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Pinterest is a key e-commerce channel for brands. 89% of Pinners have used Pinterest for inspiration on a recent purchase (GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, Nov 2018), and its fusion of brand awareness and product discovery lends itself well to driving customer conversions. Pinterest Insights and innovative features such as Idea Pins are powerful additions to your brand’s Pinterest marketing strategy.
In the webinar Creative Ideas to Conversions: How to Leverage Pinterest Marketing on the Buying Journey, Dash Hudson moderated a panel with Pinterest and the social team at Kendra Scott about effective techniques for using Pinterest to drive customer engagement and conversions. For the full rundown of Pinterest Idea Pins and how Kendra Scott is finding success using them on the channel, be sure to check out the on-demand webinar. The following five tips will help you get started.
1. Use Idea Pins to tell your story.
You may be wondering—what are Pinterest Idea Pins? In simple terms, Idea Pins are an organic, evergreen format for sharing your brand’s content. With Pinterest’s topic tagging and discoverability features, Idea Pins are an effective tool for getting your brand in front of new potential customers. As Andrea Howard, social media manager at Kendra Scott, explains, “Idea Pins are a strong way to organically get your brand in front of new customers. It’s a great platform for discovery.
Idea Pins are described by Lucy Matthews, Partnerships Manager at Pinterest, as the best canvas to help Pinners turn inspiration into action. She recommends using Idea Pins to engage your audience by planning your content like you would any other kind of story. Plan to have a beginning, which introduces your content, the middle, with a strong narrative, and the ending, which has a final “Aha!” moment that ties your content back to your call to action—the next step you hope your audience will take after engaging with your content.
2. Use Search Engine Optimization to inform your content.
Your Pinterest and SEO strategies are very much tied together. Taking the keywords that you know your audience is searching for, and using that to inform your creative, is an excellent way to make sure your content performs.
When considering keywords for Pinterest, Andrea Howard from Kendra Scott recommends that you ask yourself:
- Who’s doing the searching?
- Which topics are they searching for?
- What tips do they need?
These considerations are key to creating content that is relevant to your audience and discoverable to people who may not be familiar with your brand.
Another piece of advice from the Kendra Scott social media team is that content from other channels works well on Pinterest too. In fact, due to the evergreen nature of Idea Pins, it is actually the best place for your top-performing content to live and remain discoverable indefinitely.
3. Your videos don’t need to be stylized.
What matters most in your Pinterest marketing strategy is authenticity. As Peyton Perry, social media visual lead at Kendra Scott, explained in the webinar, their top-performing content is actually shot on an iPhone. Brands are able to pick up their phone, jump in, and film organic lo-fi content on the spot that performs well on its own or as a part of a larger content strategy.
Pinterest Idea Pins have a robust editing toolkit that gives you everything you need to create beautiful and engaging content at your fingertips. Videos can be between 2 and 60 seconds long, so you can take as little or as much time as you need to tell your story.
4. Take advantage of trends and insights.
Being approachable and conversational is the best way to come across as authentic, especially as Generation Z customers look for authentic, value-driven brands. A great way to keep your content topical and relevant to your audience is to take advantage of the trending topics section to figure out what content is resonating with audiences at the moment.
Of course, trends have to start from somewhere, and experimenting with different types of content also works. Pinterest Idea Pins have a lot of leeway for how you can communicate your brand story, including videos, voiceovers, text overlay, stickers, and image transitions.
5. Find the right e-commerce and insights platform.
Measuring the performance of your Pins and the effectiveness of your Pinterest marketing strategy doesn’t have to be difficult. Platforms such as Dash Hudson offer all-in-one solutions that allow you to measure traffic, revenue, and ROI in one place.
You can take the guesswork out of your experiments with content by utilizing AI-powered predictions and insights to quickly optimize your content for conversions. Dash Hudson also allows you to add and edit shoppable links to drive e-commerce ROI without ever leaving the platform. By finding the right social media tool, you will be able to save precious time that is better spent ideating exciting new content.
Pinterest is a key channel for any brand’s omnichannel mix, and Idea Pins are a feature that, when leveraged correctly, are a strong driver of customer conversions. If you are interested in learning more about Pinterest Idea Pins and learnings from the experts at Kendra Scott, watch the Dash Hudson x Pinterest x Kendra Scott webinar on-demand now.
