Using Pinterest for Marketing 101

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This is a beginner level presentation I gave in May 2014 on using Pinterest for Marketing. Updated information on how to set up business tools, analytics, creating a strategy, setting up boards, what …

This is a beginner level presentation I gave in May 2014 on using Pinterest for Marketing. Updated information on how to set up business tools, analytics, creating a strategy, setting up boards, what works and case studies.

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  • 1. Marketing 101 Sue Reynolds of Carmine Media | Blogging | Social Media | Web Marketing
  • 2. My Background • Manager of Social Media and Design • Founder, Carmine Media • Contributor, Business2Community • Contributor, Voice of America Radio Sue Reynolds of Carmine Media | Blogging | Social Media | Web Marketing
  • 3. What started Pinterest? “We wanted to create a place where you can go to upload or collect things on the web and simply organize it the way you want to.” Evan Sharp Pinterest Designer and Co-Founder
  • 4. Why is Pinterest Addicting? • Simple design • Content hoarding • Image takes center stage • Interest rather than relationship based Image credit: Flickr
  • 5. What Can We do on Pinterest? • Curate content • Share images • Bookmark articles and images • Organize what you love • Share pins on Facebook and Twitter • Comment on other pins • Follow other pinners • Follow other boards
  • 6. Pinterest Stats • Users 68% female, 32% male • 70 million active users. 70% in US • CTA pin renders 80% more engagement • Accounts for 20% of ecommerce referral traffic from social • Pinterest shoppers spend more per checkout, between $140–$180 per order compared with $80 and $60 per order for Facebook and Twitter shoppers, respectively. Courtesy: http://socialmediastrategiessummit.com/blog/10-pinterest-stats-marketers-need-to-know/
  • 7. Chart credit to: http://www.invesp.com/blog/ecommerce/how-pinterest-changed-facebook.html
  • 8. How does Pinterest Work? • Interest boards • Pinners can follow one another • Upload images • Pin images directly from websites • Pinmarklet • Repin other people’s content
  • 9. Is Pinterest Right for Your Brand? • Can you visually represent your brand? • Is your audience on Pinterest? • Is your website optimized for Pinterest? • Do you have someone that can create or manipulate images?
  • 10. What can Pinterest do for My Business? • Drive traffic to your website • Interact with customers/leads • Increase awareness about your brand • Make your brand interesting
  • 11. Developing a Strategy • Define your goals • Review your website • Consult with your web designer • Make a plan for future imagry
  • 12. Setting up your Account Visit Business.Pinterest.com
  • 13. Convert your Account
  • 14. How to Pin • Upload images from your computer • Add a pin directly from a URL • Use the Pin It Button from Pinterest.
  • 15. Types of Pins • Images from your website/blog • Images from blogs you read • Images from customer sites • Photos • Infographics • Food and Fashion • Text slides • Videos
  • 16. Adding links to Uploads
  • 17. Decide on Board Topics • Use fun titles • Include keywords • Industry Best Practices • Include a board for clients • Include a board for inspiration • Your HQ location • Humor
  • 18. Choose a board cover
  • 19. Company Culture • Your Headquarters • What You Do • Who You Are • Industry Best Practices
  • 20. Industry Best Practices
  • 21. Humor
  • 22. Benefits of Business Accounts • Pin It buttons • Follow buttons • Board Widgets • Profile Widgets • Logos and Marketing guidelines • Website verification
  • 23. Verify Website • Settings • Verify Website • HTML File or Meta Tag • Complete on Pinterest • Wordpress.com verification
  • 24. Buttons and Widgets • Profile Widget • Board Widget • Pin it button • Follow Button
  • 25. Wordpress Widgets • RSS Widget • Pinterest Badge • Pin it Button for Images • Follow Button • WP Pinner
