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Top tips for driving traffic to your website from Pinterest in 2020
Pinterest has literally become the new google. People are as much inclined to search through the galleries of Pinterest as they are google when they are looking for inspiration on a product or service - and this represents a huge opportunity for small businesses. We all want to drive traffic to increase our sales don’t we? Well Pinterest could be the answer...
Below are my top tips for driving traffic to your website from Pinterest, but before I share them, there are a few important factors to consider - let’s call them housekeeping!
Your branding. It is important that you appeal to your ideal client with a branding style that they can relate to, that they will like and that will engender trust. Home made logos, badly constructed graphics and a lack of consistency across platforms will not cut it for the visually driven searchers of Pinterest.
Your website. It’s one thing driving traffic to your site from Pinterest but your website needs to then convert them. Visual consistency, with a clear call to action and easy and friendly shopping experience are essential if you are going to maximise your CRO (conversion rate optimisation).
Commitment. Like with any platform that gives you an opportunity for online visibility, Pinterest needs you to invest time and effort to make it a success. 37% of my website traffic is from Pinterest, and I average roughly 300k views a month (nowhere near some of the pros but I’m working on it). I invest roughly 30-45 minutes a day into Pinterest as part of my online visibility strategy. Moral of the story - you can’t just pin and go, you’ll need to stick around.
With those caveats in mind, here are my top five tips for driving traffic to your website via Pinterest for 2020:
Use the 50/50 rule. You do not want to be a Spammy Pammy and only pin your own content. Research the topics that your ideal client will ALSO be searching for as well as yours and create boards for those topics and pin for them. What I did - most small business owners dream of holidays - so I have a travel board and pin to it regularly. A lot of my clients are also wedding suppliers so I pin inspiration for this topic as well. Why do this? This will get you impressions from people who are not necessarily searching for your business topic, making you more discoverable by chance. It also builds a rounded profile - building the know, like and trust factor.
Write great descriptions for your pins using long tail keywords. You don’t need to use hashtags with Pinterest if you have killer descriptions. In 2020 people will use Pinterest even more with search terms like “how to get...” and “the best xxx for xxx” so make sure you use long descriptions in your pin titles. What I did - I made lots of my titles/descriptions have 2020 in them somewhere. Why do this? Because people are looking to get ahead, and because they think it’s new. New information is addictive to users!
Use Rich Pins. Rich pins show on your feed with your business name in bold and the original board they were pinned to and are deemed to have more authority than normal pins. Here’s a great article on how to get rich pins. This is one on my to do list as well (see I'm not perfect - I'm on a journey with this too!)
Join Group Boards. Group boards allow you to collaborate and increase your reach within your niche. The important thing to remember with group boards is to proceed in line with your own reach. Don’t try to join a board with millions of reach and followers because you are unlikely to be accepted (a bit like using an Instagram hashtag that has millions of uses like #love for example). What I did - I literally searched on Pinterest for group boards and then requested to join relevant ones. This has massively increased my reach and my traffic to my pages. Why do this? This literally allows you to piggy bck off of others and also get inspiration for your content and pins.
Send them to the right link. This is so important. Pinterest users are more engaged to buy, BUT they are also more choosy, and they are literally spoilt for choice. If they decide to click through on your pin then you need to make sure they go direct to your product, service or relevant content. I see way too often (and I’ve been guilty of this in the past) just sending people to your home page. This is a huge No-No for a number of reasons. One it’s lazy - your user should not have to navigate themselves through your website to get to the content you promised them in the pin (and they won’t bother anyway) and two the likelihood they will just click back and bounce away from your site is high - which affects your session time and bounce rate on your site which will affect your website ranking with google (now take a breath after that sentence ha!). Make sure you give a compelling reason to the user to stay on your site.
Bonus tip for Pinterest in 2020 - Story Pins. These allow you to post up to 20 pictures in one pin, which gives you an opportunity to tell a brand story that can really build a relationship with users. What I did - I have built story pins which show the development of a brand or logo design, and I’ve told stories of collections of tips. This has driven traffic to my site because my followers and potential customers have been able to see the journey and get value. That’s the kicker you see - be useful. I sound like a parrot the amount I repeat this, but you need to solve a problem or satisfy a desire with your product or service. If you don’t do this then you won’t make sales. Telling your brand story is a key marketing trend for 2020 (see my previous blog post about this here) and if you don’t focus on niching down and telling the right story to your ideal client, then you won’t make sales.
