{"id":3242,"date":"2017-02-13T16:25:00","date_gmt":"2023-10-18T16:25:38","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3242"},"modified":"2023-10-18T17:35:51","modified_gmt":"2023-10-18T17:35:51","slug":"use-pinterest-to-engage-customers","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/","title":{"rendered":"The Best Ways Retailers Can Use Pinterest to Engage Their Customers"},"content":{"rendered":"\n<p>At Mozcon 2016, the annual SEO, social media, and online marketing conference, Rand Fishkin of Moz shared that Pinterest receives the <a href=\"http:\/\/unbounce.com\/docs\/mozcon-2016-notes.pdf\">sixth most traffic from search engines on the web<\/a>. Since 44 per cent of <a href=\"http:\/\/www.business2community.com\/blogging\/10-unbelievable-statistics-sell-boss-business-blogging-0903221#5HDr4W0fFe0yIGJv.97\">online shoppers begin their online search for products<\/a> on search engines, that\u2019s huge. Only one of the top six sites receiving traffic\u2014Amazon\u2014is actually an ecommerce site, and it ranks number four. Shocker, right? And Facebook only makes it to number three.<\/p>\n<p>Pinterest gets a lot of search traffic. What makes it more impressive is that Pinterest is a pretty unique social network. It combines both visual and text information, the two basics of any brand\u2019s digital image. Bryan Galipeau, Nordstrom\u2019s social media manager, calls Pinterest <a href=\"https:\/\/business.pinterest.com\/en\/success-stories\/nordstrom\">\u201cthe world\u2019s biggest wish list.\u201d<\/a> Alex Mendoza, managing partner with social media research firm Stylophane, calls it \u201can <a href=\"http:\/\/www.forbes.com\/sites\/barbarathau\/2014\/07\/22\/forever-21-urban-outfitters-among-most-popular-retailers-on-pinterest-newbie-tops-list\/2\/#236a10cf34ad\">online scrapbooking tool<\/a>.\u201d Some marketers refer to <a href=\"http:\/\/www.socialmediaexaminer.com\/pinterest-set-to-surge-in-2016-new-research\/\">Pinterest as a \u201csercial,\u201d<\/a> a combination of a search and social site.<\/p>\n<p>Even so, the potential for Pinterest as a marketing tool for retail businesses might not be obvious at first. This article is all about how you can master the colourful arts of the sercial to boost your reach, engagement and, ultimately, your bottom line.<\/p>\n<\/p>\n<h3> If You Sell Products, You Should Be Pinning<\/h3>\n<ul>\n<li>Every month, people do <b>more than 2 billio<\/b>n searches on Pinterest<\/li>\n<li><b>Over 100 million<\/b> people worldwide have pinned <b>75 billion<\/b> pieces of content<\/li>\n<li>There are 130 million visual searches on Pinterest every month\n<ul>\n<li>The most popular searches:\n<ul>\n<li>Furniture<\/li>\n<li>Home d\u00e9cor<\/li>\n<li>Style ideas<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li>Users are <b>3 times more likely<\/b> to see local ideas in search results and related Pins than they were just one year ago<\/li>\n<\/ul>\n<p> <img decoding=\"async\" alt=\"\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-001.png?strip=all&#038;quality=95\"><\/img> <\/p>\n<h3>Who Runs the World?<\/h3>\n<p>SEO, or search engine optimization, is critical for getting web traffic, and Twitter and Facebook have become indispensable marketing tools for many retailers. These largely text-based systems might look like they run things around here, but Facebook posts with images get way more engagement than those without them, and images are the most clickable content on Twitter.<\/p>\n<p>Did you know that <a href=\"https:\/\/www.nngroup.com\/articles\/how-little-do-users-read\/\">people only read about 20 per cent of the text on your webpage<\/a>? And that\u2019s not just because people can\u2019t wait to see what your products look like. It\u2019s because images are far more appealing to the human eye. Because <a href=\"http:\/\/www.jschmal.com\/nmhu\/402\/nmcc.pdf\">70 per cent<\/a> of all the body\u2019s sensory receptors are located in the eyes, the human brain processes images <a href=\"http:\/\/www.business2community.com\/digital-marketing\/visual-marketing-pictures-worth-60000-words-01126256#PaH7yC1wDxxmCi8Q.97\">60,000 times faster<\/a> than text, and a whopping 90 per cent of all information sent to the brain is visual.