7 Mistakes To Avoid When Selling Products on Pinterest

Pinterest is probably the most underutilized platform out of all the major social networks, especially as a platform to increase sales.

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Jawad Khan is a digital marketing consultant, a certified inbound marketer and a professional freelance blogger. Follow him on his blog, Writing My Destiny, Google+ and Twitter.

When it comes to using social media for businesses, Pinterest is probably the most underutilized platform out of all the major social networks. However, with more than 70 million registered users, Pinterest is not only a social media powerhouse, but also a highly effective platform to increase your online product sales. It has a very different kind of audience as compared to Facebook and Twitter since almost 80 percent of its users are women who love to share and discuss high-quality images.

But while the business use of Pinterest is gradually rising, there are certain mistakes that every Pinterest user should look to avoid, especially when using the platform for selling products. Here are a few of them.

Not Using Pinterest for Businesses
If you happen to be one of the early adopters of Pinterest, you might still be using your personal Pinterest profile, even for your business. But things have changed on Pinterest over the years. Pinterest for Businesses is specifically designed for business users and profiles that wish to use Pinterest for branding or selling purposes. Pinterest business accounts not only add credibility to your brand’s image, but also give you access to several options that are not available to individual users.

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But even when companies do use Pinterest business accounts, many of them are unverified and do not add profile descriptions. Both these mistakes could hurt your brand’s image, which can ultimately impact your customers’ purchase decisions.

Not Adding Descriptions To Pins, Boards and Repins
Apart from being an effective social network, Pinterest can be a powerful source of SEO and backlinks for your website and blog. But by failing to add descriptions to your pins, boards and repins, you’re wasting the SEO and engagement potential of Pinterest.

By descriptions, I’m not referring to detailed keyword-rich passages for each pin. Even a clearly written one- to two-line description with a call to action and a relevant backlink should be enough. The same goes for repins as well. If someone else has not taken the time to add a few words about a pin, you should do it when repinning it. These small descriptions can make a lot of difference in the engagement levels of your pins and increase your chances of being found in Pinterest’s search results.

Pinning Inconsistently and at the Wrong Time
Any form of marketing requires consistency, and Pinterest marketing is no different. You cannot hope to develop a loyal following on your page if you don’t pin consistently. Social media users usually have small attention spans, and if you don’t post regularly, they won’t remember you.

An equally critical mistake is pinning at the wrong times of the day. You need to identify the peak hours of your followers and make sure that your best content reaches them when they’re online and looking for it. In general, studies indicate that the best times to pin are between 2 p.m. to 4 p.m. and 8 p.m. to 1 p.m. ET. But this may vary slightly depending on your target audience.

Ignoring Pinterest Analytics

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Decisions that are not based on research and data often lead to undesirable results. This is why Pinterest provides analytics to all its business pages. You can identify the pins that are attracting the highest engagement, the regions that most of your followers are coming from and many other insights about your page.

Many Pinterest business users don’t utilize these analytics, and as a result, use pure guesswork and gut feeling to develop their content. This, obviously, is not a practical and long-term strategy.