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The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst
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The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst

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The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst

The Quick and Easy Guide to Branding your Business and Creating Massive Sales with PINTEREST by Kim Garst

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  • 1. 1 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest All Rights Reserved Copyright © 2013, Kim Garst ALL RIGHTS RESERVED. This book contains material protected under International and Federal Copyright Laws and Treaties. Any unauthorized reprint or use of this material is prohibited. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without express written permission from the author / publisher.
  • 2. 2 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Acknowledgements A Special Thank You To: My God…who is constantly with me. My family; husband Joseph and my boys, Tyler and Logan… you are my heart and soul. Love you! My Mother…who is always there for me. My friends…for believing in me and pushing me towards this and other goals in my life.
  • 3. 3 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Contents Introduction 6 PART I: A Pinterest Primer 8 What is Pinterest? 8 A Virtual Pinboard? What’s That? 8 A Virtual Pinboard for Business? Why? 10 Getting Started With Pinterest 11 The Pinterest Layout 17 Getting Followers 19 PART II: Using Pinterest for your Business 23 Does Your Business Need Pinterest? 24 Businesses Selling Products 26 Product Promotion 28 Tracking Product Popularity 29 Product Themes 30 Product Testing 30 Customer Testimonials 31 Exclusive Offers 31 Online Catalogue 32 A word of caution for product-based businesses 33
  • 4. 4 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Pinterest for Service Oriented Businesses 35 Inspirational visuals 35 Cute kids or animals 36 Recipes, DIY Projects, stories in pictures 36 PART III: Marketing with Pinterest 39 Creating a Brand Image & Online Presence 39 Finding Fans 39 Listen To Your Customers 40 Using the Activity View to Listen to Your Customers 40 Crowd Sourced Promotion 41 Using Images 41 Why You Can’t Afford to Ignore Pinterest 43 Driving visitors to your website 43 Is Pinterest Slowing Down? 45 Connect with Customers: Seek and Discover Users’ Interests 48 Picking Up Trends 49 Link Building through Images 50 Creative Examples of Pinterest Link Building 51 PUZZLE CONTEST 51
  • 5. 5 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest PRODUCT PROMOTION: 51 SERVICE BUSINESS PROMOTION 51 Basic Search Engine Optimization (SEO) with Pinterest 52 Advanced Search Engine Optimization (SEO) with Pinterest 53 Show Me the Numbers: Finding and Using Pinterest Analytics 54 Directing Traffic: Using Pinterest to Increase Click Throughs 57 Demographics 59 PART IV: Pinterest Case Studies - 7 Brands' Best Practices 61 Giving Your Business a Boost with Pinterest 71
  • 6. 6 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Introduction Pinterest, though rhyming with interest, is only loosely related! Basically, it’s a virtual pinboard just like the corkboards we had in our rooms as kids and you may still have in your home or office. Pinterest is a social networking site that allows users to create photo collections online – like online, upscale scrapbooking. It is primarily a photo sharing website where the members are allowed to create albums pertaining to a certain theme or pattern. Founded in early 2010, Pinterest has become one of the leading social media networks – named by TechCrunch.com as the best new startup of 20111 . The site has grown rapidly and is viewed as a strong competitor to the older social media networking websites. In terms of visits, Pinterest is now number 3 for numbers of visitors, behind only Facebook and Twitter2 . 1 http://techcrunch.com/2012/02/01/and-the-crunchie-goes-to-pinterest-best-new-startup-of-2011/ 2 http://www.vabsite.com/2012/02/pinterest-users-usage-trends-statistics.html
  • 7. 7 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Over the past few years, businesses have been using social media websites for promoting and boosting their businesses. The same is the case with Pinterest. You might be wondering how a photo sharing website can help your business become a success. This book is intended to be a guide for using Pinterest to strengthen your business and brand. Read on and learn how ‘you can do’ branding with Pinterest!
  • 8. 8 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest PART I: A Pinterest Primer What is Pinterest? Pinterest is one of the newest social media websites that has quickly become extremely popular with the youth and women between the ages of 25-54.3 If you are in your 20’s, you may already be a member of this website. In case you don’t know much about Pinterest, here is an overview of what it is all about. A Virtual Pinboard? What’s That? Pinterest describes itself as a virtual Pinboard on which you can ‘pin’ your images to share with your followers. In addition to pinning your photos, you can modify and post anything interesting you find on the internet. In essence, Pinterest is similar to a pinboard hanging on the wall in your room or office. You find an appealing picture or a great magazine article, rip 3 http://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/
  • 9. 9 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest it out and pin it up. If you are a parent, you may have a collection of your child(ren)’s artwork. The concept is the same, except that this is online and collaborative with other members. Once you complete the signup process, you get the chance to create different boards for yourself. You can customize and ‘name’ the boards according to your interests. You can also like and follow other people’s boards. One of the commonly used features is the re-pin, which is similar to the retweet on Twitter, only here you can easily re-pin a photo a friend has on their board and add to your own board collection. The boards and anything you share on them can be posted on Facebook and other social media websites as well. The original website link from where the image was taken is posted, so when someone clicks on the image, they are directed to that website. This helps in increasing the traffic to that particular website. This alone could be huge due to the incredibly viral nature of social media! Like all social media websites, Pinterest is designed to be interesting and engaging. There is little surprise that it has grown substantially to be ranked among the top 3 social networks at present. Originally, Pinterest was used by people to organize and share their interests with their friends and other users of the website. Recently, the website has started to generate considerable buzz in the corporate world.
