Pinterest, having 70 million users is the third largest social media platform and holds definitive potential to boost your sales on Amazon. However, getting there is the tricky part. As with most forms of social media marketing, you want to engage viewers as opposed to creating spam-like sale promotions and stuffing it in their faces. You also want to practice capturing potential customer email addresses with landing pages for re-marketing and up-sells of your Amazon FBA items. By all accounts, building and owning an email list of interested buyers should be a long-term goal for your e-commerce business. Here’s a how-to that can help you understand how to use this effective landing page strategy on Pinterest for increased Amazon product sales.
1) Create or Use Your Pinterest Account
Of course, first things first – A Pinterest account is necessary. If you don’t already have one, it only takes a minute to create one and get started. I would suggest creating a business account in order to take advantage of Pinterest analytics. If you already have a personal Pinterest account, you can convert this to a business account, or just start a new account for your Amazon niche business. Make sure you think of SEO when coming up with your Pinterest profile name and description. I use ‘Amazon FBA Expert’ as my profile name on Pinterest. This gives people an idea of what my profile or business is about and helps take the guess work out of it for them. You can do something similar related to your product or business. Use keyword research tools such as Google Planner to help you find keywords to add to your seller profile description. Pinterest is great for SEO purposes, so spend time coming up with something good.
If you have a website for your Amazon product, make sure to verify your website on Pinterest. This will highlight your website in red and have a check mark next to it on your profile page. You will also be able to apply for product rich pins if you decide to sell through your website later on. All of this helps with social proof and makes you look more legit. Lastly, add a relevant image to your profile page. This could be your Amazon store brand image, or any sort of branding related to your product.
2) Create Boards
Boards are where you, under a title and relevant description, sort out your pins so your followers know how to find what they’re looking for. For example, if you happen to sell women’s bracelets, you can create a board with pins related to women’s bracelet products. The trick to your boards should be to post not just your items (not direct links to Amazon – more on this later) but also general related pins to the board topic. This keeps people interested and not feel like they’re being spammed with product promotions. Continue creating boards that are relevant to your audience. In the women’s bracelet example, you could also create boards of dresses, hair accessories, workout clothes, etc. You can even create a collage of images where you put together a full outfit that your bracelet would look awesome on as an accessory item! Be creative here. Also, create a board for Discounts, Promos and Giveaways for your Amazon products. For those who love deals and don’t mind being sold to, they will gravitate to this board.
Find and join Group boards with a sizable following. You want to pin on boards where you think you have the best chances of being found by your audience. This may or may not be related to your product. For example, if you are selling baseball caps, you may find that this audience is also interested in craft beers. Join and re-pin relevant content to these boards as well. Using this strategy will help build your following much faster. The name of the game is to be found.
3) Create Pin-able Pictures, Landing Page, and Add Special Offer
This part is important – kind of like the link to increasing the potential of your Amazon product sales. You will be creating a pin-able picture and adding a special offer to it (instructions provided in a minute). The reason behind the special offer is to attract people. You need to offer something that will MAKE them click on your pin and go to your landing page to redeem the special offer. It is best to use coupons as it gives people the illusion of receiving special discounts not offered to everyone.
Now, onto creating the actual landing page and pin-able picture.
a) Creating a Landing Page
To create a landing page, let’s first clear the concept of what it is. It’s not just any page nor the page to your Amazon listing, no. A landing page is a page that is led to from a link and specifically reserved for one sole purpose. This purpose can be anything, but in your case, you will use this page for giving visitors coupons after they enter their email address.
You can use LeadPages TM, an easy to use and efficient tool for creating landing pages. Using this piece of software, you can create a landing page with a small form field that simply asks for two things: visitor’s name and email. Visitors will enter their email and they will receive a free coupon (that will be advertised on one of your Pinterest pins) in their inbox and you will be able to use their email for further promotions and email marketing.
