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Don’t Forget the Social Network For Shoppers

Posted on the 18 December 2014 by Marketingtango @marketingtango
  • December 18, 2014
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Don’t Forget the Social Network For Shoppers

Any self-respecting marketer knows that most consumers today do their shopping research online before making an in-store purchase.

What may be news is that researchers estimate that 50% of all holiday sales in 2014 will somehow be influenced by “digital interactions,” like searching or surfing online.

If you’re looking for an effective way to reach holiday buyers as they window-shop online, Pinterest is where you need be.

Go Where Online Shoppers Browse

Pinterest is the one social network where people bring more of a “shopping attitude” than they do elsewhere. Of course, it also might help that Moms are 61% more likely to use Pinterest than the average American, according Quicksprout.

But where other social channels are better for engagement (think Twitter, Facebook, Instagram), Pinterest allows you to reach prospective customers at that critical point of the decision-making process: the research stage.

Quicksprout reports that 47 percent of US online shoppers said they made a purchase as a direct result of a Pinterest recommendation.

Marketers using Pinterest should approach it strategically with the idea of reaching shoppers at times during the year, such as holidays or other special occasions, when they are ready to buy. Here are a few things to keep in mind when creating your holiday Pinterest boards, so you can make shopping easier for your customers.

Create boards based around unique gift ideas  — think about the people your customers shop for – all the usual suspects, including children, parents, co-workers, neighbors, and the rest.

Create boards around factors that influence gift selection — age, hobbies, location, relationships and other considerations all come into play.

Create boards around fun shopping themes  — Constant Contact offers some great thought-starters and specific steps for creating a successful holiday-themed Pinterest board:

  • Gifts for the Friend Who Has Everything
  • Gifts to Impress Your New Boss
  • 20 Gifts Under $20
  • Last Minute Gift Ideas Your Mom Will Love
  • DIY Gift Ideas
  • Fun Gift Ideas for Your Holiday Party
  • Easy-to-ship Gift Ideas

To maximize your Pinterest traffic, remember to add “Pin It” buttons to your website and product page. Be sure to promote your offerings with email newsletters and include links to your Pinterest page and other social sites.

For more tips on reaching the ready-to-shop Pinterest audience, read: “Interested in Pinterest for Business Use?” and “What’s That Pin Worth? Introducing Pinterest Web Analytics”

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