Pinterest for Business
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Pinterest for Business

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Quickly becoming one of the leaders in social media, Pinterest offers businesses a great way to interact with their customers in a personal way. But an even better reason to use the site is that it ...

Quickly becoming one of the leaders in social media, Pinterest offers businesses a great way to interact with their customers in a personal way. But an even better reason to use the site is that it is the #1 referral source of web traffic! If you are a business owner or marketer looking to increase traffic to your website, Pinterest may be the tool you’re looking for!

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  • Unique Visitors to Pinterest.com increased by 155% in just one month – December 2011 to January 2012.By the end of 2011, Pinterest was listed as the #5 social network, beating out Google+ and LinkedIn.Naturally, this has your attention. Can it help your business? Can it be used for marketing?Absolutely.
  • So, what is Pinterest?Pinterest is a social network that allows users to visually, share, curate, and discover new interests/ideas by posting or pinning images or videos to a pinboard. You can pin images you have on your own computer, you find on other Pinterest pinboards, or you find on the web.Here’s the Pinterest home page. Even without an account, you can still view what’s going on on the site. You can still search for ideas, your product, or other things that interest you.
  • Once you gain an account, you login and are greeted with this type of homescreen. It’s just a conglomerate of the pins posted by the people you follow.So, let’s stop here and breakdown some of the terminology.{CLICK} A Pin – an image added to Pinterest.When you pin an image, that act is called “Pinning”.{CLICK} The person who pins the image is called the “Pinner”.
  • For each pin, a person has the option to “like”, “repin”, or “comment” on a pin. Obviously, like with other social networking sites, engagement is key.What’s great about Pinterest, is that a person does not have to be one of your followers to see the pin. Many times users use the “search” feature when looking for specific inspiration or ideas on a topic. Your content is included in Pinterest searches.I will speak in a minute on how to get your stuff on Pinterest.Within your account, you can organize the images you pin.
  • Within your account, you can organize the images you pin.Here is an example from Sevenly, an organization that raises money for charities.You can see they have various “Boards” to organize the images they’ve pinned.As a Pinterest user, you have the choice to follow only specific boards of people, or everything. Conversely, people can decide to only follow certain boards of yours, or follow all of them.
  • Pinterest is a powerful tool to generate traffic to your website and highlight your product or service.Early research suggests that it’s even more powerful that Facebook.Including the “Pin It” button on your website will allow each image that is pinned from your site to include a link back to the source. This not only helps your SEO strategy, but also offers opportunities for customers to see your stuff! They’re just one click away.Pinterest is currently connected with both Facebook and Twitter. Activity on a person’s Pinterest page can be broadcast on other sites, which only adds to the viral nature of Pinterest. One thing to note: Pinterest does not connect to a Facebook business page… personal pages only. Eventually, the extra links that are being created back to your site will turn into quality leads for sales
  • Basic demographic discussion
  • It’s interesting to note that on average, Pinterest users stay on the site longer than they do on Facebook or Twitter. Only YouTube keeps their attention longer.So, what are they doing when they are in the site? How are they sharing their information? The 2nd chart tells us that the vast majority of pins come from repins. Information and images are bouncing around between users over and over again. Which means once you start putting your stuff out there, it can go viral very quickly.But what’s the best thing about being on Pinterest? Web referral is phenomenal. Pinterest is really making a name for itself as a lead and traffic generator for business websites. Users may be repinning image after image, but they are also searching out the websites that originated the content and looking. If you struggle with web presence, Pinterest can really start generating some traffic your way.
  • Pinterest still operates on the invitation system.Visit www.pinterest.com and click on “Request an Invite” at the top of the screen. You’ll be asked for your email address, and will wait for the invitation to come in the mail. Another way to receive an invite is to have a friend who is already on Pinterest invite you. This method is quicker than waiting for Pinterest to grant your request.For businesses – be sure you register your account with the same email address that you use for your business’ Twitter account. This will allow you to share your pins via Twitter. Once you receive your invitation from Pinterest, you’ll want to sign up through the Twitter option – not Facebook. Currently, Pinterest doesn’t offer a way to connect your Pinterest account to your Facebook Business Page.
  • Once you have activated your account, you want to make sure your profile is optimized.This basically means to make sure that all the pertinent information is filled out. You can do this under the settings tab. Choose your company name as your username and simply fill out the information.
  • When you are setting up your account, you’ll want to make sure that you have your settings aligned so that your profile can get indexed in search.This is all under the Settings tab.
  • A word of caution before you jump off into the world of pinning:Pinterest discourages blatant self-promotion.According to the company, “Pinterest is designed to curate and share things you love. If there is a photo or project you’re proud of, pin away! However, try not to use Pinterest purely as a tool for self-promotion.”What does this mean for you and your company? This means that the best way to use Pinterest is to find ways to promote the lifestyle your brand promotes.What are ways you can do this?EXAMPLES:As a shoe store, don’t simply put up pictures of your inventory. Instead, have a board of “Where you’ll go” and have pictures of shoes in fun places.AARP has a board called “Quotes to live by”, and it’s simply inspirational quotes for their target market.These boards not help you promote your products in an indirect manner, but they add interest to your Pinterest profile. This helps you build your following.
