Pinterest is quickly becoming not just one of the hottest social networks, but one of the primary ways businesses are driving new business. While it’s no longer an easy way for affiliates to make money, small and big businesses alike can leverage Pinterest to attract new customers and even conversions. If you currently use Pinterest as part of your marketing plan, there are three easy ways you can easily increase the performance of a Pinterest marketing campaign.
As with any marketing campaign, it’s critical to know what type of content is converting best. Recently, Pinterest unveiled Analytics that enable users to “find out how many people are pinning from your website, seeing your pins, and clicking your content.” Users can also “find out which pins get the most repins, who pins them, and what else people pin alongside them.” Pinterest specifically explains that users should leverage this data to discover how to tailor their website and Pinterest boards to ultimately derive the most traffic from Pinterest.
Link to a landing page with a CTA
One of the biggest benefits of using Pinterest to drive traffic is that each picture pinned can link back to a different website. If you’re using Pinterest as part of a marketing strategy to ultimately drive conversions, be sure that each pin links back to a landing page that includes a CTA. For example, a B2C business may want to use product photos that link back to a product page that includes a CTA enabling visitors to make a purchase. A B2B business could leverage Pinterest by pinning infographics that link back to a landing page that includes a CTA inviting users to sign up for a free trial or subscribe to a newsletter. Regardless of your type of business, it’s critical that each of your pins on Pinterest includes a link to a landing page that can assist in converting your Pinterest followers to actual customers. Using Pinterest for marketing requires proving a real ROI, and linking pins to landing pages is necessary to increase the performance of this type of marketing campaign.
If you’re familiar with Pinterest, you know that like other viral social networks (such as Twitter), content moves fast. Popular new pins tend to “stick” around for several days, as users repin it to their own boards. It’s important to consistently pin new content on Pinterest, as this will help you reach new users, who will then re-pin your content and help you reach *even more* users. This is why it’s also especially important to link to a landing page (with a CTA) in each pin you have on Pinterest. As your follower count grows, you will see an increase in the amount of content that is re-pinned, which will help drive more traffic back to your landing pages. A lack of consistency in your pinning can slow down the growth of your followers on Pinterest and impact both traffic to those landing pages and ultimately conversions.
It’s important to remember that if you include Pinterest in your marketing strategy, it should be treated like any other marketing campaign. To see a positive ROI, it’s important to measure and consistently look for ways to increase the performance of the campaign. Knowing what type of content on Pinterest actually performs best, as well as ensuring this content can actually assist in driving leads and conversions, is critical for both B2C and B2B businesses. Of course, be sure that you’re following Pinterest’s basic Pinning Principles and their Terms of Service. A lot has changed at Pinterest over the past year, but that doesn’t mean your business can’t make money using it – especially if you are continuously measuring the performance of your strategy.
Becky is the Senior Content Marketing Manager at TUNE. Before TUNE, she led a variety of marketing and communications projects at San Francisco startups. Becky received her bachelor's degree in English from Wake Forest University. After living nearly a decade in San Francisco and Seattle, she has returned to her home of Charleston, SC, where you can find her enjoying the sun and salt water with her family.