Expert Shares Steps to Leverage Pinterest for Online Store Traffic

A recent editorial in Business Times highlights Pinterest as an underutilized platform for driving traffic to e-commerce and content businesses. Unlike Instagram and TikTok, Pinterest content remains relevant for months or years after publishing. With 76% of its users being female and aged 25-54, Pinterest offers a unique opportunity for businesses to reach a targeted audience with high purchasing intent.

To get started on Pinterest, businesses should create a Pinterest Business account, which provides access to Pinterest Analytics, ad capabilities, and rich Pins. Claiming a website allows Pinterest to attribute content pinned from the site back to the business account. A well-optimized profile with a keyword-rich name, descriptive bio, and website link is also crucial for attracting potential customers.

Creating boards strategically is another key step in leveraging Pinterest for online store traffic. Businesses should create 8-15 boards around topics their ideal customer is interested in. For instance, a home décor store might create boards like "Modern Kitchen Ideas" and "Small Space Furniture." This helps businesses showcase their products and services in a way that resonates with their target audience.

When it comes to designing pins, businesses should focus on creating visually appealing content that encourages clicks through to their website. High-performing pins typically feature a vertical format, bright images, readable text overlay, and a clear call-to-action. Tools like Canva make it easy to design pins even without extensive design experience.

Writing keyword-rich pin descriptions is also essential for increasing visibility on Pinterest. Businesses should aim for descriptions of 100-300 words per pin, incorporating relevant keywords that their audience searches for. Consistency is also crucial, with businesses aiming to pin 15-25 times per day, using a mix of their own content and curated content from other creators.

Pinterest rewards "fresh" content, so businesses should create multiple pin designs for each blog post, product page, or video and publish them over time. This extends the reach of every piece of content created. By investing in Pinterest, businesses can build a traffic asset that delivers results for years to come.

The benefits of using Pinterest for online store traffic are numerous, particularly for businesses in the UK. British consumers use Pinterest extensively for home improvement, fashion, recipes, and lifestyle inspiration. By leveraging Pinterest's organic, highly targeted, and persistent traffic, businesses can increase their long-term value and build a valuable asset for their online presence.

Key points

• Businesses should create a Pinterest Business account to access analytics and ad capabilities.
• Consistency is crucial on Pinterest, with businesses aiming to pin 15-25 times per day.
• Pinterest rewards "fresh" content, so businesses should create multiple pin designs for each piece of content.