Are you looking for a new way to drive traffic to your quiz and generate leads? What if I told you can do it on autopilot with Pinterest?
Pinterest is not just another social media platform. In fact, it’s not social media at all, it’s a visual search engine. With over 250 million monthly users it’s the second biggest traffic driver after Google, making it the perfect tool for lead generation. Better yet, it’s free!
Pinterest users love to browse for inspiration and save interesting content (including services or products they’re considering). For that reason, Pinterest pins can have a long lifespan and drive traffic long after publishing.
So how can you use a quiz for Pinterest lead generation? Let’s break down each part of building a successful Pinterest pin to promote your quiz.
Map out your Pinterest funnel
To collect leads with Pinterest, you’ll need to set up a simple system that captures emails and turns quiz takers into subscribers on an autopilot.
This automated process of taking someone from a Pinterest viewer to a subscriber (and eventually a buyer) is called a Pinterest funnel. Essentially it’s taking a bunch of people and guiding them through the steps you want them to take.
The good news is that Pinterest excels at generating leads for you, if only you spend a little time setting it up first. To make it easier on yourself and visualize what needs to happen to a lead within the funnel, I’ve mapped out a Pinterest funnel for your lead magnet quiz.
Here’s what your funnel is going to need:
- Your pin(s). On Pinterest, there is only one way to capture leads and that’s through the pins you create.
- Quiz landing page. This is the page visitors will land on when they click the link on your pin.
- Opt-in prompt at the end of the quiz. Quiz taker will be prompted to give their name and email in exchange for the result.
- Custom result page for each quiz result.
- Automated email sequence.
In this post I’m focusing on the basics of creating a successful pin that is attractive and clickable.
Ready to get leads on Pinterest? Click here to create your quiz!
Make a landing page
First things first… when someone clicks on your pin, they’re interested in your quiz. Don’t make people scroll and look through your site in search of the quiz you promised. Cater it to them on a silver plate – create an optimized landing page for your quiz!
A good quiz landing page is minimal, without distractions and straight to the point.
Create irresistible pins for your quiz
There are two crucial parts to creating a successful pin that drives traffic and generates leads: great pin design and strategic use of keywords.
The look of your pin determines how likely people are to click on it. Your pin needs to be irresistible and it needs to entice people to click. There are several factors that go into designing a successful pin, including image dimensions, copy, images and colors.
Vertical and long pins
Although you can find pins of different sizes on Pinterest, long vertical pins are favored by Pinterest. There are two simple reasons for this.
First of all, long vertical pins have more space for your offer, images, copy, and branding. The second reason is that vertical pins take up more space in Smart Feed and stand out. The bigger the pin, the better you can see it. Makes sense, right?
Take a look at this screenshot below. Can you spot the small pin?
It may take a while… but it’s in the bottom row. It’s barely noticeable among the long colorful pins. Did you notice that there’s a square pin on this screenshot too?
The first rule of a successful pin is to make it longer than it is wide. Pinterest recommends a 2:3 ratio, meaning the image should be 1 1/2 longer than it is wide. Examples of 2:3 ratio include 600×900, 735×1102, 600×1260 and 1000×1500.
What about those long giraffe pins that take up half of the feed? Pinterest no longer condones images that exceed the 2:3 ratio. For example, if your image is 600 pixels wide, it can’t be taller than 1260 pixels. Images that exceed the 2:3 ratio will be cut off in the feed and may be penalized by Pinterest.
Use colors and good imagery
What is a good image? Eye-catching, crisp, clear and high-resolution.
Think about how you use Pinterest. If you scroll through your Smart Feed, what catches your eye? Is it dull colors?
It’s the vertical pins, especially if there are bright or contrasting colors on the pin. We’re immediately drawn to the yellow pin in the top left corner, followed by the bright colors in the middle.
Bright colors stand out from a sea of pins. Take a look at your brand color scheme and try to incorporate a bright color in your pin copy, background or images.
Look at this pin from A Branch of Holly. The red jumper is quite the show stopper, isn’t it? Such clever use of color definitely makes you stop and look at it.
Branding and design consistency
Pinterest is an endless ocean of content. When you instantly recognize someone’s pin while scrolling, it’s safe to say their pins are very well branded.
Well-branded pins have consistent branding and design which makes the pins recognizable.
These are the elements of a well-branded pin:
- Consistent colors scheme and fonts. Pick a few colors from your brand color scheme and up to 2 fonts you use across your website and other social media profiles. Fonts should be legible even on a small mobile device screen.
- Consistent graphic design elements. A graphic design element can be a custom design element or a simple icon, arrow, line etc.
- Logo. Include your logo in an image form or text form (like yoursite.com).
- Consistent pin layout. Pin layout is the way your text overlay, logo, images and design elements are laid out on a pin. The rule of thumb is to keep your pin layouts consistent with each other.
Let’s look at a few examples.
Meera Kothand from meerakothand.com creates pins that can be recognized from a mile away. She always uses her brand colors and fonts, includes her logo on the bottom and accentuates impactful words with a black background. The text underline is an example of consistent use of a graphic design element.
Louise from solopreneursidekick.com excels at creating well-branded pins. She uses distinctive graphic elements, always includes her logo and stays true to her fonts.
One last thing… don’t forget that your quiz pin (and other pins) are an extension of your website and branding. Imagine this… Pinterest browser, a potential lead, finds your quiz pin compelling and clicks through to your quiz landing page. Is it a seamless experience? Or is your landing page design and color scheme completely different from your pins?
Write effective keyword-optimized descriptions
As mentioned earlier, keyword optimization is the second important element of creating a successful pin on Pinterest.
A Pinterest description is a block of text shown next to the image after you click on a pin to make it larger. The pin description has two purposes. Firstly, it should manage expectations and make it clear to a viewer what they’ll find after they click through to the website.
