Boosting Your E-Commerce Referral Traffic with Pinterest
So, you’ve done your homework on all the social media platforms that can help drive traffic to your store.
You’ve nailed down a good Facebook advertising campaign. You’ve decided on your Tweet scheduling and overall strategy. You’ve even found the perfect Instagram photo filters to go along with your calendar full of engaging captions.
But have you forgotten about Pinterest? While many see the social media platform as a place to share recipes or crafts, don’t be fooled; Pinterest is a valuable channel for boosting your e-commerce referral traffic.
Pinterest is effective for e-commerce because of its simplicity. The entire website is built on opportunities to share beautiful and eye-catching images.
The endless options to customize and categorize boards encourage people to put all their favorite products in one place, and then buy them, or inspire others to make purchases. This emphasis on visual performance and discoverability makes Pinterest a goldmine for social referral traffic.
In fact, a Pinterest study found that 90 percent of participants said the platform gave them ideas about what products to buy. And it makes sense. Looking to sell makeup? Get on Pinterest and start posting photos of models wearing your shades and blends. People will be drawn to these types of images much more than any text or display ad.
How Can I Use Pinterest?
Even though Pinterest might seem pretty easy to use, it comes with a variety of tools people can use in more depth to increase referral traffic to products.
Features like buyable pins, for example, allow customers to purchase in just one click, removing several stages of the buying cycle.
But there’s more to Pinterest than integrating product photos. Here’s how you can increase your e-commerce referral traffic with Pinterest.
Detailed, Actionable Descriptions
While images are everything on Pinterest, the copy underneath each pin is also important. An impactful, interesting description can get more people clicking on your products, generate referral traffic and drive more sales.
For optimal engagement, make sure your pins are engaging and have a clear call-to-action, so people know where they should be clicking next. Use words that appeal to the senses and evoke imagery. Descriptions that read like a placeholder will be ignored in favor of the image, which means a missed opportunity to incite a specific action.
Spread the Love, Organically
Like all social media sites, Pinterest has an active community with around 200 million people monthly active users. With so many potential users to attract, be sure to do more than exist on your account page. Make sure to regularly pin original content to help your posts show up in other feeds. And don’t forget to follow your followers and study their boards and pins to glean their interests.
Interacting with other accounts in your niche can improve brand awareness and referral traffic but be cool; it’s more useful to create connections and focus on organic engagement than it is to try to drive traffic to your account and store.
Images make Pinterest what it is, but few know how to optimize them for the platform correctly. This is a simple but essential detail as users who see a board filled with high-quality images are more apt to visit your store and make purchases.
Mix images with infographics on your board and try to maintain a 2:3 aspect ratio for all photos. Portrait-style photos usually perform the best. Focus on sharing images with lots of reds, purples, and pinks. Research shows these colors are shared the most while pictures with plain backgrounds get shared less often.
When it comes to driving referral traffic, some see Pinterest right at the top next to Facebook. One out of every two U.S. Millennials uses Pinterest each month.
Overall, two million people post a pin on the platform each day. Half of the platform’s users are located outside of the United States, with the bulk of desktop users coming from burgeoning countries like Brazil, India, and Russia.
Pinterest’s popularity rises over the last few years gives e-commerce marketers and business owners one more reliable channel to boost traffic. As a hub for people looking to shop, ignoring Pinterest is a big mistake when deciding how to generate more sales. Boosting your e-commerce referral traffic with Pinterest won’t be an overnight success, but with patience and dedication, positive results are inevitable.
Also published on Medium.