In marketing, there’s still a huge misconception about Pinterest. Some marketers think that it’s useless — just another fad network that people are getting in a tizzy about. But that’s not quite accurate any longer.
While Pinterest may not be perfect for every marketer in every industry, it does offer a huge opportunity for most.It has more than 70 million users and a growing international population. Plus, Pinterest users spend the most money of users on popular social networks — nearly double the amount of money spent from Facebook users and triple the amount from Twitter users. This means that there’s lots of potential leads and customers just waiting to be engaged and converted who will probably spend a decent amount with you.
Sounds like a pretty sweet deal to me, but thinking about generating leads … and actually generating leads on Pinterest are two very different things.
The good news? Pinterest is actually a fairly simple social media network as far as lead generation goes, because there’s really only two ways to generate leads right now. So we’ll walk you through both types of lead generationand how you can optimize pins to make the most of those lead generation opportunities.
Types of Leads You Can Generate on Pinterest
On Pinterest, there are two types of leads you can generate: direct and indirect. It all boils down to where Pinterest is on the conversion path. Here’s the difference between the two:
Direct Leads: Direct leads are generated through content on Pinterest that links directly back to a landing page on your website. On that landing page, visitors can share their personal information (a name, email address, phone number, etc) in exchange for an offer — whether that be an ebook, coupon, infographic, or any other piece of content.
Indirect Leads: Indirect leads are generated by using Pinterest on the path to conversion — but it’s not the final destination before someone gets to a landing page. For example, if you shared a blog post that had a call-to-action to a landing page at the bottom of the post, your initial pin is helping direct visitors to that landing page.
Make sense? Pretty simple stuff.