Are you looking to improve upon your existing Pinterest marketing strategy? If yes, then the upcoming lines will surely help you transform those pins into more clickable entities. Up till now, most of us have been inclined towards Instagram and Facebook for upgrading the social media marketing blueprint but lately Pinterest has shown some untapped potential and come out as an unexpected winner. However, for generating conversions, sales and even leads— one must adopt an out-of-the-box approach rather than the usual chores of repins and likes.
#1- Storytelling with Cropped Images
We all love stories as it piques our curiosity to different levels. Images, on the other hand, are the best describers when it comes to the moment of reckoning. When Pins are considered, images and snapshots must be used on a regular basis— in order to promote the content in a better way. According to David Ogilvy, an advertising professional— right set of images will make viewers look closely at your content and once the attention has been grabbed, they will usually ‘click through’ to the website for learning the rest.
Many marketers are already using images but with average results. Again, the revenue depends upon the nature of graphics as we need to thread a story rather than including stock photos into the scheme of things. Another mistake made by many is the persistent use of overlaid text which at times can be extremely repulsive and most users will actually skim over the content without even looking at it. Bring out an anecdote with vibrant images for generating traffic.
#2- Visual Design supports ‘Calls-to-Action’
CTAs have been there for years and we as users are kind of expecting them while visiting websites. Pins are no different and provide ample opportunities to the marketers for putting forth their ideas and the subsequent call-to-action.
Start creating a pinnable image, combining visual elements with a clear ‘text-based call’. Put across an actionable element, resembling a tab. Viewers who will relate to your stories and visual snippets are expected to provide a click-through.
#3- Maintain Curiosity with Partial Revelations
At Pinterest we have a concept of ‘Curiosity Gap’, offering partial or no information to viewers in the first place. The revelations are only insights regarding the detailed post and this will surely bring in more click-through results for your website. One can incorporate text overlay upon the pinned image besides tweaking the description or even the title. Some marketers might prefer doing all three— creating a pin that promises a lot and delivers only when it is clicked. Again, look for a treading topic which users might find useful.
Once the topic is zeroed in, create a pin which tempts the followers into viewing the information underneath the image. Most companies which create mobile and desktop applications are slowly using this idea— enumerating one small feature over the pin which is in sync with user requirements. Followers will inadvertently click-through as anything related to technology makes a great pin.
#4. Tapping into the Fear
This might sound a tag greyish but it actually is the most potent option for the marketers. Most users look for ideas, offers and subscriptions on a timely basis with a seething fear of missing out on the best possible deals. The feeling of urgency needs to be brought up by the Pins. Put in offers which will expire in a few hours or something that might not make sense after 10th of May. This brings us to the concept of FOMO i.e. ‘Fear of Missing Out’— an idea extremely popular over Pinterest and other social media platforms.
It is FOMO which makes us run in for quick offers— irrespective of Pin’s content. Try to make the viewers nervous as if they would be missing out on something life-changing if the pin isn’t clicked on.
The idea is to be subtle and not to push the envelope. Click-worthy pins are generated only if the fear is harnessed and not exploited.
Bottom Line
Pinterest is growing in stature, mainly due to the upsurge of ecommerce. Frankly speaking, this platform generates massive amounts of traffic for blogs and websites, alike— tapping to the visual side of information. Pinterest, however, is an extremely saturated space and the competition is extremely tough as the bigger firms clamor for revenues.
Unlike this post, most will enumerate ways to get shares and repins which aren’t exactly appropriate for businesses as they are mostly looking for leads, sales and conversions. For topping the pecking order, marketers must follow the mentioned ideas as these will surely drive-in more traffic into the concerned website.
