10 Tips For Marketing Your Business On Pinterest
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10 Tips For Marketing Your Business On Pinterest

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This presentation was given during Bend WebCam 2013 in Bend, Oregon - 10 tips for marketing your business on Pinterest by Janet Meiners, Brand ambassador for Avalaunch Media.

This presentation was given during Bend WebCam 2013 in Bend, Oregon - 10 tips for marketing your business on Pinterest by Janet Meiners, Brand ambassador for Avalaunch Media.

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  • What is Pinterest? It’s a place for ideas, inspiration and discovery. It is also about planning for life events such as getting married, having a baby, graduation (which is when people spend a lot of money on products and travel).
  • 81% of US online customers say they trust information and advice from Pinterest (BlogHer) and Pinterest accounts for 25% of retail referral traffic.
  • Even though Facebook refers much more traffic than Pinterest (more than double), the average order size from Pinterest is above Facebook. “Pinterest users make the largest purchases among customers referred to e-commerce sites by social media, with an average order value of $93 in this year's second quarter, according to Monetate.”Read more: http://www.businessinsider.com/pinterest-ads-may-drive-high-value-orders-2013-9#ixzz2hnawvlfR
  • Who is on Pinterest? Women are 5x more likely than men to be on the site and moms are in the majority.
  • The dot moms are smart, economically-savvy women who lead in technology use.
  • Women make 85% of all consumer purchases including everything from autos to healthcare. 75% of women are the primary shoppers for their household.
  • Here’s a B2B company that breaks all of the rules on Pinterest and still does well by appealing to the popular categories and themes on Pinterest. They leverage popular categories such as food and fashion, but geared towards a business crowd. Shows you don’t need to have a lot of followers to get a big return. Over 16,0000 visitors a month and Pinterest is one of the top 10 sources of traffic now to Business2Community.
  • Here’s a B2B company that breaks all of the rules on Pinterest and still does well by appealing to the popular categories and themes on Pinterest. They leverage popular categories such as food and fashion, but geared towards a business crowd. Shows you don’t need to have a lot of followers to get a big return. Over 16,0000 visitors a month and Pinterest is one of the top 10 sources of traffic now to Business2Community.
  • Here’s a B2B company that breaks all of the rules on Pinterest and still does well by appealing to the popular categories and themes on Pinterest. They leverage popular categories such as food and fashion, but geared towards a business crowd. Shows you don’t need to have a lot of followers to get a big return. Over 16,0000 visitors a month and Pinterest is one of the top 10 sources of traffic now to Business2Community.
  • To help you find your images easier and to help your search engine rankings, name or rename your images so they are shorter and make sense. The number of pins and pinners from your websiteThe number of repins and repinners from within PinterestThe number of website visitors that were sent from PinterestRecent images that have been pinned from your siteThe most repinned and the most-clicked pinsThe total number of times your pins have appeared on the site and the number of times they were seen (impressions)
  • Make images for your articles and blog posts that sell what people will get. You do this by writing right on the image itself.
  • Better Homes and Gardens made images for each of their articles in their plant dictionary. Notice how the title “Hydrangea basics” is better marketing than a picture with no words at all.
  • Images that are taller get more repins. Hubspot data shows at 800 pixels high the average # of repins spikes. Make your images at least 600 pixels wide. Infographics are perfect because they take up so much real estate on the page – your eye is drawn to them and many have boards dedicated just to infograhics.
  • Before/after photos do really well on Pinterest – especially for craft or other projects. They not only labeled the image before and after but they stacked them so they show up well on Pinterest which is arranged in vertical columns. If this image was side-by-side it would be much smaller and more difficult to see.
  • Product shots are ok but adding context by showing people how your product looks really sells it. Annie is modeling the necklace and she added the name. It is more eye-catching and relatable with Pinterest’s audience.
  • I think Faux Panels.com is a pretty ugly site. They do have lifestyle shots showing their product in homes but they are tiny and hard to find. On Pinterest the have board after board showing how to use their faux rock and it looks stunning. It makes them look high end. Notice the before/after shots too. The vertical one is much better than the horizontal one because you can see it more clearly. Wouldn’t you agree that on Pinterest this really sells the product?
  • Checklists are another way popular type of image on Pinterest. Remember the dot moms – we love lists. CheapCruises.com and Adventuroo both did a great job of branding their lists. What kind of lists could you make to help your target market. I could make a checklist of things to consider when making and promoting an image on Pinterest.
  • When you type a $ sign and price your pin will automatically show up in the gifts category. People go there just to see product and it will give you additional exposure on Pinterest.
  • Make it easy for people to share from your website or follow your business on Pinterest. Put a Pin It button on your blog post and articles and a Pinterest button they can click to go to your account and follow you. You can get these at business.pinterest.com
  • This is a step beyond just putting buttons to save or pin something to Pinterest or a button to follow you on Pinterest. You can refer to Pinterest in your print materials or link to specific boards. I love this example from Nashville Wraps. On the page for Valentine’s Day packaging, they link to “Valentine ideas we love on Pinterest” and that takes you to the Valentine’s Day board on their Pinterest account.
  • When a pin is popular and gets a lot of repins, share it on your other social networks. Fan the fire that is hot. Better Homes and Gardens has a “pin of the day” on their Facebook page.
  • When a pin is popular and gets a lot of repins, share it on your other social networks. Fan the fire that is hot. Better Homes and Gardens has a “pin of the day” on their Facebook page.
  • Use keywords, especially in your profile and your board descriptions. Google does rank Pinterest boards. If you type in “fake stone bathroom” you will see Faux Panels on the first page – their bathroom board is #7 in the results, out of over 20 million web pages.
  • There are some free or low cost tools forPinterest – here are some I love. Picmonkey for making collages and images with titles or effects. PinAlerts tracks when someone pins something from your website. It sends you an email with recent pins. Viral Tag let’s you schedule out pins so you don’t overwhelm your followers with too much at once. It’s best to space them out and pin at times when you’re audience is online. For most that is before work, at lunch and in the evening or late night.
  • It was hard to finish this slide presentation because I kept getting distracted by Pinterest. It is easy to get lost in the ideas and things you see. That’s why it’s so powerful. It’s easy to use, it’s addictive. For businesses it can send a lot of traffic to your website, introduce your products or services to the coveted dot mom crowd and even lead to direct sales.If you have a Pinterest success story to share, I’d love to hear it. Thank you @Newspapergrl Janet Thaeler

