Pinterest for Biz: Measuring Success (or Lack Thereof)

Pinterest for businesses has been discussed more times than I can count in the last few months. And the response has been overwhelming! Businesses are creating accounts and pinning like crazy. But before they do that, they really need to stop and ask themselves: how can I measure the positive impact, if any, Pinterest has for my business?

As Josh always says, “You can’t manage what you can’t measure.” That mantra is stuck in my head and you know what? It’s definitely true! Why would you do something for your business if it doesn’t bring a positive return in some way? A sale, a lead, something!?!? The answer is: you wouldn’t. You wouldn’t pay someone to sit around and stare at the wall because it doesn’t provide value. Similarly, you wouldn’t want to spend hours a day pinning if it isn’t doing anything for your business.

The reality is: not every social network is right for every business.

So, in Part 2 of this series on Pinterest, I’m going to outline some ways you can measure success from Pinterest for your business:

Traffic

Traffic to your site from Pinterest is an immediate benefit that you can easily measure. If you have Google Analytics you are able to identify the number of people coming to your site via pins. You can see what page they are entering through, and thus know which pin(s) are generating the most traffic. Do people respond really well to pins about your office antics or do they care more about pins related to your products/services?

Once you identify your successful pins, you can spend more time creating pins of value and bringing traffic to your site. If you see that after pinning for several months, you just aren’t getting the traffic you hoped for, I recommend re-evaluating what you are pinning or stopping altogether.

Conversions

Conversions are what a website is all about, and as web marketers our job is to ensure the number of conversions increases month to month. As we already discussed, if you have Google Analytics you can easily identify people that are getting to your site via Pinterest. From there, you can see what those users did on your site. Hopefully, they bought a product, requested a quote, or completed some sort of an action resulting in a conversion.

Pinterest could be a great way to get traffic to your site, but if those visitors get to your site and don’t convert, something needs to change. Maybe your landing pages need a call to action (CTA) or the content needs to be re-written. Looking at the behavior of Pinterest referrals once they hit your site can be an eye-opening experience.

Measuring success on Pinterest isn’t that difficult, so do it! It can be easy to do things just because everyone else is, but taking the time to look at the facts saves you money and stress in the long run. And don’t forget – “You can’t manage what you don’t measure!”

Missed Part 1 of my Pinterest series? Read it here.

Geoff is our fearless leader – President & Owner of TKG, a role he’s held proudly for the past 15 years. He likes to talk “big picture” online marketing trends and strategy, and how/why businesses can use the web to achieve their goals. He’s also a passionate Steelers fan; we felt you should know that.

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