Pinterest is sometimes overlooked when it comes to bringing FREE organic traffic to your affiliate links, offers, and websites. But why use Pinterest when I have other social media sites?? Here are some reasons why:
- 25% of retail traffic comes from Pinterest
- Pinterest generates 4x more revenue per click than Twitter and 27% more than Facebook
- 47% of U.S. online consumers have made a purchase based on recommendations from Pinterest
- Pinterest has more than 70 million users and a growing international population
- Pinterest users spend the most money compared to other users on other popular social networks
There are 2 types of leads you can generate with Pinterest…direct and indirect. Here is the difference between the 2:
- Direct Leads: Are generated through content on Pinterest that links directly back to a landing page on your website. On that landing page, visitors can share their personal information (a name, email address, phone number, etc) in exchange for an offer. That offer could be an ebook, coupon, infographic, or any other piece of content you wish.
- Indirect Leads: Are generated by using Pinterest on the path to conversion, but it is not the final destination before someone gets to a landing page. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial pin is helping direct visitors to that landing page.
Well…how can I optimize my pins for lead generation?
1) Create a board that your Pinterest audience can and will want to discover.
Pinterest is famous for having an audience obsessed with food, fashion, and DIY goodies which makes marketers think that we all have to produce those 3 things to be successful. WRONG! No matter what industry you are promoting, you can show people how they can make something or give them the tools to do it. Pinterest users love helpful, engaging content that just happens to be visual. So think about a board topic that can feature helpful content that can also generate leads.
Once you pick a board topic idea, be sure that it can be easily found through search (both Pinterest and otherwise). Leave the jargon out of your board names and go with something clever yet tightly aligned with how your users speak and think. If you want a more in-depth Pinterest SEO guide, check out this blog post.
2) Create images that Pinterest users naturally notice.
Now that you’ve got your board idea, you’ve got to fill it with pins. Whether you decide to create an image yourself or source one (legally) from the internet, there are actually some science to choosing pins that people notice and click on. Here are a few data-backed pin composition tips:
- Tall images get re-pinned more. Think about it…they get more space in the news feed when people are scrolling, so people have more opportunities to engage with you.
- Reddish-orange images get 2x the re-pins as blueish images. Think warm colors and the leads could start pouring in a bit faster than usual.
- Brand images without faces get 23% re-pins than those with faces. So cut the faces out of your images, if possible. (Harsh, I know.)
- Photos with medium lightness are re-pinned 20x more than very dark images. So keep it bright and fun, people!
This is a great starting point, but definitely test other pins to see what your audience likes to discover, re-pin, and click.
3) Don’t use UTM parameters or shortened links in your pin URL.
Adding a link to your landing page or other piece of content is crucial to generating leads, but unfortunately, Pinterest warns users that all shortened links could lead to spam. So your best bet is putting in a simple URL in the URL box.
4) Use your description wisely.
Keep it short and sweet usually between 100 and 200 characters works best while also making room for a shortened URL. This is the place where you want to include a shortened, trackable URL in your pin as Pinterest does not restrict these links like it does with the actual pin URL. Providing a link in the description gives your followers even more opportunities to click and maybe even become a lead.
5) Add a hashtag, if relevant.
Let people discover your pins more easily by including a relevant hashtag or two. Do not go overboard though. An article from Buffer Social found that on Twitter, tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags. So make sure you are using the best hashtags for your audience to discover your pins! Obviously, Twitter is not Pinterest, but this is a great practice to take cross-platforms.
6) Rinse, repeat.
Now you are done with making pins so keep following steps 2 through 8 until you have a robust board!
7) Promote your pins elsewhere.
To get the most out of your pins, you gotta get outside of Pinterest just like you would with any other content platform. There are a lot of things you can try here. You can start with sharing links to individual pins on other social networks or even embedding your lead generating boards on your website or blog. The world is your oyster so get creative! The more eyeballs you can get on your pins, the more leads you can possibly generate.
8) Keep track of your success with a few different tools.
Here are a few metrics that may help you to get a general idea on how your Pinterest lead generating strategy is working:
- General Pinterest Referral Traffic: You can find this metric in your marketing analytics software. While this also loops in traffic from pins outside of your board, it is a good idea of how well the Pinterest audience enjoys your content. For example, if you are finding lots of referrals from Pinterest, but few clicks on your board, you might want to switch up what you’re pinning.
- Pinterest Analytics Clicks: If you have a verified business account, you can access these metrics directly in Pinterest’s dashboard. It is not clear whether clicks are for the URL clicks or for the whole pin (which includes clicks on the description), so you will have to do some data slicing and dicing. Regardless, this a great metric to have in your back pocket.
There are many other ways to track your clicks, but you will have to do a little bit of research and testing to make sure that you are getting the right numbers. Once you get all of this data, use it to help you fine tune your marketing strategy. Do not forget to be engaging with your audience by commenting and liking other posts in your industry and make sure you are posting regularly. Pretty soon, you’ll have leads flowing in!