Prologue

Social Media KPIs form an important part of the marketing endeavors for the brands worldwide.  KPIs are the lifelines for social media marketers. Along with the in-built analytics sections for the popular social media platforms, companies also do extensive research to define and measure the Social Media KPIs as parts of their marketing strategies. “How to set Social Media KPIs” remains a vital question at the back of the head of every marketer.

Most of the companies spend a considerable amount of their time & resources in trying to define & measure the social media KPIs like FB, Twitter, Instagram, LinkedIn, YouTube, Pinterest, etc. and also take efforts to align the Social Media KPIs with their business objectives. Optimizing the time, efforts, resources – in terms of monetary investments & humans employed & cost are the prime motives behind defining & measuring the Social Media KPIs.

In this blog post, we will delve into the intricacies behind defining & measuring the Social Media KPIs for Pinterest or the Pinterest KPIs.

Pinterest is a comparatively younger platform as compared to other social media platforms & was found back in the year 2010. The platform has emerged as a vital channel to reach prospects or current customers & to be in touch with the customers constantly while they are in the process of researching for their buying preferences. Pinterest ads allow marketers to meet their marketing goals & hence marketers need to define & measure their Pinterest KPIs.

According to an article published on SnapRetail, Pinterest is the third-largest source for generating referral traffic across the web.

The marketers need to measure the exact number of visitors on the website through Pinterest for which they need to define, quantify & optimize the Pinterest KPIs. The upsurge in the total website traffic with the help of Pinterest can be measured either with the help of the Google Analytics tool or by using the integrated analytics platform for the brands.

Why Businesses need to Define Pinterest KPIs

Pinterest is a platform of highly engaged audiences. Leveraging Pinterest KPIs not only allows marketers to optimize their marketing endeavors but also allows them to competitively benchmark their marketing endeavors to optimize their campaigns.

In September 2018, Pinterest reported that 250 million people used the platform every month which is 25% more than the number of people who used Pinterest in September 2017. The year over year growth of Pinterest is astounding since Pinterest was launched only in the year 2010.

With more than 175 billion Pins at disposal, there is an opportunity for every type of brand on Pinterest (Source: business.pinterest.com).  50% of millennials use Pinterest every month (Source: omnicoreagency.com).

Pinterest ads allow marketers to reach their business goals whether the marketers are looking to build brand awareness, increase the sales of their eCommerce platform or increase the leads on their website.

The marketers should understand how to make the most of their promotional & engaging content to get relevant audiences on Pinterest – by defining the Pinterest KPIs.

78% of the Pinterest users consider posts from brands as useful & 50% say that they buy something from Pinterest after seeing a promoted pin. (Source: business.pinterest.com).

There are innumerable reasons for marketers to focus on defining & measuring Pinterest KPIs.

Pinterest is an excellent platform for learning & sharing new thoughts & ideas including marketing-based content. Leveraging the optimum use of Pinterest as an inbound marketing platform for promoting “how-to” styled contents, & other visually pleasing infographics (to promote a product or service on Pinterest) is imperative to drive effective marketing campaigns & for the same reason marketers need to define & measure Pinterest KPIs.

Top KPIs for measuring the endeavors of marketing campaigns through Pinterest

Whether the marketers are looking to build brand awareness, increase the sales of their e-commerce products or generate an increased number of leads by optimizing their marketing endeavors, Pinterest ads allow them to excel at all these opportunities. Therefore, marketers need to define Pinterest KPIs & align it with their marketing endeavors.

The following are some of the KPIs that resonate with the marketing endeavors on Pinterest:

1. Total Revenue or Measuring Pinterest ROI:

Growth in the Pinterest account doesn’t essentially imply whether the revenue from the account is increasing or not. To measure the revenue for the accounts the marketers need to define the ROI metrics for their sites: ad income, product selling, email opt-ins, growing the Facebook group, leads, etc.

2. Email Conversions:

The Email opt-in list can be increased with the help of Pinterest. Furthermore, targeting users only from a specific niche ensures that the conversions on the website through Pinterest are optimized.