  • 10. 10 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest A Virtual Pinboard for Business? Why? So digital pinboards sound nice for kid pictures, vacation pictures, or maybe a shot of your latest hobby, but maybe you still don’t quite understand how this has anything to do with marketing and why you should even bother reading further. We’ll cover specific techniques to use Pinterest for marketing your business in a later chapter, but here are some examples right now of how this highly popular social media platform has changed online marketing:  Just this year, Pinterest became the largest referrer for marthastewartweddings.com and marthastewart.com, surpassing traffic sent by Facebook and Twitter combined.  Pinterest is poised to become the second highest generator of traffic to Cooking Light’s website, up 6000% from just six months ago, placing only behind Google itself.  Pinterest was the ninth largest traffic source for Elle Décor and House Beautiful in March 2012, both of which have seen triple-digit percentage increases in their referrals over the prior six months.  Pinterest user engagement as measured by time spent on site has increased to nearly 100 minutes per visitor 4 . With these trends in mind, read on as we explore the basic setup and structure of your Pinterest profile, followed by specific, easily actionable steps showing how ‘you can do’ branding with Pinterest! 4 http://www.vabsite.com/2012/02/pinterest-users-usage-trends-statistics.html
  • 11. 11 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Getting Started With Pinterest Access to Pinterest is now open (you'll see older tutorials referencing an invitation only process; this changed in mid 2012). You can visit www.pinterest.com, click Join Pinterest, and get started setting up your account quickly and easily. After you click the big red "Join Pinterest" button, you'll see a screen that asks if you want to connect to Pinterest using your Facebook or Twitter accounts. Now, it would be so easy to just click on one of the big buttons for Facebook or Twitter and just go from there.
  • 12. 12 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest But - don't get fooled by this screen! Instead, scroll down further and you'll see one more option that is of special importance to you as a business owner.
  • 13. 13 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest See that little sentence at the bottom? This was a Fall 2012 addition from the Pinterest team, the ability to use Pinterest as a business rather than as just an individual trying to tweak your boards to work for marketing your business. So if you are trying to use Pinterest as a business, you'll want to set it up that way from the beginning.
  • 14. 14 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest The Pinterest team really did an amazing job in rolling out Pinterest business accounts. Not only did they create business accounts, but they created a number of tutorials, case studies, and other resources to help businesses get the most out of their Pinterest accounts, without losing the kinds of boards that made Pinterest unique in the first place.
  • 15. 15 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest You'll want to be complete and thorough when you add your information to your profile. You can go back and verify and edit at a later date, but definitely make sure that it's complete and describes you and your business thoroughly. Along those lines, you'll also want to make sure that you include a profile picture (just like on any page, really). If you're branding yourself, it's best to include a picture of you - not your logo. People really do prefer to see whoever they're doing business with. Be sure to complete the "About" section thoroughly as well. Include keywords related to your business niche to make it easier for people to find you online. One specific area of completing your profile includes your website. When you add your website to Pinterest as a business entity, you'll see a note to click to verify
  • 16. 16 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest your website. Once you click that button, you'll get a set of 3 instructions to verify your website. The first one is to download a tiny bit of HTML code to your computer's download folder. Then you'll need to upload it to your website's root folder, usually done through your web hosting provider's FTP program (not through your Word Press dashboard). Once you get it uploaded, return to Pinterest and click the button to verify. Pinterest will verify that you've put that file in your website files, and will add the little checkmark next to your website that tells the world you are in fact the owner of your website. Once you finish setting up your account, go back and verify that you have optimized your profile under settings. Things to consider include making sure you include your company name, company description, logo and a link to your website. This is important so please do not skip this step! Make sure that the slider button for ‘hide your Pinterest profile from search engines” is checked to the OFF position. You definitely want to be indexed by the search engines! Include keywords in your profile that pertain to your niche so that you can be ‘found’ when someone searches for those keywords.
  • 17. 17 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest The Pinterest Layout The website allows users to express their interest through ‘pins’. The pins can be in the form of images, videos, gifts and discussions. There are many categories for users to choose their interest from. Here are some of them. Film Music & Books Education Fitness Food & Drink Art Cars & Motorcycles Travel & Places Technology Wedding & Events These are just some of the categories users can pin their graphics under. Users are encouraged to name their own individual boards. You may consider naming your boards with keywords that revolve around your niche as users can search board names by keyword. TIP: Consider naming your pinboards with keywords that revolve around your niche as users can search board names by keyword.
  • 18. 18 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Board Organization. Use the “Rearrange Boards” button to move the boards that are the most popular or most relevant to your brand to the top. When people click through your profile you want to catch their attention with your best ‘look’. The old saying “always put your best foot forward’ applies here! How You Name Your Boards. Make sure that you name your boards so that the topic is clear and contains keywords that are relevant to your brand. You can also have cute or quirky named boards to showcase your personality and authenticity. Build At Least 5 Boards With 5 Pins Each. There is no rule on how many boards you can have but I suggest 5 boards with 5 pins each because that is the ‘view’ that people have when they come to your site or to use designer term ‘above the fold’. After those first 5 visible boards, people will have to scroll down to see more. When someone clicks on your profile, you want to give them a good first impression. You want them to know that you are active, engaging and have great content. The most recently pinned image on each board is the default cover for that board. You can change the cover image by hovering your mouse pointer over the image until the “Set Board Cover” button appears and clicking it. TIP: Use the “Rearrange Boards” button to move the boards that are the most popular or relevant to your brand to the top of your profile.
  • 19. 19 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest No Empty Boards. Don’t create an empty board until you have images to put in it. Empty boards make your profile look inactive or incomplete. Getting Followers Pinning away is basically useless without an audience to see your pins, but don’t let this stop you from establishing your profile and boards! With the following steps, you’ll be on your way to building an audience in no time! On Pinterest, having followers (the total number of followers that is visible from your profile) is important but the number of people who follow your specific themed boards is also important. Sometimes people will follow a thematic board before they will follow a personal profile. FOLLOW, FOLLOW, FOLLOW those who have similar interests and/or are in your niche to ensure that as many people as you can have exposure to you and your boards. You can start by searching Pinterest for keywords around your product, service or industry. For example, if you are in the travel industry, you might search for words like ‘vacation’, ‘travel’, ‘Hawaii’ (other hot travel spots), ‘hotel’, ‘destinations’, etc. You can follow boards or people, based on what your search yields. Follow back those who follow you. If you are on your personal profile page, you can see the number of followers directly underneath your name. If you click on
  • 20. 20 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest that number, all those that follow you will appear and you can follow anyone who you are not currently following. Mention other users. You can mention others in your comments or pin descriptions to get the attention or to recognize someone specific. A ‘mention’ is very similar to Facebook and Twitter. Type the @ symbol before starting to type the name of the person. A drop down box will appear and your choice should be displayed there for you to select. One quick note on this…you can only mention users who are following you on at least one board. When you mention someone using this method, they will get an email and the @mention will be linked back to their profile. Repin others. This is just like a retweet on Twitter or a share on Facebook. It is a great way to share valuable content and to recognize someone else. This also encourages them to follow you in return. Obviously, you want to make sure that what you repin is of value to your audience or meets your board’s content theme. If you repeatedly repin content from the same users, Pinterest will update its “repins from” card in your profile (located to the right of your basic profile TIP: A repin is a great way to share content that is of value to your own audience and meets your board’s content theme. A like is a way of attracting attention of another user to encourage him or her to follow you.
