April 16, 2015
As I mentioned earlier this week, Pinterest is rolling out promoted pins to businesses that are active on Pinterest. This is the ability to promote certain pins to an audience based on demographics that you find important to your business. I recently ran a test campaign (which I paid for, this activity nor this post are promoted or sponsored by Pinterest), to see how this new marketing tool works.
For my first campaign I decided to promote the new Business Planning Workbook that I recently released though in your case you might want to feature some of your delicious products that are beautifully photographed. I added some copy that I hope would compel people to click on the pin and/or save it to their Pinterest boards. Obviously, you want to make sure that the pin that you’re promoting actually links back to the right page on your website that you’re trying to drive people back to!
From there Pinterest works a lot like other online advertising platforms. You choose your audience demographics and then input keywords that you feel your target audience might be searching Pinterest for. In my case I used phrases like ‘starting a business’ and ‘small business plan’ among others.
Within promoted pins you can also set how long you want the campaign to run for and how much you want to spend, max, each day on the campaign. Again, for this campaign I decided to run it for a week as this was a test.
So how did the campaign fare? Here are the results:
Not too shabby for a week of promotion. I was also able to track how this led into my site for sales during this time period and found that I was profitable, over and above what I spent for this campaign, in terms of sales.
One the interesting thing about Pinterest is as opposed to other social media tools though is how ‘evergreen’ pins are. Someone may have first found and then pinned my pin during the promoted period, but someone else may find that pin for the very first time today when they’re on Pinterest and pin it to one of their boards and so on and so on. Thus, I wanted to see what’s happened to this pin – and to my sales – since I stopped promoting this pin. Thanks to a combination of Pinterest analytics and my own website analytics, I was able to cross-reference and determine that since this campaign stopped running, this pin has been repined another 20 times, making it the most repinned of my pins in that time period. It’s also gained an additional 9000+ impressions.
But at the end of the day, eye balls are nice but how does this translate into sales. Well, since this campaign ran a month ago, I can track four sales of the book to it. Is that number mind-blowing? Perhaps not. But that’s four sales that I haven’t had to work for at all. That’s four sales where people found my product without me doing anything to promote it or share it or talk about it. So, for what it’s worth, I’ll happily take those additional four sales.
If you’ve run a promoted pins campaign – or if you plan to in the future – I’d love to hear how it goes for you and what you find or learn along the way.
As a reminder, this article was not paid or sponsored by Pinterest in any way, shape, or form.