Promoting the blogs on the brand website which would appeal to the interest of the buyer persona helps in drawing traffic on the blog. The interested prospects can then be re-directed to landing pages.

Landing page design is crucial in accelerating conversions on the website. The brands can always experiment with the designs of the landing pages. Using “split-testing” to test the effectiveness of the landing pages is crucial.

Furthermore, the brands can also experiment with multiple landing pages to further optimize the conversions through the landing pages.

To optimize the number of subscribers through Pinterest the blog should have the following key elements:

  1. A specific niche topic to appeal to the interests of the user
  2. Dedicated landing pages to collect email leads being channelized by Pinterest
  3. Up-gradation of content to appeal to the pinpoints of the prospects

To grow email lists from Pinterest, the following tactics are beneficial:

  1. Using the most researched keywords by the buyer persona
  2. Incentivizing the pins
  3. Pinning the brands’ pieces of content on group boards
  4. Investing in automation tools like Tailwind, BoardBooster & Buffer

3. Pinterest Page Views:

This metric is used to track the number of users being re-directed to the website after viewing a pin on Pinterest. The blog pins or other promotional pins promoting a brand or product may lead to traffic on the website.

Once a potential client lands on a website, the analytical tools (such as Google Analytics) track the activity of the user on the website & the landing pages using a tracking code at the end of the website link.

The percentage of website traffic is driven by Pinterest can be tracked over a while such as over the month & over the years. A comparative study of the increase or decline in the website traffic over some time can give insights into the preferred type of content for a specific group of a buyer persona.

Besides, factors that lead to a long-term increase in the quality traffic on the website from Pinterest can be traced & made compulsory.

4. Repins:

The number of Repins implies that the prospects on Pinterest are engaged with the content. Promoting the type of content that drives more Repins is a useful practice for the brands to drive healthy website traffic.

5. Total number of Followers: 

Tracking the total number of followers on Pinterest is imperative to decide whether or not a content strategy is appealing to the prospects in the long run.

An increase or decline in the number of followers over a while might give useful insights about the loopholes in the content strategy & about some perennial & seasonal trends leading to an increase or decline in the total number of followers on the website.

6. Pinterest Sessions by Individual Viewers:

This metric helps track what the prospects do on the website after visiting it. The activity of each audience through Pinterest can be tracked with the help of Google Analytics.

Delving deeper into analytics reflects what the prospects have done on the website after visiting it. A session is defined as the whole range of activities that a prospect performs between landing on the website through Pinterest (for example, the total number of pages viewed, the ads placed on the website viewed, and the e-books downloaded) & before exiting the website.

7. Percentage of Pinterest Traffic:

The amount of Pinterest traffic as a percentage of the total website traffic can be calculated with the help of analytical tools such as Google Analytics.

Once the marketers have an idea of the social channels that drive traffic on their website, they can research & opt for methods to optimize their traffic through several channels including Pinterest.

Pinterest is particularly impactful in increasing the email opt-in lists & driving quality traffic on the website. The traffic through Pinterest can be optimized by appealing to the interests of buyers of a specific niche & similarly Pinterest profiles of brands can also be optimized for more email opt-ins.

Bringing It All Together

While there are no hard & fast rules to optimize the traffic through Pinterest, the marketers can always experiment with some of the best industrial practices to figure out what resonates best with their businesses & can accordingly define the Pinterest KPIs of relevance to them.

Measuring the endeavors of marketing through Pinterest KPIs is beneficial for the marketers to deduce which strategies will work best for them & which ones need to be abandoned in the due course of time.

We, at Valasys Media, provide our B2B clients with an array of services such as lead generation, account-based marketing, lead nurturing, event promotion services, list building services & content syndication services to name a few. Our services are aimed at helping our clients achieve their core bottom-line objectives such as achieving optimized sales revenue, improved users’ experiences & better returns on their marketing investments (ROMI).

For discovering the pathways to perennially healthy sales pipeline or for any help with the B2B endeavors aligned with the services being offered by us, get in touch with our team of experts.

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