  • 21. 21 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest information) to reflect the top three users whose content you repin, to help you discover new people to follow as well. Like other people’s pins. You might want to like other pinner’s pins that may not be useful to your audience or your board content instead of repinning them. Anytime you like someone’s pin, it will show up in their activity feed. This may grab their attention and get them to follow you. Use the # or hashtag to define keywords for search results. This works exactly as it does on Twitter in the sense that you can use a hashtag to define keywords in your pin description. For example, if you want to be found under the keyword ‘travel’, use #travel in your description. This makes it easier to be found and will create more followers. Add a follow button to your website. Add a Pinterest social media icon to your list of social media connections on your site. You can get Pinterest icons by visiting this link http://www.pinterest.com/goodies. Pinterest Has a Mobile App! This is huge as it allows you to browse, pin, repin and even take photos to pin right from your iPhone! Search www.itunes.com for ‘pinterest’ and you will be able to download the app and start using it immediately! Pinterest also has a mobile-friendly web-based interface (Pinterest Mobile) allowing it to run well on many different smartphones, whether iOS, Android, or
  • 22. 22 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Windows. While not a replacement for the full version of Pinterest available on a traditional computer, it is optimized for looking great in any smartphone browser. This has been a general overview of starting up a Pinterest account and the basics of working with it. We will now explore this amazing new social media platform and its benefits to business in the next chapter.
  • 23. 23 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest PART II: Using Pinterest for your Business The very idea of using a photo sharing social network for business might seem a little strange to you at first. However, businesses have been using social media websites extensively for their promotion and growth for quite some time now. It should come as no surprise that enterprising business owners have seen the potential benefits of Pinterest right away. The main reason why businesses look to social media websites is for promotion, online marketing and direct engagement with their customers. Branding plays an important role in creating an online presence for any business. In effect, a business brand is a recognizable entity that real people can connect and trust in the online environment. Through Pinterest, any business, from one-person entrepreneurial efforts to multi-billion dollar corporations have the tools
  • 24. 24 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest necessary to create a brand, connect with their audience and boost their reach on the internet. Pinterest is among the best options you have for branding because it is visual in nature. Pinterest is a photo sharing website which means that images play a huge role in interacting with users there. The Internet is becoming a visual playground. People’s time is very limited these days and they want information that they can quickly absorb and run with. This is one reason that photo-sharing sites are hugely popular online. By putting up interesting pictures related to your business and its products, you can create a powerful brand image for yourself and provide a way for your prospects to connect with your business, products and services. Today, the average internet user would say that there is an overload of social media websites. Yet, in its brief history, Pinterest has managed to flourish. There is every reason to believe that this trend will continue and Pinterest will become an ongoing place of connection for individuals and businesses alike. Does Your Business Need Pinterest? Before we get to how you can use Pinterest for your business, there is an important question to consider: is Pinterest right for your business? It is probable that you are already using Facebook and Twitter to promote your business. Using another social network may sound overwhelming right about now. One way to
  • 25. 25 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest gauge whether Pinterest is worth your time and effort is to determine the market segment you can target through this new and rapidly expanding social media platform. The users of Pinterest are a diverse group. Generally, social networks attract people of all ages, from different walks of life and from across the world. Students, their parents and even their grandparents use Pinterest. In fact, 80% of Pinterest users are evenly distributed over the 25-54 year age range.5 The unique draw of Pinterest is that it brings people together through the use of visuals instead of words. This makes it different from all the other social media platforms out there. There is little discussion or conversation on Pinterest. Most of the communication takes place through the use of images. As they say, a picture can speak a thousand words. Just imagine the impact of an interactive niche-rich collection of images about the mission and message of your business, products and services. 5 http://www.vabsite.com/2012/02/pinterest-users-usage-trends-statistics.html
  • 26. 26 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest However, there is a possible drawback to this unique feature as well. If your products and services aren’t visually appealing, then Pinterest may not be the right place for branding purposes. With a little strategy, however, even businesses without immediate visual appeal can still find many opportunities to interact on Pinterest. If you do not have visuals for your business, products and/or services, I would suggest hiring someone to make a collage of graphics that would help you launch your branded presence on Pinterest. One idea is to use the graphics in your blog posts and link to your content. Everyone can do this! This is an opportunity for you to increase traffic to your blog site. In the next section, we will look at how different types of businesses can make the most of Pinterest. Businesses Selling Products Before taking a look at how Pinterest can benefit your business, I want to point out that the numbers speak for themselves and you definitely need to take a TIP: Pin graphics from your business blog and website to your Pinterest boards. This naturally increases traffic to your site.
