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How to Get Followers on Pinterest: 25 Tips for 2022

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How to Get Followers on Pinterest: 25 Tips for 2022

Equal parts social media platform and search engine, Pinterest had over 431 million active monthly users in early 2022. But the popularity of the platform means it’s a crowded space, and the task of getting followers on Pinterest can feel daunting.

Fortunately, there are tactics you can implement right now to increase your real follower count on Pinterest to increase web traffic, drive sales, and help your grand gain authority.

Here, we’re going to dive into everything you need to know to grow your Pinterest audience today.

1. Use a Pinterest business account.

On Pinterest, business accounts have access to tools such as unique content formats, advanced analytics, shopping features, and the ability to create an ad account to promote your content. 

When creating a new account, you can opt to turn it into a business account during the setup process. If you have an existing account, you can convert it to a business account to maintain authority.

2. Optimize your username and Pinterest bio.

Your username and bio are completely searchable. Make sure you include search terms related to your niche that your customers may be looking for on Pinterest to increase profile visibility. 

For example, content creator Chelsea Clark added the keyword “plant-based wellness” to her Pinterest profile, making her content more likely to show up for users who include the term “plant-based” in their Pinterest search.

How to Get Pinterest Followers: Optimize your Pinterest bio and name with keywords

Image Source

3. Post Idea Pins.

Idea Pins are a multi-page video-based format that Pinterest rolled out globally in 2021. The beta version of this feature rolled out in 2020 and was called Story Pins, and was initially used similarly to Instagram Stories. 

Now, the Idea Pin feature allows creators and businesses to record, edit, and share up to 20 pages of content within one post. Notable Idea Pin features include the ability to record voiceovers, add transitions, tag other accounts, and add music. 

Because Idea Pins don’t expire after 24 hours like story features on other social media platforms, creators can use the feature to grow their reach and engagement. 

4. Include text on your Idea Pins. 

Once you get the hang of creating Idea Pins, try including text overlays to make your content more accessible, and easy to understand. Text on Idea Pins is also searchable within Pinterest, so make sure you include keywords potential followers are searching for.

5. Focus on a specific audience. 

Even if your products or services could, in theory, be purchased by anyone, you should laser focus your Pinterest marketing strategy. You’ll find that as you narrow your target, the better you’ll be able to create content that actually resonates with them. By identifying a niche and dominating it, you can expand your reach as your content is consumed, shared, and recognized. 

Creating a buyer persona is the first step to defining your audience, humanizing them, and understanding their needs.

6. Post original images.

84% of Pinners use Pinterest to decide what to buy — which means it’s critical you position yourself in front of them by creating original content for your brand. Try posting original infographics, graphics, or photos that reflect your brand’s message. Additionally, when you do re-pin, make sure you’re re-pinning content that aligns well with your own brand.

7. Include relevant topic tags to increase video reach.

Pinterest is no longer encouraging the use of hashtags and instead recommends creators use topic tags to categorize their content and improve reach. Here’s how you can use the topic tag feature:

8. Create a cohesive brand for recognition on the platform.

People do business with those they like, know, and trust, so the goal is to go from a stranger in your prospects’ eyes to being known and trusted. On Pinterest, that means increasing the number of impressions your content earns from your target audience. An “impression” refers to any time a prospect “sees” you or your brand. If you don’t have a consistent look and feel, your content won’t be recognized as being related, which means you never build that trust. 

According to Forbes, color improves brand recognition by up to 80%, and consistent brand presentation across platforms increases revenue by up to 23%. The big takeaway is that a consistent (and recognizable) brand identity is paramount to increasing ROI for your Pinterest marketing efforts. By building a brand identity, your target audience will start to recognize you in the niche, which is the first step to building trust.

9. Post infographics to promote proprietary data for your company.

Infographics are a perfect mix of data, visual, and written content, making them extremely shareable. For this reason, 40% of marketers reported that infographics were the type of visual content that helped them reach their marketing goals in 2021 according to Venngage

Infographics do well on Pinterest, particularly, as it’s a visual platform with the capability of displaying long, vertical images. By creating a custom-branded infographic and sharing it on Pinterest, you’re establishing credibility by educating your audience. It also gives another opportunity for “impressions” to increase your brand recognition if the infographic is branded properly.

10. Use keywords in your board names and pin descriptions.

Pinterest users typically find brands through hashtags and searches, so it’s important you include both in your descriptions and images.

