All kinds of entrepreneurs are using Pinterest to get the word out about their services and digital products.
But what if you sell physical products like handmade jewelry, art, or knitted scarves?
The good news is, most Pinterest marketing principles are the same for every business. You need to create an account your ideal customer wants to follow and show off your content in its best light.
That’s the basic gist of Pinterest marketing whether you’re marketing your services as a copywriter or boosting traffic to your Etsy shop.
But the secret to success is in the details and the little ways you tweak your Pinterest marketing efforts to your business.
Here are our favorite tips for marketing physical products on Pinterest
Create gorgeous pins that show off your products and web content
You can create several pins that show off the product differently.
This might include
- High-quality, vertical product photos that focus on the details
- Pins leading to a blog post about the product. (A blog is another great way to market your products, by the way, and will give you a lot more content to add to Pinterest!)
- Attractive vertical pins with the product photos and a heading.
- Environment shots of your products
Try to avoid pinning horizontally oriented product photos. These tend to pop up automatically if you pin directly from a site that sells products, like Etsy.
If you only have horizontal photos, incorporating them into a vertical pin with a heading is a good solution.
Complement, don’t compete
You could create boards with similar products to yours (like a “hats” board if you sell knitted hats), but you don’t always want to pin alongside your direct competition.
Instead, create boards with pins that complement your products rather than compete with them.
For example, you could put your hats on a general fashion board or narrow it down to “Casual Winter Outfits.” You can include your pins on gift board for various holidays, a winter inspiration board, a board with other kinds of hats, or even something more abstract like “Cozy.” (Because people love to pin pretty pictures of coffee and fireplaces and cute, warm outfits.)
Use your imagination!
Think of the reasons why people buy your products and create boards directed at them
So why do people buy your products? Do they like to give them as gifts? If so, try creating gift guide boards for the kind of person who would love to receive one of your products, and make sure to pay attention to gift giving holidays.
For example, if you sell handmade soaps, you can include your products on a Mother’s Day Gifts board or a Galentine’s Gifts board (along with other great products that aren’t soap).
You could also include your products on boards like “Spa Day” or “All-Natural Beauty Tips” or “Girl’s Night Ideas.”
Brainstorm different reasons why people would buy your products and ways they could use them, then make a board around that topic and pin your products!
Present your products as solutions
The thing is, most people aren’t necessarily looking for products on Pinterest. They use Pinterest to get ideas, not just to shop.
So you need to frame your product as a solution and inspiration. (This is great business and copywriting practice anyway, to frame your products as solutions. Because they are!)
And it’s okay if your products don’t solve a massive problem. Maybe they just make great gifts or brighten up a room, or maybe they’re an eco-friendly alternative to a commonly used product.
Think about why people would buy your product and why they’d want to pin it.
For example, if you sell art, you can post the actual piece, but it’s also a good idea to insert the piece into an environment picture so they can see how it might look in an actual room. (This works really well on your own art site or Etsy as well.)
That way, you show off the art itself and as part of a beautiful scene they’d want to put on their “For the Home” board or in their actual home. (PS: If you’re selling art, make sure you have an interior decor board as well so you can include your pieces!)
Include other boards that relate to your ideal customer
Think about your customers holistically and how your product might fit into their lives.
Let’s continue with the example of handmade soaps. If your soaps are vegan and cruelty-free, you might want to create boards for people who care about animals and their wellbeing. These boards may or may not directly relate to your products, but they’ll make your account that much more attractive to your target audience.
So include a board with vegan recipes, vegan fashion, cute animal pictures, and cruelty free gifts.
Get your audience to share your content
Pinterest Wave is the best program we know of for skyrocketing your Pinterest traffic without hours and hours of work, because your audience does most of the sharing for you!
Pinterest Wave works by allowing you to create an incentive to give pinners who share your content (like a shop coupon or a free digital download like a knitting pattern or coloring page) and watch your traffic go crazy!
This is how I boosted my sales by over 500% and shot my web traffic through the roof. Give it a try!