Marketing Strategy: The Impact of Pinterest’s New “Rich Pins”

by on July 18, 2013

customer-service-marketing-strategyDo you use Pinterest as part of your business marketing strategy? If so, Pinterest’s new “Rich Pins” will be of interest. Pinterest recently added a new style of pin to its sharing platform that caters to the needs of marketers. For companies that weren’t already utilizing Pinterest for marketing, the potential that Rich Pins present may make you reconsider.

These new pins make it possible to advertise products in more detail and to convert website traffic into sales with ease. From a marketing perspective, having detailed and uniform information to accompany your products is invaluable for promoting sales.

Additional Information

The new Rich Pins that Pinterest introduced come in three basic categories: products, movies and recipes. For pins that fall under one of these three categories, Pinterest will automatically include relevant and useful information to accompany them.

Products

For businesses creating pins of their products, Pinterest will accompany your pin with useful information for potential customers. This includes directing people to your website for the desired item, information about product availability and real-time pricing.

While Pinterest previously made it possible to link back to your website and include written descriptions of items, these features greatly improve Pinterest’s value as a sales tool. Basic pins required users to put in extra effort to actually purchase items even when accompanied with a description and link. Rich Pins take away the need for research or shopping around as potential customers have all of the information that they need to make a purchase.marketing-with-pinterest

These enhanced product pins are also available for small business owners that sell items via eBay or Etsy. For items that you sell through these online services, a Rich Pin will display information from your product listing. For example, if your eBay store sells 2013 mustang parts, this information can be pulled in on a rich pin. This includes the price at which you listed your item and a link to its listing on the respective sales site.

Movies

The film category of Rich Pins greatly increases the amount of practical information that Pinners can provide on their movie pins. For movie pins, Pinterest will automatically provide film ratings, reviews and lists of cast members. These improvements make it easier than ever for people to learn about new movies and to see what previous viewers are saying.

Recipes

It’s not surprising that Pinterest included recipes in their scheme for offering more complex and detailed Pins. One of the most popular items that are pinned and repinned on Pinterest are images of delicious foods and their instructions. Everyone from gourmet chefs to parents looking for dinner ideas utilize Pinterest to discover and share recipes. With Rich Pins, Pinterest has made this process easier than ever.

Recipe Rich Pins include a list of ingredients necessary for making an item, the appropriate cook time and serving information. These pins will make Pinterest an even more efficient source for sharing and discovering new recipes.

Applying for Rich Pins

Rich-Pins-copy1-300x300Unlike basic Pins that can be created by any user, Rich Pins require an application process. Pinterest’s developer’s page offers instructions for some technical website preparations that need to be made to achieve Rich Pin compatibility. This includes prepping your website with the proper meta tags so that Pinterest can generate the descriptions for your products. Choosing these tags wisely can have a large impact on your Pin’s search engine rankings, so consulting an SEO company or expert may be advisable.

After following the technical modifications, Pinterest will instruct you to test your Rich Pins to ensure that they’re correct. Once you’ve completed that process, you’ll be ready to submit your Rich Pins for review by Pinterest.



{ 6 comments… read them below or add one }

louisa July 19, 2013 at 1:09 am

I also found this interesting article where it explained a local keyword phrase. A local keyword phrase is generally one or two words combined with location that are used by advertisers in search engine optimization, or by visitors who are using search engines in a desire to find information based on that particular local phrase. For example, an advertiser that provides local plumbing services might use “Plumber Morristown, NJ” as a local keyword phrase to draw more visitors interested in the topic. On the other hand, visitors to a search engine looking to hire local plumber would also use the keyword phrase “Plumber Morristown, NJ” in the search engine, which would then match the local keyword phrase with websites like that of the advertiser that mention the same local keyword phrase. http://www.geoseo.net conducts market research and local keyword research to determine the best targets for your website visitors. While you may have a list of twenty local keywords that you want to target, you must consider each as a separate campaign. Why?
It’s really simple; search engines like Google rank pages and you need to give them what they want to rank your page. To give them what they want you must provide the content that they’re looking for and send enough links to your pages to let the search engines know they are relevant and important.
And, never forget the local customer. It does you no good for a local search term if your content doesn’t include location you serve. Please watch video at http://www.youtube.com/watch?v=UHVIZR4Ek1Q&feature=youtu.be.
Note: search keyword phrases that are used in Meta Tags content are no longer frequently used by search engines to index pages. Major search engines such as Google no longer look for keyword phrases in the Meta Tags, and are more apt to use the information within the actual text of the web page. Listing the local keyword phrases in the in Meta Tags does not do any harm though, but is completely up to the website to whether they will use local keyword phrases in the in Meta Tags content.

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Dustin August 5, 2013 at 1:50 am

Louisa, Yeah http://geoseo.net company maybe its revolution in Local SEO, I know him and work with them.

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Daniya October 1, 2013 at 2:39 am

Yes, I agree with Louisa, that local keyword phrases draw more traffic to your site. I also used geoseo plugin, which gave my website more local keyword related pages.

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Vinay July 18, 2013 at 11:01 am

Hi Katie,
Nice Post, Very interesting and informative too. Pinterest is the best Social media ever. It is a powerful tool to make traffic and also to promote. I have a Pinterest Account, but now i have a problem, Every day one of my boards is missing and I do not understand it! What can I do to get them back?.

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JIKO July 18, 2013 at 4:23 am

Thanks Katie.
It’s not just a good information. It’s a very good information.

Reply

Katie Elizabeth July 18, 2013 at 6:02 am

Thanks for the comment! Glad you enjoyed the article.

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