  • Here’s what Ingersoll Rand is doing on Pinterest… they are manufacturing company. They do have boards dedicated to their products, but they also have a board dedicated to what their tools have helped create.That’s a pretty cool way to indirectly sell the quality and durability of their product. If these are the tools that shaped Mt. Rushmore, built the Hoover Dam, built the first atomic submarine for the US Navy – don’t you think they can do the job you need done?
  • We’ve scoured Pinterest accounts for businesses to find what they do that is making them so successful. Here’s a list of 10 tips from those accounts. You don’t have to do all of these right off the bat, but you definitely want to pick a couple of these tips and focus on them as you get started using Pinterest.Install the “Pin It” button on your website. You can install a “Pin It” button on any of your webpages by going to pinterest.com/about/goodies. Scroll down the page until you see the section titled “Pin It Button for Web Sites”. You will need to enter the URL of the page and a description of what your audience is pinning. Then simply follow the directions for adding the code to your webpage.On the topic of having a Pin It button on your site, it will be important to have PINNABLE MATERIAL! This means that everything needs to be visual. Make photos a part of your entire web strategy. Pictures are what people pin. Period.And if you’re putting more picture up, or just putting more of a focus on the imagery you share, make sure that you are using quality photos. When people pin an image, they are showing a little bit about who they are and what they like. They gravitate towards the images that do the best job of showing that. Taking just a few extra minutes to make sure the image is as good as it can be can make a big difference in the amount of pins you receive.For your own pinboards, make sure you are using good, thoughful keywords and appropriate hashtags in the descriptions for your pins. These terms are what Pinterest searches through when someone enters a term to search on Pinterest. Entering a few terms with your pins will help increase your visibility, and grow your followers.A great tip to remember when you begin pinning images of your own products: if you enter the $ sign followed by the price of the item in the description, Pinterest understands that you are sharing how much that items costs. Pinterest will add a small banner over the items image with the price included. This really helps users understand that this is something they can buy from you, and not just an image that you pinned to a board because you like it.In your Pinterest settings for your boards, allow additional contributors to pins by selecting “Me + Contributors”. You can add the email address of any of your Pinterest followers to allow them to contribute to a board of yours. This is a GREAT way to encourage as much engagement as possible with your followers.Install the “Pin It” Bookmarklet on your webrowser. This allows you to have a simple way to pin images while browsing the web at any time. It’s a lot like hitting the “Bookmark” or “Favorite” button. But instead of saving the site for your browser, it immediately pins the site to a pinboard. It makes it so easy for to quickly participate in the Pinterest world without taking you away from other tasks.Crowdsourcing can be a great way to encourage engagement, much like using Me + Contributors. Crowdsourcing simply means outsourcing tasks to another group of people. It’s been going on for ages…one of the earliest documented examples being when the Oxford English Dictionary asked for people to submit sentences for each word in the dictionary. It took 70 years for all the submissions to come in and be reviewed! Today, crowdsourcing happens mainly on the web. For Pinterest, it simply means asking people to tag you in their pins so that you can see what’s going on. Once people start doing that, you can create a board specifically for those pins.Another idea for a board to generate followers and more engagement is to dedicate a board solely for partners or strategic alliances. For a retail establishment, this could be a great way to showcase possible inventory, and then see how your audience responds.Finally, one of the best ways you can help yourself succeed on Pinterest is to use any of the online tools for the site. Pinterest.com/source/yourwebsitehere: you can see if any images from your site have already made it onto Pinterest – even before you’ve started actively participating.Pinterest has an account for businesses: pinterestbiz (Pinterest for Business). The accout has 26 boards, all dedicated to either helpful Pinterest information or resources, tutorials, or examples of how other businesses use the site. It’s great for ideas.Pinterest can work with your Facebook Business page through a Facebook app called TabfusionThere are many, many, many blogs dedicated to helping people with Pinterest (and any other social media). Utilize these FREE resources as you get started.
  • In any marketing strategy, there are a few key points to remember to be successful.Be PURPOSEFUL in your marketing. Know who your market is and what you want to say to them. This will help you save money because you won’t be spending money on ads that don’t reach your target market. It will also help you get your brand out there!Plan on REPEATING ads and information. A lot. It takes time for customers to realize something is different – whether it’s your products or your phone number… it just takes time. We all operate based on habits, and your customers are not paying attention all the time.Be UNIQUE in your message and your method of delivery. Creativity pays off, especially when social media is concerned. Everyone appreciates a new way of delivering an old message – and it’s one of the best ways to make sure you have your customer’s attention.Don’t forget – REPETITION is key.Be ENGAGING. Today’s customer is used to brands that ask their opinion. It’s been a long time since companies can expect to place a TV ad or a billboard up and expect that to get the message to their customers. Today’s consumer almost expects a type of relationship with their businesses. This is especially true on a small business scale. Small businesses have long been associated with excellent customer service. In the world of social media, this is even more true. Ask questions, share behind-the-scenes photos, speak DIRECTLY to your customers.Oh, and be sure to REPEAT that a lot.

