Pinterest is an exceptional tool for marketing and sales. Time and time again statistics show that Pinterest is a profitable social marketing tool as its users are ready to make purchases. Learning how to sell on Pinterest will help you drive even more of your followers to become customers.
Your conversion optimization plan is going to take a little bit more than just optimizing your Pinterest account. You’re going to have to incorporate it into the rest of your online marketing plan. It’s relatively easy to do, let’s take a look.
How to sell on Pinterest: Sales funnel
Everything in online marketing is all about the next click. Properly guiding your Pinterest followers towards the next click, and the progression of clicks which leads to a purchase, is part of a proper sales funnel. Here is how a sales funnel traditionally looks:
The sales funnel on Pinterest looks more like this, starting from the top of the funnel and working down to the purchase:
- Your entire Pinterest account
- One board on your account
- A pin on that board
- The pin has a link to your website
- The landing page has a buy now button
- Your customer makes the decision to push the buy now button
- Your customer proceeds through the checkout
One of the most important aspects of a sales funnel is knowing when to make your call to action to buy. In the example above, point number five was the appropriate time for the call to action to buy. The points above are all about driving interest, number five is when you know for certain they’re interested in making a purchase.
An important consideration here is that everything starts at point number one. If your account is not optimized your customer may never make the sales funnel journey. This is why it is important to have many Pinterest followers, and you can get that started by using our Pinterest Followers Service.
Why you wait to make the sales pitch
Why aren’t you making the sales pitch earlier? The reason is because Pinterest is a social media platform, and your first goal should be providing value. Once you provide your followers with value, giving them information they find useful, they will be able to trust you and make that purchase.
Using Rich Pins on Pinterest
Rich Pins is a feature which can help anyone learn how to sell on Pinterest. They can be used as a way to create urgency because:
- It shows whether or not the product is in stock at your store.
- Prices for the item are shown in real-time. Prices are pulled directly from your website. If you change the price on the website, such as for a sale or promotion, it is automatically changed on Pinterest.
- If you do change the price anyone who has repinned one of your Rich Pins is notified of this. This can do a lot to create urgency.
Here is an example Rich Pin from Urban Outfitters:
You can see the price of the top, and as soon as you click on the image you are sent to the landing page for that item.
To maximize the appeal of your Rich Pins it would be wise to buy Pinterest likes and repins. This will make your pins more appealing to anyone who comes across them, and vastly increased their social proof and your ability to sell on Pinterest.
How to sell on Pinterest like the Home Depot
Let’s pretend that we are customers of the Home Depot. As you will see, they have exceptional Pinterest marketing. Our journey will start at the top of the sales funnel with their account’s homepage:
We can then scroll down until we see a Pinterest board that we find interesting. The Home Depot have dozens of boards, but here are the top two rows:
Now let’s say that we are looking for gardening ideas, so we click on the Garden Club board. We are greeted with a wide variety of pins when we do so:
We see that four-wheeled hose cart and we think to ourselves that this could be useful to us as we have a big property. Let’s click on that and expand it:
There is a description at the bottom, but we want to learn more. Clicking on the image that sends us to a blog post. This is where the Home Depot has slightly changed their Pinterest sales funnel. As you learn how to sell on Pinterest you may make slightly different choices as well.
Within the blog post there is an orange link to lightweight hoses. We like the sound of those lightweight hoses, who wants a heavy hose?
Clicking on the link takes us to a landing page. There are a wide variety of lightweight hoses:
There’re two options at this point to make the sale.The customer could add it to the cart right from this page, or they could make one more click to read about a specific hose. Let’s pretend that we need to know more about this hose, we click on the first one on the left:
Finally, our sales funnel reaches its conclusion. I added the best possible hose for my needs to my cart, and proceeded through the checkout:
This is, of course, an oversimplification. People using the Internet frequently click all over the place before finally winding up at their destination. If you fail to do any sort of sales funnel planning like you see above, your customers will not do it for you. They will just wind up clicking somewhere else away from you.
The Home Depot sales funnel
Let’s break down the sales funnel for the Home Depot in the above example:
- It starts at the top with the entire Home Depot account.
- One individual Pinterest board is chosen.
- A pin is found appealing and clicked on.
- The expanded pin offers a link to a blog post.
- The blog post features a number of links, including a link to lightweight hoses.
- The link leads to a landing page with a wide variety of hoses.
- A hose is chosen, and investigated further on its personal landing page.
- Add to cart is finally clicked.
- The customer goes through the checkout.
The Home Depot has chosen a sales funnel with many different options to click on. No matter which option you take, the final product your customers end up purchasing is the last step In the sales funnel.
How to sell on Pinterest: Check out optimization
Now that you have set up your sales funnel, there a few things you can do to tweak it. The most important thing that you can do is optimize the checkout process. After putting in all of the work learning how to sell on Pinterest, it would be a bummer if they get to a landing page and it is not appealing. Consider this:
- Get rid of any clutter so that there are no distractions on your checkout page.
- Use as many calls to action as is necessary to get your customers all the way through the checkout process.
- Use the fewest number of form fields possible.
- Do not force your customers to register an account, allow for guest checkouts.
- You can also allow your guests to sign up using social media accounts. This can be a one click option that automatically fills out parts of the checkout process.
Once they’re finally going through the checkout you want to make sure that they continue to do so. Abandoned carts happen frequently, but you can minimize them.
How to sell on Pinterest: Final optimization
If you want to go the extra mile, there are three more things that you can do to optimize your chances of selling on Pinterest:
- Customer testimonials: A positive testimonial from a customer during your checkout, or more likely on the product’s landing page, can you give your customers that last bit of confidence to make the purchase.
- Urgency: You can create urgency for your customers using either time-based incentives, by mentioning if it is online only, or by showing limited stock quantities. FOMO is real.
- Retargeting: You can use the Pinterest retargeting tool to re-engage with those who have been to your website. Maybe they abandoned their cart once, but you can try a second time
Each step you take to better optimize how you sell on Pinterest will help you drive more traffic, and ultimately make more sales. Take what you have learned about the sales funnel, and how to sell on Pinterest, and apply it to your other social media marketing accounts.