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A retailer’s guide to Pinterest

A retailer’s guide to Pinterest

It’s no secret that being active on social media is vital for success in a retail business of any size because these sites help build the brand, reach new customers and engage with loyal patrons.

If your store doesn’t have its own Pinterest account yet, you’re missing out. This social media platform can provide a litany of benefits. Read on to find out why you need Pinterest in your business.

The value of Pinterest
According to Forbes, almost 20 percent of adults in the U.S. log onto Pinterest each month, which is on par with Twitter usage and falls below Instagram’s average. Venture Beat added that Pinterest results in four times more revenue per click than Twitter and almost 30 percent more revenue than business Facebook accounts.

The data that you can glean from Pinterest analytics has more worth than other social media sites as well. For example, Forbes explained how consumers’ Pinterest activity offers more insight on what they intend to buy, while their likes and follows on Facebook and Twitter simply reveal customer preferences. Entrepreneur magazine recommended signing up for a verified business account for the best analytics, and investing in rich pins to promote more sales. Additionally, you should watch the site’s video called “Web Analytics Walkthrough” to learn how to measure metrics and conversions to determine the popularity of each pin and how effective they are at leading shoppers to your website. Pinterest can drive Web traffic to your site, because each product post includes a link back to the original source.

How to leverage the platform
There are a handful of ways that you can use Pinterest to your advantage as a retailer.

  1. Post often to increase your chances of being noticed and repinned. Include photos of store displays and hot merchandise, but don’t forget to try a variety of content to find out what works.
  2. Do you want more followers? Start by searching for accounts that are relevant to your business or products, then follow and engage with them. This can help you capture their audiences that are likely interested in what your brand has to offer, according to Forbes. The source also recommended connecting your Pinterest account with the business’s other social media pages and holding Pinterest contests or giveaways to garner attention. Get involved with group boards so you’re contributing to a conversation that you didn’t start from time to time. You could also visit the section for popular pins and engage people through open-ended questions.
  3. Entrepreneur suggested keeping a close eye on the alternative text portion of your pins, because that content typically shows up with the post by default. It should be descriptive and informative to promote sharing.
  4. When it comes to repinning posts from other people, remember that it links back to the actual site. Make sure you’re only promoting businesses or accounts that reflect positively on your brand, as repinning is a more powerful tool than “liking” or “favoriting” on other sites, Forbes explained.
  5. According to Entrepreneur, pins that feature a product you sell should include the price.
  6. If you repin from another business, you should tag them in the post, Entrepreneur recommended.
  7. In addition to attractive pictures of window displays, supply your followers with useful information – think relevant YouTube videos, news articles and book recommendations.
  8. According to Forbes, the best times to be active on Pinterest are between 2 p.m. and 4 p.m. on Thursdays and Saturdays. Although you can brainstorm and develop content throughout the week, save your posts for these high-traffic time slots and watch your profile grow.