Pinterest for Business Presentation Transcript

  • 1. Everything your small business needs to know© 2012 Arkansas Small Business & Technology Development Center
  • 2. Arkansas Small Business & Technology Development Center oTraining oConsulting oMarket Research© 2012 Arkansas Small Business & Technology Development Center
  • 3. “Pinterest is growing in popularity as the hottest new social network.” ~Hubspot, 2012© 2012 Arkansas Small Business & Technology Development Center
  • 4. © 2012 Arkansas Small Business & Technology Development Center
  • 5. What is it?© 2012 Arkansas Small Business & Technology Development Center
  • 6. How does it work?© 2012 Arkansas Small Business & Technology Development Center
  • 7. How does it work?© 2012 Arkansas Small Business & Technology Development Center
  • 8. How does it work?© 2012 Arkansas Small Business & Technology Development Center
  • 9. •Traffic •Links •Social Sharing •Leads© 2012 Arkansas Small Business & Technology Development Center
  • 10. Who’s using ?© 2012 Arkansas Small Business & Technology Development Center
  • 11. Who uses it?© 2012 Arkansas Small Business & Technology Development Center
  • 12. Who uses it?© 2012 Arkansas Small Business & Technology Development Center
  • 13. Getting Started with© 2012 Arkansas Small Business & Technology Development Center
  • 14. Getting started© 2012 Arkansas Small Business & Technology Development Center
  • 15. Getting started logo links brief description company name© 2012 Arkansas Small Business & Technology Development Center
  • 16. Getting started© 2012 Arkansas Small Business & Technology Development Center
  • 17. © 2012 Arkansas Small Business & Technology Development Center
  • 18. Getting started© 2012 Arkansas Small Business & Technology Development Center
  • 19. Lessons From the Best: 10 Tips to Do Pinterest the Right Way  “Pin It” button  Me + Contributors  Make everything  “Pin It” Bookmarklet visual  Crowdsource  Use quality photos  Board dedicated to  Thoughtful keywords partners and hashtags  Use Pinterest tools  Use “$” for prices© 2012 Arkansas Small Business & Technology Development Center
  • 20. Secrets to Marketing Success  Purposeful  Repetition  Unique  Repetition  Engaging  Repetition© 2012 Arkansas Small Business & Technology Development Center
  • 21. Questions?facebook.com/hsusbtdc @asbtdc_hsu thorntt@hsu.edu 870-230-5184