How to Use Pinterest to Increase Your Holiday Ecommerce Sales

If you’re planning for a successful ecommerce holiday season — and really, who isn’t? — you’ve likely started thinking about how you can capitalize on social media marketing during Q4. One social network that is often overlooked by brands, and my personal favorite network to feature merchants on, is Pinterest.

With more than 250 million monthly users and 150 billion pins, Pinterest is a great network to market your ecommerce business on. Brands with beautiful images tend to do well on the extremely visual network. It’s a great channel for smaller businesses to compete against big box retailers that occupy prime real estate in Google’s SERPs, as Pinners often search for generic terms like “Chambray Shirt” instead of “J Crew Chambray Shirt.” While it is a social network, it is also one of the largest search engines behind Google and YouTube. It can be used as a keyword research tool when searching for longtail keywords. Think of it being comparable to searching Google Images, except it allows you to save what you find in a neatly organized fashion.


So if this is the year that you decide to kick your Pinterest marketing efforts into high gear, these are the four holiday social media tips that you should incorporate into your marketing efforts to see the best ROI this holiday season.

4 Tips to Prepare You For Your Busiest Pinterest Holiday Season

1. Enable Rich Pins & Pin Products to the Network

Rich Pins allow users to purchase your products easily. When Rich Pins are enabled it displayed pricing, stocking information, and where the product can be purchased from. When clicked on, they take pinners straight to the product page; streamlining the purchasing cycle.

Rich pins are important as a lot of pins on Pinterest may lead you to a URL that does not contain the information that you are looking for. This is common with viral pins that may include beautifully styled homes or popular fall outfits in the photo but may take you to a spam site that has nothing to do with the product. Rich pins provide an additional level of authenticity.


Learn how to enable Rich Pins for your Volusion store [here.](

2. Launch Promoted Pin Campaigns

Creating your first Promoted Pin campaign may sound intimidating, but I promise it’s easier than you think! In fact, Pinterest says it can be done in as little as nine seconds. By using Promoted Pins, you’re more likely to get your pins in front of the right audience. These are key, as 90% of Pinners make purchasing decisions on the platform. A good starting place for your budget is between $10 and $50/day depending on how many pins you are promoting and what your overall social ad spend is.

Promoted Pins can appear in the Pinterest feed as users browse their home feeds and related pins as well as in the search results. The network allows you to chose the placement for your Promoted Pins. It’s recommended that you use both ad placements.


3. Create keyword-savvy boards

When adding your products to Pinterest you’ll want to organize them in keyword-savvy boards. A good place to start would be naming boards “Holiday Gifts for $20," “Christmas Gifts Under $50” or whatever price point is applicable for your business. Have a wide range of products in multiple price points that work for the budget savvy looking for gifts under $20 while also wanting to promote larger gifts to bigger spenders in the $100 space? Create multiple boards.

The beauty of Pinterest is that you can pin the same product on multiple boards. Doing so increases the likelihood of your products being discovered and repinned.


4. Pin, pin and then pin some more

So you’ve enabled your Rich Pins and you’ve launched a Promoted Pins campaign or two. Now what? Pin your products. Then wait a few days and pin them again. When you upload your products you’ll want to include keyword-savvy descriptions. If you’ve optimized your meta descriptions, you can save yourself some time and pin your products the first time using that information as your pin description.

If you’re fortunate enough to have multiple product photos on your product pages, these different photos can be uploaded to Pinterest. This practice is common in the bloggest space to increase the chances of driving traffic back to their blog.

Using these four tips can help increase the traffic to your ecommerce store from Pinterest this holiday season. It’s recommended to start using these tips ASAP, as Pinners often start planning in advance for the holidays.

Have questions about other best practices for Pinterest marketing? Leave them in the comments below!