  • 27. 27 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest really good look at whether Pinterest is a fit for your brand. In the final six months of 2011, Pinterest grew by more than 6000%, and by the end of January 2012 was receiving approximately 21.5 million visits per week. 6 What is the easiest place to start, right? Let’s cover the basics and then we’ll get into some unique strategies for product-focused businesses. 6 http://thenextweb.com/apps/2012/03/16/newly-redesigned-pinterest-profile-pages-go-live/-increase-by-4000- in-just-6-months/
  • 28. 28 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Product Promotion Since any web page can be “pinned” to a board, you can attract people by making it easy for your readers to interact with their Pin Boards right from your website. A ‘Pin It’ button is easy to add to your web pages. When a visitor clicks on the ‘Pin It’ button, an image from that page along with a link back to your page will be shared on a board the Pinterest user chooses. As a result of that pin, many more people will see your product and website. You can get the pin it buttons in the Pinterest Tools section or by clicking here. You can also install a Pinterest browser extension directly to your own toolbar that will allow you, with a simple click of your mouse, to pin any photo you find anywhere on the Internet. If you use Google Chrome, click here to install the extension. As an example, Real Simple is a brand that has been using ‘Pin It’ buttons very successfully. In fact, they have recently acknowledged the fact that the majority
  • 29. 29 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest of the traffic to their websites is generated through Pinterest; more than even Facebook.7 Tracking Product Popularity Tracking your most popular and photogenic items is simple with Pinterest. Every time someone re-pins one of your originally pinned photos, you are notified. Additionally, tracking traffic via tools such as Google Analytics will show the effectiveness of product placement. Simply putting up photos of your products is not enough to generate interest and ‘repinning’ engagement though. One way Pinterest supports innovation and creativity is with the way boards and categories work within the Pinterest community. 7 http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/
  • 30. 30 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Product Themes ‘Products I love’ is a standard board that is offered when anyone first signs up with Pinterest. Yet the places where folks true favorite products show up are more often in themed boards. Creating your own thematic boards will start off a Pinterest conversation. Members are likely to create similar themes or boards. Or you’ll discover a community theme you might not have thought of yet by watching how and where they repin your products. For instance maybe you are a master gardener and create amazing potted gardens. You might think that gardening or gardens would be a logical board to start with. However, when your amazing potted flowers show up in thematic wedding boards, you have discovered an entirely new niche! Product Testing Involving the Pinterest Community in the design and implementation of new ideas is another unique aspect of this social network. A strong segment of Pinterest is
  • 31. 31 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest the DIY and artistic communities. Pictorial recipes and DIY projects in pictures are very popular. Show the manufacturing or creative steps you go through to develop your products and you’ll have enthusiastic followers! Customer Testimonials Nearly without effort, Pinterest creates customer testimonials for you. This is one of the biggest reasons that every product-based business needs to be engaging on Pinterest! Run a contest and ask your readers/customers to share pictures of themselves with your products or simply collect the photos that are already out there. Instantly you’ve gained marketable credibility no matter how small or ‘just starting out’ your business is! Exclusive Offers One way to promote Pinterest engagement with your products is to create ‘Pin offers’ that are exclusively for the people who are following you on Pinterest. Create a special board where you put up such offers on a daily, weekly or monthly
  • 32. 32 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest basis. People like to feel that they are getting a ‘special’ deal that is not available to others and this is a surefire way of getting repeat traffic to your boards. Land’s End used Pinterest wonderfully to engage their fans. They launched their ‘Pin It to Win It’ campaign on their Pinterest page. This attracted many visitors. This exclusive offer, for the people who follow their page on Pinterest, generated a huge response! Online Catalogue One of the most obvious uses of Pinterest is selling products. You can set up a board that is a virtual catalogue for your products. You can actually place price tags in the description box which allow the customers to view details about your products. When you add a ‘$’ sign to your pinned graphic, the products get listed in the ‘Gifts’ section, making your products easily searchable from the main Pinterest menu.
  • 33. 33 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest A word of caution for product- based businesses As a long time professional specializing in personal branding, my opinion is that the strength of Pinterest is in its community atmosphere. Focus first on generating engagement and then add a virtual catalog after there is some interaction about your products and brand. In other words, do not lead with a sell, sell, sell attitude. Pinterest touches on this in their Etiquette section, recommending being authentic instead of being hyper-focused on numbers of followers. Most people and businesses who have adopted this focus find that when they are authentic, the issue of gaining followers appropriate to their niche seems to take care of itself. Marketing a product based business effectively on Pinterest is best accomplished by not only pinning pictures of products and costs – though it can function nicely as an online catalogue – but also by pinning images that promote the lifestyle that their brand promotes. TIP: Pinterest’s strength lies in its community atmosphere. Focus first on building a favorable brand image by generating engagement and connecting authentically with your audience.
  • 34. 34 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest The customer testimonial board listed above can be a great way to collect images from your customers that illustrate the lifestyle your brand allows them to enjoy! Does your product save them time or money? Help them feel more energetic? Use a collaborative board and ask your audience to pin images that represent the money or time they have saved, or what they can do with the extra energy they enjoy as a result of your brand. This creates authentic engagement with your customers and is a unique way to leverage their loyalty to your brand. The bottom line with respect to marketing with any tool (including Pinterest) is this: a business that is not able to create a favorable brand image for itself will struggle to pry away customers from rival businesses. In the online, social media driven marketplace, the strength of a brand rests on its authentic connectivity. Focus on real world, visual conversations with your products on Pinterest and you’ll be ahead of the game! TIP: A business that is not able to create a favorable brand image for itself will struggle to pry away customers from rival businesses. In the online arena, the strength of a brand rests on authentic connectedness with its customers.
  • 35. 35 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Pinterest for Service Oriented Businesses If your business is service oriented, the idea of using a visually-focused platform may be tough to wrap your mind around as you may not be used to promoting your business, products and services in a visual way. After all, you don’t have cute products to put out there. You may be thinking, what photos will you lead with? What will others interact with you on? Inspirational visuals One of the most popular and most often re-pinned segments of Pinterest that bridges all users are inspirational or funny quotes set in beautiful visual graphic. Maybe you have a stellar mission statement or business values that portray your message in the marketplace. Additionally, you could easily make a habit of re-pinning others great quotes or sayings. In this respect, Pinterest is for photos what Twitter is for quips and pithy sayings. The addition of a graphic adds visual appeal, and the motivation grabs the emotions! The strength of your presence as a company can be enhanced when you re-pin
  • 36. 36 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest the quotes that showcase your personal or business values. You are honoring other Pinterest members and they’ll remember your re-pin of their treasures! Cute kids or animals Sure, you may not be a dog groomer or a wild-animal wrangler but consider the message behind these often-shared photos. Warm feelings extend the warmth of your brand and your service. If you are in the niche of family services, coaching or consulting; focusing on family photos, kid photos or other connective and community building pictures gives your brand an emotional connection that blog articles or even Tweets cannot. Recipes, DIY Projects, stories in pictures Get creative. Are you a cake baker? Maybe you teach martial arts. Or you are a financial advisor or SEO expert. Create a mini-class with step-by-step photos. Ask your audience to take pictures of their favorite moves or recipes. Create a collaborative visual discussion around your niche and you will have mastered Pinterest as well as boosting the visible feel of your business.
