Use Pinterest traffic to grow your email list
Pinterest is an amazing source of traffic and leads (and no, it's not just for 30-year-old, Suzy Homemakers).
It’s one of the most underutilized but insanely effective marketing platforms out there. You can use it to exponentially grow your email list.
Here's how the flow works:
Pinterest -> massive traffic to your website -> seeing a lead magnet or content upgrade on your site -> people signing up for your list
You'll notice that the third step in this roadmap is when your website visitors see a lead magnet or content upgrade on your site. This is crucial.
To effectively leverage your traffic, you need to capture names and emails!
So, before I dive into how to leverage Pinterest to get traffic to your site, I want to make sure you have mechanisms in places to capture your traffic and get them on your list!
Because people may come from Pinterest to your site or blog to read something there, but they may not be ready to buy.
In fact, MOST people who visit won't be ready to buy.
But, by coming to your site to read or watch your content, they have just raised their hand and said to you "Hey, you're interesting. I dig you and what you have to offer." They basically have just gone from a cold lead to a warm lead.
They are no longer casual; they are engaged.
But, let’s face it, with all of the information we are bombarded with, we all have the attention span of a drunk goldfish.
In fact, statistics show more than 70% of the people who visit your website will never come back.
That’s why when people visit your site, you must make it your top priority to capture their name and emails (or you may never see them again).
By getting these engaged and interested leads on your email list, you can build a relationship with these people so they begin to know, like, and trust you.
Then, when these people who LIKE you are ready to buy, they'll buy from YOU!
And, you can continue to email your list of customers and leads over time to nurture the relationship so they will buy you – not just once – but again and again and again.
Create lead magnets to build your email list
In order to get people's names and emails, you need a lead magnet. (Also known as freebies, freemiums, sign-up incentives, opt-in bribes, demand generation asset, sign-up offers, etc.)
The purpose of a lead magnet is to convert your website visitors into subscribers on your list.
If you want to learn more about lead magnets, I've written a blog post about it:
The 5 essential steps to creating lead magnets that rapidly grow your email list
Grow your email list with content upgrades
The second way you will be capturing people’s names and emails to build your list is a called a content upgrade.
A content upgrade is a gated piece of valuable information that expands upon or complements a blog post. It increases conversion from about 2% of people on your site to around 30% of your blog readers!
For example, if you were reading a blog post about how to sneak vegetables into meals for picky kids, reading it might not be enough. You might also be interested in downloading "5 Recipes that Picky Kids are Guaranteed to Love."
This is a perfect content upgrade to expand upon the blog post because the recipes are both valuable to the reader and they are specific to the article. It's likely to get a high conversion rate – people will be willing to exchange their name and email to get the recipes.
I recommend having a content upgrade on every blog post.
It's extra work, but it's such a list-building accelerator that it's absolutely worth the effort.
If you have blog posts now, but no content upgrades, get started by looking in Google Analytics for your most visited blog posts and start adding content upgrades to your top five most visited posts.
This will get you the most leads in the fastest time.
Once you have those setup, then begin adding them to each new post you create.
If you have time, begin adding content upgrades to other older blog posts (in order of their popularity).
Don’t kill yourself by creating thousands of different upgrades. You can use the same content upgrades for more than one blog post if they have related content.
Want to learn more about content upgrades? Here's a blog post to help you:
How to get more email subscribers: content upgrades boost conversions like crazy
Drive massive traffic to your site with Pinterest
Pinterest is amazing at driving referral traffic to websites and blogs.
Why is this?
Well, you may be surprised to learn that Pinterest actually functions like a search engine mixed with a social media network.
It’s quite remarkable, really.
Just like Google, Pinterest has an ever-evolving algorithm, called its Smart Feed, to display relevant pins to its users.
On Pinterest, you categorize your posts (what they call “pins”) onto boards. You can make a board about anything, even something like “Lead Magnets and Content Upgrades."
