One of the most valuable, yet often forgotten about sources of organic leads on the internet is Pinterest traffic. Although Pinterest had a peak right around 2012, it’s still stayed relevant in more targeted circles and is a great source for SEO traffic.
This article will explain why Pinterest traffic and leads are so valuable to your business as well as how to generate them from your website on autopilot. With that being said, let’s get right into it…
The State of Pinterest in 2020
As I said earlier, Pinterest had a peak in 2012, but that doesn’t mean people stopped pinning. Right now, there are 50 Billion or more pins on there about every topic you could ever think of. Yes, there are a lot of wedding ideas and recipes but, rather surprisingly, there’s also a lot of business and entrepreneurship ideas too.
Pinterest is now a visual search engine of sorts. Imagine Google Images with a comments section. When you search for something, a ton of pins relevant to that search pop up and after you click in, there is a thread of comments related to the pin and the story that it links to.
It’s Still Pretty Busy On Pinterest
Pinterest still has over 200 Million active monthly users! That’s a lot of people looking for answers. Here’s what you should know about them…
As you probably would have guessed, Pinterest is dominated by women. Women make up 70% of Pinterest’s user base, but a staggering 50% of new signups are men so the pendulum is swinging back to the center.
However, men tend to be lurkers on Pinterest. Out of the 50 Billion total pins, men only posted about 7% of them.
Pinners are also young, with most being under the age of 35. Behind them are people aged 36-49.
The reason being is that Pinterest inspires young people. Pinterest found that millennials use the platform because it helps them set and achieve their goals.
86% of Millenial pinners have used Pinterest to plan life moments, both large and small while 63% use Pinterest to discover new brands.
They’re A Global Bunch
If you’re trying to reach a global audience, Pinterest is the place to do it. 50% of existing users and 75% of new signups are from outside the US.
Pinners Have Money To Spend
Pinners are an affluent bunch. A staggering 40% of Pinterest users have a household income of over $100k. If you look at only the young millennials on there, that number climbs to $50%. Not only are customers ready and willing to buy your product, but they’re ABLE to as well.
Because of this, it should come as no surprise that:
- 39% of pinners are active retail shoppers
- Pinners spend 29% more than non-pinners
- Pinners spend 30% more on fashion than non-pinners
People Use Pinterest To Window Shop
More than 60% of all pins come from brands, and users are happy about that. In fact, 75% of pinners like the fact that brands display their items on Pinterest.
Here are some more stats to further solidify why you should be targeting Pinterest users:
- 47% of Millenials have bought something they’ve pinned
- More than half (55%) of users are actively shopping while logged in.
- 18.5% of users make at least one Pinterest-inspired purchase at least once a month
- 73% of pinners bought something because they saw it on Pinterest.
- Pinterest has a higher average cart value than Facebook ($59 vs. $55)
Convinced you need to get on Pinterest? Good. Here’s how you make the most of it.
How To Direct Pinterest Traffic To Your Website
Step 1: Get A Pinterest Business Account
Signing up for a Pinterest Business account is simple. just head on over to Pinterest and create a new account. Be sure to select a “business account” when you do.
If you already have a personal account, head on over to “settings” and you’ll see a spot to make the switch.
You’ll have to provide some basic info to get fully set up.
Step 2: Optimize for Pinterest SEO
There are 3 main areas you can optimize for SEO on Pinterest:
One common mistake people make is stuffing a whole lot of keywords into their name. Don’t do this. Just stick to your business name or your name and keep it simple.
Instead, use the description to optimize for SEO. Add a few keyword phrases into the description, but make sure it still reads naturally. People actually read your profile on Pinterest. For example purposes, I’ve underlined the keywords in my Pinterest profile.
Pinterest Board SEO
When naming your boards, don’t get creative. Pinterest calls up boards by what’s in their name and this is where you want to add keywords. Use clear, concise, keyword-rich names for your boards. As a new account, you won’t rank for “head” keyword terms like “blogging.” Instead, type “blogging” into the search bar and scroll the search terms to the left to find “long-tail” terms. I’ve circled the search terms you need to scroll…
Use these terms to name your board. However, make sure that they sound natural because your writing for humans to read this as well.
You can even divide your boards into sections on Pinterest. This will allow you to get even more niche with your SEO. Just make sure all of your board sections tie into the overall theme of the board. Just follow the same SEO rules as you would for the boards themselves.
Individual Pin SEO
The actual pin is probably the most important part of Pinterest to optimize because this is most likely where people will first come into contact with you. Pins have several parts. They are:
- The Photo
- Usually a tall, colorful image
- Text On The Photo
Every single one of these should be optimized for the keywords you’re targeting. Yes, even the text you choose to overlay on the image. Again, be sure to optimize for long-tail keywords if you’re a new pinner by using the method outlined above to do so.
Step 3: Make Your Pins Pop!
Now that you’ve ensured that your pins will pop up when someone searches, you need to make sure that the user picks your pins when 15 pins pop up at once. There are two things that make this happen:
- A Tall Image
- A Call To Action
According to Pinterest, the best images have a 600×900 or 2:3 aspect ratio. Basically, something that will fill most of a phone screen with a little room for a description. This is because most users are scrolling on mobile when they’re searching, and this will make sure you take up as much real estate as possible on their screen.
Be sure to include a compelling reason to click on the image itself as well. List the main benefit of your article prominently in the text. Something like “increase your website traffic 5,000%” is sure to draw a few clicks. Don’t be afraid to be a little clickbaity in your hooks as long as you deliver on the promises you make.
Now Convert The Pinterest Traffic You’ve Captured Into Leads
Once we’ve created a steady flow of traffic to our website from Pinterest, it’s time to capitalize on it by capturing email addresses. After all, email addresses are the most valuable asset we can collect from website visitors. Here’s how:
Have Relevant Content Behind The Pin
Your pin on Pinterest is all about grabbing the click to get them on your website quickly. Once you get them to your website, you need to hold their attention long enough for them to trust you. To do this, make sure the content you linked from the pin is relevant to the search term you optimized for on Pinterest. If people find exactly what they’re looking for on your site, they’ll stick around longer, and the chances of giving you their email address go up significantly.
Pop A Relevant Lead Magnet
After a few seconds (or a percentage scroll down the page) make sure a juicy, relevant lead magnet is presented. Offer something that is complementary to the content or offers a solution to the problem you’re talking about. If done correctly, your website visitor should have no hesitation in giving you their email address.
How do you make sure the lead magnet is relevant? You know what search terms you optimized for over on Pinterest right? Make your lead magnet relevant to those search terms and, if you can, unique to that article. The more specific you can make your lead magnet, the higher your conversion rates will be.
Add To Your Email Autoresponder
After you’ve captured an email address, add it to your email autoresponder and enjoy being able to market to your new prospect for as long as you’d like. Good Job.
Pinterest has some of the most targeted, affluent prospects for your business actively scrolling away while they’re actively looking for something to buy. With some careful planning and automation, you can make sure that you are the thing they decide to buy from Pinterest.
Create a hook on an eye-catching pin that’s optimized for the right search term, deliver on that hook with a killer article, and then capture an email address and send them down your sales funnel with a great lead magnet. Once you’ve perfected this process, just rinse and repeat. Hope this helps, happy Pinning!