Leveraging Pinterest for Shopify's success requires a comprehensive approach that combines multiple marketing channels. This includes using ad campaigns and organic social media to create a natural buyer journey, just like Brilliant Business Moms did.
Pinterest users, or Pinners, are ready to buy – making the platform an eCommerce marketing channel you can’t ignore. Start by integrating your Catalog with Pinterest and set up buyable Pins.
1. Create Shoppable Pins
If you have a Shopify store, you can use Pinterest to drive traffic, sales, and growth. Pins can inspire your site visitors, provide social proof through visual user-generated content (UGC), amplify your search engine optimization efforts, and drive conversions with shoppable Pins. Moreover, compared to other social media platforms, Pinterest users spend more money on average per order.
To capitalize on the platform’s shopping potential, you need to use best practices when creating your Pins. Ensure that your descriptions and titles include targeted keywords that are relevant to your business. This will help your audience find your content organically and allow you to rank higher in searches.
It is also helpful to create group boards and encourage your audience to share their projects, ideas, and creations with you. This is a great way to expand your reach and engage with your audience, as more people will see each board. You should also offer your audience discounts, coupons, and other specials to keep them coming back for more.
Another feature of Pinterest that is making it easier for audiences to shop is the Product Pin. These Pins have a price tag icon that lets viewers know they can purchase the product featured in the Pin. This is a big step towards Pinterest operating as more of a shopfront than a simple marketing tool.
When you use Product Pins, your products will automatically appear in the Shopping tab on Pinterest and when users conduct non-branded searches. Additionally, you can add your products to a Catalog so that they show up in promoted Pins and other Pinterest ads. If you’re interested in gaining more exposure on the platform, you can also apply for Verified Merchant status.
Lastly, to increase the chance of your Product Pins being clicked on and converted, make sure to use different Pin formats. This will catch the eye of your viewers and help them decide if the product is right for them. For example, if you’re selling craft supplies, try to incorporate photos and step-by-step tutorials in your Pins. This will be a huge help for people who are looking to complete a specific project, as they’ll have all the tools they need in one place.
2. Optimize Your Pins for Search
Pins are the best way to get your products in front of shoppers. The key to getting your Pins seen is using the right keywords in your descriptions and title. It’s also important to categorize your boards correctly. For example, saving a marketing piece to a board that’s categorized as “Animals” will send conflicting messages to searchers and may hurt your distribution.
Pin images themselves are another crucial component of Pinterest SEO. Pinterest is able to read the text on your pictures, so adding relevant keywords in your image text can help your Pins rank higher in search results. This is especially important for Pins with a text overlay, which can be difficult to see on mobile devices. To increase the likelihood of your text being readable, use a legible sans serif font such as Georgia, Helvetica, Open Sans or Verdana.
As a visual search engine, Pinterest prioritizes Pins that are both highly ranked and have a good amount of engagement. In order to increase your chances of having a high-ranking Pin, try to create a good mix of both types of Pins.
Aside from keyword research, there are several other things you can do to optimize your Pins for search. One is to include your main keyword in your Pinterest username, as this will make it easier for people to find your Pins. Another is to create a compelling bio that includes relevant keywords and a link to your website or shop.
Finally, consider experimenting with different Pin formats, including carousels and collections. These can give your Pins more visibility and increase the number of people who click through to your site or store.
As the platform continues to evolve, so should your approach to optimizing your Pins for search. It’s a growing channel that you shouldn’t ignore, and it’s worth the investment of time to make sure your Pins are as optimized as possible for your customers. The result could be more traffic to your Shopify site, and more revenue in your bank account.
3. Create Rich Pins
Pinterest allows you to create Rich Pins that display additional information about your website content or products. These pins can include product pricing, a link to your site, and even a sales tag. These pins encourage Pinners to do more than just save your Pin to one of their boards, and they help you increase product sales!
These Rich Pins aren’t just for major brands and businesses – even small business owners can have them. In fact, you can use Shopify’s platform to configure your store and get this type of pin. The important thing is that you have a good web developer who understands how to set this up and can implement it for you.
To create a Rich Pin, first, make sure that your business account is set up (not a personal one) and that you’ve validated your website with the Pinterest Rich Pin Validator. Then, continue to create and save new Pins consistently. This will ensure that your Pins are getting found in your followers’ feeds and search results.
Another tip for creating Rich Pins is to add keywords to your website’s title and description. This helps Pinterest’s algorithms determine what kind of Pin to show to your audience. Finally, make sure that your website is optimized for SEO by using relevant meta tags and optimizing the content on each page of your website.
When you create a Rich Pin, you’ll have the option to choose which of the following four types of Rich Pins to enable:
Article Pins -- Basically, this is a standard pin that includes metadata right on the Pin itself, as well as the SEO title and description of the page where it was saved from.
Product Pins -- These include essential product information for converting a pinner to a customer, such as price and availability. They don’t have a buy button, but they can link to your online store or another place where customers can purchase your product.
App Pins — These allow you to promote your mobile application on Pinterest by showing a large install button on a Pin. This can drive downloads and help your app stand out on the platform.
4. Promote Your Pins
With over 150 million users, Pinterest is a seller’s dream market. 80% of weekly Pinners have discovered new products and brands on the platform, making it an ideal place to drive traffic to your store and increase sales. However, building a strong brand on Pinterest takes more than just creating Pins and optimizing them for search. Creating a holistic marketing strategy that integrates Pinterest with your other marketing channels is key to driving results.
Start with a robust search strategy. Research keywords using Google’s Keyword Planner or a tool like KeywordSpy to see what people are searching for on the platform. Use this information to target your audience with paid ads.
Create powerful titles and descriptions for your Pins. Keep in mind that Pins is a visual search engine, so make sure to include relevant keywords and hashtags. Additionally, add a short blurb about your product that provides an overview and encourages the viewer to click through for more details.
Take advantage of the platform’s native analytics tools to monitor the performance of your Pins. Pinterest offers a number of metrics including impressions, saves, and clicks that can be analyzed to understand how your campaign is performing and to recalibrate your strategy.
Promote your best-performing Pins to get them in front of more people. This works similarly to a normal ad, with you setting a daily budget and targeting an audience based on interests. You can also promote your Buyable Pins, which turn the platform into a fully-fledged eCommerce channel, taking customers from advertising to checkout within the app.
Consider adding a discount code to your promoted Pins to encourage conversions. Using a discount is an effective way to build brand trust and increase your return on ad spend.
Shopify Development Trends: Most Shopify store owners focus on their digital marketing alongside their web development. Keeping up with the cutting-edge Shopify Apps in ensuring a frictionless checkout for their online store, with additional tools to fill the Shopping Cart. Online shopping continues to grow year-over-year as the user experience improves with tailored customer service practices. Behind the scenes, are Shopify partners such as TheGenieLab. We are helping business owners and shopkeepers to drive continuous improvements through digital marketing services. Furthermore, they are providing Web Development in Shopify, BigCommerce, and other eCommerce store architectures. If you need a hand in any aspect of eCommerce, feel free to reach out to us at email@example.com