Pinterest has recently introduced a feature all online merchants would find useful, rich pins. What are rich pins? Rich pins are simply pins with more information located right on the pin. If you have ever used Pinterest, whether through your personal or business account, you may have grown frustrated to be brought out of Pinterest when clicking on an appealing image. This may have been a product, movie or recipe and rather than having easily accessible information on the pin, you were brought to a whole new website.
Last week, Pinterest introduced a feature that will make pinning even more useful. Product pins, such as clothing, will include a website, price and location to purchase, recipes will include instructions, ingredients, and cook time, movies will include a ratings, cast members and more. This information will be updated daily, so information is always accurate, and will be pulled directly from your site, through Pinterest, at NO FEE. This is a free feature that merchants should take full advantage of. See how…
How can your Pinterest business profile include rich pins?
step 1 – prepare your eCommerce website with meta tags
step 2 – use the validation tool to test rich pins
step 3 – apply to get rich pins included on your business profile
Once you have completed all of these steps, and you are accepted, Pinterest will automatically pull relevant information from your website
Rich pins will only be visible with the ‘new look’. To get the new look click the Get it now button on the top of your home feed.
Word to the wise –
Pinterest does caution that due to the technical requirements (meta tags) a seasoned developer or someone with background knowledge of HTML would be helpful.
How will this benefit your eCommerce site?
Pinterest not only appeals to B2C businesses but also B2B businesses. People spend more time on Pinterest than any other social network and the chances of conversion are even higher. Any company can prosper on Pinterest, you just have to have the right mindset and creativity to appeal to your target market. Social Media is larger than ever and they are only evolving. To convert that traffic into customers with long lasting relationships, get your social networks in order, if you haven’t already, they do apply to your business, no matter the industry.
Example) Say you own an Insurance Company and want to be on Pinterest, what could you possibly pin? Ideas: tips on how to take care of your home, pictures of homes, go green tips, cleaning tips, customer stories etc.
According to a 2012 Bizrate survey,
“69 percent of online consumers who visit Pinterest have found an item they’ve purchased or wanted to purchase as compared to only 40 percent of online consumers who visit Facebook.”
Bizrate found that 43 percent of Pinterest members stated that they use Pinterest to “associate with retailers or brands with which I identify,” compared to just 24 percent of Facebook users.