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How To Drive Organic Traffic With Pinterest Marketing

Do you belong to the group of marketers and business owners who believe that you simply cannot get traffic to your site by using Pinterest for your marketing? Well, we’re here to change your mind since Pinterest is a great way for driving traffic to many websites and blogs - albeit a little underestimated.

By Ana Simova, content writer at Ranking Press

Without doubt, Pinterest primarily serves as a giant whiteboard where users can collect beautiful pictures in all the categories you can imagine. One of the biggest misconceptions about this social media network, though, is that it’s for entertainment only — when, in fact, pins are a great way for people to reach your website, but with one serious disclaimer — that statement is true only if you use it correctly.

So, don’t get fooled by its ravishing exterior — you can definitely use Pinterest to quickly drive traffic to your website and gain more leads, and we’ll show you how to do just that! But first, let’s see why some bloggers have a hard time when it comes to this particular social media platform.

Why Pinterest is «Not Working» For Some Businesses

If we had a nickel for every time someone told us «Pinterest just doesn’t work for my business», we’d be almost as rich as Bill Gates.

But Pinterest users are very dedicated shoppers, so much so, in fact, that up to 93% of them use this platform to plan for purchases.

And to make it even more interesting, more than half of Pinterest users shop on this social media platform — and the largest chunk of them are millennials.

Each social media platform requires patience, time, and continuous effort in order to bring results. Pinterest is no different, although perhaps a bit trickier to manage. Because it relies on visual content as a main form of expression (and promotion), it requires a certain amount of creativity too.

Here are the most common mistakes people make when trying to promote a business on Pinterest:

  1. Not maintaining a regular pinning schedule.
  2. Having disorganized boards which evoke an unprofessional, messy feeling.
  3. Using low-quality images.
  4. Talking only about themselves, their own products or services.
  5. Missing out on engagement (which is definitely possible to obtain on Pinterest).
  6. Forgetting to include relevant and direct information in the «About» section, etc.

All the mistakes mentioned above hide invaluable advice. Let’s unravel them and explain the most important Pinterest marketing strategies that’ll help you avoid the consequences of Pinterest ignorance.

How to Use Pinterest to Drive Organic Traffic to Your Website

You’re free to use the following tips and strategies for any type of business. Whether you are promoting an online company or an offline enterprise, they’ll help you attract the right kind of audience on Pinterest and grow your organic traffic in no time.

Use Storytelling and Focus on Your Pins' Descriptions

So, you’ve already learned that talking solely about your company on Pinterest, and nothing else simply doesn’t work. In order to grab your ideal customer’s attention and drive organic traffic to your website, better give up on isolated, passive content. What you should be doing is telling a story.

Even if you’re only presenting a particular offer, telling an enticing story will set you apart from your competitors! The easiest way to incorporate quality storytelling into your pins is to define who your perfect customer is and then, communicate to that persona through beautiful content.

Think about that imaginary person’s interests, but also their lifestyle and activities. Your Pinterest pins and boards should reflect them.

This is why you should pay particular attention to your pin or copy descriptions. After all, in order for somebody to click on your pins they need to like the description first, right? So, besides using storytelling, you should also focus on a couple of other things for higher engagement.

According to various Pinterest experts, the most reppinable pins are the ones which have descriptions with 300 or more characters, which is roughly around 50 to 60 words. Another thing to keep in mind is that the pin description should tell the reader what the pin is all about — in a nutshell. For even higher engagement, a call-to-action should be included so that you encourage your audience to take action and go to your website, which takes us to the following strategy.

Pique Your Audience’s Curiosity

Besides a nicely-constructed and enticing call-to-action that’ll make your followers click on the pins and eventually end up on your site, there’s another thing you could do to inspire them to do so. To put it simply, just pique their curiosity.

You know what your audience is like and you know what they find interesting and exciting. Use this for your pins and promise them some exciting information they can get after clicking on them. This mostly works with content that provides some kind of help to users or makes their lives easier, so when doing this focus on relevant information and content that’s genuinely helpful and useful.

You can tailor the pin’s image, the headline, even the pin description to this kind of reasoning. All you need to do is promise your audience they’ll get some sort of help without explaining how. For example, the headline can be something like «10 Secrets to a Healthier Body» or «Find Out How to Make Mornings Great Again» — you get the gist.

Sign up to Amplifr and connect your Pinterest profile to post across all social networks.

Optimize Your Pins and Profile — Pinterest SEO

One crucial strategy when it comes to growing your Pinterest traffic and driving organic traffic to your website is optimizing your pins and profile.

There are a few things you need to do in order to boost your Pinterest SEO so that your profile and pins are more discoverable in search engines.

