Pinterest Lead Generation: The Definitive Guide

Whether you are a B2B marketer or B2C marketer, social media can be a very effective tool for lead generation. We have earlier discussed lead generation with LinkedIn in detail. And for those marketers who have been ignoring Pinterest for lead generation, assuming its only good for home, fashion & lifestyle stuff, its very important to note that, Pinterest shoppers are spending significantly more per checkout averaging between compared with consistent $80 and $60 orders for Facebook and Twitter shoppers, respectively.This means that there’s lots of potential leads just waiting to be engaged and converted into sales.

According to a recent report by Shareaholic, based on 13 months of data collected from 200,000 publishers, Facebook grew in traffic referrals 58.81%, Pinterest grew in traffic referrals by 66.52%, driving more referral traffic than Twitter, LinkedIn and Reddit.
Pinterest has proven to be a fantastic platform for marketers & brands, “According to data from Compete’s Online Shopper Intelligence Survey, 1 in 4 consumers acknowledge that they are spending less time on other social media sites in favor of Pinterest. Brands are finding that a presence on Pinterest translates into sales. Roughly 25% of consumers reported purchasing a product or service after discovering it on Pinterest.

Here are some ways to boost your lead generation with Pinterest.

1. Optimize Your Profile

Like all other social networks, your profile page is very important. It’s very important to note here that you should keep your personal account and brand account separate. Your brand’s account should be focused around your business objectives. So, start with your brand’s name as  your username and write a short but useful description in your “About” section. Optimize your profile by using your top keywords in your description and board titles to boost your visibility in search results.

2. Pin Informative and Interesting Images

Attractive pictures are popular on Pinterest. But, if you want your pictures to go viral on internet pin images that are easy to understand and that are helpful to others. Images with text or data based infographics normally attracts more clicks and repins and capture user’s interest. A lot of pinners don’t add a description to the images; remember, such images are hard to be found in Pinterest search.

Use a storytelling approach in your images and pin visually appealing and interesting images that will help users to connect with your brand and prompt your visitors to take action.

You can also pin photos of your delighted customers using your product or services to build trust with your audience and inspire them to check out your offerings. It’s a great way to create a positive sentiment around your brand.

3. Make Your Pins Search Friendly

Pinterest is all about collecting and sharing. By using right keywords you can optimizie your images to drive SEO traffic.  Create your board titles using your targeted keywords. Add keyword centric board descriptions, use keywords in title and description of pins, so pinners can easily find your pins when they searching for different topics relevant to your business.

For example, a picture of a dress with no title will not be found in a search for “dress”. But, if you add a title and a relevant description, it will rank better in Pinterest search, as well as will get SEO benefit.

Also try to use keywords or phrases which your target audience is searching for. Instead of saving your images by using default file name, use descriptive keywords to describe your images or use product name if applicable. Search engines not only index web pages but they also crawl images, driving a lot of image traffic.

4. Create Fresh Content

Just like every other social media platform has a unique flavor in terms of different content types that performs well on each platform, you can increase your followers by pinning fresh and interesting pins to delight your audience. When you pin often, large number of people will see your pins and those pins will lead more and more people to your page thus helping you to collect more leads. It will also help you in getting featured on Pinterest recommendation for the similar pins driving more leads your way.

Also, each time a pin is repinned, Pinterest creates a backlink back to the source page. The more the number of repins, the more backlinks. So, by creating original content you can get SEO benefits on Pinterest too.

Also, remember, it’s tempting for you to pin images of your product or services, but, if you want your users to interact with you or repin your pins than avoid posting purely self-promotional images. Build boards based on the choices and preferences of your target consumer.

5. Build an Audience First to Generate Leads

Social media platforms are merely tools to build a community   So, build your brand first by curating relevant & useful stuff to connect with Pinterest users. Use this platform to build a community around your brand.  Be consistent in sharing interesting content and build value for your followers before you start promoting your product/services.

6. Engage Your Audience on Pinterest

Build your brand awareness by engaging with the audience. Promote your audience by pinning their images or by following them. You can also include a call to action to increase engagement. For example, if you have a pin showcasing a beauty makeover, link back to your blog post. Besides include call to action phrases, such as call for a complimentary makeover or to learn more about different makeovers to capture more leads.

You can also engage your audience by using screenshots of your product in action or using video shots from your product demo.

7. Run Contests

Giving away something for free is a good way to get attention.  Before you start a contest on Pinterest check its terms of use and make sure you follow the guidelines given in it. Ask users to participate in your contest and create a Pinboard to show how your product can be used. For example, if you’re a furniture manufacturer you can ask them to create a Pinboard that shows different ways to use your furniture. This will help you reach a wider audience and evaluate the results to reward the winner with a prize to increase their chances of participation in future.

8. Use Hashtags

Pinterest like other top social media platforms supports hashtags. To make your pins search friendly add hashtags. Using relevant hashtags to drive higher engagement. But, don’t overdo it. “Salesforce has found that on Twitter, tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags.” Though twitter is different from Pinterest, but hashtags work in a similar manner cross-platforms.

9. Create Boards to Generate Leads

Pinterest users love visual content and pinterest boards are all about visual storytelling. So, as a marketer, you should create boards to entertain & educate your audience. If you are selling services instead of products create some interesting boards on services you offer. And pin images that explains what you do. The key to generating traffic and leads from Pinterest is to make your pins in a manner that the viewer needs to click through your site to get details. For example, if you are into email marketing automation, you can create a board on email templates.

Boards play a vital role in increasing your traffic on Pinterest because they are the first thing that browsers see on your page. Always make sure that you are including a good content mix on your boards.

10. Follow the Influencers and Comment on their Pins

One of the easiest ways to increase your brand followers is to start following the people whose pins are extremely popular. To find out those pins, go to Popular  section on Pinterest.  To attract more followers to your brand, comment on these pins. But, keep in mind that your comment should be meaningful to encourage people to follow you. Repin those pins to build a wider following.

Also keep a check on who’s pinning your pins. Follow them to build a relationship and check what inspires them. Use Pinterest as an outreach tool.

Generating leads through social media can yield quick results if done properly. But what makes Pinterest different from other channels is that the visitors from Pinterest converts into leads and sales faster. “A recent survey by Bizrate shows that 69% of online consumers found an item they purchased or wanted to purchase on Pinterest compared to Facebook which came in at only 40%.”

1 Comment »

  1. […] entirely new window of opportunity to the marketers for generating leads. We have earlier discussed lead generation with Pinterest_kmq.push(["trackClickOnOutboundLink","link_5266810de26c4","Article link clicked",{"Title":" lead […]

    Pingback by Facebook Lead Generation: The Definitive Guide | Betaout Blog — October 22, 2013 @ 7:13 pm

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