Are you an e-commerce shop owner looking to get more sales from your Pinterest traffic in 2022? Are you an e-commerce shop owner looking at Pinterest for the first time?
If that’s you, then this post is for you. I will walk you through some of the tactics that we see work the best for our clients when implementing a Pinterest strategy.
Right out of the gate, I want to preface this post by saying that the e-commerce shop owners in my agency who have had the greatest success with this platform are not drop-shippers. I’m not saying that you cannot be successful on Pinterest with drop shipping. I’m just saying that is my experience at best.
My clients that have had the most success have created their products. They are the founder of their company and invented the product and made it in their backyard or had someone make it.
They eventually grew into having a warehouse, and maybe they are drop shipping now, but when they created the product, they also built a brand. These clients understand why people want the product and how it will transform the lives of the customers who will buy it.
They are married to the product. Most especially, they have done the market research, and they understand why this product needs to be in the world from start to finish. These e-commerce shop owners see the most success within my agency on Pinterest.
RELATED: Why Do E-commerce Sellers Succeed on Pinterest?
I am going to give you some tactics that we are using for our e-commerce shops in 2022. We have several e-commerce shop owners, both in the digital and physical space. We use the same tactic or pinning flow for all of them.
Here’s what I’m doing in 2022 with my e-commerce strategy for clients:
We will go over Pinterest marketing strategy later but let us talk about blog post content first. Just because you are an e-commerce shop owner does not mean that you cannot benefit from blog content.
It also does not mean that you have to write about your grandma’s lasagna recipe to sell your store product. You are not going to blog AS a business, you are blogging FOR your business.
When you are creating anywhere from two to three idea pins per week, your queue might vary from 14 to 21 pins per week that lead to your store. Also creating two to three idea pins per week that adds value, these idea pins show people how to use your product and how it can transform their lives.
How you have to create your idea pins is not cut and dry. So I will tell you more about creating a content strategy for your business.
RELATED: Will Pinterest Idea Pins Help You Grow Your Brand?
Now that we have learned about the tactics we use or the pinning schedule we use in our e-commerce shop strategy, let’s discuss getting more eyeballs on your content or products.
Many people come to Pinterest as e-commerce shop sellers and only focus on the people who are buying their products. They only focus on selling the product. You are missing a huge opportunity to get more people on the top of that funnel to move more people off the bottom.
You can’t go straight for the jugular every single time. People are not ready to buy as soon as they see your product. So, we need to do a little bit of dating; we need to do some schmoozing, but not in a schemey way. But we do need to entice them.
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We have to give people something before we can take something. You cannot introduce your product and immediately take their money. It doesn’t work that way. So we are going to talk about awareness content or creating content that provides value.
You want to create a long-term business—a business that doesn’t require you to constantly run ads to get sales. A business that still generates money when you sleep or go on vacation, or are on the toilet, doing laundry, or picking up your kids.
You need to be thinking about awareness content. This is where many e-commerce sellers, especially drop shippers, completely miss the boat. You don’t ever think about creating value for your customer.
That’s what I want you to get into the mindset of today after reading this post.
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I did a little bit of research because I want to make a case for creating awareness content. Hubspot has conversion rate details for 24 different industries.
For fashion, clothing, and accessories, the average industry conversion rate (meaning the number of people that purchased after seeing your products) was 1.01% to 1.41%. That’s low, right? Only 1% of people who see your product will ultimately end up buying.
Now some industry averages came out higher than that. It depends on the niche, the time of the year, the location, and the country. All of these different factors come into play when determining your conversion rate.
But if we go by those standards, let’s say you had 10,000 people visit your website and 500 people bought. That would be a 5% conversion rate. But if we’re going by these industry averages, only 101 people would have purchased out of those 10,000.
How many sales do you need to get? How many groups of 10,000 people do you need to get on your website to convert to create income and a long-term sustainable business for you? Think about that and do a little math.