<\/p>\n<p>So while Facebook and Twitter might lead the pack in sheer numbers of users and perceived usefulness, it\u2019s clear they owe much of that to image-based content\u2014and that\u2019s exactly what Pinterest excels at.<\/p>\n<p>Should your retail business invest in Pinterest? If your audience is largely females between the ages of 18 and 49, perhaps with a penchant for do-it-yourself projects (DIY), the answer is yes. If your audience is mostly men, you should still consider it: The male audience is growing rapidly, and Pinterest is working to appeal to this segment of the population. As an early adopter, your male-facing business could be a trailblazer on Pinterest.<\/p>\n<p>Whether you\u2019re a trailblazer or you\u2019re keeping up with the pack, you need a winning Pinterest strategy.<\/p>\n<h3>Pinterest Strategy<\/h3>\n<p>Pinterest boasts <a href=\"http:\/\/www.forbes.com\/sites\/kathleenchaykowski\/2016\/10\/13\/pinterest-reaches-150-million-monthly-users\/#6d548e1a1018\">150 million<\/a> monthly users\u2014and counting. What\u2019s even better for you is that this \u201csmaller\u201d social network offers better traffic than other social networks. It <a href=\"http:\/\/www.socialmediaexaminer.com\/pinterest-set-to-surge-in-2016-new-research\/\">sends up to five per cent of traffic<\/a> to websites. While that\u2019s behind Facebook\u2019s traffic to websites, Pinterest does it with fewer users, and with those who are ready to shop. That means you get higher-quality traffic right out of the gate.<\/p>\n<p>So how do you capture the attention of your Pinterest audience?<\/p>\n<h4>Start with High-Quality Images<\/h4>\n<p>For a digital storefront, the most important thing you can do is invest in high-quality images. Short of actually trying out your products, people want to see images that are colourful and show detail. Those are excellent selling points for physical products. Mendoza even goes so far as to say \u201c<a href=\"http:\/\/www.forbes.com\/sites\/barbarathau\/2014\/07\/22\/forever-21-urban-outfitters-among-most-popular-retailers-on-pinterest-newbie-tops-list\/#4bc0434be4ce\">all online revenue from shopping relies on the quality of the images<\/a>.\u201d<\/p>\n<p>First and foremost, that means images of your products. Shoot high-quality, well-lit photos that can be digitally edited. It\u2019s likely you\u2019ll need to compress them before uploading them to the web so your pages don\u2019t take forever to load, but you\u2019ll get the best results if you start with the highest quality images possible. The same goes for other images you may use, like stock photography, memes, and other graphics.<\/p>\n<h4>Organize Them into Strategic Boards<\/h4>\n<p>The genius behind Pinterest isn\u2019t that it is image-heavy. Its genius is the way it allows users to capture, organize, share, and discuss those images. Pinterest is known for vacuuming up people\u2019s time for a reason: It\u2019s easy to jump from pin to pin. For retailers, this is only true if you organize your pins and boards in a way that helps lead users in the direction they need to go.<\/p>\n<p>Let\u2019s say your business specializes in selling wedding fashions such as bridal gowns, veils, bridesmaid dresses, tuxes, and the like. How can you organize and name your boards so your ideal customers find you, pin your content, and get lost dreaming about using your products on their big day?<\/p>\n<h3>Keep Your Pins Organized<\/h3>\n<ul>\n<li>Keep boards specific so they don\u2019t get overwhelming\n<ul>\n<li>Use subcategories for boards that get too big<\/li>\n<li>Don\u2019t double pin<\/li>\n<\/ul>\n<\/li>\n<li>Choose a good cover photo for each board<\/li>\n<li>Add keywords to the description in your pins\u2014this makes them easier to find<\/li>\n<li>Rename a board if you find the focus of the board changes<\/li>\n<li>Arrange your boards in alphabetical order <\/li>\n<\/ul>\n<p> <img decoding=\"async\" alt=\"\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-002.png?strip=all&#038;quality=95\"><\/img> <\/p>\n<h4>Cataloguing: Group by Product Type<\/h4>\n<p>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\u2019re looking at wedding dresses. Tomorrow, they\u2019ll drum up ideas for bridesmaid dresses. Then they\u2019ll 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.