98% of Pinners report trying new things that they find on Pinterest.1 The interesting word here is 'new'. A search that starts with 'Fourth of July', might lead to 'summer parties', which could then lead to a search for 'outdoor furniture'. This is how discovery works. Getting your business to show up online in unexpected, yet still relevant places, can increase the likelihood of people saving your Pin or clicking on your ad. This is that sweet spot where a person becomes a customer.
Are you only targeting the expected brand or product terms online right now? This could mean that you’re just acquiring a certain volume of customers rather than adding growth and creating new customers.
To create customers, use Pinterest’s expansive interest targeting options to bring your Pins right up to the edge of relevance – where people find new ideas and businesses find new customers. Launch campaigns with broad interests targeting all placements, and optimise to the best performing sub-interests.
Does your Pin look like a display ad from 2005? Does it lead to a landing page that has nothing to do with the Pin? If your answer was 'Yes', then that’s why your click-through or conversion rates aren’t where you want them to be.
The best performing Pins lead Pinners to new ideas with engaging stories. An idea-first Pin, with the product or benefit as the hero of the story, should clearly convey your idea right away. Provide a clear call to action (visit, shop, try) in the image or Pin description.
Give Pinners a reason to act with a clear value proposition (special offer, benefits, sale, price). The Pin description should also include details like the brand, product, and key features or benefits. And your landing page should complete the story, fulfilling the desire created by the Pin.
So how will you know if you’re creating new customers? You have to understand where they come from; customers aren’t just dropped on your doorstep. They’re inspired, engaged, loved – and eventually they make a purchase.
To ensure that you’re creating customers, use a 30-day attribution window to identify where and how your highest-value customers are created.
Take care of your campaigns
Just like taking care of your customers, you need to take care of your campaigns. Ask yourself these questions as you’re setting them up:
Is my targeting helping me reach people in unexpected and new ways? Am I creating or collecting customers?
Does my Pin tell a great story and lead to a place where someone can take an action? Am I telling a great story with my Pins and landing pages?
If I’m growing my customer base, is my attribution window set up in a way that allows me to measure accurately?
1Nielsen study 'Pinterest: Platform & Content', May 2017
– Evan W, saving to Cool Guitars