Is Pinterest Good At Increasing Web Traffic?
We were approached by a client who was looking to drive traffic to a recently re-launched website, with the goal of increasing their search engine optimization. The site had lost most of its past data and traffic and was essentially starting from scratch.
After our client conveyed that their website was the place where their customer’s made their online purchasing decisions we sought to choose a top-of-funnel content platform that would be best for increasing web traffic as quickly as possible.
Our solution? Pinterest.
If you’re a data-driven person, here’s a quick synopsis of what we were able to accomplish in just three months time.
In the time frame stated, we were able to increase our client’s metrics significantly. Impressions went up by 489% (a total of 12.81k), Engagements increased by 303%, and total audience climbed 978% (to a total of 8.25k). Wow!
Website
Within one month of our strategy launch, Pinterest became the top referring source of traffic for the website. Sessions increased by 43%, pageviews by 14% and total users by 29%!
You can see here that close after re-launch, we were quickly on the path to improving on both the past period’s, and past year’s results and that results closely correlate with Pinterest data seen below.
Are these typical results?
For us, we can confidently say yes, BUT it is important to note that is publicly accepted amongst marketing circles that a well-planned Pinterest strategy can take at minimum three months to start delivering similar results and more commonly up to 6 to 9 months to really start packing a big punch! We say this because whilst we are obviously very excited to see such exceptional results starting practically from scratch, it is important to be realistic about the role marketing plays in your business and how long it might take to see ROI.
This is also why we require a 6-month minimum commitment for any of our packages.
Don’t Believe Us
Take a look at some of our results from this campaign below.
Graph showing Pinterest save rate pre- and post- campaign launch
Graph showing Pinterest outbound click rate pre- and post- campaign launch
Graph showing Pinterest monthly total audience pre- and post- campaign launch
Graph showing Pinterest impression rate pre- and post- campaign launch
If you are likewise looking to increase web traffic through Pinterest, here’s a few things you should consider:
Your audience: we have found that Pinterest is very good at reaching a wide audience. If your product is bound by a geographical location, Pinterest organic may not be the best fit for you upfront.
What Pinterest can and can’t do: Pinterest is an excellent top-of-funnel content marketing platform. It can drive crazy amounts of traffic. If you are utilizing it, but still not seeing conversions, it may be time to look at improving your website for conversion.
Increase Nurture: an excellent way to increase trust with a viewer from Pinterest is to direct them towards a blog on your website that can further educate and prime them. In that blog, make sure you have some kind of conversion tool, like an offered downloadable or email signup.
Design = Strategy: Pin design is of utmost importance. Be intentional about making your pins stand out amongst a veritable sea of other pins.
Have Patience: like we said any platform takes time to perform. Don’t give up after a few weeks. Stick with it!
Bonus Tip
One thing that worked really well in this project is that we utilized a strategy upfront that optimized for platform engagement, to first increase traffic to our client’s Pinterest profile. After all, you can’t drive traffic to your site, until you first drive traffic on Pinterest!
To do this, we created inspiration pins featuring wise quotes from our client in the form of phone wallpapers. We hoped to increase brand awareness while simultaneously inspiring and uplifting our audience. To this day, these are still some of our top performing pins. The takeaway? Think creatively — sometimes an indirect path is the most direct path.
Want results like these? Get in touch!