<\/p>\n<h4>Theme-Based Boards<\/h4>\n<p>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\u2019d group wedding fashions by board with titles like, \u201cRetro Weddings,\u201d \u201cOutdoor Weddings,\u201d or \u201cPink and Grey Weddings.\u201d<\/p>\n<h4>Chronological Boards<\/h4>\n<p>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.<\/p>\n<h4>A Few More Tips<\/h4>\n<p>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\u2014a bit like creating a short headline for a blog post.<\/p>\n<p>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.<\/p>\n<h4>Update Often<\/h4>\n<p>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\u2019t 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.<\/p>\n<h4>What to Pin<\/h4>\n<p>Now that you have ideas for organizing your boards, it\u2019s time to start pinning. You have high-quality product images that will make great pins. But no matter how many images you have, you\u2019re 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\u2019re too salesy. Plus, you\u2019ll miss out on the opportunity to bring in leads from people who didn\u2019t know they wanted your products, but found them naturally via other things that inspired them. Kate Spade, a leading brand of women\u2019s wear, uses a mixture of 20 per cent self-promoting pins and <a href=\"http:\/\/www.forbes.com\/sites\/barbarathau\/2014\/07\/22\/forever-21-urban-outfitters-among-most-popular-retailers-on-pinterest-newbie-tops-list\/#7646e204e4ce\">80 per cent purely inspirational content<\/a>.<\/p>\n<p>So what qualifies as purely inspirational? Quotes qualify. So does pinning other people\u2019s 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.<\/p>\n<h3>What Companies Should Pin on Pinterest<\/h3>\n<ul>\n<li>Others\u2019 content<\/li>\n<li>Original content<\/li>\n<li>What\u2019s popular<\/li>\n<li>Products\u2014including their prices<\/li>\n<li>DIY and how-to content<\/li>\n<li>Before and after images<\/li>\n<li>Videos<\/li>\n<li>Gifs<\/li>\n<li>Images with text overlay<\/li>\n<li>Infographics <\/li>\n<\/ul>\n<p> <img decoding=\"async\" alt=\"\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-003.png?strip=all&#038;quality=95\"><\/img> <\/p>\n<h4>Are You Eligible to Create Buyable Pins?<\/h4>\n<p>Buyable pins are a great way to turn product pins into conversions in a streamlined process. Instead of clicking on a product pin and landing on your website\u2019s product page, shoppers can click a \u201cbuy now\u201d button and snatch up your merchandise without leaving Pinterest. Buyable pins don\u2019t work for everyone, however, and at the time of the posting of this article, are only available for ecommerce sites using a short <a href=\"https:\/\/business.pinterest.com\/en\/get-list-buyable-pins\">list of platforms<\/a>.<\/p>\n<h4>Reaching Out<\/h4>\n<p>Just because your pins exist doesn\u2019t mean people will start using them. Here\u2019s how to grow your reach on Pinterest:<\/p>\n<ol>\n<li><b>Pin from other boards.<\/b> Follow people and boards that are relevant to your audience or from people who are your audience. They\u2019ll notice and may head over to your boards as well. Focus your efforts on \u201cpinfluencers,\u201d or trend-setters in your industry who have a lot of followers.<\/li>\n<li><b>Promote your pins, especially your promotional pins.<\/b> Pinterest has tools that allow you to target certain users by interest, location, language, and more to bring your pins to the attention of likely customers who aren\u2019t following you yet.<\/li>\n<li><b>Empower users to pin your content<\/b> by inserting \u201cpin this\u201d buttons on your product pages, blog posts, and anywhere else you think one may be used.<\/li>\n<\/ol>\n<h4>A\/B Testing<\/h4>\n<p>Like any other kind of marketing, there\u2019s no sure-fire way to guarantee a return on investment. This is where <a href=\"https:\/\/www.salesforce.com\/ca\/blog\/2016\/12\/intro-to-growth-marketing.html\">growth hackers<\/a> have it right. To find out what works best for your audience, you have to test. A\/B testing works because it pits two similar pins against each other to find out how even the smallest change affects the number of views, repins, comments, and likes. You\u2019ll learn strategies that will help you hone future pins.