Don’t overlook Pinterest for fashion, lifestyle marketing
Fashion and lifestyle companies typically prioritize Instagram and Facebook for marketing. Most overlook Pinterest. It is a mistake. Pinterest is a critical and untapped source of quality traffic.
I recently included Pinterest in a social media marketing package for a fashion client. Pinterest has produced good results. The client’s Pinterest account barely existed before we started – roughly three hundred views per month. It grew to 37,000 monthly views, which translated into traffic and conversions, all within our small budget.
According to Statista:
- 250 million people used Pinterest in September 2018.
- 58.9% of American Pinterest users are women.
- 29% of Pinterest mobile users log in several times a week; 24% do it daily; 12 percent several times a day.
In my experience, there are four compelling reasons most businesses – especially fashion and lifestyle – to use Pinterest.
- Pinterest is a search engine. Knowledgeable businesses can get a head start on the competition by optimizing content for search rankings on Pinterest. If you are familiar with search engine optimization for Google, you will be successful on Pinterest.
- Pinterest is more static than Instagram and Facebook. Older posts on Instagram and Facebook are placed under New Content. If users want to see your old posts, they have to scroll down. Pinterest boards, however, stay in one place. The pins are located inside an array. They are not pushed down like Instagram and Facebook posts. If your boards have too many pins, you can subdivide them or create a new board.
- Pinterest is underutilized by businesses, especially wholesalers. There is probably less competition on Pinterest than on Instagram.
Treat Pinterest like any other acquisition channel. Develop strategy, tactics and timetables. Develop new content, then reuse it later. Tables should reflect your website – categories, subcategories, about us, testimonials, FAQs.
Pin each of your products on different boards if possible. For example, pin a “red cocktail dress” to the “Cocktail Dresses” and “Valentine’s Day” signs.
Base each description on the words used by the researchers. Before you start on Pinterest, research keywords and then logically include them in your copy. Each image file must have a keyword in its name.
Creation of tables
Refine your tables and their content after researching keywords. In my experience, the following boards are essential.
About Us. Pins can range from your business story to employee photos. However, the most important thing is to pin images of benefits. In other words, focus on how your business is helping customers. Explain why buyers choose your business and why your products are better than others.
FAQ. Create visual pins for all potential questions from prospects.
Testimonials. Reviews and testimonials with photos and videos add credibility and confidence.
Product tables. Include as many products as you want, but don’t overload your account. Your website is clean and easy to navigate. Your Pinterest account should be too. If you have too many product categories on your website, create category boards with subcategories. If your product assortment is small, create separate tables for each category. Optimizing the count is the most critical aspect, not the number of tables.
Resources. Turn your blog posts or how-to videos into traffic-generating pins.
Estimate. Pins with quotes tend to drive traffic. Make sure the quotes match what you are doing. If you can’t find suitable quotes, write them down.
In the wings. Buyers relate to people. Showcase what’s happening in your business, such as product design, photoshoots, trade show activities, and internal events.
Specific to a niche. Include other content that interests your target audience. If you sell cooking supplies, create a recipe board. If you wear a skincare line, pin up beauty routines.
Optimizing your content for searchers on Pinterest is the key to success on the platform. Here are the main steps.
- Perform in-depth keyword research using quality tools like SEMrush as well as the Pinterest engine itself.
- Use keywords that are longer than general terms.
- Load keywords in the names of cards, pins and in descriptions of images.
- Make all descriptions based on keywords. Use keywords and associated phrases and synonyms.
- Link all Pins (not re-pins) to your website. Link the products to the product pages. Link the blocked content to the home page or category pages.
- Keep boards related to your business at the top of your Pinterest account and boards with items pinned below.
Detailed strategies for encouraging consumer engagement on Pinterest are beyond the scope of this article. Focus on using the right keywords and hashtags first. Then other interested pinners will find you and follow you.