- Alex Morrison
- April 9, 2019
- 0 Comment
If you pay attention to what other businesses are doing for their marketing, particularly large businesses, you’ve already noticed that some consumer-driven companies are absolutely killing it on Pinterest. When it comes to the wedding, fashion, design, and food industries, in particular, businesses small and large alike are using the platform to connect with consumers.
Once thought to be a platform for scrapbooking and crafty women, Pinterest has become one of the primary traffic drivers to blogs and websites for both B2C and B2B businesses.
Here are some 2019 Pinterest stats that will probably surprise you:
- 83% of American women aged 25 to 54 are seeing content from Pinterest — they aren’t all Pinterest users, but the content is pushed to them from other sources, like Google.
- Last year, half of all new registrants were MEN.
- Households that are considered “high-income and more educated” are TWICE as likely to be using Pinterest than families with lower incomes and less education.
- 80% of people using Pinterest do so on a mobile device.
- 85% of women report using Pinterest to plan for important “life moments” — both big and small. These events include major things like buying a new home or planning a vacation, and smaller things like planning parties or trying a new recipe.
Why Pinterest is different from other social platforms
When was the last time you heard someone taking a Pinterest detox? That never happens because Pinterest isn’t like the other social platforms — it actually functions more like a search engine than anything. This means that your content can get found when you write keyword-rich content on your profile, boards, and Pins. It isn’t as “social” as other platforms which in many cases is a positive for businesses trying to break through the noise.
When you share relevant content, people will follow you and your boards and ultimately share your Pins. When people come across something they’re interested in, they can click through to visit your website or go straight to your content upgrade. That’s a pretty basic explanation but once you understand how this platform works, the traffic you get from it can be endless.
Using Pinterest for B2B website and blog traffic
In the B2B world, Pinterest continues to be one of the most underutilized traffic-driving platforms. If you’re creating content for your business, Pinterest can become one of your top traffic sources if you play your cards right.
Here is how to get started:
Create a Pinterest profile that attracts your ideal client.
Take full advantage of your bio area and carefully craft your messaging. Ensure you include who you help and how you do it, using keywords that will help your ideal clients find you. If you already have a freebie or opt-in, include it here.
Create boards on Pinterest that your ideal client will get value from and will want to follow.
This comes back to your Buyer Persona, content ideas, and keywords. Your entire profile should be a hub that will draw in your ideal client. What topics are they interested in? Those are what you want to title your boards. These are essentially ways to categorize your content.
Shoot to have at least 20 boards on your profile that relate to your area of expertise, and are also topics that will attract your ideal client. For example, let’s say you’re a marketing professional. You help entrepreneurs to strategize and navigate their way through digital marketing. You would have boards titled Email Marketing, SEO, Content, Landing Pages, Social Media Tips, Digital Marketing Trends, etc.
Add keywords and descriptions to your board descriptions — this will help people find them when they search for the topic in Pinterest and in Google. Be sure to Pin other people’s relevant content within your boards, too. The aim is to create a hub for your ideal clients. Make it about what’s valuable for them and not about promoting yourself.
Setting your profile up this way may require a complete overhaul of what you’ve already got going on, and that’s okay. Be sure to either remove or make private any boards you have created that are irrelevant to your ideal client.
Create Pins for your lead magnets and your blog posts.
The point of getting found on Pinterest is to get readers onto your website or blog. But what happens once you get them? Don’t let that opportunity slip away. Use it to start the relationship with content upgrades that funnel into authentic email marketing campaigns.
If you’re managing this yourself, the easiest thing to do is:
- Use a program like Canva to create eye-catching Pins (they have the perfect size template ready for you).
- Write compelling, keyword-filled descriptions for your Pins — about 2-4 sentences is usually perfect.
- Do not use hashtags — remember, this is more like Google than Instagram.
- Create multiple images for each post or lead magnets, and post your URLs to multiple boards.
Schedule your Pins for maximum results.
You want to pin a minimum of 25 things each day, but many people aim for closer to 75 or more. Scheduling makes this possible, but remember — you’re not just posting your own content. Include as much of your own as you can, but the end goal is to create a hub for your ideal clients that’s full of your content, plus relevant content from other people that they will find valuable.
Think of Pinterest more like a search engine than a social platform, and it begins to make a lot more sense. Follow the steps above to get started and you will be shocked at how quickly your blog and website traffic increases!