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Socially Speaking: How to Get Sales Through Pinterest

2012/11/08

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Many of you have heard that Pinterest is blowing up. With an increase of 145% just since the start of 2012, this is beyond a social media force to be reckoned with – Pinterest is now tied with Twitter and creating more sales traffic for retailers than Facebook, Twitter and Google+ combined.

The question can be raised, HOW could a bunch of pictures result in sales at store level? And also, HOW does one control what others will “pin”?

Here is some helpful data:
This site is a virtual pin board. Shoppers can pin images through their mobile app (snap a photo and then tag) and also pin an image you find online (Facebook images cannot be pinned). “Look at these shoes I found from Kate Spade!” or “Idea for upcoming baby shower, vegan vanilla cupcakes from Buttercelli Bake Shop!” These are typically images of items that the “pinner” likes and wants others to know about (free promotion).

A pinner can then categorize these images by “boards”. Popular boards include fashion (by season or style), wedding ideas, party planning, recipes and interior design.

Now to the juicy details:
You want to know how this all can result in SALES and how to control it?

When one pins from a website, the origin site is then noted at the top right hand corner of the image—promoting the actual product and the origin site. Hopefully, the image of that cute pair of shoes was found on the website where those shoes can then be purchased. That is where the ROI kicks in.

The biggest demographics of pinners are women and many are between the ages of 20-35. Many are stay-at-home moms with an annual household income of 100,000 or more. Products that are targeted to that demographic will get the most response.

Get your website (store) listed as the SOURCE of the pin. You will find that the noted image source is a blog more often than not (BAD, unless the blog happens to note you as the source, rare). Thus, it is important that you get the ball rolling by ensuring your products have ample (and appealing) images on your website. Also, post your product images onto your own pin board so that they are getting re-pinned from your site as the source. Amazon, Sephora and EBay are hot on this trail with a Pinterest “pin” button integrated directly onto their products online.

If you do not have an online store, consider a blog with product features or even a lookbook.

Do you have a Pinterest account for your business? Leave a link in the comments below, we’d love to see how you are tackling this new social media platform and making it work for you. 
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