Pinterest remains one of the strongest sales channels for e-commerce. That’s partly because, unlike other social media channels, users go to Pinterest because they’re actively looking for products. They want to get inspired and bear an always-shopping mentality. When they find things they like, they’re not only likely to “pin” them, but also visit the website to purchase.
And it’s partly because Pinterest makes it easier than ever to discover new products and ideas. Unlike platforms like Facebook and Instagram, where your feed consists of posts just from your own audience, Pinterest’s algorithm serves up a bevy of unique content based on each user’s history. This not only gives your pins a lot of organic potentials but also puts you in front of people who are most likely to be interested in your content.
According to Pinterest data, 40% of the platform’s users say they love shopping, while users as a whole are three times more likely to say they are “always” shopping. Pinterest shoppers tend to have 30% larger shopping carts and spend about 40% more than the average customer.
How can you use Pinterest to drive traffic and sales to your e-commerce drop shipping website? Here’s a step-by-step guide we made just for you:
For e-commerce website owners, you will need to set up a Pinterest business account. This is a free account and takes just a few seconds to do.
If you have a personal Pinterest account, you can turn it into a business account. This is ideal if you want to use your current following to have a ready-made audience. Or, you can set up a standalone business account. This is the best path if you want to preserve your personal account for your own use or if you do not have a Pinterest account.
Having a business account instead of a standard user account gives you access to the Pinterest Business Hub. This allows you to create paid ads, promote your pins, gain insight into your audience, and create buyable pins so users can purchase items on the spot.
You will also be able to connect your online store to your Pinterest account. This is the quintessential step in selling on Pinterest for e-commerce businesses.
All of the major e-commerce platforms, such as Shopify, BigCommerce, and Squarespace, offer seamless integration options. You will connect your Pinterest account to your store via your website settings. Refer to your website platform provider for specific instructions.
Once you have your account ready, you can start building up your followers. You may already have people in your audience if you turned your personal account into a Pinterest business account. But if you don’t have an audience or want to expand your existing audience, there are a few things you can do to recruit a following:
People need to be able to find you before they can follow you. One way to boost your visibility on Pinterest is to start following boards and businesses that are relevant to your own. Board owners and businesses will see you and may feel inclined to return the favor. Build up your relationships with them and you may be able to share Pins with them to get in front of their audiences.
Engagement is critical on Pinterest. The more active you are, the more visible you become. Take some time to explore trending boards and pins to find items to re-pin. Connect with people and businesses on Pinterest by leaving comments on their Pins. Look for relevant group boards and contribute content to them.
Never underestimate the power of Pinterest SEO. Pinterest is essentially a search engine, so it’s helpful to include keywords in your content that people might use to find pins like yours. The more you can get in front of the right people, the more chances you have of earning engaged followers.
Building a Pinterest audience doesn’t have to start on Pinterest. Once you create your business account, let your existing customers and other social media followers know about it. Send out an email to announce your new account and invite people to follow you. Share it on your other social media channels with a link to your business profile. Include it in your other marketing communications to remind people of another way they can get to know your brand.
Pinterest is one of the best social media platforms for blog promotion. Blog “pins” have a much longer shelf life on Pinterest, giving you more mileage for every blog post. Plus, Google doesn’t favor new blogs, making it hard for blog posts to rank well in organic search. This isn’t the case with Pinterest, luckily, which may increase your chances of appearing in organic searches on the platform.
You can turn any blog post into a Pinterest pin. Blogs are a great way to talk about your products in a non-sales way. Do an in-depth product review, list several products that relate to the same category (think gift-giving guides, etc.), offer tutorials, or create other types of content that offer value, answer quetions, or solves problems.
When your blog is live, head to Pinterest to turn it into a pin. Pinterest is an image-heavy platform, so you will need an attractive image (or several) to catch the user’s eye. Add a caption, then fill out a description of your pin. Use keywords that relate to your post so that you can show up in relevant search results. Then, just add a link back to the blog on your website.
Blog pins not only drive traffic to your website; they also create awareness about your products and your brand.
Aside from blog pins, you can also create Product pins that let users buy products on the spot. This is one of Pinterest’s best features for e-commerce drop shippers because it eliminates some of the steps a user would take to buy an item from a regular pin.
When your e-commerce store is connected to Pinterest, you can access your entire product catalog through the platform. To create a Product pin, simply tag your item in an image. Pinterest will automatically pull metadata from your websites, such as the item’s price and description. This is a huge time saver for busy e-commerce store owners who would rather focus on sales than social media.
Another option for e-commerce drop shippers on Pinterest is to set up Buyable pins. These pins allow users to products on the spot without ever leaving Pinterest. While this means you don’t get the website traffic, you do get the sale and brand recognition. Plus, it creates a seamless experience for the customer. They don’t have extra steps to take and can simply purchase your item when the mood strikes. There’s no risk of cart abandonment, no extra steps to create an account, and no other friction that can kill the sale.
It’s a tradeoff, sure, but it’s one that most e-commerce store owners would gladly make if it means making an extra sale.
Like other social media platforms, Pinterest offers the option to pay for ads to promote your pins. This can be a highly effective way to ramp up a following quickly or drive short-term sales on a particular product.
Promoted pins are just like regular Pinterest pins. The difference is that you pay to put your pin in front of more people. When you post a Promoted pin, people will know it’s an ad because it will say “Promoted”. But if someone shares your pin, the word “Promoted” disappears because it was shared organically.
Promoted pins can take many forms:
Rich pins provide users with more information about your products. The goal is to encourage users to click through a Rich pin to visit your website or landing page. Rich pins can promote products, blog posts, app installs, or recipes.
Promoted Video pins showcase a video clip instead of an image. This is a highly effective ad form because Pinterest is mostly comprised of static images. A moving video clip can stand out among other Pins to instantly capture a user’s attention.
With regular pins, a user can tap on the pin and see a close-up version of it, along with more information. One-tap pins skip this step and take the user straight to your product or landing page.
If you’re ready to embark on a Pinterest strategy for your e-commerce drop shipping business, we invite you to explore Doba. Our drop shipping platform connects you to popular, high-quality products that sell, giving you even more items to fill your store and promote on Pinterest. Try us free for 30 days!