Photo Book & Creative Printing Retailer : What Have You Printed on Lately? Surviving in the Shifting Creative Retailing Market SpaceApril 2012 By Gaby Mullinax
How can Pinterest help retailers?
According to Compete.com, Pinterest had a six-month growth rate of nearly 900% as of January 2012, making it the fastest site in history to surpass 10 million visitors. Most important for retailers: Pinterest recently surpassed LinkedIn, YouTube and Google+ in retailer referral traffic. More visitors equal more opportunities for conversion.
Savvy Pinterest users can spot boards that are overly self-promotional and are less likely to revisit them. Weave in theme-based articles and content from other websites for a better chance to attract followers. Pin your best-selling products to your board or divide your boards by product line to attract users.
Online retail marketers know that engagement is the key to online marketing. Encourage your followers to interact with your brand by opening up your board to their contributions. Reciprocate by re-pinning content or leaving comments about other users’ pins. Adding mention tags (using the @ symbol) to captions lets users know you are re-pinning their content and will drive them to follow you.
To help grow your company and connect with your customers, feature your business name on your profile, add an “about us” paragraph, connect with your Facebook and Twitter accounts, tag other users in your pins using the “@username” in your descriptions, comment on others’ pins, pin your own blog posts, pin videos, use your business name in the description when you post your own products, create seasonal boards, add the “Pin It” button to products on your website, follow those who pin your stuff, create a testimonial board, promote other people’s boards on your site, find the popular crowd by the number of followers they have and follow them.
Remember: The prettier the picture, the more it will be pinned.
Create a coupon or special offer board, leverage your Facebook and Google+ audience by running a contest that points to your Pinterest page, consider a “Best Use of Our Product” photo contest with entries being pinned to your Pinterest board.
Ready for Pinterest?
Pinterest is driven by beautiful imagery, which makes it a natural for our industry. If you’re looking for a way to kick up your marketing and sales efforts, and want to develop a presence on Pinterest:
1. Select a user name. It’s okay to use the graphics and profile from an existing Twitter or Facebook page.
2. Bring your brand alive by showcasing your products with beautiful photographs.
3. Leverage themes by creating “mood boards” that convey an image, not your products.
4. Include prices and show price changes when items go on sale.
5. Use hashtags because they offer organization support.
6. Add the “Pin It” button.
7. Engage and listen to the community; don’t just broadcast your brand.
8. When you use images from across the web for commercial purposes, discuss legal liabilities with counsel.
9. Sign up for an invitation on the site—prepare for a wait—or find a pinner you know, who can send you an invitation.
Remember that creating a beautiful image is everything. Whether it’s for a new product or the newest social media powerhouse, beautiful is better.
Retail Customer Experience.com, “Eight Ways Retailers Can Leverage Pinterest,” by Cherryh Butler
Copyblogger, “56 Ways to Market Your Business on Pinterest,” by Beth Hayden
Accelerating Commerce: The Fifth Gear Blog, “Pin to Win—Why Ecommerce Retailers Need Pinterest,” by JB Smith
Mashable Social Media, “8 Strategies for Launching a Brand Presence on Pinterest,” by Charles Nicholls