Pinterest For eCommerce, What’s The Big Deal?

Product Interest is a new project I’m excited about. I have been looking for something new and promising.  Found it: eCommerce Product Marketing.

Core to this is Pinterest.  Why Pinterest?

1. Pinterest is one of the most popular websites in the US. Ranked #15 according to Quantcast. But more important, experts say Pinterest drives more traffic than any other social network. In other words, someone is likely to discover your product on Pinterest and “clickthrough” to your store to buy it. Pinterest plays nice with the rest of the Internet, that’s good for your business.

2a. Pinterest is great for Google SEO. Google works off authority & relevancy. Links = authority & relevancy. Pins = links. Working this to your advantage to connect with your market to get more sales is one aspect of the “Pinterest Optimization” service I’m starting to offer. I did a search on LinkedIn and found there’s hardly anyone offering Pinterest-oriented services. Even if they are, I have some secret sauce my competition doesn’t have. So I hope to connect with businesses who already have products for sale online but don’t have the resources (yet) to do all the research and experimentation and software development to optimize their products for Pinterest.

2b. Pinterest is crowd-sourced image recognition. Pinterest solves a technical problem that’s fundamentally challenging. A problem that Google hasn’t really solved yet. Every Pinterest user is helping to build this massive image classification system, in such a way that caught Google off guard.  (I predict Google will buy Pinterest eventually.  The two companies need each other like peanut-butter & jelly.)  For business, this means Google is pulling Pinterest photos into Google Image search, which is data that ripples out to Google’s search results.  Right now, if you do a Google Image search for my name, a photo of Jim Carrey comes up.  That makes no sense at all.  But because Jim Carrey and I have similar facial features (we’re both French Canadian) Google’s “reverse image lookup” technology weighs in. Google is realizing they need Pinterest data to classify images on a more conceptual level. Google is better at literal associations, Pinterest is better at visual associations.

3. Speaking of Google search, Pinterest has a search engine too! Pinterest SEO is a whole new frontier. And when I make Pinterest SEO discoveries, I don’t share that information. Unless you’re a client! Pinterest SEO is completely different from Google SEO. Think about this: For certain kinds of purchases, a search engine like Google doesn’t even make any sense. If there’s a certain style you can’t express in words, Pinterest may be the place to explore the many aspects of that style.  These various avenues of exploration are based on algorithms which weigh image associations against image associations against image associations, associations provided by real people, the users of Pinterest. What does that mean? Pinterest doesn’t even need words to communicate context. Pinterest is a powerful context engine!

4. More and more bloggers have a Pinterest strategy and it seems to be working for them. Bloggers like Sheryl from TheCentsAbleShoppin.com (one of my clients) use Pinterest successfully.  This really got my attention while listening to a Toni Anderson interview, the TheHappyHousewife blogger.  I’ve also heard real estate agents are starting to use Pinterest to sell homes. I think we’re just scratching the surface of what’s possible with Pinterest.  When I hear unconnected people say the same thing (Pinterest Pinterest Pinterest) that tells me there’s a real trend.

5. A “pin” implies intent to buy something. So if you have an online stop, it makes sense to figure out the best Pinterest integration possible.

6. I actually use it. A few years ago I was talking to an artist at a music venue in Austin. Typical conversation, I meet a lot of artists. Then she pulls out her phone, “That one’s in the MoMA.”  I was blown away. Not that she was in the MoMA, but that you could share photos with complete strangers so easily.  Why didn’t I think of that? Then I figured, as long as I’m adding my artwork to my phone, why not use Pinterest to add notes to my paintings? That’s how I first started using Pinterest. Since then, if I tell someone what I do, I can pull out my phone and show them. Pinterest is perfect for that.

To be continued…

 


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