← Simple Pin Podcast: Simple ways to boost your business using Pinterest
Simple Pin Podcast: Simple ways to boost your business using Pinterest
Kate's Take: Quick thoughts on Pinterest marketing #9 – The hierarchy of product sales on Pinterest
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Foreign. Hey there. Welcome back to another episode of the Simple Pin podcast. I'm your host, Kate all, and this is Kate's take number nine. So I was sharing the story with a friend the other day about the hierarchy of product sales on Pinterest and I thought, why don't I share it here on the podcast? Because it might really be helpful for some people who are trying to figure out how to gauge how much emphasis to put on growth when it comes to selling their products through Pinterest. Pinterest is now calling itself an AI powered search platform. This is very different than what they've called themselves in the past, which is a visual, a search and discovery platform. And so adding the AI powered search platform, and they especially associate this with an emphasis on shopping, really changes the landscape of what you see in your feed. Actually, what's really interesting as well is that if you've spent any time on your phone browsing Pinterest, what you will find is a lot of products, but not all products are created equal when it comes to how you market them on Pinterest. So I'm going to break it down for you in a way that I did for my business colleague because I think it's really important to share here. The first distinguisher is we have B2B business to business and then we have business to consumer, B to C, and then we have digital products versus physical products. So if we're starting at the bottom, at the one that is probably the hardest to get movement and expos on. So that doesn't mean you can't, but it definitely means you can't compare this level to the top level. This is going to be the one that's a little bit harder, but definitely know that it's working in the background and that is B2B digital products. That would be something like the Pinterest templates that we provide for other businesses or our blueprint course that we provide about Pinterest marketing or how to understand Pinterest analytics, our mini course product. These are going to be harder for us to get Lyft on Pinterest, both organic and with paid ads. It doesn't mean it doesn't happen. We've sold quite a bit of templates off of the back of our Pinterest ads, but it's definitely going to be lower. Then we have B2C digital products. Think of things like meal plans or financial planners or spreadsheets. These are going to get a little bit more engagement on Pinterest because they are serving the end user with some of the needs that they have, whether it's finances or maybe it's planning a house build. We have people that we work with who do digital plans for houses. I think these are going to get another bump and level of exposure that a B2B digital product wouldn't. Then we go into physical products and we don't see a whole lot of B2B physical products. So I don't really have anything to compare it to there. But we jump into B2C physical products. This can be anywhere from clothing to makeup to protein powder to collagen to mother of the bride dresses to hardware for your kitchen cabinets. What we see is that physical products right now are king on Pinterest or Queen. They're number one. They're the thing that is going to get the most exposure. Especially something that is $30 or less will probably get almost an instant purchase on Pinterest. Something that's over $30 is going to take a little bit of time. The user on Pinterest is going to add a lot to their board and they're going to make a decision closer to when they need to actually make that buying decision. Right now, physical products when it comes to Pinterest ads are, are doing great. In fact, I had a conversation with another colleague who is in the same space and we both agreed that E commerce sellers need to be on Pinterest right now. The ROAS is incredible. In addition, if you can get over the two to three month starter period, we have clients who have been with us two years who are still getting a positive return on ad spend just by continuing to invest in Pinterest. And that's without a ton of tweaking. That's new campaigns of course that come along. But we both agreed it is a win win for E commerce sellers doing physical product that are targeting consumers to be on Pinterest. But just remember, you have to give it that two to three months. So that's how I would rate it. B2B digital products are the toughest. B2C digital products are then the next layer UP and then B2C physical products are actually doing great. So I hope that gives you a little bit of an understanding as to how the products in general are working on Pinterest. And if I had one task to give you today, go spend 10 minutes on your Pinterest app, just browsing your feed, searching, seeing what's out there and seeing how many products come up for you in your feed. Alrighty. Thanks so much for listening.