On Pinterest, but not feeling the magic? You may have missed the boat, but you can catch up – no doubt about it! It’s worth the effort, too. According to an industry report from Wayfair, Pinterest referrals spend 70% more than visitors referred from non-social channels, including search. We find that Pinterest quickly becomes a top traffic-referrer for our clients. With over 80% of pins being repins, it doesn’t get more innately viral than Pinterest.
Let’s look at some of the common ways people miss the point of Pinterest, and how you can turn it around.
1. It’s All About You
This mistake is by no means unique to Pinterest. In fact, sharing only brand-specific content is a very common rookie move on every platform. Pinterest IS a great way to drive traffic to your site, so by all means, share your own content with links back to website pages and blog posts. But, inherent in every social network is the need to BE social and useful. Share relevant content that is of value or interest to your following.
2. Your Boards Are Boring
Unless you’re selling home decor, recipes or other uber-popular Pinterest bait, you are going to need to be creative. We did some Pinterest work for a battery retailer, and board titles included, “Recharge Your Batteries” (relaxation), “Must-Have Christmas Toys” (seasonal, coordinated with blogging), and other relevant, but creative boards. The idea was to attract attention with popular categories and keywords and create brand awareness in a subtle way. If people wanted to look more closely, they would find more battery-related boards and links back to their website.
3. You’re Combining Too Much Pleasure with Business
Unless your personal and business interests are VERY closely aligned, you should have two separate accounts. While it’s perfectly acceptable to have a “behind the scenes” board or two, for the most part, keep it somewhat relevant to your topic (see above).
4. You Haven’t Done the Basics
Setting up your account without verifying your website, adding Twitter and optimizing your description leaves potential followers on the table, excludes you from Pinterest-supplied analytics (in the case of verification) and makes it harder to share pins via Twitter. These things take a very few minutes to complete. Get our free Ebook and take care of that today.
5. You’re Not Pinning At the Right Time
- The best time to pin during the day is between 2 and 4 PM EST. (Pinerly Study)
- The best time to pin in the evening is between 8 PM and 1 AM EST. (Pinerly Study)
Weekends are also busy times on Pinterest. Don’t want to be chained to your computer at midnight? Try a scheduling program like ViralTag. It’s not perfect, but it’ll free you up while allowing you to take advantage of peak Pinterest times.
6. You’re Overlooking the Obvious
Originality is good, but there’s nothing wrong with taking advantage of what’s working for others, too. One easy way to do this is to repin from the Popular board. Scan through this board full of recipes and wedding dresses and you might be surprised to find something relevant to one of your boards. Nothing good there? Search by keyword, and many popular pins will appear. Repin some of those.
7. You’re Keeping it Secret
If you’re not linking from your website to your Pinterest account, including a link to it in your email signature and sharing pins on Facebook from time to time, you’re missing out!
8. Your Website Doesn’t Invite Great Pinning
Great pinning starts with your website. Make it easy for people in pin your content when you:
- Supply a “pin it” share button on your website to remind people to pin and to make it easy.
- Add captions to all images (like we’ve done). Images with captions are often more repinned and are more likely to be pinned from your site.
- Give your images an Alt Text tag that serves as a good pin description. Depending on the method used to pin, it may show up as a ready-made description. “10 Reasons You’re Missing the Boat on Pinterest” is much better than “people watching boat,” no?
9. You’re Not Using Pinterest For Lead Generation
Pinterest is turning out to be fabulous, not just for driving traffic, but for converting visitors to leads. If you have a content offer (whitepaper, ebook, webinar), you should be promoting it on Pinterest. And not just once or with one image over and over again. Try different images with different captions and descriptions to get a feel for what works and to maximize your Pinterest lead generation.
It’s no secret that we’re huge HubSpot fans here, but there are other programs that can help you collect leads as you’re starting out. Lead Pages comes to mind. You may also be able to use your email provider (MailChimp, AWeber, Constant Contact, etc.) to do something similar.
10. You’re Not Using Pinterest Contests
The benefits to having a Pinterest contest include:
- Gaining followers
- Lead Generation
- Increased brand awareness and engagement
Search “Pinterest contests” on Pinterest to see what others have done. Get more ideas on how to run an effective Pinterest contest.
Dorien Morin-van Dam of More in Media suggests a great way to use Pinterest for lead generation AND contests: “Use landing pages for Pinterest contests. They not only capture email addresses and display contest rules, they can also drive traffic to your Pinterest account.”
Apply as many of these suggestions as you can and you’ll have your very own Pinterest success story in no time!
Have something to add? Please comment!
- Pinterest Boards – Time for Some Housekeeping?
- Pinterest – Is Your Business Profile Sending The Right Message?
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- How to Run an Effective Pinterest Contest for Your Business
- Extreme Pinterest Makeover – The Blog Edition! (socialsolutionscollective.com)