08 Feb Jonathan Cartu Suggest: 12 Strategies to Boost Growth on Pinterest
If you had told me nine years ago that 250 million people would be scrolling through images on a site called Pinterest, I might have mistaken you for someone who was trying a little too hard to maintain your “early adopter” status.
Yet, what was once a simple photo-sharing site, is now driving 33% more referral traffic to shopping sites than Facebook.
Pinterest is one of those revolutionary social media channels we didn’t really know we needed.
Pinterest is an IRL version of how I feel shopping into Target. Or, when my favorite ‘90s song comes on in the car and I sing like James Corden is next to me.
Pinterest is a collection of secret weapons that you didn’t know you needed for your home, inspiration for your next logo design, or research for a vacation.
But, the best thing about Pinterest is that, unlike other social channels, it’s very low-commitment. As Pinterest co-founder Ben Silbermann told Fortune, “Pinterest is self-serving.”
In this article, I’ll outline all the goals and objectives for your Pinterest marketing strategy, including how to reach your following, what to post, how to measure, and so much more.
Let’s dive in…
Achieve Your Business Goals & Objectives on Pinterest
In 2018, Pinterest conducted a study of more than 4,000 weekly Pinners about their shopping habits. Here are two major highlights of what they found:
- 90% of weekly Pinners use the app to make purchase decisions.
- 9% use Pinterest to find out more about their purchases.
Pinterest is impacting what people buy.
While the platform may not provide the level of scale and reach as other social channels, it has evolved to a more advanced system for on-platform purchases.
Before you jump in and create your Pins, it’s important to think about why your brand is using Pinterest and what you want to achieve.
Ask yourself: How will Pinterest benefit my business?
Here are three major goals I aim to hit with every brand I manage on Pinterest.
1. Build Brand Equity with Pinterest
You can strengthen your brand image and exposure using Pinterest.
By engaging that 77% of Pinners that have discovered a new brand or product on Pinterest, you can start building your brand equity.
Pinterest performed an internal brand lift study comparing Pinners who’ve seen Promoted Pins to Pinners who haven’t, people who saw them had 40% greater awareness of new products and 50% higher purchase intent.
And, with Pinners taking almost three months of research before purchasing, you want to make a memorable mark during the purchase cycle.
2. Drive Traffic
Need more website traffic? Join the club.
Brands using Pinterest have seen success in generating awareness and reaching users.
Anna Runyan used Pinterest to increase page views on her career-focused website from 100,000 to 500,000 page views per month.
57st. design shares that 50 to 60% of their website traffic comes from Pinterest.
Side Hustle Nation grew from 479 visits to 11,733 visits from Pinterest in just two months.
Not to mention, Pinterest redesigned their feed to help increase referral traffic.
The traffic is there. It’s yours to take it. I’ll show you how if you keep reading. 🙂
3. Increase Sales & New Customers
Building brand equity is great.
Driving traffic is better.
Increasing the bottom line, the best.
And, many brands are taking advantage of this.
Brilliant Business Moms used Pinterest to generate $15,000 in sales.
Gravity Blankets achieved a 2x increase in sales and a 58% lower cost per acquisition.
Pinterest has just about every opportunity that an e-commerce brand could need to increase ROI.
And, with the company hiring former Wal-Mart CTO, Jeremy King, as the new Head of Engineering, we can expect to see more ecommerce enhancements.
You can see some of the new ecommerce improvements taking shape already.
So, to make sure brands are getting your fix of Pinterest, let’s go straight to the source and show you how to achieve all of these goals on Pinterest.
How to Reach & Grow Your Business on Pinterest
Do you have a guess at how many Pins there are?
There are 175 billion Pins!
With 175 billion Pins, how do you break into the feed? Let’s me show you how.
1. Install the Pinterest Save Button on Your Website
Make it easy for people to pin content directly from your website by installing the Pinterest Save button on your website.
The more people use the Save button, the more content they add to Pinterest for you.
After AllRecipes.com added the Save button to their site, they saw more than 50,000 of their recipes had been saved to Pinterest.
The result? 130 million total impressions.
2. Apply for Rich Pins
Rich Pins provide more actionable data for your audience. Think of it as the Big Mac to the Quarter Pounder with Cheese.
There are four types of Rich Pins: app, product, recipe, and article.
About.com saw a 40% increase in traffic when they started using Rich Pins.
If you plan to pin any of these four types above, I highly recommend applying for Rich Pins.
3. Install the Pinterest Tag on Your Website
If you’re considering advertising on Pinterest, install the Pinterest Tag.
Pinterest has been improving its ad platform.
They recently launched a conversion optimization ad option that allows brands to track visitor actions after seeing ads on Pinterest.
Flaviar saw 409% more traffic and an 8x increase in leads from October 2018 compared to the month before when testing conversion optimization.
Trust me, you’ll want to install the Pinterest Tag.
4. Get Product Pins
We all know Pinterest and ecommerce go together like PB&J.
That’s why you need to work with your developer to install Product Pins. Product Pins give the users a link where they can make a purchase.
5. Upload Your Product Catalog
Pinterest will allow brands to upload their full catalog to the platform. This turns all your products into dynamic Product Pins.
And, if you’re advertising on Pinterest, these dynamic Product Pins tie into the automated ‘Shop the Look’ Pins., and turn their products into dynamic Product Pins.
6. Nail Your Images
Brands, delete your…