  • 37. 37 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest VIDEO: This is a great way to use videos on a Pinterest board as well! Pinterest currently supports pins from Vimeo and You Tube. Maybe you have a speaking business? Pin video clips of your most engaging presentations! If your business is cleaning, people are regularly looking for tips on specific cleaning tasks, and a video demonstrating how-to complete a particular kind of cleaning can be even more effective! The Bottom Line About Pinterest For Service Businesses Don’t assume that because you are NOT in the business of selling products that Pinterest is not for you. In many ways Pinterest is easier to interact with as a service-based business owner. Granted, you may be forced to be creative and more interactive. Don’t fall into the easy trap of just listing out all your products and leaving it there. Remember, Pinterest is a social media platform NOT a listing service! The same kind of lifestyle branding that creates authentic engagement for product-focused businesses works well for service-based businesses as well. Maybe even better, since you are forced to think more clearly about what kind of lifestyle your service allows your customers to enjoy. The American Association for Retired People, or AARP, has done just that with boards that reflect its vision of an active, engaged lifestyle for its members and prospective members. It’s not an obvious membership drive, though. It’s a
  • 38. 38 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest compelling vision that invites people to engage with the organization and learn more through the power of images telling stories. Start posting some inspirational pictures and re-pinning your followers’ favorite visuals…you will be surprised at the increased engagement and interaction that comes your way!
  • 39. 39 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest PART III: Marketing with Pinterest Creating a Brand Image & Online Presence Let’s focus specifically on branding for a moment. As a successful entrepreneur, you want to create solid results through branding your business. Here are some ways Pinterest supports those efforts. Finding Fans Your fans are going to take the time to pin content from your website and about your business on their boards. When you interact with their pins, re-pin and like them as well as comment on their favorites, you’ve engaged in a conversation with your audience. Whole Foods, whose Pinterest profile is shown above is a
  • 40. 40 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest great example of a brand who repins followers’ pins often. The give and take created by repining is a type of conversation with their customers, a conversation that may have never happened without the visual interaction Pinterest brings. This is a great way to create super-fans who rave about and share your products. Listen To Your Customers You will gain valuable insights into your customers’ interests through their pins. Follow the people enthusiastic about pinning your content to their boards as well as those pinning photos from the influencers in your market niche. Check out other pages and boards they are showing interest in. Getting to know your customers enables you to build products and services that will meet their needs. By communicating in such a vibrant, visual way you will be interacting on a level not provided by any other social media platform. In fact, there are people active on Pinterest who wouldn’t tweet or FB if you paid them to! Using the Activity View to Listen to Your Customers Released in Spring 2012, the Activity View tab on your friends’ profiles gives you a quick snapshot of their activity, what they’re liking, repining and commenting on. This is a great tool for building deeper engagement with your followers. People love to be made to feel important and valuable! Commenting on their repins and likes is an easy, targeted way to do this.
  • 41. 41 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest You can also use the Activity View to take a quick look at your own profile and activity level to see if there are patterns you weren’t aware of. This feedback may be useful in developing additional product lines or services based on ways your followers are finding your content useful. Crowd Sourced Promotion You can ask your customers to promote your business. Ask them to ‘pin’ your product pages and other landing pages to their boards. Offer a prize to the fan that has the most pins related to your business. This creates a contest for your fans to engage in and creates a bit of competition. Crowd sourced promotion works wonders in the world of online marketing. Hemp Milk has been using Pinterest to generate crowd sourced promotion. You can see in this image how their fans can promote the brand through three actions; the repin, like and making a comment. You can then repin the top boards to your own Pinterest page, asking your audience to vote on a winner. Using Images
  • 42. 42 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest By creating an image-based marketing strategy, you may discover a visual brand that wasn’t apparent when you first started your business. Using the collaborative and interactive aspects of this platform the images that are in line with your mission and message will quickly become obvious. Test out logo or specific branding images or just collect a variety of related images to test out your audience. It’s all possible with Pinterest! With so many different social networks available, why should you use Pinterest? It is a relatively new social media website so wouldn’t Facebook or Twitter be a better option? The answer to these questions is in the next chapter.
  • 43. 43 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Why You Can’t Afford to Ignore Pinterest Pinterest and other social media platforms can be a great boost for small and emerging businesses. They can create a significant online presence and attract customers. Yet, there are so many social networks around, each with its own set of pros and cons. Sometimes it can be tough to decide where to invest our time and energy. Recent developments around Pinterest make it clear to me that this platform cannot be ignored! Driving visitors to your website In a January 2012 article, noted Social Media expert Brian Solis collected some fascinating recent data about the explosion of Pinterest traffic and its power on the web to refer members to other sites. Of note, he commented on the various ways consumer brands are experimenting with Pinterest, “thoughtfully assembling a curated lifestyle,” by allowing consumers to “visualize and remix new possibilities.” This twist on lifestyle promotion rather than pure product placement allows your audience to see themselves using your product or service in new ways they may never have considered before.
  • 44. 44 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest His article included the following two infographics measuring Pinterest unique visitors and referral traffic relative to other websites.8 8 http://www.briansolis.com/2012/01/pinterest-rivals-twitter-in-referral-traffic-pinteresting/
  • 45. 45 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest It’s fascinating to note that while Pinterest still came in below Twitter, it is by a narrow .01% margin. Additionally, Pinterest drove more traffic than YouTube, Reddit, Google+ and LinkedIn combined! Is Pinterest Slowing Down? There have been a few reports by tech writers in recent weeks suggesting that Pinterest’s growth slowed during the first quarter of 2012. For instance, according to a digital analytics company comScore, the number of unique visitors brought in from February to March, 2012 grew at a lower rate than it did compared to time from January to February 20129 . We’ve seen similar growth spurts and slowdowns for many social media sites over the years, so let me reassure you that it’s very normal for sites to 9 http://mashable.com/2012/04/12/pinterest-traffic-slowing/ “Scale is one of the least important factors marketers should consider when evaluating emerging platforms, because it’s a moving target. Marketers should look at other factors, such as how relevant the platform is to their brand and how well their brands can provide value for that platform’s users.” -David Berkowitz, VP of Emerging Media, 360i
  • 46. 46 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest experience cycles of rapid growth followed by periods of slower growth as its new user base solidifies. Why is this a good cycle? Simply because it gives you as a marketer a chance to market more effectively to the core audience attracted by this particular social media platform. Who is sticking with Pinterest? Who is remaining as a user of Pinterest and how? 80% of Pinterest users are female, making Pinterest one of the most successful social media sites in building and retaining the interest of women. As Pinterest continues, if your product or service is used or referred by women, it’s clear this is a marketing tool for you. It is interesting to note also that 80% of pins on Pinterest are repins. This could be huge for businesses – bringing interest in your product or service to a small group of people could easily make interest in your business go viral10 ! Because of the ease with which users can repin content that points directly to your business’ blog or webpage and brings resultant traffic with it, it increases the size of your marketing base, which is great news for a few reasons. 10 http://www.business2community.com/social-media/who-gets-you-more-business-leads-google-or-pinterest- 0177826
  • 47. 47 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest As your pins that point to your business’ website or blog are shared by more and more users, this creates a greater base of people with links into your site. Instead of having a few links into your company’s webpage from your company’s Facebook or Twitter profile, links can come into your website via as many people as repin your content on their boards on Pinterest. The more people who pin your pictures, the higher chance you have of a pin (or product or service) going viral. The broad base of inbound links created by the re-pinning structure of Pinterest provides a key form of safety to protect your marketing efforts in a worst-case scenario. If for some reason your profile on Pinterest goes down, is blocked, hacked, etc., the pins that your followers have repined on their own boards would still exist, taking visitors to your company’s website or blog. If the majority of your links from another social media site come from your own profile on those sites, damage to that profile may negatively impact all of the links coming to your business from your profile.
