Wedding photographers: grow your digital product sales with Pinterest
Did you know that Pinterest can be a great platform to promote your products? Online courses, presets, digital downloads - whatever you are selling, Pinterest can help you sell more of. In this blog post, I'll be sharing some results one of my clients' has achieved, by adding Pinterest to her marketing strategy. So keep on reading to find out!
As I'm writing this blog post, we're in the middle of the Covid-19 epidemic and small businesses all around the world are facing a big challenge. As a wedding photographer, you are surely getting emails of cancelled or postponed weddings. You are unable to do your work and are probably wondering what to do next. I'm sure that during the last few days, you've heard it a million times already, how you should create a passive source of income selling digital products. Nothing wrong with that. But what most people, who are encouraging you to do this, don't tell you, is that creating the product is only the first step.
If you have any experience selling digital products, then you know that unfortunately, they don't sell themselves. If you want to make money, you need to keep talking about them. You need to make sure that they stay top-of-mind. So how are you going to do that? If you only mention them once or twice on Instagram, then you are probably not going to sell much. People will get excited about the launch but just a few weeks after, everyone will forget about them.
Well, Pinterest is a different kind of a beast. You can keep creating pins that promote your products in all kinds of ways and you can be sure that you won't come off as spammy or "too sales-y". This will help you grow awareness and keep getting new eyes on your products.
There are two ways you can promote your products on Pinterest:
You create product pins that link directly to your product page, or
You create pins that lead to your blog post, video or other content that you created to promote your product.
I'll not go deeper into the posting strategy in this blog post, because I could talk about that for hours. So let's move onto the results.
The results
As promised, I am going to share some of the results one of my Pinterest management clients' has achieved by adding Pinterest to her marketing strategy. We began promoting her products on Pinterest right from the launch, which was about 6 months ago at this point. Since content on Pinterest usually takes some time to take off, it took about a month for my client to start getting a significant amount of traffic from Pinterest to her product page. After that, it was all smooth sailing.
Here are the results:
During the last 90 days, 1/3 of all sales of that product came from Pinterest. This only takes into account those who purchased the product right away without leaving the website. Here's how the customer journey looks like: a user comes across one of my clients' pins on Pinterest - he/she clicks on the pin and lands on my clients' website - he/she purchases the product. The reason why I'm pointing this out is simple. There are probably more people who discovered the product on Pinterest but didn't purchase it right away. Maybe they visited the website more than once or left the website and came back again the same day and only bought the product then. This is a completely normal customer journey, but because we are unable to "keep track" of them, I didn't count them together with the rest.
Pinterest attributed 23% of all her product sales since the launch. This again only takes into account the same group of people as above: those who purchased the product without leaving the website.
My client's pins promoting the product show up at the top of the search results for several keywords we are targeting on Pinterest. This is especially important because it means that as long as the pins appear at the top of the search results, our chances of getting people to visit the website and purchase the product are high.
One thing I'd like to clarify here is that the product I am talking about is a lower-price product (29 USD). That's why it is possible to get a Pinterest user to purchase it right away. But, that doesn't mean that you shouldn't promote products that are expensive. It only means that you will most likely need to create a sales funnel which will guide your potential client through the steps, show him or her the value of what you are selling and achieve that sale later on.
