Pinterest is the most misunderstood marketing channel.
Let’s establish some facts:
- It’s not just moms.
- It’s a search engine (more specifically a future planning search engine).
- It’s a social media where content gains more value over time, so the curve is exponential rather than bell shaped.
- It’s cheap AF.
- No one knows how to use its ad platform, which creates opportunity.
Below is a screenshot of a client’s Pinterest backend. This is a B2B client we get to work with at R+M.
Here is a stat breakdown for 2018:
Total spend – $13,604.29
Total impressions – 9,088,658
CPM – $1.53
Total clicks – 132,980
Average CPC – $0.10
Here’s how you can do this.
Do Search Only Campaigns on Pinterest for the Most Effective Results
Pinterest is a search engine, so treat it like one. Do traffic campaigns that are search only.
Send Traffic to Magnet Content
We’ve found that Pinterest traffic isn’t buyer ready, but they are ready to share their contact info for downloadable content.
We send our Pinterest traffic to ebook landing pages and then put their emails into email nurture campaigns that go for 12+ months.
Make Pinterest Ads That Stand Out
Creative directors are going to cringe at what I’m about to suggest.
Make pins that looks different from everything else, they get cheaper CPCs and higher CTRs.
Below is one of the top 5 most pinned pins of all time.
It looks terrible, but this block format converts.
Pinterest is the cheapest, most effective way to fill the top of your funnel right now.
Think I’m wrong? Harass me on Twitter – @codyschneiderxx
