Pinterest is an extremely important network for your brand to be on, especially if you value online purchases. The network’s shoppers spend significantly more per checkout, averaging between $140–$180 per order compared with $80 and $60 orders for Facebook and Twitter shoppers, respectively. Yet you could be missing out on reaching prospective customers on the network because of major errors you aren’t aware of.
Below are three common mistakes you might be making that are causing customers to pass you by. If you are a Pinterest user, read and sympathize, because you definitely know the feeling. And if you’re a marketer, take note and don’t be the cause of such frustration.
1. You’re not introducing your product well enough.
Imagine that your target consumer has typed “monogrammed necklace” into the search box because she’s had her heart set on one. As she looks at the countless results, she sees the necklace is pinned by your brand, but the description isn’t great and there’s no price . The competitor’s pin has a clear description, price, link to the purchase page and an “In Stock” notification. You just lost your customer.
Brand Lesson: Learn about rich pins and use them if you can. They stand out in a Pinterest feed, and they give the consumer all of the information they need to make a purchase.
SEE ALSO: 3 Reasons to Use Rich Pins on Pinterest
2. You’re hosting broken links.
After a brief search followed by endless scrolling, your prospective customer has found the perfect pair of shoes. Then, she immediately clicks on the pin and sees the words “We’re sorry, this item is unavailable.” After the devastation settles, the shopper is left with a feeling of resentment towards your particular brand.
Brand Lesson: Constantly check your links. This is something easily forgotten, but it’s important to make sure all of your pin links are up-to-date. Once a product is sold out, out of season, or “no longer available,” removing the pin isn’t necessary. Just make sure it links to something relevant, and you’ve made a note of it in the description.
3. Your images are unappealing.
Your customer is in the mood for buffalo chicken…something. After typing the food craving into the search box, she is bombarded by buffalo chicken…everything. And how does she decide which one to choose? The same way most Pinterest users would – the image. A delicious Buffalo Chicken Grilled Cheese recipe will fail if it has that less-than-impressive, pixelated image.
Brand Lesson: Pictures are everything on Pinterest. If the brand with the delicious recipe had an attractive picture to complement it, the consumer would have chosen it. You may have the best recipe, outfit or tech gadget out there, but it won’t perform well if the image used to represent it is not clear, eye-catching and engaging.
What do you think is the biggest challenge for brands using Pinterest? Share your thoughts in the comments below!