Currently in the European and American markets, many sellers use Pinterest to attract traffic. According to statistics, more than 68% of users who register for Pinterest are women, and most of them are young women. Therefore, in order to do a good job in social media marketing, in addition to choosing a suitable social platform, you must also find the right consumer group.
Cross-border e-commerce sellers must use their own data, the categories of their own stores, customer behavior, and platforms and channels to formulate corresponding strategies for Pinterest social media marketing.
1. Find topics that users are interested in and make theme pages
There are various theme categories in Pinterest. Cross-border e-commerce sellers can find some related topics in Pinterest and observe which pictures in this topic are the most popular, so as to use them as a reference for product selection. Some intentional sellers will make the most popular pictures into theme pages to attract users’ attention based on the popularity of the pictures. After making special topics, some sellers will discount the more popular products on Pinterest, and other stores will not have discounts, so as to obtain more traffic.
2. Use Internet celebrities to spread widely
Compared with other social platforms, the biggest advantage of Pinterest is that there are links on the pictures. Users can directly enter your store by clicking on the pictures. This can play a big role in attracting traffic. Therefore, if your pictures are shared by more people, the click-through rate of your store will also increase, and there will be more potential customers. For example, a cross-border e-commerce seller did this: he found some Internet celebrities, and they regularly posted his product pictures on their homepages, posting more than a dozen pictures a week. After a year, his store achieved the goal of more than 1,000 orders per day.
3. Combined with strong-relationship social platforms
Although using Pinterest can bring a large amount of interest-based traffic to cross-border e-commerce sellers, the relationship established between Pinterest and customers is a weak relationship. If customers are not successfully precipitated into old customers, they may quickly lose them. Therefore, sellers also need to combine strong-relationship social platforms for marketing. After obtaining the traffic of new customers, sellers need to make corresponding conversions, such as making relevant special pages in the store, and precipitating the traffic of weak-relationship social platforms through strong-relationship social platforms.
4. Focus on refined development
If cross-border e-commerce sellers can do a good job of refined development, they will form a strong competitive advantage, so sellers will start a new round of competition in the refinement aspect. To further gain an advantage, sellers need to strengthen the supply chain, establish barriers at the traffic channel and customer level, and do what others cannot do at present. Most of Pinterest’s traffic comes from mobile terminals, because compared with PC terminals, mobile terminals are more convenient and faster in sharing female consumer products. From this we can also see that many orders for cross-border e-commerce in the future may appear more on mobile terminals, which also provides a major development direction for cross-border e-commerce sellers.