7 Tips to Generate Leads Online with Pinterest

Chris Horton
Chris Horton Digital Strategist, SyneCore Tech

Posted on July 16th 2012

7 Tips to Generate Leads Online with Pinterest

lead generation with pinterest

In case you haven’t noticed, Pinterest is hot. In just the last year, the virtual pinboarding site has seen its web traffic grow from 700,000 unique visitors to 20 Million - half the unique visitors of Twitter. 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. Long presumed to be a social site dominated by women, Compete’s survey found that that 37% of males bought a product or service after seeing it on Pinterest, as opposed to just 17% of females.¹

product purchase decisions based upon pinterest

The muscular traffic growth of Pinterest, coupled with the strong tendency of users to eventually purchase items discovered on the site, should be enough for marketers and business owners to sit up and take notice. Admittedly, from a workflow perspective, nobody wants to deal with another social network.

However, if these numbers have left you convinced, here are 7 tips to pin your way to the top: ²

  • Post Blog Images: Get in the habit of pinning the main images from each of your blogs.  Make sure to link each image back to the related blog post, and included CTAs and landing pages to capture prospect lead data.
  • Info-Graphics: People love data that’s put into a visual format. Challenge your graphic designer to take company or industry data points and convert them into a compelling info-graphic.
  • eBook and Whitepaper Covers: If your company has created an ebook or whitepaper, take the front cover and pin it onto your Pinterest brand page. As with blog images, make sure to link it to the corresponding eBook/whitepaper, and include a CTA and landing page.
  • Photos of Satisfied Customers: Prospects love to see pics of happy customers. As an added bonus, link any pinned photos back to case studies or positive user reviews you’ve gotten from these happy campers. Just make sure to get permission from your customers first!
  • Use Hashtags: Pinterest supports hashtags to make your content more search-friendly. If you’re promoting a new campaign or launching a new product/service, create a pinboard around it. Make sure to tag it with the same hashtag you’re using on Twitter and Google+ to synch your social marketing efforts.
  • Create a Video Gallery: Many people don’t know that you can pin videos on Pinterest. In fact, the site’s homepage has a separate tab for videos. Make sure to add any business-related videos you may currently have on your website or YouTube to your Pinterest brand page. As with YouTube, you’ll want to add links and CTAs to give prospects a simple path down the sales funnel.
  • Measure Results: As you add more images to Pinterest, use any analytics tools at your disposal to measure web traffic and lead generation performance in order to discern which images are working and which aren’t. Try to find patterns in successes and failures, so you can pin image and video content that is most likely to generate leads and convert sales.

Follow these seven tips, and your brand should be able to generate leads online with Pinterest in no time.

 

Info-graphic courtesy of Compete

 

Chris Horton

Chris Horton

Digital Strategist, SyneCore Tech

Chris Horton is a Content Creator and Digital Strategist for Minneapolis-based Integrated Marketing Agency SyneCore. An avid tech enthusiast, Chris has written extensively on a number of topics relevant to the growing Marketing Technology industry, including SEO/targeted discovery, inbound, content, social, mobile, apps, online branding/PR, and Internet trends. Chris' marketing tips can be found on SyneCore's Marketing Technology for Growth blog. You can connect with Chris on TwitterLinkedIn, or Google Plus, or eMail him at chris@synecoretech.com.

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Comments

samrowe22
Posted on July 17th 2012 at 1:10PM

Hey Chris,

Quick question, how do you feel about the shelf life for 'first impression' pins? I understand that over time you create a database of boards and pins your followers can explore freely, but in order to gain exposure you have to pin frequently and I was wondering if we could bounce some ideas back and forth on how often to post.

I think quality content / 'shock value' is something to consider as well, something that stands out and is more enthusiastic, emotional or creative.

Another great idea is to link your best products to your online store where they can be directly purchased. This strategey is like creating a POS and is a quick and effective way to monetize Pinterest.

Sam Rowe
@spydersam

Chris Horton
Posted on July 18th 2012 at 4:41PM

Sam,

Great points. Given that Pinterest is such a unique marketing medium, we are experimenting with a number of different strategies.

With regard to your query about how often to post, I really believe frequency should be governed by two questions: 1) Who is your target audience(s)  2) To what extent does your existing content complement this audience?

It all comes down to relevance. For example, we are currently in the process of uploading scores of blogs that have compelling visual images, sorting them by pinboard (i.e. "SEO,", Social Media Marketing"). We are also experimenting with structuring boards based on the content offer type (TOFU, MOFU, BOFU), and even specific buyer personas.

At a minimum, you may want to pin your blog posts organized by category, buyer persona, or content type, with links back to your blogsite url. This is true for any premium content pieces you may have, such as eBooks and whitepapers, or better still Info-graphics.

Given the sustained user growth of Pinterest, it really is becoming as important as Facebook or Twitter, or LinkedIn.

Hope this helps!

Chris

carolqt
Posted on July 18th 2012 at 7:05AM

Hi Chris,

Love the tips, especially your suggestions to use what are already in visual formats--covers of white papers, infographics, etc. This definitely makes it easier to make the initial pin and allow for re-pinning.

Hashtags are a good point, but I would like to add on that simply having a description of the imagine you are pinning (one sentence summary of a white paper, or some keywords that relate to the white paper) will really help in terms of allowing people to find your pin on Pinterest. Additionally, learning more about who your target market is will be beneficial as well. What are your prospects searching for on Pinterest, and is that a need that you can fulfill?

I also agree with Sam. Quality content and shock value is a must! I'm only going to look at a high-quality visual. And if it's really good, I'll even re-pin it on my board.

- Carol Tang at Marketo

Chris Horton
Posted on July 18th 2012 at 4:46PM

Carol,

Thanks for the props! 

I couldn't agree more with your point on image descriptions; they are critical for both internal search and SEO. I also totally agree with focusing on your target market and how you can fulfill any pain points they may have (see my comments below in Sam's post). 

So true on visual content as well. We can't forget videos too (which I have)....especially given the explosion in mobile and tablet usage to access online content. I would be interested to know what percentage of Pinterest users are accessing the site via mobile. Off to research that one!!

Thanks,
Chris