  • 48. 48 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Connect with Customers: Seek and Discover Users’ Interests The goal for businesses who use social media platforms such as Facebook and Twitter is to extend their reach by getting more and more people to follow and subscribe to their pages. With Pinterest, it works differently. People use this site to browse for content related to their areas of interest. If your business’ photos and interactions happen to be within their circle of interest, the person is very likely begin a photographic conversation with you. Having thousands of followers is not helpful if they are not interested in your niche or expertise. Pinterest gives you the opportunity to find interested prospects in a very simple way. This means that you have a better chance of developing long-term, results based relationships. Not only are such customers going to stick with your brand but they are going to recommend your products to other people as well. Rent the Runway has been successful in segmenting its audience through Pinterest. To target interested users, the brand creates different pin boards for outfits related to different occasions. This makes it easy for members who are interested in occasion-specific fashion to find them through Pinterest.
  • 49. 49 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest By targeting interested users and giving them what they are looking for and simultaneously expanding the options available to them, you are in a strong position to build a particularly responsive follower base via Pinterest. Picking Up Trends Pinterest is a great place to check out the latest trends that internet users are following. Much like Twitter provides you a list of pages that are trending, you can find out the boards that are receiving the most pins. Since the trends are being updated in real time, you get relevant and up-to- date information. The ‘Popular” category is where you will find the most popular and repinned graphics. If you are unsure about choosing a theme for your board, a good idea is to look into the latest trends. You will have an idea of what members are looking for and you can adapt the themes accordingly.
  • 50. 50 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Link Building through Images The main method of link building is through backlinks. Yet backlinks are boring and hold little appeal for the average user. Pinterest provides you the opportunity to carry out link building without having to use backlinks. You can use the images that you pin to your board to build links to your website and also to other sites. It is easier to get people to engage when the links are visually appealing. Since every picture you share or that is shared by any of your fans links to your product page or landing page, it is an especially effective method to build backlinks.
  • 51. 51 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Creative Examples of Pinterest Link Building While link building via Pinterest can often happen through pure chance (followers discovering compelling content and re-pinning, there are a number of creative ways to build authentic follower engagement and increase their re-pinning activity (link-building) at the same time. PUZZLE CONTEST: Consider a contest run by Peugeot of Panama. They designed boards on Pinterest featuring pictures of its latest models – with some squares missing here and there. Followers were invited to hunt for the missing pieces on the company’s Facebook page and website, repin the images to their own boards, and share them with Peugeot. The first five to finish the game were offered prizes. PRODUCT PROMOTION: Cosmetics retailer Sephora offers another approach to link building using Pinterest. They’ve added a “Pin-It” button to every product on their website, as well as including boards from select company employees. Not only does this provide numerous sources of linkbacks; it also leverages the power of employee recommendation for a product, right from the shopper’s home computer or mobile device. SERVICE BUSINESS PROMOTION: A bold use of Pinterest by a service company eliminated the need for linkbacks (and blog management altogether) by moving its site to Pinterest altogether. Australia-based job agency Holler’s profile
  • 52. 52 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest includes boards for current work, clients, press releases and contact info, as well as relationship and culture-building boards related to office life11 . Basic Search Engine Optimization (SEO) with Pinterest 12 Good SEO boosts the online presence of a business significantly. Without having to dive into the endless sea of keywords and link building, Pinterest provides you 11 http://www.fastcocreate.com/1680575/the-9-most-creative-uses-of-pinterest 12 http://www.flickr.com/photos/silvery/6344314863/
  • 53. 53 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest a way to get good SEO easily. As mentioned above, the images link back to the website where they originated. By having images pinned on Pinterest link back to your sales page and website, you are effectively boosting your SEO. The SEO can be invaluable if you have a new startup or small business with limited financial resources. You can improve your page ranking without having to engage in the SEO learning curve or hiring an SEO expert. Improving the page rank can be a hard job, especially for a new business as it takes a lot of time to get the required number of links and visitors. Advanced Search Engine Optimization (SEO) with Pinterest SEO Opportunity for Link Building: As one of the fastest growing (aka most popular) and largest social media sites at this time, Pinterest has strong domain authority. By pinning something from your business website or blog, you increase the chance it will appear higher on a search engine result page. SEO Keyword Strategy: Google is now indexing Pinterest profiles and personal boards. What does this mean for you? By doing SEO research into your niche’s keywords and including those keywords in your profile, boards, and pin descriptions, you are maximizing the ways in which search engines can find you. Pin-It Button: As effective as Twitter’s “Tweet This” button and Facebook’s “Like” or “Share” buttons, the Pinterest “Pin-It” button on your blog or website, coupled with the effective and strategic use of graphics in your blog posts and website, is
  • 54. 54 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest an easy and effective way to promote your business’s visibility. Additionally, as your blog’s images are re-pinned, a rich network of links are built back to your blog or website, boosting the SEO of your blog. The Power of Analytics: When it comes to knowing what images or ideas are driving traffic to your site, Pinterest takes the cake. This is because with Pinterest, rather than seeing a general website source for traffic to your site, you can actually see the specific pin or image that generated the referral click. And speaking of analytics… Show Me the Numbers: Finding and Using Pinterest Analytics How do you know your Pinterest activity is worth the effort? There’s certainly a lot of people raving about its reach, both among your friends and among the “experts” on the web. You hear people say how you should be “pinning” and “following,” and it’s easy to believe that it must be true. But how do you know? What’s the value of your Pinterest traffic? Monitoring the outcomes related to your Pinterest activity is critical to understanding the value of your business efforts on Pinterest. Here are a few of the tools that are useful in this regard.