  • 26. Business TOS • Using Pinterest • Your Content • Tools for Site Owners • Copyright Policy • Security • Third party links, sites and services • Indemnity http://business.pinterest.com/tos/
  • 27. Logos & Marketing Guidelines • Downloadable logos in .eps and .png • Logo guidelines • Allowable words & phrases • Marketing guidelines • Contest and Promotions • Aps and Naming Services • Merchandise http://business.pinterest.com/logos-and-marketing-guidelines/
  • 28. Formatting Pins • Use creative titles • Focus on lifestyle • Use keywords • Tag others with @ symbol • Add prices to products • Credit your sources • Ask questions to encourage comments
  • 29. Pin Descriptions • Descriptions are indexed • Search for People, Boards or Pins • Alt text automatically displays
  • 30. What Works • Inspire with images • Organize by topic • Collaborate • Host a live pinning event • Ask questions, then pin answers on a Pinterest Board
  • 31. Contests and Sweepstakes • Consult the TOS first • Ask users to create boards about your brand – Include a keyword so you can repin • Make a board for giveaways – Direct pins to landing pages with info • Random drawings of fans from repins • Best board contests – offer grand prize
  • 32. Digitize your Catalog • Great potential for retail • Boost your brand image • Sharing • Polyvore
  • 33. Case Study: Jetsetter Goals •Cultivate Brand Advocates •Empower to Share •Obtain actionable feedback
  • 34. Case Study: Organized Interiors Goals •Design ideas •Brand presence •Discover unique products
  • 35. Housekeeping • Admin rights • Artwork • Etiquette • Do more than self promote
  • 36. SEO • Optimize your page • Brand controlled search results • Brand friendly pins • Linkbuilding outreach • Descriptions are indexed
  • 37. Copyright • TOS • Cite your source • Pin from original source • Create your own content! • Check before repinning • Avoid embed
  • 38. Measure and Track • Google Analytics – Support for UTM variables – tagged URLs – Direct traffic • Cross account engagement? • Repins • ReTweets • Pinterest Source Page
  • 39. Pinterest Analytics • Business accounts only • Website must be verified • Learn what your followers like • Track your pinning activity
  • 40. Pay Attention and Evaluate • Pinned over two years ago • No website linked • Repins began 3/31/13 • Created and linked blog post and photo album
  • 41. Pinterest Source Page http://pinterest.com/source/yourdomain.subdomain.com/
  • 42. Pinterest Place Pins http://www.pinterest.com/places/examples/
  • 43. Keep up with Changes
  • 44. Don’t Give Up • Regular posts • Leverage existing SM platforms • Spend the time • Relationships take time • Set aside time to follow new pinners • Pin daily
  • 45. References • http://about.pinterest.com/copyright/ • http://mashable.com/2012/03/20/why-is-pinterest-so-addictive/ • http://about.pinterest.com/terms/ • http://business.pinterest.com/tos/ • http://techcrunch.com/2013/02/17/social-media-statistics-2012/ • http://pinterest.com/pin/52284045645363385/ • http://www.chipchick.com/2013/02/pinterest-twitter-social.html • http://en.support.wordpress.com/webmaster-tools/#pinterest-site-verification • http://www.hongkiat.com/blog/pinterest-wordpress-plugins/ • http://wordpress.org/extend/plugins/pinterest-rss-widget/ • http://wordpress.org/extend/plugins/pinterest-pinboard-widget/ • http://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in- the-us/ • http://searchengineland.com/why-pinterest-is-not-your-seo-miracle-worker-117762 • http://pinterest.com/bergdorfs/i-never-forget/ • http://blog.hubspot.com/blog/tabid/6307/bid/31147/The-Ultimate-Guide-to-Mastering-Pinterest- for-Marketing.aspx • http://www.socialmediaexaminer.com/pinterest-contest/# • http://blog.pinterest.com/post/21816641071/introducing-improved-group-boards • http://mashable.com/2012/03/21/pinterest-copyright-legal-issues/
  • 46. Sue Reynolds of Carmine Media | Blogging | Social Media | Web Marketing Questions? Connect with me! Pinterest: /carminemedia Facebook: /carminemedia Web: Carminemedia.com Twitter: @suereynolds Instagram: carminemedia