Pinterest has emerged as an important marketing platform to drive conversion for businesses. But how exactly can it drive sales and generate leads?
To understand the potential of Pinterest, it is important to know how it stands apart from others. Let us explain first its key attributes.
Visual Content: Most researchers agree that visual elements generate more interest in reading content. Do you want some statistics in favor of it? Just have a look at the following stats:
- Visual content enhances 94% more page views.
- It makes at least 37% more engagement.
- Visual impressions are processed by our brain six billion times faster compared to text.
Easier sharing: Visual content gets better sharing compared to text. A visual in Pinterest gets around 10 repins compared to text.
Driving traffic: Pinterest can generate a good volume of traffic in a quicker time if you can make a solid visual campaign on it. Here are some tips:
- Do not pin any image without website link.
- Pin tutorials in greater number to get more clicks than others.
- Offer pins on trending topics to gain more clicks.
- Use appropriate Call-to-action buttons like, ‘Repin this’, ‘Comment below’, and ‘Click here’ to push clicks and conversion.
- Make all your posts easily pinnable by using a Pin App.
Pinterest is less competitive: The competition on Pinterest is significantly lower as compared to the major social media sites. Facebook has 1.40 billion users while Instagram has over 400 million. Pinterest only has 100 million active users in a month as of now.
More discoverability: The posts on its homepage stay much longer, allowing more views.
Pinterest is ideal for shopping: A 2014 statistics revealed by Pinterest says that 93% of pinners, comprising both men and women, shopped through the platform in the last six months.
So, you have got the mandate loud and clear.
Pinterest conversion is better than other social media platforms. If you are ready to apply it to your business, here are the 5 most effective tips you can use.
1Understanding the users
Every platform has a typical user mindset. The same person while using Facebook has a different mindset than the one using Pinterest.
A recent study by Digitas and Curalate revealed that 70% of brand engagement on this platform is created by the users only, not by the business brands.
What are the basic experiences people refer when using Pinterest? Here’s a quick look:
- Just having a glimpse.
- Wish I could do it.
- Taking a closer look.
- I am definite of what I want from it.
These four reactions happen on the basis of user needs, context, and time. You should have a solid grasp of the target user preferences, contexts, and the way they prefer content. A unique look and feel coupled up with staying relevant to your audience will be the key to prompt action from them.
On Pinterest, coupons and contests are very popular. Terms like “free”, “discount,” “best offers” will surely get your users’ attention. Seeing the products and reading their data in details can also increase engagement and conversion.
To set up coupons on Pinterest, you can easily take help from a third-party coupon creation app like Wishpond. You can run the campaign through the business website.
There are also free third-party coupon apps. Some of these apps also provide tools, like real-time analytics of campaigns to spot opportunities.
When running a photo contest on Pinterest, make your strategy based on social-proofs and allow only user-created content for the contest. This will enhance credibility and enhance engagement to the contest.
Such contests should allow sharing the content across all social channels, generating fresh traffic for your website and opening new avenues of engagement.
3SEO for better discoverability
How can you make your content easy to discover on Pinterest? Well, this requires some maneuvers that we would refer to as Pinterest SEO.
First of all, begin your pins with the username of your company. In Pinterest, just as it is allowed on Facebook, you can create custom URL.
Secondly, always use some target keywords in the About section and then let those keywords appear in the Pinboard names. To make it further optimized, you can also use backlinks to your website or use hashtags within the pin description.
4A Pinning Strategy
You should have a pinning strategy in place. There are various aspects to it but the most important of them include wise targeting, quality images, and enriching pins.
Let us have a look at these:
- Pinterest offers robust analytics to know your audience and accordingly fixes your pinning strategy with relevant keywords, image strategy, promoted pins, etc.
- High-quality images have no alternative to boost your pins for better user engagement. Besides professional quality photos, make use of graphics, infographics, and posters to offer a varied mix of visual content.
- Rich pins consisting of various types of texts and images can engage audience better.
5Using pins to allow direct purchase
There is not a better way to push Pinterest conversion than allowing people to make purchases directly from pins. Pinterest pins can be used to make such direct purchase and they are called buyable pins. At present, they are only available for iOS and Android users only in the U.S. Anytime soon, it will be extended to other parts of the globe and across other platforms.