There’s no denying the massive growth of Pinterest. Pinterest users are making their likes known – and marketers are taking notice.
Bizrate Insight’s research into how consumers use social sites – including Pinterest – show that “pinners” are not only spending more time on the site, but they are using it as a gateway to make purchases.
69% of online consumers who visit Pinterest have found an item they’ve purchased, or wanted to purchased, compared to just 40% of Facebook users. The survey also found that seven out of ten shoppers user Pinterest to get inspired about purchases, and 2/5th of shoppers use the site to find special offers.
As if this type of user behavior weren’t enough reason for marketers to reach out to buyers on this platform, there’s evidence that Pinterest clickthroughs lead to higher sales.
Here’s some food for thought:
The average order value from clickthroughs on Twitter and Facebook are $67.78 and $80.22, respectively. Pinterest clickthroughs that lead to purchases net on average a sale of $179.36!
It’s obvious that Pinterest users are in the mood to buy – but being overly promotional with your pinboards violates the Pinterest terms of service. What’s a brand to do?
Pinterest may be a visually oriented medium, but it is closely tied to social media and content marketing – two disciplines that thrive when the focus is on the customer and their needs, not your business. The key is to share without being too promotional.
Here are two methods to try to create multiple pinboards that engage your audience and will help your brand get some of that valuable Pinterest clickthrough traffic.
Create Pinboards that Hi-Light a Lifestyle
Audience-specific pinboards help you display a specific lifestyle that your target audience is likely to share. These pinboards include your product and/or services but also expand to other interests.
In order to make the most of this technique, you need to have a clear target persona and get to know that persona well.
The Greek yogurt brand Chobani has several examples on their Pinterest account. In addition to the food and recipe boards that you would expect, they also have audience-specific pinboards that reflect a healthy and adventurous lifestyle. The Chobani Fit board has pins on exercise and fitness motivation, while the CHO the Places We’ll Go hi-lights exotic locales and quotes to pique your wanderlust.
How to Make it Work for Your Brand
If you haven’t already, create a persona (or several) that represent your typical customer. What type of lifestyle do they lead? What are they interested in that relates to your products or services? Use these questions as springboards to create audience-specific boards.
Share Products in New Ways with Custom Pinboards
Custom product pinboards are more than just online catalogs – they are a way to share your products in a whole new way. The key is to combine your products in new ways that customers may not think of and show them how to use them in conjunction with one another.
Nordstrom offers one of the best examples of this pinboard technique. Their custom product pinboards pull together clothes into complete looks based on trends – like Graphic Edge. Each look is linked to the items available on the website.
How to Make it Work for Your Brand
Rather than just listing products in individual, find a way to mesh them together for a more interesting experience. Try grouping items together, mixing them in with other products or showing several of them in action all at once. Your fresh ideas will attract more re-pins, which may lead to more sales.
Your Next Steps
Both audience-specific pinboards and custom product pinboards help your brand engage with – and sell to – your audience on Pinterest. Take a look at how Chobani and Nordstrom are making it work for their brands and then spend some time brainstorming.
What’s your most successful pinboard to date?
Image credit: Flickr