What does your favorite chili recipe and your dream engagement ring have in common? They’re both all over Pinterest! I think most jewelers can agree that the most common tool for engagement ring shopping is Pinterest. How often have you had someone come into the store and show their “Ring Board”? Then ask to see, try on, or design a ring that is similar to that particular ring they’ve been pinning? It’s important to get your name out into the Pinterest universe, it’s even more important to allocate a marketing budget to get your pieces seen. Bottom Line Marketing wants to tell you why Pinterest is for you!
First things first, the basics. Pinterest is a network where people look for inspiration, including specifically seeking out ideas about new products to buy. Pinterest users save a lot of stuff—an incredible 100 billion Pins to date. In order to keep things organized, they sort their Pins into collections called boards. A Pin is simply any image or video that someone chooses to save to Pinterest. For businesses, more important than the image itself is the link: Every pin links back to the original source, so Pinterest can be a great source of referral traffic. A repin is adding an image you find while browsing Pinterest to your own board. When you repin an image, the user who first pinned the image will also get credit. Repins maintain the source-link of the image no matter how many times it’s repinned. A Pinterest feed is just like a feed on any other social network—it’s a collection of links and content from boards and users that the Pinner has followed. (Hootesuite)
Share Your Products
Since you can create several boards, it is best to group your pins into product categories for specific customers. Have a board dedicated to getting engaged, these future brides are on Pinterest pinning their dream rings as we speak! “Pinterest reaches 83 percent of US women aged 25-54.”(Hootesuite) It is important to utilize this tool to get your brand and your pieces in front of these women. Estate jewelry and fashion pieces are also great boards to showcase for people shopping for other pieces besides bridal.
Pinterest is a useful marketing tool for local businesses that provide services to the consumer. If you provide services, you can create a visual resume with Pinterest.Is your store big on custom jewelry? Showcase your recent custom pieces along with the description and story behind the piece. Drive traffic to your website’s custom jewelry page, plus, provide information on how to create a personal piece. “Before and After” pictures provide great visuals on potential restyle options. If your store pushes restyle, remounts or resizing, a Pinterest board to highlight Repurposed Jewelry is perfect for you!
Engage with Users
Pinterest is a social network, take the time to form relationships with users and build a community around your brand. Encourage users to interact with your Pinterest pins and boards, then lead them to visit your website with exclusive content. Follow other users to create engagement and research the target audience to increase impressions on your boards. What is your audience “re-pinning”? Use this feature to gain feedback on your pins, your pieces.
Whether your audience uses Pinterest for recipes, DIY projects, quotes, or outfit ideas, your pins will be seen by the target viewer when you spend money on Pinterest. Social Media platforms are booming and constantly developing. Just like your users are on Facebook, Instagram and Snapchat, they are also engaging with your brand by pinning their ideas and wants on Pinterest boards. Designate time and effort into Pinterest, we promise it’ll work. Now, get to pinning!