November 25, 2020

How to Drive More Shopify Store Sales with Pinterest

Is your Shopify online store visible to window shoppers on Pinterest? This year, more than ever, people are seeking holiday shopping inspiration from the comfort of their phones. When window shopping on the high street is out of bounds, Pinterest offers shoppers an alternative type of shopping destination to browse and buy. Pinterest is constantly introducing new e-commerce functionalities and partnerships, such as this year's updated Shopify integration that turns your entire online product catalog into shoppable pins. Keen to get some e-tailing real estate on a global virtual shopping mall? Read on to find out how you can drive more Shopify store sales with Pinterest.

1. Connect your Shopify store to Pinterest

Do you want people to see what products you have on offer as soon as they get to your Pinterest page? Then head over to Shopify to install the Pinterest app by adding a Pinterest sales channel to your store. This enables you to easily link your Shopify site and Pinterest business account. Connecting Pinterest as a sales channel in your Shopify store has a number of benefits:

01

Gain conversion insights and build target audiences based on actions people take on your site

By granting Pinterest access to your store, the app will install the Pinterest tag for you on your Shopify site. The tag is similar to the Facebook pixel and will track visitors and actions on your site, such as the products people view or purchase. Shopify then feeds that information back to Pinterest. You can use this data as input for any future ad campaigns you may decide to run.



02

Show off your products and turn them into shoppable product pins

Adding the Pinterest sales channel to your store also connects your product catalog to Pinterest. The app will automatically upload all your products to your Pinterest page in a Shop tab (see example below). Your product information will always be up to date on Pinterest, because it pulls live information from your products. Best of all, these product pins are directly linked to the items in your store. When people click through, they're taken straight to the product page in your online store!

Image of Shop tab for Baggu

Example of a product catalog on Pinterest. The Shop tab is the first page visitors are shown.

[TIP] How to remove products from Pinterest Shop tab

Don't want to display all of your products on Pinterest? You can simply remove Pinterest as a sales channel for that particular product. Go to your Shopify product catalog, select the product and remove Pinterest as a sales channel.

Image showing how to remove a product from Pinterest

2. Apply for Verified Merchant status

Have you noticed how some Pinterest accounts show off a blue badge to the right of their page title? 

Example image of verified merchant badge on Pinterest

The blue checkmark indicates that the account has been vetted by Pinterest and this has several advantages:

  • It gives your brand some serious street cred, because it indicates that your e-commerce store is a trusted business that meets Pinterest's merchant guidelines.
  • Products from verified merchants are eligible for increased exposure, such as being included in a listing of related products that shows just below a similar product that you're viewing.
  • A blue button with a clear call to action right below your product pin title.

You can apply for Verified Merchant status (US businesses only) via the Business hub on your Pinterest account. Before doing so, you must ensure that your product catalog is connected to Pinterest, the Pinterest tag correctly installed on your Shopify store website and that you meet Pinterest's Merchant Guidelines.

Image of related pin example
Image of product pin

As a Verified Merchant your products may get shown in a "Shop similar" listing and a call to action button is clearly visible on your product pin.

3. Seed your products to grow brand awareness and leads

Marketing your products on Pinterest is a longterm game. Seeding is a strategy where you regularly "plant" your products (i.e. share product images) on Pinterest to try and get it in front of your target audience. This needs to be done strategically and consistently. 

Your product pins need to be optimized so that the Pinterest algorithm distributes them in people's home feed, search results and shoppable pin feeds, such as related product listings. You also need to share organic content on Pinterest on a regular basis.

So, how do you do this?  Start by applying the following essential Pinterest tactics:

Create eye-catching Lifestyle images of your products

01

When it comes to a great idea, people know it when they see it. Make sure your images inspire to act. Create remarkable visuals in vertical format. Lifestyle images that show your product being used work best. You need to get noticed to get clicks!

Add keyword-rich pin titles & descriptions

02

Pinterest is a search engine. List the keywords and key phrases that people use to find your products. Use them in pin titles and descriptions so that your products start turning up in search results and feeds. Your products need to get found to get them noticed!

Pin daily

03

Pin "fresh" content every day. Fresh Pins are defined by Pinterest as images or videos that haven't been seen before. Find out more about fresh content.


My favourite Pinterest scheduler is Tailwind. It enables you to post pins automatically at times when your audience is most active. Try it out for free for 1 month!

4. Product marketing mistakes to avoid on Pinterest 

Here are some of the most common mistakes that are made when marketing products on Pinterest:

Do:

  • Give your products names that people actually search for.
  • Pin inspirational images that show your product being used, i.e. lifestyle images, videos, story pins in vertical format.
  • Create vertical pins from horizontal and square product images. Crop and/or collate to turn horizontal into vertical!
  • Share pins from other Pinners that are of value to your target audience.
  • Have a custom 404 page to redirect traffic from sold-out products, because pins stay on Pinterest forever!

Don't:

  • Give your products or their properties exotic names. People search for a light pink cashmere scarf, not a "misty rose signature fashion accessory".
  • Repin product catalog images that show the product on a white background without any context. People come to Pinterest to be inspired. Show them what your product can do for them.
  • Pin horizontal or square product images. They tend to go unnoticed in the Pinterest feed.
  • Turn your Pinterest page (i.e. your boards) into a catalog for your products. That's taken care of by Shop tab.

Pinterest for Ecommerce - Need some help setting up shop on Pinterest?

The product catalog creation and upload can be a little tricky if you're unfamiliar with processing data feeds. We can help you with the implementation of your product catalog on Pinterest.

Your Guide To Growing Shopify Store Sales with Pinterest

Want to grow Shopify sales with Pinterest? Learn what it takes to turn Pinterest into your best Shopify business buddy!

Get your copy of this FREE 12-page Pinterest for Shopify Starter Guide.


Learn how to turn your entire Shopify product catalog into shoppable pins. Find out how to drive more Shopify store sales with Pinterest! | Mary Lumley – Conversion Focused Pinterest Marketing

Mary Lumley - Conversion Focused Pinterest Marketing
How to Drive More Shopify Store Sales with Pinterest

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