Use Pinterest to blow up your monthly traffic
When you think of social media marketing you probably conjure images of promoted ads on Facebook and sponsored posts on Twitter and Instagram. You probably have already created a Facebook business page and use quirky quizzes and giveaways to generate leads. What many marketers are missing out on, however, is the massive traffic from an aggressive Pinterest campaign. Yes, I said Pinterest, aggressive, campaign, and massive traffic in one sentence. And yes, I’m serious.
Let me explain.
Pinterest is not just for arts and crafts. In fact, while it may carry the connotation of being all about recipes and less about business, many marketers are finding that they can drive thousands of new users to their blogs every month. Pinterest has immense untapped potential for your company or clients, regardless of the business. Here is a brief case study because I’m betting you don’t believe me.
Popular podcast Side Hustle Nation did an interview with Rosemarie Groner, the professional blogger behind The Busy Budgeter blog, where she provided valuable tips on maximizing Pinterest traffic. Her Pinterest campaigns have been so successful that she went from making $70 a month to over $5k in one year. Seven months after that podcast was recorded Rosemarie reported that her site was now generating more than $22k a month through ads, affiliate links, and product sales. The largest source of traffic to her site? Yes, Pinterest. But to be fair, her blog does fall under the stereotypical blog category that made Pinterest famous. Recipes, budgets, how-tos. Of course, her success would not be replicable by an industry outside of that niche, right?
Nick Loper, the host of Side Hustle Nation, decided to put her steps to the test to see if they delivered similar results to his marketing/ business oriented podcast as they did for her budgeting/ recipe blog. In 60 days his website traffic from Pinterest went from just 479 visits to 11,733. Pretty remarkable right? Here are some insights Nick gained from the first 60 days of Pinterest use:
- The percentage of traffic coming from social channels grew from just 6.1% to 15.9%, reducing my reliance on Google.
- Pinterest quickly became my #1 social media referral source, far surpassing the traffic I get from Facebook, Twitter, LinkedIn, and Google+ combined.
- My female readership increased from 40% to 44.4%.
Hopefully, this story has helped prove to you that Pinterest should be an important part of your marketing strategy. But maybe you are wondering why Pinterest produces such tasty fruits. Let’s talk about it.
What makes Pinterest so valuable to marketers?
- Less social and more search
According to Nick, the reason Pinterest sends so much traffic to his blog is because “people browsing on Pinterest are looking for posts. They’re there to discover content. This is vastly different from Facebook where people are there primarily to connect with friends.”
Nick was absolutely right.
What makes it such a fantastic marketing tool is that it’s a search engine. People go there to search for things. They are looking for blogs. They are looking for content. The CEO of Pinterest has made this point clear, saying in May 2015 that the primary reason people pin isn’t to share content with other people, it’s to save the idea for their own reference.
And maybe we shouldn’t classify Pinterest as “social media.” Pinterest is more than a social network because unlike Twitter, Facebook, and Instagram, there is very little social interaction on Pinterest. You don’t use it to show off pictures of your food to your friends. You don’t upload videos of your kid’s soccer game. You use it to search for things you like and that you want to buy/ build/ make/ cook/ do.
According to Kissmetrics.com, “Pinterest pins are 100 times more spreadable than a tweet, with the retweet average hitting only 1.4%. And, as for Facebook, the half-life of a pin is 1,6000x longer than a Facebook post.” Just think about that. Once you create a pin and add it to a board the likelihood that it will be shared is significantly higher than a tweet. And then it will be added to another board. And shared. And then another board. Pretty soon your blog post exists in thousands of locations all on one platform.
Then there is the longevity of each post to consider.
Moz has done research that shows the average lifespan of a tweet is around 18 minutes. And that’s assuming it gets retweeted. Here’s an interesting philosophical quandary: If a tweet isn’t retweeted, did it ever exist in the first place? As quickly as your Facebook, Instagram, and Twitter feeds refresh, constantly adding new content, how long will your sponsored ad be relevant?
- Audience of Shoppers
As of January 2017, Pinterest had roughly 150 million active users. While this number pales in comparison to Facebook’s 1.23 billion daily average users, something to keep in mind is that Pinterest users are shoppers and actively looking to buy, while many Facebook users are complaining about politics or sharing cat videos. On the Pinterest for business page they cite a Millward Brown study that shows 93% of Pinners have used Pinterest to plan for or make purchases and 52% have seen something on Pinterest and made a purchase online. While this is no guarantee that they are necessarily shopping for your service or product specifically, it does show that many users are in a buying mindset and that is good news for your brand.
- Grow your email subscriber list
Even if they don’t buy your product, they are consuming content. Pinterest is a great way to send leads to a landing page where they can get a download such as an e-book, white paper, or pdf. As stated earlier, Pinterest can generate a significant increase in website traffic. This means there are more eyes on your offers and more opportunities to capture emails and begin to cultivate qualified leads. Create a tempting newsletter and use your increased traffic to nurture potential customers through the sales process.
For tips on creating epic newsletters check out this post by PubExec
In conclusion, Pinterest could open the door to that niche market you have been looking for. While it certainly serves a very specific audience, that should not be a deterrent from using it as an integral part of your marketing strategy. Pinterest users are consuming content at an incredible rate and many of them are online with an intent to buy. Have you had a positive/ negative experience marketing with Pinterest? We would love to hear from you.