Firstly, you should optimize your profile. If you haven’t already, make sure that you have a business account. Don’t worry, converting your personal Pinterest account into a business one is easy and the benefits are plenty.

Once you have a business account, you should fill in and optimize the profile description or the bio so your profile «speaks» to your desired customer or client at the very first glance. Mention a couple of relevant keywords from your industry so that when somebody searches a particular keyword in search engines your profile comes up. For even greater optimization, you can include the name of the industry you’re a part of in your profile name. So, for example, if you’re a DIY blogger, you can simply add «DIY Made Easy» to your profile name so that Google and other search engines know what your profile is all about.

Secondly, you should optimize your pins. Incorporating keywords in the pins is very important as well, since, after all, pins remain discoverable in search engines for months, even years after posting. So, when writing the title of the pin, use the most relevant keywords you can find for the pin in question, but make sure that it sounds natural and isn’t too long — and refrain from keyword stuffing — not only is it inelegant, it’s also completely transparent that you’re doing it for SEO purposes.

In order to optimize your description even further you should get used to using keywords. Be as descriptive as you can and don’t forget to incorporate some long-tail keywords so that you improve your pin’s visibility.

Lastly, don’t forget to optimize your boards, since they are searchable as well. Use the above-mentioned advice about incorporating relevant and popular keywords in the board title and description. The more specific the boards, the more visible they’ll be, so if you’re a food blogger don’t just have one board with all of your recipes. Instead, make a few specific ones like «vegetarian recipes», «vegan recipes», «gluten-free recipes», «breakfast recipes», and so on.

Pin Only Highest-Quality Visuals

We cannot stress this enough.

Every piece of content representing your business on Pinterest must be mouth-wateringly beautiful.

This social media platform is an amazing place to showcase your design skills, so pay attention to aesthetics to capture and keep precious attention.

Take time to beautify images, graphics, infographics, using either professional or free tools such as the famous Canva. While working on Pinterest content, make sure the sizing is right (Canva helps here a lot with its pre-designed templates). A particular piece of eye-catching content must precisely communicate your company’s story and message.

Another thing to keep in mind is orientation — because it does matter. Vertical images show better on Pinterest’s feed, and we all know that higher visibility leads to higher engagement. Each time someone clicks on or repins your post, the chances that they’ll head to your website rise.

Use Rich Pins

Rich pins are all about increasing engagement on your Pinterest profile, therefore increasing the chances to drive organic traffic to your website or blog, so our advice is to use them to their best potential.

To put it simply, rich pins provide extra information and more details about the pin in question when compared to regular pins. So, if you’re selling some products, rich pins can offer extra information about the price, delivery, availability, and of course, a direct link to your website where the products can be found. If you’re a food blogger, rich pins offer information about the ingredients used in the recipe, what the cooking time is, and other valuable details. If the pin links to an article, besides the article’s description, rich pins include the name of the writer, the date of publishing the article, and so on.

All in all, rich pins are all about further explaining the pin so that the pins are more actionable. Many websites and blogs have experienced a continual growth in traffic after incorporating rich pins and it’s safe to say that rich pins work for blogs in any industry.

In order to set up rich pins, the easiest way would be to install the Yoast SEO plugin which will do the job for you. Once you do, you can simply enable the metadata in the Facebook advanced settings tab and your blog posts will be displayed as rich pins. The only thing left to do now is visit Pinterest’s Rich Pin Validator, add a link to any blog post on your website, and click Apply Now. Once approved, you’ll get a confirmation and your job here is done!

Join a Pinterest Group Board

Pinterest group boards are one of those secret weapons you can easily use for driving and increasing the organic traffic to your website. The reason why Pinterest group boards are amazing for growing both your Pinterest and website’s traffic is simple, but let’s briefly explain in case you’re not familiar with it.

Let’s compare your own boards with group boards so you can better see the difference.

When you pin a post to your personal boards, obviously the pin is visible to your followers and due to Pinterest’s algorithm, it’s also visible to other people with similar interests as your followers. However, when pinning a post to a group board, all members of that board can see it.

Why is this so important?

Well, group boards usually have thousands of followers or more, so your pin can be seen by a large number of people, and chances are that they are your target audience.

What’s even better is that, they can repin the post on their own boards which will be seen by their followers — who can also repin it and so on, you get the point — there’s a full marketing circle here.

Due to their growing popularity, the exposure you can get from these group boards is amazing, which is great for increasing the click-throughs to your website and driving organic traffic.

In order to do this successfully, first you need to find group boards that are directly related to your niche. Many Pinterest users use the tool PinGroupie to do this. So, if you’re a food blogger, look for food-related group boards so that your pins can be seen by those already interested in this topic. This tool is really useful since there are some valuable filters that will enable you to find the perfect group boards for maximum exposure.

