Pinterest has become a very effective platform for both branding and performance marketing. Nearly 90% of Pinterest users have made a purchase after discovering a brand on the image sharing site. However, as with most social media platforms, you get out what you put into it. If you want to scale your Pinterest traffic, then you should seriously consider leveraging other content distribution networks.
Using a Tiered, Multi-Channel Distribution Network Could Help Your Pinterest Strategy
Too many marketers take a very fragmented approach to increase their brand visibility and traffic volume. They recognize the validity of the individual marketing channels utilized in their strategy, but they struggle to get any traction by reviewing each network in isolation. They develop a marketing strategy for each social network, which won’t be nearly as effective as if they had a single, consolidated strategy. Pinterest is no exception.
When you are developing any social media strategy, it is important to recognize that they whole is greater than the sum of the parts. Your strategy will be much more effective once you start integrating your various social media platforms.
When you are planning to utilize Pinterest in your social media strategy, there are a couple of things that you need to keep in mind.
Other social networks can help increase your repins
You can increase the visibility of your Pinterest posts by getting other accounts to repin your content. Unfortunately, it can be difficult to get enough visibility to earn repins at the beginning, even if you have an established Pinterest account with a large number of followers.
Using other social networks, content distribution platform and influencers can help you get more pins. This will help your content rank higher in the Pinterest feed.
Backlinks from other platforms can drive organic search traffic to your Pinterest posts
Most Pinterest posts have a shelf life before they stop driving much traffic. The average post usually drives less traffic within a month after it is first published.
However, there are ways to generate sustainable traffic from them indefinitely. One strategy is to make sure that your Pinterest posts rank for longtail keywords that continue to drive relevant users. If your Pinterest posts rank for relevant search terms, then you could also earn more repins as well.
There are a variety of things that you can do to optimize your Pinterest content for search engines. You can start by renaming the files of your images to include longtail keywords and making sure that the descriptions of your posts are carefully optimized.
However, there is a limit to the benefits that you will get by tweaking the copy of your Pinterest profile. If you want to get search engine traffic to your Pinterest content, then you should try building backlinks to your Pinterest page from other sites. These can include web directories, image sharing sites and blogs in your niche. According to the founder of R-TT Web Directory, a couple of links can make a significant difference in your SERPs.
Layering your marketing messages strengthens your branding
Every marketer understands the importance of branding repetition. The average consumer needs to be exposed to a branding message at least seven times before they convert. This principle is the reason that brands using PPC marketing use Google Display ads to introduce their brand to customers and then use remarketing strategies to reach the same people on the search network to convert them at later.
You can apply the same principle to boost conversions with Pinterest. Your marketing strategy may have a funnel that looks like this:
- You introduce your brand in Facebook, Tumblr or third-party blog post. This post has a link to one of your Pinterest images.
- You reference your brand again in the Pinterest images. You have a simple, yet clear call to action to encourage visitors to go to your website.
- Your website reiterates the same message. The page with that image should link to a landing page that matches your conversion goal.
Many marketers are surprised to learn that Pinterest has a conversion rate of 2.9%. This is surprisingly good for a platform doesn’t usually enable you to reach users with clear buyer intent. However, conversion rates differ significantly. You might be able to increase them by introducing your brand for your visitors in your first Pinterest post.