A well-written pin description can also help you rank in search results and show up on Smart Feed. That’s why it’s important to include keywords and hashtags in your pin description.
Keywords are words and phrases people would naturally use to search for something specific.
Keywords also let Pinterest know what your images and pins are about and to help your content show up in Smart Feed and search results. They’re relevant to your niche and describe the pin.
An effective pin description describes what the pin is about while weaving several niche keywords in the text and finishing off with hashtags.
How to find keywords
The point of keywording is to attract your target audience. To find the best keywords you need to know how your audience thinks. What words or phrases would she/he use to look up info on Pinterest?
The best place to find Pinterest keywords is the search bar. Type in your main keyword and run the search. Pinterest will display a row of colorful tiles below the search bar. These are related keywords to the one you typed in and you can use them in your description.
Forming a cohesive description
Although it might seem tempting to take the easy way out and type out a bunch of keywords, don’t do it. Pinterest is not a fan of keyword stuffing.
The official suggestion is to write conversational and keyword-rich descriptions. Instead of simply listing keywords, write 1-3 regular sentences and aim to weave in several keywords.
Meera Kothand’s description engages the reader by asking questions, makes it clear what you’ll find when you click the link, and includes a call to action. Keywords like email list, email list growth, grow your list are used throughout the text.
Here’s another example.
Hashtags on Pinterest work the same way as on other social platforms. When someone searches for a hashtag the newest pins with that hashtag show up on the feed. Pinterest currently recommends using 1-2 well-performing hashtags, but no more than 20 hashtags per pin. List them at the end of the description.
Which hashtags to use? A good practice is to use hashtags that include keywords that someone would naturally search for.
When it comes to branding, for example, good hashtags might be #branding #brandstrategy #brandingideas and #branddesign. Only use hashtags that relate to your pin content and your brand itself.
If you feel at a loss, gather inspiration by looking at what hashtags other people in your niche are using.
Experiment to get the best results
Not all pins are created equal. Some barely get traction, others rank like crazy and make people click. If you publish just one pin design, you’re probably leaving leads on the table.
Best way to find out what makes people click is to experiment. Create at least two different pin designs with different copy and descriptions. Modify the design, switch up graphic elements, use different copy, write a new description with other keywords etc.
Here are a few examples.
Kate from Betty Means Business has modified the design just a little and switched up the text overlay.
These pins from Station Seven link to the same blog post but have different text overlay, layout and description.
Promote your quiz to get more out of it
The wonderful part of generating leads on Pinterest is that it’s completely free. That doesn’t mean you can’t amplify your pin and make it more visible! You can make the most of your quiz by promoting it to a bigger, more targeted audience with Promoted Pins.
Promoted Pins are Pinterest’s version of paid ads. A promoted pin is a regular pin that you pay to promote. When you promote your quiz pin, it appears to your target audience where they are most likely to see them without interrupting user experience.
Keep track of analytics and tweak as needed
Don’t get too hung up on checking your stats right away. Pinterest is a rather slow platform and it takes a while for pins to circulate. Let your pins circulate for a month, then check the Website section (especially the Clicks tab) of your Pinterest analytics and your Google Analytics page views.
Pinterest tells you three stats: impressions, saves, and clicks. Since your goal is to collect leads with your quiz, you want to look out for the number of click-throughs.
Impressions are the times your quiz has been seen on Pinterest. This does not mean users interacted with it.
Saves are the number of times your quiz was saved to a board.
Clicks are when someone clicks on your pin and visits your website. Although clicks are the most important metric, this number may not always be accurate. I suggest relying on Google Analytics data to see how many users actually clicked through to your quiz landing page and which pin is the main traffic driver.
If you have multiple quiz pins circulating, you might find that some do better than others. Study the pins that are doing well and try to identify what makes them work. Is it the bright and well-designed graphic? Is it the description with keywords that help the pin rank? Try to figure out what you can improve about the other pins to make them perform better.
Follow up with more value
One last thing… You designed awesome graphics, wrote descriptions with keywords and hashtags. People are clicking, taking your quiz and signing up. Now what?
Don’t leave them hanging! If they liked your quiz and signed up for more, it means they’re interested. Make sure you have an automated email sequence set up for each quiz result and deliver personalized tips and value so they won’t forget about you.
We’ve covered a lot of ground and talked about what it takes to generate leads on Pinterest. Let’s sum up, shall we?
Here’s the too long, didn’t read version of this post:
- Well-designed graphics and keyword-optimized descriptions are the two crucial parts of collecting leads on Pinterest. Nail these two and you’re set!
- Your quiz landing page should be a distraction-free zone.
- A good Pinterest image is vertical and in a 2:3 ratio (at least 600*900). Brighter colors and good-quality context images are more likely to make people click. Your pins should also have cohesive and consistent branding: your logo, consistent brand colors, graphic design elements and fonts, consistent layout.
- Your pins are an extension of your website and branding. When someone clicks on your pin and lands on your quiz landing page, their user experience should be seamless.
- A good description is engaging (hooks you in with a question and ends with a call to action) and lets the visitor know what they’ll get after the click. It also includes at least 3 keywords and 2 hashtags.
- Don’t leave leads on the table – experiment with different pin designs and descriptions, analyze analytics and tweak to achieve the desired result. You can also use promote your quiz to expose it to even more people in your target audience.
- What happens after someone signs up to your list? Don’t drop off the face of the earth: engage them and send them relevant info.
Unlike social media, where content gets about 5 minutes of limelight, Pinterest can drive traffic months and even years after you’ve put in the groundwork. It’s the perfect tool for promoting a quiz and generating leads.
Ready to get leads on Pinterest? Click here to create your quiz!