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Now let’s talk about creating awareness content because that’s where many people will come from. The more people you can get into the top of the funnel, the more people should come out at the bottom of the funnel. So this is where awareness content comes into play.
I’ve got two different industries for which we will run through some examples. I have worked with both of these industries.
The first one is a leather bag brand. If you sell leather bags, you may want to create awareness content on your website and Pinterest.
Awareness content on Pinterest is not just static pins or video pins that link to your website but also idea pins. It includes creating awareness content with your idea pins and then linking your products in the form of product stickers in the idea pin itself.
Let’s say you’re a leather bag brand. You manufacture and sell leather bags of different kinds like backpacks, purses, travel bags, and messenger bags. There’s a whole customer base out there looking for leather bags.
Whether you sell vegan leather bags, genuine leather bags, alligator or cow, whatever the leather is, people want to know which one is the best. So, here are five examples of awareness types of content that you could create if you are a bag salesman:
People are looking for this type of content to purchase your product, ultimately.
When we back up and look at just the pinning flow, it can include two product pins per day and one blog post pin per day; none of that matters. You can even pin seven blog post pins per day. What matters is the quality of the content and the value you are giving to your audience.
Ultimately, someone might know that they want a leather backpack, but they may not know that they want your backpack. They may want to look at other brands, so you may need to do comparison content between you and your competitors. You may need to write review blog posts where you review the backpack and all its features.
You can review the messenger bag where you show people how to use that bag versus another bag. Ultimately those are the things that are going to sell for you.
I want you to remember that awareness content doesn’t have to be about the product you sell. It doesn’t have to be all about the bag. It can also be about the situations people are in that lead them to the product.
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The following example is with a skincare and beauty company. I did their Pinterest marketing for about two years, and we did a mix of different kinds of content for them. Here are some examples of awareness content that you could create in skincare and beauty:
This whole post is making a case for creating more awareness content to get you in the frame of mind for using awareness content as a tactic in your business to get more traffic in sales. I don’t want you to be freaked out by creating awareness content or blog content for your business. That is not the purpose of this blog post. This post aims to help give you some insight into what I find to be the most successful Pinterest marketing strategies for our clients.
The most successful Pinterest marketing strategies for our e-commerce clients are ones that include blog content. They also include creating awareness content for idea pins. So no matter how many pins you put in your queue per day, it does not matter. You could do one a day, or you could do seven a day. It doesn’t matter. I care about the value you’re bringing to your customers and the inspiration that you’re getting them to lead them to purchase.
RELATED: How to Start Blogging for E-Commerce
It’s not just about presenting them with the product and saying, “Hey, do you want it?” Nine times out of 10, they will say “No.” Chances are, they already have a brand they like that they’d instead stick to. So you have to make the case as to why your product is better than theirs.
In a lot of instances, awareness content can help you bring people from awareness to consideration to purchase in that buyer journey. Too many people skip over the buyer journey, and I don’t want you to be one of them.
So if you enjoyed this post, leave me a comment and let me know what kind of content you plan on creating for your e-commerce store. Head on over to our Pinterest marketing playlist to watch these Pinterest marketing strategy videos for your next steps. I will see you next time.
Heather went to school for accounting and worked for years in banking and finance. After finding all of that entirely too boring she started her first blog in her basement in August of 2016. She has started 3 blogs in the marketing, motherhood and travel niches and used Pinterest to grow them all. She quickly became the go-to Pinterest strategist in her peer circles and has been implementing strategies, driving traffic and sales through organic and paid tactics for her clients. On this blog and her YouTube channel she educates the public about clear and transparent marketing strategies to help them to grow on Pinterest and in other places online.
Hi, great article!
I just want to ask if you always recommend starting with an awareness campaign or if it may be better to start with considerations then retarget for conversions?
I ask because your other article mentioned that awareness campaigns are like “throwing money down the toilet”.