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6 ways to grow your online sales with Pinterest


A picture is worth a thousand words but with the growth of social media it’s hard to choose the best platform. There is one channel that delivers more than others when it comes to images – Pinterest. What’s more, according to this Hubspot blog infographic, “clicks on Pinterest generate four times more revenue than Twitter.” Pinterest is therefore a gift to those marketing their online retail sites.
 
Review these quick points to getting your products pinned and repinned!
 
  1. Build buttons and widgets
To benefit from traffic referrals from Pinterest, your products must first establish a presence on the platform. Pinterest helps you to do this with a range of buttons and widgets you can feature on your ecommerce site. You can choose from a Follow button, the standard Pin It button – which is constantly visible and is suitable for both regular and mobile browsing – or the On Hover Pin It button – which stays invisible until someone mouses over the image. You can also add pin, profile and board widgets to your site, whichever of these is most relevant to the page content. Buttons and widgets are easy to install and Pinterest gives full instructions. Everything pinned and repinned from your site will link directly back to it and encourage more of that all-important page traffic.
 
  1. Balance your boards
While Pinterest can be a great source of potential business, it is still a social network and this means that its users can easily become disengaged by brands over-promoting themselves. Maintain a sense of balance with your boards. The most successful companies on Pinterest tend to keep roughly 40% of their boards motivational and inspiring, 40% instructional and educational and only 20% directly about their brand.
 
However, while it’s important to keep marketing subtle on Pinterest, this should never be to the detriment of your brand image. Pinners should be able to recognise what your area of expertise is as soon as they click on your profile. Don’t obscure your message by pinning too much content that falls outside your remit.
 
  1. Trendwatch
Keep tabs on what’s popular on Pinterest and if there’s something trending that relates to your brand, maximise your engagement with it by pinning, repinning, liking pins and commenting on them to increase brand exposure and your following. Always bear in mind what areas of interest resonate with your specific audience and keep your Pinterest activity relevant.
 
While summer dessert recipes and DIY nail foiling may be shared often, if you’re selling furniture (for example) jumping on these irrelevant bandwagons won’t do your brand integrity any favours. Don’t go chasing every trend in the hope of bagging yourself repins and followers.
 
  1. Do your homework
There’s been some great research done into pinning habits. The most popular areas have been recognised as fashion, food and drink, architecture and interior design, weddings, technology, sports, health and beauty, home improvement, toys, and travel. Try to relate your product descriptions to these topics where possible (you’re bound to fit into at least one of those areas!), and use keywords and hashtags that are commonly used.
 
Look into stats that relate specifically to your pinning activity. For example, images without faces receive 23% more repins than those with faces, pins with multiple dominant colours are repinned 3.25 times more than those dominated by a single colour, taller images are more likely to be repinned, and 2 to 4 pm and 8 to 11 pm are roughly the best times to pin. These insights can be used to inform your Pinterest strategy.
 
  1. Engage with influencers
Like every social network, Pinterest has communities of key influencers for each area of interest. It makes good business sense to begin relationships with these users. Spend a bit of time researching keen pinners in your specific field who already have the attention of your target consumers, and then identify those who have the most followers. Follow them, repin their content and make thoughtful and positive comments on their boards. All this will help to get them interested in your company and encourage them to repin your content and boost your exposure to their valuable following.
 
  1. Use rich pins
Rich Pins include extra information on the pin itself to maximise pinner engagement. There are six types of Rich Pins: app, movie, recipe, article, product and place. To get started, you'll need to prepare your website with meta tags, test out your Rich Pins and apply to get them on Pinterest. You might want to ask your developer or site owner to help. Pinterest is also getting ready to launch its Promoted Pin service for UK businesses, so watch this space for more marketing opportunities through Pinterest…
 
Because of Pinterest’s powerful reach you could soon find yourself selling internationally, so it’s important your business is ready for this. Part of that is managing payments in foreign currencies. At Currencies Direct we offer better rates than the banks do and provide sellers with an effective international cash management solution. Companies who sell internationally can use e-tailer Collection Accounts to gather their marketplace sales proceeds and withdraw money when it suits them. 

We’re ready to discuss the best way for you to receive your marketplace sales. Call us on +44 (0) 20 7847 9269, or find out more at currenciesdirect.com/etailers. You can also register and save up to 3% of the total sales value on exchange rates.*

 
* Rates as at 18 February 2015
 

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