If we’re going to invest time, energy, and maybe more money in outsourcing Pinterest, we need to see conversions. Today’s post will help you understand what Pinterest conversions are and the reasons why your Pinterest traffic isn’t converting.
If you’ve been following me for long, then it’s no secret that I’ve become really invested in marketing on TikTok for the past 6 months!
I bring up TikTok because my audience is really engaged on that specific platform. I’ve been asked some really great questions about Pinterest marketing for business owners.
The most common question I’ve been asked lately is, “I’m getting high views and engagement, but no sales or conversions – and I’m not sure why?”.
This can be super frustrating. As much as we want to serve and inspire our audience, at the end of the day we’re running a business.
What are Pinterest Conversions?
Before we discuss how to convert your audience on Pinterest, let’s talk about what is a conversion!
Well, actually, there are multiple types of conversions.
Your Pinterest strategy should dictate what type of conversions you’re going for on the platform!
Here are a few different types of conversions you could be going for (below I’m referring to a Pinterest user as a “Pinner”):
- Converting a Pinner from clicking on your Pin to clicking through to your website
- Converting a Pinner from your blog post to an email subscriber via your lead magnet (your free offer)
- Converting a Pinner to a paying customer (aka getting the direct sale!)
For example, I would love to get direct sales from Pinterest. But because I have a higher-priced course, I know that a better strategy for me is to use Pinterest to build my email list. Then, once I get people in my funnel, I can nurture and convert them there!
What You Might Be Experiencing on Pinterest Currently
Right now, you might fall within one of the scenarios:
- You’re not getting any views/engagement or conversions
- You’re getting a lot of views and engagement on Pinterest, but no sales
- You’ve had pretty steady conversions with Pinterest, but you know you’d like to increase this number and it’s currently plateaued
The most common scenario I’m seeing and being asked about is scenario 2: high views/engagement and no sales!
4 Different Reasons Why Your Pinterest Traffic Isn’t Converting
Now to the real question, how do we actually convert your audience over on Pinterest?
I’m going to give you 4 different reasons why your Pinterest traffic isn’t converting. Then I’ll show you what you can do to improve your conversions for your long-term strategy.
I want to make a special note. Notice that I mentioned, “improving your conversions for your long term strategy”. I say “long term”, because Pinterest takes time!
Pinterest is a search engine and depending on where your ideal customer is within your funnel, it can obviously impact how long the conversion takes.
Okay, so let’s dive into why your Pinterest traffic isn’t converting!
1. You are Only Making Idea Pins, and/or Not Diversifying Your Pinterest Content
Idea Pins absolutely need to be a part of a balanced Pinterest strategy. They’re the newest Pin format, they’re engaging, AND Pinterest is telling us to make them!
However, this does not mean you need to go overboard on them.
I’ve had some business owners tell me that they’re ONLY making Idea Pins because they typically “get the most impressions”.
Idea Pins are a great way to build your engagement, and yes, boost those monthly views. But Monthly views do not equate to sales!
You can tag products and affiliates in your Idea Pins. But, depending on where the Pinterest user is within their customer journey, there’s a solid chance they won’t be ready to buy from you just yet!
This is why it’s important to also be creating Standard Pins and Video Pins! The Pinterest user might engage with your Idea Pin and even follow you. But, it might take them visiting your website and/or signing up for your email list in order for them to ultimately make a purchase from you.
Plus, if they’re visiting your website AND they sign up for your email list… these are types of conversions within themselves!
If you’d like to learn more about the importance of diversifying your Pinterest content, I’ve got an entire blog post you can read more about here where I’m breaking down that exact topic!
2. You Don’t Have a Solid Pinterest Sales Funnel
If you don’t have a solid Pinterest sales funnel, this could definitely impact your ability to convert your idea person on Pinterest!
But for now, here are some of the reasons why not having a solid Pinterest sales funnel could negatively be impacting your Pinterest conversions:
- The first step to the Pinterest sales funnel is your ideal audience entering in their keywords for their search. If you don’t have a keyword strategy, and you’re not optimizing your content for the search engine, this will create a huge disconnect. When you haven’t optimized your content for the search engine, then you’re making it really challenging for your ideal customer to find you!
- If you don’t have eye-catching Pins images/designs. Even if your ideal customer finds you on Pinterest, they might scroll right past your content if it’s not visually appealing or hooking them in
- You don’t have a clear CTA (call-to-action) on your Pins. Sometimes your audience needs you to tell them exactly what they need to do!
A great way to learn more about converting your audience on Pinterest is by downloading my FREE Pinterest strategy guide! It’s got 7 easy-to-follow steps to kickstart your Pinterest marketing strategy.
3. You Don’t Have a Solid Sales Funnel For Your Business
I always say this as it pertains to ads, “Ads won’t fix a broken funnel”.
When I say a funnel, I mean the customer journey you’re taking your ideal person on. That way they can decide if they want and need what you’re offering!
If you’re thinking, “Emilee, can we go back a second, I need a refresher on what a sales funnel is for my business”, you can check out this blog post here!
Unless you have a really strong website strategy and a great conversion rate for your cold audience converting on your website… you’re going to need a solid sales funnel in order to get the conversions.
This means once people get to your website, how are you getting them on your email list? Once they’re on your email list, what’s your welcome or nurture sequence like for your emails?
Are people opening your emails, and if so, are they ultimately buying from you?
Your sales funnel definitely could be an issue if you’re actually getting people to your site, but you still aren’t getting sales!
I would look at the sales funnel, and look for bottlenecks, or where people are dropping off!
4. You Haven’t Given Pinterest Enough Time, Especially With Your Unique Audience
This is pretty simple. If you’ve just got started on Pinterest, then you really haven’t given the platform enough time.
Pinterest is a search engine and it can take 3-6 months at least to really start gaining traction and seeing those conversions.
Depending on your audience and what you’re marketing, this can also impact your conversions.
For example, a B2B audience (business to business) can take more time and be a more challenging conversion than B2C (business to consumer).
With my audience being B2B, it’s a bit more challenging. It might take my potential customers more time to decide if my course or services are the right fit for them.
Let’s Wrap it Up
Let’s be honest, unless it’s really just a hobby, most business owners are not marketing on multiple different platforms for the “fun” of it.
You’re marketing on different platforms to increase your website visitors, email subscribers, and ultimately sales… right?
Whether you aren’t seeing any traction, or you’re getting views and no conversions, it might be a good indication that it’s time to switch things up a bit!
Here’s a quick recap of what could be causing your lack of conversions:
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- Only making Idea Pins, and/or not diversifying your Pinterest content.
- You don’t have a solid Pinterest Sales Funnel.
- Not having a solid sales funnel for your business.
- You haven’t given Pinterest enough time, especially with your unique audience.
If you’re ready to learn more about how to use Pinterest strategically for your business and actually convert your audience, you’ve got to download my FREE Pinterest strategy guide, or take the plunge and get on the waitlist for my signature course, Pinterest Marketing Magic!