Have you got Pinterest firmly in your marketing strategy for 2020, or are you sticking with your traditional social media channels?
Pamela Rae-Welsh is a leading online visibility specialist based in Manchester serving clients worldwide. Specialist in SEO, CRO and digital marketing services, Pamela has helped over 100 businesses with creating stylish brand designs and websites which support ambitious business goals and values. Worsley Creative Services has grown to becoming a full entrepreneurial resource for business owners, and continues to develop products and services to help busy solopreneurs and the self-employed with their online presence.
I was asked by someone this week who wanted to grow their business how they could get more people seeing their business online via Instagram. “The algorithms are all against me” they wailed (I’m so weary of the word algorithm now, I mean it’s as much a part of a small businesses vocabulary as stock or sales, and its tiresome) “and I just get no engagement whatsoever on my posts”. I started to go down my normal track of giving advice given on my previous blogs with Instagram - tips on imagery, captions, hashtags, and then I stopped. Because something dawned on me that is the biggest piece of advice that I can give to all of the small businesses that have relied on Instagram as a way to grow their business - you need to move to Pinterest.
If Instagram was the new Facebook, then Pinterest is the new Instagram for businesses, and here’s three reasons why:
Pinterest allows you to push content.
Pinterest allows you to be discoverable through keyword descriptions – you don’t need a magic wand with hashtags.
Pinterest allows you to directly link to your website.
People loved Instagram because they could PUSH content out and it would be seen and liked. Now that Instagram is gearing towards being more social and community led Pinterest is the platform that you should use because it allows you to push out content and you don’t need to interact with the users. Hashtags allowed people to get their new content to be seen on Instagram, but they are now so saturated that it is very hard to get seen using them (unless you get magically teleported onto the Discover page).
On Pinterest you don’t need hashtags to get your content seen – you just need to use great descriptions with your niche keywords. The other thing with Instagram that is really frustrating is that you can’t link directly to anything within a post (you can via stories, but only if you have more than 10k followers which is really unfair for small and start-up businesses!). Pinterest actively encourages you to link to further detail on your posts and you can send them to areas of your website not just your homepage or landing page which is great for on-page SEO… and we all want a little bit of that visibility magic don’t we?
So if Pinterest is the best platform for business how can you make it work for you? Here’s my top five tips for getting you more visible with the giant electronic scrapbook:
1. Use story posts! This is a new feature from Pinterest which allows you to use up to 20 images which can all have their own captions and links to your website. This is amazing for showing a customer journey, or a work in progress or a full range of your products. For more info on how Pinterest stories can work for you, Becca Poutney’s blog post has some great insights.
2. Join collaborative boards. This can really propel your reach and get you more visibility. There are literally thousands of group boards to join and here is a great link with a list of the top 400 for creative businesses which was created by To Be A Perfect Mother.
3. Don’t just pin your own stuff! Re-Pin other people’s work into your boards as well so that you build up content rich boards for your niche. A ratio of 1 post in 4 being your own is a good start. BrambleSky have great examples of this.
4. Don’t pin rubbish photos. Just don’t. Poor lighting, photos taken with a lacy tablecloth, photos taken with your dinner in the background. Please just stop. Stop using poor photo editing apps that add crappy text over your images. I know this sounds harsh - but please stop. It doesn’t look good and you will not get good reach for your pins anyway. This is one of my biggest challenges – trying to give people feedback on why they are not attracting their ideal client when they are taking photos in their Aunt Muriel’s kitchen “but its ok because I used a nice white sheet as a backdrop”. I get that not everyone is David Bailey (I do not profess to be a great photographer either) but there are loads of free videos, tutorials and even courses on how to take good pictures from your phone. Search for it in Pinterest and you will see!
5. Use mentions! We all love to get a mention on social media - you know that heady feeling when you’ve been tagged by another business and credited for all your hard work? Well you can do that with Pinterest too! Just use the @ button like you would on Facebook or Instagram.
Have you got yourself into the groove with Pinterest yet? It can literally be a game changer for your business. I’m still really amateur at it but I’m determined to get better - why not join me? Here’s my Pinterest link - https://www.pinterest.co.uk/WorsleyCreative/Give me a follow and I’ll follow back!
Let me know your experience with Pinterest and if you think it could be the new Instagram for you... and then we can start talking about how TikTok is the new everything... Lol