Imagine you are craving some watermelon. You go to the Farmer’s Market and the first stand you see contains watermelon. You pick one out and buy it. The merchant didn’t have to do any selling at all.
You came to the Farmer’s Market with the intent to find some watermelon.
A lot of Pinterest users browse Pinterest with the intention of finding something.
This is a very good thing. Why? Well, just like the watermelon example when someone has an intent they are ready to act.
If someone is searching Pinterest to see which Pinterest tool they should use, they might come across my pin about my post on Tailwind vs BoardBooster. From there they can read the post and make a decision on which tool they want to go with.
The extra benefit to me? The post has affiliate links to both tools (I use both so I have no problem promoting either one) and so hopefully my post is what pushes them over the edge in making a decision.
Pinterest is valuable because it can help you capture the people in your target audience that have the intention of getting a problem solved. If you can get these people into your sales funnel you have a much higher chance of converting them to customers than those people that just randomly pass by your site.
However, don’t think that every Pinterest user is created equal. Most of the people that come to your site from Pinterest do so because they see a pin from your site in their main feed. It intrigued them so they clicked over to your site. They aren’t looking for a specific soluton to a problem, they are just browsing. There is a good chance they will just leave.
The ones that find your pins through Pinterest search are the ones that hold the most value. Similar to people that come across your site from Google search engine results.
Your best chance at grabbing a customer will be from people in this group.
The Four User Quadrants
Pinterest themselves explain how users fall into 4 quadrants.
These 4 different modes mirror the customer journey. If you are unfamiliar what the customer journey is it goes something like this:
- Just looking around because I’m unsure if I need anything.
- Maybe I could use that because I do have that problem.
- Narrowing it down because I would like to find a solution to this problem.
- I know what I want.
Think about Twitter, Facebook, or Instagram. 99% of the users on those platorms are there to simply browse. They don’t go there to find solutions. Pinterest is as much as a marketing platform as it is a social network.
This is just one of the billion reasons why it is awesome.
Let’s take a deeper dive into each mode.
This person is just randomly browsing Pinterest. They have their specific interests, but aren’t looking for anything in particular. When promoting your blog this is often the person you think about and hope that they will find your pin enticing enough to click it.
This doesn’t happen very often.
The explorer is on the lookout for something, but isn’t quite sure what yet. They might know they want to find something related to working from home or losing weight, but aren’t quite sure.
If your pin happens to cross their path at the right moment then good for you!
The sprinter still isn’t quite sure what they are looking for, but they know they need to find it soon. They are in a rush to find what they need, if only they knew what it is.
The finisher knows exactly what they need and will stop at nothing until they find it. Instead of aimlessly browsing Pinterest, they use its search functionality to find exactly what they need.
Access All Four Quadrants
Your pins will have access to people in all four quadrants, but that doesn’t mean all four will act the same as you can imagine.
Take a look at this chart:
In August, Obstacle.co’s pins were being seen by 100s of thousands of people, but less than 5% acted on them (liked, repinned, commented). This isn’t a bad thing when you consider that most people could be considered as Browsers and they are looking at 100s of pins in a matter of minutes.
But this chart also shows you why it’s important to make sure that your pins are seen by as many people as possible and as frequently as possible.
The Explorer might need to come across your pin 5-7x before they finally act on it. Pinning once and praying isn’t going to get the job done.
Your first goal with your pins is to make sure they get in front of Finishers. Understanding Pinterest SEO will help with that. After that it is all about exposure.
Big brands understand the value of exposure. It’s why you see the same ad on TV 25x in a month or hear the same jingle on the radio for months on end.