When writing your pin description, it’s critical you remain specific and descriptive. This ensures the highest chance that your pin will match a user’s true search intent. For instance, let’s say you have a pin for healthy dinner recipes. You’re more likely to have users find and engage with your pin if it’s saved to a board titled “Healthy Recipes” (which is what they are likely searching for) than something vague like “Healthy.”

11. Include relevant keywords in your Pinterest name, too.

Pinterest marketing doesn’t just come down to the shareability of individual posts but also discoverability. You’ll want to position your brand in front of Pinterest users who are actually searching for your content. By including a couple of relevant keywords into your Pinterest name, your account is more likely to show up for interested searchers.

12. Use Pinterest Trends to plan your content.

Those using Pinterest business accounts have access to a tool called Pinterest Trends, which shows which keywords and topics are trending across various niche areas. Use the trends tool to find what your potential customers are searching for and let these results inform what content you share.

Pinterest also creates an annual report called Pinterest Predicts, which outlines which topics will likely trend on Pinterest for the upcoming year based on search patterns and unique data.

13. Share new content weekly.

According to Pinterest, the recommended posting cadence is at least one original pin per week. To get the most out of your Pinterest traffic, make sure your pins lead back to your website (or that you’re linking your Idea Pins to your products).

14. Be active and engaged on Pinterest.

Like any social media site, Pinterest favors active accounts. This includes ensuring you pin on a regular basis, manually pin others’ pins, and follow other boards. If you have trouble keeping up with your Pinterest activity, create a social media calendar to have a more focused and organized publishing strategy. You can also try using a tool like Tailwind, which allows you to schedule your Pinterest pins ahead of time.

It’s vital you re-pin often. Consider going to the “Explore” and “Trending” pages and re-pinning from there. The more you re-pin and engage with other boards, the more likely you are to increase your reach.

15. Follow other users.

If someone is following a business with similar content to yours, chances are they’d be a good follower for you as well. Take some time to research competitors’ and follow their followers — if your content is up-to-par, they’ll more than likely follow you back.

Alternatively, perhaps there are businesses with products or services that work well in conjunction with your own. For instance, let’s say you’re an interior designer, and you find a company that sells handmade furniture on Pinterest. You might follow some of their followers since their followers are likely interested in either decorating or sprucing up their home.

16. Add a Pinterest follow button to your newsletter or website.

You can likely increase traffic to your Pinterest account if you embed a Pinterest follow button in an email newsletter or on your website. Since traffic to your site, or subscribers to your newsletter, are probably already interested in your product or services, they’re a strong audience to target.

Plus, depending on where they are in their buyer’s journey, your Pinterest account might actually help them decide whether your business is the right fit for them.

17. Use Pinterest sections to organize your boards.

Pinterest sections are similar to H2 sections of your blog posts — they enable you to organize your full Pinterest board into categories, so users can more easily find exactly what they’re looking for.

For instance, take a look at Twins Mommy Blog’s board:

page displaying pinterest sections

 

While the full board is about “Starting a Blog,” it’s then divided into five sections, including how to make money blogging and blog traffic tips. A user might only check out the make money section and re-pin that content without needing to see or re-pin the rest of the board.

Sections, then, make your individual content more likely to be found and re-pinned.

18. Promote your pins.

If you have a business account on Pinterest, you could consider putting money behind a pin to increase visibility and reach — similar to paying for an ad on Facebook.

For instance, take a look at what I see when I type “travel” into Pinterest:

page displaying Pinterest Promoted pin

 

One of the first pins, prominently displayed under the search term “Travel,” is Wikibuy’s promoted “How to Travel Like a Pro” pin. Promoted pins have been proven successful — in fact, 50% of Pinterest users have made a purchase after seeing a Promoted pin, and Promoted pins are re-pinned an average of 11 times.

For increased visibility and reach, then, why not?

19. A/B test your pins to see what works.

You don’t have to throw spaghetti against the wall to see what sticks. By testing different variables with your audience, you can continually improve your campaigns as you learn more about what resonates with them. 

Here are some different variables to compare on Pinterest: 

  • Alternate headlines for your pin title
  • Alternate thumbnail images for your pin
  • Alternate post copy for your pin’s description

Just be sure to only test one variable at a time. Set a time period to run the test, and then compare each post’s performance using Pinterest analytics. Just make sure your A/B test’s results are statistically significant before you make any decisions on future runs.

20. Use Pinterest’s free shopping tools.

If you’re looking to drive traffic to specific products, you can create Product Pins that have additional metadata to make them even more searchable which increases your chances of being found by users on the platform. 