10 Tips For Marketing Your Business On Pinterest Presentation Transcript

  • 1. 10 TIPS FOR MARKETING YOUR BUSINESS ON
  • 2. What is ? It’s about… IDEAS & INSPIRATION & DISCOVERY
  • 3. Stats 81 percent of U.S. online consumers trust information and advice from Pinterest. (BlogHer) U.S. Pinterest users are more likely to live in midwestern states than other social media users. (Internet Marketing)) Pinterest accounts for 25 percent of retail referral traffic. (Rich Relevance)
  • 4. Stats
  • 5. Who is on ? Women are about 5x more likely to be on the site than men. Moms are 61% more likely to visit Pinterest than the average American. (Nielsen)
  • 6. The Dot Moms Source: http://www.newmediaandmarketing.com
  • 7. Spending Power of Women 1. Women account for 85% of all consumer purchases, including everything from autos to healthcare. 2. Women make 80% of healthcare decisions and 68% of new car purchase decisions, 3. 75% of women identified themselves as the primary shoppers for their households. http://www.newmediaandmarketing.com
  • 8. Case Study: Drives Traffic Business2Community Doesn’t fit the typical Pinterest profile. Business-oriented. Pinterest drives significant traffic to their website. Leveraged popular Pinterest categories such as food and fashion, but in a way that stays true to their brand. • Just 3500 followers at http://www.pinterest.com/b2community/ but drives significant traffic. • Referral traffic increased from 3,952 visitors (month prior) to 16,592 (June 2013). • Pinterest became one of the top 10 sources of traffic to their site. Source: http://www.business2community.com/pinterest/using-pinterest-to-attract-and-retain-valuable-website-traffic-case-study-0567493#YPjSYscirp8eyQfW.99
  • 9. Business2Community
  • 10. Business2Community
  • 11. Create a business account, not a personal profile. Source www.regalix.com
  • 12. TIP Upload and pin your own images. Include text on the image to make it eyegrabbing.
  • 13. Example Better Homes & Gardens uses this image to drive people to this article on their website. http://www.bhg.com/gardening/plant-dictionary/shrub/hydrangea/?socsrc=bhgfb0728131
  • 14. Use Tall Images Taller images get more repins. They take up more real estate on Pinterest than horizontal ones. Make images at least 600 pixels . Graph source: http://blog.hubspot.com/pinterest-instagram-visual-content-data
  • 15. Examples This vertical image works great on Pinterest, and is better than a side-by-side comparison layout. Infographics
  • 16. Show Products in Context (Don’t just show the product shot.)
  • 17. Example On their website: Boring On Pinterest: Shows Ideas
  • 18. Create Checklists
  • 19. Get in the Gifts Category Put $ sign on product pins to get listed in the gift category.
  • 20. TIP Add the Follow and Pin It Button to your Website. The key to social media is to empower people to share your content. 7
  • 21. TIP Tie your Pinterest Account to your other Marketing. Nilla Wafers put a Pinterest Inspired recipe right on their box. Link to specific Pinterest boards on your website.
  • 22. TIP Share your best performing pins on Twitter, Google+, and/or Facebook. Invite people to pin it and give them a direct link to pin. Promote a “Pin of the Day!”
  • 23. Example: Carter’s Email
  • 24. Use Keywords Use keywords in profile description, board names/description, and pin description. You can rank in Google for your profile, your boards, and individual pins. Keep your descriptions between 100 -200 characters
  • 25. Bonus: Makes Images & Collages Tools Pinterest Tracking #pinchat on Twitter or Facebook http://www.facebook.com/groups/pinchat Schedule Pins Pinterest for Business tips: www.PinnableBusiness.com www.pinterest.com/pinnablebiz
  • 26. @Newspapergrl janet@avalaunchmedia.co m