Case Study

Driving 6-Figure Conversions on Pinterest

Education.com is an early learning platform with more than 30,000 expert-crafted resources including printables, hands-on-activities, online games, interactive stories, songs, assessments, and lesson plans. They offer a comprehensive curriculum covering core skills from preschool through grade 5.

 
 

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A majority of Education.com's traffic came directly from search, and they wanted to diversify it by increasing referrals through social media. We conducted our signature growth channel audit, and were able to quickly identify the most strategic ways to increase social media traffic.

They had a presence on Pinterest that was not optimized for search, and their Pinterest account had been dormant for a number of years. Even still, the audit revealed that Pinterest was driving the lionshare of their social traffic. Educators and parents were sharing thousands of their resources every day. As a result, we advised them to establish Pinterest as their primary social media channel and increase their Pinterest presence dramatically.

Our goals

1.Inject a proven strategy and adjust it over time to fit their audience’s unique needs.

2.Increase reach and brand awareness on Pinterest by optimizing their account for search (in months 1-6).

3.Boost referral traffic, member registrations, and revenue from Pinterest (in months 6-9).

A selection of Education.com's Pins

We interviewed Education.com's leadership team to make certain that their mission and operational goals were directly aligned to our overall strategy. A competitive analysis of their direct and indirect competitors also revealed industry best practices and benchmarks. To ensure that their audience’s needs were met, we also tapped into our vast network of educators and parents to conduct virtual focus groups, which surfaced up their audience’s tactical and aspirational needs.

We also saw a tremendous opportunity to increase the quality, quantity, and timeliness of their Pins being programmed daily through our comprehensive analysis of their programming to date. To accomplish this, we did the following in the areas of programming, analytics, and design.

Programming
  • Crafted an advanced programming strategy, which included a mix of seasonal/timely, evergreen “power Pins,” and curated resources across a variety of grades, subjects, and resource types.
  • Injected keyword-rich descriptions to take advantage of the high volume of organic searches on Pinterest.
  • Used Pinterest programming best practices to deliver the right Pins at the right time for Education.com’s audience.
  • Used advanced scheduling and automation to keep power Pins (those that drove reach and engagement) in the feed and increase the cadence from one pin to more than 65 Pins daily
Analytics
  • Built custom Google Data Studio dashboards, powered by individual pin UTM URL encoding, which allowed us to quickly identify which pins drove the most traffic, email registrations, and revenue.
  • Tested Pin-type effectiveness including carousel, long-image format, and video Pins to get traction on this visual search engine.
Design
  • Worked with expert designers, best practices for colors, layouts, and focus-group feedback to create a series of Pin templates. Over the course of several months, we optimized these templates based on our dashboard insights.
  • Batched the design process to increase programming output. For each resource, we’d create four to six Pin designs.
In just nine months, we significantly increased their reach, referral traffic, email registrations, and revenue from Pinterest. 

Additionally, we communicated throughout this entire process with the Education.com team to ensure that they not only learned about the channel’s overall potential, but they also could reference what types of content performed best. Building up their internal knowledge helped the company understand what topics and types of resources their Pinterest audience engaged with the most. As a result, these Pinterest insights are now infused into Education.com’s resource and content marketing creation process.