Some people think that Pinterest is just for fashion, recipes, crafts, and home decorating. In fact, all sorts of topics are popular on the platform. Popular magazines like Success, Popular Science, and Wired all have Pinterest profiles with large numbers of followers, as well as huge tech companies such as IBM, Samsung, Dell, and Sony.
This means that - regardless of your industry - your content can get found when you create keyword-rich content on your profile, boards, and pins.
As people come across your boards and pins using the Pinterest search function, they start to follow you and your boards, and they share your pins by pinning them on their boards – this then leads to even more people seeing your pins.
If your pins interest the Pinterest users, then they can click on them to go to your blog posts or to download your lead magnets.
How to get started using Pinterest
Your first step is to create a Pinterest profile that attracts your ideal client. Tailor your profile, your content, and your Pins to these amazing people who just waiting to find you!
In your bio area, include some brief information about who you help, how you help them, and then include a sentence about your lead magnet with a link to its opt-in page.
Weave in keywords that will help people to find you. Search engines use keywords to drive their algorithms - Pinterest does as well. Keywords help Pinterest know what types of content you produce, and it uses that information to show your boards and pins to people who are interested in it.
This means if you pin a lot of photos of cute puppies, Pinterest is going to fill your home feed with more photos of cute puppies - Not that I would know anything about that from personal experience. (-:
By creating a strong Pinterest profile, you ensure that your RIGHT people find you and that they follow you.
Create boards on Pinterest that your ideal client will get value from and will want to follow. As I mentioned boards are essentially ways to categorize your content.
Shoot to have at least 20 boards on your profile that relate to your area of expertise. There is no ideal number, but you want to have a good array.
Keep each board very specific. For instance, a fitness professional might have the following boards: Workouts for abs, Kettlebell workouts, Healthy post-workout shakes, etc.
Add keywords and descriptions to your board descriptions - this will help people find it when they search for the topic in Pinterest (and in Google).
Then add pins to your board. A good goal is at least 150 pins. Any less than that and your board won't be as interesting.
Be sure to pin other people's content in these that are related to your board topic - an array of knowledge will make people more likely to follow them.
NOTE: It's important to remove any boards you have created that are irrelevant to your ideal client (For instance, are you a fitness professional? Then get rid of that board you create for organizing your kids' room - you can always make this a secret board that only you can view.) Otherwise, your content will be diluted and the Pinterest algorithm may suggest your content to people who are not your ideal client.
How to create great pins on Pinterest
Create pins for your lead magnets and your blog posts.
You can create these in Canva (they even have pre-made templates to help you out) and make sure that they are vertical images, not horizontal. The standard size is 735 x 1102, but feel free to go even taller if you want!
Remember to write compelling, keyword-filled descriptions for your Pins - about 2-4 sentences is usually perfect. Avoid using #hashtags since the Pinterest algorithms don't "like" them.
Pin different lead magnets and blog posts to your boards. You can put the same pin on different boards. But, you can also create multiple Pins for the same blog post and lead magnet and Pin them.
Schedule your pins
There are 2 tools that help you do this effectively: BoardBooster and Tailwind. I like both for different reasons, but lately, I have been using the heck out of Tailwind. You want to be pinning A LOT. These two tools will automate this process and once you set them up, they don't take much to maintain them.
TAKE ACTION: Get on Pinterest if you aren't there already. Work on creating a magnetic, key-word rich profile that will attract your ideal client.
Just start small - Create one or two topic-focused boards and write the descriptions for these. Hide any irrelevant ones that you have.
Do a search in Pinterest and pin relevant content to your boards.
Next, begin to create pins for your lead magnets and blog posts. Pin these to your boards as well. Rinse and repeat.
Once you have the beginning steps down, sign up for an automated tool like Tailwind or Board Booster that will accelerate your process.
As you add more boards and more pins to Pinterest, each day you will see wins. Your traffic will go up and you'll get more email subscribers.
Any additional tips? Add them in the comments below!