Besides being in your niche, you need to pay attention to a few other important things when looking for group boards. Firstly, make sure that you join those that have a lot of followers, preferably more than your profile does. Secondly, see how many people are pinning. The more contributors the group board has, the better. Lastly, pay attention to the re-pin rate. The higher the re-pin rate, the more it’ll be worth your time.

Once you’ve found a relevant group board, the next step is to join it. The only way in which you can do this is by either receiving an invitation by the group’s creator or by another member who’s also a collaborator.

Some creators will have more info on how to join the group board in question on the profile itself, so you can just follow the directions and get that invitation. If there’s no info on how to join, you can directly contact the creator (the first person listed on the board) and ask them how you can join their group board. Make sure that you’re polite and incorporate your profile’s URL in the message. If you don’t want to send a request directly to the group board’s owner, you can express your wish to join in the most recent pin’s comment.

Post Consistently

The first mistake people make with Pinterest marketing is posting inconsistently or even completely neglecting their profile, expecting it to drive traffic.

It’s the same as not watering a flower and wondering why it doesn’t bloom.

Just as on any other social media network, achieving Pinterest success largely depends on steady posting and persistence Give it a try and shoot out only quality content relevant to your audience for 6 months or more, and trust us — it will pay off!

Not everyone can commit to everyday pinning, we understand. Still, do your best to be active as frequently as possible, so you could effectively track site visits later on. If you need some help with staying consistent, our advice would be to get a good social media scheduling tool — there are a lot of great ones out there, Amplifr among them!

Mind the Timing

The public secret about social media marketing says that besides how often, it also matters when you post.

Check out our definitive guide to finding the best posting times on multiple social media networks including Pinterest.

Invest a healthy dose of time into researching which time of day carries the highest engagement for your particular fan base. When is your ideal customer usually active on Pinterest?

Here are some points to explore when concluding when to pin:

  • Check your previous posts — can you see a pattern of correlation between time and engagement?
  • Which posts do you see repinned over and over again? When were they posted?
  • While figuring out this data, think about days, not just hours or parts of the day that show plenty of activity.
  • Try to avoid typical working hours (for obvious reasons).
  • Take a look at the demographics data of your (target) audience — where are the majority of them located? Make sure to plan pinning times according to your audience’s time zones.

Sign up to Amplifr to receive the best posting time predictions and schedule your content effectively on multiple social media accounts, including Pinterest.

Lastly, regardless of the time you pick as your optimum activity moment, your visuals should look amazing, but it’s just as important that they are useful and informative.

Make it Easy for Your Fans to Find Your Website

You’d be surprised at how many people tend to forget the obvious.

If your website information is not clearly presented, then all of this effort will be in vain.

Besides adding a straight-forward website address to your Pinterest profile’s «about» description, consider creating an intriguing CTA (call to action) there as well. One of the strategies we recommend is taking a top-converting pin and incorporating your CTA inside.

Most common (and still functional) CTAs are the ones where you offer something of value to your potential customers for free. Lead them directly to either your homepage or landing page — and you’ll really start seeing the benefit of those Pinterest leads.

Use the Power of Influencers

Partnering up with Pinterest influencers is a great way to gain more exposure and drive traffic to your website.

One interesting and effective way to do this is by inviting a guest pinner to create a board on your profile. So, for example, if you’re a food blogger, try to find a Pinterest user from the same industry that has a larger following than you. Contact them and ask them if they are interested in creating a board on your profile that’s relevant to both of your audiences. In exchange, you can offer to do the same for them, or they may ask for a fee, so be prepared for both. Guest pinners can bring a new and fresh perspective to your audience, and of course, bring you new followers who are already interested in your niche. Before doing this, keep in mind that what’s even more important than the number of followers is the engagement rate, so don’t just look for a high number of followers but focus on the demographics and engagement in order to find the best fit for your brand.

Want to know more about influencer marketing? Check out our guides.

So, Could Pinterest «Work» for Your Business?

Some of the giants, like Apple or Walmart, know the true promotional value of Pinterest. They use this platform to the maximum, aware of the fact that pins are more likely to spread than an average tweet.

Pinterest is a wonderful place in the wide space of the Internet, but also a powerful marketing weapon for bloggers to drive traffic to their websites.

No matter the industry you’re in, we’re sure these Pinterest strategies will help you drive organic traffic to your website and Pinterest profile, and establish a loyal fan base. While you’re there, leveraging this social media beauty often neglected by marketers, enjoy its colorful boards and feed your curiosity at the same time.

Want to know more about Pinterest marketing and how it works? Check out our SMM Pinterest Marketing Guide to learn more.

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