Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016

6,152 views

Published on

Pinterest for business results. Provides advanced strategies and tactics to develop a Pinterest strategy, plan to inspire your audiences, increase brand awareness, generate leads and increase sales. Includes strategies to build your online digital platform / website, content marketing strategy, measure results and conversion optimization. Included is visual marketing best practices and loads of industry statistics. These tactics are helpful for large business to small business and entrepreneurs, b2b or b2c.

Published in: Social Media

Pinterest for Business Results Advanced Strategies and Tactics Social Fresh 2016

  1. Pinterest  for   Business Pam  Moore   CEO  /  Founder Marketing  Nutz Host:  Social  Zoom  Factor Social  Fresh  2016  
  2. agenda   • why  Pinterest  for  biz? • case  studies     • 7  step  success  strategy  
  3. the  point  of  inspiration  is  changing
  4. YOU are  the media
  5. human  brain  processes  visuals  60,000  times  faster  than   decoding  text!  
  6. • Pinners  see  themselves   as  trend  seekers,  early   adopters   • Believe  Pinterest  is  a   great  resource  for   trends,  styles  &  new   things  to  try   what  drives  them?
  7. • 110  million  daily  active  users • 175  million  registered  users   • 90%  female  /  29%  male • 75%  more  males  than  2014**   • 49%  US  women  online  use   Pinterest • 70%  household  purchasing   decisions  made  by  women • 41%  users  have  avg household   income  $50k+   who  are  they? **Ahology 2015  Report
  8. • Age – 18-­‐29  =  34% 30-­‐49  =  28%   50-­‐64  =  27% • 9%  Hispanics;;   up  6%  fr 2014.  11%   active  pinners  /   14%  daily  pinners.* who  are  they? *Source:  Ahology
  9. • 45%  college  graduate  or  post   graduate   • 56%  employed,  15%   homemaker,  12%  unemployed,   10%  students   • More  likely  to  be  single  &  living   alone  (33%)  and  less  likely  to   be  divorced  (9%)   they  are  college  educated,  working *Source:  Ahology
  10. • 60%  from  USA,   followed  by  India,  UK,   Brazil  &  Canada • Site  now  available  30+   languages  with  offices   in  London,  Paris,   Berlin,  Brazil,  Tokyo they  are  global *Source:  Ahology
  11. • 50%  of  those  who   notice  promoted  pins   click  to  get  more  info.   • 40%  made  a  purchase,   suggesting  promoted   pins  inspire  future   action!   they  respond  to  promoted  content *Source:  Ahology
  12. they  try  new  things • Pinterest  inspires  action – 2/3  active  pinners  /  84%   daily  pinners  inspired  to  try   something  new  once  a  week   or  more – 73%  active  pinners  /  89%   daily  pinners  have   purchased  something  new   they  discovered  on  Pinterest  
  13. • buy   • opt  in   • share • try • read   • click   they  take  action
  14. • more  than  1/3  (36%)  &  60%   daily  pinners  access  Pinterest   once  a  day  or  more  using   smart  phone.   • half  of  active  pinners  48%  &   77%  daily  pinners  do  so  at   least  several  times  /week   they  are  mobile 15
  15. 67%  active  /  86%  daily   pinners  have  accessed   Pinterest  while  shopping   to  buy  something  they   pinned   they  reference
  16. • 14  minutes  =     avg site  visit • 30%  prefer  over   watching  TV they  hang  out  
  17. most  common  destination  for  users  who  click   on  a  pin  is  a  blog!   they  read Source:  coschedule infographic
  18. Pinterest  =  90%  social  media   shares  on  the  web they   share
  19. • invest  now  to  harvest   tomorrow • best  if  you  have  an   integrated  digital,  social   platform  that  supports  your   business,  not  just  your  pins   or  boards   • inspiration,  ideation,   conversion  and  community   focused strategy  and  approach
