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Does Pinterest work for e-commerce brands? The simple answer is “yes”,

as long as you are happy to commit to publishing content consistently, on an ongoing basis. And you have good quality images, the more visually appealing the better.

Beyond that, the impact you’re likely to see depends on your product category, your distribution model and whether you’re the brand owner or a reseller. And, of course, your strategy. 

Setting Goals

Before you start (or restart) being active on Pinterest, you should be clear on your marketing strategy, and where Pinterest fits within it. 

Is Pinterest a stand-alone sales channel? Or is it part of a funnel, where you look to convert through email, paid social or Google Ads? 

Pinterest can be effective at all stages of the sales funnel, but it’s most widely used as discovery channel, where people research and plan their future purchases. With 97% of Pinterest searches unbranded, it’s a perfect place to grow brand awareness. And showcase your products to pinners researching ahead of their next purchase. 

If you choose to use Pinterest for awareness and consideration, rather than conversion, it’ll help generate higher quality audiences for your Google Ads and paid social retargeting activity. And you’re likely to see over all ROAS improve. 

You can just use Pinterest organically, but investing in Ads will accelerate your progress and give you more control over who sees your pins.

 Brand owners Vs Resellers

There are definitely more opportunities with Pinterest if you are a brand owner, rather than a reseller. 

For brand owners, how you use Pinterest will vary depending on your distribution model. If you are primarily a D2C business, Pinterest can be a very effective sales channel. For brands that primarily wholesale, Pinterest can be a great place to build brand awareness in key global markets – with the end consumer and potential new stockists.

To be successful as a reseller, you’ll need more focus on added value content, like pins that link to blogs, that’ll set you apart from the competition. 

Visual appeal

Businesses with products that look great are always going to have a headstart on Pinterest. As long as they have invested in creating high quality photography and, ideally, video content too. 

If the product itself is less appealing, you can focus on the transformation it creates or the product in use, rather than just the product itself. 

But even on Pinterest, image isn’t everything. Pinterest is a visual search engine, and the initial search is driven by the words a user types in the search bar. Understanding your consumer, and the keywords they are likely to be using, and incorporating these into your pin images / copy is essential too. 

Evergreen Vs high churn ranges

Organic Pinterest can be challenging for brands with products don’t stick around for long, because your older pins will probably link to products that are no longer available. Pinterest Ads can still work well for this type of brand, because your Ads will always focus on lines that are currently available. 

Brands with core products that are in the range for years are more likely to have success from organic content, with pins for their best sellers potentially trending season after season. They also have the option of boosting their Pinterest performance by investing in Ads as well. 

Running Pinterest Ads

If you want to see results faster, you can invest in Pinterest Ads. I wouldn’t recommend doing this until you have spent at least a month on new organic activity. 

Plus, if you haven’t already, you need to install the Pinterest tag/API conversions, apply to be verified merchant and create a catalogue feed before considering putting money behind Ads. 

If you’re looking for support with Pinterest, I offer a range of services including training, strategy and Ads Management.

Contact

07534 167953
helen@remixmarketing.co.uk

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