  • 55. 55 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Google Analytics Referrals Reports: An interface that is familiar to many from using it to track standard website and blog traffic, Google Analytics can also be used to track website referrals from Pinterest, by going to Traffic Sources - >Sources->Referrals Report. If Pinterest does not show up in the list of your top 10 referrals, then search for “Pinterest” in the filter window (the one with the little magnifying glass) at the top of the results table. The folks at Mashable.com have set up an advanced segment to make it easier to grab only Pinterest traffic; it even includes advanced instructions for those using the ecommerce feature of Google Analytics to analyze if Pinterest users are more likely to purchase13 . Dashboards: Using Google Analytics’ dashboards is an additional way to have a broad view of information related to your site’s activities. Some areas to track on a daily basis might include daily visits from Pinterest, origination platform (mobile versus desktop – and which kind of mobile device), unique page views, time on site, and of course, conversion rate. Multi-Channel Funnels Assisted Conversions: Say what? This is a complicated term for a simple concept. Imagine someone clicks a link on your Pinterest profile, goes to a product landing page, and converts to a 13 http://mashable.com/2012/03/13/pinterest-track-traffic/
  • 56. 56 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest customer. Google Analytics will capture this worthwhile information in the other reports we’ve mentioned. But what if that same person goes from Pinterest to your site, then goes to a standard search engine, comes back to your site and makes the purchase? Standard analytics will credit that conversion to the search engine, not to your Pinterest profile, even though it placed a partial role. Within Google Analytics’ Multi-Channel Funnels report, the Assisted Conversions function will tell you how often Pinterest assisted with (but was not the final source) before conversion to a sale, as well as how often Pinterest was the final source before conversion to a sale. Multi-Channel Funnels Top Conversion Paths: Another option in the Multi-Channel Funnels reporting section concerns examining the top conversion paths leading to sales on your site. This report allows you to see specific examples and pathways in which Pinterest brought users to your site, who converted immediately, and who returned at some later point to convert. Google Reader While most people consider it a way of monitoring blogs and news feeds, Google Reader can also be set up to monitor your social media reputation and activity as well. Pinterest does not have a traditional RSS feed, however one can be set up through a site such as Feed43. Once data is gathered, you have an easy
  • 57. 57 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest access point to gather information about what is being pinned (filter by keyword) and when (what are your highest re-pinning times for your site). Once you have information about your pins and what sort of activity they’re generating, it’s time to ask yourself some questions about what it all means. For instance, you might see that one of your pins has resulted in 1000 repins, but only 500 actual visits to your site. From this, you might reasonably conclude that not everyone re-pinning your image is actually clicking through to your site. Just like traffic from any source, you then have to decide specifically what you want to accomplish with any particular traffic source (aka “pin”) and determine how to guide your audience toward that goal. Directing Traffic: Using Pinterest to Increase Click Throughs There are some amazingly simple yet effective strategies for increasing engagement and click through rates from Pinterest pins! For instance: Smaller, slightly less readable graphics increase click-through. Why? Because they’re intriguing yet slightly unreadable, people have a natural tendency to click them to open a readable version. If using infographics (also good for click-throughs because people want to see the whole thing), headlines are critical to getting people to click through.
  • 58. 58 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Calls to action are just as important to traffic originating from Pinterest as from anywhere else. Make a targeted, specific call-to-action on your pin’s landing page! Make sure your audience knows exactly what it is you’re inviting them to do, read, buy, etc. All of these steps for increasing click-throughs and conversions aside, it is important to note again: Pinterest is not a place to directly push or make sales. It is a place to build relationships with your audience, facilitate engagement with your brand, and guide traffic to your business blog or website, where a happily engaged audience will convert to being loyal customers.
  • 59. 59 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Demographics 14 According to Google, a whopping 82% of the users of Pinterest are female and 70% of them are under the age of 45, making Pinterest the premier social media network that has been able to attract and retain female users. 14 http://marketaire.com/2012/02/01/pinterest-facebook-social-commerce/
  • 60. 60 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest This can be a huge advantage for a business looking to target women. This would be virtually any type of business! Research indicates that women are the ‘deciders’ about many products or services typically bought for their households. While Pinterest may not be the best place to target men (yet!), women buy gifts and make many shopping decisions for men. So don’t discount the power of Pinterest for typically male products as well. There are many social networks out there yet, it’s clear that using Pinterest as part of your marketing strategy is a great idea. However, if your business is female-centric, then Pinterest should be at the forefront of your online marketing campaign.
  • 61. 61 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest PART IV: Pinterest Case Studies - 7 Brands' Best Practices Sometimes it's tough to take something new like Pinterest and figure out how to make it work for you. Just to get you started thinking creatively about how to use this platform to boost your business, here are 10 brands using Pinterest well. 1. David's Bridal The beauty of a wedding certainly has the potential for generating a ton of images for a visually based site like Pinterest. David's Bridal has taken this potential and run with it, creating thematic wedding boards, color-coordinated boards, boards for other wedding-related ideas, love quotes and more. Pinterest is a great way for brands to provide inspiration featuring their products for their customers.
  • 62. 62 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 2. Hubspot So you've got a service based business, or your products have more of an informational appeal than the last example. Afraid your business doesn't have a photogenic side? Think again! Data-giant Hubspot has made great use of Pinterest to feature content including Ebooks, white papers, and other informational products. Posting a pin featuring an image promising highly desirable information and connecting it to an opt-in form to get access to that information is a creative use of Pinterest for the purpose of lead generation.
