1/13/2014 7 smart ways marketers are using Pinterest to drive sales

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7 smart ways marketers are using Pinterest todrive sales

by Courtney Buchanan

Marketers are learning fast that Pinterest boosts business. The red-hot social media site generates on

average 78 cents in sales and two website visits every time a customer finds an image or video she likes on the

web and posts it on Pinterest for all users to see, according to research firm Piquora. Here are some smart

ways marketers are getting customers to “pin” their products:

1. Launch a Pinterest-inspired site

Knowing what customers are pinning is hugely valuable. Target used that knowledge to create a site, currently

in beta, that features its top-pinned products. The site, called Target Awesome Shop, also draws on reviews

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in beta, that features its top-pinned products. The site, called Target Awesome Shop, also draws on reviews

from the Target website to ensure the top-trending items are also top-ranked, according to CNBC.

2. Share geographic information

Place Pins, which are interactive pins placed on a map, were designed with travelers in mind. Wedding Wire, for

one, uses them to tempt affianced couples with fairytale-like wedding destinations.

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3. Innovate with board names

Whole Foods already has a leg up on promoting via Pinterest since “recipes” is the most popular word used in

Pinterest board names. But the grocery giant’s photos aren’t the only way its gained more than 160,000

followers. The secret? Naming boards that play on words. For example, “In Love with Love” features heart-

shaped foods and “How Does Your Garden Grow?” features gardening tips.

4. Alert followers of price changes

Etsy, an e-commerce website for everything homemade, caters to the customer by notifying Pinterest followers

when product prices changes. Customers love the extra service, and sellers are finding that it boosts

sales, according to Entrepreneur.

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5. Focus on hobbies, not products

Clothing retailer L.L. Bean promotes activities, not its products, through boards with names like “Take Me

Fishing,” “National Parks” and “Outdoor Fun.” The payoff: L.L. Bean gains a better understanding of its

customers’ behaviors and preferences.

6. Be transparent

One reason Nordstrom has positive brand recognition and loyal followers on Pinterest? It makes smart use of

the site’s biography section to identify (and humanize) its social media team. The company also provides a

customer service phone number, according to Entrepreneur.

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7. Make it a competition

Topshop gave customers a power incentive to pin pictures on its board. The fashion retailer held a competition in

which customers designed their own holiday-themed gift guides on Pinterest in exchange for store discounts,

according to The Guardian.

What are some other savvy ways retailers are using Pinterest to connect with customers?

Related Posts

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This entry was posted in Social Media Marketing on 01/07/2014 [http://www.responsys.com/blogs/nsm/social-

media-2/7-smart-ways-marketers-using-pinterest-drive-sales/] and tagged Digital Marketing Strategy, Featured,

marketing best practices, Social Media Management, social media strategy .

About Courtney Buchanan

Courtney Buchanan is a writer for the New School Marketing blog, where she covers best practices for digital

marketers and trends in the marketing industry. Follow her on Twitter @BuchananCourt

View all posts by Courtney Buchanan →

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