<\/p>\n<p><i>From A\/B testing on Pinterest to sharing the right image on Twitter, marketing automation makes your efforts more efficient. See a demo of Salesforce Marketing Cloud by following the link below.<\/i><\/p>\n<p><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ca\/form\/blog\/crm-marketing-demo.jsp?d=7010M000002MONo\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Marketing-Cloud-2.jpg?strip=all&#038;quality=95\"><\/img><\/a><\/p>\n<h3>Share &#8220;The Best Ways Retailers Can Use Pinterest to Engage Their Customers&#8221; On Your Site<\/h3>\n<p><textarea>&lt;p&gt;&lt;strong&gt;Click To Enlarge&lt;\/strong&gt;&lt;br \/&gt;&lt;br \/&gt; &lt;a href=&#8221;https:\/\/www.salesforce.com\/ca\/blog\/2017\/02\/use-pinterest-to-engage-customers.htmll&#8221; _rte_href=&#8221;https:\/\/www.salesforce.com\/ca\/blog\/2017\/02\/use-pinterest-to-engage-customers.htmll&#8221; target=&#8221;_blank&#8221;&gt; &lt;img src=&#8221;https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-embed.png&#8221; _rte_src=&#8221;https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-embed.png&#8221; alt=&#8221;The Best Ways Retailers Can Use Pinterest to Engage Their Customers&#8221; width=&#8221;600px&#8221; border=&#8221;0&#8243; \/&gt; &lt;\/a&gt; &lt;\/p&gt; &lt;p&gt;Via &lt;a href=&#8221;https:\/\/www.salesforce.com\/ca\/&#8221; _rte_href=&#8221;https:\/\/www.salesforce.com\/ca\/&#8221; target=&#8221;_blank&#8221;&gt;Salesforce&lt;\/a&gt; &lt;\/p&gt;<\/textarea><\/p>\n<p> <img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-embed.png?strip=all&#038;quality=95\" width=\"250\"><\/img> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pinterest gets a lot of search traffic. What makes it more impressive is that Pinterest is a pretty unique social network. It combines both visual and text information, the two basics of any brand\u2019s digital image.<\/p>\n","protected":false},"author":1,"featured_media":3244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[93],"sf_content_type":[],"coauthors":[10],"class_list":["post-3242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Best Ways Retailers Can Use Pinterest to Engage Their Customers - Salesforce<\/title>\n<meta name=\"description\" content=\"Pinterest gets a lot of search traffic. What makes it more impressive is that Pinterest is a pretty unique social network. It combines both visual and text information, the two basics of any brand\u2019s digital image.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Best Ways Retailers Can Use Pinterest to Engage Their Customers\" \/>\n<meta property=\"og:description\" content=\"Pinterest gets a lot of search traffic. What makes it more impressive is that Pinterest is a pretty unique social network. It combines both visual and text information, the two basics of any brand\u2019s digital image.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-18T16:25:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-18T17:35:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-open-graph.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Kathryn Casna\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Kathryn Casna\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#\/schema\/person\/image\/c9e89083903ac5dcef3d663f907a8f49\"}],\"headline\":\"The Best Ways Retailers Can Use Pinterest to Engage Their Customers\",\"datePublished\":\"2023-10-18T16:25:38+00:00\",\"dateModified\":\"2023-10-18T17:35:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/\"},\"wordCount\":2124,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-open-graph.png\",\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/\",\"url\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/\",\"name\":\"The Best Ways Retailers Can Use Pinterest to Engage Their Customers - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/use-pinterest-to-engage-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/Ways-Retailers-Can-Use-Pinterest-open-graph.png\",\"datePublished\":\"2023-10-18T16:25:38+00:00\",\"dateModified\":\"2023-10-18T17:35:51+00:00\",\"author\":{\"@id\":\"https:\/\/www.salesforce.com\/ca\/blog\/#\/schema\/person\/601f410a2801f4ddcf6f00cb182e69d3\"},\"description\":\"Pinterest gets a lot of search traffic. 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