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3 Best Practices For Retailers On Pinterest
By Lauren Smith
3/7/2013 12:38:00 PM
Are you capitalizing on an audience of 25 million that spends nearly double the average shopper?

Ecommerce consultancy firm RichRelevance recently released a study that tracked 700 million shopping sessions originating from social networks. In this study, they found that an online shopper originating from Pinterest spent an average of $170, while shoppers originating from Facebook and Twitter spent $95 and $70. With a predominately young, female user base with disposable income, the site has quickly become a way of window shopping via your iPad.

In short, if you're not actively creating a presence for your ecommerce company on Pinterest, you're leaving a lucrative opportunity untouched.

But how do you keep up with another social network when your marketing dollars (and time) are stretched thin?

It's Not All About Your Products

With its clean, ad-free interface, Pinterest is the prime place to share imagery that fits the mission of your brand. Consider sharing styled images where the product is not the main focus, but clicking on the image leads the user to the products in the photo. We've found that photos of this nature are highly successful in click throughs compared to their plain product shot counterparts.

It's Called "Social" Networking For A Reason

Like any social network, it's important to engage with your followers. Pinterest provides an excellent opportunity to run creative marketing campaigns. Examples include sharing images from bloggers that feature your products, reposting Instagram photos that are tagged with your brand, and even creating contest boards that allow your followers to repin an image for a chance to win a product.

It's All About Timing

Unlike many social networks that have peak traffic periods, studies show that traffic consistently peaks on Pinterest in the late evenings - around 7:00 PM EST and continues until around Midnight PST. Users cite Pinterest as a way to relax, as they mindlessly browse content. Concentrating your Pinterest activity during work hours puts it at the bottom of their feeds. But using a service like Pingraphy lets you schedule your pins to appear at the right time for optimum exposure.

Have you seen your traffic from Pinterest increase? What strategies are you using to drive engagement? We want to hear your thoughts in the comments!


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