This holiday shopping season social media is a much larger factor than even a year ago for driving more leads and customers to your business. While Facebook remains at the top of the scale, Pinterest is climbing up the ranks as the third most valuable network.
According to an article on Shopify, orders grew by 79 percent in 2013 alone:
If your business needs to amplify online sales this year, then a focused marketing strategy on Pinterest will help. Unlike other social networks, pins have a longer shelf life for consumers who search for new products, fashion ideas, content, car brands, and more.
In fact, the holidays are a great opportunity for brands and businesses to share their latest products and services according to an infographic on Adweek:
Now is the time to start planning and executing your marketing strategy on Pinterest in order to tap into a growing number of computer and mobile shoppers. While Buyable Pins are still in the works there are other creative ways to drive more leads and sales through your content.
• Define your target market – determine exactly who is searching for your products or services, and create your pins according to their needs and desires along with helpful tips and ideas. Here is a creative example from a home decor blogger, Stephanie Lynn:
When creating your content you will want to take into consideration the most common demographic interested in what you can to offer according to your niche. The age range, income level, location, ect. are all factors. This can be discovered according to your blog and social media analytics as well as through conversations with your leads and customers online.
If your business sells products, then including specific keywords like Christmas, holidays, gifts, ect. will increase your chances of your pins being seen from Pinterest’s intuitive search. For example, when I entered, “Holiday Gift Ideas for Pets,” I came up with these results:
Some of these are Promoted Pins, which is another great option for businesses if you have the budget for it.
• Install a Pin button to your website – Before your marketing strategy begins on Pinterest you will want to enable a Pin It button on your sales page in order to make it easy for visitors to share your products. If you’re tech savvy you can install this yourself, or enlist the help of a developer.
• Set up Rich Pins for strong headlines and views – Make your pins stand out even before you get started by installing Rich Pins to your account. With preparation to your website this can easily be installed with step-by-step instructions from Pinterest. Once the process is complete your pins will enable more details from your website, which can provide ready buyers even more incentive to make a purchase from you. This is especially important if you want your products to appear in the new Gifts Feed.
• Start pinning right away – Once you have your market’s details outlined and content created, start the process of pinning as soon as possible in order to be ready for the holiday season rush. Create specific boards that cater to different needs and desires, and include important links to drive your clicks directly to a sales page whether this be on your website or through a service such as Lead Pages.
• Cross promote your pins – Share your pins on places like Facebook, Instagram, Tumblr, Twitter, and even in email campaigns, which showcase specific products or services and encourages people to pin your content. Use contests and other promotions to drive even more viewers to your boards.
• Install a Pinterest widget – Both Facebook and WordPress allow you to showcase your latest pins and activity through widgets and on your website with specific plugins. These free tools will help keep your content updated and drive more traffic to your Pinterest account.
• Track your pins through analytics – Take advantage of the free Pinterest analytics feature for business and learn which pins are being re-pinned the most. You can share this information with your customers, and showcase your best-selling products or services during the holidays.
By preparing now for the upcoming holiday season your business can be ready to attract buyers who are actively seeking products and ideas on Pinterest. Most of these users are ready to make a purchase, which makes your marketing dollars stretch a lot farther than just focusing on places like Facebook, Twitter, and Instagram.