  20. Case  studies
  21. • Tight  email  integration  increased   subscribers   • Color  blocking  board  generated   14k  saves  in  2012 • 60%  growth  in  traffic • “It  Lists”  of  favorite  products  of   Sephora  staff • Pinterest  users  spend  15x  more   on  Pinterest  than  Facebook   Sephora *Source:  Pinterest
  22. • Pinterest  =  2nd largest  traffic   driver • 1st DIY  post  2.3M  views  via   Pinterest  alone   • 50%+  traffic  comes  from  posts   published  2+  months  ago   • 77%  mobile  visits   • Added  “save”  button  on  top  of   image  for  mobile  users.   Increased  Pins  by  10x.   Buzzfeed *Source:  Pinterest
  23. 7  success   strategies  
  24. 1.  start  with  a  Plan • know  your  goals • know  your  customer   • how  will  you  measure  success?
  25. • brand  awareness? • website  /  blog  traffic • sales • grow  email  list • build  community   what’s  your  goal?  
  26. • what  are  your  top   business  goals?   • business  goals  aligned   to  digital  marketing   and  social  media • key  performance   indicators  (KPIs) measure  success
  27. 2.  do  your  research  
  28. do  you  really  know  your   customer?   Source:  ZenDesk
  29. • drive  sales  strategies  for   your  brand   • understand  sharing   behavior   • prioritize  products  &   services • Identify  &  prioritize   content  your  audience  is   interested  in   use  Pinterest  for  research
  30. Pinterest.com/source/yourdomain who  is  pinning  your  content?
  31. Pinterest.com/source/yourdomain who  is  pinning  your  content? 32
  32. who  is  viewing  your  pins? analytics.pinterest.com
  33. what  are  their  interests? analytics.pinterest.com
  34. what  are  their  interests? analytics.pinterest.com
  35. 3.  lay  your  foundation
  36. business.pinterest.com setup  business  account
  37. business.pinterest.com convert   personal   account  to   business
  38. • Business.pinterest.com YOU  DIT  IT!  
  39. • product • app • place • article • map • recipe   rich  pins
  40. • pinners  buy  products   without  ever  leaving   Pinterest!   • if  using  BigCommerce,   Demandware,   Magento,  Shopify,  IBM   Commerce  you  can   start  now.  If  not,  get  on   waitlist!   buyable  pins
  41. drive  desired  action!
  42. P  =  People   O  =  Objectives   S  =  Strategy   T  =  Technology   don’t  start  with  technology Text  POSTWORKSHEET  to  33444  to  download  audience  worksheet  
  43. Communities  Create  Markets Opportunity Harvest Free   member Paid   member Loyal   evangelist Community  Zone Customer  Zone $$
  44. • Works  when  you  are   not  working!   • Consistent  brand   architecture   • Helps  audience   achieve  their  goals Build  Integrated   Platform  
  45. Blog   • Home  base   • Stays  with  you  always   • Tell  stories • Thought  leadership   • Integrated  platform  for   social  presence • Ignite  OPCs  via   syndication  &  guest   blogging  
  46. Source:  Quicksprout Email  subscribers  3  times  more  likely  to  share   content  via  social  media  than  other  visitors Increase  conversion  rates  /   sales Nurture  relationships   Data  collection   Brand  awareness  
  47. 4.  Content  strategy  
  48. DIGITAL AND SOCIAL BODY LANGUAGE….   YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS
  49. BE  YOU!  
  50. Determine  Your  Message  Tiers Not  all  content  has  equal  weight  or  value Tier 1: Vision Tier 2 Tier 3 Tier 4 Tier 4 Tier 3 Tier 4 Tier 4 Tier 3 Tier 4 Tier 4
  51. Stay  Fresh
  52. 5.  Build  your  funnel