21. Join the verified merchant program.

Increase your company’s credibility by becoming a verified merchant on Pinterest. Accounts that are a part of the program receive a coveted verified check mark confirming the account has been vetted by Pinterest, have products show up under related search terms, can activate a profile “shop” tab, and are able to access unique insights to see conversion data.

How to Get Followers on Pinterest: Join the Verified Merchant program, like Fenty BeautyImage Source

22. Apply for Rich Pins.

If you anticipate users pinning content directly from your website, you may want to consider applying for Rich Pins.

Rich pins automatically pull in key data from your website when Pinterest Pins are created, and allow existing pins to remain up-to-date with what’s listed on your website. There are three types of rich pins:

  1. Product Rich Pins pull accurate inventory and product availability information from your website. 
  2. Recipe Rich Pins which include a recipe name, list of ingredients, and pertinent cooking information pulled from blog posts that feature recipes. 
  3. Article Rich Pins that include the title of an article, meta description, and author information. 

Rich Pins are free to use. To get started, add the necessary meta tags provided by Pinterest to your website, then submit an application. 

23. Re-pin older content.

Pinterest Pins have a lifespan of about four months, which is significantly longer than other social media platforms such as the 15-minute span of a tweet, or the 48-hour span of an Instagram post.

With this in mind, don’t be afraid to pin older content to new boards to continue its lifespan even further and engage with a whole new audience. 

If you do decide to create pins from older content, make sure you refresh the images for better engagement. 

24. Claim your website on Pinterest.

If you haven’t already, make sure your company’s website is claimed by the official Pinterest account. According to Tailwind, 80% of Pinterest accounts with high engagement have claimed their websites on Pinterest. 

In the image below, you can see the publication The Good Trade has claimed its website with the globe and checkmark symbol next to the company’s URL.

How to get Followers on Pinterest: claim your website to improve engagement

Image Source

25. Schedule your pins.

Like most social media platforms, the key to success on Pinterest is consistency. To make sharing to Pinterest simple and easy, consider scheduling your pins in advance so they can go live when your audience is most likely to engage. 

You can use popular software such as Tailwind to schedule your pins or use the scheduling tool within the Pinterest platform. 

Reasons to Avoid Buying Pinterest Followers

Sure, there are tools you can use to buy Pinterest followers but this method is not in your best interest.

Buying Pinterest followers essentially means you’re buying fake accounts to increase the number of followers you have, which will make it look like your business is popular on Pinterest. This can be tempting — why do the hard work of cultivating a following, when you can pay less than $20 for 1,000 followers, instantly?

Unfortunately, buying followers does more harm than good. Here’s why.

1. It’s against Pinterest guidelines.

In fact, your company could be banned from the site if Pinterest figures out you’ve bought followers according to their guidelines.

2. You’ll tank your engagement (and overall performance, too).

Increasing your follower count can actually harm your success on Pinterest since Pinterest’s algorithm doesn’t just measure follower count — it also measures engagement metrics.

For instance, let’s say you have 100 real followers and 1,000 fake ones. You post a pin that is re-pinned 10 times. Out of your real followers, that’s 10% — an incredibly good engagement number. But Pinterest calculates 10 re-pins out of 1,100, which is less than one percent.

Ultimately, more followers could decrease your engagement metrics, which will make both Pinterest and your real followers believe your content isn’t actually that good.

3. Buying followers doesn’t result in ROI. 

Those fake followers will never become real customers. You will become much more successful on the platform if you take the time and resources you would’ve dedicated to buying followers and use it instead to implement some of the strategies listed above.

It’s critical you work diligently to find and engage with real people — because only real people can help you figure out what your potential future customers expect and prefer from their online content.

Now that you know how to increase your number of real Pinterest followers, it’s time for the most time-consuming but most fun part of Pinterest marketing: creating and implementing a content strategy for your business.

Editor note: This post was originally published on March 25, 2019 but was updated for comprehensiveness.

Pinterest Templates

 


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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

1716755163 298 Why The Sales Team Hates Your Leads And How To1716755163 298 Why The Sales Team Hates Your Leads And How To

So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

1716755163 789 Why The Sales Team Hates Your Leads And How To1716755163 789 Why The Sales Team Hates Your Leads And How To
  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

1716755164 910 Why The Sales Team Hates Your Leads And How To1716755164 910 Why The Sales Team Hates Your Leads And How To

So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

1716755164 348 Why The Sales Team Hates Your Leads And How To1716755164 348 Why The Sales Team Hates Your Leads And How To

The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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