The Hidden Lead Generation Channel I Bet Your Funnel Is Missing
Rose Guthrie Friday, May 18, 2018
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Most often than not, when you think about filling your funnel with leads, your first point of call is Facebook Ads, potentially followed by Google Adwords and then ‘maybe’ SEO (depending on the expert you listen to).
Whilst all these platforms are great depending on your business, one thing they all have in common is rising prices and high competition. Yes, these platforms are super popular but they are not the only way to gain qualified leads who are ready to buy from you.
THE SECRET METHOD REVEALED
The method I have been using to get leads at dirt cheap or even zero costs is Pinterest. Yes, this hidden tool has been the driving force of 50% of my paid client work in 2017. Here’s the thing that many people do not know about Pinterest:
87% of of Pinterest users have purchased a product (or service) because of Pinterest. If you’re wondering if clients would purchase from your business, remember, I am a Digital Marketer directly and indirectly promoting my services on Pinterest.
Over 5% of all referral traffic to websites comes from Pinterest. This is huge considering there are thousands of referral traffic sources available.
93% of active pinners said they use Pinterest to plan for purchases and 87% said they’ve purchased something because of Pinterest. Imagine your selling potential if your messaging and branding was done right?
Stats taken from: OnmicoreAgency.com
No matter how much you love Facebook Ads, we know the first intent for Facebook users is not to purchase but to stay social. You could even go as far as saying that promoting your business is the same as pitching your business in front of a crowd of people waiting for the opportunity to buy.
HOW DO BUSINESSES TAKE ADVANTAGE OF PINTEREST FOR BUSINESS?
There a couple of steps your business needs to take before promoting your awesome products and services. You need to ensure that you sign up for a Pinterest for Business account. You can do this by registering at business.pinterest.com
The reason you want to do this is to ensure that you get access to analytics which will tell you how well your business is performing on Pinterest. You will be able to monitor the type of interests your pins are attracting, the content that is delivering the most traffic to your website and the overall performance of pins from your website.
No business owner likes to spend time on a platform that is not delivering the ROI they require, so having access to this information is essential.
Think of Pinterest as a showcase. Allow yourself to display your best content and leave a stamp on your ideal clients mind. Make yourself memorable. If 97% of users use Pinterest to plan a purchase, you want to ensure that your brand is the name they remember when they are ready to purchase.
WHAT TYPE OF CONTENT DOES WELL ON PINTEREST?
I will be real with you, Pinterest is great for lead generation so your main goal is to write amazing content that will make the reader click through to your website. Once they are on your website, you have to make sure you fill them with gold. Make it easy for them to want to provide you with something in return for the information you have just shared.
There are no hard rules about what you can and can not promote (as long as it’s legal). The types of content that is recommended are:
Sales Pages (however, driving traffic to a sale is harder than driving traffic for a lead)
Links directly to ecommerce stores with buyable pins (read more on buyable pins below).
If you’re an ecommerce owner, you have the added bonus of being able to create something called ‘buyable pins’. If your store is on Shopify, you have the added benefit of being able to create pins that allow users to purchase your products directly from the platform. This reduces a step in the buying process and has the potential of improving purchase rates.
IF PINTEREST IS BEST FOR LEAD GENERATION, HOW DO I RETARGET PEOPLE WHO ARE READY TO BUY SO THAT THEY CAN ENTER MY FUNNEL?
This is where things get interesting. With a Pinterest for business account, you have the ability to use a Pinterest Tag which works in a similar way to the Facebook Pixel. This allows you to add a tracking code to your website so that you can see who has viewed what on your website.
Whilst using Pinterest organically can produce great results on its own, you can also take advantage of Pinterest promoted pins and retarget people who have visited your website with a pin enticing them to purchase.
Not only that, but assuming you have a Facebook Pixel installed, you can use Pinterest to generate leads at a lower cost and retarget on Facebook to make the purchase. Cool, huh? I told you so!
So now you know about this hidden traffic generating method, when are you going to implement it so that you can fill your funnel faster?
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