Cataloguing: Group by Product Type
First, find out how your shoppers shop. Chances are, many of them look at one type of item at a time, a lot like looking through a catalog. Today, they’re looking at wedding dresses. Tomorrow, they’ll drum up ideas for bridesmaid dresses. Then they’ll look at tuxes. Creating individual boards for each of these types of products will help customers who are looking for something specific find exactly what they want fast. Pinterest is like a complete, searchable, shareable catalog.
Of course, not all of your customers know exactly what they want. Some are there just for ideas or to express themselves. For these users, you want to provide more of a complete experience. Using the previous example, you’d group wedding fashions by board with titles like, “Retro Weddings,” “Outdoor Weddings,” or “Pink and Grey Weddings.”
Many retail businesses have busy seasons and slow seasons. If you sell electronics, clothing, toys, or home goods, winter holidays may be huge for you. If you sell fitness or outdoor equipment, you gear up for summer. For wedding fashion, spring and summer will be busiest. Build a few boards designed to capture season-specific interest and funnel traffic to your website: Boards based on seasonal products or limited-time sales are an easy way to regularly add new content and continue generating pins.
A Few More Tips
Naming your boards is crucial. You want to tell people exactly what your board is organized around using relevant, searchable keywords as well as intriguing or exciting language—a bit like creating a short headline for a blog post.
Lastly, try not to delete a board or pin unless absolutely necessary. Sure, you want to keep your content fresh by adding new pins, but the old ones can work just as hard for you, even if they feature products you no longer carry or links that no longer exist. Just have a plan for nurturing those leads, like landing pages that suggest other relevant pages or offers of similar, but updated, products.
Google likes fresh, new content, and so do Pinterest users. If your business has anything to do with fashion, crafts, DIY, travel, or weddings, the decision to regularly update pins as seasons and trends change may seem obvious. Even if your products don’t change often, keep posting new images. You may have to get creative, but more pins mean more chances that users end up on your boards, more followers for you and your boards, and better-trained potential customers on the lookout for something new from your brand.
What to Pin
Now that you have ideas for organizing your boards, it’s time to start pinning. You have high-quality product images that will make great pins. But no matter how many images you have, you’re only a fifth of the way there because Pinterest is, at its heart, a social network, not a marketing platform. If all you do is plug your merchandise, you may turn your followers off because you’re too salesy. Plus, you’ll miss out on the opportunity to bring in leads from people who didn’t know they wanted your products, but found them naturally via other things that inspired them. Kate Spade, a leading brand of women’s wear, uses a mixture of 20 per cent self-promoting pins and 80 per cent purely inspirational content.
So what qualifies as purely inspirational? Quotes qualify. So does pinning other people’s pins. You can also pin images from your other content, such as blog posts, articles, and videos. In our wedding fashion example, pinning the article on ways to make your pet part of a wedding qualifies. So would video on how to create DIY wedding invitations; an infographic on what to look for when hiring a wedding planner could also draw the right audience.
What Companies Should Pin on Pinterest
- Others’ content
- Original content
- What’s popular
- Products—including their prices
- DIY and how-to content
- Before and after images
- Images with text overlay