If I told you that Pinterest was the number one driver of traffic to my website, would you believe me? I have to admit, before discovering the immense power of Pinterest for generating leads and building my email list, I logged on for home décor and recipes. Thankfully, I learned the almighty power of this marketing tool early on in my entrepreneurial journey.
You might be thinking: Oh no, not another platform to fight for followers on! You may be relieved to know that followers aren’t even on the radar here. After reading this post, you’ll walk away knowing how to use Pinterest to drive traffic to your website, grow your email list and make content creation easier.
Let’s get into it.
Pinterest Drives Traffic to Your Website
The beauty of Pinterest, and what makes it unique from other social media platforms, is that it’s a search engine. That means that Pinterest produces results based on the exact phrases and questions people are typing into the search bar.
I love this because you have more power in directing traffic to your account by strategically using keywords and descriptions, instead of relying on an algorithm to feature you in a feed. Consider this: you can’t pop on to Instagram and type in “how to hire a life coach” or “tips for producing podcasts” and get results, but you can with Pinterest.
What’s more, Pinterest users often use the program for inspiration and to discover new products and services. As Pinterest’s primary goal is to encourage engagement on the platform, the app populates users’ feeds based on their interests.
So, a future customer may not have known to search for you on Google, but discovered your account and decided they need to follow/purchase your brand.
Pinterest Can Help Build Your Email List
Are you focussing all your marketing efforts on the popular social media platforms? True, they are necessary, but they come with a large caveat many people don’t realize: Facebook, Instagram, LinkedIn, and TikTok own your followers and fans, not you. The harsh truth is that if the app disappeared tomorrow, so would your hard-earned followers.
Scary, I know!
Pinterest, on the other hand, is set up so that when someone sees your pin and clicks it, they land on your website. Your site is a space you own where you control the visitor experience. You have the power to hold their attention and capture their email addresses without battling the algorithms and other people’s content.
Tips for High-Quality Pins:
· Create visually appealing pins
· Switch or create a business account which allows you to optimize a bio and link your company website
· Use relevant keywords and hashtags in pin titles and descriptions
· Advertise/offer a lead magnet (also known as a freebie/opt-in) with valuable, actionable information in exchange for their email address
· Post consistently on the platform (at least ten pins a day)
· Engage with other like-minded accounts by creating “Community Boards” to get your pins shared amongst similar audiences
By collaborating or creating community boards, you can reach a far larger audience, including other contributor’s followers! Relationships are crucial in business-building; collaborative boards allow you to build a community, find mentors, and grow your resource library.
With any marketing tactic, you always want to have a bigger goal than to convert traffic. Ideally, you want to capture your ideal customer’s email address, so you can continue to connect with them on your turf until you’re ready to sell.
Pinterest Can Save You Time with Automation
I’m sure you’re thinking: I don’t have time to take on another marketing platform. I’m overwhelmed by creating content for Facebook and Instagram as it is. I get it.
Pinterest offers a quick way to schedule and post pins with automated posting. You can create a posting schedule up to two weeks out, so your content works for you regardless of whether you’re pinning daily or not.
When it comes to creating new pins for Pinterest, I find repurposing my content works best. Pinterest favours fresh graphics, but you can use the same text or tweak it slightly and change the picture. You could potentially make up to 10 pins or more from one blog post, podcast or newsletter.
As long as you optimize the graphic for Pinterest (1000×1500 px), you can use images you’ve created for other platforms, including your website, Instagram, and Facebook. And they don’t have to be fancy either. A simple call to action or compelling quote is all you need.
Will You Try It Out?
Pinterest marketing has been a game-changer for my business. Not only is it free advertising, but it’s still somewhat of a hidden gem. Many companies are not using Pinterest strategically or at all, which means there’s ample opportunity to be a front runner in your industry.
Are you using Pinterest for your business? Share your wins and tips in the comments section below.
Laura Gatsos Young is a digital content writer based in Toronto. A former PR Director-turned-solopreneur, Laura writes digital content for female entrepreneurs with BIG dreams. Interested in more digital marketing tips and insight? Check out her blog at lauragatsosyoung.com.