Aweber is the software you can use for email marketing to your customer base, and getting coupons out to them. They have an array of professional ready made templates where you can advertise your new products thru email marketing. This is the service I use to connect with my customers and keep them up-to-date with all new product offerings. You can also use any other comparable email marketing service.
b) Creating a Pin-able Picture
The next thing is to create a pin-able picture to post on your Pinterest that leads your followers to your landing page. Take a picture that relates to your product that is being promoted. Then use a service such as Canva or PicMonkey to design an attractive Pinterest graphic promoting your offer to this item. Canva has a ready made template with the perfect dimensions and size for creating a Pinterest pin. You want your design to look appealing and provide a great enough offer to entice people to click on your image. Here’s an example:
c) Adding the Pin-able Picture, Landing Page Link and Coupon/Discount Offer on Pinterest
Now you have to put it all up on Pinterest. When adding pins, you have two options. Either to add a pin or upload a pin. Both these options are available where you went to create your board.
The option in the middle, Upload a Pin, is what you’re after. The reason behind this is that you want to link your followers through this pin to another page and not simply show a pin.
Click on Upload a Pin and choose the image you created to promote your product. You will find a category option (select as appropriate) and a small description box. This description box is very important; here you place a short and to the point, yet attractive statement about your deal. An example of this would be something like, “Receive a 50% coupon to this aqua blue wraparound bracelet. Valid for today only.” Now press the ‘Pin it’ button.
4) Add Your Landing Page Link
So now that you have your pin offer pinned to one of your boards, you need to add your link BEHIND the picture of the pin to connect it with your landing page. For this, go to the recently pinned offer, and click ‘Edit’ (present on the top right corner of your posted pin) and it will take you to an Edit page.
On this page, you will find a box that says Link. In this box, add your URL and ta-da, your image is now fully clickable to redirect followers onto the landing page you created!
5) You’re Good To Go!
And that’s it. Now all you need is for people to be attracted to your coupon/discount offer and click the image of your promoted product. They will automatically go to your landing page that features a form. You collect their email address, add them to your list of potential buyers, send them your Amazon coupon codes and make thousands and thousands of dollars! Easy right? Not so fast. Social media marketing takes patience and persistence. You should plan for 3 -4 months to really assess how things have been going with your strategy. During this time, you want to pin consistently, everyday. Don’t just re-pin anything. Pin good content that you feel your followers in this niche will want to see and read. As you build your following, the more chances you have of people seeing your Amazon promotions. From there, you will have a list of potential buyers that you will be able to advertise your Amazon product promotions to with any up-sell and cross-sale items you have to offer. Additionally, you have a potential list of Amazon reviewers! The benefits to having an email list is endless.
Once you start collecting emails, you can shoot out Amazon promotion codes to your list. This is another area where you want to strategize for best results.
Lastly, be sure to check out your own pin to ensure everything is set. You can use this how-to for all your products on Amazon! Happy Pin-ning!
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Q: Why not link direct to my Amazon Product Page?
A: There has been a lot of speculation about Amazon penalizing a listing if too much traffic is going to the page but no one is buying. With this method, you are in essence pre-qualifying the customer by asking for their email address first. If they’re really interested in your product, they will freely give this information to you in exchange for the Amazon coupon code.
Q: How do I regulate Amazon coupon codes so that I’m not wiped out of my inventory?
A: You want to be wiped out of your inventory. I’m not a proponent of using a massively insane discount price where you’re losing ‘x’ amount of dollars per item just to get some sales and reviews. Don’t get me wrong. There are certain times and situations where I’ll make an exception (normally when I get impatient…or around the holiday season), but I try not to run my business this way. Plus, you don’t want people to opt-in to your list simply to get free stuff. These people will never be real profit making customers for you. Instead, offer a legitimate discount where you will still make a small profit. Reap in the benefits of getting a ranking going on your Amazon product, and getting potential product reviews. Capturing emails of buying customers and re-marketing to them over and over again will more than make up for the lower profit margin on your sale item.
Q: Do I need a website to do a landing page for these promotions?
A: No. You can do a landing page from Lead Pages without having a website. If you have a website, then you can get even more creative with your Pinterest pins and do content marketing stuff. That’s getting away from the main subject matter here though.
Don’t do yourself a dis-service by only trying this for one week and thinking it doesn’t work. Rome wasn’t built in a day. You are embarking on learning the in’s and out’s of advertising on a social media platform. You will most likely not get things right the first time. Test things, strategize, and stick with it. The longer you stay in the game, the better your chances of seeing opportunity and capitalizing on it!
Have more questions? Start the conversation in the comments below!