Pinterest was made with planners and brainstormers in mind. The entire interface is an organizer’s dream with its ability to create multiple themed boards. Naturally, it’s a go-to social media platform when it comes to holiday planning, and many users do visit the site with a shopping mentality. As an eCommerce marketer, you’ll definitely want to take advantage of your store’s Pinterest account when it comes to your holiday marketing strategy this year. Here’s how to create killer holiday shopping boards that are sure to inspire Pinterest shoppers to choose your products.
1. Create a different board for each possible type of customer and shopping goal.
The key to creating Pinterest boards that really speak to people is to be as unique as possible. Pinterest users log on in search of ideas and concepts they haven’t already thought of or have seen a million times already. Another holiday shopping board that approaches things from the same old tired angles is only going to get lost in the shuffle.
Start by considering what specific items your customers are likely to shop for this holiday season. Are they looking for a unique gift to give their teacher, coworker, or boss? Are they looking for something other than the same old tie or pair of bedroom slippers to give their dad? Do they have young children who are hard to buy for? Create a different dedicated board for each of these possible purposes. This will help save your customers time and effort when it comes to picking exactly the right thing.
2. Consider what unique characteristics your customers possess.
Any data you may have collected via will come in handy when it comes to considering specific criteria that could affect your customers’ ideal choices. Use it to anticipate whether or not the following might come into play and keep it in mind when creating your boards:
- Age: How old are the people your customers might be shopping for?
- Interests: What hobbies and interests would your products be good fits for?
- Relationships: Is it possible that any of your customers might be looking for a gift for a new boyfriend or a new co-worker, as opposed to a really good friend that they’ve known for decades?
- Location: Where do your customers live? Where might the people they’re buying for live?
Remember to be creative and think outside the box. That’s the kind of thinking your average Pinterest user is looking for as far as holiday shopping boards go.
3. Consider specific challenges your customers face.
Think about your customer personas and what types of holiday situations and challenges they face. Consider specific issues the hectic holiday shopping experience might be bringing to the table that you and your products can solve, and build boards with those in mind. Possibilities include but are not limited to:
- Finding killer holiday gifts on a shoestring budget.
- Finding last minute gifts that they can count on to arrive in time.
- Not being quite sure what kind of gift is right for a new person in their life or a specific type of acquaintance.
As is the case with the rest of your holiday marketing efforts, your Pinterest boards are best considered, planned, and assembled as far ahead of time as possible. Remember that some of your customers are going to prefer getting their holiday shopping out of the way sooner rather than later. The more work you put into things now, the less time you’ll have to spend pinning your heart out once the holidays are actually here.
You might also want to consider doing the following in addition to creating boards:
- Adding a “Pin It” button to your site to make it easy for visitors to pin your products to boards of their own.
- Using product pins that can keep relevant product information automatically updated on your boards.
- Embedding boards on your website, promoting them via email, or mentioning them on social media to make sure those that can benefit will find them.
For more holiday marketing resources, check out our Holiday Marketing Workshop!