The main reason that business owners do not use Pinterest in their marketing strategy is that they do not see how a Pinterest user turns into a paying client. Today I want to share an overview of how a Pinterest scroller ends up on your client roster.
Pinterest is a discovery platform. While other platforms focus on connecting users and encouraging engagement, Pinterest is driven by discovering new ideas, trends and inspiration. In fact, 85% of weekly US Pinners have made a purchase based on pins from a brand.
The other major way that Pinterest is different than other social media platforms is that your pins can deliver traffic for you for months after they are pinned. If a pin is relevant to a search, Pinterest can deliver it up for months! What an ROI on your marketing time and money! Compare this to Facebook where you will receive 50% of your engagement in 90 minutes, and Twitter where the halflife is 24 minutes. Pinterest delivers traffic for as long as your pin is relevant to searches, it can be a powerful tool in any marketing strategy.
So, what is the process to turn a Pinterest user into a client? Here is a simple customer journey map.
As you can see, the process is pretty simple. The thing I see most often is that business owners do not have the complete Pinterst funnel in place. They are not being strategic about the content they are adding to the Pinterest platform OR they have no plan to capture the traffic they are getting from Pinterest. An effective strategy plans out the Pinterest user journey from discovery to booking. How do you create an effective funnel? Check out the image below for an example.
Pinterest allows potential clients to discover and learn about you over time. It takes time to build up traffic, but when done correctly the Pinterest platform can deliver traffic to you for months and years to come!
If you want to learn more about how to use Pinterest in your business grab our Pinterest Marketing Blueprint here or contact us!