Pinterest is a visual search engine where pinners come to find a solution to a ‘problem’ they have. A big misunderstanding amongst businesses is that they think if they just offer the solution to that problem they will drive lots of traffic to their website. I am sorry to burst your bubble but it does not work like that. Your content can be of a very high calibre but if you haven’t got your sales funnel in place on your website, pinners will leave as fast as they came!
So how do you turn Pinterest into a sales funnel I can hear you ask. For Pinterest to get you conversions, whether this being email sign ups, more visits to your website or increased sales, you need to follow below steps.
#1 Pinterest Business Account
The very first thing to do is set up a Pinterest business account. This has several advantages; you will get access to analytics which means you can track exactly which content works and which doesn’t. The other advantage is that with a business account Pinterest will recognise you as a content creator and will prioritise pushing your content out.
After you have claimed your website and other social media, it is time to do keyword research. You need these keywords to fill in your profile, set up your boards and start creating pins.
Knowing your audience is one of the most important elements of the sales funnel. Who are you selling to? Why? What pain points do they have? What solutions are they looking for? How can you help them? How do you need to present it to them?
For your sales funnel to work, and for you to be successful on Pinterest, you need to get into the head of your audience and think the way they are thinking.
The further you can narrow your audience down the better it is. So say you offer Self Confidence Coaching to women. Narrow this down to Self Confidence Coaching for women who are going through menopause or Self confidence coaching for women who are starting their own business.
#3 Product, Service Or Lead Magnet
Once you have figured out who your audience is and how you can help them. You need to present them with your product, service or lead magnet. Products and services are pretty self-explanatory. A lead magnet might need some explaining.
A lead magnet, or a freebie is something your audience gets for free when they provide you with their email address! The idea of the lead magnet is that you provide value to your audience. After all they are giving you their email address which is something very, very valuable because you now have access to them whenever you want. It means that if you keep providing your audience with added value, eventually they might buy from you!
Most companies now provide a digital product as a lead magnet. This can be anything from cheat sheets, a checklist, a video tutorial, an e-book to name a few. The benefits of a digital product are they are easy to create, they don’t cost anything and they are quick to send.
#4 Landing Page
The landing page is super important because if your audience doesn’t know where to go when they arrive on your website, they will leave as fast as they came. You need to make it super easy for them!
A landing page is basically a separate page on your website where your audience will be directed to to buy your product/service or download your freebie. The page will give them the answer to their pain point immediately and they take action right there and then.
A few elements of a good landing page are:
- Catchy headline
- A unique selling proposition.
- Images or video showing context of use.
- Social proof.
- A call to action.
#5 Pin Templates
The next step is to create pin templates for your product/service or lead magnet. Remember Pinterest loves fresh content so the more variety you can create the better. There are lots of different types of pins you can use, you can make a static pin, video pin and/or carousel pin. The only one that doesn’t work is an idea pin as you cannot connect an URL to it and of course with creating a sales funnel, the main objective is to lead your audience to your website.
Once you have created your pin templates, start scheduling them out and sit back while traffic comes to your website.
Using Pinterest as part of your sales funnel is a no brainer really as Pinterest content lives forever and it is organic. The most important thing to remember is to make it easy for your audience to access your solution to their problem. If they have to go looking for it they will give up and leave.
As always I hope the above was helpful! If you want more Pinterest information, sign up for the Clever Pins newsletter. It comes out every week and is chock-a-block full of Pinterest and Clever Pins news. You get the Perfect Pinterest Size Guide completely FREE! A handy little document with ALL the Pinterest ratios, sizes and character limits. Or find out information about Clever Pins’ services.
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