  53. PERSONALIZED EXPERIENCE • Who  is  your  customer  and   what  is  important  to   them?   • Behaviors   • Preferences   • How,  when  and  where  do   they  use  what  screens • Context  for  why  they  use   screens  (mobile,  desktop,  tablet)  
  54. You  need  a  landing  page Helps  your  customer  learn  quickly…   • Who  you  are • What  you  can  do  to  help  them   • Why  they  should  buy  from  you   • What  action  you  want  them  to  take   • Think  one  customer,  one  page,  one  message Don’t  just  send  people  to  your  website  home  page  or   shopping  cart  product  page  
  55. 1. define  your  goal 2. determine  the  offer 3. build  the  platform  to  convert 4. attract  desired  customers 5. measure  the  result   6. tweak,  rinse  and  repeat     awareness interest consideration purchase CONVERSION FUNNELS ARE MORE COMPLICATED THAN THEY LOOK
  56. conversion  rate…   The  %  of  visitors  who   complete  a  goal,  as  set   by  the  site  owner. Test  methods,  such  as  split  testing   or  A/B  testing  help  measure   headlines,  copy,  images,  social   proof  elements  and  content  to   help  convert  more  visitors  into   customers.  
  57. Conversion  Rate  Optimization   Conversion  optimization,  or   conversion  rate  optimization (CRO)  is  the  method  of  creating   an  experience  for  a  website  or   landing  page  visitor with  the   goal  of  increasing  the   percentage  of  visitors  that   convert into  customers.   Source:  Wikipedia
  58. why  conversion  rate   optimization  (CRO)? Increased – leads – roi – sales – happy  customers   – better  sleep  at  night  
  59. CRO  optimization  factors Planning   Goals   Value  proposition   Call  to  action   Trust   Security   Buyer’s  journey   Findability /  Searchability Visual  design   Color  psychology   Layout Visual  quality     Headlines   Mobile  responsive  site Navigation Button  content   Button  color   Delivery  on  promise   Communication Readability Language Terminology   Contact  forms   Load  time  of  site  /  page       Browser  compatibility   Up-­‐sell  /  Cross-­‐Sell   Social  proof  
  60. CRO  testing   1. Define  goal  and  metrics  for  success 2. Designate  a  landing  page  where  conversion  will  occur 3. Determine  elements  on  landing  page  to  test   4. Create  variations  of  the  key  elements  you  want  to  test   5. Choose  A/B  testing  tools  to  use  
  61. 6.  Promote  and  advertise 6.  advertise &  promote!  
  62. pick  your  goal:   • awareness   (eCPM – cost  per  1000  impressions) • engagement   (eCPE – cost  per  engagement) • traffic   (eCPC – cost  per  click)   Promoted  pins
  63. pick  your  goal:   • page  visits • sign  ups  (newsletter,  email  etc.)   • custom  conversions   track  actions:   • clicks   • repins +  closeups • views   track  conversions
  64. 7.  Tweak.  Rinse.  Repeat.  Optimize
  65. • keep  aligned  to  goals  &  objectives • use  a  content  calendar • clean  up  &  organize  boards   • validate  &  test  links • re-­prioritize  placement  of  content   • remove  out  dated  content   • remove  double  pins   refresh  monthly   67
  66. • Pinterest  Insights • Tailwind  (scheduling)   • Buffer  (scheduling)   • Canva • Picmonkey • Social  Warfare  wordpress plugin  (Rich  Pins,  sharing) • Leadpages.net • Google  Analytics   Pinterest  &  platform  tools  
  67. 1. Start  with  a  plan   2. Do  your  research 3. Lay  your  foundation   4. Content  strategy   5. Build  your  funnel   6. Advertise  &  promote   7. Tweak.  Rinse.   Repeat.  Optimize.   7  step  success  strategy
  68. Questions?   Pam  Moore CEO  /  Founder   Marketing  Nutz @pammktgnut pammarketingnut.com themarketingnutz.com socialzoomfactor.com socialprofitfactor.com

×