  • 63. 63 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 3. Chobani Proving that it's the content you share that makes your social media presence interesting, not necessarily your product, Chobani's Pinterest account features not only pictures of its different kinds of yogurt but recipes as well. In one board, titled "Nothing But Good," (the company's tagline), there are no pictures of yogurt at all, but many pictures of the lifestyle associated with the company's branding. Chobani has created a targeted approach to using lifestyle branding, providing a wide array of images associated with the lifestyle and emotions the brand tries to evoke. This is an example of the branding benefit that can be gained by knowing your ideal customer, what their interests are and providing content that reflects the interests of the whole person and their desired lifestyle.
  • 64. 64 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 4. Whole Foods I've mentioned them a number of times in this book, but their Pinterest presence is really one that has set the standard for many businesses. A few things to note about their Pinterest page: They've done a great job with their company bio, stating clearly who they are and what they do, in a way that's engaging rather than dry. Their boards feature the lifestyle achievable to those who are their ideal customers without beating you over the head and spelling it out. Who's likely to be interested in Whole Foods Markets? People with an interest in healthy living, cooking, and gardening for starters, and these are first and foremost on the Whole Foods Pinterest boards, without having the company name or logo all over the place at all. It's a way of using images to evoke a mood, and Whole Foods clearly does this well.
  • 65. 65 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 5. Oreck Yes, the famous 8-lb vacuum cleaner. How does a vacuum cleaner company create interesting boards? By creating collections of stunning, beautiful floors (a great subtle reminder of what their product accomplishes), and a board titled "Furry Friends," also a reminder of the promise of what their product does without focusing on the actual act of cleaning. Providing valuable content is a smart marketing strategy facilitated by Pinterest. Additionally, information that is likely to be useful and valuable to their customer (cleaning tips, inspirational quotes, interior décor ideas) are provided as well, creating a site that provides value and excitement to their audience beyond the perception of a boring old vacuum cleaner! 6. Mashable
  • 66. 66 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest While Pinterest is seen as primarily the playground of women (at least in the United States), Mashable is one of the companies poised to change this perception. Known for its great visuals and infographics in its posts and reports, Mashable's Pinterest page takes full advantage of their visual product line and branding, featuring boards of the techie toys and infographics reports the company is well known for reporting on. This is a great example for other companies that might perceive their product or service as not Pinterest friendly. Mashable has used Pinterest to make information visually appealing, a smart marketing strategy on a visual platform.
  • 67. 67 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 7. Martha Stewart Living Could there be a brand more perfectly suited to a visual platform? Without overtly emphasizing their brand name throughout their images, the Martha Stewart Living boards are filled with images related to the kind of content that draws people to the Martha Stewart brand of magazines, products and more. Crafts, recipes, home decorating and more are some of the boards featured. Of note - a seasonal board for Halloween is visible but not yet front and center as of this writing (September 2012), creating interest for those starting holiday preparation early but not eclipsing end of summer and early fall themes either. Lifestyle marketing is one of the easiest ways for a brand to tap into this visual platform.
  • 68. 68 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 8. Oberlin College Who should tell the story of a brand? The marketing department? Oberlin College has challenged this idea, creating collaborative Pinterest boards that are pinned to by students, staff, faculty, and alumni. Access is maintained by a social media coordinator, and enables the story of the college to be told from a number of different perspectives. A wider range of collaborators ensures the message is broader than just the marketing department, giving the college a way of being more transparent, especially to prospective students. The practice of transparency is a great way to set your brand apart from competitors on Pinterest.
  • 69. 69 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 9. General Electric Think lightbulbs, airplane engines and high end medical machines can be made interesting on Pinterest? With a succinct mission at the top of the page, "#Pinning things that inspire us to build, power, move and cure the world," the General Electric Pinterest page does a great job of featuring products that might otherwise be thought of as uninteresting to the general public on Pinterest. One of their most popular boards? A repository of some of their most advanced engines and technology, temptingly titled, "Badass Machines." Just naming a board can make the difference in how your audience views your product line! GE's Pinterest boards feature quotes related to innovation and scientific achievement, motivation, and inspiration related to supporting people battling cancer - a disease for which their medical equipment offers treatment.
  • 70. 70 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest 10. Marketo How would you develop a Pinterest board for a software company? Marketing Software company Marketo has approached their Pinterest boards from the perspective of their ideal customer, providing content to inform, educate, and entertain. Boards feature subjects such as Don't Stop a Meme-In, Marketing Humor, Kick A$$ infographics, and more. Pins and boards that reveal something of the company culture behind a company, when the actual products may not be particularly photogenic, is a great strategy for creating boards of content that get pinned and repinned. Memes especially are a frequently shared medium, so including a meme board is a great move on the part of Marketo.
  • 71. 71 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Giving Your Business a Boost with Pinterest We have explored the viability of using Pinterest for branding your business. Among the social media websites currently in use, Pinterest is a unique asset when you are seeking to create and establish a visual brand. At present, Pinterest is in its infancy. As it progresses, the effectiveness of Pinterest as a marketing presence in the online world of social media will, without a doubt increase exponentially. More and more businesses are going to make use of this photo sharing social media platform for branding and community interaction. The strength of this unique platform lies in its simplicity. By connecting items, photos and interests instead of people, Pinterest has revolutionized social media. Take the opportunity to begin experimenting with this simple, yet strong platform today.
  • 72. 72 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest About the Author Kim Garst is a Mompreneur, Social Media and Personal Branding Strategist, Speaker, Coach and Trainer. She was recently name by Forbes as one of the Top 50 Social Media Influencers, #2 Social Media Blogger by Social Media Examiner and Kred.com named her as one of the top Social Media Bloggers. Her systems help the average business owner quickly master social media to generate extra-ordinary results for their business. She has been working online successfully for almost 20 years and has built a number of 7 figure businesses during that time.
  • 73. 73 The Quick and Easy Guide To Branding Your Business and Creating Massive Sales With Pinterest Currently she shares her experience with large corporations, small business owners as well as new and established solopreneurs. She is a devoted wife and the mother of two amazing young men. Her motto is ‘you can do it’! A note from Kim… I would love to hear what you think of this book, questions you may have, feedback or simply some suggestions and ways that YOU use Pinterest. I want to hear from you! Web: www.kimgarst.com Pinterest: www.pinterest.com/kimgarst Facebook: www.fb.com/kimgarstsocialboom Twitter: www.twitter.cm/kimgarst

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