5 Types of Content e-Commerce Shops Should Pin on Pinterest
In this blog I am sharing the types of content e-commerce brands can add to Pinterest, in addition to their product pins, to get even more engagement and better results from their Pinterest Marketing efforts.
When I meet e-commerce business owners, I often find they don’t understand why they would want to have additional content on their shop site. They feel they just want to sell their product and adding a blog or other free content seems unnecessary. And, typically, I kindly disagree. Sure, some brands don’t need that extra information to draw in a potential buyer, but others really do benefit. Let’s talk about why…
First, who is shopping on Pinterest?
Who is using Pinterest for Shopping?
Pinners are planners and like to dig into Pinterest to gather information about topics and products that will help them. Here are a few examples of what users are looking for this list could go on forever, but this will get us started):
Planning a Project
Pinterest users are searching for answers to questions and products to purchase for their next project. They are often in the planning phase of a project or purchase and are not searching for particular brands. We love this about Pinterest as it allows anyone, any e-commerce brand, who is doing a good job of optimizing their content, to show up in these searches. For example, perhaps someone is planning a remodel or scheduling a wedding or trip. Products and free content related to that search are going to show up for that user.
Inspired searches for a Purchase
Pinterest users are looking for inspiration. They are searching for trends, items to purchase, how to do something a certain way. They may be searching for a new outfit, a new tool for the garden, a new sofa or how to make a trending recipe. The visual nature of Pinterest helps them gather what they need to make decisions and purchases. For example, a searcher wants to make a special holiday recipe, and you posted a how to using a special tool you sell. This may compel that searcher to purchase that tool from you to make creating the recipe easier for them.
Planning an Event
Pinterest is an amazing place to research and find tips for event planning. Whether someone is planning a trip, a destination wedding, a baby shower or party, there is something on Pinterest for that searcher. The ideas for pins listed below will help inform these planners and will introduce them to your products. Pinterest users are looking for destinations, tips, gadgets and guides.
Holiday Gift Shopping
Everyone is looking for fresh gifting ideas, I know I am. Searchers go to Pinterest to be inspired for their purchases. They want unique ideas and Pinterest can introduce them to brands they may never have found otherwise.
The types of searches on Pinterest are truly endless. By adding content and your products to Pinterest, you can show up for these searchers.
How Can Pinning Non-Product Pinterest Pins help E-Commerce Brands sell their Products?
Planning
Many Pinterest users are in the discovery phase of planning a project or purchase (or both). By providing content other than product pins, you can offer ideas and inspiration that will help inform their plan and buying decisions.
Non-Branded Search
Most Pinterest searches are not branded. This means anyone, big or small, can be found on Pinterest if they have optimized their Pins and content well. By providing non shop pins for your business, you are offering another way for Pinterest to serve your content to your audience.
Inspiration
Pinterest searches are looking for inspiration. By providing a variety of content beyond product pins, you are giving your potential customers more ways to know you and your content. If you help them solve a problem via your blog post or free content, they are likely to stick around, read more and check out your shop.
Cold Traffic
Think of Pinterest as the top of your sales funnel. People are likely getting to know you there first. They likely don't know your shop or what you are selling. This is why content other than product pins is a great way to draw them into your world. For example, if you sell plants, maybe you post about how to care for a certain type of plan or best plants for shade or sun. Someone may be searching for plant ideas for their home or office, your content pops up and after they read it, they realize you sell great plants!
5 Things E-Commerce Shops can Pin on Pinterest
As I said above, the first listed below is obvious….but, E-Commerce shops benefit a great deal by offering other content as well. Here are some ideas:
Products from the Catalog Feed: If you have connected your shop catalog to Pinterest, each day Pinterest is ingesting your products and creating product pins. These pins are square in nature and the images and data are pulled directly from your store. This is amazing, your products show up in searches, the correct pricing, inventory and description data are listed. If you haven’t connected your catalog to Pinterest, there are several articles here on the blog to help learn more about that.
Products as Optimized Pins: In addition to the auto-generated product pins, you should create Pinterest optimized pins as well. These will be the correct sizing, you will use fresh images, some keyword rich text overlay and perhaps some different views of the product. You can also created optimized pins showcasing multiple products in formats like:
Round Ups - A group of favorite products or a collection or complimentary products. You can link to a collection or a specific product. And, you can tag the products right on the pin.
Gift Guides - Pinners love gift guides. Put together a list of favorite gifts for different occasions.
Blogs, Podcast, YouTube videos: This type of free content is very useful on Pinterest. People are coming to Pinterest with questions. Offering your potential clients some free information, tutorials, helpful hints is a great way to introduce them to your brand. As I said before, Pinterest users are often in the discovery phase of their planning journey, so by offering free informational content, you are helping them get started. They are getting to know you and learning about the products you offer, the products that will help them find the thing or information they are searching for.
Freebies or Opt-Ins: Offering a freebie or opt-in is a great way to invite potential customers into your world, get them on your email list and nurture them into a sale. Think: A planning checklist, Step-by-Step guide, coupon code.
Testimonials and Reviews: Everyone loves to see what others think about a product they are interested in. Personally, the reviews are one of the first things I look at. I suggest creating pins that have a great quote or quick review, perhaps make the pin a carousel pin and add an image of the product and then link to the product.
Conclusion
I always encourage e-commerce brands to get creative. Add content, beyond their products, to help searchers through their purchase journey. This will help potential customers warm up to your brand and will in many cases, introduce your brand to someone who didn’t know you before.