Wineries can leverage the power of Pinterest by establishing a presence on the platform that provides value, knowledge and real-life experiences.
It makes sense that a simple search for "wine" on Pinterest - a social media platform rooted in real-life experiences - would yield dozens of pages of results. Beyond the fact that eMarketer estimates Pinterest will reach 50 million active users in the U.S. next year, the value of the platform is that it provides users with actionable, useful content.
Pinterest also has proven benefits for ecommerce brands. According to Marketing Land, a 2013 study by Piqora showed each pin generated 78 cents in sales on average.
Wineries can leverage the power of Pinterest by establishing a presence on the platform that provides value, knowledge and real-life experiences. Here are three ways your online wine store can establish a Pinterest presence:
1. Share products
Wineries can increase online wine sales by integrating their ecommerce stores with Pinterest. Start by creating a Pinterest page for your winery and uploading product images directly from your site. Images uploaded to Pinterest should link directly back to the product page on your winery's site, and you should append tracking to measure effectiveness. Beyond these essential measures, Marketing Land shares a few pointers for effective integration:
- Use lighter, clearer images
- Include a call to action
- Keep the image description between 200 and 300 words
- Taller images perform better
- Studies show that images without faces perform better on Pinterest
- Post on the weekends, when people have more time to browse
- Create separate boards to group pins based on varietals, season, food pairings and other themes
2. Encourage pinning
Wineries can be effective on Pinterest by encouraging shoppers to pin their products. Make sure to include Pinterest icons on product pages and program your online wine store to automatically generate high-quality images, descriptions and hashtags when visitors pin content from the site.
3. Go beyond product promotion
The key to any winery's success on Pinterest is to create brand affinity and repeat visits by going beyond simple product promotion. People visit Pinterest to gather ideas they can execute in real life. Wineries on Pinterest can provide value to their customers by sharing wine pairing ideas, recipes, tasting guides, party planning guides and information about varietals. Sharing this type of content will allow pinners to develop a relationship with your product and keep your winery top-of-mind next time they go to purchase wine online.