Effective Email List Building Using Pinterest

Pinterest holds tremendous potential for brands to acquire new customers as well as interact with current customers. According to ComScore, Pinterest has 11.7 million unique visitors per month which means 2.5% of total Internet users visit Pinterest daily.

The essence of marketing on Pinterest is to showcase, ‘Pin’, the best images. It’s not how beautiful, but how relevant such images are to your audience. Using the power of an image, companies can create interest around products, display more in depth aspects of their business, and ultimately create more personal and visually pleasing social experiences for their audiences.

One thing to keep in mind is that the pictures being posted need to be worthy of being repined. The better the image, the more likely a user will click on your picture for further information, which is linked to your landing page and opt-in.

The key is to make an irresistible offer, something of value in exchange for their name and email address. The offer could be anything, such as, an eBook or complementary coupons.

Below is an example of our eBook, From Audience to Evangelist: Lifecycle Email Marketing 2.0, on Pinterest.

Choose the best image to represent the eBook, and then Pin It. In this Pin, the cover for the eBook is used.

Pinning an eBook on Pinterest.

In the description of the eBook, include a link to the landing page so it can be downloaded. When a user clicks on the Pin mentioned above, they are directed to the eBook landing page. As you can see below, it includes a detailed description followed by a link to either register and download it for free, or to buy it on Amazon.

Write a detailed meta description of the landing page.

You can also do this with books, presentations, videos, content, services or products that have landing pages.

If your image and offer are compelling, your pins will be repined by other users thus sending more traffic to your landing page. Keep track of the traffic and leads generated from Pinterest so you’ll know how effective this platform is compared to your other marketing efforts.

Adding the “Pin It” and “Follow” buttons to your web pages when executed properly, will allow you to reach new people outside of your subscribers, thus generating new leads, and ultimately, converting them into clients, all through the power of social sharing.

Using “Pin It” buttons on your website’s pages ensures that all of your pins will link back to their source. Make sure you have an eye-catching landing page for Pinterest users who link through to your site.

Through your Pinterest boards and pins, you’ll receive highly targeted traffic to your landing pages. Once you start receiving traffic from Pinterest, your list will start growing with targeted subscribers.

Pinterest can definitely be a boost to a company’s marketing efforts. The trick is to brainstorm a creative angle to take and then execute a strategy. The possibilities with Pinterest are endless.

In my next post, I’ll tell you how to engage existing customers using Pinterest.

Madison Murphy
Marketing Coordinator, WhatCounts

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