives traffic to your online shop(s).
PINNING FROM OTHER WEBSITES
Most websites include the pinterest icon which you can click to pin the page/item/photo you are looking at to one of your boards. If an icon is not present you can manually add a pin by copying and pasting the URL, by dragging and dropping or uploading an image, or by using the Pinterest Chrome extension available to business users.
You can use this to pin photos and articles that are useful for your business such as clothing brands, styles, size conversions, postage prices, information on how to test jewellery, makers marks for studio pottery, and so on. You can also create inspirational and aspirational boards for your business. These boards serve as an information tool to help and enhance your business.
The final thing to consider is that Pinners tend to be active shoppers, and with the convenience of having a mobile phone in pockets, and the app just a click away, it’s never been easier to satiate the need for retail therapy. With that in mind, if you’re not pinning yet, you’re missing a trick.